TABLE OF CONTENTS Chapters
Description
Pg.No.
Project Synopsis
Introduction
1-
Importance of Sales promotion
!
Objectives of study
"-1#
Methodology
11
Limitations
1$
Chapter % II
Theoretical framework
1&-$#
Chapter-III
Company profile
$1-&&
Industry rofile
&'-''
Chapter-I(
!ata "nalysis # Interpretation Interpretation
')-)!
Chapter-(
$indings # Suggestion
)"-*$
Chapter-(I
%uestionnaire # &ibliography
*&-**
Chapter-I
'
LIST O$ C(")TS
T"&L* +' T"&L* +. T"&L* +1 T"&L* +, T"&L* +/ T"&L* +2 T"&L* +3 T"&L* +4 T"&L* +T"&L* +'0 T"&L* +''
,/0 /' /. /1 /, // /2 /3 /4 /-
.
LIST O$ C(")TS C(")T+' C(")T+. C(")T+1 C(")T+, C(")T+/ C(")T+2 C(")T+3 C(")T+4 C(")T+C(")T+'0 C(")T+''
,/0 /' /. /1 /, // /2 /3 /4 /-
1
P+O,ECT SNOPSIS
,
S56OSIS TOIC7 " )O8*CT )*O)T O6 S"L*S )OMOTIO6"L "CTI9IT*S I6 &I: &";")< (5!*)"&"! I6T)O!=CTIO6 TO T(* TOIC7 *very business organi>ation reaches to the customers through their goods or services? To sell the products to the customers a number of activities are being performed? This is called marketing and it is an important function? Marketing is the performance of business activities that directs the flow of goods and services from producer to the customer? It is the activity that directs to satisfy the human needs through e@change process? Marketing starts with the identification of a specific need of customers and end s with satisfaction of that need? $or easy understanding these activities are divided in , groups for products and 3 groups for services? These elements are product< price promotion< placement for products and three additional elements for services are process< people and physical evidence? These are called elements of marketing mi@?
romotion is one of the elements of marketing mi@? romotion decisions are taken simultaneously with other decisions like finding target group< determining objectives< budgeting for promotion< launching of new products< distribution etc?? Marketers are concerned with effective utili>ation of promotion+mi@ to increase sales and market share? Methods of promotion include advertising personal selling< publicity< sales promotion and packaging? Sales romotion is the activity that aims directly to influence buyers to buy products and increase sales? In sales promotion mainly three parties are involved i?e? consumers< traders and sales force? ASales promotions include incentive offering and interest creating activities which are generally short term marketing events other than advertising< personal selling< publicity and direct marketing? The purpose of sales
/
promotion is to stimulate< motivate and influence the purchase and other desired behavioural responses of the firmBs customers?
Da>mi and &atra
The main objective of sales promotion is to increase the sales of products in short term by influencing behaviour of buyers? Sales promotion methods are many and these are selected as per the target groups? $or this purpose< a sales promotion strategy is to be prepared to achieve the objectives effectively? The strategy is a game plan that is needed to perform the tasks effectively and get competitive advantages over others in market? Sales promotion strategy directs the manager in selection of parties< methods of sales promotion< implementation of methods and measuring effectiveness of whole efforts regarding sales promotion? In competitive situation< it is very difficult to increase sales or profit? &ut with sales promotion strategy sales can be increased in short E term? It e@plains what< when< where< who and how to do so that objectives of the planning are achieved? Fithout the strategy the task may not be completed effectively? Sales promotion strategy would help to neutrali>e the effective of competition and defend the company in the market in performing the sales related tasks? The importance of sales promotion strategy is increasing day by day and in future higher level of competition it would increase further? &)I*$ (ISTO)5 O$ T(* O):"6SI"TIO67
Big Baaar is the largest hypermarket chain in India? "s of 8une .< .0'. there are .',
stores across -0 cities and towns in India covering around '2 million sG?ft? of retail space? &ig &a>aar is designed as an agglomeration of ba>aars or Indian markets with clusters offering a wide range of merchandise including fashion and apparels< food
2
products< general merchandise< furniture< electronics< books< fast food and leisure and entertainment sections?
&ig &a>aar 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 '00 store mark in .004?
$uture :roup also owns Central (ypermarket< &rand $actory< antaloons< e;O6*< (ometown< futureba>aar?com< and D&Hs $air rice< apart from &ig &a>aar?
O&8*CTI9*S O$ T(* ST=!5
•
To study the relationship between various promotional strategies on sales volume in of &ig &a>aar vt? Limited?
•
To study how sales promotional tools helps to increase sales and retain customers of &ig &a>aar vt? Limited?
•
To know the demographic factors is influenced by sales promotional strategies in of &ig &a>aar vt? Limited?
•
To offer the better suggestion to improve the promotional strategies of of &ig &a>aar vt? Limited?
6**! $O) T(* ST=!57 Sales promotion yielding faster and measurable responses in the sales then advertising does? " decade ago the advertising to sales promotion was about 207,0 today in many
3
consumer package goods companies?
The picture reversed with sales promotion
accounts for 2/ to 3/ percent to combined project? romotion is now more accepted by top management as an effective sales tool? roduct managers are under great pressure to increase their current sales? Sales promotional activities are an effective tools for increase in sales and as well as pr of its through increase in sales? The study to know the different strategies implemented in the &ig &a>aar vt? Limited to improve the sales? To know the effectiveness of strategies in the &ig &a>aar vt? Limited?
SCO* O$ T(* ST=!57
This study consists of promotional activities to dealers but not to customers? The study was confined mainly to sales promotion activities on &ig &a>aar vt? Limited< (yderabad? This study consists of promotional activities to dealers but not to customers? M*T(O!OLO:5 Methodology plays a vital role in the analysis of study? Methodology is science of system and a method of conducting research work? The data will be collected by using the primary sources and secondary sources? )esearch !esign7 !escriptive )esearch7 '? !escriptive research includes survey and fact+findings enGuire of different kinds involving a detailed survey by a Guestionnaire issuing to respondentscustomers of &ig &a>aar vt? Limited
4
.? !ata Collection7 The study is based on the data collected through primary and secondary sources? rimary !ata7 The primary data will be collected from various customers by a Guestionnaire structured Guestionnaire method? Secondary !ata7 Secondary data will be collected from journals< maga>ines< web sites and from other relevant publications? Sampling !esign7 The sampling design mainly consists of the sample taken for the study along with the sample si>e< sample frame and sampling method? Sample Si>e7 $rom the universe< sample si>es of /0 customers were selected for the purpose of the study?
*)IO! O$ T(* ST=!57 The period of the study is / years?
C("T*)IS"TIO67 Chapter ' 7 Introduction Chapter .7 Organi>ation rofile Chapter 17 )eview of Literature Chapter ,7 !ata "nalysis and Interpretation Chapter /7 $indings< Suggestions "nne@ure< &ibliography
-
C/APTE+ % I
INT+OD0CTION
'0
INT+OD0CTION
The Marketing System that delivers out high standard of living consists of many large and small companies all seeking success? Many factors contribute in making a company successful+great strategy< dedicated employees< good information system< e@cellent implementation? (owever< todayBs successful companies at all levels have one thing in common< they are strongly customer focused and heavily committed to marketing? Many people think that only large companies operating in highly developed economies use marketing< but marketing actually occurs both inside and outside the business sector< in all kinds of countries? Marketing must be understood not in the old sense of making a sale Aselling but in the sense of satisfying a customer need? Many people mistakenly think of marketing only as selling and promote? &ut< its one of several marketing functions and often not the most important one? If a marketer does a good job of identifying consumer needs< develops good products< and prices< distributes and promotes effectively< these goods will sell very easily? Marketing can be defined as a social and managerial process by which individuals and groups obtain what they need and want through creating and e@changing products and value with others? &y e@amining the terms< needs< wants< demands< products< value and satisfaction as follows< we can have better understanding about the marketing? " human need is at state of felt deprivation? They are generally include physical needs< social needs< individual needs? (uman wants are the form taken by human needs as they are shaped by culture and individual personality? eople have almost unlimited wants and limited resources? Thus< they want to choose products that provide the most satisfaction for their money? Fhen backed by power< wants become demands? ''
" product is anything that can be offered to a market to satisfy a need of want? The concept of product is not limited to a physical objects anything that can be capable of satisfying a need can be called a product? The consumer assessment of the product overall capacity to satisfy his or her needs?
Most people think of marketing management as finding enough for the
companyBs current output< but this is too limited view? The organi>ation has a desired level of demand for its products marketing management must find ways to deal with different demands like no demand and adeGuate demand< irregular demand< of too mush demand? It not only deals with finding and increasing demand but also with changing and even reducing it? Thus marketing management seeks to affect the level< timing and nature of demand in a way that help the organi>ation achieve its objectives? IND0ST+IAL A+2ETIN3
Marketing of those goods< which are brought by producers< which involve directly or indirectly in production of finished goods? In some way< industrial markets are similar to consumer markets? &oth involve people who assume buying role and make purchase decisions to satisfy needs? &ut they differ in their characteristics such as market structure and demand< the nature and buying unit and the types of decisions and decision process involved? ar4et str5ct5re an6 6e7an68
Industrial marketers normal lie deals with far fewer but with far large buyers that the consumer marketer does?
Industrial markets are also more geographically
concentrated? Their demand is derived demand E It ultimately derives from the demand for consumer goods? Many industrial markets have inelastic demand that is total demand for many products is not affected much by price changes< especially in the short run? $inally< industrial markets have more fluctuation demand? The demand for the many business goods and services tends to change more and more Guickly that the demand for
'.
consumer goods and services does? " small percentage increase in consumer demand can causes large increase in industrial demand? Nat5re o9 :5ying 5nit8
&usiness purchase usually involves more buyers and a more professional purchasing effort? Often< business buying done by trained purchase agents? &uying committees made up of technical e@perts an top management are common in the buying of major goods? Therefore< industrial marketers must have well trained sales people to deal with well+trained buyers? Types o9 6ecision an6 6ecisions process8
&uying decisions by industrial buyers are more comple@ as purchase involves large sums of money< comple@ technical and economical consideration and interactions among many people at many levels of buyerBs organi>ation? "s the purchases are more comple@< industrial buyers may take larger to make their decisions? The buying process is formali>es among industrial buyers?
Large purchases
usually call for detailed product specifications< written purchase orders< careful supplies searches and formal approval? The buying might even prepare policy manuals that detail the purchase process? In this buying process< buyer and seller are much more dependent on each other? Industrial marketers keep customers sales by meeting current needs and thinking ahead to meet customer future needs?
'1
OT/E+ C/A+ACTE+ISTICS Direct P5rchasing
Industrial buyers often buy directly from supplies or producers than through middlemen< especially for items that are technically comple@ or e@pensive? Leasing
Industrial buyers increasingly use leasing eGuipment instead of buying it outright? The lessee can gain a number of advantages< such as having more available capital< getting the sellers latest products< receiving better services and gaining ta@ advantages? The lesser often ends with larger net income and the change to sell top customers who might not have been able to afford outright purchase? ar4eting Seg7entations
Market can be segmented to serve the needs of the particular identified segment? Industrial markets can be segmented Ageographically or by benefits south< user status< usage rate< loyalty status< readiness state and attitudes? et they can seg7ent :asing on8
'? !emographics Jindustry< company si>eK .? Operating variables Jtechnology< usenonuser status< customer capabilitiesK 1? urchasing
approaches
Jgeneral
purchase
policies<
nature
of
e@isting
relationships< power structureK ,? Situation factors Jurgency< specific applications< si>e of orderK /? "ttitude towards risk loyalty? The success of a business organi>ation is always influenced by the effective engagement of its basic areas of operation? These areas include identification of the product source< estimation of its demand< continuity of its procurement at a very effective cost< stocking
',
at an optimum inventory level< publicity and market information and the ultimate marketing of the product? Marketing management is a continues effort to achieve desired e@change outcome with target market? The following five philosophies can guide organi>ations in carrying their marketing activities successfully? ar4eting8
Marketing is a societal process by which individuals and groups obtain what they need and want through crating< offering and freely e@changing products and services of value with others? $or a managerial as A the art of selling products< but people are surprised with they hear that the most important part of marketing is not selling? Selling is only the tip of the marketing iceberg? The production concept is one of the oldest concepts in business? The production concept holds that consumers will prefer products that are widely available and ine@pensive? Mangers of production+oriented business concentrate on achieving high production efficiency< low costs< and mass distribution? They assume that consumers are primarily interested in product availability and low prices? This orientation makes sense in developing countries< where consumers are more interest in obtaining the product that in its features? It is also used when a company wants to e@pand the market? Other businesses are guided by the product concept< which holds that consumers will favor those products that offer the most Guality< performance< or innovative features? Mangers in these organi>ations focus on making superior products and imp+roving them over time? They assume that buyers admire well+made products and can evaluate Guality and performance? The selling concept is another common business orientation? The selling concept holds that consumers and businesses if left along< will ordinarily not buy enough of the organi>ationBs products?
The organi>ation must< therefore< undertake an aggressive
selling and promotion effort?
This concept assumes that consumer typically show
busting inertia or resistance and must be coa@ed into buying?
'/
The marketing concept holds that the key to achieving its organi>ational goals consist of the company being more effective than competitors in crating< delivering< and communicating superior customers value to its chosen target markets? The societal marketing concept says that the organi>ation should estimate and get to know the needs< wants and interests of target market customers and to deliver the products with more effective services than the competitors in such a way< that preserves the customers and society well being?
'2
IPO+TANCE OF SALES P+OOTION
*ven since the liberali>ation process was initiated in '--'? The e@cise duties were coming down for the industry from as high as // in '--1+-, but it was cut down to ./ in '--2+-3? The cut has designed effect of narrowing down the prices differentials between the ceramics tiles and mosaic tiles leading to a boom in the industry? This encouraged many players has increased due to increasing number of players?
The
promotion activities should dynamic and changing to the changing of market conditions also with changing environmental factors? JTechnical< Social< *conomic< Legal< oliticalK effecting the market? Sales promotion yielding faster and measurable responses in the sales then advertising does? " decade ago the advertising to sales promotion was about 207,0? Today in many consumer package goods companies? The picture reversed with sales promotion accounts for 2/ to 3/ percent to combined project? romotion is now more accepted by top management as an effective sales tool? roduct managers are under great pressure to increase their current sales?
Sales
promotional activities are an effective tools for increase in sales and as well as pr of its through increase in sales?
'3
OB,ECTI(ES OF T/E ST0D
•
To study the relationship between various promotional strategies on sales volume in of &ig &a>aar vt? Limited?
•
To study how sales promotional tools helps to increase sales and retain customers of &ig &a>aar vt? Limited?
•
To know the demographic factors is influenced by sales promotional strategies in of &ig &a>aar vt? Limited?
•
To offer the better suggestion to improve the promotional strategies of of &ig &a>aar vt? Limited?
NEED FO+ T/E ST0D8
Sales promotion yielding faster and measurable responses in the sales then advertising does? " decade ago the advertising to sales promotion was about 207,0 today in many consumer package goods companies?
The picture reversed with sales promotion
accounts for 2/ to 3/ percent to combined project? romotion is now more accepted by top management as an effective sales tool? roduct managers are under great pressure to increase their current sales? Sales promotional activities are an effective tools for increase in sales and as well as pr of its through increase in sales? The study to know the different strategies implemented in the &ig &a>aar vt? Limited to improve the sales? To know the effectiveness of strategies in the &ig &a>aar vt? Limited?
'4
ET/ODOLO3
M*T(O!OLO:5 Methodology plays a vital role in the analysis of study? Methodology is science of system and a method of conducting research work? The data will be collected by using the primary sources and secondary sources? )esearch !esign7 !escriptive )esearch7 1? !escriptive research includes survey and fact+findings enGuire of different kinds involving a detailed survey by a Guestionnaire issuing to respondentscustomers of &ig &a>aar vt? Limited ,? !ata Collection7 The study is based on the data collected through primary and secondary sources? rimary !ata7 The primary data will be collected from various customers by a Guestionnaire structured Guestionnaire method? Secondary !ata7 Secondary data will be collected from journals< maga>ines< web sites and from other relevant publications? Sampling !esign7 The sampling design mainly consists of the sample taken for the study along with the sample si>e< sample frame and sampling method? Sample Si>e7 $rom the universe< sample si>es of /0 customers were selected for the purpose of the study? The 12 are responded for the Guestions?
'-
C/APTE+ % II
T/EO+ETICAL F+AE ;O+2
.0
T/EO+ETICAL F+AE ;O+2
Marketing is typically seen as the task of creating promoting and delivering goods and services to consumers and business marketing is societal processes by which individuals and groups obtain what they need and want through creating offering and freely e@changing products and services of value with others? De9inition8
Marketing is the process of planning and e@ecuting the conception pricing< promotion and distribution of ideas goods services to create e@changes that satisfy individual and organi>ation goals? AE+ICAN A+2ETIN3 ASSOCIATION8
Cooping with e@change processes calls for a considerable amount work and skill? Marketing management takes place when at least one party to a potential e@change think about the means of achieving desired responses from other parties? Fe see marketing management as the art and science of choosing target markets and getting keeping and growing customers through creating delivering and communicating superior customer value?
NAT0+E OF P+OOTION
The marketing mi@ activities of product planning pricing and the distribution are performed mainly within a business or between a business and the members of its distribution channel however though its promotional activities a firm communicates directly with potential customers and as we will see it is not a simple process? &asically promotion is an attempt to influence more specifically promotion is the element in an organi>ationBs marketing mi@ that serves to inform< persuade and remind?
.'
The market of a product and the organi>ation selling it in hopes of influencing the recipients feeling beliefs or behaviour? The "merican market place operates under conditions of imperfect competition< characteri>ed by product differentiation< emotional buying behaviour and incomplete market information?
"ccompany the decision makerBs buying decision process to
assistant in differentiating its? roduct and to persuade potential buyers? The purpose of promotion is it change the location and shape of the demand curve of a companyBs product? Through promotion a company strives to increase its products sales volume at any given price or shift its demand curve to the right? Simply stated promotion is intended to make a product more attractive to prospective buyers? " firm also hopes that promotion will effect the demand elasticity for its product? The intent is to make the demand more inelastic when price increases and more elastic when price decreases? In other words Management want production to increases the attractiveness of a product so the Guantity demanded win decline very little if price goes up Jinelastic demandK and sales will increase considerably if price goes down elastic demandK? P+OOTIONAL ET/ODS8
These are five forms of promotion personal selling advertising sales promotion public relations and publicity each has distinct features that determine in what situations it will be most effective? Is the direct presentation of a product to a prospective customer by a representative of the organi>ation selling it personal selling takes place face to face or over the phone and it may be directed to a middle man or a final consumer?
AD(E+TISIN38
Is impersonal mass communication that the sponsor has paid for and in which the sponsor is clearly identified? The most familiar forms of ads are found in the broad cast JT?9? and )adioK and print news paper and maga>ines media however there are many other advertising alternatives from direct mail to bill boards and the telephone directory yellow pages? SALES P+OOTION8
..
It demands stimulating activity designed to supplement advertising and facilitate personal selling? It is paid by the sponsor and freGuently involves a temporary incentive to encourage a purchase?
Many sales promotions are directed at consumers?
The
majority however are designed to encourage the company sales force or other members of its distribution channel to sell its products more aggressively this? Latter category is called trade promotion included in sales promotion are a wide spectrum of activities such as contests trade shows in store displays rebates samples premiums discounts and coupons? P0BLIC +ELATIONS8
ublic relation compasses a variety of communication efforts to contribute to generally favourable attitudes and opinions towards an organi>ation and it products? =nlike most advertising and personal selling it does not include a specific sales message? The target may be customerBs stock holders a government agency or a special interest group public relations can take many forms including news letter annual reports lobbying and sponsorship of charitable or civic events? P0BLICIT8
Is a special form of public relations that involves new stores about on organi>ation or its products like advertising? It involves a n impersonal message that reaches a mass audience through the media but several things distinguish publicity from advertising? It is paid for< the organi>ation that is the subject of the publicity has no control over it< and it appears as news and therefore has greater credibility than advertising organi>ation seek good publicity and freGuently provide the material for it in the form of news releases press conferences and photographs? SALES P+OOTION8
Sales promotion consists of a diverse collection of intensive tools< designed to stimulate Guicker and greater purchase of productservices by consumers or the trade where as advertising offers a reason to buy? Sales promotion include tools for consumer promotions *@7 Samples< coupons< cash refund offers prices off< premium< pri>es< patronage rewards free trails< warranties< demonstrations< contestsK trade promotion J*@7 &uying allowance< push money dealers sales contestK and sales force promotion? *@7 &onus< contests< sales ralliesK
.1
Sales promotions tools vary in their specific objectives sellers use incentive type promotions to attract new tries< to reward loyal customers and to increase the repurchase rate of occasional users? Sales promotions tools are used by most organi>ations< including manufactures< distributors< retailer< trade associates and non profit organi>ations? advertising to sales promotion ratio was about 20 7 ,0?
" decade ago
but today sales promotion
accounts forget sales promotion e@penditures has been increasing as a percentage of budget e@penditure promotion is now more accepted by top management as on effective sales tool? A,O+ DECISIONS IN SALES % P+OOTIONS8
In using sales promotion< a company must establish the objectives< select the tools< develop the program< preset the program< implement and control it and evaluate the results< we will e@amine these steps? '? *stablishing the sales E promotion objectives .? Selecting the sales E promotion tools? 1? !eveloping the sales promotion program ,? resetting the sales+promotion program /? Implementing and controlling the sales E promotion program 1 2? *valuating the sales E promoting results? Sales promotions tools are used by most organi>ations< including manufactures< distributors< retailer< trade associates and non profit organi>ations? " decade ago advertising to sales promotion ratio was about 207 ,0 but today sales promotion accounts forget sales promotion e@penditures has been increasing as a percentage of budget e@penditure promotion is now more accepted by top management as on effective sales tool?
1. ESTABLIS/IN3 T/E SALES % P+OOTION OB,ECTI(ES8
Sales promotion objectives or derived from broader?
romotion objective
developed the product? The specific objectives set for sales promotion will vary with the type of the target market?
$or consumers objectives include encouraging purchase of
largest E si>e units< building trial among nonusers? "nd attracting switchers away from
.,
competitorBs brands?
$or retailers< objective include inducing r retailers to carry new
items and higher levels of inventory< encouraging off+season buying encouraging stocking of related items< offsetting competitive promotions building brand loyalty of retailers< and gaining entry into new retail outlets? $or the sales force< objectives include encouraging support of a new product or model< encouraging more prospecting and stimulating off+season sales? $. SELECTIN3 T/E SALES - P+OOTION TOOLS8
Many sales E promotion tools are available to accomplish these objectives? The promotion planner should take into account the type< of market< sales promotion objectives< competitive< and conditions and cost effectiveness of each tool? CONS0E+ % P+OOTION TOOLS8
The main consumer E promotion tools are listed in marketing concepts and tools ., E 1? Fe can distinguish between manufacturer promotions and retailer promotions to consumers? The former is illustrated by the auto industryBs L<+ eGuent use of rebates< gifts to motivate test drives and purchases< and high E value trade+m credit? Fe can also Aconsumer franchise building and those that are not? The former imparts a selling message along with the deal< as in the case of free has come to depend on promotion money from the manufacturers? "s the number of competitive sales promotions has increased< friction has been created between the companyBs sales force and its brand managers? B0SINESS P+OOTION TOOLS8
Companies spend billions of dollars on business promotion tools? These are tools are used to gather business leads< impress and reward customers< and stimulate the sales force to greater effort? Companies typically develop budgets of each business promotion tool that stay fairly close from year to year?
DE(ELOPIN3 T/E SALES P+OOTION P+O3+AE8
The marketer must make further decision to define the full promotion program increasingly? Marketers are blending several media into a total campaign concept? The market has to determine the si>e of incentive to offer? P+ESETTIN3 T/E SALES- P+OOTION P+O3+A8
./
"lthough sales E promotion programs are designed on the basis of e@perience pretests should be conducted to determine if the tools are appropriate< the incentive si>e optimal< and the presentation method efficient?
Survey by the premium advertisers
association indicated that less than ,. of premium offers were ever tested for their effectiveness? Sales promotions directed at consumer markets can be readily protested? Consumers can be asked to rate or rank different possible deals or trial testBs can be run in limit ed geographical areas?
IPLEENTIN3 AND CONT+OLLIN3 T/E SALES P+OOTION P+O3+A8
Implementation and control plants should be prepared for each individual promotion? Implementation planning must cover lead time and sell in time? Lead time is the time necessary to prepare the program prior to launching it? " certain minimum incentive is necessary if the promotions is to succeeded? " higher incentive level will produce more sales response but at diminishing rate? Conditions for participation have to be established? Incentives might be offered to everyone or to select groups?
The marketer has to decide on the duration of
promotion? If the sales promotion period is too short< many prospects will not be able to take advantage< since they might not be repurchasing at the time? The marketer must choose a distribution vehicle? " fifteen cents Eoff coupon can be distributed in the package< store< mail< or advertising media? The timing of promotion must be established? $or e@ample< brand managers develop calendar date for the annually planned promotions? The dates are used by production< sales and distribution? It covers initial planning< design and approval of package modification or material to be mailed or distributed to the home< preparation of conjunctive advertising and point of sale materials< notification of field personal< establishment of allocations for
.2
individual distribution centers in preparation for release at a specific date< and finally the distribution to the retailer? Sale+in time begins with the launch and ends when appro@imately -/ of the deal merchandise is in the hands of consumers< which can take one to several months< depending on the deal duration? E(AL0ATIN3 T/E SALES % P+OOTION +ES0LTS8
*valuation is a crucial reGuirement< and yet< according to strange< Aevaluation of promotion programs receive little attention? *ven where an< attempt is made to evaluate pa promotion< it is likely to be< superficial evaluation in terms of profitability is even less common?
Manufacturers can use four methods to measure sales promotion
effectiveness? The most common after a promotion? Consumer E panel data before< during< and after a promotion? Consumer E panel data would reveal the kinds of people who responded to the promotion? If more information is needed< consumer service can be conducted to learn how many recall the promotion< what their thought of it< how many took advantage of it< and how the promotion affected their subseGuent brand choice behaviour? Sales promotions can also be evaluated through e@perimentsB that vary such attributes as incentive value< duration< and distribution media? $irst< promotion my decrease long+run brand loyalty by making more consumers deal prone rather than advertising prone? Second< promotions can be more e@pensive than they appear? Some are inevitably distributed to the wrong consumers? $urther more< there are hidden costs of special production runs< e@tra sales force effort< and handling reGuirements? Third< certain promotions< irritate retailers< and they demand e@tra trade allowance or refuse to cooperate in the promotion?
A,O+ T+ADE % P+OOTION TOOLS8 Price %o998
" price E off J also called off E invoice or off E hostK is a straight discount off the list price on each case purchased during a stated time period? The offer encourages dealers to buy a Guantity or carry a new item that they might not ordinarily buy? The
.3
dealers can use the buying allowance for immediate profit< advertising< or price reductions? A<
"n allowance is an amount offered in return for the retailerBs agreeing to feature the manufacturerBs product in some way? "n advertising allowance compensate retailers for advertising the manufacturerBs product? " display allowance compensates them for carrying a special product display? Free 3oo6s8
$ree goods are offer of e@tra cases of merchandise to middle men who buys a certain Guantity or who feature a cei+taiii flavour or si>e? Manufacturers might offer push money which is cash or gifts to dealer or their sales force to push the manufacturerBs goods? Manufacturers might< offer free specialty advertising items to the retailers that
.4
C/APTE+ % III
COPAN P+OFILE
.-
COPAN P+OFILE
antaloon )etail JIndiaK Limited< is IndiaBs leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market? (eadGuartered in Mumbai J&ombayK< the company operates over '. million sGuare feet of retail< has over '000 stores across 3' cities in India and employs over 10<000 people? The companyBs leading formats include pantaloons< a chain of fashion outlets< &ig &a>aar< a uniGuely Indian hypermarket chain< $ood &a>aar < a supermarket chain< blends the look< touch and feel of Indian ba>aars with aspects of modern retail choice< convenience and Guality and central< a chain of seamless destination malls? Some of its formats include brand factory< blue sky< all top '0 stars and sitara? The company also operates an online portal< futureba>aar?com " subsidiary company< (ome solutions )etail JIndiaKlimited< operate (ome Town< a large E format home solutions store< collection I < selling home furniture products and e>one focused on catering to the consumer electronics segment? antaloon )etail was recently awarded the international retailer of the year .003 by the =S E based 6ational )etail $ederation J6)$K and the *merging market retailer of the year .003 at the world retail congress held in &arcelona? antaloon )etail is the flagship company of $uture :roup< a business group
10
Catering to the entire Indian consumption space
T/E F0T0+E 3+O0P FutureBazaar.com is
owned and operated by $uture &a>aar India Ltd? J$&ILK? $&IL is a
part of the $uture :roup< IndiaBs largest retail conglomerate? $&IL is the e+commerce arm of the $uture :roup? The company was incorporated in .002 and began business in .003? "s part of IndiaBs largest retail chain< we enjoy the benefits of buying in bulk for the entire group? Our aim is to get you a great range of products at great prices? Core Co7petency o9 the :5siness>=hat 7a4es 5s 6i99erent 9ro7 others.?? •
" choice of more than .0<000 products
•
!elivery across more than '/00 cities and towns in India covering around '2<000 pin codes
•
$ast deliveries E tie ups with world leaders in logistics # transportation services
•
" dedicated Customer Care helpline for any Gueries
•
"lways offering ManufacturerBs guarantee as opposed to SellerBs guarantee< which most of the other online shopping sites offer
•
Aggressi@e Prices E$uture&a>aar?com has the benefit of leveraging the sourcing
network of the $uture :roupBs retail chains? This sourcing network straddles a wide range of product reGuirements< thus being able to offer us economies of scale thereby + unbelievable prices to itBs customers
1'
•
0n7atche6 Se
products which creates the fle@ibility to offer a large range of choices to customers? Fe also have partnerships with most of the brands available in the country< which allows us to get the latest in the range to our customers? Fe have been able to create some major popularity ripples with our corporate clients with products like mobiles< electronics< laptops< M1 players< T+shirts< :ift 9ouchers and so on?
•
Sea7
end+to+end logistics solutionN right from stocking< dispatching< and delivery confirmation upto post+sales support? Our back+end infrastructure enables us to service around '/000 pin codes across India? •
De6icate6 C5sto7er Care 9or on
Fe have a dedicated team straddling client servicing< sourcing< logistics and customer service for all our customers? •
O5r Bran6 Association + Most importantly out parentage # association with
humungous retail brands like &ig &a>aar< antaloons< Central and many more< lends tremendous amount of trust # credibility to our end consumers? A:o5t the F5t5re 3ro5p
$uture :roup< led by its founder and :roup C*O< Mr? Dishore &iyani< is one of IndiaBs leading business houses with multiple businesses spanning across the consumption space? Fhile retail forms the core business activity of $uture :roup< group subsidiaries are present in consumer finance< capital< insurance< leisure and entertainment< brand development< retail real estate development< retail media and logistics? 1.
Led by its flagship enterprise< antaloon )etail< the group operates over '' million sGuare feet of retail space in over 21 cities and towns and 2/ rural locations across India? antaloon )etail was awarded the International )etailer of the 5ear + .003< by the =S+based 6ational )etail $ederation< the largest retail trade association and the the *merging Market )etailer of the 5ear .003 at the Forld )etail Congress in &arcelona?
$uture :roup believes in developing strong insights on Indian consumers and building businesses based on Indian ideas< as espoused in the groupBs core value of HIndian nessH? The groupHs corporate credo is< H)ewrite rules< )etain valuesH? More about $uture :roup?
The F5t5reBaaar.co7 Pro7ise an59act5rers =arranties on a<< pro65cts
$uture &a>aar sells only original products from authori>ed dealersN so all applicable products carry the original manufacturerBs warranty? Customers can visit any of the authori>ed service centers of the manufacturer if reGuired? The invoice accompanying the product is your warranty document< so please preserve it? 35arantee6 De
$uture &a>aar guarantees to deliver the e@act product you selected< without defects? In case you have received a different product< or if the product was damaged in transit< please let us know and and we will ensure that we replace the product or ensure that your money
is
refunded?
lease note that delivery times vary according to products? -/ of our deliveries take place within the committed time period? $or the occasional delays< we =i<< contact you and update you about the status?
11
Sec5re Pay7ents
Fe are committed to ensuring that no payment misuse happens< so we work with banks and payment gateways to ensure that your information is protected? ayments are protected both by us and by the policies of your bank< and the chances of fraud in these channels are actually very low?
Fe also have a )isk Management team that scrutini>es all payments to ensure that there are no fraudulent transactions? Our office address is also available for any one who wishes to contact us in person? Moreover< being part of IndiaBs largest retail company with a presence all over India< we are omnipresent O5r Si7p
If you have purchased something at $uture&a>aar?com and the product did not meet your e@pectations or does not fit your needs< then you can return the product to us< no 5estions as4e6< as long as it is in its original packaging and accompanied by its
invoice? 8ust contact our Customer Care and weBll arrange to pick up the product from your home + simple? Pro7pt C5sto7er S5pport
Our Customer Care is manned by dedicated personnel< who can take decisions and resolve your problems? They are empowered to solve your problems and are aware of the processes and means to handle them? In case they cannot solve the problem at their end< they will trigger the reGuired action on your behalf or advise you the best possible method to a successful fulfillment of all your Gueriesissues? &e assured that when you call us< your call is being taken seriously? (a<5es8 •
Indian ness7 confidence in ourselves?
1,
•
Leadership7 to be a leader< both in thought and business?
•
)espect # (umility7 to respect every individual and be humble in our conduct?
•
Introspection7 leading to purposeful thinking?
•
Openness7 to be open and receptive to new ideas< knowledge and information?
•
9aluing and 6urturing )elationships7 to build long term relationships?
•
Simplicity # ositivity7 Simplicity and positivity in our thought< business and action?
•
"daptability7 to be fle@ible and adaptable< to meet challenges?
•
$low7 to respect and understand the universal laws of nature?
ission8
Fe share the vision and belief that our customers and stakeholders shall be served only by creating and e@ecuting future scenarios in the consumption space leading to economic development? Fe will be the trendsetters in evolving delivery formats< creating retail realty< making consumption affordable for all customer segments E for classes and for masses? Fe shall infuse Indian brands with confidence and renewed ambition? Fe shall be efficient< cost+ conscious and committed to Guality in whatever we do? Fe shall ensure that our positive attitude< sincerity< humility and united determination shall be the driving force to make us successful? Sone Di Chidiya Fhen the Mughals first came to India they were drawn by the lure of her fabulous wealth + India was known as the PSone Di Chidiya
1/
&irdP? "ccording to economic historian "ngus Maddison in his book The Forld *conomy7 " Millennial erspective< India had the worldHs largest economy in the 'st century and ''th century< with a 11 share of world :! in the 'st century and .- in '000 C*? !uring '300 "!< Mughal era< IndiaBs share was .,< more than the whole of Festern *urope? It came down to 1?4 in '-/0s? aul Dennedy< in his highly regarded book< The )ise and $all of the :reat owers7 *conomic Change and Military Conflict from '/00 to .000 estimates that in '3/0 IndiaHs share of the world trade was nearly ./ percent? It came down to 0?/ in the '-20s and now stands at around '?/? The Indian economy is once again at the centre of the global attention? "s domestic consumption drives economic growth in India< $uture :roup hopes to play a pivotal role in bringing back the Sone Di Chidiya?
A=ar6s8 I7ages Fashion For57 $#1# •
Most "dmired $ashion :roup Of The 5ear + $uture :roup
•
Most "dmired rivate Label + antaloons< the lifestyle format
•
Critics Choice $or ioneering *ffort In )etail Concept Creation + Central
Coca-Co
Most "dmired $ood # :rocery )etailer Of The 5ear
•
Most "dmired $ood Court
•
Most "dmired $ood rofessional
In6ian +etai< For57 A=ar6s $##! •
Most "dmired )etail Company of the year + $uture :roup
•
)etail $ace of the 5ear + Dishore &iyani
12
•
&est )etailer Of The 5ear J (ypermarketK + &ig &a>aar $uture :roup was awarded the Most "dmired )etail Company of the
year by the Indian )etail $orum at a glittering ceremony organi>ed in Mumbai? Mr? Dishore &iyani also won )etail $ace of the 5ear? India India )etail )etail $orum $orum JI)$K JI)$K is a platfo platform rm for intell intellect ectual ual insigh insights ts and inform informati ation on e@change e@change for the retail retail bus busine iness ss in the Indian Indian sub subcon contin tinent ent?? The forum forum presents the business of retail in the region to a global audience< with the e@press aim of faci facili lita tati ting ng und under erst stan andi ding ng abou aboutt and and encou encoura ragi ging ng inve invest stme ment nt in this this mass massiv ivee marketplace? &ig &a>aar< the value format of $uture $u ture :roup bagged the &est )etailer of the 5ear J (ypermarketK?
The INDIASTA+ A=ar6 $##! •
$ood &a>aar7 &est ackaging Innovation
$ood &a>aar bagged the I6!I"ST") "ward for &est ackaging Innovation in India< for its private label brand $resh "nd ure Chakki Cha kki "tta? I6!I I6!I"S "ST" T") ) "war "ward d is a bien bienni nial al even eventt whic which h aims aims to prom promot otee and and encou encoura rage ge e@cellence in packaging design< innovation and technology? The contest was established in '-3. and is considered as the most popular and premier event for IndiaBs packaging fraternity? This year there were around 1/3 entries and the participants had to submit a sample of their designs for selection? Fith this award< antaloon )etail JIndiaK Limited becomes the first Indian )etailer to win the prestigious I6!I"ST") "ward? +etai< Asia Paci9ic )## Top A=ar6s $##!
13
•
:old Finner +Top )etailer .004 "sia acific
)etail "sia ublishing te< the institutor of these awards< aims to set a platform that appraise< appraise< raises and recogni>es recogni>es the development development and growth growth of retailing retailing throughout throughout the "sia acific region? Coca-Co
Most "dmired $ood # :rocery )etail 9isionary of the 5ear7 Dishore &iyani?
•
Most "dmired $ood # :rocery )etailer of the 5ear 5e ar E Supermarkets7 $ood &a>aar?
•
Most "dmired $ood # :rocery )etailer of the 5ear + (ypermarkets7 &ig &a>aar?
•
Most "dmired )etailer of the 5ear + !ynamic :rowth in 6etwork *@pansion across $ood< &everages # :rocery7 $uture :roup?
•
Most "dmired $ood # :rocery )etailer of the 5ear 5e ar + ConsumerHs Choice7 &ig &a>aar? The Coca+Cola :olden Spoon "wards .004< were given away for the first time
as a culmination of the $ood $orum India .004B + a two day convention which saw the participation of leading brands< retailers # retail support organi>ations from across the globe? The awards awards were presented presented to honour enterprise enterprise<< innovation innovation and achievement achievement in the food retailing business as a benchmark of e@cellence? F5t5re (ent5res8
$uture 9entures< seeks to promote and participate in innovative and emerging business ventures in India? The company intends to play a role role in powering entrepreneurship< by promoting or participating in diverse business activities< activities< primarily in Aconsumption+led sectors in the country< which it defines as sectors whose growth and development will be determined primarily by the growing purchasing power of Indian consumers and their changing tastes< lifestyle and spending habits?
The company will also participate in businesses where it e@ercises control or influence<
14
and can add value as active shareholders< by utili>ing the e@perience and knowledge of the $uture :roup< and specifically its parent< antaloon )etail
eet In6ias 2ing o9 +etai<
PantaloonHs Dishore &iyani has become IndiaHs largest retailer< but still has several aces
up his 8ohn Miller shirtsleeves? In IndiaHs chaotic markets< Dishore &iyani is the unchallenged king of retail? (e has the knack of catching rivals off+guard and striking where it hurts most? "nd now that heHs set himself the task of retaining control of the largest retail space in the country< he wonHt let anyone + suppliers or international promoters included + catch him slacking?
1-
The latest to face the wrath of the ,1+year+old is South "frican hypermarket Shoprite< which opened shop in Mumbai Q Images R last month through a franchise agreement with local company 6ormal Lifestyle? The hypermarket began retailing products from big boys 6estle Q :et %uote R< =nilever and rocter # :amble at consumer discounts of .0+10 per cent< lower than even &iyaniHs purchase prices in his &ig &a>aar and $ood &a>aar stores? Instead of chewing his nails< &iyani turned confrontationist< asking why the multinationals were offering Shoprite better prices< even withdrawing 6estle products from his stores when the company did not respond?
Two days later the 6estle products were back< but not before the company had clarified its stance? Says &iyani< PShoprite is involved in predatory pricing? There are rules against this in every part of the world?P &ut as a result of his tough stance< the three M6Cs have asked Shoprite to roll back the offers or face withdrawal of supplies< he says?
"nd he was proved right when the Dolkata antaloon store became a raging success and &iyani stepped on to the turf as a super retailer?
,0
Other professionals have wondered where &iyani picked up the tricks of the retailing trade? Some he learned from his own mistakes< he admits? Others he picked up from the big boys of international retail? PI read every book on Sam Falton< MacyHs< Marks # Spencer and management gurus like Tom eters whose book H)eimagineH impressed me?P *ven now he reads a management book every fortnight + Stephen Covey< )obert Daplan or 8ames Collins? &ut unusual as it might seem< he also made it a point to stay away from these stores? The reason7 P&y going to a Fal+Mart or a MacyHs< you could get overwhelmed into thinking that was the best model and stop learning
r.3opi4ishan Biyani =ho
:opikishan &iyani is a commerce graduate and has more than twenty years of e@perience in the te@tile business? r.+a4esh Biyani ;ho
)akesh &iyani is a commerce graduate and has been actively involved in category managementN retail stores operations< IT and e@ports? (e has been instrumental in the implementation of the various new retail formats? r. (ijay 457er chopra In6epen6ent Director
9?D Chopra is a fellow member of The Institute of chartered "ccountants of India JIC"IK by profession and is a certified "ssociate of Indian Institute of &ankers JC"II&K? (is banking career spans over 1' years and he has served senior management position in Central &ank of India< oriental &ank of commerce< SI!&I < Corporation &ank and S*&I?
,'
IND0ST+ P+OFILE
)etail industry largest industry< accounting for are '0 of the countryBs :! and around 4 of the employment retail industry in India is at the cross roads? It has emerged as one of the most dynamic and fast paced industry with several players entering the market< but because of the heavy initial investment reGuired break even is difficult to achieve and many of these players have not tasted success so far?
(owever the future is promisingN the market is growing< government policies are becoming more favorable and emerging technologies are facilitating operations? )etailing in India is gradually inching its way towards becoming the ne@t boom industry? The whole concept of shopping has altered interms of format and consumer buying behavior ushering in a revolution in shopping in India?
Modern retail has entered India as seen in sprawling shopping centers< multi strayed malls and huge comple@es after shopping< entertainment and food all under one roof? The Indian retailing sector is at an infle@ion point where the growth of organi>ed retailing and growth in the consumption by the Indian population is going to take higher growth trajectory? The Indian population is witnessing a significant change in its demographics?
" large young working population with average age of ., years< nuclear families in urban areas< along with increasing working women population and emerging opportunities in the services sector are going to be the key growth drivers of the organi>ed retail sector in India?
,.
SOE 2E FACTS8
•
)etail is IndiaBs largest industry accounting for over '0 of the countryBs :! and around 4 of the employment?
•
The market si>e of the Indian retail industry is about =S 1'. billion?
•
)etailing in India is gradually inching its way towards becoming the ne@t boom industry?
•
" large young working population with average age of ., years?
Big :aaar E is se sasta aur accha kahin nahi
Type E subsidiary of pantaloon group
Fo5n6e6 E .00'
/ea6 5arters E 8ogeshwari< Mumbai< India
In65stry E retail
Pro65cts E department stores
Parents E future group
,1
;e:site E http7www?bigba>aar?com
BOA+D OF DI+ECTO+S
Mr? Dishore &iyani< Managing !irector Mr? :opikishan &iyani< Fhole time !irector Mr? )akish &iyani< Fhole time !irector Mr? 9ijay &iyani< Fhole time !irector Mr? 9ijay Dumar Chopra< Independent !irector Mr? Shailesh (aribhakti< Independent !irector Mr? S !oreswamy< Independent !irector !r? ! O Doshy< Independent !irector Ms? &ala !eshpande< Independent !irector Mr? "nil (arish< Independent !irector
A,O+ ILE STONES
1"!
Company incorporated as Man> Fear rivate Limited? Launch of antaloons trouser< IndiaBs first formal trouser brand?
1""1
Launch of &")*< the Indian jeans brand?
1""$
Initial public offer JIOK was made in the month of May?
1""'
,,
The antaloon Shoppe E e@clusive menswear store in franchisee format launched across the nation? The company starts the distribution of branded garments through multi+brand retail outlets across the nation?
1"")
8ohn Miller E $ormal shirt brand launched?
1""
Company enters modern retail with the launch of the first 4000 sGuare feet store< antaloons in Dolkata?
$##1
Three &ig &a>aar stores launched within a span of .. days in Dolkata< &angalore and (yderabad?
$##$
$ood &a>aar< the supermarket chain is launched?
$##'
Central + IndiaBs first seamless mall is launched in &angalore?
$##)
:roup moves beyond retail< acGuires stakes in :ala@y *ntertainment< Indus League Clothing and lanet )etail? Sets up IndiaBs first real estate investment fund Dshitij to build a chain of shopping malls?
$##*
$uture Capital (oldings< the companyBs financial is formed to manage over '?/ billion in real estate< private eGuity and retail infrastructure funds? lans forays into retailing of consumer finance products? (ome Town< a home building and improvement products
,/
retail chain is launched along with consumer durables format< *>one and furniture chain< $urniture &a>aar? $uture :roup enters into joint venture agreements to launch insurance products with Italian insurance major< generally? $orms joint ventures with =S office stationery retailer< Staples?
$##
$uture :roup crosses ' billion turnover mark? Speciali>ed companies in retail media< logistics< I) and brand development and retail+led technology services become operational? antaloon )etail wins the International )etailer of the 5ear at =S+based 6ational )etail $ederation convention in 6ew 5ork and *merging )etailer of the 5ear award at the Forld )etail Congress held in &arcelona? $utureba>aar?com becomes IndiaBs most popular shopping portal?
$##!
$uture Capital (oldings becomes the second group company to make a successful Initial ublic Offering in the Indian capital markets? &ig &a>aar crosses the '00+store mark< marking one of the fastest ever e@pansion of a hypermarket format anywhere in the world? Total operational retail space crosses '0 million sGuare feet mark? $uture :roup acGuires rural retail chain< "adhar present in 2/ rural locations?
A;A+DS +ECO3NITIONS
$##"
C6&C "waa> Consumer "wards .00Images $ashion $orum .00Coca+Cola :olden Spoon "wards .00-
$##!
Indian )etail $orum "wards .004
,2
The Indiastar "ward .004 )etail "sia acific /00 Top "wards .004 Coca+Cola :olden Spoon "wards .004 The )eid # Taylor "wards for )etail *@cellence .004 The )eid # Taylor "wards for )etail *@cellence .004
$##
Images )etail "wards 6ational )etail $ederation "wards Forld )etail Congress "wards (ewitt &est *mployers .003 C Forld Indian Febsite "wards )eaderBs !igest Trusted &rands latinum "wards
$##*
)etail "sia acific Top /00 "ward "siamoney "wards *rnst # 5oung *ntrepreneur of the 5ear "ward C6&C Indian &usiness Leaders "wards Images )etail "wards )eadersB !igest "wards C6&C "waa> Consumer "wards )eid # Taylor "wards for )etail *@cellence
$##)
,3
!"DS London
$##'
Images )etail "wards .00, )eid # Taylor and !L$ "wards $##&
Indian *@press "ward INT+OD0CTION TO BI3 BAGAA+
•
" chain of shopping malls in India currently with 1' outlets owned by DIS(O)* &I5"6I pantaloon group?
•
&ig ba>aar is not just hyper market?
•
rovides the best products at the best price?
•
)eflects the look and feel of Indian ba>aars at their moderns outlets?
•
"llover India< big ba>aar attracts a few thousands customers on any regular day?
ISSION AND (ISION
$uture group shall deliver every thing< every where< every time for every Indian customer in the most profitable manner? Fe share the vision and belief that our customers and stakeholders shall be served only by creating and e@ecuting future scenarios in the consumption space leading to economic development?
TA+3ET A0DIENCE
•
&ig ba>aar targets higher and upper middle class customers?
,4
•
The large and growing young working population is a preferred customer segment?
•
&ig ba>aar specifically targets working women and home makers who are the primary decision maker?
ST0D OF DIST+IB0TION AND LO3ISTICS ON BI3 BAGAA+
+etai
•
The Indian retail industry accounts for '0 of :! and 4/ of employment?
•
India is being treated as the ne@t big retail destination with an average three year compounded annual growth rate of ,2?2,?
•
The Indian economy is poised to take the third position in the world in terms of purchasing power parity by the year .0''?
•
The Indian retail market is a )s? '<.00<000 million market as per the images India retail report .003?
•
Organi>ed retail market is >ooming ahead with an annual growth rate of 10?
•
The country will have over100 malls translating to over '00 million sG? ft in available malls pace by the end of .003?
DIFFE+ENT ELEENTS OF +ETAIL IH
1 Merchandise "ssortment
.K Location 1K rice ,K 9isual merchandising
+ETAIL IH CONTD
,-
1 Store "tmosphere
.K Customer Service 1K "dvertising ,K romotion /K ersonal Selling
INTE+NAL ATT+IB0TES
'K *nvelop .K Internal Layout 1K Methods of !isplay ,K 9isual Merchandising
DIST+IB0TION
'K It is one of the , "spects of Marketing? .K Traditionally distribution has been seen as dealing with to get the roduct or Service to the Customers? 1K It is done by distributor who is in the middleman between the Manufacturer and )etailer?
LO3ISTICS
'K It is the "rt and Science of Managing and Controlling the flow of :oods< *nergy< Information and other )esources like roducts< Services and people from the source of roduction to the Market lace? .K Its important to have rofessional logistical support? 1K The
operating responsibility of logistics is
the :eographical
repositioning of raw materials< work in process and finished inventories where reGuired at the lowest cost possible?
P+OOTION
/0
'K Low prices on Fednesday .K Concepts of &ig days 1K romotional Offers
S0PPL C/AIN
" Supply Chain is a coordinated system of organi>ations< people< activities< information and resources involved in moving a product or service in physical or virtual manner from supplier to customer?
Supply chain activities transform raw materials and components into a finished product that is delivered to the end of customer? S0PPL C/AIN ANA3EENT Factory
CL Agent
Distri:5to r
;ho
Large retai
S7a<< retai
/'
o6ern tra6e retai
S;OT ANALSIS
ST+EN3T/S
•
&etter understanding of customers helping the company to serve them better?
•
9ast range of products under one roof helping in attracting customer and their family to shop together and enjoy the e@perience?
•
&enefits of early into the retail industry?
•
!iversified business operating allover India in various retail formats?
•
"bility to get products from customer at discounted price due to the scale of business?
;EA2NESS •
(igh cost of operation due to large fi@ed costs?
•
9ery thin margin?
•
(igh attraction rate of employees?
OPPO+T0NITIES
•
Lot of potential in the rural market?
•
Can enter into production of various products due to its in depth understanding of customerBs tastes and preferences?
•
Can e@pand the business in smaller cities as there is a lot of opportunity.
T/+EATS
•
(igh business risk involved?
•
Lot of competitions comings up to top the market potential?
•
Margin of business reducing all the firms?
/.
C/APTE+ % I(
DATA ANALSIS INTE+P+ETATION
/1
1. CATE3O+ OF DEALE+S/IP8
No. o9 +espon6ents
Percentage
.4 4 0 0
33?33 ..?.. 0 0
Partic5
*@clusive Multiband Sub !ealer Others
The survey in its many forms is used for acGuiring marketing information through communications with a number of respondents? respondents through personal interviews?
Information is obtained from
To make the study and the analysis of
information collected from the respondents? They grouped into four segments i?e?
aK *@clusive bK Multiband cK Sub dealers dK Others It is found that the Samsung ceramics have a large percentage of 33?33 given to e@clusive and ne@t comes the multi brand with ..?..? It has not considered the sub+ dealer with accounts of 6IL percentage?
/,
$. ;/IC/ A+E T/E (A+IO0S B+ANDS O0 A+E DEALIN3 ;IT/
//
No. o9 +espon6ents
Percentage
Samsung # L:
1.
44?4
Samsung # 9ideocon
.
/?//
Samsung # whirlpool
.
/?//
6il &*
6il 1##J
Partic5
Samsung # godrej Tota<
The analysis of the above table shows that 44?4 of respondents for Samsung # L: and //?/ of respondents for Samsung # 9ideocon and /?// of respondents for Samsung # whirlpool?
&. ;/IC/ B+AND IS FAST O(IN38
/2
The analysis of the above table shows that '-?,, of respondents for Samsung and No. o9 +espon6ents
Percentage
Partic5
Samsung 3 '-?,, whirlpool '/ ,'?22 L: 1$ &&.&& others $ ).)) Tota< &* 1##J ,'?22 of respondents for whirlpool and11?11 of respondents for L: and /?// of respondents for others?
,? ;/AT A+E T/E SALES P+OOTION ST+ATE3IES ADOPTED B SAS0N38
/3
No. o9 +espon6ents
Percentage
. .2
/?// 3.?..
4 6il &*
..?.. 6il 1##J
Partic5
rice off "dvertisement
#
!isplay
allowance $ree goods Others Tota<
This Guestion meant to draw the answer about promotional activities that are adopted by Samsung? In the survey It is found that .2 respondents feels that sales promotional activated are highly invested upon advertising and display allowance over 12 total respondents i?e? 3. of the total respondents and 4 respondents feels that sales promotion strategies adopted by Samsung is in free goods this is .. and remaining . respondents i?e? 2 feeling was with price off?
/4
No. o9 +espon6ents
Percentage
2 1
'2?22 4?11
.1 , &*
21?44 ''?'' 1##J
Partic5
Samsung 9ideocon L: Others Tota<
). ;/IC/ B+AND OPE+ATES /I3/ P+OOTED ACTI(ITIES8
The analysis of the above table shows that '2?22 of respondents for Samsung and 4?11 of respondents for 9ideocon and 21?44 of respondents for L: and ''?''
/-
*. ;/IC/ SALES P+OOTION A+E AD(ANTA3ES TO O0 KTO DEALE+S No. o9 +espon6ents
Percentage
.1 3
21?44 '-?,,
2 6il &*
'2?22 6il 1##J
Partic5
rice off "dvertising
#
display
allowance $ree goods Others Tota<
This Guestion was meant to drew the answer about which sales promotional activity is advantageous and mostly preferred by dealers? It is found that ma@imum respondents wants price offs about 2, of respondents felt that price offs is more advantageous then any other sales promotional techniGues 3 respondents feels that advertising and display allowance will be advantageous to them i?e? '-?,, and
20
remaining 2 respondents preferred free goods that is '2?22? It is found that from the above analysis price off strategy is advantageous and most preferred promotional activity to dealers< second position was occupied by advertising and display allowance and third position was free goods?
2'
. ;/AT IS O0+ OPINION +E3A+DIN3 T/E FOLLO;IN3 ACTI(ITIES OF SAS0N3 8 Price8
No. o9 +espon6ents
Percentage
, 10 . &*
''?'' 41?11 /?// 1##J
Partic5
:ood Satisfactory oor Tota<
This Guestion was asked to the dealers to know what is their opinion about price< Guality< promotional support operated by Samsung limited? The analysis regarding price reveals that a ma@imum of 10 respondents over 12 is satisfactory i?e? 41?11< , respondents felt that it was good i?e? ''?'' remaining . respondents says it was poor i?e? /?/?
2.
!. 0ALIT
21
This Guestion was asked to know the Guality performance of Samsung over the other brands? $rom the response of dealers it is known that .4 respondents says that Samsung Guality is good i?e? 33?33< 3 respondents felt it as satisfactory i?e? '-?,, and No. o9 +espon6ents
Percentage
.4 3 ' &*
33?33 '-?,, .?33 1##J
Partic5
:ood Satisfactory oor Tota<
the remaining ' respondent feels that it is poor i?e? .?33? &ut the above responses in overall Samsung Guality is good?
OPIN ION OF D EALE+S +E3A+D IN3 0 ALIT-
33?33L 40?00L 30?00L 20?00L /0?00L ,0?00L '-?,,L
10?00L .0?00L
.?33L
'0?00L 0?00L :o od
Sat isfact or y
". P+OOTIONAL S0PPO+T8
2,
o or
This Guestion was posed to the dealers to know about how good Samsung gives No. o9 +espon6ents
Percentage
2 .3 1 &*
'2?22 3/ 4?11 1##J
Partic5
:ood Satisfactory oor Tota<
promotional support to dealers? The above responses from the dealers it is found that a ma@imum of .3 respondents over 12 respondents says that promotional support operated by Samsung is Satisfactory i?e?< 3/? 2 )espondents says that it was :ood i?e? '2?22 remaining 1 respondents says that it was oor i?e? 4?11? $rom the opinion of dealers it was known that promotional support operated by Samsung is Satisfactory?
1#. ;hat can yo5 6o to enhance the re
2/
The analysis of the above table shows that '2?22 of respondents for :ood
Partic5
No. o9 +espon6ents No. o9 +espon6ents
Percentage Percentage
. 12 .0 .0 1 '' 3
/?// '2?22 4?11 /3?', //?// 4?11 10?// '-?,,
&* &*
1##J 1##J
Strongly agree "ll Tota< Tota<
communication and /3?', of respondents for :ood services and 4?11 of respondents for :ood relationship and '-?', of respondents for "ll ?
11. /o= is the c5sto7ers acceptance to=ar6s Sa7s5ng pro65ctsM
22
The analysis of the above table shows that /?// of respondents for Strongly disagree and 4?11 of respondents for !isagree and //?// of respondents for "gree and 10?// of respondents for Strongly agree ?
23
C/APTE+ % (
FINDIN3S S033ESTIONS
FINDIN3S
'? The sales promotional activities adopted by Samsung electronic Ltd? are not much attractive when compared with the competitors? .? L: # Samsung operating good sales promotional support to the dealers when compared with the competitors? 1? The dealer says that company is not providing any free goods? They are giving ma@imum preference to advertising and display allowance?
24
,? The price+off and advertising allowance offered Samsung is low they compared to the other competitors? /? The dealer says that promotional support operated by Samsung is Satisfactory? 2?
The dealer says that Samsung Guality is good?
3?
!ealerBs opinion is satisfactory on price of Samsung.
2-
S033ESTIONS
'? There is a need for increase in sales promotion schemes? .? The competition in &ig ba>aar industry is increasing day by day thus it lead to sales promotion also should be high? 1? $ree goods strategy in sales promotion motivates and encourages the dealers? ,? $ree goods compliments should be provided to the dealers? /? roper care to be taken towards dealers in respect of financial matters? 2? There is need to increase in rates of the price offs? 3? There is a need to increase in the advertising and display allowance? 4? "dvertisement creates awareness of product in the minds of customers< so it has to be increased by company through maga>ines< and mass media etc?
30
+ECOENDATIONS
"n attempt has been made to suggest to the big ba>aar a few measures? These suggestions have been made within the preview of the data available?
'K The company must go for some more promotional activities rather than T9< advertisement< hoarding and news papers?
.K The company has to conduct the periodical meetings with customers and take their valuable suggestions?
1K The company may adopt policy of discounts cards and gifts to customers while purchasing the products?
,K Innovative efforts must be launched to improve the position through better marketing strategies?
/K Innovative packaging can give a company an advantage over
Competitors?
2K The store staff should be trained adeGuately so as to A convince the otential buyers< because his performance on jobs has great impact on Sale of a roduct?
3'
C/APTE+ % (I
0ESTIONNAI+E
3.
QUESTIONNAIRE
1. Na7e o9 the Dea
8
$. Dea
8
&. Tic4 o99 the category o9 6ea
aK *@clusive
bK Multiband
cK Sub+dealers
dK others
'. ;hat are @ario5s :ran6s yo5 are 6ea
aK Samsung # L:
bK Samsung # 9ideocon
cK Samsung # whirlpool
dK Samsung # godrej
). ;hat :ran6 is 9ast 7o@ing8
aK Samsung
bK whirlpool
cK L:
dK others
*. ;hat are the sa
aK rice off cK $ree goods
bK "dvertisement # display allowance dK others
. ;hich :ran6 operates high pro7otiona< acti@ities 8
aK Samsung
bK 9ideocon
cK L:
dK Others
!. ;hich sa
aK rice off cK $ree goods
bK "dvertisement # display allowance dK others
31
". ;hat is yo5r opinion regar6ing 9o<
3oo6
Satis9actory
Poor
rice %uality romotional Support 1#. ;hat can yo5 6o to enhance the re
aK :ood communication
bK :ood services
cK :ood relationship
dK "ll
11. /o= is the c5sto7ers acceptance to=ar6s Sa7s5ng pro65ctsM
aK Strongly disagree cK "gree
bK !isagree dK strongly agree
1$. Any other s5ggestions8
Than4 yo5
3,
&I&LO:)"(5
3/
