Brand Analysis 2o6l55
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BRAND ANALYSIS AT BIG BAZAAR Presented By: Mausumi Aich Regn. No.: 1506260018 Guided By: Prof. 4/1/17 Swapna Menon
CONTENTS • Introduction to Retailing • Internship site • Branding • Ansoff’s Matrix of Big Bazaar • BCG Matrix of Big Bazaar • SWOT Analysis of Big Bazaar • Research • Classification of respondents • About the survey • Analysis Techniques • Analysis and Interpretation • Findings • Suggestions • Conclusion • Bibliography
4/1/17
Introduction To Retailing What is RETAILING? • the business of selling things directly to customers for their own use. • the activities involved in the selling of goods to ultimate consumers for personal or household consumption.
Key Players in Indian Retail Sector
4/1/17
ABOUT THE INTERNSHIP SITE •
•
•
Store Manager
Big Bazaar is a chain of (hypermarket) department stores owned by Future Group in India. Currently with 349 outlets. It works on the same economy model as Wal-Mart and has been successful in many Indian cities and small towns. Currently Big Bazaar stores are located CEO: Mr. Kishore Biyani only in India. Founded: 2001 Type: Hyper-market company Tagline: Naye India ka Bazaar
Assistant Store Manager
Department Manager
Assistant Department Manager
Team Leaders
Team
4/1/17
People Office (HR)
Safety
Branding The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.
FASHION BRANDS AVAILABLE AT BIG BAZAAR
4/1/17
ANSOFF’S MATRIX OF BIG BAZAAR Product/Service
4/1/17
Existing
New
Market Penetration Conducted Ruposree Rajo event to showcase the culture of Odisha
Product/Service Development Wi-Fi Facility provided in the store Patanjali Products
New
Market
Existing
Market Development New Stores opened in Gaya, Sewan, Keonjhar and Rourkela
Diversification T-24 Sim cards provided by Big Bazaar Future Bazaar- online gifting portal
4/1/17
Relative Market Share
HIGH
HIGH
LOW
FASHIO N SECTIO N
ELECTRONICS SECTION
FOOD BAZAAR
LUGGAGE SECTION
$
LOW
Market Growth Rate
BCG MATRIX OF BIG BAZAAR
SWOT ANALYSIS OF BIG BAZAAR STRENGTHS • Affordability for middle class • Wide range of products and service offerings • Attractive promotional offers • Good branding and advertising by also roping in celebrity brand ambassadors
WEAKNESSES • Not known globally and restricted to the Indian market only • No different game plan according to divergent people, their lifestyles, their tastes and budgets in India • No online existence
4/1/17
OPPORTUNITIES • To expand globally by tie-ups • Entering into high segment • Increased rural penetration
THREATS • Competitors global presence • Low priced brand perceived to be of low quality in Indian consumer minds
RESEARCH Research Objectives: • To study about all the available brands of Big Bazaar and to determine which brand is preferred more section-wise.. Research Methodology: Sampling Universe: All • Data type : Primary Data the customers who have • Research Approach : Survey visited the Store. Research • Survey Type : NonSampling Size: 100 Disguised Respondents • Research Instruments : Structured Limitations: Methods: Direct Questionnaire will not yield the •• Small Sample Size: A sample: size of 100 respondents Type of Questions Closedmore Endedaccurate results. • Lack of availability of secondary data. • Less reliability of primary data 4/1/17
CLASSIFICATION OF RESPONDENTS GENDER
female; 47%
male; 53% ma le
4/1/17
Analysis and Interpretation: This chart shows that male customers are more in the store than female customers. According to the survey, female customers consist of only 47% whereas male customers consist of 53%.
AGE 50 45 40 35 30 25 20 15 10 5 0
Analysis and Interpretation: This graph shows that Big Bazaar gets most of its customers between the age group of 20-35. Customers who are aged more than 50 are very rare visitors of Big Bazaar. <20
4/1/17
20-35
35-50
50>
MONTHLY INCOME 50 40 30 20 10 0
4/1/17
Analysis and Interpretation: This graph shows the income level of the customers visiting Big Bazaar. Big bazaar gets its customers from different income groups. According to this graph, more customers are from the income group of less than Rs. 10,000 monthly income. But it is interesting that customers whose monthly income is between 80,000 to 1,00,000 also visit Big
profesional; 3% housewife; 4% business; 12% student; 44%
service; 37%
OCCUPATION 4/1/17
Analysis and Interpretation: This chart shows the occupation of the customers of Big Bazaar. From this chart it can be interpreted that most of the customers of Big Bazaar are students and service people.
ANALYSIS AND INTERPRETATION
4/1/17
VISIT 60 50 40 30 20 10 0
4/1/17
Analysis and Interpretation: This graph shows the frequency of the visits of the customers to Big Bazaar. Most of the customers visit Big Bazaar in a monthly basis. Very few customers come fortnightly or occasionally. The attractive monthly offers provided by Big Bazaar is a reason that customers are monthly visitors to the store.
MOST VISITED SECTION 90 80 70 60 50 40 30 20 10 0
4/1/17
Analysis and Interpretation: This graph shows that most of the customers of Big Bazaar visit the Fashion section.
BRAND PREFERENCE IN MEN'S FORMAL 80
67
70 60 50 40
33
30 20 10 0
AFL
4/1/17
Knighthood
Analysis and Interpretation: This graph shows that Knighthood formal shirts are more preferred by the customers. The attractive offers and discounts and the product quality, colour and designs of Knighthood shirts are the reason for its more brand preference.
BRAND PREFERENCE OF MEN'S CASUALS 60
52
50 40
35
30 20 10 0
4/1/17
13
Analysis and Interpretation: This graph depicts that Buffalo T-shirts are more preferred by customers than Lee Cooper and DJ&C T-shirts.
BRAND PREFERENCE IN LADIES ETHNIC 80 70 60 50 40 30 20 10 0
4/1/17
70
30
Ateesha
Srishti
Analysis and Interpretation: In ladies ethnic section, Srishti brand is preferred more by women. The graph shows, Ateesha is preferred by 30% customers and Srishti is preferred by 70% customers.
BRAND PREFERENCE IN LADIES WESTERN 70
Analysis and Interpretation: In ladies western section, Lee Cooper is preferred more by women than DJ&C. AFL is least preferred.
60
60 50 40 30 20 10 0
4/1/17
30
10 DJ&C Lee-Cooper AFL
BRAND PREFERENCE IN SPORTS WEAR 80 67 70 60 50 40 30 20 10 0
4/1/17
26 7
Analysis and Interpretation: In sportswear section, Spunk is ahead of Champion and Converse. Spunk is preferred by 67% customers, 26% customers prefer Champion. Only 7% customers prefer Converse.
BRAND PREFERENCE DISTRIBUTION OF MEN'S T-SHIRTS
Spunk; 5% Umbro; 0% DJ&C; 24% Buffalo; 45%
Lee-Cooper; 25%
4/1/17
Buffalo LeeCooper DJ&C Spunk
Analysis and Interpretation: In Men’s T-shirts Buffalo is the leader. Both DJ&C and Lee Cooper share same amount of brand preference. Spunk and Umbro are least preferred.
BRAND PREFERENCE DISTRIBUTION IN MEN'S JEANSWEAR
Matrix; 20% Buffalo; 39% DJ&C; 18% Lee-Cooper; 23%
4/1/17
Buffalo LeeCooper DJ&C Matrix
Analysis and Interpretation: In Men’s Jeans also Buffalo is the leader. Buffalo jeans are more preferred by the customers because of the brand image and quality of the product the brand offers. Lee Cooper and Matrix jeans are preferred by 23% and 20% customers respectively. DJ&C brand is preferred by only 18% customers.
BRAND PREFERENCE DISTRIBUTION OF MEN'S CASUAL SHIRT
DJ&C; 30%
Buffalo; 38%
Lee-Cooper; 32%
4/1/17
Buffalo Lee-Cooper DJ&C
Analysis and Interpretation: In Men’s casual shirt Buffalo is preferred by 38% customers, LeeCooper by 32% customers and DJ&C by 30% customers.
BRAND PREFERENCE DISTRIBUTION OF WOMEN'S JEANS
Lee-Cooper; 48% DJ&C; 52% DJ&C
4/1/17
Analysis and Interpretation: In Women’s Jeans there exists a close competition between the two brands DJ&C and Lee-Cooper. While Lee Cooper provides good quality jeans and attractive offers, DJ&C offers jeans in different type of product quality and different price ranges so that every customer can afford it. Lee Cooper is preferred by 48% customers and DJ&C by 52% customers. One reason of DJ&C being the leader is that it provides jeans from low price range to high price range.
BRAND PREFERENCE DISTRIBUTION OF WOMEN'S CASUAL TOP
Lee-Cooper; 51%
4/1/17
DJ&C; 49%
DJ&C Lee-Cooper
Analysis and Interpretation: This graph shows that Lee Cooper is preferred more in case of casual tops rather than DJ&C.
BRAND PREFERENCE DISTRIBUTION OF WOMEN'S ETHNIC
Ateesha; 47%
4/1/17
Srishti; 53%
Analysis and Interpretation: In women’s ethnic, Srishti brand is preferred more than Ateesha because of its variety of products.
highly satisfied satisfied highly satisfied; 24% neutral dissatisfied; 1% dissatisfied highly satisfied; 75% dissatisfied
SATISFACTION PERCENTAGE
4/1/17
Analysis and Interpretation: Analyzing the overall brand preferences it is found that 75% people are satisfied with the brands available at Big Bazaar. It is a good point that 24% people are highly satisfied and only 1% customers are dissatisfied.
CONCLUSION • The fashion section is visited most by the customers of Big Bazaar. • In men’s section Buffalo is the most popular brand. • In ladies section, Srishti and Ateesha have close competition but still Srishti is preferred more by the customers. • Big Bazaar must offer discounts on the low preferred brands so as to boost their sales. • Big Bazaar must provide apparels of other popular brands like “W” so as to gain a competitive advantage.
4/1/17
BIBLIOGRAPHY Books Referred: •
Philip Kotler, marketing management, (Pearson education, 12thedition)
•
Naresh Malhotra marketing research (An applied orientation),
•
Research design, (Prentice hall of India pvt. 5th edition)
•
Berman B and Evans J.R, Retail Management (Pearson education, 10th edition)
•
Service Marketing by M.K Rampal
•
Integrated service marketing (4th edition) by Zeithmal
Websites Referred: •
ibef.org/industry/retail-india.aspx
•
https://www.bigbazaar.com
•
http://www.nasscom.in/overview-retail-market-analyzing-opportunities
•
http://www.slideshare.net/10021980/big-bazaar-final
•
https://www.idoub.com/document/260985368/Literature-Review-of-BIG-BAZAAR
References: •
Internal company data
•
Employees of the store and the sales staff
4/1/17
THANK YOU… ANY QUERIES..??? 4/1/17
CONTENTS • Introduction to Retailing • Internship site • Branding • Ansoff’s Matrix of Big Bazaar • BCG Matrix of Big Bazaar • SWOT Analysis of Big Bazaar • Research • Classification of respondents • About the survey • Analysis Techniques • Analysis and Interpretation • Findings • Suggestions • Conclusion • Bibliography
4/1/17
Introduction To Retailing What is RETAILING? • the business of selling things directly to customers for their own use. • the activities involved in the selling of goods to ultimate consumers for personal or household consumption.
Key Players in Indian Retail Sector
4/1/17
ABOUT THE INTERNSHIP SITE •
•
•
Store Manager
Big Bazaar is a chain of (hypermarket) department stores owned by Future Group in India. Currently with 349 outlets. It works on the same economy model as Wal-Mart and has been successful in many Indian cities and small towns. Currently Big Bazaar stores are located CEO: Mr. Kishore Biyani only in India. Founded: 2001 Type: Hyper-market company Tagline: Naye India ka Bazaar
Assistant Store Manager
Department Manager
Assistant Department Manager
Team Leaders
Team
4/1/17
People Office (HR)
Safety
Branding The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.
FASHION BRANDS AVAILABLE AT BIG BAZAAR
4/1/17
ANSOFF’S MATRIX OF BIG BAZAAR Product/Service
4/1/17
Existing
New
Market Penetration Conducted Ruposree Rajo event to showcase the culture of Odisha
Product/Service Development Wi-Fi Facility provided in the store Patanjali Products
New
Market
Existing
Market Development New Stores opened in Gaya, Sewan, Keonjhar and Rourkela
Diversification T-24 Sim cards provided by Big Bazaar Future Bazaar- online gifting portal
4/1/17
Relative Market Share
HIGH
HIGH
LOW
FASHIO N SECTIO N
ELECTRONICS SECTION
FOOD BAZAAR
LUGGAGE SECTION
$
LOW
Market Growth Rate
BCG MATRIX OF BIG BAZAAR
SWOT ANALYSIS OF BIG BAZAAR STRENGTHS • Affordability for middle class • Wide range of products and service offerings • Attractive promotional offers • Good branding and advertising by also roping in celebrity brand ambassadors
WEAKNESSES • Not known globally and restricted to the Indian market only • No different game plan according to divergent people, their lifestyles, their tastes and budgets in India • No online existence
4/1/17
OPPORTUNITIES • To expand globally by tie-ups • Entering into high segment • Increased rural penetration
THREATS • Competitors global presence • Low priced brand perceived to be of low quality in Indian consumer minds
RESEARCH Research Objectives: • To study about all the available brands of Big Bazaar and to determine which brand is preferred more section-wise.. Research Methodology: Sampling Universe: All • Data type : Primary Data the customers who have • Research Approach : Survey visited the Store. Research • Survey Type : NonSampling Size: 100 Disguised Respondents • Research Instruments : Structured Limitations: Methods: Direct Questionnaire will not yield the •• Small Sample Size: A sample: size of 100 respondents Type of Questions Closedmore Endedaccurate results. • Lack of availability of secondary data. • Less reliability of primary data 4/1/17
CLASSIFICATION OF RESPONDENTS GENDER
female; 47%
male; 53% ma le
4/1/17
Analysis and Interpretation: This chart shows that male customers are more in the store than female customers. According to the survey, female customers consist of only 47% whereas male customers consist of 53%.
AGE 50 45 40 35 30 25 20 15 10 5 0
Analysis and Interpretation: This graph shows that Big Bazaar gets most of its customers between the age group of 20-35. Customers who are aged more than 50 are very rare visitors of Big Bazaar. <20
4/1/17
20-35
35-50
50>
MONTHLY INCOME 50 40 30 20 10 0
4/1/17
Analysis and Interpretation: This graph shows the income level of the customers visiting Big Bazaar. Big bazaar gets its customers from different income groups. According to this graph, more customers are from the income group of less than Rs. 10,000 monthly income. But it is interesting that customers whose monthly income is between 80,000 to 1,00,000 also visit Big
profesional; 3% housewife; 4% business; 12% student; 44%
service; 37%
OCCUPATION 4/1/17
Analysis and Interpretation: This chart shows the occupation of the customers of Big Bazaar. From this chart it can be interpreted that most of the customers of Big Bazaar are students and service people.
ANALYSIS AND INTERPRETATION
4/1/17
VISIT 60 50 40 30 20 10 0
4/1/17
Analysis and Interpretation: This graph shows the frequency of the visits of the customers to Big Bazaar. Most of the customers visit Big Bazaar in a monthly basis. Very few customers come fortnightly or occasionally. The attractive monthly offers provided by Big Bazaar is a reason that customers are monthly visitors to the store.
MOST VISITED SECTION 90 80 70 60 50 40 30 20 10 0
4/1/17
Analysis and Interpretation: This graph shows that most of the customers of Big Bazaar visit the Fashion section.
BRAND PREFERENCE IN MEN'S FORMAL 80
67
70 60 50 40
33
30 20 10 0
AFL
4/1/17
Knighthood
Analysis and Interpretation: This graph shows that Knighthood formal shirts are more preferred by the customers. The attractive offers and discounts and the product quality, colour and designs of Knighthood shirts are the reason for its more brand preference.
BRAND PREFERENCE OF MEN'S CASUALS 60
52
50 40
35
30 20 10 0
4/1/17
13
Analysis and Interpretation: This graph depicts that Buffalo T-shirts are more preferred by customers than Lee Cooper and DJ&C T-shirts.
BRAND PREFERENCE IN LADIES ETHNIC 80 70 60 50 40 30 20 10 0
4/1/17
70
30
Ateesha
Srishti
Analysis and Interpretation: In ladies ethnic section, Srishti brand is preferred more by women. The graph shows, Ateesha is preferred by 30% customers and Srishti is preferred by 70% customers.
BRAND PREFERENCE IN LADIES WESTERN 70
Analysis and Interpretation: In ladies western section, Lee Cooper is preferred more by women than DJ&C. AFL is least preferred.
60
60 50 40 30 20 10 0
4/1/17
30
10 DJ&C Lee-Cooper AFL
BRAND PREFERENCE IN SPORTS WEAR 80 67 70 60 50 40 30 20 10 0
4/1/17
26 7
Analysis and Interpretation: In sportswear section, Spunk is ahead of Champion and Converse. Spunk is preferred by 67% customers, 26% customers prefer Champion. Only 7% customers prefer Converse.
BRAND PREFERENCE DISTRIBUTION OF MEN'S T-SHIRTS
Spunk; 5% Umbro; 0% DJ&C; 24% Buffalo; 45%
Lee-Cooper; 25%
4/1/17
Buffalo LeeCooper DJ&C Spunk
Analysis and Interpretation: In Men’s T-shirts Buffalo is the leader. Both DJ&C and Lee Cooper share same amount of brand preference. Spunk and Umbro are least preferred.
BRAND PREFERENCE DISTRIBUTION IN MEN'S JEANSWEAR
Matrix; 20% Buffalo; 39% DJ&C; 18% Lee-Cooper; 23%
4/1/17
Buffalo LeeCooper DJ&C Matrix
Analysis and Interpretation: In Men’s Jeans also Buffalo is the leader. Buffalo jeans are more preferred by the customers because of the brand image and quality of the product the brand offers. Lee Cooper and Matrix jeans are preferred by 23% and 20% customers respectively. DJ&C brand is preferred by only 18% customers.
BRAND PREFERENCE DISTRIBUTION OF MEN'S CASUAL SHIRT
DJ&C; 30%
Buffalo; 38%
Lee-Cooper; 32%
4/1/17
Buffalo Lee-Cooper DJ&C
Analysis and Interpretation: In Men’s casual shirt Buffalo is preferred by 38% customers, LeeCooper by 32% customers and DJ&C by 30% customers.
BRAND PREFERENCE DISTRIBUTION OF WOMEN'S JEANS
Lee-Cooper; 48% DJ&C; 52% DJ&C
4/1/17
Analysis and Interpretation: In Women’s Jeans there exists a close competition between the two brands DJ&C and Lee-Cooper. While Lee Cooper provides good quality jeans and attractive offers, DJ&C offers jeans in different type of product quality and different price ranges so that every customer can afford it. Lee Cooper is preferred by 48% customers and DJ&C by 52% customers. One reason of DJ&C being the leader is that it provides jeans from low price range to high price range.
BRAND PREFERENCE DISTRIBUTION OF WOMEN'S CASUAL TOP
Lee-Cooper; 51%
4/1/17
DJ&C; 49%
DJ&C Lee-Cooper
Analysis and Interpretation: This graph shows that Lee Cooper is preferred more in case of casual tops rather than DJ&C.
BRAND PREFERENCE DISTRIBUTION OF WOMEN'S ETHNIC
Ateesha; 47%
4/1/17
Srishti; 53%
Analysis and Interpretation: In women’s ethnic, Srishti brand is preferred more than Ateesha because of its variety of products.
highly satisfied satisfied highly satisfied; 24% neutral dissatisfied; 1% dissatisfied highly satisfied; 75% dissatisfied
SATISFACTION PERCENTAGE
4/1/17
Analysis and Interpretation: Analyzing the overall brand preferences it is found that 75% people are satisfied with the brands available at Big Bazaar. It is a good point that 24% people are highly satisfied and only 1% customers are dissatisfied.
CONCLUSION • The fashion section is visited most by the customers of Big Bazaar. • In men’s section Buffalo is the most popular brand. • In ladies section, Srishti and Ateesha have close competition but still Srishti is preferred more by the customers. • Big Bazaar must offer discounts on the low preferred brands so as to boost their sales. • Big Bazaar must provide apparels of other popular brands like “W” so as to gain a competitive advantage.
4/1/17
BIBLIOGRAPHY Books Referred: •
Philip Kotler, marketing management, (Pearson education, 12thedition)
•
Naresh Malhotra marketing research (An applied orientation),
•
Research design, (Prentice hall of India pvt. 5th edition)
•
Berman B and Evans J.R, Retail Management (Pearson education, 10th edition)
•
Service Marketing by M.K Rampal
•
Integrated service marketing (4th edition) by Zeithmal
Websites Referred: •
ibef.org/industry/retail-india.aspx
•
https://www.bigbazaar.com
•
http://www.nasscom.in/overview-retail-market-analyzing-opportunities
•
http://www.slideshare.net/10021980/big-bazaar-final
•
https://www.idoub.com/document/260985368/Literature-Review-of-BIG-BAZAAR
References: •
Internal company data
•
Employees of the store and the sales staff
4/1/17
THANK YOU… ANY QUERIES..??? 4/1/17
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