Synopsis

Introduction to Internship

The internship is to be conducted at Big Bazaar, Hassan with the duration of ten weeks
which is held between third semester and fourth semester of MBA dated 15-01-2018 to 24-03-
2018. The main objective of the internship is to complete MBA course and to understand
corporate level of operations and gain experience and to understand the strategies used by the
corporate with the advantage of the practical knowledge. This internship is to be conducted to
find it out the brand positioning of Big Bazaar, Hassan. This will help to understand how the
brand Big Bazaar has been positioned in the minds of the customers. The responses will be taken
from customers at Big Bazaar.This internship helps me understand how to imply theoretical
concepts in practical way. It also helps me to develop skills and gain corporate experience and
knowledge. This internship has been facilitated me in gain practical knowledge in the corporate
organization and realize my theoretical knowledge to apply in the practice.

This study helps to understand the how the brand Big Bazaar has been perceived in the
minds of the customers at Big Bazaar, Hassan. This study is to be conducted for the purpose of
academics and this study even it will help to identify the actual work situations in the
organization and how they work together to achieve the common objectives. The study is going
to give me the practical exposure and experience of the work at organization.

Introduction to the Topic

Big Bazaar is one of the well known organized retailer in the country. It was founded by
Kishore Biyani in the year 2001. It is an Indian retail store that is operating in across Indian with
around 250+ stores in more than 115 cities and towns. It is operating through a chain of
Supermarket, departmental stores and grocery stores. The Big Bazaar at Hassan is a
Supermarket. The parent organization of Big Bazaar is Future Group. Big Bazaar is the parent
chain of Food Bazaar, Fashion at Big Bazaar and eZone. In the study I am going to study how
Big Bazaar has positioned itself and what is its brand visibility and how it has been perceived by
the Hassan customers.

The main aspect of MBA is to carrying out the internship is applicability of theoretical
concepts in the practical world in the corporate world. Summer internship project consist of ten
weeks and project work is a part of the curriculum of VTU, MBA. This study gives a clear cut
picture of the practical world and a picture about the industry. In initial weeks the project will
cover industry profile and company profile and further in later weeks the project will cover the
areas of the results of topic specialized.

The research work in the area of Marketing Management based on the topic “A study on
Brand Positioning with Special Reference to Big Bazaar, Hassan.” shall been undertaken to
prepare the project report.
 The brand positioning is studied to understand how the brand Big Bazaar has been placed
in the minds of the customers and how it has been perceived by the customers. This study will
help in effective marketing and better way to position in the future.

Title of the study

A study on Brand Positioning towards Big Bazaar with special reference to Big Bazaar, Hassan.

Need of the Study:

The study helps the company to identify the effective positioning of the brand Big Bazaar and it
will also help them in better positioning them in future. This study will also help the company
how the brand Big Bazaar has been perceived by the customers.

Objectives of the study:

 To study how the brand Big Bazaar has been positioned.

 To study the brand visibility of the brand Big Bazaar.
 To study the credibility.
 To study the unique attribute of the brand Big Bazaar.
 To study how Big Bazaar has positioned itself against the competitors.

Scope of the Study :

The study has been focused on the customers of Big Bazaar, Hassan. To know how
customers have perceived the brand Big Bazaar because it direct affects the brand image and
visibility.

 The positioning is based on the strategies formulated by the organization.

 To study will help the organization to know how brand is presently positioned and how
they can reposition it in the better way.

Statement of the Problem :

To reveal the brand positioning of Big Bazaar through interpreting the obtained data in
the best suitable way. The study is done by using convience sampling method as tool to collect
the primary data by using questionnaire, percentage analysis and other statistical tools which will
help in evaluating the primary data.

Literature Review :

According to Kotler Brand Positioning is defined as “The act of designing the company’s
offering and image to occupy a distinctive place in the mind of the target market.” Therefore a
brand positioning strategy involves creating brand associations in the customers minds to make
them perceive the brand in a defined manner. Brand positioning is important because it helps the
firm to position itself against its competitors in a well defined manner which will help the
company to market and communicate the thinks in a systematic and effective manner. The
concept of Brand Positioning is first surfaced in the year 1960 by two successful Madison ad
executive Jack Trout and Al Ries. It helps us to know how we are unique then our competitors. It
helps to focus and reach the firms customer effectively. It further helps to develop service and
pricing against its customers. Brand Positioning helps us in knowing brand Image, Brand
Visibility and Credibility.

Author : Karolina Janiszewska , Pozan University of Economics.

Publications : Journal of International Studies, 2012.

In the article the author as discussed about the branding and managing of the brand.He says that
the brand positioning is a frame work of visual communication related to execution. He also says
it helps to determine future brand development and brand positioning on the basis for gaining
competitive advantage especially in the global world. The author has defined the article in such a
way that it constitute of fundamental elements, structure of positioning claim ,branding
positioning process and indicating opportunities and limitations.

Authors: Sujan Mita and James R Bettman.

Publication : Journal marketing Research, Nov 1989

In the article the researchers demonstrated it by using four brands and how they are perceived
based on the brand positioning. They found that the brand which had positioned in strong manner
was differentiated by the customers when compared to general ones. The perception has affected
in both the extent of discrepancy of attribute and information from ad. They found that
comparison increased with time, it was like moderate and strongly sorting, showed the context of
multiple discrepant brands that differ there extent of discrepancy.

Authors : Parikant S. Manhas

Publication : J. econ. Finance adm. sci15(29),2010

The author in his article says that in the world of today it is a challenge to capture the market. So
it is possible to capture by new dimension called brand positioning. It can be done in various
ways such as specific benefit, targeting customers, pricing and distributing. He says that position
means people will prefer the brand over another. The article analyzes the position held by the
competive brands through cognitive and non- cognitive perceptions.
Author : Partha Parsad Chowdhury, Chartered Marketer (UK)

Publication : American Academic and Scholarly Research Journal, jan 2013.

The author have tried to fill the gap by highlighting the key positioning strategiesalong with few
guidelines to the marketers. For the effective positioning of brand in the market. To prepare the
research a large number of good research between 1958-2010 has been refered. Thestudy has
reveal the firms use different positioning concepts mainly highlighting product attributes,
product categories and competitors. The authors says that the article has been prepared I western
context and cannot be generalized everywhere. The study has given guidelines to develop
effective positioning strategies for achieving sustainable competitive advantage.

Research Methodology

Descriptive research has been planned to carry out which includes surveys, investigation various
types of data. The main objective is to reveal what has happened or what is happening in the
market. The researcher has no control over the variables but has the right to state what had
happened or what is happening on those variables. The researcher at the same time will try to
discover cause and effect variables. The survey can be done to collect the primary data and
evaluate the same.

In the research there will be two types of data present. They are primary and secondary data.
Primary data is directly collected from the sample and secondary data is been collected from one
who has carried out the study in past.

Primary Data Questionnaire.

Interaction with staff and employees.
Secondary Data Company website.
Records and reports of company.
Journals.
Internet and Books
Articles.
Internship Period Ten weeks.

Data Collection Tools: The tool which is going to be used to collect the primary data is
questionnaire.

Sampling Design:

Universe : The area of study includes the Hassan city in Karnataka.

Population : The customer of Big Bazaar in the Hassan city are population of the study.
Sample Unit : The customer who are visiting the Big Bazaar for frequent purchases are the
sample units.

Sample Size : A sum of fifty respondents shall be selected as sample size from active customers
of Big Bazaar, Hassan.

Sampling Technique : Non-Probability technique shall be selected for sampling. In the non-
probability sampling technique convenience sampling will be chosen to collect the sample.

Statistical Tool : Percentage analysis is used as statistical tool to analyze the demographic
information and other information.

PA (%) = Number of * 100

Total Respondents

Limitations of the Study

 The study is conducted for academic purpose. Thus the study has its own limitations.
 As the study is carried out for a short period of ten weeks because of the time constraint
and could not done done in depth.
 The sampling size will be restricted to fifty respondents only.
 The secondary data collected may or may not be accurate.
 The study is confined to only Big Bazaar, Hassan.