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INDEX

INTRODUCTION

ABOUT BIG BAZAAR

CHARECTERISTICS

MISSION

VISSION

HISTORY

RETAILING STRATEGT:COMPETITIVE ADVANTAGE &


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Introduction Hyper market Discount store Value segment Head quarters-Jogeshwari,Mumbai Part of the Future group companies Naye India Ka Bazaar Currently 152 outlets in 90 cities Website:www.bigbazaar.com Approx 50000 sq feet Best products at best prices Classless destination Big Sized Indian Mandi Includes apparels,cosmetics,accessories,food,furnishing and general

merchandise.

One stop shopping at discounted prices.

About usChain of department stores in India, currently with 92 stores. It is owned by

KishoreBiyanis Pantaloon Retail India Ltd , Future Group. It has considerable

success in many Indian cities and small towns.

Supermarket chain, blends the look, touch and feel of Indian bazaars with

aspects of modern retail like choice, convenience and quality and Central, a

chain of seamless destination malls.

Provides the best products at the best price

Reflect the look and feel of Indian Reflect the look and feel of Indian bazaars at

their modern outlets.


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Characteristics

Store Based Retailer Retail chains Hyper market Discount store Wide assortment of merchandise Food oriented and general merchandise sold

MissionTo deliver everything, everywhere, every time to every Indian Customer in the

most profitable manner

One of the Core Values at Future group is Indianess and its corporate credo is-

Rewrite rules, Retain Values

VissionTo deliver everything, everywhere, every time to every Indian Customer in the

most profitable manner

One of the Core Values at Future group is Indianess and its corporate credo is-

Rewrite rules, Retain Values


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History Is se sastaaurachakahinnahi---Naye India Ka Bazaar

Was launched in Sep 2001

Inspiration-SaravanaStores,a local store in Chennai

First 4 stores-Calcutta, Indore, Bangalore and Hydrabadiin 22 days

Within a span of ten years, there are now 152 Big Bazaar stores in 90cities and towns across India

As the modern Indian family's favorite retail store, Big Bazaar ispopularly known as the "Indian Walmart

On successful completion of ten years in Indian retail industry, in 2011,Big Bazaar has come up a new logo with a new tag line: Naye India Ka

Bazaar, replacing the earlier one: 'IsseSastaAurAcchaKahinNahin'.


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RETAILING STRATEGY

Competitive advantage

Target AudienceBig bazaar targets higher and middle class customers.

The large and growing young working population is a preferred customer

segment.

Big bazaar specifically targets working women and home makers who are the

primary decision makers.


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MERCHANDISE MANAGEMENTMerchandise mix

Main attraction - Large product mix offered Stocked about 1,30,000items in over 20 product categories. In the first year apparel accounted for 70% of the off-take and the price,

largely responsible for the success.

Buying process for most of the categories at Big Bazaar was largely pricedriven.

PRODUCT RANGE:

Apparels:

Denims & T-shirts: Formal wear, casual wear, party wear, ethnic wear

Accessories: Under garments, Fabrics and cut pieces

Food:

Staples, Ready to eat ,ready to cook, spices

International food, Imported bazaar, Tea and coffee

Home and Personal care:

Shampoos, Detergents, Soaps, Liquid wash

Creams, Deodorants ,Home cleaners, Utensils

Chill station:

Soft Drinks, Packaged juices ,Milk Items

Frozen foods ,Ice Creams

Farm Produce:

Fruits and vegetables


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Imported Fruits ,Dairy Products

Electronics bazaar:

TV sets, Washing machines ,Refrigerators ,personal care

Micro waves, small appliances, Laptops ,Computer accessories, Kitchen Appliances

Fashion and Jewelry:

Footwear bazaar, Beauty care, Navara

Star parivaar ,MeenaBindre

Furniture bazaar:

Living room, Bedroom, Kitchen, Dining rooms, Kids room

Been bags ,Paintings ,Decorative items

Child care and toys:

Kids wear, Toy bazaar, Stationary, Child care


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Price adjustmentsValue Based pricinggive your customer more quality at a price less than

they expected to pay

Promotional pricing: is used as promotional tool, offers financing at low

interest rate

Special Event Pricing (Close to Diwali, GudiPadva, and DurgaPooja).

Psychological Pricing: concept of Psychological discounting (Rs. 99, 49, 999.9

etc.)

Differentiated Pricing: Time pricing i.e. difference in rate based on peak and

non-peak hours or days of shopping is also a pricing technique used in IndianRetail which is aggressively used by Big Bazaar. Wednesdays for example

being the cheapest day, this is to divert the weekend crowd.

Bundling: selling combo packs to the customers and adding value.

Promotion Wednesday-Cheapest day to divert the weekend crowd Sabsesaste din Bring anything old and take anything new(exchange coupons and

Direct exchange for electronics)

Republic day-Maha Savings day(For example pressure cooker for Rs299, two Ruf n Tuf Jeans for Rs 499, and a Motorola C115 for Rs 1,399.)

Full page advertisements on saturdays and sundays Brand endorsement by Asin and M.S Dhoni Shakti card


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Playing new tacticsGuerilla marketing Strategies:3 catchy ad campaigns which caught ones eye.

Taking on the biggies like shoppers stop,Lifestyle and Tatas West side.

keep West-aside.Make a smart choice!

Shoppers!Stop.Make a smart choice!

Change your Lifestyle.Make a smart choice!


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Level Of Customer service:Manufacturers warranty: Big Bazaar promises to sell original products from

the authorized dealers so that all applicable products carry the original

manufacturers warranty. To service any product purchased at Big Bazaar,

customer can visit the authorized service centre of the manufacturer. The

invoice accompanying the product is the warranty document.

Guaranteed delivery: To deliver the exact product that had been selected,

without defects. In case of receiving a different product/damaged in transit, the

customer should contact it within the stipulated time period and Big Bazaar will

ensure that it is replaced or refunded.

15 Days return policy: Product can be returned, no questions asked, as long as

it is in its original packaging and accompanied by its invoice. Just contact our

customer support and well arrange to pick up the product from your home.

Alternately, you can drop it off at the nearest Big Bazaar

Secure payment: To ensure that no payment misuse happens, they work with

banks and payment gateways to ensure that all information is protected.

Payments are protected both by it and by the policies of customers bank, andthe chances of fraud in these channels are actually very low.

Prompt customer support: Customer support is manned by dedicated call

centre personnel, who can take decisions and resolve the customers problems.

In case they cannot solve the problem at their end, they will trigger the required

action on your behalf or advise you the best possible method. Be assured that

when you call us, your call is being taken seriously.


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Multi Channel RetailingE-Tailing: To overcome location disadvantage, BB launched a merchandise

retailing website- www.futurebazaar.comwhich targets high end customers

ready to use credit cards.

Catalogues: Have different catalogues for everything, including gift

catalogues, discount catalogues from furniture to electronics etc. More visual

and convenient as it is portable, yet many products meet the customers eye at

the same time.

E-commerce hybrid: Format of small shops ,150 sq. ft. fitted with 40 digital

screens. Customers will be encouraged to browse through the entire range of

products on digital screen. They will be able to place the order, the delivery of

which will be arranged by the shop to their homes within a few hours


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STORE MANAGEMENT


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Place Initially identified future/potential development areas Acquires such areas at an early phase before the real estate value booms Located at high traffic areas Online trading Designed to look crowded

Exterior Design Facilities like parking and ease of access Store front is inviting and catchy for the customers, they should feel

welcomed. Should entice potential customers into the store All stores are easily accessible and are easy to spot due to the Bill board

advertisements placed right outside the store

Has massive appeal, exterior lookjustifies its name THE BIG BAZAARInterior-Space Layout Space planning/Floor plan- schematic that shows: Where merchandise and customer service departments are located How customers can circulate through the store Different Shelves with Product category boards Discount and promotional offers are stuck on walls, ceilings, floor etc to

meet the customers eye

Each Cashier is marked with a number and states if the counter is open orclosed.


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Human ResourceReview of in-house talent management, which involved mapping every

managerial position in the organization for their skills, competence and attitude

An inventory check of the existing talent base and addressing their development

need

Development centers: in- house assessors, which further aid in identifying

potential resources and helped chalk out post assessment development plans.

The companys Gurukool programme provides the front-end employees an

opportunity to imbibe the companys values and a sense of ownership to the

company.

Employee Growth Trust Fund that was launched during the last financial year

for the senior management.

Training: Learning & Development Team is responsible for training employees

at all the levels across the country, focusing on primary and secondary research

into various aspects of retail and assessment of training needs across

Knowledge, Skills & Attitude areas.

The emphasis is on creating product and process knowledge through well

defined programs.


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SWOT ANALYSIS:

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