Submitted byAswinnath.ThadathilRoll.No:M140022MS

SOMS-NIT Calicut

Marketing-Strategic Planning-Big Bazaar

Let us understand the Retailing…

It is defined as a set of activities or steps used to sell a product or a service to consumer for their personal or family use.

The word ‘retail’ is derived from the French word retailing, meaning ‘to cut a piece of’ or ‘to break bulk’.

Existing Organized Retailing Formats in India

Branded

Stores

Hyper Market

s

Super Market

s

Departmental

Stores

Specialty

Stores

Convenience

Stores

Shopping

MallsDiscou

nt Stores

Retail Format HypermarketFounded 2001Headquarters Jogeshwari, MumbaiIndustry RetailPromoter Kishore BiyaniParent Pantaloon Retail India Ltd.Punch line ‘Is se sasta aur accha kahin

nahin’

Beat the Rising inflation!

Big Bazaar is the solution!

Customer Segmentation

• One stop shopping at discounted prices.• Provides Best Products at the Best

Prices.• Big Bazaar targets higher and upper

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.

Product Mix

• Various in-house brands are promoted. (Private Labels)

• Products of all the major brands are available at Big Bazaar

• Provides Best Products at the Best Prices.

• Big Bazaar sold over 300,000 pairs of jeans, 50,000 DVD-players and 25,000 microwave-ovens. In all, the fashion, electronics and travel segments made up about 70% of sales. Last year, these categories made up about 63%.

Price

Time Pricing

Value Pricing

Place

• 148 Stores in 70 cities across India, covering an operational retail space of 6 million square feet.

• High street area of cities & with approachable destination.

Promotion

Below the Line

Promotion

Above the Line

Promotion

“Star

Parivar

Collection

”

Promotion

• Saal ke sabse saste 3/4 din ( 13 / 14 – 16 August and 23 / 24 – 26

January)• Future Card (3% Discount)• Shakti Card • Brand Endorsement by M.S.Dhoni &

Asin• Exchange Offer – ‘Junk Swap Offer’• Point-of-Purchase Promotions

Promotion• Bring anything old and get anything new’

at Big Bazaar's

'The Great Exchange Offer’

The value will be in the form of coupons, which can then be used by customers to get extra savings of 20-25% over & above the special offers running in-store.

• Big Bazaar introduced Family Centre

This Family Center aims to build and nurture relationships with customers of multiple communities, be they Bengalis, Christians, Muslims, Marwaris…becoming the preferred shopping destination for their entire family.

People• • At the senior management level, the group hired high profile executives from reputed organizations and also tied up with a few management schools to create a management talent pool for the lower levels.

• Well-trained staff, the staff employed by Big-Bazaar are well-suited for modern retail.

• Well-dressed staff improves the overall appearance of store.

Physical Evidence

Big Bazaar stores are normally ‘U shaped’ and well planned & designed

Stylized to provide ample space to move around the store lay out has been designed to give a very contemporary and international look with wide aisle for easy movements.

Products are displayed and highlighted with customer friendly signage's, lighting and fixtures to enable hassle-free shopping for all.

Products in Big Bazaar are properly stacked in racks.

Throughout the store there are boards/written displays put up which help in identifying the location of a product. appropriate racks.

How IT and Internet help Big Bazaar in marketing

• Smarter software is the muscle behind IT solutions for Big Bazaar

•  Big Bazaar Direct is a unique business model which is the next revolution in the retail industry

• IT Infra projects for Business Helps Communication: Communication within the organization can be faster with the use of software like Lotus Notes

Strategies

• Right Product Mix

• More Non-food Display

• Store Labels

• Increased Volumes

• Bypassing Middlemen

• Back-end Operations, Supply Chain

Guerilla Marketing StrategyFuture Group have come up with 3 catchy/cocky and cheeky ad campaigns which surely do catch our eyes and surely one can’t resist appreciating the same.

Keep West-aSide. Make a smart choice!

Change Your Lifestyle. Make a smart choice!

Shoppers! Stop. Make a smart choice!

Conclusion

• Over emphasize on promoting private labels (Big Bazaar) could prove

counterproductive.

• Changes in pricing strategy has vital role in retailing.

• Big Bazaar mainly focus on middle class persons, who are more in this country

• Supply Chain Management is the key of success in retailing.

• IT and Internet makes the retail marketing process easier.

• Process should be such that reduces the transaction time.

Recommendations• Big bazaar needs to concentrate on their Online

and offline advertisement techniques.

• It should try to develop robust home delivery mechanism in its current area of operation

• Big Bazaar should try and increase the current market penetration

Thank you