10/9/2010 Big Bazaar XIDAS, Jabalpur 1 Big Team
10/9/2010 Big Bazaar
XIDAS, Jabalpur
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Big
Team
10/9/2010 Big Bazaar
XIDAS, Jabalpur
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What is Retailing
The term “Retailing”refers to any activitythat involves a saleto an individualcustomer.
Retailing is theinterface betweenthe producer andthe individualconsumer buying forpersonalconsumption.
RETAIL
ORGANISEDUN-
ORGANISED
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Size of Indian Retail
Size 2008 2010 Percentage
Change
Estimated size of retail in India (in
$bn)
353 416 18
Share of organized retail (%) in India 7 12 71
Size of organized retail in India (in
Rs)
78,300 Cr 2,30,000 Cr 194
Source: http://www.indiaretailing.com/india-retail-report.asp
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Kuber
complex
Varanasi
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About Big Bazaar Hyper mart
Chain of development store in India
Out let 104 out lets
Located in India
Parent group Future group
Owner Kishore Biyani (CEO)
Founded 2001
Head quarter Jogeswari , Mumbai
Industry Retail
website www.bigbazar.com
Tag line Is se sasta aur achha kahin nahi.
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Porter’s five force model
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Analysis5 Forces Analysis
Rivalry among the competitor •Reliance Retail, Aditya Birla Group , Vishal
Retail’s, Bharti and Walmart, etc
Threat of entrants
• FDI policy not favorable for international
players.
• Domestic conglomerates looking to start retail
chains.
•International players looking to foray India.
Bargaining power of supplier •The bargaining power of suppliers varies
depending upon the target segment.
•The unorganised sector has a dominant position.
• There are few players who have a slight edge
over others on account of being established
players and enjoying brand distinction.
Bargaining power of buyers • Consumers are price sensitive..
•Availability of more choice.
Threat of substitutes
•Unorganized retail
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Customer Segmentation
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.
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Life cycle of Big Bazaar
S
A
L
E
S
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MARKET
GROWTH
Market Share
High
LOW
HIGH
Low
Big Bazaar At BCG Matrix
MARKET
GROWTH
HIGH
LOW
MARKET
GROWTH
HIGH
Low
LOW
MARKET
GROWTH
HIGH
High Low
LOW
MARKET
GROWTH
HIGH
Market Share
High Low
LOW
MARKET
GROWTH
HIGH
High
Market Share
High Low
Market Share
High
MARKET
GROWTH
Low
Market Share
High
LOW
MARKET
GROWTH
Low
Market Share
High
HIGH
LOW
MARKET
GROWTH
Low
Market Share
High
Market Share
High Low
Market Share
High
MARKET
GROWTH
Low
Market Share
High
LOW
MARKET
GROWTH
LowHigh
HIGH
LOW
MARKET
GROWTH
LowHigh
HIGH
LOW
MARKET
GROWTH
LowHigh
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Physical
Evidence
People
Place Promotion
Price
Product
Process
7 ‘P’
Marketing Mix
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1.Product Mix
APPARELS
•Denims & T-Shirts
•Fabric & Cut piece
•Formal Wear
•Casual Wear
•Party Wear
•Ethnic Wear
•Accessories
•Under Garments
•Night Wear
•Dress Materials
•Sarees
FOOD
•Staples
•Ready to eat
•Ready to cook
•International Food
•Spices
•Imported Bazaar
•Tea & Coffee
FARM PRODUCT
•Fruits
•Vegetables
•Imported Fruits
•Dairy Products
CHILL STATION
•Soft Drinks
•Packaged Juices
•Milk Items
•Frozen Foods
•Ice Creams
HOME & PERSONAL CARE
•Shampoos
•Detergents
•Soaps
•Liquid wash
•Creams
•Deodorants
•Home cleaners
•Utensils
•Plastics
•Crockery
•Sundries
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Product Mix Cont..ELECTRONICS
BAZAAR
• Television sets
• Washing Machines
• Refrigerator
• Personal Care
• mBazaar
• Microwaves
• Small Appliances
• Laptops
• Computer Accessories
• Kitchen Appliances
FASHION & JEWELLERY
•Footwear Bazaar•Beauty Care•Navara•Star Parivar•Meena Bindre
FURNITURE BAZAAR
•Living Room•Bed Room•Kitchen•Dinning Rooms•Kids Room•Been Bags•Paintings•Decorative Items
CHILD CARE & TOYS
•Kids Wear•Toy Bazaar•Stationary•Child Care
OTHER SERVICES
•Mr. right•Bakery•Loot Mart•Tulsi•Future Money•Future Generally
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2.Pricing
• Value pricing
• Promotional pricing Low interest financing
Psychological discounting
Special event pricing
• Differentiated Pricing Time pricing
• Bundling
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Psychological pricing
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Time pricing Value Pricing
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Bundling
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3.Place
BIG BAZAR
INDIA
Number of out let-
104;
Located at main
city-tier I & tier city-II;
Area-10,000sq ft-
120000 sqft;
High street area of
city; &
Approachable
destination.
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4.Promotion
• Coupon, discount, more of the product at normal price, gift with purchase, competition, and prizes, money back offer, exchange offer, special occasion.
• Big Bazaar, in association with Star India Pvt Ltd, has launched a collection of designer ethnic wear under the brand "Star Parivaar
Below the Line
Promotion
• Giving advertise in news paper, TV. Internet (own website which give online shopping service),
• partnership with Bigfilx, Big FM 92.7.
Above the Line
Promotion
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PROMOTION
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5.People
• Well trained staff;
• Appearance;
• Empowered individual;
• Encouraged to think out of
box; &
• Example- Ved Prakash Araya
(Chief Operating) officer,
Sandeep Tarkas(Head
Marketing)
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6.Physical Evidence
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7.Process
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PositioningHigh
service
low service
Low price High price
Organization value and customer
value
*High organization
value
*Low customer value
Big Bazaar
*High organization
value
*High customer value
*Low organization
value
*Low customer value
*Low organization
value
*Low customer value
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Guerrilla marketing strategy
Future strategy of Big Bazaar
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Big Bazaar
Express
(<40000 sq.ft)
Standard
Big Bazaar
(40000 to 80000sq.
Ft)
Big Bazaar
Supercentres
(<75000 sq ft)
In JV with
Foreign Partner
Big Bazaar
Front end
operation
Back-end
Operation
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Marketing strategy
Activities Target Marketing Mix
Big wish All the population Process
Baby registry and marriage
registry
Married couple, waiting for
marriage
Promotion
Women forum Women Public relation
Interior decorator and dress
designer will be appoint in all the
store
Those customer who are very
specific about their decision.
People
Networking through internet All loyal customer, other net user . E-marketing
Religion Corner All the aesthetic people Product Mix
Adhar – Rural Centric Market 720 million consumer across 627000
villages.
Place
Tie up with IPL Sports lover Promotion
Improving Quality of product Prevailing as well as Prospect
customer
Product
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Thank You