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Presented by: Naresh BangejaRoll No. 3Class: BBA (3rd year)

Retail Management

Submitted To:Mrs. Preeti Jog

M

Type Founded Headquarters Industry Products Promoter Parent Punch line

Website

Hypermarket 2001 Jogeshwari, Mumbai Retail Department, Grocery

store Kishore Biyani Pentaloon Retail India Ltd “Is se sasta aur achha

kahin nahi!” www.bigbazzar.com

INTRODUCTION

Big bazaar is a chain of shopping malls in India. Currently, there are 148 big bazaar stores across 80 cities and towns in India. Big Bazaar offers a wide range of merchandise including fashion and apparels, food products, general merchandise, furniture, electronics, books, fast food and leisure and entertainment sections.

Food Bazaar, a supermarket format was incorporated within Big Bazaar in 2002 and is now present within every Big Bazaar as well as in independent locations.

A typical Big Bazaar is spread across around 50,000 square feet of retail space. While the larger metropolises have Big Bazaar Family centres measuring between 75,000 square feet and 1,60,000 square feet, Big Bazaar Express stores in smaller towns measure around 30,000 square feet.

CONTINUED Most of the Big Bazaar stores are multi-level and are located in stand-

alone buildings in city centers as well as within shopping malls.

Big Bazaar is part of Future Group  and is owned through a wholly owned subsidiary of Pantaloon Retail India Limited, that is listed on Indian stock exchanges.

Big Bazaar was launched in September, 2001 with the opening of its first four stores in Calcutta, Indore, Bangalore and Hyderabad in 22 days.

Big Bazaar wins CNBC Awaaz Consumer Awards for the third

consecutive year. Adjudged the

Most preferred Multi Brand Food & Beverage Chain,

Most Preferred Multi Brand Retail Outlet and

Most Preferred Multi Brand One Stop Shop

CONTINUEDYou will get around 1,70,000 products at 6- 60 % discount. At

Big Bazaar,

you will get: A wide range of

Products at 6 – 60 % lower than the corresponding

market price.

RETAILER TYPE

Big Bazar is a hypermarket combining a supermarket and a department store.

The result is an expansive retail facility carrying a wide range of products under one roof, including full groceries lines and general merchandise.

It allows customers to satisfy all their routine shopping needs in one trip.

CUSTOMER SERVICE Limited

Self Service

Customization

TARGET MARKET Big Bazar targets higher and upper middle class customers

The large and growing young working population is a preferred customer segment

Big Bazar specially targets working women and home makers

PRODUCT ASSORTMENTS Large number of categories Brand options Local brands Diverse merchandise customized

PRICING STRATEGY

Value Pricing (EDLP)

Promotional Pricing

low interest financing

psychological discounting

Differentiated Pricing(Special Event Pricing)

Bundling( offering several products for sale as one combined product)

SERVICE MIX

People Well trained staff at stores to help people with their purchases

Well-dressed staff improves the overall appearance of store.

Use scenario planning as a tool for quick decision making multiple counters for payment, staff at store to keep baggage and security guards at every gate, makes for a customer-friendly atmosphere.

SERVICE MIX

Process Big Bazaar places a lot of importance on the process right from the purchase to the

delivery of goods. When customers enter the stores they can add the products they which to purchase in their trolley from the racks. There are multiple counters where bill can be generated for purchases made. Big Bazaar also provides delivery of products over purchases of Rs. 1000.

SERVICE MIXPhysical Evidence Products in Big Bazaar are properly stacked in appropriate racks. There are different

departments in the store which display similar kind of products. Throughout the store there are boards/written displays put up which help in identifying the location of a product. Moreover boards are put up above the products which give information about the products, its price and offers. Big Bazaar stores are normally ‘U shaped’ and well planned & designed

STORE ATMOSPHERE

Multiple clusters/mini bazars

Different sections selling different categories

U-Shaped

PROMOTION & INNOVATIVE IDEAS

“Saal ke Sabse Saste 3 din” Future Card (3% discount) Shakti Card Advertising (print ads, TV ads, Radio) Word of mouth POP Promotions Brand Endorsement by M.S. Dhoni and Asin Exchange Offer Weekend Discounts Point of purchase promotion ‘Junk’ Swap offer- “Exchange anything old for something new”

SOME OF THE KEY OFFERS

5kg rice + 5kg sugar + 5kg oil for Rs.599/- Branded microwave 17litres at Rs.1999/- Branded DVD player + Home Theatre at Rs.2999/-

NEW TACTICS Guerilla marketing strategies – 3 cheeky ad campaigns which surely

catch one’s attention Taking on the biggies like Shoppers Stop, Lifestyle and TATA’s

Westside

“Keep West-aside. Make a smart choice!”

“Shoppers! Stop. Make a smart choice!”

“Change your Lifestyle. Make a smart choice!”

LOCATION Big Bazar initially identifies future growing areas.

Acquires such areas at an early stage before the real estate value booms.

Selects the low cost Locations

Big Bazar is located at high traffic area of Vashi Station, Which is the centre of Navi mumbai

Big Bazar (Vashi) has been designed in such a way that it should look crowded.

It is situated at one of the best locations of the city.

ANALYSIS Income wise distribution of customers coming to big

bazaar 

Higher Income Group 5%

Middle Income Group 50%

Lower Income Group 20%

No Income Group 25%

CUSTOMERS PREFERENCE TOWARDS KIRANA STORE Yes 85% No 15%

What we can get from this is that? kirana store is one of the competitor of big bazaar. It is a threat for

big bazaar as some of the attributes of a kirana store provides more satisfaction to customers. Big bazaar should try to improve on each of its attributes and out compete the kirana store so that it can convert the customers of kirana store to be the customers of big bazaar.

CONCLUSION

Big bazaar is a major shopping complex for today’s customers. It is a place where customers find variety of products at a reasonable price. Big bazaar has a good reputation of itself in the market. It has positioned itself in the market as a discounted store. The majority of customers belong to middle class family. The youth generation also likes shopping and moving around big bazaar.

The major drawback of big bazaar is that it lacks in providing branded products and in quality. The staff service also does not meet the expectations

THANK YOU