mm ppt

RETAIL MARKETING STRATEGY:BIG BAZAAR

Group number 5

10YACMA076 Ravi Kumar

10YACMA077 Ravindranathgouda Bendigeri

10YACMA078 Reeja Mariam Mathew

10YACMA079 Rijabul Islam Talukdar

10YACMA080 Rohit Srivastava

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What is retailing?• Retailing is a distribution channel function, where one

organisation buys products from supplying firms or manufactures products themselves, and then sells these directly to consumers.

• Retail is the sale of goods to end users, not for resale, but for use and consumption by the purchaser. The retail transaction is at the end of the supply chain. Manufacturers sell large quantities of products to retailers, and retailers sell small quantities of those products to consumers.

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Future growth of Retail in India• US$ 395.96 billion in 2011 to US$ 785.12

billion by 2015• India ranks 39 on the list of the top 280 global

retailers as a preferred destination to establish operations.

• Top Indian Retailers- Big Bazaar, Bharti Retail, Reliance Retail, DLF shopping malls.

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Modern Format retailers

Supermarkets Hypermarkets Department StoresSpecialty ChainsCompany Owned Company Operated

Traditional Format Retailers

Kiranas: Traditional Mom and Pop StoresKiosksStreet MarketsExclusive /Multiple Brand Outlets

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World’s largest Retailers • Wal-Mart• France’s Carrefour• United Kingdom’s Tesco chain• India ranks 39th position

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Major Indian Retailers • Next retail India Ltd (Consumer Electronics)• Vivek Limited Retail Formats: Viveks, Jainsons, Viveks Service Centre, Viveks Safe Deposit Lockers• PGC Retail -T-Mart India, Switcher , Respect India , Grand India Bazaar ,etc.,• REI AGRO LTD Retail-Formats:6TEN Hyper & 6TEN Super• RPG Retail-Formats: Music World, Books & Beyond, Spencer’s Hyper, Spencer’s Super, Daily & Fresh• Pantaloon Retail-Formats: Big Bazaar, Food Bazaar, Pantaloons, Central, Fashion Station, Brand Factory, Depot, aLL, E-Zone etc.• Marks & Spencer: Clothing, lifestyle products, etc.• The Tata Group-Formats: Westside, Star India Bazaar, Steeljunction, Landmark, Titan Industries with World of Titans showrooms, Tanishq outlets,

Chroma.• K Raheja Corp Group-Formats: shoppers stop, Crossword, Hyper City• Lifestyle International-Lifestyle, Home Centre, Max, Fun City and International Franchise brand stores.• Pyramid Retail-Formats: Pyramid Megastore, TruMart• Nilgiri’s-Formats: Nilgiris’ supermarket chain• Subhiksha-Formats: Subhiksha supermarket pharmacy and telecom discount chain.• Trinethra- Formats: Fabmall supermarket chain and Fabcity hypermarket chain• Vishal Retail Group-Formats: Vishal Mega Mart• BPCL-Formats: In & Out• Reliance Retail-Formats: Reliance Fresh• Reliance ADAG Retail-Format: Reliance world• German Metro Cash & Carry• Shoprite Holdings-Formats: Shoprite Hyper• Paritala stores bazar: honey shine stores• Aditya Birla Group - more Outlets• Kapas- Cotton garment outlets

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• Type Hypermarket• Founded 2001• Headquarters Jogeshwari, Mumbai• Industry Retail• Products Department, grocery store• Employees More than 2000 people• Promoter Kishore Biyani• Parent Pantaloon Retail India Ltd• Punch line ‘Is se sasta aur accha kahin nahin’• Currently 138 outlets

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• One stop shopping at discounted prices• Provides best products at the best prices• Targets price conscious majority segment of

customers• Classless destination• Attracts a few thousand customers per day• “Is se sasta aur accha kahin nahin”• India’s first hypermarket retail outlet

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• Approx. 50000 Sq.ft.• One stop shopping at discounted prices• Provides best products at best prices• Targets price-conscious majority segment of

customers• Classless destination• Big-sized Indian “Mandi”- Big Bazaar.• Started purely as a fashion format including apparel,

cosmetics, accessory and general merchandise.

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• First Food Bazaar format was added as Shop-In-Shop within Big Bazaar in the year 2002

• Big Bazaar and Food Bazaar – blend the look, feel and touch of Indian bazaars with modern retail concepts of choice, convenience and quality.

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Milestones of Big Bazaar• 2001-Three Big Bazaar stores launched within a span of 22 days in Kolkata, Bangalore and

Hyderabad• 2002-Big Bazaar - ICICI Bank Card is launched. Food Bazaar becomes part of Big Bazaar• 2003-Big Bazaar enters Tier II cities with the launch of the store in Nagpur• 2004- awarded the country’s most admired retailer award in value retailing & food

retailing• 2005- Electronic Bazaar and Furniture Bazaar are launched• 2006- Big Bazaar launches Shakti, India’s first credit card program tailored for housewives• 2007- Big Bazaar partners with Futurebazaar.com to launch India's most popular shopping

portal• 2008- Big Bazaar dons a new look with a fresh new section, Fashion@Big Bazaar• 2009- Big Bazaar captures almost one-third share in food and grocery products sold

through modern retail in India• 2010- Big Bazaar connects over 30,000 small and medium Indian manufacturers and

entrepreneurs with around 200 million customers visiting its stores

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FORMAT DEFINITION• Hypermarket-A large superstore, combining a

supermarket and departmental store, offering full lines of grocery and general merchandise all under one roof.

• Key categories retailed- Food, groceries, apparel, furnishings, consumer durables

• Typical size Sq.ft.-15000-100000

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TARGET AUDIENCE• 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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PRICING• Value pricing( EDLP)

-low interest financing -psychological discounting -special event pricing• Differentiated pricing

-time pricing• Bundling

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Wednesday Bazaar at Big Bazaar.mpg.flv

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DENIMS &-T shirts

Fabrics & CutPiece

Formal Wear

Casual Wear

Party Wear

Ethnic Wear

Accesories

Undergarments

Night Wear

DressMaterial

Sarees

Shampoos

Detergents

Soaps

Liquid Wash

Creams

Deodrants

HomeCleaners

Utensils

Plastics

Crockery

Sundries

Soft Drinks

PackagedJuices

Milk Items

Frozen Food

Ice creams

Staples

Ready to eat

Ready toCook

InternationalFood

Spices

ImportedBazaar

Tea & Coffee

Fruits

Vegetables

ImportedFruits

DairyProducts

PRODUCTMIXAPPARELS FOOD FARM PRODUCE CHILL STATION

HOME & PERSONAL CARE

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TelevisionSets

WashingMachines

Refrigerators

Personal Care (Shavers, etc)

mBazaar

Microwaves

SmallAppliances

Laptops

ComputerAccessories

KitchenAppliances

mr. right

Bakery

Loot Mart

Tulsi

future money

futuregeneralli

Kids Wear

Toy Bazaar

Stationery

Child Care

FootwearBazaar

Beauty Care

Navaras

Star Parivar

MeenaBindre

Living Room

Bed Room

Kitchen

Dining Hall

Kids Room

Bean Bags

Paintings

DecorativeItems

PRODUCT MIXELECTRONICS

bazaar Fashion &

JewelleryFurniturebazaar

Child Care &Toys

Other Services

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Place – store locations• Initially identifies 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

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• Big Bazaar :: Jayanagar (Bangalore) Address : Salapuria Gateway Jayanagar, Plot No. 45/1 , A Block , Mareenahalli village , J.P. Nagar 2nd Stage , Ward no - 57, 9th Block , Near Ragiguddu anjinyaar temple Bangalore

Big Bazaar :: Whitefield (Bangalore) Address : Beside ITPL, Whitefield, K R Puram, Bangalore

Big Bazaar :: Hebbal (Bangalore) Address : Ring Road, Tumkur High Way, (Near BEL Factory) Maruthi Nagar, Nagashetty Halli, Bangalore

Big Bazaar :: Old Madras Road (OMR) (Bangalore) Address : Salarpuria Nova , No. 1 & 2, Varthur Road, Old Madras Road , Bangalore

Big Bazaar :: KSRTC (Bangalore) Address : KSRTC Bus Stand , Mysore Road, Opp Gali Anajeya Temple, Bangalore

Big Bazaar :: Banshankari (Bangalore) Address : 92/9 , 80 Feet Road, BSK III Stage, Kathariguppa , Banashankari Bangalore

Big Bazaar :: BMTC Bus Stand (Bangalore) Address : Double Road , BMTC Bus Stand, Near Lalbagh Main Gate, Bangalore

Big Bazaar :: Kormangala (Bangalore) Address : Salapuria Towers # 22 , Koramangala Industrial Layout, Hosur Road, Bangalore

Big Bazaar :: J.P.Nagar (Express) Address : 721, Puttenhally Main Road, Near Brigade Millennium Appt, RBI Layout, J.P Nagar, Bangalore

Big Bazaar :: Malleshwaram Address : #166, Housuja's Mall, Coconut Avenue Road, 5th Cross, Malleshwaram, Bangalore

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E-tailing• To overcome location disadvantage-launched a

merchandise retailing website• www.futurebazaar.com which targets high-end

customers ready to use credit cards.• Internet as place has put them in a profitable

position because there is minimal expense of maintaining a website.

• The low level of internet penetration proves a hindrance for rapid growth

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Promotion• “saal ke sabse saste 3 Din”• Future card(3% discount)• Shakti card• Advertising ( print ads, TV ads, radio)• Brand endorsement by M S DHONI• Exchange offer• Weekend discounts• Point of purchase promotions• Junk swap offer-exchange anything old for something new

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Sabse Saste 5 Din - 2011.flv

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• Some of the key offers • 5kg rice+5kg sugar+5kg oil for Rs799/-• Branded micro wave 17ltrs at Rs 1999/-• Branded DVD player + home theater at

Rs2999/-

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Playing new tactics• Guerilla marketing strategies – 3 catchy/cocky

and cheeky ad campaign which surely does catch one’s eyes.

• Taking on the biggies like Shoppers Stop, Lifestyle, and Tata’s Westside.

• “Keep West-aside. Make a mart choice!”• “Shoppers! Stop. Make a smart choice!”• “Change Your Lifestyle. Make a smart choice!”

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POSITIONING STRATEGY High service

High value position service oriented position

low price high pricePrice oriented position poor value position

low service

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• BIG BAZAAR RETAIL MIX- Caters to all age groups of a family.

Retail Strategy

Merchandise

assortments

Customer service

Pricing and location

Store design an d

display

Communication mix

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SWOT ANALYSISStrength -High brand equity-State of art infrastructure -EDLP-POP promotions-variety of stuff under single roof

WeaknessUnable to meet store opening targetsFalling revenue/sq.ftGeneral perception

OpportunityOrganized retail(4.15%)Evolving consumer preferences

ThreatCompetitorsGovernment policiesUnorganized retail

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Thank yo