MARKETING STRATERGIES

OF
 INTRODUCTION:
 Big Bazaar is a chain of department stores
in India, currently with 75 outlets.
 It works on the same economy model as
Wal-Mart.
 It is owned by the Pantaloon Retail India
Ltd, Future Group.
 The idea was pioneered by entrepreneur
Kishore Biyani, the CEO of Future Group.
 Aims at being 350 stores by the end of year
2010.
Type: Subsidiary of Pantaloon Group.
Founded:2001.
Headquarters:Jogeshwari, Mumbai, India.
Industry :Retail.
Products : Department store, Grocery store.
Owner :Kishore Biyani.
Parent :Pantaloon Group.
Slogan :Is se sasta aur accha kahin nahin!.
Website:
http://www.pantaloon.com/bigbazaar.htm
MARKETING STRATERGIES:
PACKAGE:
 In big bazaar food products are well packed. Which attracts
the customers.
REASONABLE PRICE:
 Compared to the outside general stores, they sell these
products at a reasonable price.
WAREHOUSE MAINTENANCE:
 The products are not only well packed but also well stored.
Like fruits, vegetables, they are kept in refrigerators to assure
quality.
DISCOUNT:
 It is the main marketing strategy of big bazaar.
They provide huge discount and sometimes they
give gifts if we buy a certain amount of products.

FOR EX:
 Customers will get sugar for a year free on shopping
above Rs 4000.
 On shopping above Rs 8000, sugar and Charminar
basmati rice will be supplied free for a year.
TARGET:
 Generally business target the customers but big
bazaar target the days.
 They target Saturday’s and Sundays
especially, by which customers come in huge
numbers.

FOR EX:
'sabse saste 3 din‘
 Target group is middle class and upper middle
ADVERTISEMENT:
 They advertise on TV's, fm, banners etc. to inform the customer
about the offers in the big bazaar.

SEGMENTATION OF PRODUCTS:
 Products of big bazaar are kept in order, i.e., there is a specific
place for specific products.

ADVANTAGE:
 It helps a person to easily pick his required items and choose by
carefully looking at the prices and dates of items.
DISPLAY:

In the big bazaar the products are kept in such a

way that all the products are visible to the
customers.

All the products are kept in an attractive ways,

I.e., in attractive glass displays, color lightings will
be done.
Food Bazaar
 Many Big Bazaar stores have a grocery department and
vegetable section called the Food Bazaar.

 Big Bazaar stores in Metros have a gaming area and kids

play area for entertainment.

 It is also targeting the B2B segment and retailers who buy

in bulk and sell to smaller stores.

 Big Bazaar would offer special rates to retailers buying in

bulk; the discount could be 10-25 per cent.
TARGETING THE DAYS IN A UNIQUE WAY:

 “Maha Savings Day”.

 26th January a national holiday.

 Announcing a week back (in earlier).

 That 26th January would be the day when its going

to give ultimate discount on its entire range.
EXAMPLE:

Buy a 21 inch television at just about 5890 rupees.

 VIP suitcases were available at just about 200

rupees.

 A pair of Ruf and Tuf jeans were available at 499/-

only which is close to 50 % less than the market.
OTHER STRATEGIES
 They have introduced proper feedback forms and customer
care with a transparent box to put feedback.

 EXCHANGE OFFERS WITH 4 TIMES THE ORGINAL

MARKET IN THE PRICE.
OLD NEWS PAPERS.
OLD FURNITURES.
OLD COMPUTER WASTE.
OLD CLOTHES.
GUERRILLA MARKETING STRATEGIES
 Guerrilla marketing warfare strategies are a type
of marketing warfare strategy designed to wear-
down the enemy by a long series of minor attacks.

 Rather than engage in major battles, a guerrilla

force is divided into small groups that selectively
attacks the target at its weak points.

 Guerrillas are not ashamed to make a strategic

withdrawal.
STRENGTHS OF GUERRILLA
STRATEGIES
 Never attacks the enemy’s main force preserves resources.

 It is very flexible and can be adapted to any situation,

offensive or defensive.

 It is very difficult to counter with conventional methods.

 They change tactics very quickly.

 Which includes abandoning a market segment, product,

product line, brand, business model, or objective.
WHO ARE FOLLOWING ?

Corporates like
 COCA-COLA.
 PEPSICO.

The latest entrant is our very own ‘Future Group’- Big

Bazaar, Pantaloons, Future Bazaar, eZone are all part
of this group.
RIVALS OF BIG BAZAAR

SHOPPERS STOP.
LIFESTYLE.
TATA’S WESTSIDE.
 SUBHIKSHA.
 RELIANCE FRESH.
WESTSIDE
 Keep West - aSide. Make a smart choice !

SHOPPERS STOP
 Shoppers! Stop. Make a smart choice !
LIFESTYLE.
 Change Your Lifestyle. Make a smart choice !
REFERENCE:
 http://www.pantaloon.com/bigbazaar.

http://wikipedia.org/Marketingwarfarestrateg
ies.
 http://wikipedia.org/Guerrillamarketing.
 http://www.agencyfaqs.com
 http://indiareviews.wordpress.com