Marketing-Strategic

Planning-Big Bazaar

Submitted by
Aswinnath.Thadathil
Roll.No:M140022MS

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

Brand
ed
Stores

Super
Market
s

Hyper
Market
s

Discou
nt
Stores

Specia
lty
Stores

Departme
ntal
Stores

Convenie
nce
Stores

Shoppi
ng
Malls

Beat the Rising

inflation!
Big Bazaar is the
solution!
Retail Format Hypermarket
Founded
2001
Headquarters
Jogeshwari, Mumbai
Industry
Retail
Promoter
Kishore Biyani
Parent
Pantaloon Retail India Ltd.
Punch line
Is se sasta aur accha kahin
nahin

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

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

r
a
t
S var
ri ion
a
P
t
c
e
ll
o
C

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, Marwarisbecoming 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 BigBazaar 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

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 Strategy

Future Group have come up with 3 catchy/cocky
and cheeky ad campaigns which surely do catch
our eyes and surely one cant resist appreciating
the same.

Keep West-aSide. Make a smart

choice!
Shoppers! Stop. Make a smart choice!
Change Your Lifestyle. 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