PRODUCT PORTFOLIO

TARGET MARKET
All of these retail brands cater primarily
to low-income and middle-income Retail value

consumers Channel share Rank

Offer a wide range of grocery and non-

grocery items. Retailing 0.4% 1

The company positions itself as an Grocery retailers 0.7% 1

inexpensive retailer of high-quality
Modern grocery retailers 39.1% 1
grocery and non-grocery products for
daily use. Hypermarkets 70.5% 1

Future Value Retail Ltd: Competitive Supermarkets 5.6% 5

Position 2013 Internet retailing 0.0% 15

Source: Euromonitor International

CBBE Model for Big Bazaar:
SALIENCE
The main target segment for big bazaar is the middle and the upper middle class;
not forgetting the struggling class constituting workmen with lower incomes.
Taking numbers into consideration they serve the mass segment rather than a
niche one.
Being a retail store the product portfolio offered by them is quite wide in fact it
covers everything via its Furniture Bazaar, Electronic Bazaar, Food Bazaar, Fashion
bazaar etc.
The brand captures a share of peoples mind when it comes to easy and cheap
shopping experience. So looking at variety of products and the huge target
segment it can be said that the awareness level is quite high. Hence the following
facts can be concluded:
Medium Brand Salience (medium recall & Recognition)
Good Position in the retail category
High depth and breadth
IMAGERY
Since the target segment is more price sensitive so Big Bazaar focuses
on providing lots of discounts and hence cheap prices. Due to its
famous discount schemes like 'Hafte Ka Sabse Sasta Din and Maha
Bachat offer the image of Big Bazaar has been that of a store which
gives the customer the power to save the most. Often the cheap
prices of a product are perceived as a tactic to hide bad quality. So it
is not considered a high quality hypermarket by the higher income
segment but works fine with the lower one. The image can be listed
as below:
Cheaper Products
Gives the power of saving money
PERFORMANCE
Considering the fact that the target segment is not very quality
focussed group looking at the price at which big bazaar offers
products it can be concluded that:
Quality products: The quality is considered average or good as per
the price offered.
Value for money: The consumers feel that the products quality is
suited with the price attached to it.
Reliability: Products for home-making purposes are considered
reliable also the electronics segment offered by them is considered
good by the target segment.
FEELINGS
When a customer saves money or is given a power to save more the
feelings are positive.
Fun
Excitement
Satisfaction
Being Responsible
JUDGEMENT
Taking struggling class into consideration the products offered by the
firm are perceived as:
Credible.
Better quality at the price at which they are offered.
Strong association of the brand with the users.
Perceived as low quality by the higher income segments.
RESONANCE
Behavioural loyalty: For the target segment the loyalty is quite high. Because of
the cheaper prices and the huge amount of discounts offered at big bazaar it is
really hard for the consumers to resist the prices and switch to other
hypermarket.
Attitudinal attachment: The main reason for shopping here is out of necessity
and not positive attitude towards the brand. Less personal Attachment.
Sense of community: Sense of community is high. As the target segment is not
that diversified and is dedicated to a particular income group which is a majority
in a country like India.
Active engagement: The engagement is quite low as the target group focuses on
cheap prices and may shift to any other store if they find that they are saving
more money there. They do not invest much time or effort to seek information
about any upcoming event/news of the brand.
BRAND POSITIONING
Target Market: Low and middle income segment
Point of parity: Availability of a wide variety of product at one place. A
much diversified portfolio enables consumers to shop all what they
want at one place. It is really easy and provides spatial convenience
for the consumers.
Points of Difference:
1. The Great Exchange Offer Promotional
Pricing &
2. Sabse Saste Teen Din Advertising
3. Wednesday Bazaar (Hafte ka sabse Sasta Din) Campaigns

4. Loyalty programmes
Competitive Frame of Reference:
It projects itself as a hypermarket which offers the best prices also the offers that they give are value for
money as per the consumers.

Brand mantra:
With a slogan of "Is se sasta aur accha kahin nahi!" ("Nowhere cheaper or better than this!"), the Big Bazaar
targets itself directly at the average Indian's love of following the crowd and scrambling for a good discount.
 Coupon Discount, more of the products at normal price, gift
with purchase, competitions and prizes, money back offers and
Below the line exchange offers, special occasions.
Promotion

Giving advertisement in news papers, TV, Internet, (own website

Above the line which gives online shoping services)
Promotion Partnership with Bigflix, Big FM 92.7