Retail ManagementSubmitted To: Presented by: Naresh BangejaMrs. Preeti Jog Roll No. 3 Class: BBA (3rd year)
M Type Hypermarket Founded 2001 Headquarters Jogeshwari, Mumbai Industry Retail Products Department, Grocery store Promoter Kishore Biyani Parent Pentaloon Retail India Ltd Punch line “Is se sasta aur achha kahin nahi!” Website www.bigbazzar.com
INTRODUCTIONBig bazaar is a chain of shopping malls in India. Currently, there are 148big bazaar stores across 80 cities and towns in India. Big Bazaar offers awide range of merchandise including fashion and apparels, food products,general merchandise, furniture, electronics, books, fast food and leisureand entertainment sections.Food Bazaar, a supermarket format was incorporated within Big Bazaar in2002 and is now present within every Big Bazaar as well as in independentlocations.A typical Big Bazaar is spread across around 50,000 square feet of retailspace. While the larger metropolises have Big Bazaar Family centresmeasuring between 75,000 square feet and 1,60,000 square feet, BigBazaar Express stores in smaller towns measure around 30,000 square feet.
CONTINUEDMost 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 awholly owned subsidiary of Pantaloon Retail India Limited, that islisted on Indian stock exchanges. Big Bazaar was launched in September, 2001 with the opening of itsfirst four stores in Calcutta, Indore, Bangalore and Hyderabad in 22days. Big Bazaar wins CNBC Awaaz Consumer Awards for the thirdconsecutive 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. AtBig Bazaar,you will get: A wide range ofProducts at 6 – 60 % lower than the correspondingmarket 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.
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 MIXPeople 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 MIXProcess 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