BIG BAZAAR RETAILING

1. RETAIL ADVERTISING
STRATEGY
DHIRAJ BHATIA (410)
ROHAN DEY (420)
EUGENE ITTIARA (440)
ROHAN KELKAR (450)
MANAS MUKHERJEE (460)

2. Why Retail…..in INDIA
 Retail industry in India is a $500 Billion market
 India is top 5 retail market in the world
Retail Industry constitues 15% of the GDP
 Retail Past – Unorganized
 Retail Present – Accelerating
 Retail Future – Surpass other forms of business, with
increase per capita Income & India becoming the 3rd largest
economy by 2030

3. RETAIL ADVERTISING
 In Latin, ad vertere means "to turn toward “
 Advertising is a message designed to promote a product, a service
or an idea.
 The purpose of advertising is to sell products or services or an idea
 To be effective, an advertisement must first Attract attention and
gain a person’s Interest. It may then build Desire for a product and
provide a method for them to take Action
 4 Components of Advertising:-
- Advertising Strategy
- Creative Idea
- Creative Execution
- Media Planning / Buying

4. Advantage & Disadvantages
Advantages
- Attracts a large audience
- Gains pass along readership (for print)
- Low cost per contact
- Many alternatives available
- Control over message content; message
can be standardized
- Message study possible
- Editorial content surrounds ad
- Self-service operations possible
Dis-advantages
- Standardized messages lack flexibility
- Some media require large investments
- Geographic flexibility limited
- Some media require long lead time
- Some media have high throwaway rate
- Some media limit the ability to provide
detailed information

5. Advertising Media Comparison Chart
Medium Market Coverage Particular Suitability
Daily Papers
Single community or entire
metro area; local editions may
be available
All larger retailers
Weekly Papers
Single community usually;
may be a metro area
Retailers with a strictly local
market
Shopper Papers
Most households in one
community; chain shoppers
can cover a metro area
Neighborhood retailers and
service businesses
Phone Directories
Geographic area or
occupational field served by
the directory
All types of goods and
service-oriented retailers
Direct Mail Controlled by the retailer
New and expanding firms,
those using coupons or
special offers, mail order
Radio
Definable market area
surrounding the station
Retailers focusing on
identifiable segments
TV
Definable market area
surrounding the station
Retailers of goods and
services with wide appeal
World Wide Web Global
All types of goods and
service-oriented retailers
Transit
Urban or metro community
served by transit system
Retailers near transit
routes, especially those
appealing to commuters
Outdoor
Entire metro area or single
neighborhood
Amusement and tourist-oriented
retailers, well-known
firms
National Magazines Nationwide National chains
Local Magazines
Entire metro area or region,
zoned editions sometimes
available
Restaurants, entertainment-oriented
firms, specialty
shops, mail-order firms
Flyers/ Circulars Single neighborhood
Restaurants, dry cleaners,
service stations, and other
neighborhood firms

6. BIG BAZAAR - Introduction
 Big Bazaar is the supermarket/hypermarket chain of the Future Group
(Kishore Biyani owned)
 Launched in 2001, Big Bazaar is now the largest Hypermarket Chain in
India with over 200 brick-and-mortar outlets currently covering over 90
cities and towns
 Initially launched as a fashion format covering apparel, cosmetics and
general merchandise
 Current format includes Big Bazaar, Food Bazaar, Electronics Bazaar and
Furniture Bazaar
 Most Big Bazaar Stores are multi level and located in stand-alone
buildings or shopping malls in city centers
 Offer over 200,000 SKUs
 Claims to have over 1/3 market share of food and
groceries in organised retail sector

7. Entry and Market Strategy
 Target Market is the price/value conscious middle and lower middle
classes
 Objective was to quickly roll out stores and acquire as many loyal
customers as possible giving them a modern, convenient, comfortable retail
experience at low prices
 Pricing Objective is to maximize market share – hence use of value
pricing, promotional offers and differentiated pricing e.g. Wednesday
Bazaar where prices are lowered
 Bundling of products is also used to attract customers and increase sales
 Exchange offers are a recurring part of the cost saving theme
 Location of stores is in high traffic areas
 Introduced loyalty programs to retain clients and grow business per client
 Margins mainly from economies of scale and buying power – not mark-ups
The “Wal Mart of India”

8. Advertising/Sales Promotion Strategy
 Aimed at price/value conscious middle and lower middle classes
 No fancy margins, no frills – just honest prices
 Advertising and Sales Promotion Campaigns built around the
Price/Value theme and focused on this
Tag Line – “Isse Sasta Aur Kahin Nahin”
 Advertising tends to highlight savings possible and
lowest prices – “ Price Challenge Offer”
 Use of M S Dhoni as brand ambassador
 Wednesday Bazaar – “Hafte Ka Sabse Sasta Din”
 Shopping Bonanzas – “Saal Ke Sabse Saste 3 Din”
 Exchange Offers – “Junk Swap Offer”
 Maintain the tempo –Ads and offers at regular intervals
 Eye Catching – Large, mostly full-page ads

9. Retail Advertising Strategies
Advertisement Objective
• To generate image of ‘Big Bazaar’ in the mind of consumers as Low / Honest product
prices selling biggest hypermarket in India.
• To reach audience to announce various promotional schemes announced at different
occasions
Retail Advertising strategies by ‘Big Bazaar’
• Advertisements mainly on TV in a regional languages mainly Kannada, Hindi, English
• Big Bazaar announced promotional schemes on time to time bases to avoid long term
gap because offer is the most influential factor that is responsible for consumer
purchase decision.
• Advertisement mainly on three prime media, TV, print and Social media.
• Advertisement to emphasis on ‘Perceptual mapping’ i.e. Creating image of ‘Big-
Bazaar’ in the minds of consumers about it’s position of offering honest / low price
products.
• Big Bazaar uses ‘Bursting’ media scheduling to advertise ‘seasonally’ certain specific
promotional schemes and ‘through-out the year’ advertisements to promote Big Bazaar

10. Retail Advertising Strategies….contd.
• Leverage on brand ambassador concept with reliance on eminent and reliable
personalities like MS Dhoni, Shikhar Dhawan, Sakshi Tanwar etc.
• Contractual agreement with these personalities for 3 years period. The brand
ambassador are selected in such a way that they reflect the stand for common man.
• Target Market for Big Bazaar are three as below
 India one: The Consuming class which includes upper middle and lower
middle class (14% of India's population).
 India two: The Serving class which includes people like drivers, household
helps, office persons, liftmen, and washer-men (55% of India's population)
 India three: The Struggling class (31% of India's population).
• Advertising campaign is managed by ‘Mudra Communication Ltd’. - India's largest
integrated marketing communications and services network.

11. Retail Advertising Strategies….contd.
PRINT MEDIA

12. Current Strategy
 Recent foray into Online Retail :-
- Future Bazaar (Online Portal)
- Big Bazaar Direct

13. Current Strategy - Big Bazaar Direct

14. Current Strategy
 Target Franchises(1 Lakh) across India
 Investment of Rs. 3 Lakh per franchise
- 1 lakh as Security deposit
- 1 lakh as advance for goods to be sold
- 1 lakh for the Tablet, Training , Branding
etc.
 Big Bazaar estimates to generate $10 billion
annually through this concept.

15. Recommendations / Suggestions
Often many of the product are not sold because of low visibility,
high price so, the product should be properly displayed and discount
should be given to attract the customer to purchase the product.
 Better POS systems should be installed for quick billing procedures
 Sales person should be educated about the current offers
 Effective After Sales Service
 Maintenance of Hygiene should be paid more attention
 Customer care department is needed to take proper care of customer
complaints and queries
 Proper training procedure should be followed before the sales person
is facing the customer

16. Recommendations / Suggestions
 Retailing through internet and web based Technologies
 Added facilities like home Delivery and to an extent credit should
be added, it play an important role in Customer Acquisition and
retention programs
 During the off peak hour’s big bazaar should provide some offers
to its customers so that people would be encouraged to come to big
bazaar during off peak hours. The customers who are present in the
mall during the off peak hours of big bazaar will definitely go in to
big bazaar if surprise offers are made at that time
 Seating arrangements must be made for customers as well as for
employees also
 Aggressive expansive plans in tier II cities will open up new world
of opportunities

17. THANK YOU !