BIG BAZAAR 2008 STUDY

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This study was conducted by Narendra Toshniwal and Sumeet Sinha on BIG Bazaar in April 2008. We have tried to provide the best possible, first hand details. Feedback narendra2356@gmail.com

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BIG BAZAAR 2008 STUDY

  1. 2. <ul><li>Type Hypermarket </li></ul><ul><li>Founded 2001 </li></ul><ul><li>Headquarters Jogeshwari, Mumbai </li></ul><ul><li>Industry Retail </li></ul><ul><li>Products Department, Grocery store </li></ul><ul><li>Promoter Kishore Biyani </li></ul><ul><li>Parent Pantaloon Retail India Ltd. </li></ul><ul><li>Punchline ‘ Is se sasta aur accha kahin nahin’ </li></ul><ul><li>Currently 83 outlets </li></ul>
  2. 3. <ul><li>One stop shopping at discounted prices. </li></ul><ul><li>Provides Best Products at the Best Prices. </li></ul><ul><li>Targets price conscious majority segment of customers. </li></ul><ul><li>Classless destination. </li></ul><ul><li>Attracts a few thousand customers per day </li></ul><ul><li>‘ Is se sasta aur accha kahin nahin’ </li></ul>
  3. 4. <ul><li>MARKETING MIX </li></ul><ul><li>‘ 7 P’s ANALYSIS’ </li></ul>
  4. 7. mr.right
  5. 8. IN HOUSE BRANDS @ BIG BAZAAR DJ & C CLEAN MATE SENSEI KORYO STAR SITARA CARE MATE FRESH & PURE RENUKA MAJITHIA SARAPOLO and 40 more brands FEW BRANDS @ BIG BAZAAR
  6. 9. PRICING OBJECTIVE <ul><li>MAXIMUM MARKET SHARE </li></ul>
  7. 10. PRICING <ul><li>VALUE PRICING (EDLP) </li></ul><ul><li>PROMOTIONAL PRICING </li></ul><ul><li>- LOW INTEREST FINANCING </li></ul><ul><li>- PSYCHOLOGICAL DISCOUNTING </li></ul><ul><li>- SPECIAL EVENT PRICING (GUDI PADVA) </li></ul><ul><li>DIFFERENTIATED PRICING </li></ul><ul><li>- TIME PRICING </li></ul><ul><li>BUNDLING </li></ul>
  8. 11. TIME PRICING
  9. 12. LOW-INTEREST FINANCING <ul><li>PSYCHOLOGICAL PRICING </li></ul>
  10. 13. BUNDLING
  11. 14. PRICING DISCLAIMER: * Price As on 5 th April 2008   MRP Brand Atta 10kg 240 185 Shakti Bhog Rice 10kg 210 210 Parimal Dal 5kg 225 225 Moong Sugar 5kg 95 94.05 Renuka* Tea 500g 54 53.46 Red Label Coffee 50g 68 68 Nescafe Refine Oil 10ltr 860 759 Dhara Ghee 2kg 400 330 Fresh n Pure* Salt 2kg 20 19.98 Tata Salt Soap 6pc 114 99 Cinthol Shampoo 400ml 199 179 Garnier Toothpaste 300g 79 74 Colgate Detergent   110   69 Clean Mate* Detergent Soap 4   40   39.96 Surf Excel Bar  Bathroom Cleaner 2 100    50 Clean Mate*  Bourntiva 500g 124 115 Bournvita   Total 2688 2409.51   Save 276.51
  12. 15. PLACE – Store Locations
  13. 16. SUPPLY CHAIN – BIG BAZAAR
  14. 17. PROMOTION <ul><li>‘ Saal ke sabse saste 3 din’ </li></ul><ul><li>Future Card (3% Discount) </li></ul><ul><li>Shakti Card </li></ul><ul><li>Advertising (Print Ads, TV Ads, Radio) </li></ul><ul><li>Brand Endorsement by M.S.Dhoni </li></ul><ul><li>Exchange Offer – ‘Junk Swap Offer’ </li></ul><ul><li>Point-of-Purchase Promotions </li></ul>
  15. 18. Some of the Key offers: <ul><li>A Dish TV SetTop Box at Rs 999/- (original cost Rs 3500/-) on a shopping of Rs 3500/- </li></ul><ul><li>5 Kg Rice + 5 Kg Sugar + 5 Kg Oil for RS 599/-. </li></ul><ul><li>Branded Microwave 17 ltrs at Rs 1999/-. </li></ul><ul><li>Branded DVD Player + Home theater at Rs 2999/-. </li></ul><ul><li>Magnum Queen Metal Bed with mattress and 2 pillows of Rs.12000/- at Rs.5999/-. </li></ul><ul><li>Nirlon Fry Pan @Rs.569/-. Get Tawa,Kadai & Gas Toaster free </li></ul>
  16. 19. Faida Zone INTERNATIONAL FOOD FESTIVAL
  17. 20. BILLBOARDS
  18. 21. PUBLIC RELATION
  19. 24. PEOPLE <ul><li>Well Trained Staff </li></ul><ul><li>Appearance </li></ul><ul><li>Empowered Individual </li></ul><ul><li>Encouraged To Think Out Of The Box </li></ul><ul><li>Employ close to 10,000 people and recruit nearly 500 additional people every month </li></ul><ul><li>Use Scenario Planning as a tool for Quick Decision Making </li></ul><ul><li>Security Gaurds At All Gates </li></ul>
  20. 25. PROCESS
  21. 26. PROCESS Contd..
  22. 28. PHYSICAL EVIDENCE
  23. 30. SWOT ANALYSIS
  24. 31. <ul><li>Strength </li></ul><ul><li>High Brand Equity </li></ul><ul><li>State-of-art infrastructure </li></ul><ul><li>EDLP </li></ul><ul><li>PoP promotions </li></ul><ul><li>Variety of stuff under single roof </li></ul><ul><li>Weakness </li></ul><ul><li>Unable to meet store opening targets </li></ul><ul><li>Falling revenue/sq. ft. </li></ul><ul><li>General perception </li></ul><ul><li>Opportunity </li></ul><ul><li>Organized retail (4.15%) </li></ul><ul><li>Evolving consumer preferences </li></ul><ul><li>Threat </li></ul><ul><li>Competitors </li></ul><ul><li>Government policies </li></ul><ul><li>Unorganized retail </li></ul>

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