a presentation over rise and fall of big bazaar

1. Big Bazaar: Rise and Fall
By Shruti kumari

2. Introduction
• Big Bazaar was a company that operates a chain of departmental
and groceries stores offering vegetables , fruit, dairy, personal
products , garments.
• Headquarter – Mumbai
• Industry – Retail
• Founder – Kishore Biyani
• Founded - 2001

3. Target Market
• It mainly targeted middle class consumers to fulfil their all kind of
needs.
• They had different section for apparels at “Fashion Big Bazaar”
which mainly focused on the new , stylish and fashionable clothes
for all age group customers.
• It mostly focused on females and young Indian consumers who
relate more to the digital medium, offers, m-coupon, redemption
etc.

4. 4P’s followed at Big Bazaar
Product Mix
• Clothes : Denims and t-shirt,
fabrics and cutpiece, formal wear,
casual wear, party wear, ethnic
wear etc.
• Food Items : Ready to eat, Ready
to cook, International food spices,
fruits, vegetables, juice, milk item
etc.
• Cleansing agent
• Cosmetics
• Home appliances
Pricing
• Value Pricing [every day low
price]
• Promotional Pricing
• Bundling

5. Contd….
• Place store location
• Acquire such area at an early
phase before the real estate value
blooms.
• Located at high traffic areas.
• Potential Development Area
• Online trading.
• Designed to look crowed.
• Promotion
• Future card.
• Sal Ke Sabse Saste Din.
• Exchange offer.
• Shakti card.
• Weekend discount.
• Junk swap offer

6. Marketing Strategies
• Wednesday Bazaar
• Big Bazaar introduced the Wednesday Bazaar concept and
promoted it as “Hafte Ka Sabse Sasta Din”.
• It was mainly to draw customers to the stores on Wednesdays,
when least number of customers is observed.
• According to the chain, the aim of the concept is "to give
homemakers the power to save the most and even the stores in
the city have a fresh look to make customers feel that it is their
day.”

7. Continued..
• Sabse Sasta Din
• Big Bazaar introduced the concept of "Sabse Sasta Din". The idea was to
simply create a day in a year that truly belonged to Big Bazaar.
• Maha Bachat
• Maha Bachat is a single day campaign with attractive promotional
offers across all Big Bazaar stores. It has attractive offers in all its
value formats such as Big Bazaar, Food Bazaar, Electronic Bazaar
and Furniture Bazaar - catering to the entire needs of a consumer.

8. Continued..
• The great Exchange Offer
• Big Bazaar launched "The Great Exchange Offer", through which
the customers can exchange their old goods for Big Bazaar
coupons. Later, consumers can redeem these coupons for brand
new goods across the nation.

9. CRM at Big Bazaar
• Customer profitability analysis is done on the basis of
transactions made through the future cards.
• Platinum customers(Most profitable)
• Gold customers(Profitable)
• Iron customers(Low profitability but desirable)
• Lead customers(Unprofitable and undesirable)

10. Reasons Behind Downfall
• Investment in many businesses [2005].
• Entry of Flipkart [2007]
• Global Financial Recession [2008]
• High Amount of Debt [8,000crs] in 2012
• Entry of Big Basket, Snapdeal
• Acquired many companies…
• Nilgiris worth 300crs in 2014
• EasyDay Club in 2016
• HyperCity for 650crs in 2017
• E-Zone in 2018
• Pandemic [2019]

11. Three Things To Learn
• Proper Evaluation of Existing Business.
• Better Understanding of Market Trend.
• Observation of Customer’s Taste and Preference.

12. Thanks For Your Time.