COMPANY PROFILE• Big Bazaar is part of Future Group founded in 2001.• Big Bazaar is a chain of hypermarket in India.• There are 214 stores across 90 cities and towns in India covering around 16 million sq.ft. Of retail space• Big Bazaar offers a wide range of merchandise including fashion and apparels, food products, general merchandise, furniture, electronics, books, fast food and leisure and entertainment sections.
LOCATION• The store of Big Bazaar, which we have visited, are situated in Shipra Mall and Aditya Mall.• Both the malls are established in the heart of the city or where usually consumers goes for shopping.• In both Shipra and Aditya Mall, Big Bazaar is present on the ground floor, facing the entrance, hence, attracting the visitors.
TRADE AREA ANALYSIS Primary Trade Zone: Usually 2-3 miles radius covers all customers from Shipra Sun City and from the nearby areas like college students of different colleges etc. Aditya Mall covers up by people from Indirapuram and all the nearby residential areas of Indirapuram etc. Overall 70-75% of customers are covered within these areas.
• Secondary Trade Zone: Usually 3-7 miles radius covers all customers of nearby areas like Sector 21, Sector 63 and other nearby areas. Overall 20% of customers get covered through these areas.• Tertiary Trade Zone: Usually 15-20 miles radius covers all customers from areas, which are far apart. Overall 10% of customers are covered through these areas.
TARGET MARKET• It mainly targets all types of consumers to full their every kind of needs.• They have different section for apparels at “Fashion Big Bazaar” which mainly focuses on the new, stylish and fashionable clothes for all age group customers.
STRATEGYWEDNESDAY 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 don a fresh look to make customers feel that it is their day.”
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 as 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.
THE GREAT EXCHANGE OFFER Big Bazaar launched "The Great Exchange Offer", through with the customers can exchange their old goods in for Big Bazaar coupons. Later, consumers can redeem these coupons for brand new goods across the nation.
STORE LAYOUT AND DESIGN• The store layout and design is perfect in creating image in the minds of the customers.• Planograms store design-providing lots of space for customers to walk and see varieties of products without any difficulty.• It is designed just like convenience stores to make people feel that they are shopping in their local streets.
VISUAL MERCHANDISINGIdea oriented Presentation• Different section of apparels having all types of apparels for men, women, kids etc.• Different section for electronic goods, toiletries products, etc.Colour Presentation• Warm colors like red and yellow to produce vibrant, emotional and hot active response• cool colors white and blue to have a peaceful, gentle and calm effect.
MusicControl the pace of store traffic, create an image andattract or direct consumer attention.LightningHighlight merchandise and structure space in efficientway. It captures a light mood of customers.Fixtures• Straight rack to hold lots of apparels• Gondolas are good for food and grocery
STORE AMBIENCEFood Bazaar The ambience of the store is like a convenience store. The whole setup provides freedom to the people inselecting the products of their choices.
Fashion Big Bazaar• As per the tagline, “Isse sasta aur achcha kahin nahi”, the merchandises are also available at very less prices.• They are placed in a bulk form in different types of fixtures and the atmosphere of the store is very calm and the colors and music used, displays the message and logo of big bazaar and also suits the taste of Indian customers.• But, sometimes, the ambience sounds bit boring and unpleasant because of repeated music, unchanged colors and stuffs. This area needs some improvement.
SIGNAGE USED BY BIG BAZAAR• Advertising is done by newspaper, television and through hoardings.• Hoardings at public places helps in attracting huge masses of people from various places.
PRICING STRATEGYValue Pricing (Every Day Low Price)Promotional Pricing• Low Interest Financing• Psychological DiscountingBundling (Offering several products for sale as onecombined product)
PROMOTION AND INNOVATIVEIDEAS TO SELL MERCHANDISE• Advertising ( Print ads, TV ads, radio ads )• Weekend Discounts• Exchange offers• Point of purchase promotion• Word of mouth• Brand Endorsement• Future Card
PLANOGRAMS USED BY BIG BAZAAR• Shows the placement of retail products on shelves .• It makes a section more aesthetically appealing to the customer.Affects of Planograms• Satisfying customer with a better visual appeal• Tighter inventory control and reduction of out of stock• Better-related product positioning• Improved sales• Assign selling potential to every inch of retail space• Effective communication tool for staff –produced display.
SPACE PRODUCTIVITYSPACE PRODUCTIVITYBig Bazaar has effectively utilizes its space in its store and as it is usually measured by sales per square foot of selling space therefore we came to know that it has been assigned in a logical manner so that it become convenient for customers to purchase and walk here and there to see the merchandise.FIXTURES• Straight Rack• Gondolas• Round rack
WALL FIXTURES• To make store wall merchandisable, and varities of clothes can be fitted into it.MERCHANDISE DISPLAY PLANNING• Shelving• Hanging• Stacking
CONCLUSION Big Bazaar with its size no doubt the biggest retail chain in India. The employees accept their responsibilities whole heartily. The store is reaching out to all section of society with its customer centric way of organizing the store. Big Bazaar creates a holistic experience of shopping.
RECOMMENDATIONS• Big Bazaar must perform demonstration new products to make customers aware and create trust among them.• General merchandise has number of departments so staff number should be increased to serve customer during weekend and big days.• Make some arrangement for any new scheme or offer such as queue system management so crowd can be controlled during big days.
THANK YOUANJALI MEHRA (PGFA1105)DIPENDRA RAJ TOMAR (PGFA1115)SHUBHRA SRIVASTAVA (PGFA1145)SIDDHARTH TRIPATHI (PGFA1147)VISHNU SONI (PGFA1160) Section A PGDM (G) 2011-13