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Big Baazar Retail Marketing


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Retailing process for one of the leading supermarket brands in India, Big Baazar

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Big Baazar Retail Marketing

  1. 1. Subject:- RETAIL MANAGEMENT.
  2. 2. Project title:- Retail Management of “BIG BAZAAR”
  3. 3. About Big Bazaar:-  Big bazaar is a chain of shopping malls in India.   There are 148 big bazaar stores across 80 cities  and towns in India.  It is designed as an agglomeration of bazaars or  Indian markets with clusters offering a wide range  of merchandise including fashion and apparels,  food products, general merchandise, furniture,  electronics, books, fast food and leisure and  entertainment sections.
  4. 4. Some key points about the area of Big Bazaar.  A typical Big Bazaar is spread across  around 50,000 square feet of retail  space.  The larger metropolises have Big  Bazaar Family centres measuring  between 75,000 square feet and  1,60,000 square feet.  Big Bazaar Express stores in smaller  towns measure around 30,000 square  feet
  5. 5. Most of the Big Bazaar stores are multi-level and are located in stand- alone buildings in city centers as well as within shopping malls. These stores offer over 200,000 SKUs ( Stock keeping Units) in a wide range of categories led primarily by fashion and food products.
  6. 6. History of “Big Bazaar” Big Bazaar was launched in September, 2001 with the opening of its first four stores in Calcutta, Indore, Bangalore and Hyderabad in 22 days. Within a span of ten years, there are now 148 Big Bazaar stores in 80 cities and towns across India.
  7. 7. Vision of future group. Future Group shall deliver Everything, Everywhere, Every time for Every Indian Consumer in the most profitable manner.
  8. 8. Mission of future group. We share the vision and belief that our customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development. We will be the trendsetters in evolving delivery formats, creating retail realty, making consumption affordable for all customer segments – for classes and for masses. We shall infuse Indian brands with confidence and renewed ambition. We shall be efficient, cost- conscious and committed to quality in whatever we do. We shall ensure that our positive attitude, sincerity, humility and united determination shall be the driving force to make us successful.
  9. 9. Time wise developments:- 2001 Three Big Bazaar stores launched within a span of 22 days in Kolkata, Bangalore and Hyderabad 2002 Big Bazaar - ICICI Bank Card is launched. Food Bazaar becomes part of Big Bazaar with the launch of the first store in Mumbai at High Street Phoenix
  10. 10. 2003 Big Bazaar enters Tier II cities with the launch of the store in Nagpur Big Bazaar welcomes its 10 million-th customer at its new store in Gurgaon. 2004 Big Bazaar wins its first award and national recognition. Big Bazaar and Food Bazaar awarded the country’s most admired retailer award in value retailing and food retailing segment at the India Retail Forum A day before Diwali, the store at Lower Parel becomes the first to touch Rs 10 million turnover on a single day
  11. 11. 2005 Initiates the implementation of SAP(Standard Assessment Procedure) and pilots a RFID project at its central warehouse in Tarapur. Launches a unique shopping program: the Big Bazaar Exchange Offer, inviting customers to exchange household junk at Big Bazaar Electronic Bazaar and Furniture Bazaar are launched 2006 Mohan Jadhav sets a national record at Big Bazaar Sangli with a Rs 1,37,367 shopping bill. The Sangli farmer becomes Big Bazaar’s largest ever customer. Big Bazaar launches Shakti, India’s first credit card program tailored for housewives Navaras – the jewellery store launched within Big Bazaar stores
  12. 12. 2007 The 50th Big Bazaar store is launched in Kanpur Big Bazaar partners with to launch India's most popular shopping portal. Big Bazaar initiates the Power of One campaign to help raise funds for the Save The Children India Fund Pantaloon Retail wins the International Retailer of the Year at US-based National Retail Federation convention in New York and Emerging Retailer of the Year award at the World Retail Congress held in Barcelona. 2008 Big Bazaar becomes the fastest growing hypermarket format in the world with the launch of its 101st store within 7 years of launch Big Bazaar dons a new look with a fresh new section, Fashion@Big Bazaar Big Bazaar joins the league of India’s Business Superbrands. It is voted among the top ten service brands in the country in the latest pitch.
  13. 13. 2009 Big Bazaar opens its second store in Assam at Tinsukia. Big Bazaar initiates Maha Annasantarpane program at its stores in South India – a unique initiative to offer meals to visitors and support local social organizations. Big Bazaar captures almost one-third share in food and grocery products sold through modern retail in India. 2010 Future Value Retail Limited is formed as a specialized subsidiary to spearhead the group’s value retail business through Big Bazaar, Food Bazaar and other formats. Big Bazaar wins CNBC Awaaz Consumer Awards for the third consecutive year. Adjudged the most preferred Most Preferred Multi Brand Food & Beverage Chain, Most Preferred Multi Brand Retail Outlet and Most Preferred Multi Brand One Stop Shop Big Bazaar connects over 30,000 small and medium Indian manufacturers and entrepreneurs with around 200 million customers visiting its stores.
  14. 14. Mall visited was:- Phoenix Mills, 462,Senapati Bapat Marg, Lower Parel, Mumbai - 022 66626704
  15. 15. About the store:-  Prime location.  Trolley’s available at the entrance.  High end security.  A customer service counter just at the entrance to  guide the customers.  On right of the entrance lies the “cash counter”  Good ambience.  Huge LCD’s with “future group channel” promoting  the “big bazaar”.  A cash counter at every floor.
  16. 16.  Effective advertising of “big bazaar” in the store  itself.  Huge banners and posters of the endorsed celebs  ( M.S DHONI and ASIN).  Various discount tag’s seen in the store in different  products department.(eye catching)  Excellent presentation of the products ( Rice).  Employees with a simple dress code.  Customers are left alone fro shopping.(No  influence, unless asked)  Stocks, wash rooms in extreme corners of the  store.
  17. 17.  Proper utilization of the space.  Store manager, HR manager and other high  authority offices at the end of the first floor behind  the stock.  Less space offices for high officials.  No elevator for customers.  Bags, Cycles ,flower pots, paintings etc kept while  walking the stairs.  Name of the department in bold on top for easy  view. (kids apparels) ( Electronics).  Bright colors used to catch the attention.  Ample stocks.
  18. 18.  Huge trolleys for small kids to have fun.  Majority of the products at the eye level.  Huge advertisement of the indigo CS car at the entrance.  Entrance has a transparent view for outsiders to catch the attraction too towards the promotion offers displayed in the store.  Trolleys have advertisements on them like “visa card”.  No personal selling by other brands in the mall.  Management was planning the huge event (sabse saste saat din).  Food counter at the entrance of the mall.
  19. 19. SOME MORE MARKETING STARTEGIES. Segmentation, targeting and positioning together comprise a three stage process.  A. Determine which kinds of customers exist, B. Select which ones we are best off trying to serve, C. Implement our segmentation by optimizing our products/services for that segment and communicating that we have made the choice to distinguish ourselves that way.
  20. 20. TARGET AUDIENCE.  Big Bazaar targets higher and upper middle class customers.  The large and growing young working population is a preferred customer segment.  Big Bazaar specifically targets working women and home makers who are the primary decision makers.
  22. 22. Marketing Mix  Product  Price  Place  Promotions  Physical evidence.  People  Process
  23. 23. 1.Product Mix Apparels. • Denims and t-shirts, Fabric & Cut piece • Formal Wear • Casual Wear • Party Wear • Ethnic Wear • Accessories • Under Garments • Night Wear • Dress Materials • Sarees.
  24. 24. Food  Staples  Ready to eat  Ready to cook  International Food  Spices  Imported Bazaar  Tea & Coffee
  25. 25. Farm products  Fruits  Vegetables  Imported Fruits  Dairy Products
  26. 26. CHILL STATION  Soft Drinks  Packaged Juices  Milk Items  Frozen Foods  Ice Creams
  27. 27. HOME & PERSONAL CARE • Shampoos • Detergents • Soaps • Liquid wash • Creams • Deodorants • Home cleaners • Utensils • Plastics • Crockery • Sundries
  28. 28. ELECTRONICS BAZAAR •Television sets •Washing Machines •Refrigerator •Personal Care •mBazaar •Microwaves •Small Appliances •Laptops •Computer Accessories •Kitchen Appliance
  29. 29. FASHION & JEWELLERY  Footwear Bazaar  Beauty Care  Navara  Star Parivar  Meena Bindre
  30. 30. CHILD CARE & TOYS  Kids Wear  Toy Bazaar  Stationary  Child Care
  31. 31. FURNITURE BAZAAR • Living Room • Bed Room • Kitchen • Dinning Rooms • Kids Room • Been Bags • Paintings • Decorative Items
  32. 32. 2. Pricing Value pricing Promotional pricing Low interest financing Psychological discounting Special event pricing Differentiated Pricing Time pricing Bundling
  33. 33. Psychological pricing
  34. 34. Time pricing
  35. 35. Value Pricing
  36. 36. Bundling
  37. 37. 3.Place  Number of out let- 104  Located at main city-tier I & tier city-II;  Area-10,000sq ft- 120000 sqft;  High street area of city; &  Approachable destination.
  38. 38. 4.Promotion Below the Line Promotion Coupon, discount, more of the product at normal price, gift with purchase, competition, and prizes, money back offer, exchange offer, special occasion. Big Bazaar, in association with Star India Pvt Ltd, has launched a collection of designer ethnic wear under the brand "Star Parivaar. Above the Line Promotion Giving advertise in news paper, TV. Internet (own website which give online shopping service), partnership with Bigfilx, Big FM 92.7.
  39. 39. 04/24/14 Big Bazaar XIDAS, Jabalpur 46 PROMOTION
  40. 40. 5.People •Well trained staff; •Appearance; •Empowered individual; •Encouraged to think out of box; & •Example- Mr. Kishore Biyani (Chief Operating) officer, •Sanjeev Agarwal, joint CEO of Big Bazaar of the Future Group chain,
  41. 41. 6.Physical Evidence
  42. 42. 7.Process
  43. 43. 8. Positioning •low price. •Good quality •Good services •Availability of many options. •All under one roof. •Good ambience.
  44. 44. 9. Presentation.
  45. 45. Guerrilla marketing strategy
  46. 46. SaSbe SaSta Din /SaSbe SaSta Din / SabSe SaSte 5 DinSabSe SaSte 5 Din  January 26th, 2005, when the company rewrote the retail chapter in India, with the introduction of a never-before sales campaign “Sasbe Sasta Din”  The year’s most economical “Sabse Saste 5 Din” of shopping where buyers are being promised ‘rock bottom prices, mega deals & discounts’.  Stock had gained 54% in 5 days
  48. 48. FOOD BAZAAR
  49. 49. SWOT Analysis
  50. 50. STRENGTHS  Thorough understanding of the needs of Indian consumers.  Vast range of products under one roof.  Benefit of being pioneer in the Indian retail industry.  Superior quality goods are available at reasonable prices.  Fast growing Indian middle class with reasonably good purchasing power.  It has a good brand name.
  51. 51. WEAKNESSES  High cost of operation due to large fixed costs.  Very thin margin of profit  High attrition rate of employees.  Stiff competition from traditional (unorganized sector)
  52. 52. OPPORTUNITIES  Potential rural markets.  Can enter into production of various products due to its in depth understanding of customer’s taste and preferences  Scope of expansion in smaller cities as there is a lot of opportunities.  There remains a large future scope for the retail industry in India, as incomes rise and consumption increases  The opportunity for widening the business all over India because Big Bazaar opens new stores in untapped markets, such as smaller or second tier cities such as Sangre, Belgaum and Mysore.
  53. 53. THREATS  Government Policies encouraging the unorganized sector will affect adversely the big players.  High taxes in India suppress consumption  Smaller specialty shops and informal shops are sometimes able to avoid taxes, offering lower total prices to customers
  54. 54. Analysis 5 Forces Analysis Rivalry among the competitor •Reliance Retail, Aditya Birla Group , Vishal Retail’s, Bharti and Walmart, etc Threat of entrants • FDI policy not favorable for international players. • Domestic conglomerates looking to start retail chains. •International players looking to foray India. Bargaining power of supplier •The bargaining power of suppliers varies depending upon the target segment. •The unorganised sector has a dominant position. • There are few players who have a slight edge over others on account of being established players and enjoying brand distinction. Bargaining power of buyers • Consumers are price sensitive.. •Availability of more choice. Threat of substitutes •Unorganized retail
  55. 55. Life cycle of Big Bazaar S A L E S
  56. 56. M A R K E T G R O W T H Market Share High L O W H I G H Low Big Bazaar At BCG Matrix M A R K E T G R O W T H H I G H L O W M A R K E T G R O W T H H I G H Low L O W M A R K E T G R O W T H H I G H High Low L O W M A R K E T G R O W T H H I G H Market Share High Low L O W M A R K E T G R O W T H H I G H High Market Share High Low Market Share High M A R K E T G R O W T H Low Market Share High L O W M A R K E T G R O W T H Low Market Share High H I G H L O W M A R K E T G R O W T H Low Market Share High Market Share High Low Market Share High M A R K E T G R O W T H Low Market Share High L O W M A R K E T G R O W T H LowHigh H I G H L O W M A R K E T G R O W T H LowHigh H I G H L O W M A R K E T G R O W T H LowHigh
  57. 57. Future Group will open Carrefour-branded franchise stores in the country. Future Group plans to open between 150 and 300 Carrefour-branded hypermarkets in the next five years Future Group said the company will continue to push both Big Bazaar and Carrefour brands because they cater to different sets of consumers. Big Bazaar will operate as a mass-market format, Carrefour will cater to “upscale” consumers in the country The deal will allow Future Group to source products and seek technical, technological and other expertise from Carrefour Future plans
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