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Big Bazaar


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Big Bazaar

  1. 1. Welcome to Big Bazaar
  3. 3. <ul><ul><li>Type : Hypermarket </li></ul></ul><ul><ul><li>Founded : 2001 </li></ul></ul><ul><ul><li>Headquarters : Jogeshwari, Mumbai </li></ul></ul><ul><ul><li>Industry : Retail </li></ul></ul><ul><ul><li>Products : Department, Grocery store </li></ul></ul><ul><ul><li>Promoter : Kishore Biyani </li></ul></ul><ul><ul><li>Parent : Pantaloon Retail India Ltd. </li></ul></ul><ul><ul><li>Punch line : “Is se sasta aur accha kahin nahi !” </li></ul></ul><ul><ul><li>Currently 133 outlets </li></ul></ul>
  4. 4. <ul><li>Most Admired Retailer of the year: Hypermarket - Big Bazaar-2009 </li></ul><ul><li>CNBC Awaaz Consumer Awards 2009 </li></ul><ul><li>Most Preferred Multi Product Chain - Big Bazaar </li></ul><ul><li>Most Preferred Multi Brand Food & Beverage Chain </li></ul><ul><li>Indian Retail Forum Awards 2008 </li></ul><ul><li>The INDIASTAR Award 2008 </li></ul><ul><li>Retail Asia Pacific 500 Top Awards 2008 </li></ul><ul><li>Coca-Cola Golden Spoon Awards 2008 </li></ul><ul><li>The Reid & Taylor Awards For Retail Excellence 2008 </li></ul><ul><li>Platinum Trusted Brand Award Images Retail Award 2005,06 </li></ul>Awards and Recognition
  5. 5. To study the concept on Retail Chain Study carried out at Big Bazaar, EDM Mall , Kaushambi ,Ghaziabad ,NCR. OBJECTIVES
  6. 6. Methodology <ul><li>Research Tools </li></ul><ul><li>Data Used </li></ul><ul><li>Sample of Customers </li></ul><ul><li>Location </li></ul><ul><li>Sample Profile </li></ul>
  7. 7. OBSERVATIONS <ul><li>On the basis of 4P’s Analysis </li></ul><ul><li>On the basis of Consumers’ profiles </li></ul><ul><li>On the basis of Store Layout </li></ul><ul><li>On the basis of Visual Merchandise </li></ul><ul><li>On the basis of Promotional Aisle Space </li></ul>
  8. 8. 4 P’s
  9. 9. 4P Analysis of 4P Marketing Mix is more useful for services industries and knowledge intensive industries. Successful marketing depends on number of key issues. The four keys issues are explained as: - Big Bazaar offers a wide range of products which range from apparels, food, farm products, furniture, child care, toys, etc. Products of all the major brands are available at Big Bazaar. Also, there are many in house brands promoted by Big Bazaar. Big Bazaar sold over 300,000 pairs of jeans, 50,000 DVD-players and 25,000 microwave-ovens. In all, the fashion, electronics and travel segments made up about 70% of sales. Last year, these categories made up only about 60%. Product
  10. 10. <ul><li>Shampoo </li></ul><ul><li>Detergent </li></ul><ul><li>Soap </li></ul><ul><li>Liquid Wash </li></ul><ul><li>Creams </li></ul><ul><li>Deodrant </li></ul><ul><li>Home cleaners </li></ul><ul><li>Utensils </li></ul><ul><li>Crokery </li></ul><ul><li>Bundles </li></ul><ul><li>Soft drink </li></ul><ul><li>Packaged juice </li></ul><ul><li>Milk Items </li></ul><ul><li>Frozen foods </li></ul><ul><li>Ice creams </li></ul>Product Mix
  11. 11. <ul><ul><li>Living Room </li></ul></ul><ul><ul><li>Bed Room </li></ul></ul><ul><ul><li>Kitchen </li></ul></ul><ul><ul><li>Dinning Rooms </li></ul></ul><ul><ul><li>Kids Room </li></ul></ul><ul><ul><li>Been Bags </li></ul></ul><ul><ul><li>Paintings </li></ul></ul><ul><ul><li>Decorative Items </li></ul></ul>Product Mix Cont…
  12. 12. <ul><li>The tag-line is “Is se sasta aur accha aur kahin nahi” . They work on the model of economics of scale. Their pricing objective is to get “Maximum Market Share”. The various techniques used at Big Bazaar are: - </li></ul><ul><li>Value Pricing (EDLP - Every Day Low Pricing): Big Bazaar promises consumers the lowest available price without coupon clipping, waiting for discount promotions, or comparison shopping. </li></ul><ul><li>Promotional Pricing : Big Bazaar offers financing at low interest rate. The concept of psychological discounting (Rs. 99, Rs. 49, etc.) is used as promotional tool. Big Bazaar also caters on Special Event Pricing. </li></ul><ul><li>Differentiated Pricing : Time pricing, i.e., difference in rate based on peak and non-peak hours or days of shopping is also a pricing technique used in Indian retail, which is aggressively used by Big Bazaar. </li></ul><ul><li> Bundling : Selling combo-packs and offering discount to customers. The combo-packs add value to customer. </li></ul>Price
  13. 13. <ul><li>Big Bazaar started many new and innovative cross-sell and up-sell strategies in Indian retail market. The various promotion techniques used at Big Bazaar include “saal ke sabse saste teen din” , Future Card (the card offers 3% discount), Shakti Card, Wednesday bazaar.etc,. </li></ul><ul><li>Brand Endorsement by M. S. Dhoni, Exchange Offer - ‘Junk Swap Offer’, Point-of-Purchase Promotions. </li></ul><ul><li>Advertising has played a crucial role in building of the brand. Big Bazaar advertisements are seen in print media, TV, Radio (FM) and road-side bill-boards. </li></ul>Promotion
  14. 14. PLACE <ul><li>Located at fastest growing cities in NCR </li></ul><ul><li>Located at well-known EDM shopping mall </li></ul><ul><li>Well connected to buses, metro , & others Lifestyles centers </li></ul><ul><li>Location characteristics such as parking, store visibility, and adjacent tenants have provided great advantages to Big Bazaar. </li></ul>
  15. 15. ROAD CONGESTION & PARKINGS <ul><li>ALL TYPES OF TRANSPORT ARE EASILY AVAILABLE .(i.e- Metro , Buses , Auto) </li></ul><ul><li>NO TRAFFIC PROBLEMS AT THE SITE. </li></ul><ul><li>PARKINGS SYSTEMS ARE VERY </li></ul><ul><li>GOOD. </li></ul><ul><li>IT IS FREE OF COST. </li></ul><ul><li>A LARGE SPACE IS AVAILABLE FOR </li></ul><ul><li>PARKINGS. </li></ul>
  16. 16. STORE LAYOUT
  19. 19. Brands @
  20. 21. People <ul><ul><li>Well trained staff; </li></ul></ul><ul><ul><li>Appearance; </li></ul></ul><ul><ul><li>Empowered individual; </li></ul></ul><ul><ul><li>Encouraged to think out of box </li></ul></ul>
  21. 22. Low Service High Service Low price High price Positioning & Servicing
  23. 24. SWOT Analysis Of Big Bazaar
  26. 27. CONCLUSIONS <ul><li>In Peak hours , especially on Wednesday , Saturday , Sunday ,& Festival days , customers have to wait long time at cash counters . </li></ul><ul><li>Besides these ,70 % of Consumers visiting to Big Bazaar were satisfied with products & services. </li></ul><ul><ul><li>Customer services desk collects customers’ opinion / feedback for continuous improvement in their service. </li></ul></ul><ul><ul><li>There are in all 22 cash counters in the Store. There is a Head Cashier to whom all the cahiers report and remit the total sales amount collected. </li></ul></ul>
  27. 28. Strengths <ul><li>Better understanding of customers helping the company to serve them better. </li></ul><ul><li>Vast range of products under one roof helping in attracting customer and their family to shop together and enjoy the experience. </li></ul><ul><li>Benefit of early entry into the retail industry. </li></ul><ul><li>Diversified business operating all over India in various retail formats. </li></ul>Weaknesses <ul><li>High cost of operation due to large fixed costs. </li></ul><ul><li>Very thin margin. </li></ul><ul><li>High attrition rate of employee. </li></ul>
  28. 29. <ul><li>Lot of potential in the rural market. </li></ul><ul><li>Can enter into production of various products due to its in depth understanding </li></ul><ul><li>of customers’ tastes and preferences. </li></ul><ul><li>Can expand the business in smaller cities as there is a lot of opportunity . </li></ul>Opportunities <ul><li>High business risk involved. </li></ul><ul><li>Lot of competitors coming up to tap the market potential. </li></ul><ul><li>Margin of business reducing all the time. </li></ul>Threats
  29. 30. ANALYSIS
  30. 31. RECOMMENDATIONS <ul><li>Customers should be given personal attention . </li></ul><ul><li>More exciting offers should be given to attract more customers. </li></ul><ul><li>Big bazaar should work according to its tag line “Is se sasta aur accha aur kahin nahi” . </li></ul><ul><li>Big bazaar should give more attention to the latest trends especially in fashions apparels. </li></ul>