4 P's followed at Big Bazaar

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4 P's followed at Big Bazaar

  1. 1. 11/09/11
  2. 2. What's Retailing? <ul><li>The term “Retailing” refers to any activity that involves a sale to an individual customer. </li></ul><ul><li>Retailing is the interface between the producer and individual consumer buying it for personal consumption. </li></ul>11/09/11
  3. 3. History – Big Bazaar <ul><li>Big Bazaar was launched in September, 2001 with the opening of its first four stores in Calcutta, Indore, Bangalore and Hyderabad . </li></ul><ul><li>Big Bazaar is designed as Indian market 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. </li></ul><ul><li>Big Bazaar is part of Future Group , which also owns the Central Hypermarket , and is owned through a wholly owned subsidiary of Pantaloons Retail India. </li></ul>11/09/11
  4. 4. Existing Retailing format in India 11/09/11
  5. 5. About Big Bazaar 11/09/11
  6. 6. Customer Segmentation <ul><li>Big Bazaar targets middle and upper middle class customers. </li></ul><ul><li>The large and growing young working population is a preferred customer segment. </li></ul><ul><li>Big Bazaar specifically targets working women and home makers who are the primary decision makers. </li></ul>11/09/11
  7. 7. Marketing Mix 11/09/11
  8. 8. 1. Product 11/09/11
  9. 9. Product (Cont.) 11/09/11
  10. 10. 2. Place 11/09/11 Number of outlets – 250 Located mainly at Tier I and Tier II cities Area – 10,000 Sq. Ft – 12,000 Sq. Ft High street area of city. Approachable destination.
  11. 11. 3. Price <ul><li>Value pricing </li></ul><ul><li>Promotional pricing </li></ul><ul><ul><li>Low interest financing </li></ul></ul><ul><ul><li>Psychological discounting </li></ul></ul><ul><ul><li>Special event pricing </li></ul></ul><ul><li>Differentiated pricing </li></ul><ul><ul><li>Time pricing </li></ul></ul><ul><li>Bundling </li></ul>11/09/11
  12. 12. Psychological pricing 11/09/11
  13. 13. Value pricing 11/09/11
  14. 14. Special event pricing Bundling 11/09/11
  15. 15. 4. Promotion 11/09/11
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  17. 17. 11/09/11
  18. 18. 11/09/11
  19. 19. Positioning “ Is se sasta aur achha kahin nahi” 11/09/11
  20. 20. Marketing Strategy <ul><li>Taking on the biggies like Shoppers Stop, Lifestyle and TATA’s Westside. </li></ul><ul><li>“ Keep West-aSide. Make a smart choice!” </li></ul><ul><li>“ Shoppers! Stop. Make a smart choice! </li></ul><ul><li>“ Change your Lifestyle. Make a smart choice!” </li></ul>11/09/11
  21. 21. Snaps @ Big Bazaar 11/09/11
  22. 22. Snaps @ Big Bazaar 11/09/11
  23. 23. 11/09/11
  24. 24. Special Thanks: Kartick BR (Big Bazaar, Hebbal) Prateek Prajosh (for giving us his camera) Stella Bhanja Aniket Jha Rehan Mohd. 11/09/11

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