Big Bazaar is a chain of hypermarkets owned by Future Group founded in 2001 with 214 stores across India. The document discusses two Big Bazaar store locations in Shipra Mall and Aditya Mall, and analyzes their primary, secondary, and tertiary trade zones. It also outlines Big Bazaar's target markets and marketing strategies such as weekly discounts and exchange offers. The store layout is designed to be convenient for customers. Signage, pricing, promotions, planograms, space utilization, and fixtures are all discussed. In conclusion, Big Bazaar aims to provide a holistic shopping experience. Recommendations include product demonstrations, adjusting staffing levels, and managing crowds during busy periods.

2. 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.

3. 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.

4. 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.

5. • 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.

6. 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.

7. STRATEGY
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
don a fresh look to make customers feel that it is their
day.”

8. 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.

9. 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.

10. 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.

11. VISUAL MERCHANDISING
Idea 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.

12. Music
Control the pace of store traffic, create an image and
attract or direct consumer attention.
Lightning
Highlight merchandise and structure space in efficient
way. It captures a light mood of customers.
Fixtures
• Straight rack to hold lots of apparels
• Gondolas are good for food and grocery

13. STORE AMBIENCE
Food Bazaar
The ambience of the store is like a convenience store.
The whole setup provides freedom to the people in
selecting the products of their choices.

14. 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.

15. 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.

16. PRICING STRATEGY
Value Pricing (Every Day Low Price)
Promotional Pricing
• Low Interest Financing
• Psychological Discounting
Bundling (Offering several products for sale as one
combined product)

17. PROMOTION AND INNOVATIVE
IDEAS 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

18. 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.

19. SPACE PRODUCTIVITY
SPACE PRODUCTIVITY
Big 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

20. WALL FIXTURES
• To make store wall merchandisable, and varities of
clothes can be fitted into it.
MERCHANDISE DISPLAY PLANNING
• Shelving
• Hanging
• Stacking

21. 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.

22. 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.

24. THANK YOU
ANJALI MEHRA (PGFA1105)
DIPENDRA RAJ TOMAR (PGFA1115)
SHUBHRA SRIVASTAVA (PGFA1145)
SIDDHARTH TRIPATHI (PGFA1147)
VISHNU SONI (PGFA1160)
Section A
PGDM (G)
2011-13