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BIG BAZAAR - MARKETING MIX
Big Bazaar, a retail chain owned by Future Group, operates 250 stores across 80 cities in India, primarily in tier I and II urban areas. The company promotes various products including apparel, food, electronics, and personal care, with initiatives like the Big Bazaar Direct program to reach customers through franchisees. Additionally, it offers promotional events and aims to reduce debt while expanding its reach in the competitive retail market.
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BIG BAZAAR - MARKETING MIX
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- 2. Overview Of BigBazaar OUTLETS 250 STORES, 80 CITIES PARENT COMPANY FUTURE GROUP OWNER KISHORE BIYANI, CEO FOUNDED SEPTEMBER 2001 HEADQUATERS JOGESWARI, MUMBAI INDUSTRY RETAIL WEBSITE www.bigbazaar.com TAGLINE 'Naye India Ka Bazaar'
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- 4. PRODUCT APPARELS FOOD FARM PRODUCTS CHILLED SECTION HOME & PERSONAL CARE ELECTRONICS FASHION& JEWELLERY CHILD CARE & TOYS OTHER SECTIONS & SERVICES
- 5. PLACE • Number ofoutlets : 250 • Mainly at Tier I & Tier II Cities. • Areas covered 10,000 Sq. Ft. – 12,000 Sq. Ft. • In mall, wantedly occupies basement level area so as make customers carry goods conveniently. • Most of the stores also located at residential areas.
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- 14. Promotional Activities • Patrnershipwith BigFlix & Big FM 92.7 • On the occasion of completion of ten years in the Indian retail industry (in 2011) Big Bazaar came up with a new logo for the company with a tag line that says: 'Naye India Ka Bazaar' (Market for New India). • This replaces the earlier tag line: 'Isse Sasta Aur Accha Kahin Nahin' (Nothing is Cheaper And Better than Here).
- 15. Promotional Activities (contd.) •Future Group is running its Big Bazaar Direct Program, under which a small grocery shop owner can become a franchisee for the big retailer. • Future Group has also roped in grocery shop owners to become franchisees for its “KB’s Fair Price” neighborhood stores. • Big Bazaar Direct will help the company reach customers deeper into India, which may not be necessarily possible by expanding a physical supermarket.
- 16. Big Bazaar AnnouncesShop Fest • Big Bazaar has announced its “3 Cheapest Days” shopping festival from Friday. • For the first time, it will reach out to people at their doorstep through Big Bazaar Direct franchisees. • All stores will open at 9 a.m. on the three days. • A big attraction this year will be the specially created ‘3 Cheapest Days truck’ that will take the festival to places where Big Bazaar is not present.
- 17. PRICE Value Pricing Promotional Pricing DifferentiatedPricing Bundling
- 18. CURRENT STRUCTURE • FutureRetail’s current debt stands at Rs. 4,500 crore and chief executive Kishore Biyani aims to make it debt free over next two years. • Both Future Group and Reliance Retail are roping in local kirana-walas to expand operations and widen product reach, but small traders remain skeptical of their moves.
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