This document provides an overview of Big Bazaar's retail advertising strategies in India. It discusses that Big Bazaar is India's largest hypermarket chain, targeting the price conscious middle and lower middle classes. The advertising strategy focuses on price/value with the tagline "Isse Sasta Aur Kahin Nahin" and promotes regular sales and offers. Advertising occurs primarily through television, print media, and social media and leverages brand ambassadors like M.S. Dhoni. Recommendations include improving product visibility, adding online retail and home delivery, providing off-peak offers, and expanding to tier 2 cities.
Big bazaar is an Indian retail store that operates as a chain of
Hypermarkets,discount department stores and grocery stores.
The retail chain was founded by Kishore Biyani under his parent organization Future group in 2001.
Big bazaar covering three essential categories
in Indian market home,food and fashion
Food bazar and Fbb are integral part of
big bazaar.
CUSTOMER BUYING BEHAVIOUR AT PANTALOONSSrihari Reddy
Customer Buying Behavior is the study of individuals and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. Customer behavior is increasingly a part of strategic planning for the future investment and growth of any industry. Retail industry or precisely to say apparel industry is no exception.
Big bazaar is an Indian retail store that operates as a chain of
Hypermarkets,discount department stores and grocery stores.
The retail chain was founded by Kishore Biyani under his parent organization Future group in 2001.
Big bazaar covering three essential categories
in Indian market home,food and fashion
Food bazar and Fbb are integral part of
big bazaar.
CUSTOMER BUYING BEHAVIOUR AT PANTALOONSSrihari Reddy
Customer Buying Behavior is the study of individuals and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. Customer behavior is increasingly a part of strategic planning for the future investment and growth of any industry. Retail industry or precisely to say apparel industry is no exception.
For too long, the advertising industry has focused on display and banner advertising. Mobile advertising today is effectively a port of web-based advertising with mobile smartphones. Most of what is presented in the market today takes away the experience from its user. Thus, the common notion of advertising on the mobile platform has been rendered more annoying by user than informative – certainly not the intended goal for advertisers and marketers.
Therefore, the best way for marketers to communicate through mobile will be through mobile apps. By integrating advertising within apps, consumers will value them for their functionality and don’t find them intrusive. This will also, in turn, enable developers to continue offering free apps with interesting content with a substantial amount of returns. Partnering with app developers will also ensure a professional outlook as to how advertisements are presented within the app that will be less intrusive, but instead, engaging.
This topic consists of the route or sources which a marketer may take to bring his product in the market. Media includes print media, broadcasting, online advertising.
cashurdrive - everything you should know about niche marketingCashurdriveReviews
Cashurdrive Reviews - Niche markets provide their services to a specific portion of the target audience, but it doesn’t make it a small market. CashurDrive, an outdoor advertising solution brand, suggests that Niche Marketing helps businesses to focus on its filtered segment rather than a mixed audience. This saves the cost of irrelevant advertising and increases conversion rates.
13th Jeddah Marketing Club (Introduction to FMCG) by Dr. Tarek SolimanMahmoud Bahgat
#Mahmoud_Bahgat
#Marketing_Club
Join us by WhatsApp to me 00966568654916
*اشترك في صفحة ال Marketing Club* عالفيسبوك
https://www.facebook.com/MarketingTipsPAGE/
*اشترك في جروب ال Marketing Club* عالفيسبوك
https://www.facebook.com/groups/837318003074869/
*Marketing Club Middle East*
25 Meetings in 6 Cities in 1 year & 2 months
Since October 2015
*We have 6 groups whatsapp*
*for almost 600 marketers*
From all middle east
*since 5 years*
& now 10 more groups
For Marketing Club Lovers as future Marketers
أهم حاجة الشروط
*Only marketers*
From all Industries
No students
*No sales*
*No hotels Reps*
*No restaurants Reps*
*No Travel Agents*
*No Advertising Agencies*
*Many have asked to Attend the Club*
((We Wish All can Attend,But Cant..))
*Criteria of Marketing Club Members*
•••••••••••••••••••••••••••••••••••••
For Better Harmony & Mind set.
*Must be only Marketer*
*Also Previous Marketing experience*
●Business Managers
●Country Manager,GM
●Directors, CEO
Are most welcomed to add Value to us.
■■■■■■■■■■■■■■■■
《 *Unmatched Criteria*》
Not Med Rep,
Not Key Account,
Not Product Specialist,
Not Sales Supervisor,
Not Sales Manager,
●●●●●●●●●●●●●●●●●●
But till you become a marketer
you can join other What'sApp group
*Marketing Lover Future Club Group*
■■■■■■■■■■■■■■■■
《 *Unmatched Criteria*》
For Conflict of Intrest
*Also Can't attend*
If Working in
*Marketing Services Provider*
=not *Hotel* Marketers
=not *Restaurant* Marketers
=not *Advertising* Marketer
=not *Event Manager*
=not *Market Researcher*.
■■■■■■■■■■■■■■■■
■■■■■■■■■■■■■■■■
*this Club for Only Marketers*
Very Soon we will have
*Business Leaders Club*
For Sales Managers & Directors
Will be Not for Markters
●●●●●●●●●●●●●●●●●●●●
■ *Only Marketers* ■
*& EPS Marketing Diploma*
●●●●●●●●●●●●●●●●●●●●
Confirm coming by Pvt WhatsApp
*To know the new Location*
*#Mahmoud_Bahgat*
00966568654916
*#Marketing_Club*
http://goo.gl/forms/RfskGzDslP
*اشترك بصفحة جمعية الصيادلة المصريين* عالفيسبوك
https://lnkd.in/fucnv_5
■ *Bahgat Facbook Page*
https://lnkd.in/fVAdubA
■ *Bahgat Linkedin*
https://lnkd.in/fvDQXuG
■ *Bahgat Twitter*
https://lnkd.in/fmNC72T
■ *Bahgat YouTube Channel*
https://www.Youtube.com /mahmoud bahgat
■ *Bahgat Instagram*
https://lnkd.in/fmWPXrY
■ *Bahgat SnapChat*
https://lnkd.in/f6GR-mR
*#Mahmoud_Bahgat*
*#Legendary_ADLAND*
www.TheLegendary.info
Unit- 5, Pricing; Emerging concepts in marketingVishal Singh
Students will be able to know about-
Recent techniques and strategies in marketing, Rural marketing, Industrial marketing, Global marketing, consumerism, vertical and horizontal marketing
Promotion Mix, Factors determining the promotion mix, Promotional Tools,Types of Advertisement, Sales promotion, Public Relations and Publicity, Personal Selling, Distribution, Designing Marketing Channels, Channel functions, Types of Intermediaries.
The Future of E-commerce: first-hands insights.Solvd, Inc.
According to Statista, revenue in the e-commerce market is projected to reach US$4,117.00bn in 2024. New technologies and methodologies constantly influence how the e-commerce market develops and shapes itsthe future of e-commerce. The main questions are in the air: How can we stay aligned with e-commerce business owners and ensure our engineering services meet their evolving needs?
At Solvd, this question prompted a deep dive into the current e-commerce landscape. Our goal was to get information about the future of e-commerce directly from first-hand sources. In the course of our research, we explored:
- Portrait of respondents.
- Current challenges and pain points of the e-commerce industry.
- Emerging trends and upcoming opportunities.
- Human resource allocation for e-commerce projects.
- Solutions and actionable advice for business owners.
- The role of a reliable partner in problem-solving.
Explore, download, and share invaluable insights made by Solvd!
It’s no secret that the marketing landscape is growing increasingly complex, with numerous channels, privacy regulations, signal loss, and more. One of the biggest problems facing marketers today is that they’re experiencing data deluge and data drought simultaneously.
Bliss Point by Tinuti addresses these challenges by providing a single, user-friendly platform for measuring what marketers previously struggled to measure. With Bliss Point, you can move beyond simply validating past actions and instead use measurement to guide real-time decision-making on what should happen next.
Join our product experts for a live demonstration of Bliss Point. Discover how it can empower your brand with the tools and insights needed to optimize each channel, across your entire media mix, and your overall brand performance.
2. Why Retail…..in INDIA
Retail industry in India is a $500 Billion market
India is top 5 retail market in the world
Retail Industry constitues 15% of the GDP
Retail Past – Unorganized
Retail Present – Accelerating
Retail Future – Surpass other forms of business, with
increase per capita Income & India becoming the 3rd largest
economy by 2030
3. RETAIL ADVERTISING
In Latin, ad vertere means "to turn toward “
Advertising is a message designed to promote a product, a service
or an idea.
The purpose of advertising is to sell products or services or an idea
To be effective, an advertisement must first Attract attention and
gain a person’s Interest. It may then build Desire for a product and
provide a method for them to take Action
4 Components of Advertising:-
- Advertising Strategy
- Creative Idea
- Creative Execution
- Media Planning / Buying
4. Advantage & Disadvantages
Advantages
- Attracts a large audience
- Gains pass along readership (for print)
- Low cost per contact
- Many alternatives available
- Control over message content; message
can be standardized
- Message study possible
- Editorial content surrounds ad
- Self-service operations possible
Dis-advantages
- Standardized messages lack flexibility
- Some media require large investments
- Geographic flexibility limited
- Some media require long lead time
- Some media have high throwaway rate
- Some media limit the ability to provide
detailed information
5. Advertising Media Comparison Chart
Medium Market Coverage Particular Suitability
Daily Papers
Single community or entire
metro area; local editions may
be available
All larger retailers
Weekly Papers
Single community usually;
may be a metro area
Retailers with a strictly local
market
Shopper Papers
Most households in one
community; chain shoppers
can cover a metro area
Neighborhood retailers and
service businesses
Phone Directories
Geographic area or
occupational field served by
the directory
All types of goods and
service-oriented retailers
Direct Mail Controlled by the retailer
New and expanding firms,
those using coupons or
special offers, mail order
Radio
Definable market area
surrounding the station
Retailers focusing on
identifiable segments
TV
Definable market area
surrounding the station
Retailers of goods and
services with wide appeal
World Wide Web Global
All types of goods and
service-oriented retailers
Transit
Urban or metro community
served by transit system
Retailers near transit
routes, especially those
appealing to commuters
Outdoor
Entire metro area or single
neighborhood
Amusement and tourist-oriented
retailers, well-known
firms
National Magazines Nationwide National chains
Local Magazines
Entire metro area or region,
zoned editions sometimes
available
Restaurants, entertainment-oriented
firms, specialty
shops, mail-order firms
Flyers/ Circulars Single neighborhood
Restaurants, dry cleaners,
service stations, and other
neighborhood firms
6. BIG BAZAAR - Introduction
Big Bazaar is the supermarket/hypermarket chain of the Future Group
(Kishore Biyani owned)
Launched in 2001, Big Bazaar is now the largest Hypermarket Chain in
India with over 200 brick-and-mortar outlets currently covering over 90
cities and towns
Initially launched as a fashion format covering apparel, cosmetics and
general merchandise
Current format includes Big Bazaar, Food Bazaar, Electronics Bazaar and
Furniture Bazaar
Most Big Bazaar Stores are multi level and located in stand-alone
buildings or shopping malls in city centers
Offer over 200,000 SKUs
Claims to have over 1/3 market share of food and
groceries in organised retail sector
7. Entry and Market Strategy
Target Market is the price/value conscious middle and lower middle
classes
Objective was to quickly roll out stores and acquire as many loyal
customers as possible giving them a modern, convenient, comfortable retail
experience at low prices
Pricing Objective is to maximize market share – hence use of value
pricing, promotional offers and differentiated pricing e.g. Wednesday
Bazaar where prices are lowered
Bundling of products is also used to attract customers and increase sales
Exchange offers are a recurring part of the cost saving theme
Location of stores is in high traffic areas
Introduced loyalty programs to retain clients and grow business per client
Margins mainly from economies of scale and buying power – not mark-ups
The “Wal Mart of India”
8. Advertising/Sales Promotion Strategy
Aimed at price/value conscious middle and lower middle classes
No fancy margins, no frills – just honest prices
Advertising and Sales Promotion Campaigns built around the
Price/Value theme and focused on this
Tag Line – “Isse Sasta Aur Kahin Nahin”
Advertising tends to highlight savings possible and
lowest prices – “ Price Challenge Offer”
Use of M S Dhoni as brand ambassador
Wednesday Bazaar – “Hafte Ka Sabse Sasta Din”
Shopping Bonanzas – “Saal Ke Sabse Saste 3 Din”
Exchange Offers – “Junk Swap Offer”
Maintain the tempo –Ads and offers at regular intervals
Eye Catching – Large, mostly full-page ads
9. Retail Advertising Strategies
Advertisement Objective
• To generate image of ‘Big Bazaar’ in the mind of consumers as Low / Honest product
prices selling biggest hypermarket in India.
• To reach audience to announce various promotional schemes announced at different
occasions
Retail Advertising strategies by ‘Big Bazaar’
• Advertisements mainly on TV in a regional languages mainly Kannada, Hindi, English
• Big Bazaar announced promotional schemes on time to time bases to avoid long term
gap because offer is the most influential factor that is responsible for consumer
purchase decision.
• Advertisement mainly on three prime media, TV, print and Social media.
• Advertisement to emphasis on ‘Perceptual mapping’ i.e. Creating image of ‘Big-
Bazaar’ in the minds of consumers about it’s position of offering honest / low price
products.
• Big Bazaar uses ‘Bursting’ media scheduling to advertise ‘seasonally’ certain specific
promotional schemes and ‘through-out the year’ advertisements to promote Big Bazaar
10. Retail Advertising Strategies….contd.
• Leverage on brand ambassador concept with reliance on eminent and reliable
personalities like MS Dhoni, Shikhar Dhawan, Sakshi Tanwar etc.
• Contractual agreement with these personalities for 3 years period. The brand
ambassador are selected in such a way that they reflect the stand for common man.
• Target Market for Big Bazaar are three as below
India one: The Consuming class which includes upper middle and lower
middle class (14% of India's population).
India two: The Serving class which includes people like drivers, household
helps, office persons, liftmen, and washer-men (55% of India's population)
India three: The Struggling class (31% of India's population).
• Advertising campaign is managed by ‘Mudra Communication Ltd’. - India's largest
integrated marketing communications and services network.
14. Current Strategy
Target Franchises(1 Lakh) across India
Investment of Rs. 3 Lakh per franchise
- 1 lakh as Security deposit
- 1 lakh as advance for goods to be sold
- 1 lakh for the Tablet, Training , Branding
etc.
Big Bazaar estimates to generate $10 billion
annually through this concept.
15. Recommendations / Suggestions
Often many of the product are not sold because of low visibility,
high price so, the product should be properly displayed and discount
should be given to attract the customer to purchase the product.
Better POS systems should be installed for quick billing procedures
Sales person should be educated about the current offers
Effective After Sales Service
Maintenance of Hygiene should be paid more attention
Customer care department is needed to take proper care of customer
complaints and queries
Proper training procedure should be followed before the sales person
is facing the customer
16. Recommendations / Suggestions
Retailing through internet and web based Technologies
Added facilities like home Delivery and to an extent credit should
be added, it play an important role in Customer Acquisition and
retention programs
During the off peak hour’s big bazaar should provide some offers
to its customers so that people would be encouraged to come to big
bazaar during off peak hours. The customers who are present in the
mall during the off peak hours of big bazaar will definitely go in to
big bazaar if surprise offers are made at that time
Seating arrangements must be made for customers as well as for
employees also
Aggressive expansive plans in tier II cities will open up new world
of opportunities