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Marketing Big Bazaar

Marketing Big Bazaar

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Published by pradip

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Published by: pradip on Jun 22, 2009
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08/14/2013

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RESEARCH PROJECT
WHAT CAN INDIAN COMPANIES LEARNFROM BIG BAZAAR 
Submitted By
Praveen DhawanIndia
 
 
SYNOPSIS:
Indian retail sector is witnessing one of the most hectic marketing activities of alltimes. The companies are fighting for mind share and heart share which can finallybe converted to market share. There is always a ‘first mover advantage’ in anupcoming sector. In India, that advantage goes to “Big Bazaar.” It has brought aboutmany changes in the buying habits of people. It has created formats which provideall items under one roof at low rates, or so it claims. In this project, we will study itsmarketing strategies and customer response.Big Bazaar’s main competitors are other business houses which are planning to enterthe market as well as long established ‘Kirana’ stores which feel threatened by hugeretail chains. Kirana stores are indispensible part of everyday life which providemajor necessities ‘just around the corner’ of the street. So we will study the customerpreferences as well as their buying patterns. The conclusion would includerecommendations of best marketing practices which should be followed by newentrants in the Indian retail sector.
RESEARCH
 
OBJECTIVE
:
Big Bazaar has been the pioneer of retail revolution. Its first fight was against local‘Kirana’ stores. The task was to change the mindset of consumer to bring aboutchanges in their shopping patterns. It wanted people to do bulk shopping for theirmonthly
ration
instead of going to the shop each week.The research objective is to
Compare the position of Big Bazaar vis-a-vis kirana shops with respect to
o
Porter’s 5 Forces Model
o
4Ps of Marketing
Comparison of their profitability with respect to revenues earned and profitsmade out of it
Recommendations for a new entrant in the retail space, using the findings ofthe survey and comparisons done above.
Indian Institute of Foreign Trade, Kolkata
2
 
RESEARCH TECHNIQUE:
Data was collected using two approaches:1.Observational researchObservations were made in the Big Bazaar store regarding the customergroups present there, retail formats adopted by the store, various verticalsinside the store for each category of product, ambience, services provided tobuyers and discount techniques2.Survey researchQuestionnaire was prepared for the customers at Big Bazaar which includedseveral open-ended and close-ended questions aimed at knowing thefollowing:
Why Big Bazaar
Loyalty level
Effect of 4Ps of marketingShort questionnaire was prepared for Kirana store owners to obtain some factslike revenue, area of shop and their response to marketing mix.
BIG BAZAAR
FOR THE GREAT INDIAN MIDDLE CLASS
It is a unit of Pantaloon Retail (India) Ltd and caters to the Great Indian MiddleClass. It was started as a hypermarket format in Mumbai with approx. 50,000 sqft ofspace. Its values and missions are to be the best in Value Retailing by providing thecheapest prices and hence goes the tag-line“Is se sasta aur achcha kahin nahin”It sells variety of merchandise at affordable rates, the prices of which it claims arelowest in the city but the level of services offered is also very low. Usually the itemsare clubbed together for offers as on the lines of Wal-mart and Carrefour and it alsooffers weekend discounts. It currently operates out of 64 stores and top 15 storesregister a cumulative footfall of 27
 
lakh a month on an average.The following graph shows the retail life cycle and we can say that Big Bazaar iscurrently at the
Growth Stage
.
Indian Institute of Foreign Trade, Kolkata
3

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