RETAIL PROMOTION

& INNOVATION

PRESENTED BY-

DINESH BABU.R
Introduction to retailing:
 It is the set of business processes and activity
that adds value to the products and services and
sold to the consumer for their personal and
family use.
 It is the last stage of moving goods and services
to the consumers.
Retail in India:
 In India the retail stores
are around 2 million.

 As per the world bank

study, for every 16 people
there is a retail outlet.

 There is 94% unorganized

retail outlets .

 Organized retail is a new

trend to Indian industry.
 Pantaloon had started in the
year of 1997 in Kolkata.

 Big Bazaar had started in the

year of 2001 and Food Bazaar
had launched in the year of
2002.

 RIL had started India’s biggest

retail chain in the year of 2006.

 Apart from that the notable

stores in India are Shopper’s
Stop, Central, Suviksha,
Sarvana,Vishal, Bazaar
Kolkata, Planet M, Pizza Hut
etc.
 Communication Mix
Impersonal Personal

Paid Advertising Personal Selling

Sales Promotion E-Mail
Store Atmosphere
Web Site

Unpaid Publicity Word Of Mouth

Retail Sales Promotion
 Promotion is one of the most important element
of marketing mix.
 Promotion involves disseminating information
about a product, product line , brand, or
company.
 Retail Promotion is divided into major 2 parts.
 In store
 Out store
Out Store Promotion
 Bill Boards
 Hording
 Kiosks
 Wall painting
In Store Promotion
 Gifts
 Extra percentage
 Coupon
 Scratch Pad
 Contest
Retail Innovation
 Despite fast-changing customer expectations,
shortened product and retail life cycles and rapid
technological advancements, many retailers have
not taken advantage of opportunities to innovate.
 By applying new perspectives to established
ways of doing business, a retailer can strengthen
its competitive and financial position, improve
the customer experience and create a new life
cycle of growth.
Opportunity by Innovation
 Catch a Wave
 Solve My Problem
 Help Me Choose
 Come to Me
 Enhance the Experience
 Make It Easy 
 Do It My Way
 Help Me Connect
 Speed It Up 
Promotional and Innovation
Strategy Of Big Bazaar,
Bhubaneswar
Big Bazaar, Bhubaneswar
 It was started in the year of 2004.
 It is located in Forum Mart ,Satya Nagar near
Arch bishop house, which is an important
location .
 It was the Big Bazaar’s second retail store in
Eastern India.
 Big Bazaar , Bhubaneswar is setting the
landmark for the other retail store in terms of
size and revenue.
 Big Bazaar, BBSR is having four floors .
 Ground Floor- Apparels, Mobiles, Watches
,Shoes
 First Floor- Ladies Garments, Jewelerry , kids
apparels, toys
 Second Floor- Food court , FMCG products,
utensils
 Third Floor- electronics goods, furnitures,
luggages
Experiences
 Depot
 Fashion at Big Bazaar
 Food Bazaar
 Planet sports
 e Zone
 Furniture Bazaar
Promotional Strategy
 It is the time period at
which the promotional
strategies reaches its
peek . ( Dushera)

 Big Bazaar has redesigned

its outlet for puja purposes
.
 At the entrance you can
find the idol of Goddess
Durga.
 The store has furnished its
interior in orange color
clothes.
 They use devotional music
to remind the puja
welcome.
 Discount posters.
 Dummy
 Price range only for non
branded items
 Own non branded items like
knighthood, DJ & C
 Discount on branded shoes
 Loyalty card display
 Display on staircases
 Advertising in Elevator
 Customized t-shirts
 Fitness items (only for
display)
 ladies cosmetics items ,
jewellery
 Future TV
 Display on ramp about the
availability different
merchandize.
 Bedroom display
 Display of electronics
goods
 Combo offers on various
products
 More discounts on higher
purchases.
 Highlighting of new
arrivals
Innovational Strategy
 Mobiles and its accessories
at the entrants .

 Advertising in both outside

and inside of the elevator.

 Impulse items has been

kept at the cash counter.

 Food items like popcorn,

ice cream stalls are nearer
to ramp and cash counters.

 Toys section is very nearer

to the kids apparel section