Professional Documents
Culture Documents
Presentation by:
Anirudha Nandy
Nonie Sudan
Sukanya Baala Padhi
Segmentation:
the middle and lower middle class of the society
target segment: home maker
primary motive: savings while giving best for the
family.
motivating factor: household to buy from Big
Bazaar was Price difference
Attracted Price sensitive class
Discounts and seasonal offers on different
products.
Ad-Appeal:
Isse Sasta Aur Achaa Kahin Nahin
Price Challenge Offer
Purana Do Naya Lo
Positioning:
value for money
focuses on high customer value
High service
Big Bazaar
Low price
High price
Low service
Strategy to Motivation
Learning from External
Stimuli
Tension
Unfulfilled
Need
(Buying need
of consumer)
(Exposure
towards external
information and
offers provided
by Big Bazaar i.e.
less priced, ad
appeal, special
offers etc. to
enhance the
decision making
process.)
Drive
(Driving
forces like
the price
differentiator
and discount)
Behavi
or
/Outco
me
(Buying
from
Big
Bazaar
and
fulfilling
the
need)
Ad-Appeal:
new promotional strategy: changing the perception of
the people from value for money to more experience
oriented
experience shopping
Social Media promotions regarding offers and
promotions
Celebrity endorsement to showcase young aspiring
working class
Promote well-being of family and quality ambience for
children, old-age people
Positioning:
quadrant of high service and high cost
Focus shift to experience rather than price
Competitors: Auchan, Westside Gourmet,
High service
Big Bazaar
Low Price
High price
Low service