Big Bazaar

Making it BIGGER!!
Scope of the presentation
 International Learning
 The Tesco Case study
 Big Bazaar
 Current Perspective
 Brand Platform Possibilities
 Emerging Route
 Creatives
 Taking it forward to promotions
 Extending it to Private Labels
 TESCO

A Case Study
Fact File
 Founded in 1924 – Sir Jack Cohen
 Operates 2,291 stores around the world and
employs 2,96,000 people
 Tesco.com is the largest grocery e-tailer in the
world and achived a profit of £12m in ‘03.
 Tesco personal finance, established in ‘97, has
over 3.4 mn customer accounts and 15 products
and services. It achieved profits of £96m in 2003.
 Operates in 11 countries outside its domestic
base (UK). It is profitable in all but two
(Malaysia and Taiwan) and market leader in
four.
Tesco’s Initial Philosophy
 Survived on the philosophy of “Pile it high and sell it
cheap”.
 “The greater the volume of goods, the bigger the
discount they could offer”
 “The more a single company sells of a certain product,
the fatter its profits are”
 Over focussed therefore on volumes & price
The Beginning of a Problem
 The discounts offered were never enough for the price-
conscious buyers
 Tesco therefore ended up being seen as a store that
fought on price ignoring quality
 Which translated into the buyers flocking to Tesco for
only the very basic grocery purchases
 People did not believe that they could trust the store to
provide them with the more expensive and
sophisticated lines
 The store was therefore stuck in the middle - not being
able to cater to the price conscious buyer (lower class)
nor the quality seeker (upper class).
Creating The Solution
 The solution lay in therefore
 Getting in a consumer focus – and allowing that to be
the guiding force for the store
 Handling quality issues
 Appealing to the consumers at an emotional level &
creating a hook
 Tesco decided to use it’s stuck in the middle status to it’s
advantage – have something for everyone/every need
 “The company has the unique ability to be all things to all people.”
 “Its possible to go into a Tesco and budget shop or prepare for an
upscale dinner party.”
A Changed Perspective
A Change of Image
 The objectives:
 To persuade non–shoppers to reconsider Tesco by
presenting it as a credible alternative to any other store.
Everything they could find at for eg. Sainsbury’s they
could buy at Tesco – and it would be just as good
quality.
 To make people want to shop at Tesco - on an emotional
level – they had to be happy to be seen carrying a Tesco
bag.
 Build a more positive identity for the brand.
The Solution – Phase I
 The first campaign - ‘Quest for Quality’ (a total of 18
executions), which ran from ‘90 – ‘92.
 It adopted an unusual (at that time) light–hearted
approach.
 The ads starred Dudley Moore as a Tesco buyer who
searched the world for an elusive flock of French free–
range chickens, en route discovering other surprisingly
high–quality products at Tesco’s.
 The products showcased were chosen to demonstrate
Tesco’s new–found quality consciousness.
 The products showcased were not too exotic – but those
that appealed to the aspirant taste buds of the average
Brit
The Results
 The key message was understood and people believed
that Tesco was improving its quality.
 Consumers started believing that Tesco strives to
provide the consumer with the best quality and most
interesting variety of products.
 A step ahead

Taking quality ahead to consumer

delight
The Bigger Picture
 Having achieved significant improvements in product
and store quality, Tesco embarked on a newer, bigger
strategy.
 They understood that Shopping is much more than just
the final action of purchase- it is the whole process that
mattered – and none of their competitors were making
any serious attempts to improve the whole experience of
shopping.
 Tesco capitalised on this by launching 114 new
initiatives
The Solution – Phase II
 Focus: Converting the entire chore of shopping into an
experience.
 The insight: Whilst not everything in life goes perfectly,
Tesco does their best to make at least one aspect – doing
the shopping – a little easier.
 The new line: ‘Every Little Helps’
 Used across all executions to capture Tesco’s new
consumer–oriented philosophy of always ‘doing right
by the customer’
The Solution – Phase II
 Created the character- Dotty Turnbull
 “Dotty” was the archetypal ‘old bag’, that consumers
could connect with.
 The new campaign centered on Dotty who regards each
of Tesco’s initiatives as an opportunity to put the store to
the test
 The campaign had a total of 25 executions – each
focusing on one particular initiative.
 In testing the store to the limit, Dotty gives Tesco and,
importantly, its staff, an opportunity to shine
Carrying it Forward
 Every Little Helps – became the mantra for the entire
store. Being carried forward to:
 Promotions
 Product
 Service
 A guiding philosophy for mgt & service staff
Every Little Helps
Promotions
 The objectives:
 To communicate value in the offers
 To be able to stir secondary shoppers.
 Should not displace 'Dotty' as Tesco's primary
advertising property
 The solution:
 Develop a separate campaign. That could borrow
the more helpful aspects of the genre (clarity and
urgency of the offer - 'Don't miss out on this
amazing offer at Tesco‘). And at the same time,
enhance, rather than feed off, the Tesco brand.
 An execution that could tonally, sit comfortably
with the humour of 'Dotty'. While suggesting
quality, rather than desperation.
 Every Little Helps
Promotions
The creative idea:
 Showcase offers so good that they were causing a stir
among other products in store. Literally.
 The products on offer were brought to life – and their
pleasure at being reduced was so infectious that it
animated other products around it – which couldn't
quite believe that such good products were on offer.
 The executions carried Tesco's red, white and blue
livery and the familiar 'Every little helps‘ endline - to
give a flavour of the campaign
 Every Little Helps
Promotions

The half–price lamb execution features a wooden spatula standing on its shelf, telling another spatula the
news that 'there's 50% off a whole leg of lamb this week'. The second spatula doesn't believe him and tells him
he'd better check his sources. Overhearing, a lovely bottle of mint sauce pipes up: 'He's right you know. 50%
off'
 Every Little Helps
At A Product Level

 Launched in house-brand goods differentiated either by price or quality:

 The Value brand - lines that form the core part of a shopping trip -
everyday essentials. Basics that need no enhancement from a brand name
or image – those that are bought purely for what they are and what they
deliver.Value now has almost 1200 SKUs – including both food & non
food items such as film, household goods and even clothing.
 The Finest label on the other hand caters more to the upper class & has
over 800 products including chilled ready meals, bakery, sandwiches,
freshly cut flowers and alcohol such as wine and Scotch whisky
 It also launched the Tesco Healthyliving range - which includes more
than 400 products that are aimed at making healthy eating "completely
effortless”
 Has also introduced organic food products to satisfy upper-end shoppers
 The company began to accelerate its construction of superstores,to allow for
greater selection at lower prices
Every Little Helps
At A Service Level

 Customer orientation drove the entire store.

 Service levels were beefed up. Tesco launched “first-
class service” followed by “one in front” becoming the
first retailer to offer its customers a service commitment
at the checkouts.
 Introduced the first customer loyalty card, Club Card.
Which offered benefits to regular shoppers whilst
helping the company discover more about its customers'
needs
 New Customer services launched - grocery home
shopping (Tesco.com) & Tesco Direct for catalogue
shoppers
 With the objective of catering to specific consumer needs
Tesco developed new store concepts ie. Tesco Metro,
Tesco Express & the Tesco Extra store.
 Every Little Helps
CRM
 A card-based loyalty scheme that Tesco launched in
1995.
 It took the concept of customer loyalty schemes to a new
level – it gave Tesco an opportunity to learn more about
its customers.
 The short questionnaire that customers filled out when
applying for the Clubcard made the link between them
and their shopping basket.
 It allowed Tesco to direct more personalised offers rather
than the blanket mailing offers
 Every Little Helps
CRM
 Tesco now knew which products customers were and
were not buying, where they were spending their time in
the store, and where they were not.
 Customers received vouchers for items they liked to buy
and offers to explore parts of the store that they had not
yet seen
 Different lifestyle magazines were created for different
customers, high-value customers got calls from the
manager of the store, valet parking when they came to
shop, and other special privileges
 Every Little Helps
CRM
Noting the interest of some customers in the Internet,
Tesco started selling online, delivering products to the
customer's door, by refrigerated truck, if necessary.
 Through tesco.com the company made sure that you got
the same friendly look and feel that people get in
physical stores.
 Everything was made easy, customers can buy groceries,
books, CDs, furniture, videos, etc as well as arrange
personal finance.
 Every time there is a transaction, the points mount up.
And as the points accumulate, more relevant special
offers and privileges are given.
 Every Little Helps
A Guiding Philosophy For The Staff
 ‘Every Little Helps’ has extended itself forward to a
promise that it’s staff live up to.
 Employees find the campaign highly enjoyable…a
campaign they can be proud of. It highlights how hard
their job was & showed how far Tesco will go to please
customers.
 Staff were particularly pleased with the portrayal of
themselves in the ads – real people trying to do their job
well, not adland simpletons found in other store ads.
 It gave them a sense of worth in relation to Tesco,
acknowledged them as being important to Tesco’s
success and has given them responsibility to pursue this.
 Every Little Helps
Covering Social Responsibility
 The “Save Forests Drive”
 The store wrote to celebrities including singers Dido,
Annie Lennox and model Helena Christiansen - who all
have their birthday on Christmas day - urging them to
take their birthday and Christmas cards to their nearest
Tesco store for recycling.
 Recycling bins will be in all 730 Tesco stores across the
country between January 6 and February 2.
Every Little Helps
Covering Social Responsibility

Saving refugees affected by the

war on Afghanistan.
Tesco will match whatever is
spent in the store and donate the
money to the Red Cross to help
replace their supplies which
were destroyed by the bombing.
Tesco will also donate some of
our lorries to help transport the
humanitarian aid if the
government promises to stop the
bombing.
You can help Tesco achieve this
by phoning in at 0207 270 3000
and letting us know you support
us.
The Flexibility of the Campaign

 The flexibility of the idea has been used across the

board to help communicate service, promotions,
quality, range, value for money, social initiatives and
Clubcard, while remaining faithful to the core ‘Every
Little Helps’ philosophy
Tesco Today
 Has reported pre-tax profits of £1.6 billion for the year.
 Sales rose by nearly 19 per cent to £33.6 billion.
 The store now accounts for one pound of every eight
spent in Britain's shops, & is roaring ahead of its rivals
Tesco Today
The Core - “Creating value for customers, to earn their lifetime loyalty.”
The 2 guiding values:
No one tries harder for customers:Understand
the customers better /Be energetic, be
innovative and be first for customers/Use our
strengths to deliver unbeatable value to our
customers/Look after our people so they can
look after our customers
Treat people how we like to be treated: There's
one team…The Tesco Team/Trust and respect
each other/Strive to do our very best/Give
support to each other and praise more than
criticise/Ask more than tell and share
knowledge so that it can be used/Enjoy work,
celebrate success and learn from experience
 Big Bazaar

Current Perspective
A reality check
 Perceived to be expensive by SEC B
 As compared to their current shopping options
 Large store and multi-department format

 Perceived as a “Discount” store by SEC A

 They are comparing us with Shoppers Stop,
supermarkets …
What do they have to say…
Experience and feelings
What Consumers Love About The Store
“There is something “Itna bada a/c shop, trolleys
jisme apna samaan aur chote
for my
kapde bhi reasonable bacche dono sama jate hain,
husband, my kid and thakaan to zara bhi nahin hota”
hain…T-Shirts, trousers
me”
itne bhi mehenge nahin

“Superior quality at a hain” “Kya variety hain! Jo

reasonable price” kahin bhi na mile idhar
zaroor milega”
“Pahle baar dar laga…
socha bahut expensive
hoga. But reasonable
“Khaali haath nahin
Prices dekhe bahut
lautenge!!!”
khushi hui”
“We always get extra
bags from Big Bazaar…
gives a good impression
“Discounts are always to be seen with the bag”
on”

All visitors-women
The key drivers
 Variety
 Image
 Experience
 Quality
 Value for money
 Promotions
Mapping Key Drivers against SEC

SEC A SEC B
Variety
Image
Value for Quality
Experience
Money
Promotions
Unifying approach for Brand Platform?
Value Contributors Volume Contributors
 Current SEC A presence  SEC B
at our store  Get more into our fold
 We need to have an  Get them to shop more
even greater share of often
their wallet
 Cannot alienate/ignore

The
Thechosen
chosenplatform
platformhas
hasto
toappeal
appealacross
acrossSEC
SECAA&
&BB
What will cut ice ?
 Variety
 Attribute generic
 Image
 Experience to all multi-
 Quality department outlets
 Value for money
 Promotions  Giant – selling on
the same plank
What will cut ice ?
 Variety
 Not the intended
 Image
 Experience draw for SEC B,
 Quality though it works
 Value for Money
 Promotions  Does not cut ice
with SEC A -
derive image from
stores like
Lifestyle, Ebony,
Globus etc.
What will cut ice ?
 Variety
 Image  Appeal high amongst
 Experience SEC B
 Introduction to a large
 Quality store format which is not
 Value for money beyond reach
 Promotions  Is it sustainable over time?
 SEC A have already been
exposed to such formats
 Nothing new in it for
them
 Shopper Stop owns the
“Experience” platform
What will cut ice ?
 Variety  Strong appeal
 Image  Sense of trust
 Experience  SEC B is ready to
 Quality overlook the price
 Value for money
 Promotions

Quality
Qualityan
anasset
asset
What will cut ice ?
 Variety
 Seen as reasonable
 Image
 Experience when compared to
 Quality the quality of
 Value for money
 Promotions
goods

Connotes‘Value
Connotes‘Valuefor
formoney’
money’
 What else will cut ice ?
 Variety  Strong appeal amongst
 Image both segments
 Value for money  Exciting
 Experience  Opportunity to save
 Quality  Derive better value for
money
 Promotions
VFM, Quality & Promotions
the key functional areas to
leverage for the Brand
Platform
Imperative for creation of long term
Retail Brand

Differentiation and
competitiveness via an emotional
appeal
Rooted, however, in Big Bazaar’s
discount store role
Laddering it up

The happiness of getting more

Emotional

The excitement of getting better value

Better quality/More savings

Functional
Isse Sasta aur Acha Kahin nahi
 Brand Map

Competitive Environment
All large format retail outlets, Hygiene Factors
provisional outlets like Apna Bazaars Variety/good
to Sahakari Bhandaar quality

Brand Benefits Substantiators

Functional: Quality products at the Schemes & offers all year
through
best possible (VFM) prices Various volume based
Emotional: The happiness of having got schemes/offers
the best deal

Essence
“The happiness of
Brand Personality getting more” Differentiator
Exciting, active, The emotional high of
unpredictable, getting a great bargain
refreshing every time you shop
Brand Identifier
The Logo,

Target Consumer :Demographic:

Shoppers and aware non-shoppers of Big
Bazaar SEC A/B, Women, married 25 - 35 yrs old
Psychographics: She’s a family person who wants to be seen
Key Insight
leading a modern life. She’s a bargain seeker & savings while shopping
simultaneously give her a sense of accomplishment, as well as “It’s only human to want more” - Shopping ka mazaa
excitement. As a homemaker with finite resources, she’s forever trying tabhi aata hain jab milti hai dher saari cheezein, bahut si
to maximize the value of her pickings in a bid to maximize joys for her
family. variety, woh bhi itne kam daam mein.
 The route …

The happiness of getting more….

Why?
 Communicates the functional essence of being a “Value
Store”
 Captures the spirit of shopping ie. Excitement &
Happiness
 Builds image
 Unifying
2 Alternate scenarios
 Leaving – “Isse Sasta aur acha kahin nahi” –
Behind
 Keeping “Isse Sasta aur acha kahin nahi”
Scenario 1
 Leaving – “Isse Sasta aur acha kahin nahi” –
Behind

Toh Kyon na ho Dil Khush

Zyada Khushi. Kam Daam

Isse Sasta aur Acha Kahin nahi

Scenario 2
 Keeping “Isse Sasta aur acha kahin nahi”

Toh Kyon na ho Dil Khush

Isse Sasta aur Acha Kahin nahi

Creatives
Theme Press ad
In Store Panels
In Store Panels
In Store Panels
In Store Panels
In Store Panels
New Store Launch
Promotions
Hoardings
In – Store offer posters
In – Store offer posters
In – Store offer posters
In – Store offer posters
Toh Kyon na ho dil khush
Big Bazaar ke sang
Extending it to promotions…
School Jao Khushi Khushi
 Discounts on all school requirements like school bags,
water bottles & lunchboxes.
 Win a pencil case with every purchase worth Rs. 500 &
above
 Send us your experience of the “Best day that you had in
school” – the most humorous one will get a free
shopping trip worth Rs 1,000/-
 Lucky draw – shop for Rs 1,000 & above, drop in your
kids name into our drop box – 10 lucky kids will get 30%
off on an NIIT course
 Shop for Rs 500 & above, drop in your kids painting the
best painting will get sponsored for an art course.
Khushi ki barsaat

 “Discounts ki barish” – various discounts across the board

 Special discounts on raincoats & umbrellas
 Lucky Draw – On purchases worth Rs. 1000 & above – drop in your
name into our drop box & you could be one of the 3 families to
enjoy the rains in Goa.
 Purchase goods worth Rs 500 – complete the slogan – I love the
rains in Mumbai becoz… & win you own customized umbrella – get
your friends & family photograph screen printed on it.
 Steal a deal:
 Each object will have their individual price-tags.
 The consumer bargains on the MRP with the counter sales girl
 The counter sales girl will be given a “lowest bargain” slip for
each piece of merchandise.
 The consumer who is able to match the best “low bargain”
walks away with her goodies.
Happy Father’s Day
 Get caught shopping with your Dad on Father’s Day
(20th June) & get a 20% discount on your total bill
 Shop for Rs 500 & above - submit a picture if your Dad &
you – the best pair – wins a complimentary dinner at
Copper Chimney
 Make purchases worth Rs 300 & above & fill in a line on
what your Dad means to you & win tickets to the latest
blockbuster movie.
Doston ke saath khushiyon manao
 Come shopping with your friends – “more the merrier”
– shopping with one friend entitles you to a 10%
discount/ 2 friends – 20% discount etc.on the total bill.
 Every walk-in gets a free friendship band
 A friend indeed – Make any purchase At Big Bazaar on
friendship day & drop in your best friends name - she
could win the lucky draw – A Car!!
 Special treatment for you & your friend – make
purchases worth Rs 500 & get a free massage, tattoos,
horoscope etc.
Azaadi ke khushi mein
 Discounts on various categories over that
weekend
 A booklet of discounts across various eateries &
other similar joints
 Vote for your favourite freedom fighter – if your
choice matches ours – get a coupon that entitles
you to higher discounts
 Walk in wearing colours of the tri-colour and
win a free surprise gift
 Fill in a slogan which says why you love India
so much – the best entry wins a chance gets their
entire shopping bill refunded
Raksha Bandhan
 Demarcate separate areas for gifts (Women’s categories)
 A customer can pick up anything from these demarcated
areas as a gift at a discounted rate.
Khushiyan Navratri ki

 Celebrate the figure 9 – get discounts across the board

(in multiples of 9) for the 9 days of Navratri.
 Buy 9 items of any category & get the 10th one free eg.
Buy 9 glasses & the 10th will be free, buy 9 clothing items
from Fashion Bazaar & get the 10th one free.
 Win passes to Falguni Pathak shows on purchase of Rs.
1000 & above.
Diwali hungama
 Open for a longer duration
 Bumper discounts across the board
 A free set of 2 diyas on all purchases of Rs 300 & above
 Tie up with a mithaiwala – for all purchases worth Rs
1000 & above get a 40% discount on all the mithai
purchased
 Purchase goods worth Rs 500 & above, send us the
recipe of your secret mithai & the best judged recipe gets
a complete set of Sanjeev Kapoor’s cook books
 Diwali manao abroad – Win a lucky draw on purchases
worth Rs 1,000.
Bring Joy this Christmas

 Discounts across the board

 Your special Christmas gift from Big Bazaar – on
purchases worth Rs 1000 & above get a special surprise
gift
 Christmas Card Design Contest: An annual "design next
year's Christmas card for us" contest for children. The
Winners gets a gift voucher worth Rs 500.
 A Christmas party at Big Bazaar
 Play games like dart etc – where in the figure you touch
is equal to the discount that you get on your bill amount.
 Elves giving out balloons etc to little kids
 The in store Santa that gives out little tokens on
Christmas.
 Banto Khushiyan
Other In - Store Initiatives
Banto khushiyan

 Combi deals
 Buy groceries and provisions worth Rs. 1500 and you
get 30% off on your kids clothes (minimum purchase of
Rs. 1000)
 Buy clothes for your kids for Rs. 500 and you get a
Kurta and duppata of your choice for 20% less
 Family Value:
 Woman + kid deal (e.g.: Buy SKD worth Rs. 1200/- you
get a 50% disc. on kids clothes)
 Woman + Man deal (e.g.: Buy SKD worth Rs. 1200/-
you get a 50% disc. on men’s apparels)
Banto khushiyan

 Happy Hour
 1hour a day – where all the offers/discounts get hiked
up eg. Buy x & get Rs 10 off would become Rs 15 off
 Complete the look
 Buy a saree get a matching blouse piece bindi at a
discount
 Buy a kurta – get matching earrings free
Banto khushiyan

 Mystery Shopper
 One person everyday gets tagged the mystery shopper
ie either the 100th person to walk through the door or
the 1st person wearing all red – this person gets a 50%
discount on the total bill.
 Exchange Counter– all year round
 Applicable on clothes/shoes & utensils
 Get your old stuff & a get price off on the new
Banto khushiyan

 Apke kismat mein hai khushi

 Scratch card based
 You get 60 secs to run and pick up all the stuff you can
and come back to the billing counter
 All that you pick up – you keep !
Banto khushiyan

 Win an assured gift:

 On purchase of worth Rs. 1000/- you can chose any of
the ten items listed in the gift list & take it home as a
free gift
 Can also be used to push categories that are not moving
eg. Buy 3 trousers from Fashion Bazaar & take home
any of the listed gifts
 Auctions.
 Issue play money with all purchases made within a 3 – 6
month period.
 Customers bid on merchandise with their accumulated
faux money.
Banto khushiyan

 Ladies Day
 Kiddies Day
Extending it to CRM
Khushiyan hi khushiyan
 A Loyalty point program – where every purchase gets
rewarded
 The loyalty points collected get converted to a gift
voucher every time they reach the 500 mark.
 Each gift voucher is accompanied with another
complimentary gift voucher worth Rs 100
 Tracking of the consumer’s shopping basket
 Personalise offers based on the above
 Surprise them on occasions like Birthdays &
anniversaries wherein they can avail of special
discounts/offers
Khushiyan hi khushiyan
 Form the Big Bazaar Club – based on an analysis of the
the more revenue generating customers. Club members
will be entitled special privileges like home delivery,
previews for various promotions, higher discounts,
discount booklet, previews to new products coming in
store. Etc.
Khushiyan hi khushiyan

 Shh … Private Sale

 80% of sales comes from 20% of customers.
 Colorful postcards to your mailing list to announce a
private sale just for them. Offer a special discount
when they bring in the card.
 It’s no mystery that you are one of our favorite
customers. Shh … this special private sale is just for
YOU.
Banto khushiyan har ek ke
sang Social causes
Bato khushiyan har ek ke sang
 Khilone se khushi bate
 Set up a khilona drop box in your store and then donate
it to one of the social firm working for underprivileged
children.
 Send out plenty of press releases to local print and
broadcast media.
 Can help the underprivileged, generate goodwill, and
attract floor traffic to your store at the same time.
 Purane kapade nayi khushiya
 Set up a old clothes drop box in your store and then
donate it to one of the social firm working for
elderly/orphan people.
Bato khushiyan har ek ke sang
 Supporting a charity
 Choose a charity to support. Each time a customer makes a purchase
over a specified amount, make a donation to the charity in that
customer's name.
 Give the customer an ornament with his or her name on it to hang
signifying the donation.
 Fashion Bazaar

The onslaught of private labels

The Private Labels

Formal – Western – Men

– Privilege Club Partywear
– Knighthood – Studio NYX
– AFL

Casuals
– DJ & C Formal – Ethnic – Men
– Ruff n Tuff – Shatranj
– CTee

Kids/Pre - teens
– Pink and Blue Western – Women
– Haute n Spicy – Shyla
Formals – Western – For Men
Knighthood – Corporate Gear for
men

Rule your destiny

The Knighthood man
 He’s an ambitious, go getter who strives to get to the top
in a short span of time (26 – 30 yrs old) - he’s confident
of himself & knows he can make it. He wants to be
known as a person who makes the right decisions & is
conscious of the statements he makes. He’s constantly
taking care to make sure that he’s saying the right things,
seen at the right places & even wearing the right kind of
clothing. He believes in working hard & partying
harder.
Knighthood
 Promotions
 A planner free with every 2 Knighthood shirt.
 Buy a Knighthood shirt & trouser – get a matching tie
free
 Buy 2 Knighthood shirts & have our fashion consultant
give you free tips on “Dressing to make that impression.
 Buy 2 Knighthood shirts & 2 Knighthood trousers & get
a chance to complete the look ie get the tie,shoes &
sunglasses free. All you have to do is fill in a coupon
while purchasing.
Privilege Club – Formal Attire
for men

For a chosen few

Privilege Club
 For the man who's arrived in life - he's at a senior mgt
post ( 35+yrs old)- he interacts with the top guys & head
honchos on a day-to-day basis, but has his feet firmly
rooted on the ground. So though he goes for a round of
Golf with his boss - he doesn't lose sight of the real
life. Appreciates all the finer things life has to offer
as much as the simple joys. Since he interacts with this
higher strata of society he is more image conscious - he
hasn't however forgotten the value of money & would
not splurge needlessly. 
Privilege Club
 Promotions
 With every 2 shirts get a pair of tie pins free
 With every 2 shirts get a pair of cuff links free
 With every 5 shirts purchased get a Parker set free.
 Lucky Draw:
 Buy a Privilege Club shirt, drop in your business card &
win a year’s subscription to “Autodrive”
 Buy a Privilege Club shirt, drop in your business card
& win Golf Accessories.
Casuals
 DJ & C

Sporty Casuals

B Kewl
 DJ & C
 He is the college dude (16 – 18yrs old) - not one of the
loaded stud boys in his flashy cars- but the more down-
to-earth, friendly kinds. He is the hero of the college
canteen, with a decent sized female fan following. Keeps
track of the trends - he normally chooses his clothes from
the factory outlets and/ or the export surplus stores.
Looking good/being with the times is important to him
but he doesn’t splurge on the same. Flashy stuff to him is
a total no-no. He doesn’t show-off or strut his stuff, but
chooses to make a silent statement
Promotions

 Make purchases over Rs1000 & get a funky college bag

free
 Lucky Dip: Make purchases worth Rs 500 & win passes
to the latest rock concert/movies
 Drop in a card on “The coolest thing you ever did” –
the one that we think is the coolest wins a hamper of DJ
& C merchandise.
 Discount coupons on Studio NYX for – cross promoting
within brands
 Special discounts for college kids – show us your
college ID & get 20% off on DJ & C apparel
 Sponsorship of college jam sessions
 Ruff & Tuff

Stylish, rugged
fits
The Ruf n Tuf personality
 He works hard when he has to – but he enjoys all the
free time he gets (22 – 27 yrs old). He’s playful & loves
the outdoors. He likes playing a game a football/cricket
on a Sunday morning.
 Promotions
Discount coupon with every action movie CD
Buy Ruff n Tuff apparel worth Rs 1,000 & get free
personalized T shirt with your favourite picture screen
printed on it.
Karaoke – Be the best singer in store & get 20% off on
Ruff n Tuff jeans
Free leather belt and wallet with purchases above Rs.
2000
Free checked shirts with purchases above 2500
Buy 1 get 1 free
 C Tee

T – shirts

Speak your mind

 C Tee
 In – Store Promotions:
 Buy 3 t shirts & get a
cap/sunglasses/bags/wallet/CD free
 Buy 2 T shirts & get a 20% discount On DJ & C
apparels
 The “Back to College/school discount” – 20% off on
Ctees in June
 “The Speak your mind contest” Buy 2 Ctees scribble
your message on a form & win a lucky Jackpot (a
bike)
 Buy C Tee worth Rs. 1,000 & get your message
(related to a topical issue – Speak your mind)
recorded on camera – the best message will be aired
on Radio City
 On Ground activities:
 Maintain a presence (through a stall/through
sponsorships) at various college fests like Malhar etc.
 Distribute leaflets at various college events – showing
the new range of Ctees
Studio NYX
Party Gear

Skin for the Party animal

 Studio NYX
 Smooth, suave & charismatic... (22 – 28 yrs old) these
would be the best words to describe this man. When he
enters the room, all heads turn. His mere presence brings
the evening alive. He dresses to be noticed. He is a man
who knows what he's got and flaunts it. Attention is his
poison, and he loves every moment of it. An
active night life (social life) brings out the best in him.
 Promotions
 Buy x amt of Studio NYX Apparel & win passes to the opening
night at Athenas
 Pub Crawl – FB personnel visit various pubs/discos - if your caught
wearing Studio NYX apparel – win free jeans from DJ & C
 Buy 2 Studio NYX shirts & get 20% off on Ray Ban eyewear
 Buy 2 Studio NYX shirts & get a discount on Denim Cologne
 Buy x amt of Studio NYX Apparel & win passes to all the latest
glamorous events – Femina Miss India contest, Filmfare nite etc
 Become a Model with Studio NYX - Buy x amt of Studio NYX
Apparel submit your photograph & we’ll help you be a model –
we’ll submit your photographs to all the model co - ordinators
 Buy x amt of Studio NYX Apparel & get a discount on
Acting/personality/dance classes
Shatranj
Ethnic wear for men

Fashion that reigns

 Shatranj
 Heralding all the blue-blooded men. This is a line for the
true royalty. Ethnic formal wear as it was meant to be in
the days of old. The outfits that gave the kings & the
nawabs the regal air, the self-assured look that they had.
Now it could all be yours – that too at an affordable
price. Who said then that royalty ran in the blood?
 Promotions
 Buy 2 sherwani’s win the latest CD of ghazals
 Buy x amt of Shatranj apparel & win passes to the Pankaj
Udas’s latest concert
 Buy x amt of Shatranj & win a free glass chess board
 Buy Shatranj apparel worth Rs. 1,000 & get a shawl/stole
free
 With every Sherwani purchased get a 20% discount on a
kurta
 “Mein shayar toh nahin” – drop in the shayari that you
have written – the best 20 verses shayari gets 50% off on
Shatranj apparel
 Presence in Bridal/fashion show.
 Shyla

Everyday wear for women

It’s a woman’s world

 Shyla
 For the woman of today who has come out into her own.
Unassuming but confident, smart but approachable, easy
wear that recognises the woman and the different roles
she plays each moment of her day. Recognizing the new
woman (25 – 30 yrs old).
Promotions
 Get accessorized – Buy Shyla apparel worth Rs. 1000 &
get 20% off on all accessories.
 Free Makeover – Buy any Shyla apparel, drop in your
name & you could win a free makeover.
 Buy Shyla apparel worth Rs 1500 & get a 30% discount
coupon – valid at the nearest Lakme Parlour.
 Tie up with Diamond jewelers – a lucky dip that entitles
the Shyla customer to a solitare
Pink & Blue

Kidswear

Fun size:Large
 Pink & Blue

 Remember what you felt like to be a kid,

all the freedom, all the fun, all the
mischief,... and ooops all the mess. Here's
a brand that celebrates what it means to be
a kid. Fun clothing that recognises the
rough and tumble life of a kid. For kids
upto 10yrs old.
Promotions
 Buy Pink & Blue apparel worth Rs.500 & get your
favourite Disney toy free or a Happy Meal at Mc
Donalds
 Celebrate Disney Day at Fashion Bazaar – have all the
Disney toons at the store – have a photographer in store
– allow your kids to click pics with their favourite toon
 Buy Pink & Blue worth Rs. 1000 submit your kids
photograph & make him the Ubharta Sitara of the
month – have his photograph plastered in store
 Buy Pink & Blue Apparel worth Rs. 500 & get 2 free
tickets to the latest children’s film running.
 Buy Pink & Blue Apparel worth Rs. 1000 & win a gift
pack of 3 children’s books.
Haute n Spicy

Clothing for girls

It’s a gal thing

 Haute n Spicy
 The world of the adolescent- a world of journey,
discovery of the self and the world. The time when you
question beliefs, contradict your parents and agree with
whatever your friends say. So what if according to the
gang rebellion is a way of life! And the world of the
adolescent girl- the hushed whispers, the furtive looks,
the crushes, the nudges and the winks. That is a whole
new discovery again... ( for girls 10 – 12 yrs old).
Promotions
 Buy apparel worth Rs 300/- get free funky jewellery &
other accessories.
 Buy apparel worth Rs 500/- get a free Dairy
 Fashion Tips from our in house consultant
 AFL – Apparel for less

Focus on the latest technology in

clothing - More product focus
 AFL
 He's the smart cookie in the lot ( 25 - 28yrs old) - he's
aware of the happenings in the world. In touch with the
times and the trends, he's the man on the move. Gadgets
and technology fascinate him. He networks as hard as he
works. More often than not, his day begins at 9 am at his
office and ends catching up with his mates after work.
His clothes have to work equally hard, giving him the
suave corporate look when he wants and the playful
edge when he desires.
Fashion Bazaar Press
Fashion Bazaar Press
Fashion Bazaar Press