This action might not be possible to undo. Are you sure you want to continue?
10% of GDP and 8% of for 10% of GDP and 8% of employment. India is being touted as the next big India is being touted as the next big retail destination with an average retail destination with an average three year compounded annual three year compounded annual growth rate of 46.64%. The Indian economy is poised to take The Indian economy is poised to take the third position in the world in the third position in the world in terms of Purchasing Power Parity by terms of Purchasing Power Parity by the year 2010. The Indian Retail Market is a The Indian Retail Market is a Rs.1, 200,000 million market as per the Images India Retail Report 2007. Organized Retail market is zooming Organized Retail market is zooming ahead with an annual growth rate of ahead with an annual growth rate of 30% The country will have over 300 malls translating to over 100 million sq.ft. in available mall space by the end of in available mall space by the end of 2007.
Recent trends Retailing in India is witnessing a huge witnessing a huge revamping exercise as can be seen in the graph be seen in the graph
India is rated the fifth most attractive emerging retail market: a potential market: goldmine. Estimated to be US$ 200 billion, of which organized retailing (i.e. modern trade) makes up 3 percent or US$ 6.4 billion As per a report by KPMG the annual growth of department stores is estimated at 24%
Mission & Vision
Pantaloons. It is part of Big Bazaar¶s (owned by Biyani¶s Future Group) new Guerrilla Marketing Strategy. Introduction to Big Bazaar A chain of shopping malls in India currently with 31 outlet owned by Kishore Biyani¶s Pantaloon Group. Guerrilla force is divided into small groups that selectively attack the target at its weak points. Store atmosphere Store atmosphere Customer service Customer service Advertising Promotion Personal selling Personal selling . The large and growing young working population is a preferred customer segment. Pantaloon Group. and Tata¶s Westside. Big bazaar is not just another hypermarket. Future Bazaar. everywhere. With retail market in India especially in metros where standard of living and disposable income is at an all time high. enter the future and in the world of cut throat competition. etc have been using the same for quite some time now and the latest entrant is our very own µFuture Group¶Big Bazaar. Different elements of retail mix Merchandise assortment Merchandise assortment Location Price Visual merchandising Visual merchandising Retail-mix contd. Provides the best products at the best price. eZone are all part of this group and they are taking on the biggies like Shoppers Stop. Wah lah. Target Audience Big Bazaar targets higher and upper middle class customers. Reflect the look and feel of Indian bazaars at their modern outlets. corporate use extension of the same strategy in marketing«hmmmm never imagined this while we were in our shorts!! Corporate like coke. pepsi. All over India. Guerilla marketing is just one of the strategies and surely one can learn a lot from the ongoing battle. Future Group shall deliver everything. competitors will vie for the market share and can stoop to any levels while marketing their products. Big Bazaar specifically targets working women and home makers who are the primary decision makers. everytime for every Indian Consumer the most profitable manner We share the vision and belief that our customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development. Big Bazaar attracts a few thousand customers on any regular day. Lifestyle. especially people interested in marketing/marketing techniques.
It¶s Important to have professional logistical support logistical The operating responsibility of logistics is the geographical repositioning of raw materials. the customer Distribution is done by distributor who is is the middleman between the manufacturer and retailer the manufacturer and retailer Logistics Logistics is the art and science of managing and controlling the flow of goods .marketing. Supply Chain Supply chain.possible. work in process and finished inventories where required at the lowest cost possible. distribution has been seen as dealing with how to get the product or service to the customer. Supply chain activities transform raw materials and components into a finished product that is delivered to the end customer. . activities. information and other resources like products. Traditionally. energy. marketplace. is a coordinated system of organizations. people.Internal Attributes Envelope lope Internal layout Methods of display Methods of display Visual merchandising Distribution Distribution is one of the 4 aspects of marketing. services and people from the source of production to the marketplace. information and resources involved in moving a product or service in physical or virtual manner from supplier to customer.
Supply chain management Promotion Promotion can be loosely classified as "above the line" and "below the line" promotion. giving coupons which can be redeemed later etc. expressed in cash or in kind. With the increasing pressure on the marketing team to achieve communication objectives more efficiently in a limited budget. newspaper etc. largely aimed at consumers. Some of the ways by which companies do BTL (below the line) promotions are by exhibitions. public relations and sales promotions like giving freebies with goods. there has been a need to find out more effective and cost efficient ways to communicate with the target markets. The promotional activities carried out through mass media like television. not only those involved in fmcg products. refers to forms of non-media communication. BELOW THE LINE SALES PROMOTION Below the line sales promotions are short-term incentives. Methods of below the line sales promotion . A definition of below-the-line sales promotion given by Hugh Davidson: 'An immediate or delayed incentive to purchase. Below-the-line promotions are becoming increasingly important within the communications mix of many companies. sponsorship activities. and having only a short term or temporary duration'. The terms 'below-the-line' promotion or communications. trade discounts given to dealers and customers. This has led to a shift from the regular media based advertising. but also for industrial goods. even non-media advertising. is above the line promotion. radio. reduced price offers on products.
Gift with purchase The "gift with purchase" is a very common promotional technique. It can be used to boost up sales for temporary period and ensure usage amongst first time users.In coupon books sent out in newspapers allowing customers to redeem the coupon at a retailer .g.On the back of till receipts The key objective with a coupon promotion is to maximize the redemption rate ± this is the proportion of customers actually using the coupon.Consumer luxuries (e. Competitions and prizes This is an important tool to increase brand awareness amongst the target consumer.A cut-out coupon as part of an advert . It must be ensured when a company uses coupons that the retailers must hold sufficient stock to avoid customer disappointment. Use of coupon promotions is often best for new products or perhaps to encourage sales of existing products that are slowing down. .On a pack to encourage repeat purchase . Price promotions Price promotions are also commonly known as" price discounting". These can be done in two ways: (1) A discount to the normal selling price of a product. way of offering a discount. Consider the following examples of the use of coupons: . or (2) More of the product at the normal price. magazines) . 2.Subscription-based products (e.1. Coupons Coupons are another. very versatile. In this scheme. perfumes) 4. 3. Price promotions however can also have a negative effect by spoiling the brand reputation or just a temporary sales boost (during the discounts) followed by a lull when the discount would be called off. the customer gets something extra along with the normal good purchased.g. It works best for .
These companies also give discount coupons to winners in the games. Perhaps the best examples of this are the many frequent flyer or user schemes used by airlines. 6. car hire companies etc. Money refunds Here. an athlete dressed up in Nike sportswear could be seen . Frequent user / loyalty incentives Repeat purchases may be stimulated by frequent user incentives. Customers often view these schemes with some suspicion ± particularly if the method of obtaining a refund looks unusual or onerous. train companies. Pepsi organized an inter school cricket event for 425 schools across 14 cities which did wonders for the company by promoting the brand amongst the right target customer for almost no cost. Most of the pharmacy companies do BTL promotion by getting shelf space through doctors to display their products or by giving away free calcium tablets again through doctors. but nowadays media companies like Hindustan Times are holding weekly events through out the country in which companies can put up their stalls. Some of the interesting examples are: Most of the educational institutes like career launcher. Various companies sponsor sport events to promote their brand. display banners and posters and arrange for some fun activities. 7. These events give the companies a platform at very low price to promote their brand and increase visibility among target consumer. Most of the decisions of buying are taken by the virtue of point-ofsale displays in these retail outlets. Time and PT are holding informative workshops and free tests for students which give a direct interaction of these institutes with the target customer and hence a suitable platform to sell themselves. knowing that for a patient a personal advise from a doctor would hold more value as compared to a commercial advertisement. Ring tones and music videos on cell phones are helping the entertainment industry to promote for a music video or a movie for dirt-cheap rate as compared to media promotion. which in turn boost the sales of the products and ensure that first time users try these products as well. advertising clutter and increased impulse purchasing. Another interesting BTL promotion was by NIKE. SOME INTERSTING EXAMPLES OF BTL PROMOTION Most of the big brands are following the suit of BTL promotion because of rising prices of media based promotion. a customer receives a money refund after submitting a proof of purchase to the manufacturer. Point-of-sale displays Shopping habits are changing for the people living in metropolitan cities.5. People prefer big retail outlets like Big Bazaar to local kirana stores.
Biyani said speaking to the reporters on Friday. "Bring anything old and take something new". Biyani said that the group was expecting a revenue of Rs 1. 75 per kg). tyres (Rs 50 per kg). Speaking on the other formats. the value retailing concept of Pantaloon Retail (India) Ltd. ³Currently we have more than 80 Big Bazaars and we are planning to scale it up to 160 by the year end´.300 crore from the Home Town stores which the company launched last year. which is much lesser than the normal media promotions. elaborating that the group was expecting the segment to generate revenue of Rs 2.´ he said. "This offer will help the housewife clean out the junk while getting a good value for it.jogging on an elevated treadmill for the whole day on National Highway 8.g. part of the Kishore Biyani-promoted Future Group. News related big bazaar Future Group to hive off Big Bazaar Kishore Biyani-led Future Group is considering hiving-off its hypermarket format Big Bazaar into a separate company. referring to the big Bazaar format. Delhi. newspaper (Rs 25 per kg). Big Bazar. which is expected to generate revenue of $1 billion in the fiscal 2007-08. Big Bazaar is a hypermarket format of the Pantaloon Retail (India) Ltd. he said. The prices fixed by Big Bazaar are: clothes (Rs 200 per kg). such as newspaper. with the slogan. Pet/beer bottles (Rs 15 per kg). and get coupons issued in exchange of the junk. Pantaloon Retail (India) Ltd. ³The consumer electronics segment is doing extremely well. Big Bazaar's `junk' swap offer Big Bazaar is launching a promotional offer from Saturday. A press release issued by the company says the customer can bring anything old. President (Marketing). The Group expects to increase its revenues to $7-8 billion by 2011. Highlighting that the company was going to go very aggressive in rolling out the Big Bazaar format. plastics/utensils/leather goods (Rs. on Friday announced its plans to open 75 . 100 per kg).000 crore by next year Big Bazar to add more stores After opening its fourth store in Ahmedabad. BTL promotions are gaining popularity among all big companies nowadays considering their effectiveness because of the "individual customer promotion" at a price. he said that the total floor area by 2011 would scale up to 30 million square feet from the present figure of 10 million square feet. Low prices on Wednesday Low prices on Wednesday Concept of Big Day Concept of Big Day Promotional offers School Jao Khushi Khushi Khushi Ki Barsaat Happy Father¶s Day E. Biyani said that the proposal is at a very initial stage and has to be taken to the board. It has emerged as the largest retail format of Future Group's retail division. ³Managing a $1 billion business already is a challenge´. The customer can redeem the coupons before the due date on the condition that he/she shops four times the value of the coupon. footwear/luggage (Rs. furniture (Rs 75 per kg) and others (Rs 20 per kg). of which Big Bazaar is expected to contribute a large chunk of around $4 billion." says Mr Sanjeev Agarwal.
the 39th store opening in Surat on November 24 with three more in the pipeline and similar stores to be set up in major towns and cities of the State.to 80 new stores across India by June next. Mr Rajan Malhotra. The 37th store is being opened at Allahabad tomorrow and the 38th at Coimbatore next week. told reporters here that the retail chain is going to double the number of stores in Gujarat next year with two more stores planned in Ahmedabad. Head of Big Bazar India's Concept Division. he added. .
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue reading from where you left off, or restart the preview.