SEGMENTATION, TARGETING AND POSITIONING OF BIGBASKET

INTRODUCTION:
Bigbasket is India’s largest online retail store that include fruits, vegetables, groceries, personal
care items etc. It was founded in October 2011 by Hari Menon., Abinay Choudari,V S
Sudhakar,Vipul Parekh and V S Ramesh. Its headquarters is in Bengaluru.Bigbasket is actively
present in 30 cities and towns in India.
SEGMENTATION:
There is a broad segmentation done by Bigbasket by grouping people into many segments by
considering various factors like demographic, geographic, psychographic and behavioral
DEMOGRAPHIC:
 Age and lifecycle:
 They targeted all the age groups like students who stay in hostel or in rooms who were
busy and want to meet their daily needs. Example: IMT
 families who are newly wedded and where both in couple are working and have no time
to go out.
 Lastly middle-aged people and also retired people who don’t prefer to go to market due
to their old age.
 Occupation
 They in terms of occupation segmented and targeted the people who are busy working
and have no time to go the market physically.
 The families which have dual income where both husband and wife are working.
Income
 People with the annual income of 4,00,000(4 lakhs) and above are segmented and
targeted as the affordability also is considered.
GEOGRAPHIC:
 In this criterion they firstly segmented the people in metro cities as the number of people
using smart phones and computers is high.
 They firstly started their service in metro cities and then expanded to non-metro cities and
as of 2018 Bigbasket is available in 30 cities of India’

PSYCOGRAPHIC:
 There are people who are not busy but wish to comfortable who do not like
to go out to the market and buy groceries and want everything at their door
step.

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 BEHAVIORAL:
Loyalty:
 Bigbasket considers loyal customers and they are segmented to be rewarded as they
are given rewards and accomplishments according to their loyalty.
 Example: BB+ program
Occasion:
 These are also people who are segmented where they use Bigbasket on a occasion
like birthday, marriage or any cultural or organizational event. But as the orders are
huge in such events they are targeted.

TARGETING:
Target marketing involves breaking a market into segments then concentrating your marketing
efforts in a way on one or some key segments consisting of the shoppers whose wants and
wishes most closely match your product or service offerings. It provides attention to any or all of
your promoting activities.
Target Segment of Big Basket:
Students, Corporate Singles and working, Co-operatives, Societies, Event Planners, Groups. Its
positioning as an ONLINE grocery store and targeting those who notice it extremely difficult to
go grocery shopping or doesn't have the time to do so.

FULL MARKET COVERAGE:

 They tried to the full market by targeting all the segments by fulfilling the needs by
providing all sorts of items to all the segments with respect to their respective needs.
MULTIPLE SEGMENT SPECIALIZATION:
 People from different segments are targeted to use the products that Bigbasket
supplies products which all te segments of people need in daily life.
 Example: FMCG goods like rice, lentils are sold to all segments with their own brand
called BB royal.
SINGLE SEGMENT SPECIALIZATION:
 They also consider the segment of people who have a particular need.
 Example: Families having infants are provided with all baby utilities.

The main reason for achievement of Bigbasket is to target the segment includes mainly the
educated working young and the corporates and consumers who naturally finds it difficult to
physically visit stores to shop for these product as most grocery things are repeat purchases for.
this is often one in all the explanation for its success in metropolis that, because of its population,
has the biggest internet penetration with the most population of corporates.

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POSITIONING:
In the contest of business, market positioning defined as the consumer's perception of a brand or
brand’s product in reference to competitive brands or product. Market positioning refers to the
method of building the image or identity of a brand or product in order that customers understand
it in a certain manner.
COMPETITORS: Major competitors of Bigbasket are-
 GROFERS
 AMAZON NOW (Pantry)
 ZOPNOW

The company can position itself comparing its competitors by the competitive framework
of reference and the nature of competition in two ways-
1.Point of parity (POP)
2.Point of difference (PODs).
Point of Parity

 Website: Each Online retail and grocery have a fully functional website now a day. We
can choose from a variety of products and can also sort them based on certain filters like
popularity, price, new arrival etc. and order them accordingly.
 E-groceries & Beverages: Grocery Websites like bigbasket, are having a wide range of
E-groceries& Beverages to choose from
 Mobile Platform: With the increase in technology and usage of mobile internet they
have adapted accordingly by launching mobile application & website for quick orders.
 Door step delivery: they are offering door step delivery for the convenience of their
customers.
 Mode of Payments: they are providing various mode of payments like payment on
delivery, online payment through various debit and credit cards, various e Wallets &
Online banking.

Point of Difference

 Wide Range & variety of Fresh fruits and vegetables: Big basket is the only grocery
store which provide a wide range & variety of Fresh Fruits and vegetables to choose
from. It constitutes a major portion of big basket sales.
 Option to choose the slot of delivery: Bigbasket gives the customer to choose the time
slot of delivery of the product ranging 4 slots 2 in morning 2 in evening providing more
flexibility and accessibility to their product to the customers.
 One-hour express deliveries: Bigbasket Provides one-hour express delivery for various
products by implementing a Hyper Local strategy, wherein it has collaborated with more

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 than 1,800 neighborhood grocery stores across India to deliver the goods within 1 hour.
For this initiative they have acquired startup delyver.
 Refund if late: It also provide 10 % refund on the order value if it fails to deliver it on
time. This create a healthy image for it in the customer minds as they are assured that
they are going to get their products on time or getting something back due to delay.
 Bigbasket wallet: Bigbasket wallet provides one of the best and quickest way to pay for
the orders and get refunds on them. Loading cash is also very easy and safe which
encourage the customer to use it frequently.
 Low price high quality due to tie up with farmers: Big basket has made agreement
with farmers which provide them with high quality product at cheaper prices as there are
no middle agent in-between them, also providing more profitability to the farmers to
make them happy.
 Return product if quality not satisfactory: Customers can check the quality of the
product on delivery and if not, satisfactory they can return to the delivery guy.


Perceptual Map of Bigbasket:

The perceptual map is plotted between two categories services and customer satisfaction. It can
be observed that the Bigbasket is head with respect to its’ competitive brand in terms of the
number of services and the customer satisfaction from those services.

The advertisement starring Shahrukh Khan and asking are I’m a Bigbasketeer are you? Help the
Bigbasket to grow and acquire the largest market share in online grocery market as it gives
message that even Shahrukh khan is using it so why not you.

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