SCRAMBLED MERCHANDISING

SUMMITED TO : MISS KRITIKA RASTOGI

SUMMITED BY : NISHA CHAUHAN
WHAT IS SCRAMBLED MERCHANDISING?

• Scrambled Merchandising refers to a practice by

wholesalers and retailers that carry an increasingly
wider assortment of merchandise. It occurs when a
retailer adds goods and services that are unrelated to
each other and to the firm's original business.

• EXAMPLE: reliance trends, store 99, miniso, brand

factory, big bazar, diseny etc.
 CHRACTERISTICS
• Retailers seek to convert their stores to one stop
shopping centre.
• Scrambled merchandising is often fast selling.
• Generates store traffic.
• Yield high profit margin.
• Impulse purchasing is increased.
• Different target market can be attracted.
 ADVANTAGES

1. You can increase your overall sales.

2. You can spread the risk of carrying poor-selling
products or categories.
3. You can portray yourself as a one-stop shop.
4. The effect of seasonality and competition can be
lessened.
 DISADVANTAGES

1. Leads to intertype competition.

2. Lack of expertise in understanding the purchasing
and selling of items.
3.  It can confuse and frustrate your customers.
 About big bazaar
Type Private
Industry Retail
Founded •2001; 18 years ago
Founder Kishore Biyani
Headquarters Mumbai, Maharashtra, India
Number of locations 295 stores nationwide (August 25, 2019)
Area served India
Key people •Sarvesh Shivnath Shukla (Founder)

•Sadashiv Nayak (President & CEO)

•Umashankar Shukla (Director)

Products •Electronics
•Movies and music
•Home and furniture
•Home improvement
•Clothing
•Footwear
•Jewellery
•Toys
•Health and beauty
•Pet supplies
•Sporting goods and fitness
•Auto
•Photo finishing
•Craft supplies
•Party supplies
•Grocery
Services •Future Pay
Parent Future Group
Website bigbazaar.com
 HISTORY
•  Big Bazaar was started purely as a fashion
format including apparel, cosmetics, accessory
and general merchandise,
• The first Food Bazaar format was added
as Shop-In-Shop within Big Bazaar in the year
2002.
CUSTOMER SEGMENTATION OF BIG BAZAAR

• Big Bazaar target higher & upper middle class

customers.
• The large and growing young working
population is a preferred customer segment.
• Big Bazaar specially targets working women.
THANK YOU