COMPANY PROFILE

• Big Bazaar is part of Future Group founded in 2001.

• Big Bazaar is a chain of hypermarket in India.
• There are 214 stores across 90 cities and towns in
India covering around 16 million sq.ft. Of retail space
• Big Bazaar offers a wide range of merchandise
including fashion and apparels, food products,
general merchandise, furniture, electronics, books,
fast food and leisure and entertainment sections.
LOCATIO
Nare situated in Shipra Mall and Aditya Mall.
• The store of Big Bazaar, which we have visited,

• Both the malls are established in the heart of the

city or where usually consumers goes for shopping.
• In both Shipra and Aditya Mall, Big Bazaar is
present on the ground floor, facing the entrance,
hence, attracting the visitors.
TRADE AREA ANALYSIS
 Primary Trade Zone: Usually 2-3 miles radius covers
all customers from Shipra Sun City and from the
nearby areas like college students of different colleges
etc. Aditya Mall covers up by people from
Indirapuram and all the nearby residential areas of
Indirapuram etc. Overall 70-75% of customers are
covered within these areas.
• Secondary Trade Zone: Usually 3-7 miles radius
covers all customers of nearby areas like Sector
21, Sector 63 and other nearby areas. Overall 20%
of customers get covered through these areas.
• Tertiary Trade Zone: Usually 15-20 miles radius
covers all customers from areas, which are far
apart. Overall 10% of customers are covered
through these areas.
TARGET MARKET
• It mainly targets all types of consumers to full
their every kind of needs.
• They have different section for apparels at “Fashion
Big Bazaar” which mainly focuses on the new, stylish
and fashionable clothes for all age group customers.
STRATEGY
WEDNESDAY BAZAAR
Big Bazaar introduced the Wednesday Bazaar concept
and promoted it as “Hafte Ka Sabse Sasta Din”. It was
mainly to draw customers to the stores on Wednesdays,
when least number of customers is observed. According
to the chain, the aim of the concept is "to give
homemakers the power to save the most and even the
stores in the city don a fresh look to make customers feel
that it is their day.”
SABSE SASTA DIN
Big Bazaar introduced the concept of "Sabse Sasta Din".
The idea was to simply create a day in a year that truly
belonged to Big Bazaar.
MAHA BACHAT
Maha Bachat as a single day campaign with attractive
promotional offers across all Big Bazaar stores. It has
attractive offers in all its value formats such as Big
Bazaar, Food Bazaar, Electronic Bazaar and Furniture
Bazaar - catering to the entire needs of a consumer.
THE GREAT EXCHANGE OFFER
Big Bazaar launched "The Great Exchange Offer",
through with the customers can exchange their old
goods in for Big Bazaar coupons. Later, consumers can
redeem these coupons for brand new goods across the
nation.
STORE LAYOUT AND DESIGN
• The store layout and design is perfect in
creating image in the minds of the customers.
• Planograms store design-providing lots of space
for customers to walk and see varieties of
products without any difficulty.
• It is designed just like convenience stores to make
people feel that they are shopping in their local
streets.
VISUAL MERCHANDISING
Idea oriented Presentation
• Different section of apparels having all types
of apparels for men, women, kids etc.
• Different section for electronic goods,
toiletries products, etc.
Colour Presentation
• Warm colors like red and yellow to produce
vibrant, emotional and hot active response
• cool colors white and blue to have a peaceful,
gentle and calm effect.
Music
Control the pace of store traffic, create an image
and attract or direct consumer attention.
Lightning
Highlight merchandise and structure space in
efficient way. It captures a light mood of customers.
Fixtures
• Straight rack to hold lots of apparels
• Gondolas are good for food and grocery
STORE AMBIENCE
Food Bazaar
The ambience of the store is like a convenience
store. The whole setup provides freedom to the
people in selecting the products of their choices.
Fashion Big Bazaar
• As per the tagline, “Isse sasta aur achcha kahin
nahi”, the merchandises are also available at very
less prices.
• They are placed in a bulk form in different types of
fixtures and the atmosphere of the store is very calm
and the colors and music used, displays the message
and logo of big bazaar and also suits the taste of
Indian customers.
• But, sometimes, the ambience sounds bit boring and
unpleasant because of repeated music, unchanged
colors and stuffs. This area needs some
improvement.
SIGNAGE USED BY BIG BAZAAR
• Advertising is done by newspaper, television
and through hoardings.
• Hoardings at public places helps in attracting
huge masses of people from various places.
PRICING STRATEGY
Value Pricing (Every Day Low
Price) Promotional Pricing
• Low Interest Financing
• Psychological Discounting
Bundling (Offering several products for sale as
one combined product)
PROMOTION AND INNOVATIVE
IDEASTO SELL MERCHANDISE
• Advertising ( Print ads, TV ads, radio
ads )
• Weekend Discounts
• Exchange offers
• Point of purchase promotion
• Word of mouth
• Brand Endorsement
• Future Card
PLANOGRAMS USED BY
BIG BAZAAR
• Shows the placement of retail products on shelves .
• It makes a section more aesthetically appealing to
the customer.
Affects of Planograms
• Satisfying customer with a better visual appeal
• Tighter inventory control and reduction of out of
stock
• Better-related product positioning
• Improved sales
• Assign selling potential to every inch of retail space
• Effective communication tool for staff –produced
SPACE PRODUCTIVITY
SPACE PRODUCTIVITY
Big Bazaar has effectively utilizes its space in its store and
as it is usually measured by sales per square foot of
selling space therefore we came to know that it has
been assigned in a logical manner so that it become
convenient for customers to purchase and walk here
and there to see the merchandise.
FIXTURES
• Straight Rack
• Gondolas
• Round rack
WALL FIXTURES
• To make store wall merchandisable, and varities
of clothes can be fitted into it.
MERCHANDISE DISPLAY PLANNING
• Shelving
• Hanging
• Stacking
CONCLUSION
 Big Bazaar with its size no doubt the biggest
retail chain in India.
 The employees accept their responsibilities whole
heartily.
 The store is reaching out to all section of society
with its customer centric way of organizing the
store.
 Big Bazaar creates a holistic experience of shopping.
RECOMMENDATIONS
• Big Bazaar must perform demonstration new
products to make customers aware and create trust
among them.
• General merchandise has number of departments
so staff number should be increased to serve
customer during weekend and big days.
• Make some arrangement for any new scheme or
offer such as queue system management so crowd
can be controlled during big days.
 THANK YOU
ANJALI MEHRA (PGFA1105
DIPENDRA RAJ TOMAR )
SHUBHRA SRIVASTAVA (PGFA1115
SIDDHARTH TRIPATHI )
VISHNU SONI (PGFA1145
)
(PGFA1147 Section A
) PGDM (G)
(PGFA1160 2011-13
)