RETAIL MARKETING STRATEGY:BIG BAZAAR

Group number
10YACMA076 10YACMA077 10YACMA078 10YACMA079 10YACMA080

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Ravi Kumar Ravindranathgouda Bendigeri Reeja Mariam Mathew Rijabul Islam Talukdar Rohit Srivastava

What is retailing? ‡ Retailing is a distribution channel function, where one organisation buys products from supplying firms or manufactures products themselves, and then sells these directly to consumers. ‡ Retail is the sale of goods to end users, not for resale, but for use and consumption by the purchaser. The retail transaction is at the end of the supply chain. Manufacturers sell large quantities of products to retailers, and retailers sell small quantities of those products to consumers.
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6/13/2011 10:28:18 AM 4 . Bharti Retail. DLF shopping malls.96 billion in 2011 to US$ 785. Reliance Retail.12 billion by 2015 ‡ India ranks 39 on the list of the top 280 global retailers as a preferred destination to establish operations.Big Bazaar. ‡ Top Indian Retailers.Future growth of Retail in India ‡ US$ 395.

Modern Format retailers Supermarkets Hypermarkets Department Stores Specialty Chains Company Owned Company Operated Traditional Format Retailers Kiranas: Traditional Mom and Pop Stores Kiosks Street Markets Exclusive /Multiple Brand Outlets 6/13/2011 10:28:18 AM 5 .

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World s largest Retailers ‡ ‡ ‡ ‡ Wal-Mart France s Carrefour United Kingdom s Tesco chain India ranks 39th position 6/13/2011 10:28:18 AM 8 .

Steeljunction. Trinethra. Fun City and International Franchise brand stores. Chroma. Home Centre. Crossword.etc. REI AGRO LTD Retail-Formats:6TEN Hyper & 6TEN Super RPG Retail-Formats: Music World. Tanishq outlets. Food Bazaar.Major Indian Retailers ‡ ‡ ‡ ‡ ‡ Next retail India Ltd (Consumer Electronics) Vivek Limited Retail Formats: Viveks. Books & Beyond.Cotton garment outlets 6/13/2011 10:28:18 AM 9 . K Raheja Corp Group-Formats: shoppers stop. Max. aLL. Depot. etc. Brand Factory. Switcher .Formats: Fabmall supermarket chain and Fabcity hypermarket chain Vishal Retail Group-Formats: Vishal Mega Mart BPCL-Formats: In & Out Reliance Retail-Formats: Reliance Fresh Reliance ADAG Retail-Format: Reliance world German Metro Cash & Carry Shoprite Holdings-Formats: Shoprite Hyper Paritala stores bazar: honey shine stores Aditya Birla Group .more Outlets Kapas. Pyramid Retail-Formats: Pyramid Megastore. lifestyle products. Landmark. E-Zone etc. Respect India . Hyper City Lifestyle International-Lifestyle. Spencer s Super. Central. Spencer s Hyper. Daily & Fresh ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Pantaloon Retail-Formats: Big Bazaar. Fashion Station. Viveks Safe Deposit Lockers PGC Retail -T-Mart India.. Jainsons. TruMart Nilgiri s-Formats: Nilgiris supermarket chain Subhiksha-Formats: Subhiksha supermarket pharmacy and telecom discount chain. Star India Bazaar. Titan Industries with World of Titans showrooms. Marks & Spencer: Clothing. Grand India Bazaar . The Tata Group-Formats: Westside. Pantaloons. Viveks Service Centre.

‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Type Founded Headquarters Industry Products Employees Promoter Parent Punch line Currently Hypermarket 2001 Jogeshwari. Mumbai Retail Department. grocery store More than 2000 people Kishore Biyani Pantaloon Retail India Ltd Is se sasta aur accha kahin nahin 138 outlets 10 6/13/2011 10:28:18 AM .

‡ One stop shopping at discounted prices ‡ Provides best products at the best prices ‡ Targets price conscious majority segment of customers ‡ Classless destination ‡ Attracts a few thousand customers per day ‡ Is se sasta aur accha kahin nahin ‡ India s first hypermarket retail outlet 6/13/2011 10:28:18 AM 11 .

‡ Started purely as a fashion format including apparel. One stop shopping at discounted prices Provides best products at best prices Targets price-conscious majority segment of customers ‡ Classless destination ‡ Big-sized Indian Mandi .Approx. cosmetics.Big Bazaar.ft. accessory and general merchandise. ‡ ‡ ‡ ‡ 6/13/2011 10:28:18 AM 12 . 50000 Sq.

convenience and quality.‡ First Food Bazaar format was added as ShopIn-Shop within Big Bazaar in the year 2002 ‡ Big Bazaar and Food Bazaar blend the look. feel and touch of Indian bazaars with modern retail concepts of choice. 6/13/2011 10:28:18 AM 13 .

Bangalore and Hyderabad 2002-Big Bazaar .com to launch India's most popular shopping portal 2008.Big Bazaar captures almost one-third share in food and grocery products sold through modern retail in India 2010.ICICI Bank Card is launched. Food Bazaar becomes part of Big Bazaar 2003-Big Bazaar enters Tier II cities with the launch of the store in Nagpur 2004.Big Bazaar connects over 30.Milestones of Big Bazaar ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ 2001-Three Big Bazaar stores launched within a span of 22 days in Kolkata.awarded the country s most admired retailer award in value retailing & food retailing 2005.Big Bazaar launches Shakti. Fashion@Big Bazaar 2009.Big Bazaar dons a new look with a fresh new section.000 small and medium Indian manufacturers and entrepreneurs with around 200 million customers visiting its stores 14 6/13/2011 10:28:18 AM .Electronic Bazaar and Furniture Bazaar are launched 2006.Big Bazaar partners with Futurebazaar. India s first credit card program tailored for housewives 2007.

offering full lines of grocery and general merchandise all under one roof. ‡ Key categories retailed. combining a supermarket and departmental store.-15000-100000 6/13/2011 10:28:18 AM 15 . consumer durables ‡ Typical size Sq. furnishings.FORMAT DEFINITION ‡ Hypermarket-A large superstore.Food. groceries.ft. apparel.

TARGET AUDIENCE ‡ Big Bazaar targets higher and upper middle class customers. ‡ The large and growing young working population is a preferred customer segment. 6/13/2011 10:28:18 AM 16 . ‡ Big Bazaar specifically targets working women and home makers who are the primary decision makers.

PRICING ‡ Value pricing( EDLP) -low interest financing -psychological discounting -special event pricing ‡ Differentiated pricing -time pricing ‡ Bundling 6/13/2011 10:28:18 AM 17 .

mpg.Wednesday Bazaar at Big Bazaar.flv 6/13/2011 10:28:18 AM 18 .

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right Bakery Loot Mart Tulsi future money future generalli mBazaar Microwaves Small Appliances Laptops Computer Accessories Kitchen Appliances 6/13/2011 10:28:19 AM 20 . etc) Footwear Bazaar Beauty Care Navaras Star Parivar Meena Bindre Living Room Bed Room Kitchen Dining Hall Kids Room Bean Bags Paintings Decorative Items Kids Wear Toy Bazaar Stationery Child Care mr.PRODUCT MIX ELECTRONICS bazaar Fashion & Jewellery Furniture bazaar Child Care & Toys Other Services Television Sets Washing Machines Refrigerators Personal Care (Shavers.

Acquires such areas at an early phase before the real estate value booms. Located at high traffic areas. Online trading Designed to look crowded 21 6/13/2011 10:28:19 AM .‡ ‡ ‡ ‡ ‡ Place store locations Initially identifies future/potential development areas.

Whitefield.P. Tumkur High Way. Nagar 2nd Stage . Malleshwaram.P. Banashankari Bangalore Big Bazaar :: BMTC Bus Stand (Bangalore) Address : Double Road . Plot No. Coconut Avenue Road. Nagashetty Halli. BSK III Stage. K R Puram. Kathariguppa .57.‡ Big Bazaar :: Jayanagar (Bangalore) Address : Salapuria Gateway Jayanagar. Bangalore Big Bazaar :: Kormangala (Bangalore) Address : Salapuria Towers # 22 . 1 & 2. Bangalore Big Bazaar :: KSRTC (Bangalore) Address : KSRTC Bus Stand . Bangalore Big Bazaar :: Hebbal (Bangalore) Address : Ring Road. Mareenahalli village . RBI Layout. Bangalore Big Bazaar :: Banshankari (Bangalore) Address : 92/9 . Opp Gali Anajeya Temple. Near Brigade Millennium Appt. Bangalore Big Bazaar :: Old Madras Road (OMR) (Bangalore) Address : Salarpuria Nova . BMTC Bus Stand. J. Mysore Road. Bangalore 6/13/2011 10:28:19 AM 22 . 45/1 . Koramangala Industrial Layout. J. Bangalore Big Bazaar :: Malleshwaram Address : #166. Puttenhally Main Road. Varthur Road. Bangalore Big Bazaar :: J.Nagar (Express) Address : 721. (Near BEL Factory) Maruthi Nagar. 5th Cross. A Block . Housuja's Mall. 9th Block . 80 Feet Road. No. Near Ragiguddu anjinyaar temple Bangalore Big Bazaar :: Whitefield (Bangalore) Address : Beside ITPL. Near Lalbagh Main Gate. Hosur Road.P Nagar. Ward no . Old Madras Road .

Internet as place has put them in a profitable position because there is minimal expense of maintaining a website. The low level of internet penetration proves a hindrance for rapid growth 23 6/13/2011 10:28:19 AM .futurebazaar.‡ ‡ ‡ ‡ E-tailing To overcome location disadvantage-launched a merchandise retailing website www.com which targets high-end customers ready to use credit cards.

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‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Promotion saal ke sabse saste 3 Din Future card(3% discount) Shakti card Advertising ( print ads. TV ads. radio) Brand endorsement by M S DHONI Exchange offer Weekend discounts Point of purchase promotions Junk swap offer-exchange anything old for something new 25 6/13/2011 10:28:19 AM .

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2011.flv 6/13/2011 10:28:19 AM 27 .Sabse Saste 5 Din .

‡ ‡ ‡ ‡ Some of the key offers 5kg rice+5kg sugar+5kg oil for Rs799/Branded micro wave 17ltrs at Rs 1999/Branded DVD player + home theater at Rs2999/- 6/13/2011 10:28:19 AM 28 .

and Tata s Westside. Make a mart choice! Shoppers! Stop.‡ ‡ ‡ ‡ ‡ Playing new tactics Guerilla marketing strategies 3 catchy/cocky and cheeky ad campaign which surely does catch one s eyes. Keep West-aside. Lifestyle. Taking on the biggies like Shoppers Stop. Make a smart choice! 29 6/13/2011 10:28:19 AM . Make a smart choice! Change Your Lifestyle.

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POSITIONING STRATEGY High service High value position position low price Price oriented position low service 6/13/2011 10:28:19 AM service oriented high price poor value position 31 .

Merchandise assortments Communication mix Retail Strategy Customer service Store design an d display 6/13/2011 10:28:19 AM Pricing and location 32 .‡ BIG BAZAAR RETAIL MIX.Caters to all age groups of a family.

SWOT ANALYSIS Strength -High brand equity -State of art infrastructure -EDLP -POP promotions -variety of stuff under single roof Weakness Unable to meet store opening targets Falling revenue/sq.ft General perception Opportunity Organized retail(4.15%) Evolving consumer preferences Threat Competitors Government policies Unorganized retail 6/13/2011 10:28:19 AM 33 .

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