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A PRESENTATION ON BIG BAZAAR

A PRESENTATION ON BIG BAZAAR Click to edit Master subtitle style SUBMITTED BY – OMDEVSINH GOHIL

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SUBMITTED BY – OMDEVSINH GOHIL (NR10032) NIRALI GOSWAMI (NR10033) BHAGIRATH JADEJA (NR10037) HARSHITA NAGDEV (NR10055) RUTVI VYAS (NR10116)

GENERAL INFORMATION

§ Type – Hyper market and Discount store § Founded – 2001 § Headquaters - Jogeshwari, Mumbai § Industry – Retail § Promoter – Kishore Biyani § Parent – part of future group § Punchline – “isse sasta aur achchha kahin nahi” § Currently 210 outlets across 80 cities § Listed in Indian stock exchange

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Ad campaign info.

Brand name – Future group Product – Big Bazaar Agency – Mudra Communications Released at – In news papers and in the form of hoarding starting at Hosur road, Nr forum mall, Bangalore Type of marketing – Guerilla Marketing

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ANALYSIS

This ad was targeted at its competitor West side urging them to go for their own products

It is highly creative particularly in playing with words

Source – They used a new unknown face stating and stressing that their product is for general mass

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AD INFORMATION

Credits & Description:

Company: MUDRA COMMUNICATIONS, INDIA, Mumbai

Creative Director: Varun Mehta/Vinayak Nayak Copywriter: Aditya Iyengar Art Director: Ninad Gharat/Binal Parikh Illustrator: Shankar Chavan

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T

o

ra her: Ninad Gharat

ANALYSIS

The following ad says that Big Bazaar retail outlet includes everything from day to day necessities to occasional buying products

It is highly creative as they have shown their diverse range of product line hidden in the picture of a music player

The theme of the ad is that it gives the message that big bazaar is the

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AD AGENCY DETAILS

Mudra Communication

Incepted- 1980

India’s first full-fledge integrated Advertisement agency

Mudra Ignite Mudra Max Mudra DDB Mudra India

International Awards won 236 ( Cannes , Clio, One Show , Ad Fest, Communication Arts, New York Festival & others)

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AD AGENCY DETAILS Mudra Communication • • • • • • Incepted- 1980 India’s first full-fledge
AD AGENCY DETAILS Mudra Communication • • • • • • Incepted- 1980 India’s first full-fledge
AD AGENCY DETAILS Mudra Communication • • • • • • Incepted- 1980 India’s first full-fledge

National Awards won 931 ( Abby, CAG, Ad Club,

Showcase of India & others)

SEGMENTATION

PSYCHOGRAPHIC SEGMENTATION

Lifestyle of the people in the particular zone.

(Big Bazaar in the Sangli district has agricultural equipments and nine-yards saris in the stores) Interests and values.

Attitude and opinions.

(e.g.; the Gujratis – value conscious. the Bengalis – loyal to their brand. the Punjabis – have high disposable income.)

Contd….

DEMOGRAPHIC SEGMENTATION INCOME -Rich Class -Upper Middle Class* -Lower Middle Class* -Poor Class

GENDER

-Male

-Female

TARGETING

Targets higher and upper middle class people

The large and growing young working population is the prefered customer segment

Targets home makers and working women who are the primary decision k

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POSITIONING

high service

 

High

 

valye

Service oriented

positio

position

n

Low

   
   

High

price

 

price

 

Price oriented position

Poor value position

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Low

service

UNIQUE SELLING PROPOSITION

“Saal ke sabse saste 3 din” Shakti card Advertisement Future card 3% disc Brand endorsed by M.S. Dhoni Weekend discounts POP promotions

COMPETITORS

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COMPETITORS 4/21/12
COMPETITORS 4/21/12
COMPETITORS 4/21/12
COMPETITORS 4/21/12