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EVOLUTION OF MARKETING

Integrated communicationsbased process. Production, manufacturing, and efficiency issues. Type of 'mass marketing' helped develop corporate branding

OVERVIEW OF MARKETING
Craft of linking the producers. practical application of marketing techniques. Understand your competitors and their products Create a sustainable competitive advantage

SERVICE MARKETING
Based on relationship and value. Marketing a product-base business. Buyer purchases an intangible. Reputation, value, delivery of service

BIG BAZAAR
Chain of department stores in India. Pioneered by entrepreneur Kishore Biyani. Aims at being 350 stores by the end of year 2010.

Big Bazaar: The Brand Building Challenge


Product dies but a good brand never dies. Sales or market share. Premium price.

Differentiation

Big Bazaar: Positioning & Establishment

First quadrant of Organization Value and Customer Value Matrix. Value for money" store. Big Bazaar which make it easier to attract lower middle class category of customers.

Big Bazaar: Brand Extensions Actually Made & Future Possibilities


Split Big Bazaar into two entities. Foreign partners like Carrefour, Metro, Costco, etc

1)Big Bazaar Express 2)Standard big bazaar 3)Big bazaar Supercentres

Marketing Mix Of Big Bazaar

Services industries and knowledge intensive industries. 1)Product 2)Price 3)Place 4)Promotion 5)People 6)Process 7)Physical Evidence

Consumer Insights & Perceptions


3-C theory of Kishore Biyani. "Change and confidence is leading to rise in Consumption". India One India Two India Three

Advertising: The Essential of Brand Building Process


Tag-line Print Ads TV Ads Road-side Advertisements Fashion Shows Brand Endorsement by Celebrity

SWOT Analysis on Big Bazaar

Analysis of Customers

What excites you most for shopping at Big Bazaar?

11 22

Discount Promotion Both

Discount Promotion

Both

27

What do you usually buy from Big Bazaar?

FMCG UTENSIL
7 11 FMCG Utensils Apparels 48

APPARELS

How often do you come at Big Bazaar?


9 9 Within a week 9 Fortnight Within 1 month Above 1 month 33

How is your shopping experience at Big Bazaar?

SATISFIED

VERY SATISFIED

11

Satisfied Very Satisfied Not Satisfied 44

NOT SATISFIED

Do you want some additional brands at Big Bazaar?

YES
45% Yes

NO

55%

No

Why do you visit the store?

REACHABLE
14 Reachable Low Price 40 17 Availability of all products

LOW PRICE AVAIL OF ALL PRODUCTS

Analysis of Employees Feedback

What motivates you most on the job?


10%

DESIGNATION SALARY
52%

38%

designation salary

incentives

INCENTIVES

What kind of training are you given?

CUSTOMER HANDLING BILLING


STOCK HANDLING

24% 48% customer handling bil ing stock handling

28%

On what basis do you want promotion?

QUALIFICATION
22%

EXPERIENCE SUGGESTION
45%

33%

qualif ication experience

suggestion

Limitations of Big Bazaar


1.

2.

3.

Only one of the stores was analyzed for the study. The customers accessed were not on weekends. research was not conducted on any special days like republic day

Recommendations

Guides and counsels about customer loyalty program. Stress Buster Exercises must be organized. Seating arrangements must be made for customers as well as for employees.