retail formats of big bazaar

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EXHAUSTIVE RETAIL FORMATS OF BIG BAZAAR

Ramneek S Sandhey(46)

MBA (M&S) MBA (M&S) Section ESection E

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About Big Bazaar• Big Bazaar is a hyper mart chain of development stores in India.• It has 104 (2009) outlets in India.• Parent group is Future group.• The owner is Kishore Biyani (CEO).• Founded in 2001.• Head quarters are in Jogeswari,Mumbai.• Website is www.bigbazar.com.• It deals with retail.

•

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“Is se sasta aur achha kahin nahi.”

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TARGET AUDIENCE

Big Bazaar targets Middle and upper-middle class customers .

The large and growing young working population is a preferred customer segment .

Big Bazaar specifically targets working women and home makers who are the primary decision makers.

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SUPPLY CHAIN……

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MANUFACTURING FIRM

C&F AGENTS

BIG BAZAARBIG BAZAAR

END USER

KIRANA STORES

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RETAILING: The term “Retailing” refers to any activity that

involves a sale to an individual customer. Retailing is the interface between the producer and the individual consumer buying for personal consumption.

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RETAIL FORMAT

• This is the general nature of the retail mix in terms of range of products and services, pricing policy, promotional programmes, operating style or store design and visual merchandising; examples include mail-order retailers (non-store-based) and department-store retailers.

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PRODUCT RANGE IN BIG BAZAAR

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PRODUCT MIX

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• Television sets• Washing Machines

• Refrigerator• Personal Care

• mBazaar• Microwaves

• Small Appliances• Laptops• Computer Accessories

• Kitchen Appliances

ELECTRONICS BAZAAR

FASHION & JEWELLERY

FURNITURE BAZAAR

CHILD CARE & TOYS OTHER SERVICES

•Footwear Bazaar•Beauty Care

•Navara•Star Parivar

•Meena Bindre

•Living Room•Bed Room

•Kitchen•Dinning Rooms

•Kids Room•Been Bags•Paintings

•Decorative Items

•Kids Wear•Toy Bazaar•Stationary•Child Care

•Mr. right•Bakery

•Loot Mart•Tulsi

•Future Money•Future Generally

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1.The Great Exchange Offer• Big Bazaar announced The Great Exchange Offer with a “Bring anything old and

take anything new” concept which started from the 16th of Feb 2008.

• Under the exchange offer the customers were given exchange coupons and they were valid up to a particular date.

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• 1 Kg Newspaper…………………………………………...Rs25• 1 Kg Plastic/Leather……………………………………….Rs75• 1 Kg Footwear……………………………………………...Rs100• 1Kg Bottle…………………………………………………..Rs15• 1Kg Tyres………………………………………………….. Rs50• 1Kg Furniture………………………………………………. Rs75

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2.Sabse Saste Teen Din (Big days)• “26 Jan Republic Day a National Holiday”Big Bazaar Marketing Department gave

a new thought on this day in 2006 they started a new shopping festival, i.e. Sabse Saste Teen Din.

• JVC camera video camera was available at Rs.9700 whose MRP. was JVC camera video camera was available at Rs.9700 whose MRP. was Rs.16990Rs.16990

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3.Wednesday Bazaar – “Hafte ka sabse sasta din”

• In January 2007, Big Bazaar introduced a Wednesday Bazaar concept called “Hafte Ka Sabse Sasta Din” with the aim to give homemakers the power to save the most on this day of the week

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“Rich people love less prices, but the poor desperately require them”

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1.PSYCHOLOGICAL PRICING

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2. Value Pricing

• It sets selling prices on the perceived value to the customer, rather than on the actual cost of the product, the market price, competitors prices, or the historical price.

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3.TIME PRICING• Time-based pricing is a special case of price discrimination

in which producers charge different rates for a given good or service depending on the time, day, month, and so on.

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4.Bundling

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Guerrilla Marketing Strategy marketing strategy

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VISUAL MERCHANDISING………

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VM is art and science of displaying merchandise within store, it is about implementing effective design, ideas to educate customer, create desire and finally increase store traffic and sales volume.

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POP’s

1. BULK BREAKING.

2. SPATIAL CONVENIENCE.

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SHELF SPACE CONTROVERSY OF BIG BAZAAR WITH KELLOG’S……

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CASE STUDY……..

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WHY RECESSION DIDN’T DENT BIG BAZAAR??????

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1.STRATEGIES ADOPTED TO NULLIFY THE EFFECT OF RECESSION.

o Sabse Saste Teen Din (2006)

o Hafte Ka Sabse Sasta Din (2007)

o The Great Exchange Offer (2008)

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2.EMOTIONAL ASSOCIATION OF BIG BAZAAR WITH MIDDLE CLASS PEOPLE

Kishore Biyani is reported to have said that the word ‘Bazaar’ ‘Bazaar’ was mandatory for the name as they wanted to replicate the Indian Mandi or Market feelMandi or Market feel, and ‘big’ came about because this was a much larger concept than just a regular market.

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IMPLEMENTATION OF MARKETING CONCEPTS ON BIG BAZAAR AND THEIR CORELATION with it’s retail formats…..

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1.LIFE CYCLE….

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2.BIG BAZAAR AT BCG MATRIX……….

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• Strengths:

1) Variety of products available under one roof.

2) Good brands available at affordable prices.

3) Cheap goods available to the consumers due to the absence of middlemen.

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• Weakness:

1) High attrition rate.

2) Employees are not well trained in handling esteemed customers.

3) They don’t use costly methods of advertising.

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• Opportunities:

1) Huge potential rural market to be tapped

2) Opportunities available in the cosmetics industry

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• Threats:

1) Many major players are foraying in the retail sector like walmart, reliance which may hamper their margins

2) Customers may lose their trust on the company due to the supply of substandard products and may even switch to some other company

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RECOMMENDATIONS

• Can start a concept of “HAPPY HOURS”.“HAPPY HOURS”.

• Can initiate various Student Plans.

• Can look to target Rural Market.

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THANK YOU……….