MARKETING MIXBIG BAZAAR

Overview Of Big Bazaar

OUTLETS 250 STORES, 80 CITIES

PARENT COMPANY FUTURE GROUP

OWNER KISHORE BIYANI, CEO

FOUNDED SEPTEMBER 2001

HEADQUATERS JOGESWARI, MUMBAI

INDUSTRY RETAIL

WEBSITE www.bigbazaar.com

TAGLINE 'Naye India Ka Bazaar'

MARKETING MIX

PRODUCT

PRICE

PLACE

PROMOTION

PRODUCT

APPARELS FOOD FARM PRODUCTS

CHILLED SECTION

HOME & PERSONAL

CAREELECTRONICS

FASHION & JEWELLERY

CHILD CARE & TOYS

OTHER SECTIONS &

SERVICES

PLACE

• Number of outlets : 250•Mainly at Tier I & Tier II Cities.• Areas covered 10,000 Sq. Ft. – 12,000 Sq.

Ft.• In mall, wantedly occupies basement level

area so as make customers carry goods conveniently.•Most of the stores also located at

residential areas.

PROMOTION

Profit Club

Festive Offer

Maha Bachat

Public Holiday Sale

Wednesday Bazaar

The Great

Exchan-ge

Offer

PROFIT CLUB

Festive

Offer

MAHA BACHAT

PUBLIC HOLIDAY SALE

Promotional Activities

• Patrnership with BigFlix & Big FM 92.7• On the occasion of completion of ten years in the

Indian retail industry (in 2011) Big Bazaar came up with a new logo for the company with a tag line that says: 'Naye India Ka Bazaar' (Market for New India). • This replaces the earlier tag line: 'Isse Sasta Aur

Accha Kahin Nahin' (Nothing is Cheaper And Better than Here).

Promotional Activities (contd.)

• Future Group is running its Big Bazaar Direct Program, under which a small grocery shop owner can become a franchisee for the big retailer.• Future Group has also roped in grocery shop

owners to become franchisees for its “KB’s Fair Price” neighborhood stores.• Big Bazaar Direct will help the company reach

customers deeper into India, which may not be necessarily possible by expanding a physical supermarket.

Big Bazaar Announces Shop Fest

• Big Bazaar has announced its “3 Cheapest Days” shopping festival from Friday.

• For the first time, it will reach out to people at their doorstep through Big Bazaar Direct franchisees.• All stores will open at 9 a.m. on the three days.

• A big attraction this year will be the specially created ‘3 Cheapest Days truck’ that will take the festival to places where Big Bazaar is not present.

PRICE

Value Pricing

Promotional Pricing

Differentiated Pricing

Bundling

CURRENT STRUCTURE

• Future Retail’s current debt stands at Rs. 4,500 crore and chief executive Kishore Biyani aims to make it debt free over next two years.

• Both Future Group and Reliance Retail are roping in local kirana-walas to expand operations and widen product reach, but small traders remain skeptical of their moves.

SWOT-ANALYSIS

STRENGTH WEAKNESS

P-O-P

EDLP

HIGH BRAND EQUITY

VARIETY UNDER ONE ROOF

UNABLE TO MEET

STORE OPENING TARGETS

FAILING REVENUE/Sq. Ft.

SAME OLD PERCEPTION

OPPUR. THREAT

KIRANA & DEPART. STORES

GOVERNMENT POLICIES

COMPETITORS

CHANCE OF BECOMING

INDIAN WALMART

ORGANIZED RETAIL

THANK YOU!