Presented by:

HemaNshi

Ripesh

Sonal

Shivpratap

TOPICSTOPICS Introduction 4 P’s of Marketing Marketing Strategies Facts Conclusion

INTRODUCTION INTRODUCTION Big Bazaar reflects the look and feel of Indian bazaars at their modern outlets

The hypermarket chain was introduced in India in 2001 by Pantaloon Retail (India) Limited

With a slogan of "Is se sasta aur accha kahin nahi!" ("Nowhere cheaper or better than this!").

Big Bazaar is based on 3-C theory of Kishore Biyani. The 3-C symbolize Change, Confidence & Consumption, & according to this theory , “Change and Confidence is leading to rise in Consumption”.

4PS ANALYSIS OF BIG 4PS ANALYSIS OF BIG BAZAARBAZAAR

ProductPricePlacePromotion

PRODUCTPRODUCTLarge product mix offered by Big Bazaar is the main attraction as they cater to all segments of society and age groups.

Big Bazaar, displays around 1.6 lakh products under various categories

With the ever increasing array of private labels, it has opened the doors into the world of fashion and general merchandise including home furnishings, utensils, crockery, cutlery, sports goods and much more.

PRODUCT MIX AT BIG BAZAARPRODUCT MIX AT BIG BAZAAR

PRICEPRICE Big Bazaar works on a low cost model.

Promotional Pricing:1. Exchange Offer2.Buy One Get One offer (BOGO)

Psychological pricing or price ending: The retail prices are often expressed as "odd prices": a little less than a round number, e.g Rs. 5,99, Rs. 6,999

Bundling: Combo-packs.

Differentiated Pricing: Time pricing, i.e., difference in rate based on peak and non-peak hours or days of shopping.

Promotions such as "Sabse Saste Teen Din" (Cheapest Three Days) and "Purana Do, Naya Lo" (Give Old, Take New) result in shoppers flooding the stores, to the point that some stores have become so overcrowded they've had to close.

PROMOTIONPROMOTION

Advertisement (print ad, TV ad, radio)

Hafte ka sabse sasta din “Wednesday bazaar”

Brand endorsement by M.S Dhoni and Asin

PLACEPLACEBig Bazaar has always worked on strategic locations. It targets semi-urban population with its placement.

Food Bazaar, a grocery retailer, opened its first outlet in June 2002, within a Big Bazaar store, six month later the chain had grown to 42 outlets: 18 stand alones.

If you thought big bazaar outlets are crowded, they are intentionally designed to look that way. Target customer for Big bazaar are middle class people who find comfort in herd and tend to follow the crowd.

Shopping in India is not just about buying, customers want to eat, celebrate, live through an experience and spend time with friends and family.

With the launch of the Zirakpur store, Big Bazaar now has 106 stores across India.

MARKETINGMARKETING STRATEGIESSTRATEGIES Kishore Biyani has taken for rent retail space much more than what he originally needed. Because of this, they have enough floor space to accommodate their growth plans till 2011, saving on rent

Target customer for Big bazaar are middle class people who find comfort in herd and tend to follow the crowd

Another strategy used by Big Bazaar to overcome location disadvantage is use of internet. It has launched a merchandise retailing website www.futurebazaar.com which targets high-end customers ready to use credit cards.

Big Bazaar had adapted the new Guerrilla Marketing Strategy Future Group have come up with 3 catchy/cocky and cheeky ad campaign which surely does catch your eyes1. Keep West-a Side. Make a smart choice !2.Shoppers! Stop. Make a smart choice !3.Change Your Lifestyle. Make a smart choice !

FEW STARTLING FACTS FEW STARTLING FACTS The biggest customer for big bazaar till date is a farmer in Sangli whose bill amount was Rs. 1,37,367

The inspiration to set up big bazaar came not from any foreign super market, but from a relatively small family run shop in Chennai, called “Saravana Stores”.

A few weeks before the launch of Big Bazaar in Gariahat, Kolkata around hundred hoardings were booked across the city. They borrowed and old saying ‘What Calcutta thinks today, India thinks tomorrow’. This was a complete coup and the perfect recipe for success in that city.

On 26th July when our city was flooded all the Big Bazaar stores were open and they delivered milk and certain food products to their customers.

No Big Bazaar employees where a tie as the formal attire intimidates the customer.

No two Big Bazaars are alike, all are place specific.

BIBLIOGRAPHY

BOOK REFERRED:IT HAPPENED IN INDIA : Kishore Biyani with Dipayan Baishya

WEB SITES:www.wickepedia.com www.google.com www.bigbazaar.futurebazaar.com