PRESENTATIONON

SERVICE MARKETING

Submitted to: Mr Karan(lecturer)

OPPORTUNITIES FOR THE ORGANISED RETAIL SECTOR IN INDIA

India’s booming economy. India's huge population has a per capita income of Rs 44,345. The proportionate increase in spending with earnings. Demography dynamics. Increased urbanization.

RETAILING FORMATS IN INDIA 1. Malls 2. Specialty Stores 3. Discount Stores 4. Department Stores 5. Hyper marts / Supermarkets 6. Convenience Store 7. MBO’s 8. E-trailer

MAJOR RETAILERS IN INDIA

BIG BAZAARBig bazaar is a chain of shopping malls in India. Currently, there are 148 big bazaar stores across 80 cities and towns in India. Big Bazaar offers a wide range of merchandise including fashion and apparels, food products, general merchandise, furniture, electronics, books, fast food and leisure and entertainment sections. Food Bazaar, a supermarket format was incorporated within Big Bazaar in 2002 and is now present within every Big Bazaar as well as in independent locations. Big Bazaar is part of Future Group and is owned through a wholly owned subsidiary of Pantaloons Retail India Limited that is listed on Indian stock exchanges. Big Bazaar was launched in September, 2001 with the opening of its first four stores in Calcutta, Indore, Bangalore and Hyderabad in 22 days. Customer service• Limited• Self Service • Customisation

TARGET MARKET Big Bazar targets higher and upper middle class customers. The large and growing young working population is a preferred customer

segment. Big Bazar specially targets working women and home makers.

SERVICE MIX

Product Assortments• Large number of categories• Brand options• Local brands• Diverse merchandise• Customized

Pricing Strategy• Value Pricing (EDLP)• Promotional Pricing • Low interest financing • Psychological discounting• Differentiated Pricing(Special Event Pricing)• Bundling( offering several products for sale as one combined product)

People• Well trained staff at stores to help people with their purchases• Well-dressed staff improves the overall appearance of store.• Use scenario planning as a tool for quick decision making multiple

counters for payment, staff at store to keep baggage and security guards at every gate, makes for a customer-friendly atmosphere

ProcessBig Bazaar places a lot of importance on the process right from the purchase to the delivery of goods. When customers enter the stores they can add the products they which to purchase in their trolley from the racks. There are multiple counters where bill can be generated for purchases made. Big Bazaar also provides delivery of products over purchases of Rs. 1000.

Physical EvidenceProducts in Big Bazaar are properly stacked in appropriate racks. There are different departments in the store which display similar kind of products. Throughout the store there are boards/written displays put up which help in identifying the location of a product. Moreover boards are put up above the products which give information about the products, its price and offers. Big Bazaar stores are normally ‘U shaped’ and well planned & designed

STORE ATMOSPHERE/PLACE• Multiple clusters/mini bazars• Different sections selling different categories• U-Shaped

PROMOTION & INNOVATIVE IDEAS1. Future Card (3% discount)2. Advertising (print ads, TV ads, Radio)3. Word of mouth4. POP Promotions5. Brand Endorsement by M.S. Dhoni and Asin 6. Exchange Offer7. Weekend Discounts8. Point of purchase promotion9. ‘Junk’ Swap offer- “Exchange anything old for something new”