PROMOTIONAL OPPORTUNITY ANALYSIS.

Submitted by:- Group name:- THE YOKES Members:- Darpan Sahil setia Anupam

Godiyal. Ashish

Mathur.

RETAIL INDUSTRY The retail industry emerged in the US in the

eighteenth century  Specialty stores were developed only in

those areas that had a population of above 5,000.

Super markets flourished in the US and Canada with the growth of suburbs after World War II.

MAJOR RETAILERS IN INDIA 

Pantaloon

Tata Group

RPG Group

Reliance

AV Birla Group

BIG BAZAAR

INTRODUCTION

A chain of shopping malls in India owned by Kishore Biyani’s Pantaloon Group.

Provides the best products at the best price.

Reflect the look and feel of Indian bazaars at their modern outlets .

All over India, Big Bazaar attracts a few thousand customers on any regular day.

PRODUCT CATEGORY OF BIG BAZAAR

CHALLENGES Largely urban phenomenon, pace of growth

is still slow.

Not being recognized as an industry in India so availability of finance is low.

New market players.

High cost of real estate.Lack of infrastructure.Protest against retail sector

PROMOTIONAL ACTIVITY

Low prices on Wednesday

Concept of Big Day

Promotional offers –

Khushi Ki Barsaat Happy Father’s Day. Future card. Gift to every 100th customer.

CONT.

SS4D. Exchange Mela Festival offers. Kids show. Time prices. Summer vacation offers. Road shows. Advertising in different media. Print media. F.M Television Hoardings.

SWOT ANALYSIS

OPPORTUNITIES FOR BIG BAZAAR

Big Bazaar ensures that no other kirana store / departmental store are offering considerable discount compared to its own price. This helped Big Bazaar in being the "value for money" store.

Big Bazaar scores high on product mix as compared to kirana store.

Cheap and local products are heavily stocked in Big Bazaar which make it easier to attract lower middle class category of customers.

CONT.

Promotion of kirana is rare event but Big Bazaar used this channel efficiently to establish itself as national brand.

Customer loyalty resulting in high up sell, i.e., selling to existing customers.

TARGET CUSTOMER

Big Bazaar targets higher 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.

SUGGESTIONS

Retailing through internet and web based technology.

They should reduce their price during recession period.

Understand consumer preferences towards global expansion.

RECOMMENDATIONS

Big bazaar should keep offers in regular intervals so that there should not be a long term gap, because offer is the most influencing factor which is responsible for customer purchase decision.

And they also concentrate on T V advertisement they should show ads and promotional offers in a regular interval in three languages like Kannada Hindi English.

Hoarding should be placed uncovered area.