Download - Ppt Big Bazaar
Marketing Mix OfBig Bazaar
By
Mohd Alam
Ahmad Ashraf
Akansha Mohi
Md. Azad Alam
BIG BAZAAR “IS SE SASTA AUR ACHHA KAHIN Nahi
Type: Hyper marketoutlet: 120,located in IndiaParent group: Future group, Pantaloon RetailFounded: 2001Headquarter: Jogeshwari, Mumbai Promoter: Kishore BiyaniIndustry: RetailPunch line: “Is se sasta aur achha kahin nahi”
Website: www.bigbazaar.com
VISION
TO DELIVER EVERYTHING,EVERYWHERE,EVERYTIME,TO EVERY INDIAN CUSTOMER IN THE MOST
PROFITABLE MANNER
THE STRATEGY BEHIND BIG BAZAAR
Saving is the key to Indian middle class consumer.
The concept of Bazaar; as the store offers large mix of products at discounted price, the name “Big Bazaar”
was finalized
Marketing mix
The process of marketing involves many interrelated activities broadly called the Marketing mix.
The basic elements of Marketing are:
Product
Price
Place
Promotion
Marketing Strategy of Big Bazaar
Activities Target Marketing MixTie up with IPL sports lover Promotion
Networking through Internet All loyal customers and other users E-Marketing
Women forum women Promotion
Adhar rural centric market 720 ml consumer across 62700 villages Place
Improving quality of product All customers Product
Interior decorator Specific customers People
Customer segmentation
• Big bazaar targets higher and upper middle class customer.
• The large and young working population is a preferred customer segment.
• Big bazaar specially targets working women.
7 P’s of Big Bazaar
7 P Analysis of Big Bazaar
Product
Big Bazaar offers a wide range of products which range from apparels, food, farm products, furniture, child care, toys, etc. Products of all the major brands are available at Big Bazaar.
Also, there are many in house brands promoted by Big Bazaar. Big Bazaar sold over 300,000 pairs of jeans, 50,000
DVD-players and 25,000 microwave-ovens. In all, the fashion, electronics and travel segments made up about 70% of sales. Last year, these categories made up only
about 60%.
Apparels Food Chill station
Denim & t-shirts Staples Soft drinks
Formal wear Ready to eat Packaged juices
Casual wear Ready to cook Milk items
Party wear International food
Frozen foods
Sarees Spices Ice creams
Night wear Tea and coffees
undergarments
Farm products
Electonic bazaar
Furniture bazaar
personal care
fruits Tv sets Living room Shampoos
Vegetables Washing machine
Bedrooms Soaps
Dairy products
Refrigerator
Kitchen Creams
Imported fruits
Micro waves
Dining rooms
Home cleaners
Laptops Paintings Deodrants
A.C. Detergents
Child cares &toys
Fashion and jewellery
Others services
Kids wear Beauty care Bakery
Toy bazaar Foot wear bazaar
Mr.right
Stationary Star parivar Tulsi
Child care
Pricing• The tag-line is “isse sasta aur accha aur kahin nahi”. They work on the
model of economics of scale. There pricing objective is to get “Maximum Market Share”. The various techniques used at Big Bazaar are: -
• Value Pricing (EDLP - Every Day Low Pricing): Big Bazaar promises consumers the lowest available price without coupon clipping, waiting for discount promotions, or comparison shopping.
• Promotional Pricing: Big Bazaar offers financing at low interest rate. The concept of psychological discounting (Rs. 99, Rs. 49, etc.) is used as promotional tool. Big Bazaar also caters on Special Event Pricing (Close to Diwali and Durga Pooja).
• Differentiated Pricing: Time pricing, i.e., difference in rate based on peak and non-peak hours or days of shopping is also a pricing technique used in Indian retail, which is aggressively used by Big Bazaar.
Psychological Pricing
Value and time pricing
Place
Number of outlets – 120.
Located in main city – tier I& tier city II.
Area 10,000 sq ft – 1,20,00 sq ft.
High street area of city.
Approachable destinations.
Distribution channel
Promotion Big Bazaar started many new and innovative cross-sell and up-sell strategies in
Indian retail market. The various promotion techniques used at Big Bazaar include “saal ke sabse saste teen din”, Future Card (the card offers 3% discount), Shakti Card, Wednesday bazaar.etc,.
Brand Endorsement by M. S. Dhoni, Exchange Offer - ‘Junk Swap Offer’, Point-of-Purchase Promotions.
Advertising has played a crucial role in building of the brand. Big Bazaar advertisements are seen in print media, TV, Radio (FM) and road-side bill-boards
People • They are one of the key assets for any organization. The salient
features of staff of Big Bazaar are: -• · Well-trained staff, the staff employed by Big-Bazaar are well-suited
for modern retail.• · Well-dressed staff improves the overall appearance of store.• · Employees are motivated to think out-of-the-box. Retail sector is in
growth stage, so staff is empowered to take innovative steps.• · Employs close to 10,000 people and recruits nearly 500 people
every month.• · Use of technology like scenario planning for decision making.• · Multiple counters for payment, staff at store to keep baggage and
security guards at every gate, makes for a customer-friendly atmosphere
Well trained staff; Appearance; Empowered individual; Encouraged to think out of boxExample- Ved Prakash Araya (Chief Operating) officer, Sanjib Agrawal(Head Marketing)
process
Process
• The goods’ dispatch and purchasing area has certain salient features which include: -
• · Multiple counters with trolleys to carry the items purchased.
• · Proper display / posters of the place like (DAL, SOAP, etc.).
• · Home delivery counters also started at many places.
Physical Evidence
It deals with the final deliverable or the display of written facts. This includes the current system and available facilities.
Physical Evidence contd.
porter’s five force model
1. Our competitors 2.Threats of entrants
3.Threats of substitutes
4.Bargaining power of buyers
5.Bargaining power of suppliers
Relience retail,aditya birla group,vishal retail,Bharti &walmartInternational players looking to foray indiaDomestic conglomerates looking o retail chainsUnorganized retail
Consumer are price sensitiveAvailability of more choices
The unorganized sector have dominant position