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

Others Brand @

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