BIG BAZAAR

"Is se sasta aur accha aur kahin

nahi"
 Significant Statistics
• 2 million customers every week
• Over 1 million loyalty card members
• More than 160,000 products are sold
• Big Bazaar stores cover nearly 4 million
sq.feet of space
• Big Bazaar sold over 100,000 pairs of
Jeans and 200,000 shirts in 4 days of
Mahabachat Sale
Some Ads
 Ideas behind Big Bazaar
• Launching of Indian personification of retail –
Environment of a Bazaar, Mandi or Mela
• Value for Money
• Each unit of a commodity is exactly like every other unit
• Providing the Customers Higher Variety of Products
• To use the Model of the Kabadewala to increase sales
• Targeting the periodic buying behavior of Indian
consumers
• Encouraging festival time shopping
• Creating a loyal customer base
• Reaching out to the local people in any given area
• Being constantly in touch with the customers
 Attributes
• Low Prices
• Direct Access to products
• Variety under the same roof
• Organized chaos
• Special offers
• Skilled Staff
• Shopping Experience
• Availability of Region specific products
• Facilities for exchange of old items at a rate higher than
market rates
• Optimal utilization of shopping space
 Attributes
• Classless destination
• Entertaining
• Near a transportation hub
• Within the urban area
• More focus on Merchandise rather than operations
• Tie ins with local retailers
• Discounts provided to loyal customers
• Coupon systems
• Day specific discounts to increase sales
• Regular communication with the customers
 Concepts Developed
• The Great Exchange Offer
Kabadewals concept implemented by offering higher returns in
form of coupons that can be spent on shopping at Big Bazaar
• Wednesday Bazaar
Weekly discounts offered on Wednesday to increase the sales
on a weekday
• Monthly Bachat Bazaar
Low price offers at the start of every month to target customers
who bulk purchase for monthly stocking
• Saal ke sabse saste teen din
To target higher sales at the cost of lower margins
 Concepts Developed for Big
Bazaar
• Mini bazaars within the stores
Set up with the help of local retailers to target specific segments
of audience
• Advertisements in regional languages
Targeting local audiences by use of the regional media for
advertising (newspapers, radio, hoardings, etc)
• Grains section designed such that consumer
can touch and feel the same
• Pamphlets passed along with newspapers to
remain in constant touch with the customers
 Perceptual Map
Pricing: High

Shopping Shopping
Experience: Experience:
Low High

Pricing: Low
 Perceptual Map
Product Mix: High

Stock Stock
Availability: Availability :
Low High

Product Mix: Low

 STDP – Segmentation
• Geographic Geographic
segmentation

Urban Tier 1

• Demographic
Class

Upper middle class Lower middle class

 STDP – Segmentation (contd.)

Psychographic

Interest
Self-expression Life style
•Convenience
•Pleasure •Variety •Simple life
•Variety Seekers •Value for money •Average spending
•experience
 STDP – Targeting
• 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
• People looking for products offering value for money
• People who prefer to complete their shopping under one
roof
 STDP – Differentiation
• Product Differentiation

• Price differentiation

• Place differentiation

• Promotion differentiation
 STDP – Positioning
• Value for money

• Variety and availability of brands against

prices.

• Experience against price

• One stop shopping

THANK YOU