9/10/2011

Big
Team
9/10/2011 2
What is Retailing
The term "Retailing
refers to any activity
that involves a sale
to an individual
customer.
Retailing is the
interface between
the producer and
the individual
consumer buying for
personal
consumption.
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Size of ndian Retail
Size 2008 2010 Percentage
Change
Estimated size oI retail in India (in
$bn)
353 416 18
Share oI organized retail () in India 7 12 71
Size oI organized retail in India (in
Rs)
78,300 Cr 2,30,000 Cr 194
Source: http://www.indiaretailing.com/india-retail-report.asp
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4
Kuber
complex
Varanasi
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-out Big Bazaar Hyper mart
Chain of development store in India
:t let 104 o:t lets
Located in India
Parent gro:p F:t:re gro:p
wner Kishore Biyani (CE)
Fo:nded 2001
Head q:arter Jogeswari , M:mbai
Ind:stry Retail
website www.bigbazar.com
Tag line Is se sasta a:r achha kahin nahi.
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6
Porter's five force model
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Analysis
Forces nalysis
Rivalry among the competitor Reliance Retail, Aditya Birla Gro:p , Vishal Retail`s,
Bharti and Walmart, etc
Threat oI entrants
FDI policy not Iavorable Ior international players.
Domestic conglomerates looking to start retail chains.
International players looking to Ioray India.
Bargaining power oI s:pplier The bargaining power oI s:ppliers varies depending
:pon the target segment.
The :norganised sector has a dominant position.
There are Iew players who have a slight edge over
others on acco:nt oI being established players and
enjoying brand distinction.
Bargaining power oI b:yers Cons:mers are price sensitive..
Availability oI more choice.
Threat oI s:bstit:tes
Unorganized retail
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Customer Segmentation
Big Bazaar targets higher and :pper middle
class c:stomers.
The large and growing yo:ng working
pop:lation is a preIerred c:stomer segment.
Big Bazaar speciIically targets working
women and home makers who are the primary
decision makers.
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Life cycle of Big Bazaar
S
A
L
E
S
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10
M
A
8
k
L
1
C
8
C
W
1
P
MarkeL Share
Plgh
L
C
W
P
l
C
P
Low
Big Bazaar At BCG Matrix
M
A
8
k
L
1
C
8
C
W
1
P
P
l
C
P
L
C
W
M
A
8
k
L
1
C
8
C
W
1
P
P
l
C
P
Low
L
C
W
M
A
8
k
L
1
C
8
C
W
1
P
P
l
C
P
Plgh Low
L
C
W
M
A
8
k
L
1
C
8
C
W
1
P
P
l
C
P
MarkeL Share
Plgh Low
L
C
W
M
A
8
k
L
1
C
8
C
W
1
P
P
l
C
P
Plgh
MarkeL Share
Plgh Low
MarkeL Share
Plgh
M
A
8
k
L
1
C
8
C
W
1
P
Low
MarkeL Share
Plgh
L
C
W
M
A
8
k
L
1
C
8
C
W
1
P
Low
MarkeL Share
Plgh
P
l
C
P
L
C
W
M
A
8
k
L
1
C
8
C
W
1
P
Low
MarkeL Share
Plgh
MarkeL Share
Plgh Low
MarkeL Share
Plgh
M
A
8
k
L
1
C
8
C
W
1
P
Low
MarkeL Share
Plgh
L
C
W
M
A
8
k
L
1
C
8
C
W
1
P
Low Plgh
P
l
C
P
L
C
W
M
A
8
k
L
1
C
8
C
W
1
P
Low Plgh
P
l
C
P
L
C
W
M
A
8
k
L
1
C
8
C
W
1
P
Low Plgh
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PhysicaI
Evidence
PeopIe
PIace Promotion
Price
Product
Process
7 P
Marketing Mix
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12
1.Product Mix
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Product Mix Cont..
ELECTRONCS
BAZAAR
% 1elevlslon seLs
% Washlng Machlnes
% 8efrlgeraLor
% 9ersonal Care
% azaar
% Mlcrowaves
% Sall Appllances
% LapLops
% CopuLer
Accessorles
% klLchen Appllances
FASHON &
JEWELLERY
looLwear azaar
eauLy Care
navara
SLar 9arlvar
Meena lndre
FURNTURE
BAZAAR
Llvlng 8oo
ed 8oo
klLchen
ulnnlng 8oos
klds 8oo
een ags
9alnLlngs
uecoraLlve lLes
CHLD CARE &
TOYS
klds Wear
1oy azaar
SLaLlonary
Chlld Care
OTHER SERVCES
Mr rlghL
akery
LooL MarL
1ulsl
luLure Money
luLure Cenerally
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2.Pricing
Val:e pricing
Promotional pricing
Low interest Iinancing
Psychological disco:nting
Special event pricing
DiIIerentiated Pricing
Time pricing
B:ndling
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Psychological pricing
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16
Time pricing Val:e Pricing
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Bundling
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3.Place
BG BAZAR
NDA
Number of out let-
104;
Located at main
city-tier & tier city-;
Area-10,000sq ft-
120000 sqft;
High street area of
city; &
Approachable
destination.
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4.Promotion
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PROMOTON
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5.People
Well trained staII;
Appearance;
Empowered individ:al;
Enco:raged to think o:t oI box; &
Example- Ved Prakash Araya
(ChieI perating) oIIicer, Sanjib
Agrawal(Head Marketing)
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6.Physical Evidence
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7.Process
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24
Positioning
Plgh
servlce
low
servlce
Low prlce
Plgh
prlce
Organization value and customer
value
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G:errilla marketing strategy
Future strategy of Big Bazaar
9/10/2011 27
Big Bazaar
Express
(<40000 sq.ft)
Standard
Big Bazaar
(40000 to 80000sq.
Ft)
ig azaar
Supercentres
(<75000 sq ft)
n JV with
Foreign Partner
Big Bazaar
Front end
operation
Back-end
Operation
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MarkeLlng sLraLegy
ctivities Target Marketing Mix
Big wish ll the population Process
Ba-y registry and marriage registry Married couple, waiting for marriage Promotion
Women forum Women Pu-lic relation
Interior decorator and dress designer
will -e appoint in all the store
Those customer who are very specific
a-out their decision.
People
Networking through internet ll loyal customer, other net user . E-marketing
Religion Corner ll the aesthetic people Product Mix
dhar - Rural Centric Market 720 million consumer across 627000
villages.
Place
Tie up with IPL Sports lover Promotion
Improving Quality of product Prevailing as well as Prospect customer Product
9/10/2011 29
Thank You