Retail Management

Submitted To: Presented by: Naresh Bangeja

Mrs. Preeti Jog Roll No. 3
Class: BBA (3rd year)
 M

 Type  Hypermarket
 Founded  2001
 Headquarters  Jogeshwari, Mumbai
 Industry  Retail
 Products  Department, Grocery store
 Promoter  Kishore Biyani
 Parent  Pentaloon Retail India Ltd
 Punch line  “Is se sasta aur achha kahin
nahi!”
 Website  www.bigbazzar.com
INTRODUCTION
Big bazaar is a chain of shopping malls in India. Currently, there are 148
big bazaar stores across 80 cities and towns in India. Big Bazaar offers a
wide range of merchandise including fashion and apparels, food products,
general merchandise, furniture, electronics, books, fast food and leisure
and entertainment sections.

Food Bazaar, a supermarket format was incorporated within Big Bazaar in

2002 and is now present within every Big Bazaar as well as in independent
locations.

A typical Big Bazaar is spread across around 50,000 square feet of retail
space. While the larger metropolises have Big Bazaar Family centres
measuring between 75,000 square feet and 1,60,000 square feet, Big
Bazaar Express stores in smaller towns measure around 30,000 square feet.
CONTINUED
Most of the Big Bazaar stores are multi-level and are located in stand-
alone buildings in city centers as well as within shopping malls.

Big Bazaar is part of Future Group and is owned through a

wholly owned subsidiary of Pantaloon Retail India Limited, that is
listed on Indian stock exchanges.

Big Bazaar was launched in September, 2001 with the opening of its
first four stores in Calcutta, Indore, Bangalore and Hyderabad in 22
days.

Big Bazaar wins CNBC Awaaz Consumer Awards for the third
consecutive year. Adjudged the
Most preferred Multi Brand Food & Beverage Chain,
Most Preferred Multi Brand Retail Outlet and
Most Preferred Multi Brand One Stop Shop
CONTINUED
You will get around 1,70,000 products at 6- 60 % discount. At
Big Bazaar,
you will get: A wide range of
Products at 6 – 60 % lower than the corresponding
market price.
RETAILER TYPE
 Big Bazar is a hypermarket combining a supermarket and
a department store.

 The result is an expansive retail facility carrying a wide range of

products under one roof, including full groceries lines and general
merchandise.

 It allows customers to satisfy all their routine shopping needs in one

trip.
CUSTOMER SERVICE
 Limited

 Self Service

 Customization
TARGET MARKET
 Big Bazar targets higher and upper middle class customers

 The large and growing young working population is a preferred

customer segment

 Big Bazar specially targets working women and home makers

PRODUCT ASSORTMENTS
 Large number of categories
 Brand options

 Local brands

 Diverse merchandise

 customized
PRICING STRATEGY
 Value Pricing (EDLP)

 Promotional Pricing
low interest financing
psychological discounting

 Differentiated Pricing(Special Event Pricing)

 Bundling( offering several products for sale as one combined

product)
SERVICE MIX
People
 Well trained staff at stores to help people with their purchases

 Well-dressed staff improves the overall appearance of store.

 Use scenario planning as a tool for quick decision making multiple

counters for payment, staff at store to keep baggage and security
guards at every gate, makes for a customer-friendly atmosphere.
SERVICE MIX
Process
 Big Bazaar places a lot of importance on the process right from the purchase to the
delivery of goods. When customers enter the stores they can add the products they
which to purchase in their trolley from the racks. There are multiple counters where
bill can be generated for purchases made. Big Bazaar also provides delivery of
products over purchases of Rs. 1000.
SERVICE MIX
Physical Evidence
 Products in Big Bazaar are properly stacked in appropriate racks. There are different
departments in the store which display similar kind of products. Throughout the
store there are boards/written displays put up which help in identifying the location
of a product. Moreover boards are put up above the products which give information
about the products, its price and offers. Big Bazaar stores are normally „U shaped‟
and well planned & designed
STORE ATMOSPHERE
 Multiple clusters/mini bazars

 Different sections selling different categories

 U-Shaped
PROMOTION & INNOVATIVE IDEAS
 “Saal ke Sabse Saste 3 din”
 Future Card (3% discount)
 Shakti Card
 Advertising (print ads, TV ads, Radio)
 Word of mouth
 POP Promotions
 Brand Endorsement by M.S. Dhoni and Asin
 Exchange Offer
 Weekend Discounts
 Point of purchase promotion
 „Junk‟ Swap offer- “Exchange anything old for something new”
SOME OF THE KEY OFFERS
 5kg rice + 5kg sugar + 5kg oil for Rs.599/-
 Branded microwave 17litres at Rs.1999/-

 Branded DVD player + Home Theatre at Rs.2999/-

NEW TACTICS
 Guerilla marketing strategies – 3 cheeky ad campaigns which surely
catch one‟s attention
 Taking on the biggies like Shoppers Stop, Lifestyle and TATA‟s
Westside

 “Keep West-aside. Make a smart choice!”

 “Shoppers! Stop. Make a smart choice!”

 “Change your Lifestyle. Make a smart choice!”

LOCATION
 Big Bazar initially identifies future growing areas.

 Acquires such areas at an early stage before the real estate value
booms.

 Selects the low cost Locations

 Big Bazar is located at high traffic area of Vashi Station, Which is

the centre of Navi mumbai

 Big Bazar (Vashi) has been designed in such a way that it should
look crowded.

 It is situated at one of the best locations of the city.

ANALYSIS
 Income wise distribution of customers coming to big
bazaar

 Higher Income Group 5%

 Middle Income Group 50%

 Lower Income Group 20%

 No Income Group 25%

CUSTOMERS PREFERENCE TOWARDS KIRANA STORE
 Yes 85%
 No 15%

 What we can get from this is that?

 kirana store is one of the competitor of big bazaar. It is a threat for
big bazaar as some of the attributes of a kirana store provides more
satisfaction to customers. Big bazaar should try to improve on each of
its attributes and out compete the kirana store so that it can convert
the customers of kirana store to be the customers of big bazaar.
CONCLUSION

 Big bazaar is a major shopping complex for today‟s customers. It is a

place where customers find variety of products at a reasonable price.
Big bazaar has a good reputation of itself in the market. It has
positioned itself in the market as a discounted store. The majority of
customers belong to middle class family. The youth generation also
likes shopping and moving around big bazaar.

 The major drawback of big bazaar is that it lacks in providing

branded products and in quality. The staff service also does not meet
the expectations
THANK YOU