Index

Sr. No. Topic Page Number

 Executive summary
1. 1.1 Introduction to Big Bazaar

2. Research Methodology
 Objectives
 Type of Research
 Sampling Method
 Data collection
 Sample Size
 Data Collection tool
 Limitations

3. Literature review
4. 4.1 Company Profile
4.2 Meaning and Importance of Marketing mix
4.3 Marketing mix of Big Bazaar
4.4 Marketing Strategies adopted by Big Bazaar
4.5 Consumer Satisfaction
4.6 Expectations and Consumer Satisfaction
4.7 SWOT Analysis
4.8 Product and Brand Management
4.9 STP( Segmentation, Targeting ,Positioning)
4.10 Integrated Marketing Communication
4.11 Loyalty program of Big Bazaar
4.12 Competitors of Big Bazaar
4.13 Strategies for Growth and Beat the
Compitators market
5. Data analysis and interpretation
 Survey results
6. Findings, Suggestion and Conclusion.

 APPENDIX

 BIBLIOGRAPHY
 CHAPTER-1
INTRODUCTION TO BIG BAZAAR

"What is important in our journey is not the number of stores, but the customers' faith in us. It's
the India and the Indians, which have helped us, reach this feat in such a short time span and
today our country is creating a history in the World organized Retail."

-RajanMalhotra, President, Strategy & Convergence, Big Bazaar, in 2008. , in 2010

“Jo Bazaar me milta he Vo YahabhiMilta he” Kishore Biyani, CEO Future value retail (Big Bazaar
belongs to Future Group).

Big Bazaar is a chain of hypermarket in India. As of June 2, 2014 there are 214 stores across 90
cities and towns in India covering around 16 million sq. ft. of retail space. BigBazaar is designed
as an agglomeration of bazaars or Indian markets with clusters offering a wide range of
merchandise including fashion and apparels, food products, general merchandise, furniture,
electronics, books, fast food and leisure and entertainment sections.
BIG BAZAAR is a name renowned in Retail. It is now a brand image in private retail sector. Wal-
Mart is the retail stores of USA and is known all over the world for its fashionable and affordable
materials and is known as one of the best in its field, big bazaar can be said as the Wal-Mart of
India running a chain of more than 100 retail stores in India.

People around the country thinks that big bazaar is inspired from Wal-Mart and it is quite
obvious to think as Wal-Mart is world leading chain of retail shopping but actually the idea of big
bazaar came to the CEO Kishore Biyani from a 25 years old store “Saravana” which was owned
by a family and worked on the philosophy of “low margin high turnover”.

Following its slogan of “issesasta or achhakahinnahi”(Meaning cannot find cheaper and better
than this anywhere) it provides the consumer with the best of the materials at a rate less than
rest of the market.

Big bazaar is the subsidiary of Future Group, Pantaloons Retail India Ltd. The brain behind big
bazaar is the CEO of Future Group Mr. Kishore Biyani.

Future group is has various brands like Pantaloons, F123, Copper Chimney, Etam, Staples, One
Mobile, Urbana, Brand Factory, Loot Mart, Hometown and Central. Big bazaar covers all parts of
India including the metro cities Kolkata, Delhi, Chennai, and Mumbai.

Big bazaar started with its first store in Kolkata, west Bengal in 2001 and now owns more than
100 stores all over India making itself the fastest growing retail chain in India andleaving all its
competitors behind.
 RESEARCH METHODOLOGY
Research Methodology is an essential part of every report. The field study was conducted
to understand the consumer preference and strategies of Big Bazaar. Research
methodology is the scientific way to solve research problems.

 OBJECTIVES
1. To understanding the buying behaviour at Big Bazaar with regards to age group,
gender, product section at B.B
2. To analyze how active Big Bazaar’s Marketing Strategies.
3. To understand the attitudes and perception of respondents towards Big Bazaar products

4. To get an overview of the company- Big Bazaar

5. To know about marketing mix of Big Bazaar

6. To understand how they attract customers in buying decision of product

 Type of research

The type of research is descriptive. Descriptive research is used to describe characteristic of

population for phenomena on being studied. It does not answer questions about how/when/why
the charactertics occurred.

 Sampling method
The method used in sampling method is convenience sampling. Convenience sampling is
one of the main type of non-probability Sampling. A convenience sampling is made up of
people who are easy to reach.

 Data collection

The goal for all data collection is to capture quality evidence that then translates to rich data
analysis and allows the building of a convincing and credible answer to questions that have
been posed.

 Primary Data
Primary data was collected from various people and their opinion and information for the
specific purposes of study helped to run the analysis. In essence, the questions asked were
tailored to elicit the data that will help for study. The data was collected through
questionnaire to understand their experience and preference towards their loyal company.

 Secondary Data

To make primary data collection more specific, secondary data will help to make it more
useful. It helps to improve the understanding of the problem. Secondary data was collected
from various sources such as different business websites and published papers.

 Sample Size
 A sample would be selected on convenience basis
 The sample size of 50 respondents were taken in Mumbai, India

 Data Collection tools

The Data collection tool was structured questions. Close ended questions were taken that
limits respondents with a list of answer choices from which they must choose answer
question.

 Limitations

 Geographical scope of study was limited to a small area which may not respresent
the whole sector in India.
 Size of the sample is 50 which of course small in comparison to entire population.
 Due to limitation of time only few people were selected for the study. So the
sample of consumers was not enough to generalize the finding of study.
 There can be many interpretations and explanations to the data collected this is
empirical study and the research provides the explanation as understood by the
researcher only.
 CHAPTER 2
REVIEW OF LITERATURE
For the survey of existing literature, the research papers published in Journals, Reference
books, Magazine, internet, government report etc were referred. The observation and
findings presented in this section are based on this literature review.
Feinberg, Sheffler, Meoli and Rummel (1989) considered the social stimulation
provided by malls, finding that the mall served as an outlet for social behavior. Further
examination of this issue was made by Lotz, Eastlick and Shim (2000), who studied the
similarities and differences between mall entertainment seekers and mall shoppers. Their
results supported hypotheses that there are different motivations for individuals who visit
a mall for entertainment activities versus those who visit for shopping purposes.
Roy (1994) in his study considered several characteristics of shoppers - such as
functional shopping motivation, deal proneness, recreational shopping motivation, age,
income and family size, to be a significant influence on mall shopping frequency.
Burns and Warren (1995) opined that since the store mix and product offerings of many
regional shopping malls are very similar, often the primary discriminator between many
of these centers is merely location. Making the choice to shop at a regional shopping mall
other than the one nearest to one‟s place of residence, therefore, does not appear to be a
logical choice in many instances. Such behaviour, however, appears to be relatively
common. It would appear; therefore, that regional shopping mall choice may not always
be based solely on the offerings and location of the available shopping alternatives
Jackson (1996) in his study observed that malls have become the place where senior
citizens walk in comfort and security, where parents lead their young to Santa Clauses,
where singles court, where teenagers socialize and where everybody consumes. Indeed a
new term, “Mall Rats” has been coined to describe the legions of young people who
spend their free time cruising indoor corridors. This proliferation of uses and of
customers has led to the frequent observation that regional malls are the new downtowns,
the centers of informal social interactions, the successors to the traditional marketplace.
J.A.F. Nicholls (1997) in his article has mention about the situational dimensions
affecting purchasing behavior of Hispanic customers in a mall at some distance from
their neighborhoods. The Hispanic shopper (which would also include a large segment of
immigrants) makes the (shopping) trip worthwhile by traveling with companions,
consummating a purchase while at the mall, and buying food or beverage during the visit.
The Hispanic shopper also spends more time at the mall and visits more stores while
there.
Pashigian and Gould (1998) stated that consumers are attracted to malls because of the
presence of well-known anchors - department stores with recognized names. Anchors
generate mall traffic that indirectly increases the sales of lesser-known mall stores.
Lesser-known stores can free ride off of the reputations of better-known stores. Mall
developers internalize these externalities by offering rent subsidies to anchors and by
charging rent premiums to other mall tenants. The results of this article suggested that
mall developers are behaving rationally because they know that anchors attract customers
to the mall and increase the sales of other mall stores.
Kay M. Palan (2000) in his paper outlined gender identity, of consumer behavior studies
in the marketing literature that have examined gender identity. Based on the literature
review, the paper evaluates whether gender identity research is still warranted, and
proposes specific research questions to guide future research. The author is of the view
that it is very essential to understand the complex and changeable nature of personality
traits associated with gender categories.
Nikhilesh Dholakia & Piyush Kumar Sinha (2005) Customers tend to come to the
stores with a choice set. This set varies according to the extent of planning that the
customer undertakes before reaching the store. With more planning, this choice set
narrows. While buying from the traditional format (serviced) stores, the customers carry
lists. These lists, in many cases, mention the brand name of the product. Generally, the
retailer simply fetches the sought brands and collects them on the counter, ready for
tallying and payment. In the very affluent families, these patterns exhibit variations.
Rather than the husband, the cart pusher may be the maid or the driver (chauffer). Of
course, in such cases, almost all the picking and paying is done by "madam," the
housewife-employer. While not yet much evident in Ahmedabad, in bigger metropolitan
areas such as Delhi or Mumbai, there are some observed cases of maids coming to shop
on their own, using lists provided by the employer. To command appropriate respect
from the store help, the maids "dress up" in such situations.
There has not been significant effort by research scholars and marketers to study the
consumer behavior pattern in Malls and to differentiate the same with behavior pattern in
traditional Mom-&-Pop shops. If the research has been conducted it is not being made
available to the other researchers.
Surbhi Khosla (2006) in her article briefly discussed about the retail sector in India and
its journey. The article mentions in the chronological order the evolution of different
retail formats in India and also major retailers in different formats. The article also
discussed the recent trends in the formats and future scope of the different formats of
retailing.
Prakash Chandra Dash (2007) studied and explodes the opportunities, challenges and
strategies of Indian retail sectors. The paper discusses the challenges like merchandising
mix, retail differentiation, supply chain management and also competition from supplier's
brand in the Indian perspective.
Sonal Kureshi, Vandana Sood, Abraham Koshy (2007) conducted a research study on
“Comprehensive Analysis of Exclusive Brand Store Customer in Indian Market”. The
objective of the research was (a) to provide insight about the profile of the consumers of
exclusive brand store, based on their demographic and psychographic characteristics (b)
to find out differences if any between the „Browser‟ and „Purposive‟ customers and (c)
to examine the differences that emerge and draw implications for the retailer.
Piyush Kumar Sinha & Sanjay Kumar (2007) conducted research study to identify and
classify the different formats of retailing in India. The study classifies the different
formats of retailing in different categories and also explains the growth of each category
and motivation of retailers to expand into specific category. Some of the findings of the
study include: Most of the organized retailers in India are harping on quality, service,
convenience, satisfaction and assured benefits to lure shoppers into the store. Retailers
are not creating value for the consumer and also unable to decide suitable vehicle to
deliver desired consumer value. No doubt that retail format is one of the vehicles to
deliver value proposition and also it helps to position the store in the mind of target
shoppers.
Asif Zameer (2007) in his paper has discussed MALL MANAGEMENT and has
concluded that Mall Management has emerged as the single most differentiating factor in
today‟s scenario where the numbers of malls are multiplying. The need of the malls to
differentiate themselves is a sure way of emerging winner and this positioning is ensured
through mall-management. Mall-management is all about differentiating mall from the
rest, getting maximum footfalls, converting the footfalls to purchase and keeping the
footfalls and the tenants happy and satisfied.
A M Sakkthivel (2007) conducted a study on “Strategic Placement of Organized Retail
Formats in Potential Markets - A Critical Analysis” the study covered different retail
formats and their locations for reaching the target market. The study concluded that the
majority of the new retail formats are concentrated in tier 1 cities; the new retail formats
are increasingly expanding their operations in tier 2 and smaller cities also.
Categorization of potential markets and mapping of the retail formats are key success
factors for the organized retail formats in India.
S. Ramesh Kumar, Rajeev Ravi, Jeevish Jain (2007) study and explored the
relationship between Point of Purchase and Shopping Behavior in An Emerging Market-
The Indian Context. The author concluded that Point of Purchase (POP) materials are
used both by kirana shops and by organized supermarket retail outlets. This study
investigates the impact of POP materials on kirana shop purchases and the purchases of
consumers from supermarkets. The author feels that POP material has large impact on the
purchase of FMCG purchases. Also the POP material makes consumer try the product
and increases the consideration set of the consumers.
Subhashini Kaul (Ms.) & Abhishek (2007) in their paper titled “Consumerism and
Mindless Consumption Sustaining the New Age Urban Indian‟s Identity.” highlighted
the critical factors that contribute to a negative impact on consumer identity. Key factors
impacting the „New Age‟ Urban Indian‟s identity were discussed in the paper and
mechanisms suggested at business firm levels to sustain and arrest this damage. Paper
identified that multiple social identities are a reality. In the new millennium, every
consumer has to realize her multiple role(s) and the roles‟ salience in an integrated
manner.
Nidhi Katare (2007) attempted to look at the structure of Retail Marketing in India.
According to her retail marketing is most dynamic and exciting areas of growth in global
economy. The author suggest that to beat the competition, stand out in a saturated
marketplace and succeed despite tightening margins, savvy retailers has to focus on
customer-centric service, personalization and loyalty programs to attract and retain
customers.
Ms. Shelja Jose Kuruvilla (2007) in his article titled “Malls vs. Kiranas- Challenges and
Strategic options” he has studied that the size of retail industry in India is about $350
billion and is expected to grow at 13% p.a. Organized retailing is only 2-3% at present,
but it is projected to grow at more than 30% p.a. and it is also estimated to reach an
astounding INR 1000 billion by 2010. Rising income level, young population with high
disposable income, availability of brands and merchandise, media proliferation, the
impact of globalization, saturation in international markets, positive indicators of the
economy and the changing mindset of the consumers are the major drivers quoted behind
this retail boom, but what about the Kiranas. With the help of a consumer study, this
paper attempts to understand patterns & reasons for switching shopping habits, an
attempt is also made to suggest options available to develop and strengthen competencies
to enable them to survive and flourish in the coming decades
C S Venkata Ratnam (2007) have detailed changing consumer behavior in retail trade in
India in his paper entitled “Changing Consumer Behavior and Emerging Challenges to
the Retail Trade In India” The author has highlighted that sustained and rapid growth of
China and India, which together provide home to over a fifth of the humanity, are
creating a tremendous surge in consumerism on a scale which is unprecedented. Both the
countries are attractive destinations for investment and production as well as sales and
marketing.
Sanjev Verma (2007) studied Consumer Preferences for Retail Store Selection in
Mumbai. The study was undertaken to understand the factors affecting consumer
preferences for retail store selection and developing marketing strategies towards meeting
the needs and wants of consumers. This study examines the linkage between consumer
preferences and the importance of some salient store attributes.
Roopampreet Kaur, Gagandeep Banga, Babita Kumar, Sandeep Kapur, S.K. Singla
(2008) in his paper titled “Visual Merchandise and Store Design Strategies of Specialty
Retail Stores” In this study the author has studied visual merchandise and store design
strategies followed by Specialty Retail Stores. Specialty apparel stores from Ludhiana
and Chandigarh were selected for the survey. Twenty specialty apparel stores were
selected on judgment basis, ten from each city. The author found that Colour and season
is the main theme of the display window design but the display window is not changed
frequently. Lighting is mainly used for illumination rather than for creating an
atmosphere conducive for buying.
Abhishek Anand (2008) in his case study titled “Formats vs. feeling (organized vs. Mom
& Pop Stores) observed the process and functioning of the both organized and
unorganized retailing. The organized retailers have been trying to improve the customer
relationship by emulating Mom and Pop Stores. The stores intentionally make the setting
of a wholesale market than a sophisticated shop. The retailers need to give their
customers a more personalized shopping experience. The retailers should continue to
benefit from the cost advantage and the variety they offer to the customers. The extent of
effect will be decided by the strategies of the organized retailers and Mom and Pop stores
in the coming future. But in the battle between Retail stores and Mom and Pop stores the
customers are definitely going to benefit.
Kavita Sharma (2008) attempted to look at Shoplifting in Malls in Ahmedabad in her
paper titled “Shoplifting. A biggest challenge for retailers.” The paper discusses the types
of shoplifters. Why people shoplift & also some of the Shoplifting techniques. The article
also suggests some of the measures for retailers like training and educating the employees
and raising Physical security measures to raise the deterrence level.
Shelja Jose Kuruvilla (2008) in his case study has briefly touched on HR practices in
Malls in Mumbai. The Author has suggested that Malls in India literally have a blank
sheet of paper on which to create a new HR function. In order to design this new
function, it will be important to understand what is critical to the successful operation of a
mall and use this information to the mall's approach to HR. This case study was
constructed by author based on interviews with practicing mall managers, retailers and
secondary data , tries to understand the challenges faced by mall management in fulfilling
the HR function when areas as cleaning and security have been contracted out.
Manoj K Trivedi (2008) in his paper entitled “From Traditional Markets to Shopping
Malls. A paradigm shift” holds the view regarding of the fast approaching retail boom
scenario that it is likely to happen sooner than later. The author discussed the impact of
the same on the Indian Traditional retail outlets with its likely positive and negative
impact. The author concludes that where the organized sector poses a cutthroat
competition for the kiranas the fact still remains that India being a country with
diversified social classes there is a scope for both to survive. The emergence of a
developed retail sector will pose a competition rather than a threat to the traditional stores
which would help these stores change their outlook and ways of working.
in his paper entitled “Understanding Retail Sector in India: A Journey from Ancient to
Modern Era” has highlighted the different formats of retailing in India and also narrated
the recent Gursharan Singh Kainth & Mr. Divakar Joshi (2008) studied the
Perception of Customer & Retailers towards Malls in Jaladhar in Punjab. The study was
undertaken to learn about people‟s knowledge, beliefs, preferences & satisfaction. The
locale of the study was The Malls in Jalandhar region of Punjab. The sampling method
used is non-probability convenience sampling. A sample of 200 customers‟ and 50
retailers was selected through convenience random sampling.
Surbhi Khosla (2009) trends in retailing in India. The author holds the view regarding
the large formats retail outlets that the entertainment factor being very high have a more
chance of being successful than the other formats and outlets.
Ajay D Shah (2009) in the PhD thesis titled “Consumer behavior towards shopping
malls vis-à-vis Mom and Pop shops” done research in western India especially cities of
Gujarat. In his research he examines the experience of consumers towards shopping malls
against Local stores.
Lalitya Vir Srivastava (2009) conducted a joint study with ASSOCHAM to identify the
opportunity for the retail outlets at the shopping Malls. The study highlighted major
advantages to retail outlets to be setup in the shopping malls and also the strategies and
tactics being adopted by the mall developers to attract the retail stores.
L. Dhamayanthi & S. Pradeep Kumar (2009) indicated the importance of allowing
FDI in Retailing. The paper has high lightened the factors for not allowing the FDI in
retail sector but at the same time has quoted the example of China which was able to
achieve the great result by allowing 100% FDI in the sector. The paper discusses India‟s
current position in the sector and implication if the sector is opened for FDI. The paper
concludes with strong argument that FDI should be allowed in the Retail.
Amit Singla & Anil Kumar Goyal (2009) provided excellent description on the Indian
retails Industry in their paper entitled “The Retail Industry: From Myth to Malls.” The
paper discusses in detail the Growth Drivers for retail industry, Investment Opportunities
in different sectors of retailing with High Growth Potential and Fastest Growing Formats.
After analyzing the retail industry, author concluded that the organized retail has
opportunities to grow in India in spite of the kirana stores. The organized retail is
attracting more and more Indian as well as foreign players of the retail industry. As the
study shows that a major portion of the organized retail will be developed in small cities
and towns, this opportunity has not been encased by kirana stores and they are unable to
meet the requirements of the customers.
Rupesh Kumar Tiwari, Anish Abraham(2010) studied in there paper entitled
“Understanding the consumer behavior towards shopping malls in Raipur city” the
consumer behavior towards shopping malls, with reference to Raipur city. The paper also
examines the Mall developers, managers, marketers and operators with the perfect blend
of necessary acume in terms of various shopping dimensions required to offer the
targeted customers so as to operationalize the mall with utmost productivity and
performance.
Hemant Syal (2011) research paper titled “Retailing in India: Future Perspective”
published in IJRFM Volume 1, Issue 8 (December 2011). The paper paints a verbal
picture of the impending retail boom likely to happen sooner. The signs are all over the
place. For few years foreign retailers will have the role of facilitator for to standardize the
agribusiness and to unify customer‟s preference across the country. The competition will
help to increase the quality of service of the existing local retailers and greater customer
satisfaction in Indian society. Concept of selfemployment will vanish and sustainable
small industries will be roped with the big chains. Paper gives a glimpse of the slow
evolution of retail market over the years.
Satyendra Bhardwarj, Rajeev sharma and Jyoti Agarwal(2011) studied in there paper
titled “Perceptions of consumers towards shopping mall: A case study with reference to
Aligarh and Mathura city” information about Customer satisfaction level with the
Shopping Malls in India. There have been a great successful brand both national as well
as foreign brands and again it has been realize that brands are sustaining power to stay in
the competitions.
Mrs. Sudha Vemaraju (2011) studied in the background of changing retail trends,
understanding customers perceptions, building relationship and retaining customers have
identified as major source of competitive advantage. So the present paper attempts to
bring critical areas in retailing:
1. Customers perceptions
2. CRM
3. Changing waves in retailing
Arpita Khare(2011) studied in her paper titled “Influence of hedonic and utilitarian
values in determining attitude towards malls: A case of Indian small consumers” the
influence of hedonic and utilitarian shopping values on consumers attitudes towards
malls in the smaller cities of India. Emotional and rational shopping motives are
supposed to govern the consumer‟s attitude towards malls. The research was conducted
in five mini-metropolitan cities in Northern India (n=325). ANOVA and multiple
regression tests were administered to analyze the data. The results show that the hedonic
and utilitarian values of small city consumers influenced their attitude towards malls.
Results also showed the influence of age in consumer‟s attitudes towards mall attributes
Deepika Jhamb and Dr(Ms) Ravi Kiran (2012) in there paper tries to understand the
improvement in retail sector in India, especially the modern retail formats, its attribute,
type of goods and impact of consumers demography on choice of emerging retail format.
The present research examines the emergence of modern retail formats in India. The
major emphasizes of the study is on consumers preferences of shopping goods and
convenience goods from modern retail formats. The findings of the paper reveal that
consumers prefer modern retail formats due to quality, variety of brands, parking facility,
trained sales personnel and for security purpose. Consumers‟ prefer malls and specialty
store to purchase various shopping goods like clothing, Footwear and Jewellery more as
compared to convenience goods. The paper further explores that higher income
consumers and younger generation visit modern retail formats more as compared to older
once with low income.
Sangita Mohanty (2012) studied in her paper titled “Drivers of retail shopping: An
Exploratory study” consumers attitude towards nearby market, big bazaars and shopping
malls and to analyze the related reasons age wise, education wise and income wise. The
basic purpose is to find out the reasons of patronizing a store gender wise and to unfold
the consumer‟s preference to shopping malls.
Gangadharaiah D.N, H.N. Ramesh and Y.N.Nagaraju (2012) studied in the paper
titled “Retailing behavior of rural and urban consumers towards organized and
unorganized Retail outlets”. There is a difference between rural and urban retailing
behavior towards traditional outlet. Buying variations between male and female
customers and also different bung among married and unmarried customers 39.3 and 26.8
percent of rural and urban customer preferred quality and varieties of products
respectively. Most rural responders purchase their necessaries at once in a month. most of
the urban respondents purchase once in a week. Most of the urban respondents use debit
cards for purchasing. But most of the rural pay cash for purchase.
Kavita Kanabar(2012) in her paper entitled “Change in consumer behavior in Surat with
introduction of Mall”. Modern organized retail has forayed into Surat, as is evident in
supermarkets and multi-storied malls that offer shopping, entertainment and provision for
eating under one roof. The study finds that primarily in the malls for shopping,
consumers prefer eating at food-courts, window shopping and entertainment in the form
of movies at multiplexes or video game parlors. They also attend events, promotions,
competitions and product launches that are organized in the malls and spend their leisure
time with family and friends. Over the period, the mall culture has gained acceptance and
consumers are repeating their visits for successive purchases marked by the increase of
regular users at malls.
Anil N. Barbole and Varsha Borade (2012) studied the impact of a customer buying
attitude on various grocery products in supermarkets. The growing competition among
the retailers and the increased customer dissatisfaction among customer are reasons for
the grocery retailers strive to know their customers. The different shopping patterns are
owing to varied customer tastes and environment.
Sandhe Ashutosh A. and Pandya Amit R (2012) studied purchasing intention of the
people of Vadodara city towards two products categories i.e. high involvement and low
involvement. Further, a study of the effect of this involvement on payment mechanism
and shopping situation is also analyzed and found out.
Poonam Kamboj (2012) published paper titled “Retail Industry: Its Growth,
Opportunities and Challenges” in IJRFM Volume 2, Issue 2 (February 2012) has found
out that it is also the second largest industry in US in terms of numbers of employees and
establishments. There is no denying the fact that most of the developed economies are
very much relying on their retail sector as a locomotive of growth. The India Retail
Industry is the largest among all the industries, accounting for over 10 per cent of the
countries GDP and around 8 per cent of the employment24
Zanual Bashar Bhutoo, Rambalak yadav and vikram singh(2012) The dimensions
factor like personalization, facilities, Responsiveness, Flexibility, Courtesy, Privileges to
regular customer empathy and Parking space. Retail Outlets in the study, increase the sell
of retail outlet and create good brand image in the mind set of consumers. With reference
to the objectives of study, Consumer Perception of retail outlet a comparative study of
big bazaar and more mega store. The study shows that almost same type of consumer
perception practices adopted by big bazaar and more mega store. But there is significant
difference in the consumer perception practices adopted by retail outlets regarding
empathy
 CHAPTER 3
COMPANY PROFILE
History
Big Bazaar was launched in September, 2001 with the opening of its first four stores in
Calcutta, Indore, Bangalore and Hyderabad in 22 days. Within a span of ten years, there
are now 161Big Bazaar stores in 90 cities and towns across India.
Big Bazaar was started by Kishore Biyani, the Group CEO and Managing Director
ofPantaloons Retail India. Though Big Bazaar was launched purely as a fashion format
including apparel, cosmetics, accessory and general merchandise, over the years Big
Bazaar has included a wide range of products and service offerings under their retail
chain. The current formats include Big Bazaar, Food Bazaar, Electronic Bazaar and
Furniture Bazaar. The inspiration behind this entire retail format was from
SaravanaStores, a local store in T. Nagar, Chennai
The stores are customized to provide the feel of mandis and melas while offering the
modern retail features like Quality, Choice and Convenience. As the modern Indian
family’s favorite retail store, Big Bazaar is popularly known as the "Indian Wal-Mart".
On successful completion of ten years in Indian retail industry, in 2011, Big Bazaar has
come up a new logo with a new tag line: ‘Naye India Ka Bazaar’, replacing the earlier
one: ‘Isse Sasta Aur Accha Kahin Nahin’.

Financial Benefits:
1) Improvement in sales.
2) Improvement in profitability.
3) Improvement in productivity.

Non-Financial Benefits:
1) Improved understanding of competitors strategies.
2) Enhanced awareness of threats.
3) Reduced resistance to change.
4) Enhanced problem-prevention capabilities.
Lines of the above Business
 Crockery
 Children Accessories
 Electronics
 Footwear
 Books and Music
 Wellness and Beauty
 Leisure and Entertainment
 General Merchandise
 Home Solution
 Fashion
 Food
 E-tailing

Operations
Most Big Bazaar stores are multi-level and are located in stand-alone buildings in city
centers as well as within shopping malls. These stores offer over 200,000 SKUs in a wide
range of categories led primarily by fashion and food products. 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 (4,600 m2) of retail space. While the larger
metropolises have Big Bazaar Family centers measuring between 75,000 square feet
(7,000 m2) and 160,000 square feet (15,000 m2),Big Bazaar Express stores in smaller
towns measure around 30,000 square feet (2,800 m2).Big Bazaar has the facility to
purchase products online through its official web page, and offers free shipping on some
of their product

Mission & Value

Mission
 We share the vision and believe that customers and stakeholders shall be served
only by creating and executing current scenarios in the consumption space leading
to Economic Development.
 We will be the trendsetter in evolving delivery formats, creating retail realty,
making consumption affordable for all consumer segments- for classes and for
masses.
 We shall infuse Indian brand with confidence and renewed ambition.
 We shall be efficient , cost-conscious and committed to quality in wherever we do
 We shall ensure that our attitude sincerity and humility and united determination
shall be the driving force to make us successful
Values
  Indianness: confidence and ourselves
 Leadership: To be a leader both in thought the business
 Respect and humility: To respect every individual and be humble in our conduct
 Introspection: Leading to purposeful thinking
 Openness: To be open and receptive to new idea knowledge and information
 Valuing and Nurturing Relationship: To build a long term relationship
 Simplicity and positivity:simplicity and positivity in our thought, business and
action
 Adaptability: To be flexible and adoptable to meet challenges
 Flow: To respect and understand the universal laws in nature

Future Group's for Big Bazaar strategy is aimed at achieving inclusive, sustained and
profitable growth with three levers

1)Customer-orientation The bottom line in each of our retail success stories is "know
your customer". Insights into the soul of Indian consumers - how theyoperate, think,
dream and line - helps us innovate and create differentiating functionally.
2) Continuous-innovation As India's largest retailer, we understand the importance of
innovation. We rethink strategies and realign businesses with increasing agility to provide
diverse customer groups with refreshingly different retail experiences.

3) Collaborative transformation creating a collaborative environment combining our

strengths with our suppliers and vendors helps us create immense value for our customers
which in turn foster mutual growth.

We believe that modern Indian retail rests on the strength of two pillars –scale and
efficiencies. As front-runners in both areas, we firmly believe our core responsibility lies
in providing protection to customers from the overall rate of inflation.
While the scale and size of our operations helps us improve efficiencies, it also ensures
we deliver greater value to our customers. Our retail thrust is focused on four principal
verticals of Food, Fashion, and general Merchandise. These four categories together
account for nearly 65% of the consumption in the country and represent mass consumer
aspirations .Acknowledging this we are creating retail pure play through divestment and
demerger of non-retail businesses to concentrate our efforts on these verticals.
India’s retail boom is being driven by resurgence in the economy. Modern retail still has
around 6%share of the total retail spend in the country that is estimated at around US $
400 billion. Thus, the potential for modern retail growth in India is huge. Currently,
leading retailers in mature markets occupy the top three slots by turnover, employment
and value creation. As the Indian economy matures, it is upon us to make the same
happen in our country
Others Aims & Objectives or Company
1. To analyze how the Marketing mix influence the customer satisfaction level.
2. To determine the current status of big bazaar.
3. To study the satisfaction level of customers with regard of big bazaar.
4. To find out the buying behavior of the customers coming in to Big Bazaar through
improvement’s in Consumer service and employees interference.
5. To identify main competitors of Big Bazaar with regard to services and accordingly
setup strategies for Service Development.
4.2 MEANING & IMPORTANCE OF MARKETING MIX

Meaning of marketing
Marketing is "the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and
society at large."

Meaning of Marketing Mix

The marketing mix is a business tool used in marketing products. The marketing mix is
often crucial when determining a product or brands unique selling point (the unique
quality that differentiates a product from its competitors), and is often synonymous with
the four Ps: price, product, promotion, and place; in recent times, however, the four Ps
have been expanded to the seven Ps.

Marketing is a management process or social process or an effective communication

through which goods and services move from concept to the customer and companies
create value for customer sand build strong customer relationships in order to capture
value from customers in return, and also identifying, anticipating and satisfying customer
requirements profitably. It includes the coordination of four elements called the 4 Ps of
marketing:

(1) Identification, selection and development of a product,

(2) Determination of its price,
(3) Selection of a distribution channel to reach the customers place, and
(4) Development and implementation of a promotional strategy.

For business to consumer marketing, it is "the process by which companies create value
for customers and build strong customer relationships, in order to capture value from
customers in return". For business to business marketing it is creating value, solutions,
and relationships either short term or long term with a Company or brand. It generates the
strategy that underlies sales techniques, business communication, and business
developments. It is an integrated process through which companies build strong customer
relationships and create value for their customers and for themselves.

Marketing is used to identify the customer, satisfy the customer, and keep the customer.
With the customer as the focus of its activities, marketing management is one of the
major components of business management. Marketing evolved to meet the stasis in
developing new markets caused by mature markets and overcapacities in the last 2-3
centuries. The adoption of marketing strategies requires businesses to shift their focus
from production to the perceived needs and wants of their customers as the means of
staying profitable.

As a philosophy, marketing is based on thinking about the business in terms of customer

needs and their satisfaction. Marketing differs from selling because (in the words of
Harvard Business School’s emeritus professor of marketing Theodore C. Levitt) "Selling
concerns itself with the tricks and techniques of getting people to exchange their cash for
your product. It is not concerned with the values that the exchange is all about. And it
does not, as marketing invariably does, view the entire business process as consisting of a
tightly integrated effort to discover, create, arouse, and satisfy customer needs."

There is even more confusion about what constitutes "marketing." Marketing entails
several functions that include:

[*]Developing the products or services that customers want.

[*]Pricing the products or services correctly
[*] Making the products or service readily available to the customers
[*]And finally: Promoting the product or service, which if done correctly, not only
convinces customers that the product or service is preferable to its competition, but that it
is clearly the only choice. This is the field of marketing "communications" and of all the
marketing components, it is the one most likely to be outsourced and the one most likely
to be neglected if a company is making a profit.

 IMPORTANCE OF MARKETING MIX

1. Marketing communications creates "top of mind" awareness

All you have to do is watch TV for a few hours (and actually watch the commercials) to
get a sense of how repetition of the same message starts to creep into your subconscious
mind. After you have seen 5commercials for those cute, new VWs, you suddenly find
yourself daydreaming about going car shopping. After all, that Suburban IS almost 8
years old, and of course you want a vehicle that’s more fuel efficient! I know this isn’t a
manufacturing or industrial scenario, but trust me – the same underlying psychological
phenomenon occurs in the case of industrial marketing. An integrated marketing
communications plan that gets your messaging out to the right target audience,
consistently and overtime, WILL eventually create the "top of mind" awareness for your
product or service that turns a prospect into a customer. Recognition and awareness for
your company also make it much easier for your sales staff to get someone on the phone
or schedule an appointment. Companies like to do business with companies they "know"
and have positive perceptions of. Likewise, investors like to buy recognized companies.

2. Preferred brands command a premium price - short and long-term

Go through a process of determining your company unique value proposition, and
then start purposefully communicating that to the marketplace (promotion.) This is
the only way you will create a point of differentiation between you and your
competitors. As your customers and the industries you sell to begin to recognize your
company (brand) as the preferred choice for a certain product or service, it allows you
to charge premium pricing. Not only does this boost sales in the "now," it creates a
perception in the minds of future investors that your business has more value than
another one that claims to do the same thing.

3. Happy customers not only send referrals, they create perceived value
Every sales person knows it, but businesses still hammer them to get out and develop
"new" business: the most powerful form of lead generation comes in the form of an
existing happy customer.
Happy customers talk to other potential customers, even in the industrial world. I talk
to manufacturers every day that tell me a good percentage of their new business
comes through referrals from satisfied customers. It takes more than the experiences
with your company to make a satisfied customer - one who is willing to be an
evangelist, of sorts. It also takes a marketing strategy that positions your company (in
the minds of your target audience) as the market leader in overall customer
satisfaction and intimacy. It’s part of the image you build around your brand – it’s the
magic result of well executed brand development and marketing communications.
Word of mouth praise for your company not only attracts more business, it attracts
potential investors that want to own a company with this kind of status.

4. Planned marketing communications create a system that can be

replicated

I have clients that have their marketing communications planning and implementation
down to a science. Budgets are allocated; tactics agreed upon; responsibilities
delegated; and contracts negotiated .The result is continued momentum in building
brand awareness and credibility, and a rather flawless execution. This process is one
that can be documented and taught like a system. In any manufacturing or industrial
service company, documented processes lend to the overall impression of the
business stability and value. If a potential buyer can see how they too could operate
the systems within your company, even after you are long gone, you’ll be creating a
more marketable asset. If you need to, hire an expert: but start creating and
documenting a marketing communications system that you can teach others to run
and remove yourself from the lead generation game.

5. Repeat revenue streams ensure a profit now and later

This really falls more into the other marketing functions than that of communications,
but a smart marketing strategy not only focuses on a company’s core market and
value proposition, it also finds ways to build multiple channels for recurring revenue.
Smart marketers (and business owners) look for ways to diversify their offerings and
especially in areas where repeat sales require little to no effort on the part of the sales
team. With the Internet, this is more possible than ever before; particularly if you sell
a product that is not custom engineered, or a service that can be easily classified
without a lot of customization. Recurring revenue, generated from an effective
marketing strategy, and teamed with stellar customer service approach is a
combination that is very attractive to a potential new owner

6. Nothing lasts forever: marketing has to be a long-term investment

Here in Houston, where I live, getting into the "good ole boy network" was the way
an industrial business succeeded in the last half of the 20th century. Today’s upper
management is not concerned with who you know and what clubs you belong to.
They want to know how you are going to help them meet their objectives and solve
their problems. Relationships developed over time will get you so far; but what about
the increase in career moves and job-hopping? What happens when the person you
developed a relationship with moves to another company and isn't in a position to
specify what you sell? What happens when the person you developed a relationship
with retires and is replaced with someone much younger? What happens when YOU
are ready to retire? Will there be someone there who can step into your shoes and
carry your company through that transition without losing customers?

The way to prevent a negative outcome in any of these scenarios is a consistent

marketing communications program. If you are keeping your company’s name out
there and building brand identity and recognition, you have less of an educational
process to deal with every time a new person is introduced to your business. This also
comes into play with young people just entering the work force.

The senior engineer at your top customer may love your product; the new hot shot
engineer fresh out of college doesn’t know anything about it - UNLESS they have
already been exposed to it through Professors, the Internet, trade publications, trade
shows, etc. Consistent and persistent messaging, going to an integrated mix of contact
points with your customers and prospects, is an investment in your company’s long-
term stability and value.

7. Employees who are "brand ambassadors" sell your company - to

customers AND potential buyers

Today, marketing is not just something you do "outside" of your company. If you
truly want to create a powerful image and value proposition for your business, the
first group of people you have to convince are your own employees. Internal brand
integration is just as important as your external marketing strategies. Every employee
in your company should understand how their position contributes to the promise
your company makes to its customers and be motivated to carry it out. Understanding
their unique role in your company’s brand promise is just the beginning; if you want
brand ambassadors, you need happy employees. An employee that feels appreciated
and fairly compensated (and that doesn’t always equate to their salary) is much more
likely to sing the praises of your company. I think it goes without saying, this is good
for business today as well as making an impression on a future investor. Who wants
to buy a company full of overworked, disgruntled employees?
Marketing IS a long term investment. You will not create a recognizable brand
(name, image, reputation etc.) without it. You will not develop a stable, growing
business without it. You will not beat the "lead generation" game without it. You will
not create "brand ambassadors" among your employees without it. You will not
create a company that has obvious value to a potential buyer without it. Marketing is
essential to the health and continuing prosperity of any business - including
manufacturing and industrial businesses.
 4.3 MARKETING MIX OF BIG BAZAAR
(7P Analysis of Big Bazaar)

7P Marketing Mix is more useful for services-industries and knowledge intensive

industries. Successful marketing depends on number of key issues.

The seven keys issues are explained as Product: Big Bazaar offer a wide range of
products which ranges from Apparels, food, farm products, furniture, child care, toys etc.
(Exhibit-7)Products of all the major brands are available at Big-Bazaar(Exhibit-8). Also,
there are many in house brands promoted by Big Bazaar. Big Bazaar sold over three lakh
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%.

Product:
Big Bazaar offers a wide range of products which range from apparels, food, farm
products furniture, child care, toys, etc of various brands like Levis, Allen Solly,
Pepsi, Coca- Cola, HUL, ITC,P&G, LG, Samsung, Nokia, HP etc.
Big Bazaar also promotes a number of in house brands like:
 DJ & C o Tasty Treat o Clean Mate o Sensei o Care Mate o Koryo and 44 other
brands.
BIG BAZAAR-USP
 Low price as compared to other places.
 Schemes like Buy 1 get 1 free, 20% discount etc.
 1 Billion Population.
 Availability of Liquid Cash/Disposable Income among Young Generation.
 Affordable man power.
 Craze, Passion among Mr. Customer (Consumer).
 Different products under one roof.
Pricing:
The pricing objective at Big Bazaar is to get “Maximum Market Share”. Pricing at Big
Bazaar is based on the following techniques:
 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 also used to attract
customers. Big Bazaar also caters on Special Event Pricing (Close to Diwali,
GudiPadva, and DurgaPooja).
 Differentiated Pricing: Differentiated 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. e.g. Wednesday Bazaar.
 Psychological Pricing: In order to attract status-conscious customers and also to
push status-consciousness among the middle-class people, psychological pricing
concept was undertaken by Big-Bazaar which provided the best deal in the market
for the products which are market-buzz-creators and highly engaging & long-
lasting products such as
LCD TVs, Washing Machines etc.
Place:
The Big Bazaar stores are operational across three formats — hypermarkets spread over
40,000-45,000 sq. ft., the Express format over 15,000-20,000 sq. ft. and the Super
Centers set up over 1 lakh sq. ft. Currently Big Bazaar operates in over 34 cities and
towns across India with 116 stores. Apart from the Metros these stores are also doingwell
in the tier II cities. These stores are normally located in high traffic areas. Big Bazaar
aims at starting stores in developing areas to take an early advantage before the real estate
value booms. Mr. Biyani is planning to invest around Rs. 350 crores over thenext one
year expansion of Big Bazaar. In order to gain a competitive advantage Big Bazaar has
also launched a website www.futurebazaar.com, which helps customers to orders
products online which will be delivered to their doorstep. This helps in saving a lot of
time of its customers.
Promotion:
Big Bazaar has been credited with some of the biggest consumer campaigns in the history
of Indian retail. In celebration of Republic Day, Big Bazaar created a three-day shopping
bonanza called "SabseSaste Teen Din". This has now become a national event that
attracts millions of customers eager to benefit from the once-in-a year smart deals. In
January 2008, the three-day event generated sales generated over Rs. 240 crore in 80 Big
Bazaar stores. 15thAugust, India’s Independence Day is billed as the "Maha Savings
Day". So successful has this become that to cater to the lush Big Bazaar store in many
cities stay open fill midnight. Wednesday Bazaar is the HaftekaSabseSasta Din. It was
initially created with the intent of decongesting weekends and driving footfalls on
weekdays. As it transpired, most Big Bazaar stores now attract as many customers on
Wednesdays as they do on weekends. A property that offers special benefits and
privileges to senior citizens was built around Senior Citizens Day. Earlier Price
Challenge was created to reinforce Big Bazaar's value proposition of "Is se
sastaauracchakahinnahi". That scheme simply offered twice the price difference should
the cost of an item at a Big Bazaar store be found to be more than the market price. This
tag line is now replaced by "Naye India Ka Bazaar". Exchange was an innovative
promotion launched by Big Bazaar in 2005 to provide customers an opportunity to get rid
of their junk and in return shop for a wide range of products at a discount. In-store
communications in Big Bazaar are unique and rather novel. To ensure that no one miss.
out on an opportunity to gain from special offers, service boys ferry around a trolley with
the product inside, announcing the scheme. Not only is this entertaining it also helps
customers pick up the product from the trolleyinstead of walking up to the rack where it
is on display. To make sure that non-English speaking customers don't feel alienated the
communication is also conducted in the Local language. The communication is always
unambiguous and direct.

People:
 Well trained staff at stores to help people with their purchases
 Employ close to 10,000 people and employ around 500 more per month.
 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.
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.
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.
Other Promotional Activities:
Advertising: Before designing the advertising campaign for the Big Bazaar brand, the
message that needs to deliver about the brand through advertisement needs to be. It
would involve following three elements:
• Style of the Message: Style of the message would be Value and Benefit Provider and
attention seeker.
• Tone of the message: The tone of the message would be positive.
• Message Text: "Naye India ka Bazaar" — this single line statement would convey the
modem retail format of the Big Bazaar.
Print: This would take place in the form pint advertisement in newspaper and everyday
magazines. The advertisements would initially aim at educating the consumer about Big-
Bazaar as a brand. An effective communication as has been followed by the brand is the
regular newspaper print advertisement with tag line of "Naye India Ka Bazaar" and
comparison of price of various consumer products at Big-Bazaar v/s local market prices.
Big-Bazaar newspaper advertisements will be presented just before the launch of any new
scheme. This will create aura about the Big-Bazaar bran in the minds of consumers.
TV Ads: Big-Bazaar commercials will be shown on the various channels in India. These
ads will convey about the various offerings of the Big-Bazaar such as Fashion
Collections and Jewelry, Home and Personal Care, Electronics, Furniture. The
advertisement will focus on the variety and quality of the specific offerings and convey
the core values of Big-Bazaar as a place where these products are available at the lowest
available price with the environment of modem Indian retailing. The TV ads would be
aired during Prime-time hours of the channels where mostly the household members
watch television.
Road-side advertisements: Road side advertisement will take the form of road side
billboards which would be displayed at prime locations in the cities and towns conveying
the central idea of BigBazaar of low prices and quality products. The bill-boards will
display the catch phrases about Big-Bazaar aiming to attract the consumers.
Radio Ad: The objective of radio based advertising is to inform the customers at the new
happening at Big-Bazaar outlets while at the same time conveying the culture of Big
Bazaar of offering the values deals for a broad range of products.
Sales Promotion
Sales promotion activities for Big-Bazaar will take place through the following forms.
 ‘Saalkesabsesaste 3 din’
 Wednesday – ‘Sabsesasta din’
 Future Card (3% Discount)
 Shakti Card (Women)
 Advertising (Print Ads, TV Ads, Radio, Hoardings)
 Brand Endorsement by M. S. Dhoni
 Exchange Offer – ‘Junk Swap Offer’
 Point-of-Purchase Promotions
 4.4 MARKETING STRATEGIES ADOPTED BY BIG
BAZAAR

The promotional activity of the company, which says ‘Nobody Sells Cheaper and Better!’
has differentiated Big-Bazaar (as a brand) in the minds of the customer. The punch-line
has made its place in minds of customer. As the competition is becoming stiff in the
market the activities conducted by the company are unique, that have brought fruitful
result to the company. Among them sales Promotions is one of the leading activity or
unique among all other activities & has high influence on the customer walk-in
As sales promotions is the major force for Big-Bazaar, Big Bazaar take it very seriously
& especially during festivals & special occasions by focusing aggressively
onpsychological& emotional promotion strategies as per the demographic profile of the
various consumers.
About 60-70% of shopping for apparel, consumer durables, and home furnishing, among
other things, happen during festivals. At least 40-50% takes place during the peak festival
season, between September and November.
According to AshniBiyani, 23, a team is set up six months ago comprising experts on
Indian mythology and religion, retail and even an expert on “days”, “seriously targeted”
one-third of the 150 auspicious days in the Hindu calendar.
They map all the communities in India on how they shop and how these calendars work.
They focus to understand intuitively, their customs, their rituals, adding that this is the
part of a larger strategy to engage customers and to attract “that India which lives in the
deep-rooted communities”.
SabseSaste 3 Din: The best watershed for brand Big Bazaar was the introduction of the
“SabseSasta Din” in January 2005, when the Indian Republic Day holiday was utilized to
make sure that hordes of consumers descended on all Big Bazaars across the country to
buy all kinds of household items – cheap. There were scenes of customers actually
vigorously fighting over items in-store & long queues were seen in the store.

Big Bazaar like previous years, attracted large crowds during its three day ’sales’ event
called ‘SabseSaste 3 Din’ organized to celebrate the Republic Day. Depending on the
results, the event is sometimes extended to 5-6 days as it happened in 2008.
This is, perhaps, the biggest sales event being organized by any retailer in the country.Big
Bazaar, which sold merchandise worth Rs 140 crores in 2007, garnered revenues of over
Rs. 280 crores during the year 2008 & the growth still continues unexpectedly.
As mentioned by Kishore Biyani, the whole focus is “low margins & pushing volumes”
aggressively during these times which make the Big-Bazaar stick to its core Brand-
Personality.
Wednesday and Weekend Bazaar:One of the most popular events Wednesday Bazaar
presents terrific offers and irresistible discounts on majority of the products.
The Concept was to aim at giving the homemakers the power to save the most on this day
of the week. Even on weekends when the footfall is the highest, eye-catching offers and
discounts are promoted. The weekend promotions differentiated from the Wednesday
bazaar in terms of the offers & cross-selling and not on reducing the price of a particular
product.
This way they were able to differentiate both the concepts & focus on avoiding confusion
while promoting it to the consumers and also attract different type of consumers during
these durations.
Special event promotions:MahaBachat Sale: Big Bazaar’s incorporates such as on
Independence day by having MahaBachat Sale which did a business of 1.5 crores in its
Bangalore store alone. MahaBachat focuses on further reducing the price as compared to
the Wednesday Bazaar.
Also on auspicious occasions such as AkshayaTritiya which again did a business of150Cr
on a single day in Mumbai & Ahmadabad last year. An event offering discounts benefits
and privileges’ to senior citizens were created and promoted on the Senior Citizens Day.
Monthly Bachat Bazaar: Big Bazaar understands clearly the habits of Indian consumers.
In Monthly Bachat Bazaar the prices are reduced at the start of every month in order to
target those consumers who bulk purchase the products and especially the commodities
every month.

Price Challenge Campaign :Reinforcing Big Bazaar’s USP of value proposition, “Is se
sastaauracchakahinnahi” scheme was launched. The challenges promise to offer twice the
price difference, if the cost of any of the item found in the store is found to be higher than
the market price.
This doesn’t mean that the consumer actually go to other shops in order to compare the
prices, but due to this challenge of Big-Bazaar, the consumers had more faith & trust on
the Big-Bazaar and hence were confident seeing the confidence level of Big-Bazaar
which again built a strong brand differentiation of Big-Bazaar for low pricing.

Exchange Offers: This promotion primarily focused on letting people disposing off their
junk and to gain something out of it in return i.e. “Bring anything old & take anything
new”. They could exchange their products and shop from a huge spectrum of discounted
products.
This gave the motivation factor to consumers to give their old belongings for something
worth & hence their old is not getting waste or is unvalued. Since the Indian consumers
are very much value conscious, this strategy worked out very well. Big-Bazaar also made
it sure that the campaign is actually not fooling the consumers around and is actually
giving the desired value focusing on the fact that “faith thrashed is never recovered” in
India.

In-Store Communications: To ensure that no one misses out on an opportunity to gain

from special offers, service boys ferry around a trolley with the product inside,
announcing the scheme. Not only is this entertaining it also helps customers pick up the
product from the trolley instead of walking up to the rack where it is on display.

Language Customization: To make sure that non-English speaking customers don’t feel
alienated, the communication is also conducted in the local language. The
communication is always unambiguous and direct.
The Power of One Campaign: This initiative encourages customers to add One Rupee
to their bill towards donation to a social cause. Big Bazaar makes an equal contribution
and donates the entire proceeds to an NGO called Save the Children India. This is a
selfless body which has been working for the welfare of children from marginalized
sections of society.
Corporate campaign: Big Bazaar has recently launched a corporate campaign which
revolves around a family having a great time together. The brand anthem “Khushiyon se
BhariJholi” connects with the customers at an emotional level positioning Big Bazaar as
part of the happy moments.

Future Cards: Specifically for Big Bazaar outlets these credit-cum-loyalty card which
offer customers a slew of discounts and benefits across Future Group stores are co-
branded with ICICI Bank. Customers receive four loyalty points for every Rs 100 spent
at Future group's retail stores and one loyalty point for every Rs 200 spent outside the
group's retail stores. This creates a vicious cycle for the customers to repeat their
purchases and is especially done by the consumers during special occasions.
School JaoKhushiKhushi: Providing Discounts School related requirements &
accessories like school bags, water bottles, lunchboxes, shoes etc.
Promotions include:
-Pencil Case for purchase of above Rs 500.
- Free shopping trip worth Rs 1000/- for Sending ones experience of the “Best day that
you had in school”
– The most humorous & the best one is selected as a winner and to avail the offer.
- Lucky draw for the lucky kids – shop for Rs 1,000 & above, drop in your kids name
into the drop box – 10 lucky kids were provided with the offer 30% off on an NIIT course
- Motivational offer for Kids: Shop for Rs 500 or above, Parents are told to drop in the
kids painting, the best painting is sponsored for an art course.
“Dostonkesaathkhushiyonmanao” Individual are invited with friends – “more the
merrier” – shopping with 1 friend entitles the individual with 10% discount, coming with
two friends – get 20% discount etc on the total bill.Friendship band to every walk-in
A friend indeed –people were told to drop their best friends name in the drop-box and
inlucky draw the winner could win the major prize – A Car!!
`Special treatment & emotional connect for the individual & his/her friend –free massage,
tattoos, horoscope etc were provided for purchases above Rs 500/- & above during the
friendship day.
Diwali Dhamaka: This campaign especially remains open for longer duration Huge
discounts are seen over the board If purchase is above Rs 300/- two pairs of diya were
provided to the customers Tie up with known mithaiwala: if one purchases above 1000/-
people can avail discounts of 45% or above on the mithai purchased from that
mithaiwala.
Motivating the home made mithairecipes: Purchasing goods worth Rs 500 & above,
females were pulled to send the recipe of their secret mithai& the best judged recipe
getscomplete set of SanjeevKapoor’s cook-books DiwaliManao abroad – winning
through lucky draw on purchases worth Rs 1,000 or above.
Christmas Joy: Across the board discounts Big Bazaar’s special surprise Christmas gift
on purchase of over Rs 1000/- or above. Christmas-Card Design Contest: Design next
year’s Christmas card for children and a gift voucher worth Rs. 500 were given to the
best card winner. Big Bazaar Christmas party focusing on points & vouchers through
festival focused games.
Happy-Hours: All the discounts/offers were hiked up in a fixed hr of a day eg: Buy X
and get Rs 10 off on that day will become Rs 15 off.
Mystery-Shopper: Every day, one person is tagged as the mystery shopper i.e.
a) 100th person walking through the door wearing all red
b) 1st person walking through the door wearing all red – These people gets the discount
of 50% on the total bill.
“Apke kismet meinhaikhushi”: Lucky is happy Based on scratch card Get all that you
pick in 60 seconds till reaching the billing counter
Assured gift for the bulk takers: Choose a gift from the listed items if the bill is above
1000/- This is used especially to push the non-moving goods which is usually put in the
listed free gift items.“Bantokhushiyanharekke sang”: Social causes “Khilone se khushi
bate”
Toy drop box was set in the big-bazaar store and the concept was promoted to ask for the
toys from the families & then the toys were sent to the social organizations working for
underprivileged children’s. This has helped the underprivileged, generate goodwill, and
have also attracted the floor traffic to store at the large scale.
Support through charity:
Donation to the charity on the individual’s name for purchasing above a specified
amount. Customers were given an ornament with his or her name on it to hang signifying
the donation by the individual.
Special Strategies.
1. To minimize Retailing cost.
2. Operating: Fewer staff on the floor-one person for every 500 sq ft.
3. Minimize the Furniture cost.
4. Saving Shelf Space.
5. Way to deal unsold stock off.
6. “Today’s Price”: Everyday a chosen product is being sold at lower than usual price.
 4.5 CONSUMER SATISFACTION
Related to Marketing Strategies Adopted by Big Bazaar
Customer Satisfaction Meaning-Satisfaction is an overall psychological state that
reflects the evaluation of a relationship between thecustomer/consumer and a company-
environment-product-service. Satisfaction involves one of thefollowing three
psychological elements: cognitive (thinking/evaluation), affective (emotional/feeling),and
behavioral. "Satisfaction" itself can refer to a number of different facts of the relationship
with acustomer. For example, it can refer to any or all of the following:
 Satisfaction with the quality of a particular product or service
 Satisfaction with an ongoing business relationship
 Satisfaction with the price-performance ratio of a product or service
 Satisfaction because a product/service met or exceeded the customer’s
Expectations
The achievement of customer satisfaction leads to company loyalty and product
repurchase. Because customer satisfaction is a subjective, non-quantitative state,
measurement won’t be exact and will require sampling and statistical analysis.
Customer satisfaction measurement must be undertaken with an understanding of the gap
between customer expectations and attribute performance perceptions.
There should be some connection between customer satisfaction measurement and
bottom-line results.
Customer satisfaction is influenced by perceived quality of product and service attributes,
features and benefits, and is moderated by customer expectations regarding the product or
service .Each of these constructs that influence customer satisfaction need to be defined
by the researcher.

Objectives of a Consumers Satisfaction

In addition to a clear statement defining customer satisfaction, any successful surveying
program must have a clear set of objectives that, once met, will lead to improved
performance. The most basic objectives that should be met by any surveying program
include the following:
 Understanding the expectations and requirements of all your customers
 Determining how well your company and its competitors are satisfying these
expectations and requirements
 Developing service and/or product standards based on your findings
 Examining trends over time in order to take action on a timely basis
 Establishing priorities and standards to judge how well you have met these goals
Before an appropriate customer satisfaction surveying program can be designed,
the following basic questions must be clearly answered:
 How will the information we gather be used?
 How will this information allow us to take action inside the organization?
 How should we use this information to keep our customers and find new ones?
 4.6 EXPECTATIONS AND CONSUMERS SATISFACTION
Expectations are beliefs (likelihood or probability) that a product/service (containing
certain attributes, features or characteristics) will produce certain outcomes (benefits-
values) given certain anticipated levels of performance based on previous affective,
cognitive, and behavioral experiences. Expectations are often seen as related to
satisfaction and can be measured as follows:
1. IMPORTANCE: Value of the product/service fulfilling the expectation.
2. OVERALL AFFECT—SATISFACTION EXPECTATIONS: Like / Dislike of the
product/service.
3. FULFILLMENT OF EXPECTATIONS: The expected level of performance vs. the
desired expectations. This is “Predictive Fulfillment” and is a respondent-specific index
of the performance level necessary to satisfy.
4. EXPECTED VALUE FROM USE: Satisfaction is often determined by the frequency
of use. If a product/service is not used as often as expected, the result may not be as
satisfying as anticipated. For example a motorcycle that sits in the garage, an unused year
subscription to the local fitness center/gym, or a little used season pass to a ski resort
would produce more dissatisfaction with the decision to purchase than with the actual
product/service.
IMPORTANCE OF CONSUMER SATISFACTION
Effective marketing focus on two activities:
1. Retaining existing customers.
2. Adding new customers.
Customer satisfaction measures are critical to any product and services company because
customer satisfaction is a strong predictor of customer retention, customer loyalty and
product repurchase.
 4.7 SWOT ANALYSIS OF BIG BAZAAR
STRENGTH:
Maximum number of varieties: People prefer those places where they can get the
maximum products they need and Big Bazaar provides vast range of products under one
roof helping in attracting customer and their family to shop together and enjoy the
experience.
High brand equity: Big Bazaar has created high brand equity through its promotions
and marketing it has created a different image for its products as the cheap and best.
Largest chain of retail marketing in India: Big Bazaar is the first retail chain to be
started in India and is the largest and successful until now.
High capacity investment: Big Bazaar offers 1,70,000 products and owns more than 100
retail stores all over India and has the strong financial background as being the subsidiary
of future groups which owns the pantaloons which is one of the biggest the industries in
men’s wear in India and have its work is spread all over India. Future group is one of the
leading groups in India.
Everyday new promotions and schemes of low prices and discounts: Big Bazaar
always offers new schemes of low prices and gives discounts in products like Big Bazaar
offers the sabsesaste 3 din ( the cheapest 3 days) in which it offers the lowest of prices
than other days.
Facilities like online booking and delivery of goods: It is not just a chain of retail
shopping but also provides online shopping facility to the consumers.

WEAKNESS:
Overcrowded: During offers, promotions and even on weekends the place is
overcrowded with people and sometime even there is the situation of closing the store
due to it.
Checkout can be extremely slow: There can be seen a long queue on the billing
counters making the consumer wait for hours due to the slow service and the crowd.
Perception of low price=low quality: Generally people think that if any product has low
price then the quality of the product will be low as they think quality comes with price.
Targets at the middle class and upper middle class only: It targets at the middle and
upper middle class due to which it ignores the upper and elite class people as they are the
cream of the society who are ready to pay any price for the quality and product they need.
OPPORTUNITIES:
Big Bazaar can enter into production of various products due to its in depth
understanding of customers’ tastes and preferences.
Nowadays people prefer going to one big store and buy everything instead of visiting
different places for different items and waste time. So Big Bazaar can expand the
business in smaller cities as there is a lot of opportunity. Lots of potential in the rural
market
THREATS:
High business risk involved: Big Bazaar investment is very large so it is obvious that
there is high business risk involved.
Lot of competitors: There are a lot of countries which are planning to enter the Indian
market like Wal-Mart, Carrefour and Tesco which is a big threat to Big Bazaar.
Fewer Parking Spaces: Customers are not satisfied with the parking space availability
provided by Big Bazaar. Hence it’s a threat of Big Bazaar as it may lose its customers
because of less parking space availability. In holidays it will be very difficult for
customers to park their vehicle in Big Bazaar.
Unorganized retailing: Unorganized retail stores are a threat to the business of big
bazaar as now also people prefer to go to the local stores which are convenient enough
for them.
 4.8 PRODUCT AND BRAND MANAGEMENT
Brand Values
Brand Big Bazaar stands for delivering value for money. Customer service and shopping
comfort are at the core of Big Bazaar's philosophy. Innovation and initiative define its
brand character. It strives to reach out to its customers by imbibing the local flavor and
melting into the local geography. In November 2007 Big Bazaar has launched a
campaign titled "Power of One". This initiative encourages customers to add One Rupee
to their bill towards donation to a social cause. Big Bazaar makes an equal contribution
and donates the entire proceeds to an NGO called Save the Children India. This is a
selfless body which has been working for the welfare of children from marginalized
sections of society.
The brand anthem KhushiyonseBhariJholi connects with the customers at an emotional
level positioning Big Bazaar as part of the happy moments.

Product & Brand Values

Brand management is a communication function in marketing that includes analysis and
planning on how that brand is positioned in the market, which target public the brand is
targeted at, and maintaining a desired reputation of the brand. Developing a good
relationship with target publics is essential for brand management. Tangible elements of
brand management include the product itself; look, price, the packaging, etc. The
intangible elements are the experience that the consumer takes away from the brand, and
also the relationship that they have with that brand. A brand manager would oversee all
of these things.
Brand and product management jobs often entail running multi-million dollar product
businesses and hence provide excellent opportunities for those interested in general
business and entrepreneurship. As brand management skills have become critical in the
more central marketing strategy efforts of many leading organizations, brand
management is increasingly a route to CEO positions. Graduates of the program have
also leveraged their brand management skills into account management positions with
advertising and communication consulting firms.
4.9 STP (SEGMENTATION, TARGETING AND POSITIONING)

STP or segmentation targeting positioning is a marketing tool with the help of which
marketers differentiate, attract, retains and grow customer base for their respective
products.
Market Segmentation:
Segmentation is the procedure that an organization goes through to segregate the market
into different groups according to the different characteristics which might need different
products. The Marketer, groups various people into segments on the basis of similar
characteristics, tastes, perception etc. so that they will have a similar view/response to a
particular product launched specifically for each segment.
“The subdividing of a market into homogenous (or similar) subsets of customers, where
any subset may conceivably be selected as a target market to be reached with a distinct
marketing mix” Segmenting is the process of dividing the market into segments based on
customer characteristics and needs.
The main activity segmenting consists of four sub activities. These are:
1. Determining who the actual and potential customers
2. Identifying segments
3. Analyzing the intensity of competitors in the market
4. Selecting the attractive customer segments.
The first, second and fourth steps are described as market segmentation. The third step of
analyzing the intensity of the competitors is added to the process of segmenting in this
process description. When different segments are identified, it is not necessary that these
segments are attractive to target. A company is almost never alone in a market --
competitors have a great influence on the attractiveness of entering a certain market.
When there is a high intensity of competitors, it is hard to obtain a profitable market
share and a company may decide not to enter a certain market.
The third step of segmenting is the first part of the topic of competitor analysis.The need
for segmenting a market is based on the fact that no market is homogeneous.For one
product the market can be divided in different customer groups. The variables used for
this segmenting in these groups are usually geographical, psycho graphical, behavioral
and demographic variables. This results in segments which are homogeneous within and
heterogeneous between each other. When these segments are known, it is important to
decide on which market to target. Not every market is an attractive market to enter. A
little filtering has been done in this activity, but there are more factors to take in account
before targeting a certain market segment. This process is called targeting.
  Big Bazaar target to upper middle class and higher customers.
 The large and growing young working population is a preferred customer
segment.
 Big Bazaar specially target working women and home maker who are the primary
decision maker.
Customer Targeting:
After the most attractive segments are selected, a company should not directly start
targeting all these segments -- other important factors come into play in defining a target
market. Four sub activities form the basis for deciding on which segments will actually
be targeted.
The four sub activities within targeting are:
1. Defining the abilities of the company and resources needed to enter a market
2. Analyzing competitors on their resources and skills
3. Considering the company’s abilities compared to the competitors' abilities
4. Deciding on the actual target markets.
The first three sub activities are described as the topic competitor analysis. The last sub
activity of deciding on the actual target market is an analysis of the company's abilities to
those of its competitors. The results of this analysis lead to a list of segments which are
most attractive to target and have a good chance of leading to a profitable market share.
Obviously, targeting can only be done when segments have been defined, as
thesesegments allow firms to analyze the competitors in this market. When the process of
targeting is ended, the markets to target are selected, but the way to use marketing in
these markets is not yet defined. To decide on the actual marketing strategy, knowledge
of the differential advantages of each segment is needed.
Key Insights from the Target Group:
 Saving is the key driver for the consumers.
 Indian consumers feel comfortable in crowds and motivated through what all the
people are buying.
 "It's only human to want more" — "Shopping kamazaatabhiaatahain jab
miltihaidhersaaricheezein or bahutsi variety".
 Indian consumers are more family oriented.
 Shopping is a much of entertainment, as they come in groups.
 Indian-ness is not all about Swadesi, it's doing things in Indian ways.
 A person had to hear about an offer thrice, before he actually makes decision to
buy.
Product & Brand Positioning
Positioning “has come to mean the process by which marketers try to create an image or
identity or value in the minds of their target market for its product, brand, or
organization.”
When the list of target markets is made, a company might want to start on deciding on a
good marketing mix directly. But an important step before developing the marketing mix
is deciding on how to create an identity or image of the product in the mind of the
customer. Every segment is different from the others, so different customers with
different ideas of what they expect from the product.

In the process of positioning the company:

1. Identifies the differential advantages in each segment
2. Decides on a different positioning concept for each of these segments. This process is
described at the topic positioning; here different concepts of positioning are given. The
process-data model shows the concepts resulting from the different activities before and
within positioning. The model shows how the predefined concepts are the basis for the
positioning statement. The analyses done of the market, competitors and abilities of th
company are necessary to create a good positioning statement. When the positioning
statement is created, one can start on creating the marketing mix.
There are three types of positioning concept:
Functional position
 Solve problems.
 Provide benefits to customers.
 Get favorable perception by investors (stock profile) and lenders.
Symbolic positions
 Self-image enhancement.
 Ego identification.
 Belongingness and social meaningfulness.
 Affective fulfillment.
Experiential positions
 Provide sensory stimulation.
 Provide cognitive stimulation
4.10 INTEGRATED MARKETING COMMUNICATION (IMC)

Integrated marketing communications (IMC) is an approach to brand communications

where the different modes work together to create a seamless experience for the customer
and are presented with a similar tone and style that reinforces the brand’s core message.
Its goal is to make all aspects of marketing communication such as advertising, sales
promotion, public relations direct marketing, online communications and social media
work together as a unified force, rather than permitting each to work in isolation, which
maximizes their cost effectiveness.
IMC is becoming more significant in marketing practice because of the reduced cost
effectiveness of mass media and media fragmentation. As consumers spend more
timeonline and on mobile devices all exposures of the brand need to tie together so they
are more likely to be remembered.
Increasingly the strategies of brands cannot be understood by looking solely at their
advertising. Instead they can be understood by seeing how all aspects of their
communications ecosystem work together and in particular how communications are
personalized for each customer and react in real time, as in a conversation. Brand
strategies and their tactics can be viewed on the Integrated Brands site.
IMC Components of Big Bazaar IMC
The foundation – is based on strategies understanding of product and market. This
includes changing in technology. Buyer attribute and behavior and anticipated moves by
competitors.
The corporate ulture – increasingly brands are seen as indivisible from the vision,
capability, personality and culture of the corporation.
The brand focus – is the logo, corporate identity, tagline, style and core message of
branding
Customer experiences - includes the design of the product and its packaging, the
product experience (for instance in a retail store) and services
Communication tool – includes all mode of advertising. Direct marketing and online
communication including social media
Promotional Tools - trade promotions; consumer promotions; personal selling, database
marketing, and customer relations management; public relations and sponsorship
programs
Integration Tools - software that enables the tracking of customer behavior and
campaign effectiveness. This includes customer relationship management (CRM)
software, web analytics, marketing automation and inbound marketing software.
Importance of IMC for Big Bazaar
Several shifts in the advertising and media industry have caused IMC to develop into a
primary strategy for marketers:
1. From media advertising to multiple forms of communication.
2. From mass media to more specialized (niche) media, which are centered on specific
target audiences.
3. From a manufacturer-dominated market to a retailer-dominated, consumer-controlled
market.
4. From general-focus advertising and marketing to data-based marketing.
5. From low agency accountability to greater agency accountability, particularly in
advertising.
6. From traditional compensation to performance-based compensation (increased sales or
benefits to the company).
7. From limited Internet access to 24/7 Internet availability and access to goods and
services
8. It can create competitive advantage, boost sales and profits, while saving money, time
and stress.
9. IMC wraps communications around customers and helps them move through the
various stages of the buying process. The organization simultaneously consolidates its
image, develops a dialogue and nurtures its relationships with customers.
10. This Relationship Marketing cements a bond of loyalty with customers which can
protect them from the inevitable onslaught of competition. The ability to keep a customer
for life is a powerful competitive advantage
11. IMC also increases profits through increased effectiveness
12. Carefully linked messages also help buyers by giving timely reminders, updated
information and special offers which, when presented in a planned sequence, help them
move comfortably through the stages of their buying process
13. Finally, IMC saves money as it eliminates duplication in areas such as graphics and
photography since they can be shared and used in say, advertising, exhibitions and sales
literature.
14. IMC also makes messages more consistent and therefore more credible. This reduces
risk in the mind of the buyer which, in turn, shortens the search process and helps to
dictate the outcome of brand comparisons.
 4.11 LOYALTY PROGRAM OF BIG BAZAAR’S
(A Step towards Customers Satisfaction) Loyalty Programs:

Pay-back Card
At Future Group Big Bazaar, we believe in building long-lasting relationships with
customers. We encourage repeat customer visits through our unique offers and special
sale days. Future Group has taken the whole concept of customer loyalty to the next level
by joining hands with PAYBACK. PAYBACK is India’s largest and one of Europe’s
most successful multi-partner loyalty programs. With PAYBACK, customers can shop,
save and get rewarded. This program enables consumers to collect millions of points
across online and offline partners – with just a single card. Customers can accumulate
points across Future Group formats , thereby making “shopping rewarding”. Our formats
Big Bazaar, Food Bazaar, Pantaloons, Central, Home Town, eZone, Brand Factory and
Future Bazaar are a part of the PAYBACK Loyalty program.
T24 Program
T24 will provide customers with a dual advantage all 24 hours of the day—‘Shop More,
Talk More’ and‘ Talk More, Shop More’. Shopping and talking on our mobile phones are
among the two favorite activities for all of us in India. With T24, we have been able to
develop a unique customer value proposition that combines these interests of the
aspirational Indian. Customers will get shopping benefits for talking and talk-time
benefits each time they shop. We believe that with our partners, Tata Teleservices
Limited, we have been able to develop a differentiated offering in the crowded telecom
space and also increase the loyalty we enjoy among the millions of customers who
patronize our stores.T24 (Talk 24) tariff plans reflect the competitive per-second rates
being offered for pre-paid customers on Tata Teleservices Limited’s GSM network. In
addition, customers will be rewarded with free talk-time for every purchase at Future
Group Stores starting at Rs.10 to a maximum of Rs.350. Plans will keep evolving to offer
ever-more attractive options to the customer.

Additional Features
• Improved & Easy Navigation in the stores.
• There is a display board in the store where you’ll find different products in different
places so that finding products is no more problem for you.
• Shopping accessories(trolley/baskets/bags) are always available in the store to make
your shopping so comfortable.
• There are first-aid desk in the store.
• Clean space for moving into the store.
• All sales persons are very helpful & ready to help you always.
• All cash counter (12-15) are always open. So you don’t have to wait in front of the cash
counter for billing.
• Moderate Environment in the store, like Music/Aroma, so that you can enjoy your
shopping.
• Wheel Chair available in the store for Handicapped & Pregnant women.
• Tight Security system in the store. Emergency exit available.
• Fire protected store (fire prevention equipments are implemented in the stores).
• Drinking Water/Wash Room available for the consumers.
• There are places where you can seat and enjoy food in the food court.
• Varieties of foods are available in the food court.
 4.12 COMPETITORS OF BIG BAZAAR

1) RELIANCE FRESH
Reliance Fresh is the convenience store format which forms part of the retail business of
Reliance Industries of India which is headed by MukeshAmbani. Reliance plans to
investin excess of Rs. 25000 crores in the next 4 years in their retail division. The
company already has in excess of 560 reliance fresh outlets across the country. These
stores sell fresh fruits and vegetables, staples, groceries, fresh juice bars and dairy
products. A typical Reliance Fresh store is approximately 3000-4000 square. Feet and
caters to a catchment area of 1-2 km.Reliance Fresh, Reliance Mart, Reliance Digital,
Reliance Trends, Reliance Footprint, Reliance Wellness, Reliance Jewels, Reliance
Timeout and Reliance Super are various formats that Reliance has rolled out.
2) SPENCER’S RETAIL
Spencer's Retail is one of India’s fastest growing retail stores. It has multiple Formats for
retailing food, apparel, fashion, electronics, lifestyle products, music and books. It is
owned by the RPG Group, a major business house. Established in 1996, Spencer’s is one
of the popular destinations for shoppers in India with supermarkets, hypermarkets and
dailies spread all over India.
3) SUBHIKSHA
Subhiksha is an Indian retail chain with more than 1400 outlets sellinggroceries, fruits,
vegetables, medicines and mobile phones. It was started andis managed by R
Subramaniam, IIM Ahmedabad alumni. Subhiksha plans toopen 1000 outlets by
December 2008. He also plans to invest Rs.500 croresto increase the number of outlets to
2000 across the country by 2009.The name Subhiksha means prosperity in Sanskrit. It
opened its first store inThiruvanmiyur in Chennai in March, 1997 with an investment of
about Rs. 5lakhs. The retail chain has seen a considerable growth by offering goods at
cheaper rates and thereby increasing its customer base.

4) TRENT (WESTSIDE)
Trent is the retail arm of the Tata group. Started in 1998, Trent operates Westside, one of
the many growing retail chains in India. The foresight of the Tata group, which invested
in retail relatively early, is paying high dividends as retail is one of the booming sectors
in India. The company has a turnover of Rs. 357.6 crores (FY 2005-2006) and currently
operates 22 stores in the major metros and mini metros of India. An international
shopping experience, a perception of values, and offering the latest styles, has created a
loyal following for West side’s own brand of merchandise.
5) BHATI WAL-MART:
Private Limited is a joint venture between BhartiEnterprises,one of India's leading
business groups with interests in telecom, agri-business, insurance and retail, and Wal-
Mart,the world’s leading retailer, renowned for its efficiency and expertise in logistics,
supply chain management and sourcing. The joint venture is establishing wholesale cash-
and-carry stores and back-end supply chain management operations in line with
Government of India guidelines. Under the agreement, Bharti and Wal-Mart hold 50:50
stakes in Bharti Wal-Mart Private Limited. The first Wholesale Cash-and-carry facility
named "Best Price Modern Wholesale" Opened in Amritsar in May 2009and
subsequently in Zirakpur (Near Chandigarh), Jalandhar, Kota,Bhopal, Ludhiana, Raipur,
Indore, Vijaywada, Meerut, Agra, Luck now, Jammu, Guntur, Aurangabad, Bathinda,
Amravati ,Hyderabad and Rajahmundry
 4.13 STRATEGIES FOR GROWTH & BEAT THE
COMPITATORS MARKET

 Big Bazaar to Sell Financial Products Soon.

 Child Care Centre
 Onion-Potato Scheme
 Billing Counters
Child Care Centre
• It will be located near kids section.
• Help families to shop without worrying about their children.
Assumption
• Increase in 0.5% of sales
Advantages:
• Parents shopping freely
• Children will demand more toys
Disadvantages:
• Cost of space& Children Care

Onion-Potato Scheme
• Purchase for 1,000 INR, and get free 1kg onion and Potato for 52 weeks
• Offer can be claimed on weekdays only
Assumptions
 1kg potato, onion - Rs14/kg
 25% of the total weekly footfalls come, on weekdays
 5% increase in shoppers availing of this offer

Billing counters
• We suggest changing the placement of the billing counters to manage crowd.
• We can have cash counters at every section and few at exit.
Assumptions:
• By implementing this plan their sales can increase by 0.5%
Big Bazaar to Sell Financial Products Soon
 Big Bazaar, which sells staples to consumer durables, is now all set to sell
financial products. Banking on the popularity of Big Bazaar, Future Group CEO
Kishore Biyani is planning to sell financial products – from loans to insurance –in
a store-in-store format. On offer will be car loans, home loans, property loans,
gold loans, life insurance, mutual funds, wealth management and broking
services.
 The company is planning to launch 100 such branches by March next year, with a
target to disburse Rs. 1,000 crore of secured loans this fiscal and service over 1
lakh customers in the first year itself. Future Group already offers consumer
durables loans from the stores and has tied up with Transunion and Credit
Information Bureau for on-the-spot customer scoring so that loans can be
sanctioned faster.
 “What we have learnt in our business is that we need permanency. This will be in
our stores, for our customers it’s an additional facility,” said Biyani.
 Though the concept is new in India, this model has seen success abroad. Global
retailer Wal-Mart alone has over 1000 such centers in their stores. But to
duplicate this model in India will have its challenges, including the possibility of
miss-selling or lack of a proper background check of the customer.“The key thing
is for businesses like loans against property it cannot be done across the counter.
The verification itself takes 4-5 days. In principle though it can be done,” said V
Vaidyanathan, vice-chairman & MD, Future Capital.
 Although an ambitious project, the real challenge for Future Capital will be to
build a brand in the financial services space, like it has done with Big Bazaar, and
ensure that the products and services offered are good.