Marketing 1 – Assignment 03

Experience and observations of my favourite

retail store:
1. Name of the Stores and Location?
ANS - Big Bazaar located at Manish Nagar in Nagpur, Maharashtra.
2. What is their core business focus (e.g. Category of
Products/Services)?
ANS – It is a Hypermarket chain which is focused on Grocery,
Electronics, Fashion, Toys, Footwear’s, Health, Sporting Goods,
Personal Care, Fruits and Vegetables.
3. What are the levels of marketing or distribution channels
(e.g. Level 0, 1, 2, 3)?
ANS – Big Bazaar is a retail mart which buys product directly from
the manufacturer and makes it available to the consumers and
Level - 1 Marketing channel is involved in this.
4. Who are their target customers? Mention different
categories, as applicable.
ANS – It targets Middle and Upper-Middle Class Customers. The
abundant young population is the preferred target customers
especially the working women and home makers who are the
primary decision makers.
5. Do they have any specific measures to target customers of
different age, income, life style (the STP factors)? If yes, briefly
describe your observations.
ANS – They target the semi-urban population (especially working
women and home makers) with low pricing and the image it
creates is being cheap but with quality.
 6. Are there any promotional sales or offers going on, at the
store?
ANS – Big Bazaar just had everyday low price sales and now it has
started a new promotional sale called “Festive Home Makeover” to
attract customers for Diwali and dussehra shopping.
7. Are they adapting any specific (one or more) pricing strategies?
If so, mention them.

ANS – 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 is also used to attract
customers. Big Bazaar also caters on Special Event Pricing (Diwali,
Gudi Padva, and Durga Pooja).

8. Are they doing anything specific to educate customers on the

products / services displayed in the stores or about any
promotional offers? If yes, briefly describe your observations.

ANS – They have a well-trained staff to help people with their

purchases. They educate the customers about the current offers
and discounts and help customers to make their shopping process
smooth.
9. Are they using colors, sound, smell, taste, touch to make the
stores/products appealing to the consumers? If yes, briefly
describe your observations.
ANS – Yes. The atmosphere of big bazaar is very calm with the
ambience of soft music in the background and warm colours. The
product are all lined up according to the convenience of a customer
where he can smell (From the food court or Fruits/Vegetables),
taste (sampling) or touch the products.
10. Have they done anything specific in the stores to enhance
customer experience? Briefly describe your overall experience,
from entry to exit of the stores.
ANS – Big Bazaar offered more convenience in-store browsing and
faster checkout with wide range of payment services and its own
digital wallet tied with other wallet services (MobiKwik). The total
entry to exit process is very smooth in big bazaar with little or no
hassle. The employees are all lined up to help the customers in need
and to make their shopping comfortable.
11. What are the technologies used by the store to
observe/measure customer buying pattern and improve customer
experience? Briefly mention your observations.
ANS – Big Bazaar uses Store receipts, brand and merchandise
purchases and spends being analysed using AI to enhance in-store
merchandise as well as a mall’s brand mix. Use of big data to study
the buying pattern from the physical as well as the inline stores.

12. Do they have any customer loyalty program? Mention

about this.
ANS – A revolutionary feature called “PRICE MATCH” which
assures that customer has paid the best price for his shopping at
Big Bazaar stores. All the customer has to do is scan his/ shopping
bill at Big Bazaar using Price Match feature on the app. Price Match
instantly compares the price of the items in the bill with the listed
prices of the top retailers of the country. Any lower price if found,
the price difference will be credited to the customer’s Future Pay
wallet.
FREE CASH/ CASHBACKS to the Future Pay customers on their
shopping or when they add money to the wallet
EXCLUSIVE OFFERS & updates on various shopping events to the
App users helping them save more on their shopping.
13. What are their typical channels of advertisement (e.g. News
Paper, TVC, Bill Boards, and Digital)? Mention your
observations.

ANS - Big Bazaar uses newspaper, billboards and digital medium

to advertise their product. They use their festive sales to promote
themselves by featuring on the pages of newspaper and they
advertise themselves in various ads in digital medium and also by
tying up with popular brand ambassadors such as MS Dhoni. They
also use the word of mouth advertisement.

14. Do they have an online presence and a Mobile app for

Customer purchase? If so, mention the URL of their
website/online marketplace and the name of the mobile app.

ANS – Big Bazaar went live with https://www.bigbazaar.com on

the midnight of August 10, 2018 as a re-attempt of its online retail
strategy. The name of its mobile app is Big Bazaar – Making India
Beautiful.

15. Any other interesting observations to share about this store,

from the Customer perspective?

ANS – Big bazaar effectively uses visual merchandising to sell its

product. As better the visual merchandising the more a consumer
impulse buys. They display products such a way that the
consumer is tempted for the unplanned purchases which is good
way for the big bazaar to raise some profits.