PRESENTED BY

GROUP 1
PRATIK AGRAWAL (102)
SUDHIR DHARAMSIKA (118)
SWETAPADMA MISHRA (138)
DEBAYAN PAL (142)
SHWETAK SETHI (151)

BIG BAZAAR
Big Bazaar, a chain of hypermarket in India
is a part of Future Group which was
founded in 2001
200+ outlets in India

Visio
n

To Deliver Everything,
Everywhere, Every time, to
Every Indian Customer in
the most profitable manner.

BIG BAZAAR(contd.)
Products of Big Bazar

BIG BAZAAR(contd.)
Big Bazaar divided Indian customers into 3
categories..
India One
India Two
India Three
The potential customers
of big bazaar are

India One & India

Two.

BIG BAZAAR(contd.)
India One-:
Consuming class which includes upper middle and
lower middle Class (14% of India's Population)
India Two-:
Serving class which includes people like drivers,
house-hold helps, office peons, etc (55% of India's
population).
India Three-:
Struggling class (remaining 31% of India's population)

BIG BAZAAR(contd.)
Positioning-:

High
service

High
price

Low price

low
service

BIG BAZAAR(contd.)
Innovations of Big Bazar

D-MART
MehnatHamariBachatAapKi...!
MISSION
TO BE THE LOWEST PRICED RETAILER IN THE AREA OF
OPERATION / CITY / REGION.

VISION
IT IS OUR CONTINOUS ENDAVOUR TO INVESTIGATE, IDENTIFY
& MAKE AVAILABLE NEW PRODUCT CATEGORIES FOR
CUSTOMERS EVERYDAY USE & AT THE BEST VALUES THAN
ANYBODY ELSE

D-MART(contd.)
IMAGE SET-UP
Setting up an Image of a DISCOUNT STORE.
Offers VALUE FOR MONEY
Provides a lot of offers
Some for a specific period
Some throughout the year

TARGET GROUP
Value conscious
Upper / Lower middle income customers

D-MART(contd.)
CATEGORY OF PRODUCTS
1. Grocery
2. Fruit & Vegetables
3. Beverages
4. Frozen Food
5. Dairy products
6. Personal and Home care
7. Footwares
8. Cosmetic Items/ Beauty care
9. Medicines
10. Household utensil
11. Fashion accessories.
12. Movie CDs and Gifts articles
13.Apparels/Garments

TOILETRIES
Basic Definition : Any article or
preparation used in cleaning or
grooming oneself, as soap or
deodorant.
This category has generally 4
subcategories:
Cosmetics
Perfumery
Personal care brands
Personal hygiene products

CATEGORY TREE FOR TOILETRIES

(for both the stores)

ROBERT BLATTBERGS MODEL FOR

BIG BAZAAR
Sales percent

High
High

Gross
Margin
Percen
t

Low

Low
FLAGSHIP
Toothpaste

CASH
MACHINE
Soaps

MAINTAIN /
GROW
Deos

CORE TRAFFIC
Face Wash

UNDER FIRE
Razor

REHAB
Serums

SOME HIGHLIGHTS FROM BIG

BAZAAR
Patanjali products haphazardly placed
Free shampoo and conditioner at eye level
Big bottles of dove and tresemme shampoos (650 ml) at the top most shelf
An offer of dove bar free with dove shampoo was neglected and kept at the
very bottom
New Garnier shampoo and conditioner (Ultra Blends) were on perfect
display
Serums were not displayed properly
Offer on the toothbrushes were very predominant
Colgate toothpaste had the most varieties
Body washes were neglected at a corner
Face washes were on perfect display
Mini face washes were at the eye level
Sanitary napkins and toothbrush like Colgate were near the cash counter
Very less creams on the shelves

ROBERT BLATTBERGS MODEL FOR

D-MART
Sales percent

High
High

Gross
Margin
Percen
t

Low

Low
FLAGSHIP
Toothpaste

CASH
MACHINE
Deos

MAINTAIN /
GROW
Face Wash

CORE TRAFFIC
Soaps

UNDER FIRE
Razor

REHAB

SOME HIGHLIGHTS FROM D-MART

Bblunt shampoos present
Shampoo section was very organised
Big shampoo bottles (650 ml) were on the top
Proper tag of brands present in the shelves
Park Avenue beer shampoo was also present
Kids section was not so relevant; Johnsons baby shampoo present in
normal section
Patanjali was ignored
Conditioners kept below eye level
Offer toothbrushes only present
Colgate toothpaste was very relevant
Anti-infection soaps like Medimix were given importance
More number of body wash present
More amount of mens deo than womens deo were present
Sanitary napkins were present near the entrance

RECOMMENDATION
Big Bazaar
More exciting offers should be
given for different products to
attract customers
More attention to latest
trends of face creams
Attractive product displays
should be there
There should be proper
assortment of product
categories
Consumers had complains
regarding the less number of
varieties present in
toothpaste and deos
Ayurvedic brands like
Patanjali should be given
more importance

D-Mart
More number of stores
should be present
Should think of opening
stores in malls where
there are maximum
footfalls
Ayurvedic brands like
Patanjali should be
given more importance
Kids section should be
separated from normal
section

CONCLUSION
Both are major shopping complex for
todays customers
Both have positioned themselves as
discounted stores
Both have emerged as a hub for speciality
shopping for middle class families
Both compete with speciality stores of
different products which provide goods at
discounted rates throughout the year