Presented by:

HemaNshi

Ripesh

Sonal

Shivpratap
 TOPICS
 Introduction
 4 P’s of Marketing
 Marketing Strategies
 Facts
 Conclusion
 INTRODUCTION
Big Bazaar reflects the look and feel of Indian bazaars at their
modern outlets

 The hypermarket chain was introduced in India in 2001 by

Pantaloon Retail (India) Limited

 With a slogan of "Is se sasta aur accha kahin nahi!" ("Nowhere

cheaper or better than this!").

Big Bazaar is based on 3-C theory of Kishore Biyani. The 3-C

symbolize Change, Confidence & Consumption, & according to
this theory , “Change and Confidence is leading to rise in
Consumption”.
 4PS ANALYSIS OF BIG
BAZAAR

Product

Price

Place

Promotion
 PRODUCT
Large product mix offered by Big Bazaar is the main
attraction as they cater to all segments of society and age
groups.

Big Bazaar, displays around 1.6 lakh products under

various categories

With the ever increasing array of private labels, it has

opened the doors into the world of fashion and general
merchandise including home furnishings, utensils,
crockery, cutlery, sports goods and much more.
PRODUCT MIX AT BIG BAZAAR
 PRICE
 Big Bazaar works on a low cost model.

 Promotional Pricing:
1. Exchange Offer

2.Buy One Get One offer (BOGO)

Psychological pricing or price ending: The retail

prices are often expressed as "odd prices": a little less
than a round number, e.g Rs. 5,99, Rs. 6,999
 Bundling: Combo-
packs.

Differentiated

Pricing: Time pricing,

i.e., difference in rate
based on peak and
non-peak hours or
days of shopping.
 PROMOTION
Promotions such as "Sabse Saste Teen Din" (Cheapest Three Days) and "Purana
Do, Naya Lo" (Give Old, Take New) result in shoppers flooding the stores, to the
point that some stores have become so overcrowded they've had to close.
Advertisement (print ad, TV ad, radio)
Hafte ka sabse sasta din “Wednesday bazaar”
Brand endorsement by M.S Dhoni and Asin
 PLACE
Big Bazaar has always worked on strategic locations. It
targets semi-urban population with its placement.

Food Bazaar, a grocery retailer, opened its first outlet in June

2002, within a Big Bazaar store, six month later the chain had
grown to 42 outlets: 18 stand alones.

If you thought big bazaar outlets are crowded, they are
intentionally designed to look that way. Target customer for
Big bazaar are middle class people who find comfort in herd
and tend to follow the crowd.
Shopping in India is not just
about buying, customers want to
eat, celebrate, live through an
experience and spend time with
friends and family.

 With the launch of the Zirakpur

store, Big Bazaar now has 106
stores across India.
 MARKETING STRATEGIES
 Kishore Biyani has taken for rent retail space much more than
what he originally needed. Because of this, they have enough
floor space to accommodate their growth plans till 2011, saving
on rent

Target customer for Big bazaar are middle class people who
find comfort in herd and tend to follow the crowd

 Another strategy used by Big Bazaar to overcome location

disadvantage is use of internet. It has launched a merchandise
retailing website www.futurebazaar.com which targets high-
end customers ready to use credit cards.
Big Bazaar had adapted the new Guerrilla Marketing Strategy
Future Group have come up with 3 catchy/cocky and cheeky ad
campaign which surely does catch your eyes
1. Keep West-a Side. Make a smart choice !
2.Shoppers! Stop. Make a smart choice !
3.Change Your Lifestyle. Make a smart choice !
 FEW STARTLING FACTS
 The biggest customer for big bazaar till date is a farmer in
Sangli whose bill amount was Rs. 1,37,367

 The inspiration to set up big bazaar came not from any

foreign super market, but from a relatively small family run
shop in Chennai, called “Saravana Stores”.

 A few weeks before the launch of Big Bazaar in Gariahat,

Kolkata around hundred hoardings were booked across the city.
They borrowed and old saying ‘What Calcutta thinks today,
India thinks tomorrow’. This was a complete coup and the
perfect recipe for success in that city.
On 26th July when our city was flooded all the Big
Bazaar stores were open and they delivered milk and
certain food products to their customers.

No Big Bazaar employees where a tie as the

formal attire intimidates the customer.

No two Big Bazaars are alike, all are place

specific.
BIBLIOGRAPHY

BOOK REFERRED:
IT HAPPENED IN INDIA :
Kishore Biyani with Dipayan Baishya

WEB SITES:
www.wickepedia.com
www.google.com
www.bigbazaar.futurebazaar.com