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9/9/2010 Big Bazaar , Indirapuram 1
Abhay Kumar Giri, Abhishek Chakraborty, Abhishek Singh,
Alakh Kumar Niranjan, Amit Kumar Singh
BigTeam
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Methodology
Research Instruments: Interviews and Questionnaire
Data Source: Primary and Secondary Data
Sample Size: 10
Sample Location: Ghaziabad City
Sample Elements: Student, Businessman, Household.
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Type HypermarketFounded 2001Headquarters Jogeshwari, MumbaiIndustry RetailProducts Department, Apparels .Promoter Kishore BiyaniParent Pantaloon Retail India Ltd.Punch line Is se sasta aur accha
kahin nahin
WEBSITE www.bigbazaar.com
Currently 104 outlets
INTRODUCTION
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ROADMAP
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ROAD CONGESTION & PARKINGLOT
The Traffic Congestion on the way toBig bazaar of Indrapuram is veryhigh. The road towards Indrapuramis very much busy too.
It has a nice and huge Parking Lot.So that the entrance is alwaysclear. 300 car can be parked overthere.
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MISSION
One stop shopping at discounted prices.
Provides Best Products at the Best Prices.
Targets price conscious majority segment of customers.
Attracts a few thousand customers per day
Is se sasta aur accha kahin nahin
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S
ALES
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Customer Segmentation
Big Bazaar targets higher and upper middle class
customers.
The large and growing young working population is a
preferred customer segment.
Big Bazaar specifically targets working women and
home makers who are the primary decision makers.
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PRODUCT MIX
&
PRODUCT ANALYSIS
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IN HOUSE BRANDS @ BIG BAZAAR
LG STREET MATE SENSEI
KORYO STAR SITARA MOTOROLA
HP NOKIA SARAPOLO
and 40 more brands
FEW BRANDS @ BIG BAZAAR
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PRICING
VALUE PRICING (EDLP)
PROMOTIONAL PRICING
- LOW INTEREST FINANCING
- PSYCHOLOGICAL DISCOUNTING
- SPECIAL EVENT PRICING
DIFFERENTIATED PRICING- TIME PRICING
BUNDLING
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TIME PRICING
1. Price is fixed according the
day of any week.
2. Price can vary even in the
same week
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LOW-INTERESTFINANCING
Big Bazaar gives offers
related to low interest
financing for the
customer to attract
more customer havingproblems with the
payment at a time.
This plan also helps to
increase customerswhich is beneficial for
itself.
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PSYCHOLOGICALPRICING
It helps to play with
human psychology.
As cost cutting playsan important role in
recent days so this
pricing helps to gather
more number of
customers.
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BUNDLING
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PLACE Store Locations
Number of out let- 104;
Located at main city-tier I & tier city-II;
Area-10,000sq ft-120000 sqft;
High street area of city;&
Approachabledestination.
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PROMOTION Saal ke sabse saste 3 dinFuture Card (3% Discount)Shakti CardAdvertising (Print Ads, TV Ads, Radio)Brand Endorsement by M.S.DhoniExchange OfferJunk Swap OfferPoint-of-Purchase Promotions
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Some of the Key offers
- A Dish TV Set Top Box at Rs 999/- (original costRs 3500/-) on a shopping of Rs 3500/-
- 5 Kg Rice + 5 Kg Sugar + 5 Kg Oil for RS 599/-.- Branded Microwave 17 ltrs at Rs 1999/-.
- Branded DVD Player + Home theater at Rs2999/-.- Magnum Queen Metal Bed with mattress and 2
pillows of Rs.12000/- at Rs.5999/-.- Nirlon Fry Pan @Rs.569/-. Get Tawa,Kadai &
Gas Toaster free
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BILLBOARDS
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Billboards are one of the marketing
strategy followed by BIG BAZAAR . It
selects important places
which have a
rush of people alltime to
put its banner.
It helps in marketing
and attract people tovisit the store.
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PUBLIC RELATION
SERVI
CES
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BIG BAZAAR cares about
its customers and their
satisfaction.
It gives a priority to its
customers.
The services are also very
good and satisfactory in any
store of Big Bazaar.
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Organization value and customer value
*Highorganization
value
*Low customer
value
Big Bazaar
*Highorganization
value
*High customervalue
*Loworganization
value*High customer
value
*Loworganization
value*Low customer
value
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PEOPLE
Well Trained Staff
Appearance
Empowered Individual
Encouraged To Think Out Of The Box
Employ close to 10,000 people and recruit nearly 500additional people every month
Use Scenario Planning as a tool for Quick DecisionMaking
Security Guards At All Gates
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PROCESS
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The total process carried out
from entering to the cash
counter is very strategic and
well defined.
You can find baskets and
trolleys at the gate to shop .
The products are arranged
properly by its category so thatone can find his or her need
easily
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PROCESS Contd..
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To reduce rush in cash
counter there are number of
counters.
It has the facility to pay in
cards.
Decorations are also very
good, and aroma of the shop
is nice too, so that customerscan feel comfort while
shopping.
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PHYSICAL EVIDENCE
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This is a very important partfor any retail shop.
All the products are displayed
in very decorative manner.
Customers can choose their
products and can buy their
products easily.
As we all know JO
DIKHTA HAIN , WHO BIKTAHAIN. Displaying plays an
important role in currenttrade.
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CUSTOMER VIEW & FEEDBACKS
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Consumer feedback according to the Brand Product
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Porters five force model
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Analysis5 Forces Analysis
Rivalry among thecompetitor
Reliance Retail, Aditya Birla Group , Vishal Retails,Bharti and Walmart, etc
Threat of entrants Domestic Business monsters are looking to start retailchains.International players looking to foray India.
Bargaining power ofsupplier
The bargaining power of suppliers varies dependingupon the target segment.The unorganized sector has a dominant position.
Bargaining power of
buyers
Consumers are price sensitive..Availability of more choice.
Threat of substitutes Unorganized retail
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SWOT ANALYSIS
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Strength
- High Brand Equity
- EDLP
- PoP promotions
- Variety of stuff undersingle roof
Weakness
- Unable to meet storeopening targets
- Falling revenue.
Opportunity- Organized retail
- Evolving consumerpreferences
Threat- Competitors
- Government policies
- Unorganized retail
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RECOMMENDATION
The entrances of big bazaar in Indrapuram are
very small ..so they have to increase the width
of the entrance, so that customers feel
comfortable while entering the retail.
Many items are there which are not having a
high demand in market, like kids toys, CD and
DVDs. It should focus on those products which
have a high demand.
There should be more variety in brands.
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