Big

Team

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What is Retailing
The term “Retailing”
refers to any activity
that involves a sale
to an individual
customer.

Retailing is the
interface between
the producer and
the individual
consumer buying for
personal
consumption.

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Size of Indian Retail
Size 2008 2010 Percentage
Change
Estimated size of retail in India (in 353 416 18
$bn)
Share of organized retail (%) in India 7 12 71
Size of organized retail in India (in 78,300 Cr 2,30,000 Cr 194
Rs)

Source: http://www.indiaretailing.com/india-retail-report.asp

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 Kuber
complex

Varanasi

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4
About Big Bazaar Hyper mart
Chain of development store in India
Out let 104 out lets
Located in India
Parent group Future group
Owner Kishore Biyani (CEO)
Founded 2001
Head quarter Jogeswari , Mumbai
Industry Retail
website www.bigbazar.com
Tag line Is se sasta aur achha kahin nahi.

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Porter’s five force model

6
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 Analysis
5 Forces
Rivalry among the competitor
Threat of entrants
Bargaining power of supplier
Bargaining power of buyers
Threat of substitutes
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Analysis
•Reliance Retail, Aditya Birla Group , Vishal Retail’s,
Bharti and Walmart, etc
• FDI policy not favorable for international players.
• Domestic conglomerates looking to start retail chains.
•International players looking to foray India.
•The bargaining power of suppliers varies depending
upon the target segment.
•The unorganised sector has a dominant position.
• There are few players who have a slight edge over
others on account of being established players and
enjoying brand distinction.
• Consumers are price sensitive..
•Availability of more choice.
•Unorganized retail
7
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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Life cycle of Big Bazaar

S
A
L
E
S

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Big Bazaar At BCG Matrix
M
A H
R I
K G
E H
T

G
R L
O O
W W
T
H

High Low
Market Share
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10
 Marketing Mix

Process

Physical
Product
Evidence

7 ‘P’
People Price

Place Promotion

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11
1.Product Mix

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12
Product Mix Cont..
ELECTRONICS FASHION & FURNITURE CHILD CARE &
OTHER SERVICES
BAZAAR JEWELLERY BAZAAR TOYS

• Television sets •Footwear Bazaar •Living Room •Kids Wear •Mr. right
• Washing Machines •Beauty Care •Bed Room •Toy Bazaar •Bakery
• Refrigerator •Navara •Kitchen •Stationary •Loot Mart
• Personal Care •Star Parivar •Dinning Rooms •Child Care •Tulsi
• mBazaar •Meena Bindre •Kids Room •Future Money
• Microwaves •Been Bags •Future Generally
• Small Appliances •Paintings
•Decorative Items
• Laptops
• Computer
Accessories
• Kitchen Appliances

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2.Pricing
• Value pricing
• Promotional pricing
 Low interest financing
 Psychological discounting
 Special event pricing
• Differentiated Pricing
 Time pricing
• Bundling

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Psychological pricing

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Time pricing Value Pricing

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Bundling

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3.Place
INDIA

 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; &

 Approachable
BIG BAZAR
destination.

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4.Promotion

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 PROMOTION

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5.People

• Well trained staff;

• Appearance;
• Empowered individual;
• Encouraged to think out of box; &
• Example- Ved Prakash Araya
(Chief Operating) officer, Sanjib
Agrawal(Head Marketing)

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 6.Physical Evidence

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 7.Process

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Positioning
High
service

Low price High

price

low 24
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service
 Organization value and customer
value

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 Guerrilla marketing strategy

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Future strategy of Big Bazaar

Front end Big Bazaar

operation Express
(<40000 sq.ft)
Standard
Big Bazaar
(40000 to 80000sq.
Ft)
Big Bazaar
Big Bazaar
Supercentres
(<75000 sq ft)

Back-end
Operation In JV with
Foreign Partner

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Marketing strategy
Activities Target Marketing Mix
Big wish All the population Process
Baby registry and marriage registry Married couple, waiting for marriage Promotion

Women forum Women Public relation

Interior decorator and dress designer Those customer who are very specific People
will be appoint in all the store about their decision.

Networking through internet All loyal customer, other net user . E-marketing

Religion Corner All the aesthetic people Product Mix

Adhar – Rural Centric Market 720 million consumer across 627000 Place
villages.
Tie up with IPL Sports lover Promotion
Improving Quality of product Prevailing as well as Prospect customer Product

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 Thank You

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