HISTORY OF BIG BAZAR

Big Bazaar was launched in September, 2001 with the opening of its first four
Stores in Calcutta, Indore, Bangalore and Hyderabad in 22 days. Within a span of ten
years, there are now 161 Big Bazaar stores in . By September 2012 BIG BAZAAR will have
two more stores in North east namely SILCHAR and JORHAT in Assam.
Big Bazaar was started by KishoreBiyani, the Group CEO and Managing Director
of Pantaloon Retail India. Though Big Bazaar was launched purely as a fashion Format
including apparel, cosmetics, accessory and general merchandise, over the years Big Bazaar
has included a wide range of products and service offerings under their retail chain. The
current format includes Big Bazaar, Food Bazaar, Electronic Bazaar and Furniture Bazaar.
The inspiration behind this entire retail format was From Saravana Stores, a local store in T.
Nagar, Chennai.
As we are now in the era of booming retailing lot of organization are entering into
the retail market. In India Future Group Pantaloon company is one of the greatest retailing
companies with its retail format called Big Bazaar. In my summer Inplant project Im doing
live project, on a A analysis oncustomer of Big-Bazaar at Hubli. ( to improve customer
walk-in at big bazaar) And also to know what are the factors which customers think before
visiting Big Bazaar.
Need for the studyBig Bazaar has newly established its Hubli store on last 29 th July 2007. The Big
Bazaar has done analyzing of projects to know the consumer expectation, consumer
satisfaction level and now the Big Bazaar has gained good grip on the Hubli market, but still
want to increase the walk-in in Big Bazaar. So the main need for the study is to know how to
increase the walk-in Big Bazaar.

INTRODUCTION TO BIG BAZAAR

It is a chain of shopping malls in India currently with 31 outlet owned by Kishore
Biyanis Pantaloon Group. Big bazaar is not just another hypermarket, but also provides the
best products at the best price. It Reflect the look and feel of Indian bazaars at their modern
outlets. All over India, Big Bazaar attracts a few thousand customers on any regular day. Big
Bazaar is a chain of department stores in India, currently with 92 stores. It is owned by the
Pantaloon Retail India Ltd, Future Group. It has considerable success in many Indian cities
and small towns.
A department store is a retail establishment which specializes in selling a wide range
of products without a single predominant merchandise line. Department stores usually sells
products including apparel, furniture, appliances, electronics, and additionally select other
lines of products such as paint, hardware, toiletries, cosmetics, photographic equipment,
jewelery, toys, and sporting goods.
The idea was pioneered by entrepreneur Kishore Biyani, the CEO of Future Group.
Currently Big Bazaar stores are located only in India. It is the biggest and the fastest
growing chain of department store and aims to have 150 outlets by June 2015 and 350 stores
by the end of year 2016.

THE BIG BAZAAR PROMISE

1. MANUFACTURERS WARRANTIES ON ALL PRODUCTS:

Big Bazaar promises to sell only the original products from the authorized dealers;
so that all applicable products carry the original manufacturers warranty. To service any
product purchased at Big Bazaar, customer can visit the authorized service centre of the
manufacturer. The invoice accompanying the product is the warranty document.
2. GUARANTEED DELIVERY:
Big Bazaar guarantees to deliver the exact product that has selected, without
defects. In case of receiving a different product, or if the product is damaged in transit, the
customer should contact it within the stipulated time period and Big Bazaar will ensure that
it is replaced or refunded.
3. SECURE PAYMENT:
It commits to ensure that no payment misuse happens, so we work with banks and
payment gateways to ensure that your information is protected. Payments are protected both
by it and by the policies of customers bank, and the chances of fraud in these channels are
actually very low. Big Bazaar openly publishes its office addresses and is part of Indias
largest retail company with a presence all over India so you know how to contact us in
person, if required.

4. OUR SIMPLE 15-DAY RETURN POLICY:

If customer has purchased something at Future Bazaar and the product did not meet
its expectations or does not fit to his needs, then it can return the product to us; no questions
asked, as long as it is in its original packaging and accompanied by its invoice. We will even
make the return process simple for you just contact our customer support and well arrange
to pick up the product from your home. Alternately, you can drop it off at the nearest Big
Bazaar.
5. PROMPT CUSTOMER SUPPORT:
Our customer support is manned by dedicated call centre personnel, who can take
decisions and resolve your problems. They are eager to solve your problems and are aware
of the processes and means to handle them. In case they cannot solve the problem at their
end, they will trigger the required action on your behalf or advise you the best possible
method to a successful fulfillment of all your queries/issues. Be assured that when you call
us, your call is being taken seriously.
BIG BAZAAR PROMISES-------

PORTFOLIO MANAGEMENT
The Future Group has built a strong portfolio of some of the fastest growing
consumer brands in India. This activity is led through Future Brands India Limited, a
specialized subsidiary company that was set up to create and build powerful brands that
address the aspirations of the new Indian consumer.
Some of the key brands in this portfolio include, John Miller, Lombard, Bare,
DJ&C, Buffalo and RIG in the fashion and apparel space. Dream line, present in the home
segment, offers a wide range of products in kitchenware, bed & bath linen, and Home Dcor
categories.
In the food and home care segment brands include Tasty Treat, Premium Harvest,
Fresh & Pure, Care Mate and Clean Mate.

ETMLOSDNAGRPBU-I

In consumer durables and electronics space, the groups brands include Koryo and
Sensei.

PRODUCT LINE

Here, one finds over 170,000 products under one roof that cater to every need of a
family, making Big Bazaar Indias favorite shopping destination. Where Big Bazaar scores
over other stores is its value for money proposition for the Indian customers. Big Bazaar,
one finds a huge variety of products to select from with a good price and quality. 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 at surprisingly low prices.
In recent years, Big Bazaar has adopted value pricing in which they win loyal
customers by charging a fairly low price for a high quality offering. However, consistent
low price for the products is not only the universally desired characteristic.

MARKETING STRATEGY

PROCESS FOLLOWED
Segmentation, targeting, and positioning together comprise a three stage process. We
Determine which kinds of customers exist,
Select which ones we are best off trying to serve,

Implement our segmentation by optimizing our products/services for that segment and
communicating that we have made the choice to distinguish ourselves that way.

1) SEGMENTATION
Segmentation involves finding out what kinds of consumers with different needs exist. In
the auto market, for example, some consumers demand speed and performance, while others
are much more concerned about roominess and safety. In general, it holds true that You
cant be all things to all people, and experience has demonstrated that firms that specialize
in meeting the needs of one group of consumers over another tend to be more profitable.

Several different kinds of variables can be used for segmentation: Demographic variables essentially refer to personal statistics such as income, gender,
education, location (rural vs. urban, East vs. West), ethnicity, and family size.
Campbells soup, for instance, has found that Western U.S. consumers on the average
prefer spicier soupsthus, you get a different product in the same cans at the East and
West coasts. Facing flat sales of guns in the traditional male dominated market, a
manufacturer came out with the Lady Remmington, a more compact, handier gun
more attractive to women. Taking this a step farther, it is also possible to segment on
lifestyle and values.
Some consumers want to be seen as similar to others, while a different segment wants
to stand apart from the crowd.

 Another basis for segmentation is behavior. Some consumers are brand loyali.e.
they tend to stick with their preferred brands even when a competing one is on sale.
Some consumers are heavy users while others are light users. For example,
research conducted by the wine industry shows that some 80% of the product is
consumed by 20% of the consumerspresumably a rather intoxicated group.
One can also segment on benefits sought, essentially bypassing demographic
explanatory variables. Some consumers, for example, like scented soap (a segment
likely to be attracted to brands such as Irish Spring), while others prefer the clean
feeling of unscented soap (the Ivory segment). Some consumers use toothpaste
primarily to promote oral health, while another segment is more interested in breathe
freshening.

2) TARGETING
1. In the next step, we decide to target one or more segments. Our choice should generally
depend on several factors: First

How well are existing segments served by other manufacturers? It will be more difficult to
appeal to a segment that is already well served than to one whose needs are not currently
being served well.
Secondly
How large is the segment, and how can we expect it to grow?
Thirdly
Do we have strengths as a company that will help us appeal particularly to one group of
consumers?

2. Big Bazaar targets higher and upper middle class customers.

3. The large and growing young working population is a preferred customer segment.
4. Big Bazaar specifically targets working women and home makers who are the primary
decision makers. It is part of Big Bazaars new Guerrilla Marketing Strategy.
5. Guerrilla force is divided into small groups that selectively attack the target at its weak
points. Guerilla marketing is just one of the strategies and surely one can learn a lot from the
ongoing battle, especially people interested in marketing/marketing techniques.

3) POSITIONING

Positioning

involves implementing our targeting.

For example, Apple Computer has

chosen to position itself as a maker of user-friendly computers.

4) MARKETING MIX

Main Aspects of Marketing MiX

The easiest way to understand the main aspects of marketing is through its more famous
synonym of "4Ps of Marketing". The classification of four Ps of marketing

includes

marketing strategies of product, price, placement and promotion. The following diagram is
helpful in determining the main ingredients of the four Ps in a marketing mix.

PRODUCT:
In simpler terms, product includes all features and combination of goods and related services
that a company offers to its customers.
Product is the most important aspect of marketing mix for two main reasons. First, for
manufacturers, products are the market expression of the company's productive capabilities
and determine its ability to link with consumers. So product policy and strategy are of prime
importance to an enterprise, and product decisions dictate the scope and direction of
company activity. Moreover, the market indicators such as profits, sales, image, market
share, reputation and stature are also dependent on them. Secondly, it is imperative to realize
that the product of any organization is both a component and a determinant of the marketing

mix as it has a great influence on the other elements of the mix: advertising, personal selling,
channels of distribution, physical distribution and pricing. So without proper product policy,
a company can not pursue for further elements of marketing mix.
PRICING:
Pricing is basically setting a specific price for a product or service offered. In a simplistic to
the concept of price as the amount of money that customers have to pay to obtain the
product. Setting a price is not something simple. Normally it has been taken as a general law
that a low price will attract more customers. It is not a valid argument as customers do not
respond to price alone; they respond to value so a lower price does not necessarily mean
expanded sales if the product is not fulfilling the expectation of the customers
Generally pricing strategy under marketing mix analysis is divided into two parts: price
determination and price administration (ibid).
Price determination is referred to as the processes and activities employed to arrive at a price
for a product including consideration of relative prices of products within the same line, and
differences in price for similar products of differing grades and qualities.
Price administration is referred to as the activities involved in fitting basic prices to particular
sales situations such as geographic locale, functions performed by customers, position of
distribution channel members, or special sales situations.

PLACEMENT:
Placement under marketing mix involves all company activities that make the product
available to the targeted customer while planning placement strategy under marketing mix
analysis, companies consider six different channel decisions including choosing between
direct access to customers or involving middlemen, choosing single or multiple channels of
distributions, the length of the distribution channel, the types of intermediaries, the numbers
of distributors, and which intermediary to use based on the quality and reputation .
PROMOTION:
Promotional strategies include all means through which a company communicates the
benefits and values of its products and persuades targeted customers to buy them . The best
way to understand promotion is through the concept of the marketing communication
process. Promotion is the company strategy to cater for the marketing communication
process that requires interaction between two or more people or groups, encompassing
senders, messages, media and receivers

Limitation of Marketing Mix Analysis (4Ps of Marketing)

Despite the fact that marketing mix analysis is used as a synonym for the 4Ps of Marketing,
it is criticised on the point that it caters seller's view of market analysis not customers view.
To tackle this criticism, attempted to match 4 Ps of marketing with 4 Cs of marketing to
address consumer views:
Product Customer Solution
Price CustomerCost
Placement Convenience
Promotion Communication

5) RETAIL MIX
1. Merchandise assortment
The company was looking for a solution that would bring all of its businesses and
processes together. After a comprehensive evaluation of different options and software
companies, the management at Pantaloon decided to go in for SAP.
Some of the qualities of SAP retail solutions are that it supports product
development, which includes ideation, trend analysis, and collaboration with partners in the
supply chain; sourcing and procurement, which involves working with manufacturers to
fulfil orders according to strategic merchandising plans and optimise cost, quality, and
speedvariables that must be weighted differently as business needs, buying plans, and
market demand patterns change; managing the supply chain, which involves handling the
logistics of moving finished goods from the source into stores and overseeing global trade
and procurement requirements; selling goods across a variety of channels to customers,
which requires marketing and brand management; managing mark-downs and capturing
customer reactions, analysing data, and using it to optimise the next phase of the design
process.

2. Place
In the channels of distribution, the physical facilities point of location.

3. Price

4. Visual merchandising
Visual merchandising supports:-

Sales
Retail strategies
Communicates with customers
Communicates image
Supports retailing trends.

Visual merchandising includes:1. Interior merchandising

Sufficient visual merchandizing within the store that included danglers, signage, standees,
distribution of pamphlets, which gave details of the offer.
Display, point of purchase, fixture, equipment and furnishings store layout.
Product packaging and labels.
2. Exterior merchandising
TVC on popular entertainment channels like Star Plus, Sony, Set Max, and Star One.
Road shows carried out by the Big Bazaar staff with announcements about the offer to
make people aware.
Newspaper ads in almost all the local dailies like Sakal, The Times of India, on different
days during the period of the offer.

Store atmosphere.

6) RETAIL PROMOTION MIX

1) ADVERTISING
Advertising is recognized as an indispensable tool of promotion. It has acquired a lot
of significance in the national and international markets. With the advent of globalization
and liberalization its imperativeness in the Indian retail sector has increased as a result of
competitions, latest technologies, and the rapidly changing consumer lifestyles.
A. Objectives of Advertising:

The fundamental objective of advertising is to sell something a product,

service,or an idea.
The Major Objectives of advertising are:
1. To promote a new product.
2. To warn the public against imitation of the retailers product.
3. To manage competition in the market.
B. Benefits of Advertisements:
1. Advertisement helps in creating awareness among the customer about the existence,
price, and availability of product.
2. Increases the utility of existing products.
3. It educates customer about new product and their diverse

uses.

C. Types of advertising:
1. Informative Advertising:
Purchases of durable products are generally erratic and often too expensive to buy, so
the retailer spends a huge amount on

informative

advertising.

2. Corporate Advertising:
Its main motive is to build a corporate image. Corporate Advertising builds up retailer
image. It increases goodwill towards

the

retail

organization.

3. Financial Advertising:
It refers to advertisements by various financial institutions. Big Bazaar has also tied
up with ICICI bank, which provide information about the investment opportunities and the
risks and benefits.

4. Classified Advertising:
It refers to messages, which are placed under specific headings and columns in
various magazines and newspapers.

2) PROMOTION:
Promotion can be loosely classified as "above the line" and "below the line"
promotion. The promotional activities carried out through mass media like television, radio,
newspaper etc. is above the line promotion.

The terms 'below-the-line' promotion or

communications refers to forms of non-media communication, even non-media advertising.

Below-the-line promotions are becoming increasingly important within the communications

mix of many companies, not only those involved in fmcg products, but also for industrial
goods.

1. BELOW THE LINE SALES PROMOTION

Some of the examples of BTL (below the line) promotions are by exhibitions,
sponsorship activities, public relations and sales promotions like giving freebies with goods,
trade discounts given to dealers and customers, reduced price offers on products, giving
coupons which can be redeemed later etc.
Below the line sales promotions are short-term incentives, largely aimed at
consumers. With the increasing pressure on the marketing team to achieve communication
objectives more efficiently in a limited budget, there has been a need to find out more
effective and cost efficient ways to communicate with the target markets. This has led to a
shift from the regular media based advertising.
Methods of below the line sales promotion:a. Price promotions
Price promotions are also commonly known as" price discounting". These can be done in
two

ways:-

1. A discount to the normal selling price of a product, or more of the

product

at

thenormal price.

2. Price promotions however can also have a negative

reputation or just a temporary sales

effect by spoiling the brand

boost (during the discounts).

b.Coupons
Coupons are very versatile, way of offering a discount. Following are the examples of the
use of coupons: On a pack to encourage repeat purchase
In coupon books sent out in newspapers allowing customers to redeem the coupon at a
retailer.
A cut-out coupon as part of an advert.
On theback of till receipts.
The key objective with a coupon promotion is to maximize the redemption rate this is the
proportion of customers actually using the coupon. It must be ensured when a company uses
coupons that the retailers must hold sufficient stock to avoid customer disappointment. Use
of coupon promotions is often best for new products or perhaps to encourage sales of
existing products that are slowing down.
c. Gift with purchase
The "gift with purchase" is a very common promotional technique. In this the customer gets
something extra along with the normal good purchased.
d. Competitions and prizes
This is an important tool to increase brand awareness amongst the target consumer. It can be
used to boost up sales for temporary period and ensure usage amongst first time users.

e. Money refunds
Here, a customer receives a money refund after submitting a proof of purchase to the
manufacturer. Customers often view these schemes with some suspicion particularly if the
method of obtaining a refund looks unusual

or onerous.

f.Frequent user / loyalty incentives

Repeat purchases may be stimulated by frequent user incentives.
g. Point-of-sale displays
A data collection system that electronically receives and stores bar code information derived
from a sales transaction. This could the zip codes for library users, facilitating the library in
determining geographic market are that users reside in. Most of the big brands are following
the suit of BTL promotion because of rising prices of media based promotion,advertising
clutter and increased impulse purchasing.
BTL promotions are gaining popularity among all big companies nowadays considering their
effectiveness because of the "individual customer promotion" at a price, which is much
lesser than the normal media promotions.
E.g.
Big

Bazaar's `junk' swap

offer

Big Bazaar is launching a promotional offer from Saturday, with the slogan, "Bring anything
old and take something new".
The prices fixed by Big Bazaar are: clothes (Rs 200 per kg), newspaper (Rs 25 per kg),
plastics/utensils/leather goods (Rs. 75 per kg), footwear/luggage (Rs. 100 per kg), Pet/beer
bottles (Rs 15 per kg), tyres (Rs 50 per kg), furniture (Rs 75 per kg) and others (Rs 20 per
kg).

"This offer will help the housewife clean out the junk while getting a good value for it.

3. PERSONAL SELLING:
Persuasive communication between a representative of the company and one or
more prospective customers, designed to influence the person's or group's purchase decision.

4. PUBLICITY OF PRODUCT:
Publicity non-personal communication in news story form about an organization, its
products or both, that is transmitted through a mass medium at no charge.

5. PUBLIC RELATION:
Public relations the planned and sustained effort to establish and maintain goodwill
and mutual understanding between an organization and its target publics.

6.INTERNAL ATTRIBUTES:
Envelope Something that envelops; a wrapping. A products wrapping affects a lot
on its sale. More customers are attracted if envelope is very attractive.
7. LOGISTICS:
Logistics is the art and science of managing and controlling the flow of goods ,
energy, information and other resources like products, services and people from the source of
production to the marketplace.

Its Important to have professional logistical support

logistical. The operating responsibility of logistics is the geographical repositioning of raw

materials, work in process and finished inventories where required at the lowest cost
possible.
8. SUPPLY CHAIN:
Supply chain, is a coordinated system of organizations, people, activities,
information and resources involved in moving a product or service in physical or virtual
manner from supplier to customer. Supply chain activities transform raw materials and
components into a finished product that is delivered to the end customer.