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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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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Porter’s five force model

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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
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 unorganized 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
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Customer Segmentation
 Big Bazaar specifically targets working
women and home makers who are the primary
decision makers.
Big Bazaar targets higher and upper middle
class customers.
 The large and growing young working
population is a preferred customer segment.

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Target market strategy
Activities Target Marketing Mix
Adhar – Rural Centric Market 720 million consumer across 627000 Place
villages.

Tie up with IPL Sports lover 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

Improving Quality of product Prevailing as well as Prospect customer Product

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Positioning
High
service

Low price High

price

low 7
service
Marketing Mix

Process

Physical
Product
Evidence

7 ‘P’
People Price

Place Promotion

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1.Product Mix

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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

12/08/21 Big Bazaar 17

XIDAS, Jabalpur
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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