MERCHANDISING PHILOSOPHY OF BIG BAZAAR

Presented By
Abdul Abid Khan

THE STRATEGY: savings is the key to the Indian middle class consumer. The Concept of Big Bazaar as the store offers large mix of

products at a discounted price, the name Big Bazaar was finalized. The idea was to recreate a complete bazaar, with a large product offering & offer a good depth & width in terms of range. Price was the basic value proposition at Big Bazaar Big Bazaar outlets sold a variety of products at prices; which were 5 to 70% lower than the Market Price. The catch line Is se sasta aur kahi nahi emphasized the value of the Mall.

SELECTING THE LOCATION: The main consideration while selecting the location was

whether the low margin on the products would allow the company to sustain growth. The group conducted a study & it was found that for a store like Big Bazaar, a large catchment area is needed. In Bhubaneswar they have two stores located at Vani Vihar & Magnetic Square.

THE MERCHANDISE MIX: Large Product mix offered by Big Bazaar was the

main attachment. The World stocked about 105000 items in over 18 product Categories. In first year apparel accounted for 70% of the off take & the price was largely responsible for the success. Price range starts from Rs 49 to Rs 250,000 according to the needs of customers. Buying Process for most of the categories at big Bazaar is largely price driven.

STORES DESIGN: It tells the customer what the store is all about. It

creates an image in the minds of Customer .It is the starting point of all marketing efforts. For a customer store needs to be easy to navigate, it must appeal to his sensory Perceptions & must create a sense of belonging sense of relationship. The environment created in retail store is a combination of exterior look, store interiors, the atmosphere in the store & events promotions & themes which form a part of retail store.

EXTERIOR DESIGN:

Storefront: total physical exterior of store, including marquee, entrance, windows, lighting, and construction materials. Marquee: is a sign that displays the stores name. Store entrances: Three decisions about entrances are necessary: The number; The type (revolving; electric, self-opening; regular, push-pull; or climate-controlled open entry) & Walkways.

Display windows: to identify the store and its offerings, and to induce people to enter.
Parking facilities: It is easily accessible either from Jaydev Vihar.

It has got a spacious parking lot also.

It has got a massive appeal, exterior look justifies its name Big Bazaar

INTERIOR STORE DESIGN:Flooring Colours Lighting Scents Sounds Store fixtures Wall textures Temperature Store cleanliness Big Bazaar is the three storied building, the ground floor with food & beverages. The first floor is completely apparels & home & personal care. The Second floor is completely with jewellery & decoration materials & the third floor is all about shoes, casuals, child care & toys.

Floor Plan Where merchandise & customer service department is

located. How much customers circulate through the store, & how much space is dedicated to each department.

PROMOTION:-

The main idea behind every effort is to make a bulk

purchase. Saal ke sabse sasta 5 Din is the slogan of BIG BAZAAR. Advertisement (Print AD,TV AD,Radio AD) Point of purchase Promotion.

How is the merchandising philosophy effect?

It has been found out that most of the people in

Bhubaneswar city visit malls for refreshment and enjoy. Most of the people are brand loyal and most of them stack to the brand they like. Advertising plays a very crucial part in the consumer decision making process and Big Bazaar is Known for Advertisement.

THANK YOU