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04/08/23
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 $bn)
353 416 18
Share of organized retail (%) in India 7 12 71
Size of organized retail in India (in Rs)
78,300 Cr 2,30,000 Cr 194
Source: http://www.indiaretailing.com/india-retail-report.asp
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Kuber complex
Varanasi
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About Big Bazaar Hyper mart Chain of development store in India
Out let 104 out letsLocated 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
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Analysis 5 Forces Analysis
Rivalry among the competitor •Reliance Retail, Aditya Birla Group , Vishal Retail’s, Bharti and Walmart, etc
Threat of entrants • FDI policy not favorable for international players. • Domestic conglomerates looking to start retail chains. •International players looking to foray India.
Bargaining power of supplier •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.
Bargaining power of buyers • Consumers are price sensitive..•Availability of more choice.
Threat of substitutes •Unorganized retail
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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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Life cycle of Big Bazaar
SALES
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MARKET
GROWTH
Market ShareHigh
LOW
HIGH
Low
Big Bazaar At BCG Matrix
MARKET
GROWTH
HIGH
LOW
MARKET
GROWTH
HIGH
Low
LOW
MARKET
GROWTH
HIGH
High Low
LOW
MARKET
GROWTH
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Market ShareHigh Low
LOW
MARKET
GROWTH
HIGH
HighMarket Share
High LowMarket Share
High
MARKET
GROWTH
LowMarket Share
High
LOW
MARKET
GROWTH
LowMarket Share
High
HIGH
LOW
MARKET
GROWTH
LowMarket Share
HighMarket Share
High LowMarket Share
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MARKET
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LowMarket Share
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MARKET
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LowHigh
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MARKET
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LowHigh
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MARKET
GROWTH
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Physical Evidence
People
Place Promotion
Price
Product
Process
7 ‘P’
Marketing Mix
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1.Product Mix
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Product Mix Cont..ELECTRONICS
BAZAAR
• Television sets• Washing Machines• Refrigerator• Personal Care• mBazaar• Microwaves• Small Appliances• Laptops• Computer
Accessories• Kitchen Appliances
FASHION & JEWELLERY
•Footwear Bazaar•Beauty Care•Navara•Star Parivar•Meena Bindre
FURNITURE BAZAAR
•Living Room•Bed Room•Kitchen•Dinning Rooms•Kids Room•Been Bags•Paintings•Decorative Items
CHILD CARE & TOYS
•Kids Wear•Toy Bazaar•Stationary•Child Care
OTHER SERVICES
•Mr. right•Bakery•Loot Mart•Tulsi•Future Money•Future Generally
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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
BIG BAZAR
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 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 service
Low price High price
Organization value and customer value
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Guerrilla marketing strategy
Future strategy of Big Bazaar
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Big Bazaar Express
(<40000 sq.ft)
StandardBig Bazaar
(40000 to 80000sq. Ft)
Big BazaarSupercentres(<75000 sq ft)
In JV with Foreign Partner
Big Bazaar
Front endoperation
Back-endOperation
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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 will be appoint in all the store
Those customer who are very specific about their decision.
People
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 villages.
Place
Tie up with IPL Sports lover Promotion
Improving Quality of product Prevailing as well as Prospect customer Product
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Thank You
