Ram Big Bazar Case Analysis

7/18/2019 Ram Big Bazar Case Analysis

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Big BazaarPresentation by:

Anirudha Nandy

Nonie Sudan

Sukanya Baala Padhi



1.Analyze Big Bazaar’s market strategy with respectto concept o moti!ation in terms o segmentation"

ad appeal and positioning.

• Segmentation:• the middle and lower middle class o the society

• target segment: home maker

• primary moti!e: sa!ings while gi!ing best or theamily.

• moti!ating actor: household to buy rom BigBazaar was #Price diference’

• Attracted Price sensiti!e class• $iscounts and seasonal o%ers on di%erent

products.





• Ad&Appeal: – 'sse Sasta Aur Achaa (ahin Nahin

– Price )hallenge *%er – Purana $o Naya +o

• price sensiti!ity which was their !alue

proposition• ,sing psychological discounting as

promotional tool

•

warehouse ormat ambience- alocal market like eel

• $id not ollow the super mart

ambience





• Positioning:

• ‘value or money’

• ocuses on high customer !alue

Big Bazaar

igh price+ow price

igh ser!ice

+ow ser!ice



Strategy to /oti!ation

+earning rom 0ternalStimuli

,nul2lledNeed

3Buying needo consumer4

5ension30posure

towards eternalinormation and

o%ers pro!idedby Big Bazaar i.e.

less priced" adappeal" specialo%ers etc. toenhance the

decision making

process.4

$ri!e3$ri!ing

orces likethe price

di%erentiatorand discount4

Beha!ior6*utco

me3Buying

rom

BigBazaar

andul2lling

theneed4



7. ' Big Bazaar targets a di%erent segment thenwhat would be its strategy in terms o segmentation" ad appeal and positioning.

“New Gen Shopping eperience!

• Segmentation:• middle and upper middle class o the society

• 8rom price sensiti!ity to sell products o upperrange which are comparati!ely high priced.

• Product line to attract upper end o the marketplus plush ambience

• igh end ser!ice and reinorcement



• Ad&Appeal:• new promotional strategy: changing the perception o

the people rom #!alue or money’ to more eperience

oriented• eperience shopping

• Social /edia promotions regarding o%ers andpromotions

•

)elebrity endorsement to showcase young aspiringworking class

• Promote well&being o amily and 9uality ambience orchildren" old&age people

• Positioning:• 9uadrant o high ser!ice and high cost

• 8ocus shit to eperience rather than price

• )ompetitors: Auchan" estside ;ourmet"







Big Bazaar

igh ser!ice

igh price

+ow ser!ice

+ow Price

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Ram Big Bazar Case Analysis