PART : A

Chapter – 1: Introduction

Future group is the Indian company which is headquartered in Mumbai, Maharashtra .The

company operates in many sectors like supermarket, fashion and life style, grocery etc.

Big Bazaar is part of Future Group, which also owns another giant store named Central

Hypermarket. It was started by Kishore Biyani, the Group CEO in the year 2001.

Big Bazaar is a chain of organized retail stores in India. Currently, there are 210 stores across 80

cities and towns in India. Big Bazaar is designed in the way that they can provide the mass

collection of bazaars or Indian markets in organized manner with wide range of merchandise

offerings including fashion and apparels, food products, general merchandise, furniture,

electronics, books, fast food and leisure and entertainment sections.

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.

Isse sasta aur accha kahin nahi!

Big Bazaar has clearly emerged as the favorite shopping destination for millions of its

consumers, across the country, it’s having success because they are having emotional bonding

with the Indian consumer, on account of its value offerings, aspirational appeal and service

levels. Big Bazaar has democratized shopping in India and is so much more than a hypermarket.
Here, one will find over 170,000 products under one roof that cater the every need of a family,

and this makes the Big Bazaar India’s favorite shopping destination.

At Big Bazaar, customers get the best products at the best prices from apparel to general

merchandise like plastics, home furnishings, utensils, crockery, cutlery, sports goods, car

accessories, books and music, computer accessories and many, many more.

Big Bazaar is the destination where customer get products available at prices lower than the

MRP, setting a new level of standard in price, convenience and quality.

If customer are a fashion conscious buyer who wants great clothes at great prices, Big Bazaar is

the place they should visit. Leveraging on the company’s inherent strength of fashion, Big

Bazaar has created a strong value-for- money proposition for their customers. This highlights the

uniqueness of Big Bazaar as compared to traditional hypermarkets, which principally revolve

around food, groceries and general merchandise.

PRODUCT CATEGORIES OF BIG BAZAAR

• Health and personal care • Footwear • Trolly bags

(non food) • Mens wear • Duffel Bags
• Food( Ready to eat) • Ladies Wear • Shoulder Bags
• Dairy product • Kids Wear • Hands Bags
• Fruits and vegetables
• Staple
• Bakery

FOOD FASHION LUGGAGE

• Toys • Large appliances ( • Kitchen utensils and

• Games Washing Machine, Plastic Items(Bucket,
• School Supplies Television etc.) Mug, Dustbin etc)
• Small Appliances • Home Decor
(Speaker, Iron etc.)
• Communication ( Cell
Phones)
GENERAL
TOY AND ELECTRONI
MERCHANDI
STATIONERY C
SE

MARKETING MIX OF THE PRODUCT

The marketing mix of Big bazaar consist of7 P’s of Service marketing mix

PRODUCT:

Big Bazaar is offering a wide range of products like apparels, food, farm products, furniture,

child care, toys, etc of various brands like Levis, Allen Solly , Pepsi, Coca- Cola, HUL, ITC,

P&G, LG, Samsung, Nokia, HP etc.

Big Bazaar also promotes a number of in house brands like:

• DJ & C

• Tasty Treat

• Clean Mate

• Sensei

• Care Mate

• Koryo and 44 other brands.

PRICING:

The pricing objective of Big Bazaar is to get “Maximum Market Share”. Pricing at Big Bazaar is

based on the following techniques:

• Value Pricing (EDLP – Every Day Low pricing): Big Bazaar promises the customer to

provide the lowest available price without coupon clipping, waiting for discount promotions, or

comparison shopping.

• Promotional Pricing: Big Bazaar offers financing at low interest rate. The concept of

psychological discounting (Rs. 99, Rs. 49, etc.) is also used to attract customers. It also caters on

Special Event Pricing (Close to Diwali, Gudi Padva, and Durga Pooja).

• Differentiated Pricing: Differentiated pricing i.e. difference in rate based on peak and

non-peak hours or days of shopping is also a pricing technique used in Indian retail, which is

aggressively used by Big Bazaar.

e.g. Wednesday Bazaar

• Bundling: It refers to selling combo-packs and offering discount to customers. The

combo-packs add value to customer and lead to increased sales. Big Bazaar lays a lot of

importance on bundling.

e.g. 3 Good Day family packs at Rs 60(Price of 1 pack = Rs 22)

5kg oil + 5kg rice + 5kg sugar for Rs 599

PLACE:

The Big Bazaar stores are operational across three formats — hypermarkets spread over 40,000-

45,000 sq ft, the Express format over 15,000-20,000 sq ft and the Super Centers set up over 1

lakh sq ft. Currently Big Bazaar operates in over 34 cities and towns across India with 116

stores. Apart from the Metros these stores are also doing well in the tier II cities. These stores are

normally located in high traffic areas. Big Bazaar aims at starting stores in developing areas to

take an early advantage before the real estate value booms. Mr. Biyani is planning to invest

around Rs 350 crore over the next one year expansion of Big Bazaar. In order to gain a

competitive advantage Big Bazaar has also launched a website www.futurebazaar.com, which

helps customers to orders products online which will be delivered to their doorstep. This helps in

saving a lot of time of its customers.

PROMOTION:

The various promotion schemes used at Big Bazaar include:

• “Saal ke sabse saste 3 din”

• Hafte ka sabse sasta din “Wednesday bazaar”

• Exchange Offers “Junk swap offer”

• Future card(3% discount)

• Shakti card

• Advertisement (print ad, TV ad, radio)

• Brand endorsement by M.S Dhoni and Asin

Big Bazaar has come up with 3 catchy lines written on hoardings taking on biggies like

Westside, Shoppers stop and Lifestyle. They are:

• “Keep West- aSide. Make a smart choice!”

• “Shoppers! Stop. Make a smart choice!”

• “Change your Lifestyle. Make a smart choice!”

PEOPLE:

• Well trained staff at stores to help people with their purchases

• Employ close to 10,000 people and employ around 500 more per month.

• Well-dressed staff improves the overall appearance of store.

• Use scenario planning as a tool for quick decision making multiple counters for payment,

staff at store to keep baggage and security guards at every gate, makes for a customer-friendly

atmosphere.

PROCESS:

Big Bazaar places a lot of importance on the process right from the purchase to the delivery of

goods. When customers enter the stores they can add the products they which to purchase in their
trolley from the racks. There are multiple counters where bill can be generated for purchases

made. Big Bazaar also provides delivery of products over purchases of Rs. 1000.

PHYSICAL EVIDENCE:

Products in Big Bazaar are properly stacked in appropriate racks. There are different departments

in the store which display similar kind of products. Throughout the store there are boards/written

displays put up which help in identifying the location of a product. Moreover boards are put up

above the products which give information about the products, its price and offers. Big Bazaar

stores are normally ‘U shaped’ and well planned & designed.

TARGET CUSTOMERS (profile: age, gender, life style, personality)

POSITIONING
COMPETITORS
 Reliance Retail

 Vishal Mega Mart

 Aditya Birla Retail(Mega More, Pantaloons, Planet fashion)

 D-Mart

 Shoppers Stop

 Best Price

MARKET SHARE