Smart Bazaar, formerly Big Bazaar, is an Indian retail chain of hypermarkets, discount

department stores, and grocery stores. The retail chain was founded by Kishore Biyani under his
parent organisation Future Group,[3] which is known for having a significant prominence in
Indian retail and fashion sectors. Big Bazaar is also the parent chain of Food Bazaar, Fashion at
Big Bazaar[4] (abbreviated as fbb) and eZone where at locations it houses all under one roof,
while it is sister chain of retail outlets like Brand Factory, Home Town, Central, eZone, etc.

Smart Bazaar

Company type
Private
Industry
Retail
Founded
2001; 23 years ago as Big Bazaar
Founder
Kishore Biyani
Headquarters
Mumbai, Maharashtra, India
Number of locations
30 stores nationwide (August 25, 2019)[1]
Area served
India
Key people
Sarvesh Shivnath Shukla (Founder)
Sadashiv Nayak (President & CEO)[2]
Umashankar Shukla (Director)
Products
ElectronicsMovies and musicHome and furnitureHome
improvementClothingFootwearJewelleryToysHealth and beautyPet suppliesSporting goods and
fitnessAutoPhoto finishingCraft suppliesParty suppliesGrocery
Owner
Reliance
Parent
Reliance Retail

Founded in 2001,[5] Big Bazaar is one of the oldest[6] and largest hypermarket chains[7][8] of
India, housing about 300+ stores in over 120 cities and towns across the country.[9] In February
2022, Reliance Industries took control of over 200 Future group stores and rebranded Big Bazaar
as Reliance’s Smart Bazaar Stores.[10]

INTRODUCTION:
BIG BAZAAR is a name renowned in Retail. It is now a brand image in private retailsector. Wal-
Mart is the retail stores of USA and is known all over the world for itsfashionable and affordable
materials and is known as one of the best in its field, bigbazaar can be said as the Wal-Mart of
India running a chain of more than 100 retailstores in India.People around the country thinks that
big bazaar is inspired from Wal-Mart and it isquite obvious to think as Wal-Mart is world leading
chain of retail shopping butactually the idea of big bazaar came to the CEO Kishore Biyanifrom
a 25 years old
Store “Saravana” which was owned by a family and worked on the philosophy of “lowmargin
high turnover”.
Following its slogan of “isse sasta or achha kahin nahi”(Meaning cannot find cheaper
And better than this anywhere) it provides the consumer with the best of thematerials at a rate
less than rest of the market.Big bazaar is the subsidiary of Future Group, Pantaloons Retail India
ltd.The brain behind big bazaar is the CEO of Future Group Mr. Kishore BiyaniFuture group is
has various brands like Pantaloons, F123, Copper Chimney, Etam,Staples, One Mobile, Urbana,
Brand Factory, LootMart, HomeTown and Central. Bigbazaar covers all parts of India including
the metro cities Kolkata, Delhi, Chennai, andMumbai.Big bazaar started with its first store in
Kolkata, west Bengal in 2001 and now ownsmore than 100 stores all over India making itself the
fastest growing retail chain inIndia and leaving all its competitors behind.
WHY BIG BAZAAR?
Indian retail sector is witnessing one of the most hectic Marketing activities of alltimes. The
companies are fighting to win the hearts of customer. There is always a
‘first mover advantage’ in an upcoming sector. This advantage goes to “BIG BAZAAR”
In India. It has brought about many changes in the buying behavior of people as BigBazaar
provides all items in one roof at low rates.
The consumer’s preferences are changing & they are moving from shops stores to
Moder
N Retail outlet. It’s the main challenge to the Modern retail outlets to attract
The customers towards them from that of competitors. To attract more customerscompanies have
to carry out the promotional activities in unique way. BIG BAZAARhas maintained that
uniqueness & has succeeded in attracting customers.

The promotional activity of the company, which famous as Less Price than others as it
Says’Nobody Sells Cheaper and Better!’is made its place in minds of customer. As the
Competition is becoming stiff in the market the activities conducted by the companyare unique,
that have brought fruitful result to the company. Among them salesPromotions is one of the
leading activity or unique among all other activities & hashigh influence on the customer walk-
in.
OBJECTIVES:

To know the effective marketing strategy which influence customer topurchase a product of Big
Bazaar.


To know the marketing and promotional strategy of big bazaar.

How Big Bazaar Establish and maintain its position in retailing throughpromotion.
LITERATURE REVIEW:RELATED CASE STUDY:
A lot of case studies have been done before on this topic and its different aspects asmy focus is
on leading towards success through the low cost strategy which isfollowed by big bazaar, one of
them is described below:
Building brand through challenge:
In 2001, PRIL opened its first ‘Big Bazaar,’ a 30,000 square feet store in Kolkata. Themajor USP
of the ‘Big Bazaar,’ store was low pricing. These stores offered the best
Price proposition to customers.As part of this, the stores focused less on branded items and more
on unbrandedproducts with the same quality as branded ones, at a much cheaper rate.
Commenting on this, Biyani said, “We are not in the business of selling ambience, but
In the business of
Giving the best possible deals to our consumers.”…
The first Food Bazaar was set up in Lower Parel in suburban Mumbai in 2001. Food
Bazaars represent PRIL’s foray into yet another value retailing business, focusing on
Food and grocery products. These stor
Es were designed based on PRIL’sunderstanding of the emotional and rational needs of Indian
housewives…

The tremendous success of the ‘Pantaloons,’ ‘Big Bazaar’ and ‘Food Bazaar’ retailing
Formats, easily made PRIL, the #1 retailer in India by the early 2004, in terms ofturnover and
retail area occupied by its outlets.

In the fiscal year ended June 30, 2003, PRIL increased its retail area by 66% to586,000 sq. ft and
reported revenues of Rs 4.45 billion, a 56% increase over fiscal2002. Its net profits rose by 63%
to Rs. 114.1 million in fiscal 2002-03, over theprevious year.
Big Bazaar has positioned itself as a ‘value for money proposition for Indian family’
Retail store. They wanted to promote Big Bazaar as a retail store which gives itscustomers
maximum advantage over other retail stores by catering to all their needsbudget wise and income
level wise.
‘Sabse Saste 3 Din’(the cheapest 3 days) brain child ofMr. Sadashiv Nayak, President
Big Bazaar and Rajan Malhotra, President
–
Strategy and Convergence, Big Bazaar,
Believe that ‘Consumers are always looking for best value for their money. BigBazaar’s Sabse
Saste 3 Din is a great opportunity for them to save money and gets
Best products at the best possible prices. These three days have come to truly signify
Freedom from high prices for consumers in the country.’

Maha Bachat’ ( save money) was introduced five years back ( in the year 2006 ) and it is still
running very successfully. It is known as one of India’s mega shopping
Campaign.Continuing its efforts to provide the best shopping deals and savings to Indian
Consumers, Big Bazaar is always set to make Republic Day and Independence Day’s
Shopping, truly memorable, with rock bottom prices, best possible discounts andmega
offers.Apart from the flagship Big Bazaar and Food Bazaar stores, other future group
retailformats like Furniture Bazaar, Electronic Bazaar, Depot, and Home Bazaar stores arealso a
part of this mega campaign. From daily household needs of food and groceryto apparels,
4P’S OF
MARKETING:
“Marketing” is the promotion of products, especially advertising & branding.
Marketing practice tends to be seen as a creative industry, which includesadvertising, distribution
and selling.Marketing mix is a deciding factor in formulating marketing techniques for
thesuccess of a particular brand, commodity or company. The components of marketingmix are:
PRODUCT:

Big Bazaar offers the maximum variety for every category of product. The product is the same in
every store in the city but the brand options are more in Big Bazaar and the quantity for each
product is not limited to large packs only. The commodities
Sold by the retail chain includes its “own products” which get a ready distribution
Network. The own products of Big Bazaar include My World fashion magazine whichis not
available anywhere else. So costs are very low for such products.
PRICE:
Price is the critical point in a competitive industry. Big Bazaar works on a low costmodel. It
considers its discounted price as its USP. There is an average discount of 6-8% on all items in
respect to their MRP. Prices of products are low because it is ableto secure stock directly from
the manufacturer. There are huge synergies in terms ofbulk purchasing, transportation and central
warehousing. These all factors are veryhelpful for the retailers to keep low prices.
PLACE:
Place means the location of the business. Big Bazaar has always worked on cheaplocations. It
targets semi-urban population with its placement. Its strategy is to find alow-cost location and it
never goes for hot spots in the city. It relied on promotionalactivities to make up for unattractive
locations. Another strategy used by Big Bazaarto overcome location disadvantage is use of
internet. It has launched a merchandiseretailing website www.futurebazaar.com which targets
high-end customers ready touse credit cards. The promotion of this website is done through
advertisement onGoogle. The website is put as sponsored link.
PROMOTION:
Big Bazaar has huge promotion budgets. The biggest idea behind all advertisementsis to make
people do bulk shopping. There are 2 types of promotional strategies ofbig bazaar. One is the
advertisement which promotes the brand and createsawareness towards people. It is not targeted
at promoting each store but onlycreates an image of Big Bazaar as low-cost shopping option. The
store has advertisedthrough TV, road shows and also started reality show-typed promotional
campaign
“The Big Bazaar Challenge.” Promotions like “Sabse Sasta Din”(Cheapest Day
) are avery successful strategy to get good results. In this products across categories suchas
furniture, electronics, utensils, apparels and food products at the lowest possibleprices, coupled
with attractive promotional schemes. Some of the most attractiveoffers being a 20-litre branded
microwave oven with grill for Rs 2,399, jeans andtrousers for Rs 199 and HCL laptops for Rs
22,800.