Future Retail Limited is an India-based company, which is engaged in the business of

retailing a range of household and consumer products through departmental store facilities
under various formats. The company is primarily engaged in the business of multi-brand
retail trade and offers consumer durable goods, fashion, food, electronics, and other
products.

Market Leading Brands

Brand: Biz Bazaar

Big bazaar is a major shopping complex for today's customers. It is a place where customers
find variety of products at a reasonable price. Big bazaar has a good reputation of itself in
the market. It has positioned itself in the market as a discounted store. It holds a huge
customer base. The majority of customers belong to middle class family.
Brand Awareness
Biz Bazaar enjoys high brand awareness with high percentage of recall among the various
hyper markets present in India. Being the pioneer in offering customers convenience and
value, and through various marketing campaigns, it became one of the most recognised
brands in hypermarkets segment in India.
Brand Personality
Brad Personality refers to a set of human attributes that one can associate with the brand.
Big Bazaar as the name suggests offers huge variety of products to its customers under one
roof with focus on providing them at lower prices.
Brand Image
Biz Bazaar offers value for money products. Also, from its positioning strategy, its tagline
“Isse Sasta Aur Accha Kahin Nahin” and then to “Naye India Ka Bazaar” shows that the
company has been continuously working on changing its brand image. The rebranding was
supported by the launch of a 360-degree campaign and revived the idea of amalgamating
the look, touch, and feel of Indian bazaars with the choice, convenience, and hygiene that
modern retail provides.
Brand Equity
Brand Equity is defnied by various dimensions. Brand loyalty, perceived quality/leadership,
associations/differentiation, awareness and market behavior are the various dimensions
acting as sources of brand equity. While Big Bazaar has high brand awareness and
association, brand loyalty has more been determined by the kind of prices it offers. Due to
low switching costs and brands focus on low price in initial days, the customers might be
ready to switch if offered an alternative. But the company has been continuously working
towards building long term relationships with the customer thus improving its brand equity
over the period.

Answer 4: New Brand launch using Brand Extension

With company’s focus on Food, Fashion and Home, one can look at how company can we
leverage its current brands in differentiating its products specially when big conglomerates
such as Walmart and Reliance are fighting for share.
The Fashion category currently is catered through various private labels housed under “fbb”
providing consumers “fashion at affordable price”.
Thus, we want to extend this for creating a premium brand for offering differentiated
fashion products. This would be similar to the concept of BIG BAZAAR NEXT GEN. So we
would be launching an extended brand of fbb where company’s focus will be on
experiential and smarter shopping via use of technology, innovation in services, layouts and
sections and digital interfaces.
It will be targeted towards middle to higher income group customers who are willing to pay
extra for better services. The apparel offered here would be of better quality launched
under premium private labels introduced by the company.