Big

Team

Mr. Siddhartha lal, Mr. Saurabh Kumar, Mr.

Sikander Khuswah, Mr. Sitakanta Behera Mr.
Sudhir Kumar
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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

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 lets

Located 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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Porters five force model

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Analysis
5 Forces

Analysis

Rivalry among the competitor

Reliance Retail, Aditya Birla Group , Vishal Retails,

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.
Unorganized retail

Threat of substitutes

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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

S
A
L
E
S

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Big Bazaar At BCG Matrix

M
A
R
K
E
T

H
I
G
H

G
R L
O O
W W
T
H
High
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Low

Market Share
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10

Marketing Mix
Process
Physical
Evidence

Product

7 P
Price

People

Place

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Promotion

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1.Product Mix

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12

Product Mix Cont..

ELECTRONICS
BAZAAR
Television sets
Washing
Machines
Refrigerator
Personal Care
mBazaar
Microwaves
Small Appliances
Laptops
Computer
Accessories
Kitchen
Appliances

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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

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OTHER SERVICES
Mr. right
Bakery
Loot Mart
Tulsi
Future Money
Future Generally

13

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

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Value Pricing

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Bundling

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3.Place
INDIA
Number of out let104;
Located at main
city-tier I & tier city-II;
Area-10,000sq ft120000 sqft;
High street area of
city; &
BIG BAZAR
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Approachable
destination.

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18

4.Promotion

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PROMOTION

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Big Bazaar
XIDAS, Jabalpur

20

5.People

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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
price

High
price

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low
servic
Big Bazaar
XIDAS,
e Jabalpur

24

Organization value and customer

value

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Guerrilla marketing strategy

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Future strategy of Big Bazaar

Front end
operation

Big Bazaar
Express
(<40000 sq.ft)
Standard
Big Bazaar
(40000 to 80000sq.
Ft)

Big Bazaar
Big Bazaar
Supercentres
(<75000 sq ft)

Back-end
Operation

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In JV with
Foreign Partner

27

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

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