BIG BAZAAR

COMPANY PROFILE

Big Bazaar is part ofFuture Group founded in

2001.
Big Bazaaris a chain ofhypermarket in India.
There are 214 stores across 90 cities and
towns in India covering around 16 million
sq.ft. Of retail space
Big Bazaar offers a wide range of merchandise
including fashion and apparels, food products,
general merchandise, furniture, electronics,
books, fast food and leisure and
entertainment sections.

LOCATION
The store of Big Bazaar, which we have

visited, are situated in Shipra Mall and Aditya

Mall.
Both the malls are established in the heart of
the city or where usually consumers goes for
shopping.
In both Shipra and Aditya Mall, Big Bazaar is
present on the ground floor, facing the
entrance, hence, attracting the visitors.

TRADE AREA ANALYSIS

Primary Trade Zone: Usually 2-3 miles

radius covers all customers from Shipra Sun

City and from the nearby areas like college
students of different colleges etc. Aditya Mall
covers up by people from Indirapuram and all
the nearby residential areas of Indirapuram
etc. Overall 70-75% of customers are covered
within these areas.

 Secondary Trade Zone: Usually 3-7 miles

radius covers all customers of nearby areas

like Sector 21, Sector 63 and other nearby
areas. Overall 20% of customers get covered
through these areas.
Tertiary Trade Zone: Usually 15-20 miles
radius covers all customers from areas, which
are far apart. Overall 10% of customers are
covered through these areas.

TARGET MARKET
It mainly targets all types of consumers to full

their every kind of needs.

They have different section for apparels at
Fashion Big Bazaar which mainly focuses on
the new, stylish and fashionable clothes for all
age group customers.

STRATEGY
WEDNESDAY BAZAAR
Big Bazaar introduced the Wednesday Bazaar concept
and promoted it as Hafte Ka Sabse Sasta Din. It was
mainly to draw customers to the stores on Wednesdays,
when least number of customers is observed. According to
the chain, the aim of the concept is "to give homemakers
the power to save the most and even the stores in the city
don a fresh look to make customers feel that it is their
day.

SABSE SASTA DIN

Big Bazaar introduced the concept of "Sabse Sasta
Din". The idea was to simply create a day in a year that
truly belonged to Big Bazaar.
MAHA BACHAT
Maha Bachat as a single day campaign with attractive
promotional offers across all Big Bazaar stores. It has
attractive offers in all its value formats such as Big
Bazaar, Food Bazaar, Electronic Bazaar and Furniture
Bazaar - catering to the entire needs of a consumer.

THE GREAT EXCHANGE OFFER

Big Bazaar launched "The Great Exchange Offer",
through with the customers can exchange their old goods
in for Big Bazaar coupons. Later, consumers can redeem
these coupons for brand new goods across the nation.

STORE LAYOUT AND DESIGN

The store layout and design is perfect in

creating image in the minds of the customers.

Planograms store design-providing lots of
space for customers to walk and see varieties
of products without any difficulty.
It is designed just like convenience stores to
make people feel that they are shopping in
their local streets.

VISUAL MERCHANDISING
Idea oriented Presentation
Different section of apparels having all types
of apparels for men, women, kids etc.
Different section for electronic goods, toiletries
products, etc.
Colour Presentation
Warm colors like red and yellow to produce
vibrant, emotional and hot active response
cool colors white and blue to have a peaceful,
gentle and calm effect.

Music
Control the pace of store traffic, create an
image and attract or direct consumer attention.
Lightning
Highlight merchandise and structure space in
efficient way. It captures a light mood of
customers.
Fixtures
Straight rack to hold lots of apparels
Gondolas are good for food and grocery

STORE AMBIENCE
Food Bazaar
The ambience of the store is like a convenience
store.
The whole setup provides freedom to the
people in selecting the products of their
choices.

Fashion Big Bazaar

As per the tagline, Isse sasta aur achcha kahin nahi,
the merchandises are also available at very less
prices.
They are placed in a bulk form in different types of
fixtures and the atmosphere of the store is very calm
and the colors and music used, displays the message
and logo of big bazaar and also suits the taste of
Indian customers.
But, sometimes, the ambience sounds bit boring and
unpleasant because of repeated music, unchanged
colors and stuffs. This area needs some improvement.

SIGNAGE USED BY BIG BAZAAR

Advertising is done by newspaper, television

and through hoardings.

Hoardings at public places helps in attracting
huge masses of people from various places.

PRICING STRATEGY
Value Pricing (Every Day Low Price)
Promotional Pricing
Low Interest Financing
Psychological Discounting
Bundling (Offering several products for
sale as one combined product)

PROMOTION AND INNOVATIVE

IDEAS TO SELL MERCHANDISE

Advertising ( Print ads, TV ads, radio ads )

Weekend Discounts
Exchange offers
Point of purchase promotion
Word of mouth
Brand Endorsement
Future Card

PLANOGRAMS USED BY
BIG BAZAAR

Shows the placement of retail products on

shelves .
It makes a section more aesthetically appealing
to the customer.
Affects of Planograms
Satisfying customer with a better visual appeal
Tighter inventory control and reduction of out of
stock
Better-related product positioning
Improved sales
Assign selling potential to every inch of retail

SPACE PRODUCTIVITY
SPACE PRODUCTIVITY
Big Bazaar has effectively utilizes its space in its
store and as it is usually measured by sales per
square foot of selling space therefore we came
to know that it has been assigned in a logical
manner so that it become convenient for
customers to purchase and walk here and there
to see the merchandise.
FIXTURES
Straight Rack
Gondolas

WALL FIXTURES
To make store wall merchandisable, and
varities of clothes can be fitted into it.
MERCHANDISE DISPLAY PLANNING
Shelving
Hanging
Stacking

CONCLUSION
Big Bazaar with its size no doubt the biggest

retail chain in India.

The employees accept their responsibilities
whole heartily.
The store is reaching out to all section of
society with its customer centric way of
organizing the store.
Big Bazaar creates a holistic experience of
shopping.

RECOMMENDATIONS
BigBazaarmustperformdemonstrationnew

productstomake customers aware and create

trustamong them.
Generalmerchandise hasnumber
ofdepartments sostaffnumber should be
increased to serve customer during weekend
andbig days.
Make some arrangement for any new scheme
or offer such as queue system management
so crowd can be controlled during big days.

THANK YOU
ANJALI MEHRA
(PGFA1105)
DIPENDRA RAJ TOMAR (PGFA1115)
SHUBHRA SRIVASTAVA (PGFA1145)
SIDDHARTH TRIPATHI (PGFA1147)
VISHNU SONI
(PGFA1160)

Section A
PGDM (G)
2011-13