INTRODUCTION

Big bazaar is a hypermarket chain owned by the

Pantaloon Retail India Limited, in metros, medium, and
small cities.
Big Bazaar combines the look and feel of Indian bazaars
with aspect of modern retail like choice, convenience,
and hygiene.
Tagline of BIG BAZAAR Isse sasta aur accha kahin
nahi.
The head of Pantaloon Retail India Limited KISHORE
BIYANI.
BIG BAZAAR is opened widely in India with 110 stores in
operation and follows the model of US based Wal-Mart.
Each and every store gives a feeling of INDIANESS.

About Big Bazaar

Hyper mart
Chain of development store in India

Out let

120 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.

Vision

Everything ,Everywhere, Every time for

every Indian consumer in the most
profitable manner

IN HOUSE BRANDS at BIG BAZAAR

DJ & C
KORYO
FRESH & PURE
SARAPOLO

CLEAN MATE

SENSEI

STAR SITARA

CARE MATE

RENUKA
and

FEW BRANDS @ BIG BAZAAR

MAJITHIA

40 more brands

SWOT ANALYSIS
Strenghts:

Highbrandequity enjoyed by Big Bazaar

State of the art infrastructure
A vast variety of stuff available under one roof
Everyday low prices, which attract customers
Maximum percent of footfalls converted in sales
Huge investment capacity
Biggest value retail chain in India
It offers a family shopping experience, where entire family can
visit together
Available facilities such as online booking and delivery
ofgoods

WEAKNESS

Unable to meet store opening targets on time

Falling revenue per sq ft
General perception: Low price = Low quality
Overcrowded during offers
Long lines at billing counters which are time
consuming
Limited only to value offering low price products.
A no of branded products are still missing from
Big Bazaars line of products. E.g. Jockey, Van
heusen etc

OPPURTUNITIES
A lot of scope in Indian organized retail as
it stands at approximately 4%.
Increasing mall culture in India.
More people these days prefer to visit big
stores where they can find large variety
under one roof

THREATS
Competition from other value retail chains
such as Shoprite, Reliance (Fresh and
trends), Hypercity and D mart.
Unorganized retail also appears to be a
threat to Big Bazaars business. A large
population still prefers to visit local
convenient stores for daily purchases
Changing Government policies
International players looking to foray India

MARKETING MIX
PRODUCT:
Big Bazaar offers a wide range of products which range
from 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.

PRICE

The pricing objective at 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 consumers 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. Big Bazaar 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)

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 110 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)
Brandendorsement 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!

Porters five force model

Analysis
5 Forces

Analysis

Rivalry among the competitor

Reliance Retail, Aditya Birla Group , Vishal Retails,

Bharti and Walmart, etc

Threat of entrants

High initial investments and fixed costs

Scarcity of important resources, e.g. qualified expert staff

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