Retailing process for one of the leading supermarket brands in India, Big Baazar

1. Subject:- RETAIL
MANAGEMENT.

2. Project title:-
Retail Management of “BIG BAZAAR”

3. About Big Bazaar:-
 Big bazaar is a chain of shopping malls in India.
 There are 148 big bazaar stores across 80 cities
and towns in India.
 It is designed as an agglomeration of bazaars or
Indian markets with clusters offering a wide range
of merchandise including fashion and apparels,
food products, general merchandise, furniture,
electronics, books, fast food and leisure and
entertainment sections.

4. Some key points about the area of Big
Bazaar.
 A typical Big Bazaar is spread across
around 50,000 square feet of retail
space.
 The larger metropolises have Big
Bazaar Family centres measuring
between 75,000 square feet and
1,60,000 square feet.
 Big Bazaar Express stores in smaller
towns measure around 30,000 square
feet

5. Most of the Big Bazaar stores are
multi-level and are located in stand-
alone buildings in city centers as
well as within shopping malls.
These stores offer over 200,000
SKUs ( Stock keeping Units) in a
wide range of categories led
primarily by fashion and food
products.

6. History of “Big Bazaar”
Big Bazaar was launched in September, 2001
with the opening of its first four stores
in Calcutta, Indore, Bangalore and Hyderabad in
22 days. Within a span of ten years, there are
now 148 Big Bazaar stores in 80 cities and
towns across India.

7. Vision of future group.
Future Group shall deliver Everything, Everywhere,
Every time for Every Indian Consumer in the most
profitable manner.

8. Mission of future group.
We share the vision and belief that our customers and
stakeholders shall be served only by creating and executing
future scenarios in the consumption space leading to
economic development.
We will be the trendsetters in evolving delivery formats,
creating retail realty, making consumption affordable for all
customer segments – for classes and for masses.
We shall infuse Indian brands with confidence and renewed
ambition.
We shall be efficient, cost- conscious and committed to
quality in whatever we do. We shall ensure that our positive
attitude, sincerity, humility and united determination shall
be the driving force to make us successful.

9. Time wise developments:-
2001
Three Big Bazaar stores launched within
a span of 22 days in Kolkata, Bangalore
and Hyderabad
2002
Big Bazaar - ICICI Bank Card is launched.
Food Bazaar becomes part of Big Bazaar
with the launch of the first store in
Mumbai at High Street Phoenix

10. 2003
Big Bazaar enters Tier II cities with the launch of the store
in Nagpur
Big Bazaar welcomes its 10 million-th customer at its new
store in Gurgaon.
2004
Big Bazaar wins its first award and national recognition.
Big Bazaar and Food Bazaar awarded the country’s most
admired retailer award in value retailing and food retailing
segment at the India Retail Forum
A day before Diwali, the store at Lower Parel becomes the
first to touch Rs 10 million turnover on a single day

11. 2005
Initiates the implementation of SAP(Standard Assessment
Procedure) and pilots a RFID project at its central warehouse in
Tarapur.
Launches a unique shopping program: the Big Bazaar Exchange
Offer, inviting customers to exchange household junk at Big Bazaar
Electronic Bazaar and Furniture Bazaar are launched
2006
Mohan Jadhav sets a national record at Big Bazaar Sangli with a Rs
1,37,367 shopping bill. The Sangli farmer becomes Big Bazaar’s
largest ever customer.
Big Bazaar launches Shakti, India’s first credit card program
tailored for housewives
Navaras – the jewellery store launched within Big Bazaar stores

12. 2007
The 50th Big Bazaar store is launched in Kanpur
Big Bazaar partners with Futurebazaar.com to launch India's most popular shopping
portal.
Big Bazaar initiates the Power of One campaign to help raise funds for the Save The
Children India Fund
Pantaloon Retail wins the International Retailer of the Year at US-based National
Retail Federation convention in New York and Emerging Retailer of the Year award
at the World Retail Congress held in Barcelona.
2008
Big Bazaar becomes the fastest growing hypermarket format in the world with the
launch of its 101st store within 7 years of launch
Big Bazaar dons a new look with a fresh new section, Fashion@Big Bazaar
Big Bazaar joins the league of India’s Business Superbrands. It is voted among the
top ten service brands in the country in the latest pitch.

13. 2009
Big Bazaar opens its second store in Assam at Tinsukia.
Big Bazaar initiates Maha Annasantarpane program at its stores in South
India – a unique initiative to offer meals to visitors and support local social
organizations.
Big Bazaar captures almost one-third share in food and grocery products
sold through modern retail in India.
2010
Future Value Retail Limited is formed as a specialized subsidiary to
spearhead the group’s value retail business through Big Bazaar, Food
Bazaar and other formats.
Big Bazaar wins CNBC Awaaz Consumer Awards for the third consecutive
year. Adjudged the most preferred Most Preferred Multi Brand Food &
Beverage Chain, Most Preferred Multi Brand Retail Outlet and Most Preferred
Multi Brand One Stop Shop
Big Bazaar connects over 30,000 small and medium Indian manufacturers
and entrepreneurs with around 200 million customers visiting its stores.

14. Mall visited was:-
Phoenix Mills, 462,Senapati Bapat Marg, Lower Parel,
Mumbai - 022 66626704

15. About the store:-
 Prime location.
 Trolley’s available at the entrance.
 High end security.
 A customer service counter just at the entrance to
guide the customers.
 On right of the entrance lies the “cash counter”
 Good ambience.
 Huge LCD’s with “future group channel” promoting
the “big bazaar”.
 A cash counter at every floor.

16.  Effective advertising of “big bazaar” in the store
itself.
 Huge banners and posters of the endorsed celebs
( M.S DHONI and ASIN).
 Various discount tag’s seen in the store in different
products department.(eye catching)
 Excellent presentation of the products ( Rice).
 Employees with a simple dress code.
 Customers are left alone fro shopping.(No
influence, unless asked)
 Stocks, wash rooms in extreme corners of the
store.

17.  Proper utilization of the space.
 Store manager, HR manager and other high
authority offices at the end of the first floor behind
the stock.
 Less space offices for high officials.
 No elevator for customers.
 Bags, Cycles ,flower pots, paintings etc kept while
walking the stairs.
 Name of the department in bold on top for easy
view. (kids apparels) ( Electronics).
 Bright colors used to catch the attention.
 Ample stocks.

18.  Huge trolleys for small kids to have fun.
 Majority of the products at the eye level.
 Huge advertisement of the indigo CS car at the
entrance.
 Entrance has a transparent view for outsiders to
catch the attraction too towards the promotion
offers displayed in the store.
 Trolleys have advertisements on them like “visa
card”.
 No personal selling by other brands in the mall.
 Management was planning the huge event
(sabse saste saat din).
 Food counter at the entrance of the mall.

26. SOME MORE MARKETING STARTEGIES.
Segmentation, targeting and positioning together
comprise a three stage process.
A. Determine which kinds of customers exist,
B. Select which ones we are best off trying to serve,
C. Implement our segmentation by optimizing our
products/services for that segment and
communicating that we have made the choice to
distinguish ourselves that way.

27. TARGET AUDIENCE.
 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.

28. IN HOUSE BRANDS @ BIG BAZAAR
DJ & C CLEAN MATE SENSEI
KORYO STAR SITARA CARE MATE
FRESH & PURE RENUKA MAJITHIA
SARAPOLO and 40 more brands
FEW BRANDS @ BIG BAZAAR

29. Marketing Mix
 Product
 Price
 Place
 Promotions
 Physical evidence.
 People
 Process

30. 1.Product Mix
Apparels.
• Denims and t-shirts, Fabric & Cut piece
• Formal Wear
• Casual Wear
• Party Wear
• Ethnic Wear
• Accessories
• Under Garments
• Night Wear
• Dress Materials
• Sarees.

31. Food
 Staples
 Ready to eat
 Ready to cook
 International Food
 Spices
 Imported Bazaar
 Tea & Coffee

32. Farm products
 Fruits
 Vegetables
 Imported Fruits
 Dairy Products

33. CHILL STATION
 Soft Drinks
 Packaged Juices
 Milk Items
 Frozen Foods
 Ice Creams

34. HOME & PERSONAL CARE
• Shampoos
• Detergents
• Soaps
• Liquid wash
• Creams
• Deodorants
• Home cleaners
• Utensils
• Plastics
• Crockery
• Sundries

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

36. FASHION & JEWELLERY
 Footwear Bazaar
 Beauty Care
 Navara
 Star Parivar
 Meena Bindre

37. CHILD CARE & TOYS
 Kids Wear
 Toy Bazaar
 Stationary
 Child Care

38. FURNITURE BAZAAR
• Living Room
• Bed Room
• Kitchen
• Dinning Rooms
• Kids Room
• Been Bags
• Paintings
• Decorative Items

39. 2. Pricing
Value pricing
Promotional pricing
Low interest financing
Psychological discounting
Special event pricing
Differentiated Pricing
Time pricing
Bundling

40. Psychological pricing

41. Time pricing

42. Value Pricing

43. Bundling

44. 3.Place
 Number of out let- 104
 Located at main city-tier I
& tier city-II;
 Area-10,000sq ft- 120000
sqft;
 High street area of city; &
 Approachable destination.

45. 4.Promotion
Below the Line Promotion
Coupon, discount, more of the product
at normal price, gift with purchase,
competition, and prizes, money back
offer, exchange offer, special
occasion.
Big Bazaar, in association with Star
India Pvt Ltd, has launched a
collection of designer ethnic wear
under the brand "Star Parivaar.
Above the Line Promotion
Giving advertise in news paper,
TV. Internet (own website which
give online shopping service),
partnership with Bigfilx, Big FM
92.7.

46. 04/24/14 Big Bazaar XIDAS, Jabalpur 46
PROMOTION

47. 5.People
•Well trained staff;
•Appearance;
•Empowered individual;
•Encouraged to think out of box; &
•Example- Mr. Kishore Biyani (Chief Operating)
officer,
•Sanjeev Agarwal, joint CEO of Big Bazaar of the
Future Group chain,

48. 6.Physical Evidence

49. 7.Process

50. 8. Positioning
•low price.
•Good quality
•Good services
•Availability of many options.
•All under one roof.
•Good ambience.

51. 9. Presentation.

52. Guerrilla marketing strategy

53. SaSbe SaSta Din /SaSbe SaSta Din / SabSe SaSte 5 DinSabSe SaSte 5 Din
 January 26th, 2005, when the company rewrote the retail chapter in India, with the
introduction of a never-before sales campaign “Sasbe Sasta Din”
 The year’s most economical “Sabse Saste 5 Din” of shopping where buyers are being
promised ‘rock bottom prices, mega deals & discounts’.
 Stock had gained 54% in 5 days

54. Existing Competitors.
Competitors:-
•BHARTI RETAIL
•RELIANCE RETAIL
•STAR BAZAAR
•MORE
•MEGA MART
•FOOD WORLD
•SAFAL
•SPENCERS
•METRO

55. FOOD BAZAAR

56. SWOT Analysis

57. STRENGTHS
 Thorough understanding of the needs of Indian
consumers.
 Vast range of products under one roof.
 Benefit of being pioneer in the Indian retail
industry.
 Superior quality goods are available at reasonable
prices.
 Fast growing Indian middle class with reasonably
good purchasing power.
 It has a good brand name.

58. WEAKNESSES
 High cost of operation due to large fixed
costs.
 Very thin margin of profit
 High attrition rate of employees.
 Stiff competition from traditional
(unorganized sector)

59. OPPORTUNITIES
 Potential rural markets.
 Can enter into production of various products due to its
in depth understanding of customer’s taste and
preferences
 Scope of expansion in smaller cities as there is a lot of
opportunities.
 There remains a large future scope for the retail
industry in India, as incomes rise and consumption
increases
 The opportunity for widening the business all over India
because Big Bazaar opens new stores in untapped
markets, such as smaller or second tier cities such as
Sangre, Belgaum and Mysore.

60. THREATS
 Government Policies encouraging the
unorganized sector will affect adversely
the big players.
 High taxes in India suppress
consumption
 Smaller specialty shops and informal
shops are sometimes able to avoid
taxes, offering lower total prices to
customers

61. Analysis
5 Forces Analysis
Rivalry among the competitor •Reliance Retail, Aditya Birla Group , Vishal Retail’s,
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.
Threat of substitutes
•Unorganized retail

62. Life cycle of Big Bazaar
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64. Future Group will open Carrefour-branded franchise stores in the country.
Future Group plans to open between 150 and 300 Carrefour-branded
hypermarkets in the next five years
Future Group said the company will continue to push both Big Bazaar and
Carrefour brands because they cater to different sets of consumers.
Big Bazaar will operate as a mass-market format, Carrefour will cater to
“upscale” consumers in the country
The deal will allow Future Group to source products and seek technical,
technological and other expertise from Carrefour
Future plans

65. For More Information or to
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