Marketing Mix Of

Big Bazaar
By
Mohd Alam
Ahmad Ashraf
Akansha Mohi
Md. Azad Alam
 BIG BAZAAR
“IS SE SASTA AUR ACHHA KAHIN Nahi

Type: Hyper market

outlet: 120,located in India
Parent group: Future group, Pantaloon Retail
Founded: 2001
Headquarter: Jogeshwari, Mumbai
Promoter: Kishore Biyani
Industry: Retail
Punch line: “Is se sasta aur achha kahin nahi”
Website: www.bigbazaar.com
 VISION
TO DELIVER
EVERYTHING,EVERYWHERE,EVERYTIME,T
O EVERY INDIAN CUSTOMER IN THE MOST
PROFITABLE MANNER
 THE STRATEGY BEHIND
BIG BAZAAR

Saving is the key to Indian middle class consumer.

The concept of Bazaar; as the store offers large mix of

products at discounted price, the name “Big Bazaar”
was finalized
 Marketing mix
The process of marketing involves many interrelated
activities broadly called the Marketing mix.
The basic elements of Marketing are:
Product
Price
Place
Promotion
 Marketing Strategy of Big
Bazaar
Activities Target Marketing Mix
Tie up with IPL sports lover Promotion
Networking through Internet All loyal customers and other users E-Marketing
Women forum women Promotion
Adhar rural centric market 720 ml consumer across 62700 villages Place
Improving quality of product All customers Product
Interior decorator Specific customers People
 Customer segmentation

• Big bazaar targets higher and upper

middle class customer.
• The large and young working population is
a preferred customer segment.
• Big bazaar specially targets working
women.
7 P’s of Big Bazaar
 7 P Analysis of Big Bazaar
Product

Big Bazaar offers a wide range of products which range from

apparels, food, farm products, furniture, child care, toys, etc.
Products of all the major brands are available at Big Bazaar.
Also, there are many in house brands promoted by Big
Bazaar. Big Bazaar sold over 300,000 pairs of jeans, 50,000
DVD-players and 25,000 microwave-ovens. In all, the
fashion, electronics and travel segments made up about
70% of sales. Last year, these categories made up only
about 60%.
Apparels Food Chill station
Denim & t-shirts Staples Soft drinks
Formal wear Ready to eat Packaged
juices
Casual wear Ready to cook Milk items
Party wear International Frozen foods
food
Sarees Spices Ice creams
Night wear Tea and coffees
undergarments
Farm Electonic Furniture personal
products bazaar bazaar care
fruits Tv sets Living room Shampoos
Vegetables Washing Bedrooms Soaps
machine
Dairy Refrigerato Kitchen Creams
products r
Imported Micro Dining Home
fruits waves rooms cleaners
Laptops Paintings Deodrants
A.C. Detergents
Child cares Fashion and Others
&toys jewellery services
Kids wear Beauty care Bakery

Toy bazaar Foot wear Mr.right

bazaar
Stationary Star parivar Tulsi

Child care
Others Brand @
 Pricing
• The tag-line is “isse sasta aur accha aur kahin nahi”. They work on the
model of economics of scale. There pricing objective is to get “Maximum
Market Share”. The various techniques used at Big Bazaar are: -

• 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 used as
promotional tool. Big Bazaar also caters on Special Event Pricing (Close to
Diwali and Durga Pooja).

• Differentiated Pricing: Time 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.
Psychological Pricing
Value and time pricing
Place

Number of outlets
– 120.

Located in main
city – tier I& tier
city II.

Area 10,000 sq ft
– 1,20,00 sq ft.

High street area of

city.

Approachable
destinations.
Distribution channel
 Promotion
 Big Bazaar started many new and innovative cross-sell and up-sell strategies in
Indian retail market. The various promotion techniques used at Big Bazaar
include “saal ke sabse saste teen din”, Future Card (the card offers 3%
discount), Shakti Card, Wednesday bazaar.etc,.

 Brand Endorsement by M. S. Dhoni, Exchange Offer - ‘Junk Swap Offer’, Point-

of-Purchase Promotions.

 Advertising has played a crucial role in building of the brand. Big Bazaar
advertisements are seen in print media, TV, Radio (FM) and road-side bill-
boards
 People
• They are one of the key assets for any organization. The salient
features of staff of Big Bazaar are: -
• · Well-trained staff, the staff employed by Big-Bazaar are well-suited
for modern retail.
• · Well-dressed staff improves the overall appearance of store.
• · Employees are motivated to think out-of-the-box. Retail sector is in
growth stage, so staff is empowered to take innovative steps.
• · Employs close to 10,000 people and recruits nearly 500 people
every month.
• · Use of technology like scenario planning for decision making.
• · Multiple counters for payment, staff at store to keep baggage and
security guards at every gate, makes for a customer-friendly
atmosphere
Well trained staff;
Appearance;
Empowered individual;
Encouraged to think out
of box
Example- Ved Prakash
Araya (Chief Operating)
officer, Sanjib
Agrawal(Head
Marketing)
process
 Process

• The goods’ dispatch and purchasing area has

certain salient features which include: -
• · Multiple counters with trolleys to carry the
items purchased.
• · Proper display / posters of the place like (DAL,
SOAP, etc.).
• · Home delivery counters also started at many
places.
Physical Evidence
 It deals with the final deliverable
or the display of written facts.
This includes the current
system and available facilities.
Physical Evidence contd.
 porter’s five force model
1. Our competitors Relience retail,aditya birla
group,vishal retail,Bharti &walmart
2.Threats of entrants International players looking to
foray india
Domestic conglomerates looking o
retail chains
3.Threats of substitutes Unorganized retail

4.Bargaining power of buyers Consumer are price sensitive

Availability of more choices

5.Bargaining power of suppliers The unorganized sector have

dominant position