Marketing strategy

Of
Big Basket
India’s largest online supermarket

Submitted By:-
Neelam Dubey
In partial fulfillment for the award of the degree of
Bachelor In Business Administration (Electronic commerce)
In
(Department of media management )

Makhanlal Chaturvedi National University of Journalism

& Communication, Bhopal
(2019-2020)

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 Certificate

Certified that this project report “marketing strategy ” is

bonafide work of Neelam Dubey carried out the project
work under my supervision. This is to further certify to
the best of my knowledge, that this project has not been
carried out earlier in this institute and the university.

(Signature of the Project Guide)

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 Acknowledgement

I am using this opportunity to express my gratitude to

everyone who supported me throughout the course of
this BBA(e.com) project. I am thankful for their aspiring
guidance, invaluably constructive criticism and friendly
advice during the project work. I am sincerely grateful to
them for sharing their truthful and illuminating views on
a number of issues related to the project.
I express my warm thanks to Mr. Sudhanshu katdare sir
for their support and guidance .

Thank you,
Neelam Dubey

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 Declaration

I hereby declare that the project report marketing

strategy is based on my own work carried out during the
course of our study under the supervision of Mr.
Sudhanshu katdare. I assert the statements made and
conclusions drawn are an outcome of my research work.
I further certify that
• The work contained in the report is original and has
been done by me under the general supervision of
my supervisor.
• The work has not been submitted to any other
Institution for any other degree/diploma/certificate
in this university.
• I have followed the guidelines provided by the
university in writing the report.
• Whenever I have used materials (data, theoretical
analysis and text) from other sources, I have given
due credit to them in the text of the report and
giving their details in the reference.

Neelam Dubey

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 Index

Chapter 1. Introduction of the company. 7-33

1.1 company profile. 7-11
1.2 History. 11-23
1.3 Vision statement of BigBasket com. 24-27
1.4 Mission statement of bigbasket.com. 27-33

Chapter 2. Introduction of the Topic. 34-58

2.1 marketing strategy. 34-40
2.2 understanding the marketing mix. 40
2.3 importance of marketing mix. 41
2.4 analysis 7ps strategies. 52-58

Chapter 3. Research Methodology. 59-60

3.1 Objectives of the study 59
3.2 data collection methodology. 60

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Chapter 4. Data Analysis and Interpretation 61-92
4.1 swot analysis of Bigbasket. 61-68
4.2 limitation,weighted & advanced of
Bigbasket 69-70
4.3 marketing mix & customer analysis 70-74
4.4 segmentation & targeting. 74-76
4.5 company competitive advantage 77-79
4.6 BCG matrix & Brand equity. 79-83
4.7 competitiory & market analysis. 84-87
4.7 Bigbasket revenue & capital. 88-90
4.8 Bigbasket valuation & financials & metrics 91-92

Chapter 5. Findings. 93
Chapter 6. Conclusion. 94
Chapter 7.(A) Suggestions. 95
(B) Bibliography. 96

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 Chapter 1

Introduction of Big Basket

Big Basket - Company Profile

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Big basket is the largest online grocery supermarket in India. It was launched in
2011, quite about the time when e-commerce was in its nascent stage in the
country. Bigbasket was founded
by Hari Menon, VS Sudhakar, V S Ramesh, Vipul Parekh and Abhinay Choudhari.
Bigbasket is headquartered in Bengaluru and delivers to various cities in India
such as Hyderabad, Mumbai, Pune, Chennai, Delhi, Noida, Mysore, Coimbatore,
Vijayawada-Guntur, Kolkata, Ahmedabad-Gandhinagar, Lucknow-Kanpur,
Gurgaon, Vadodara, Visakhapatnam, Surat, Nagpur, Patna, Indore and Chandigarh
Tricity city limits.

Bigbasket was launched at a time when India's busy workforce in cities was
finding it difficult to allocate time to buy groceries and home essentials. Bigbasket
gave them the flexibility to place their order anytime and get the things delivered
at their preferred time. Bigbasket offers groceries and food supplies in various
categories such as fruits & vegetables, food grains, oil, masalas, bakery items,
beverages, branded foods, personal care products, household supplies, eggs,
meat, fish, etc. Bigbasket currently offers more than 18,000 products across
various categories and features more than 1000 brands in its catalogue. Bigbasket
comes with the promise of lowest rates and prompt delivery services.

BigBasket is an online food and grocery store that delivers personal and
household needs right to customers' doorstep. The company believes in being
smart, quick, and efficient making life as leisurely as possible.

Customers can browse through the vast range of products at bigbasket.com,

order, and get them to be delivered at the customers' own convenient time slot.
The company handpicks each and every product, putting it through a safety
packaging process, and delivering to customers' home.

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 BigBasket
BigBasket is an online food and grocery store that delivers
personal and household needs right to the customer's
doorstep.

Headquarters:
Bangalore, Karnataka, India
Industries:
Delivery, Delivery Service, E-Commerce, Grocery, Internet,
Retail, Shopping
Headquarters Regions:
Asia-Pacific (APAC)
Founded Date:
Oct 1, 2011
Founders:

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Abhinay Choudhari, Hari Menon, Vipul Parekh, VS Ramesh, VS
Sudhakar
Operating Status:
Active
Last Funding Type:
Debt Financing
Number of Employees:
5001-10000
Also Known As:
bigbasket.com
Legal Name:
Supermarket Grocery Supplies Private Limited
Hub Tags:
Unicorn
IPO Status:
Private
Company Type:
For Profit
Website:
bigbasket.com
Contact Email:
customerservice@bigbasket.com
Phone Number:
1(860) 123-1000

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 Bigbasket : History

Bigbasket was launched in 2011, but its journey had begun much earlier. It was in
the year 1999 that a group of people comprising V S Sudhakar, Hari Menon, Vipul
Parekh, Abhinay Choudhari and V S Ramesh launched their online retail business
called Fabmart. The business did quite well and later physical retail malls called
Fabmall were launched in various locations in South India. The business was
eventually sold to the Aditya Birla Group and now it is known popularly as ‘More’
retail chain. However, the founders were itching to start something new and with
their experience in retail business, they came together once again to launch
Bigbasket in 2011. Bigbasket currently has revenue of around $3.2 million and
approximately 4,000 employees.

BigBasket.com is India’s largest online supermarket and allows a customer to walk

away from the drudgery of grocery shopping and welcome an easy relaxed way of
browsing and shopping for groceries. The company currently operates from
Bangalore, Mumbai and Hyderabad and has a diverse portfolio that carries more
than 12,000 products and over 1,000 brands.

The grocery retail market in India is growing at about 10% CAGR and is about USD
400 Billion in size while e-grocery accounts to only 0.1%. Within this the online
grocery market is expected to be about USD 10Billion in the next 4 years from
now. A majority of this market is likely to be concentrated in the urban cities in
the country.

Back in 2014, there were a number of start-ups such as ZopNow, Aaram-Shop,

and Farm2Kitchen in this category with each city having multiple local players.
Most of them were not able to sustain due to various business and operational
reasons, some which are already well known.

The winner in this category is going to be one who addresses the multiple
challenges in delivering a great service .

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 Co-founder & CEO, Bigbasket

Hari Menon is an alumnus of BITS Pilani. He was the CEO of Indiaskills, the
vocational education JV of Manipal Group with City & Guilds, UK. He was also the
Co-founder of Fabmall, one of the pioneers in India’s ecommerce and retail space,
and worked with Wipro as a Business Head in the Infotech business.

Founders of Bigbasket
Conventionally, when we hear about recent start-ups, we think of young minds
with brimming enthusiasm in the business field. But, it has always been that
extraordinary ideas come from experienced minds.

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Bigbasket is one such start-up whose five founding members already had enough
experience in this industry and were skilled in their fields.

Mr. Hari Menon, the current CEO, and one of the founders of Bigbasket, also
served as the CEO of IndiaSkills, Co-founder of Fabmall, Country Head at
Planetasia and Business Head at Wipro.

The four other founding members of Bigbasket includes Mr. V S Sudhakar, Mr.
Vipul Parekh, Mr. Abhinay Choudhari and Mr. V S Ramesh.

Each of the founders has a unique vision about the business, and their ideas
complement each of them. Sudhakar has got a vast experience in the IT sector,
and he is also the founder and CEO of Fabmall. Parekh is the Head of Finance and
Marketing at Bigbasket, whereas Choudhari serves as the Head of New Initiatives.

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With 21 years of experience in the logistics sector of the Indian Navy, Ramesh is
currently the Head of Logistics and Supply Chain of the company.

The five founders started their first online business, Fabmart.com, in 1999. The
online grocery division of this business was launched in 2001, and the company
grew exceptionally. They also started a succession of grocery supermarkets called
Fabmall in Southern India, which the Aditya Birla group acquired in 2006,
rebranding it as More. But the founders were still too adamant about establishing
something bigger in the grocery market of India and finally launched Bigbasket in
2011.

The Journey Towards Success

The company raised around $10 million in the first round of funding from Ascent
Capital. By 2014, the company was growing massively in three major cities,
confirming over 5,000 orders every day. In March 2016, the company raised $150
million from Abraaj Capital in Series D funding. In the same year, the company
also crossed targeted 10 million customers orders and also received 1million
orders in a single month. By June 2017, the company raised around $290 million
in total from 8 rounds of funding and 11 investors. In the same year, the
company’s most lucrative investors were Paytm and Alibaba, from whom the
company raised $280 million in the Series E funding. Some of the investors who
participated in the investment rounds of Bigbasket are Bessemer Ventures,
Helion, Zodius, LionRock Capital and Meena Ganesh.

With all the investments it received, Bigbasket decided to expand the business in
other cities of India, too. The company also built several warehouses and invested
in cold room facilities to enhance the range of fresh products. It also invested in
technology to make delivery more efficient and shopping easier, both from the
browser and mobile application. But amid the growing competition in the market
form other companies, like Grofers and LocalBanya, Bigbasket started focussing
more on personalized shopping.

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After deep research of 5 years, Bigbasket figured out that the products in demand
varied from city to city. This helped the company to put more emphasis on those
products and expand the number of brands. For example, for the city with more
demand for dairy products, Bigbasket introduced an extended range of brands of
the milk products for that particular city. This strategy escalated the profit of the
company and helped outdo its rivals.

Going by the recent stats – the grocery retail market in India is seen to be growing
at about 10% CAGR (Compound Annual Growth Rate) and is about $350 Bn in
size. Whereas, the online end of this grocery market is expected to be about $10
Bn in the next 4 years. A large portion of business of this market is likely to be
availed from the urban cities.

Hence, to capitalize on this growing segment, we have seen a rise in the number of
start-ups such as – ZopNow, Aaram-Shop, Farm2Kitchen, Localbanya, etc… But the
winner in this category remains – Bigbasket.com!
Let’s tell you the story of the company and the man behind it – Hari Menon!!

Who Is Hari Menon And How Was Life Before Big Basket?
Born in 1963 – Hari Menon is the Cofounder, CEO and Head of Merchandising at
Bigbasket.com!

Over the period of time, Hari had also been an integral part of quite a few
companies. Prior to starting BigBasket, Hari along with the founding team of
BigBasket had cofounded Fabmart, one of the pioneers in the e-commerce in India
and its physical extension – Fabmall. And before venturing out with BigBasket and
Fabmart, Hari was the CEO of ‘Indiaskills’ – the Vocational Education Joint Venture
between Manipal Group and City & Guilds (UK), as well.
A lesser known fact is that, Hari had also served as the Country Head at ‘Planetasia’
– which was one of the first Internet services businesses in India, and had begun
his career with ‘Wipro’ as a Business Head in the Infotech business.
Personally, he considers himself to be a Music enthusiast, and also wishes to play
in a band someday. He is also an avid cricket fan and a member of the ‘Karnataka
Cricket Association’ as well.

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 Hari was born into a middle-class family that lived in Bandra, Mumbai, and was
always taught to lead a live that gave him a settled live, a stable job, etc… It was
the urge to experiment that pushed him to try out something new.
Lastly, Hari is an alumnus of BITS Pilani and is married to ‘Shanti Menon’ – principal
of ‘The Deen’s Academy’ (Bangalore). She is also the daughter of ‘E Shreedharan’,
the man behind the Delhi Metro.

What is big basket?

To begin with – BigBasket.com is owned and operated by ‘Supermarket Supplies
Pvt. Ltd.’!
With more than 14000 products and over 1000 brands listed on their catalogue –
BigBasket is known to be India’s largest online food and grocery store. It offers a
wide range of options in every category to provide you with the best quality
products at the lowest prices which include – fresh Rice and Dal, Fruits and
Vegetables, Spices and Seasonings, Packaged products, Beverages, Personal care
products, Meats, and many more…

As of now, BigBasket is a purely internet based company and does not have any
brick and mortar stores.
Ordering from BigBasket is also pretty simple. All you need to do is: -
1. Visit bigbasket.com and choose the products you wish to purchase
2. Add the items to your Shopping Basket
3. They offer 4 slots per day. Choose the most suitable delivery time from them.
(Slot timings may vary depending on the cities)

• 7.00 AM – 9.30 AM
• 9.30 AM – 12.00 PM
• 5.00 PM – 7.30 PM
• 7.30 PM – 10.00 PM

4. Select a convenient payment option (Cash, Sodexo, Credit Card)

5. And accordingly the products would be delivered to your house.
All the fresh fruits and vegetables are hand-picked, hand-cleaned and hand-packed
in reusable plastic trays covered with cling.

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A delivery for all the orders above ₹1000 is completely free of charge, while any
order below that amount is charged ₹20 fee. The company personally takes care of
all the deliveries and has a fleet of Omni Vans operating across cities to deliver
products. And as far as the returns are concerned, they have a no questions asked
return policy.
If they are unable to deliver the order within the given time duration, they
will credit 10% of your order value to your BigBasket account.
The company currently offers their services in Mumbai, Delhi, Mysore, Bangalore,
Hyderabad, Vijayawada-Guntur, Pune, Chennai, Madurai, Coimbatore, etc…

Going by BigBasket has effectively managed to attain and maintain their success by
using various strategies which mainly surround three important factors: -
1. Unmatchable Customer Service (in all aspects)
2. A large variety of products
3. An constant innovation using technology
Now the grocery business in India is mainly divided into two types i.e. Planned
Purchase and Top-up Purchase. The names itself are enough to explain what they
mean, and need no description. BigBasket has designed their strategies and model,
to cater to both the categories swiftly.
When BigBasket started their operations, it adopted the ‘just-in-time model’ –
wherein not only perishable good but every item was brought against an order. In
other words, they were purchased-to-order. In this model, the delivery boy directly
picks up the item from the vendor, and directly delivers it to the customer.
They still use this model for quite-a-few items like Bakery items, Pet food, Small
household appliances, etc. which are not feasible to store.
Over the period of time, as their business grew, they moved on to an ‘inventory
model’ (for most of its products), and BigBasket now buys products directly from
suppliers like – HUL, P&G, farmers, mills, etc and then stocks these in warehouses.
BigBasket then adds a margin to the purchased price of the product before selling
them.

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But BigBasket also sources many of its products locally as well as nationally. Some
items like onions, oranges, apples, etc. are purchased nationally from their major
producing locations; while, many other items are sourced locally from ‘mandis’
(markets) or local farmers. This depends on the product and its surrounding factors.
They have a completely automated process of initial inventory stocking and post its
completion, re-ordering! The company uses analytics to predict their weekly
demand, with the help of which they optimise their logistics and supply volumes to
drive better margins.
This ‘Single-point stocking’ greatly helps the company to strictly manage the
shrinkage and rejection of products, and also helps them to invest the saved money
in advertising as well.
Now looking at their strategies – a grocery business (that too an online one), unlike
many other sectors, deals with many constraints (in different ways) due to which
must be expanded city-wise.
It deals with many perishable products which have a short life, plus the needs and
demands of the consumers also change from city-to-city.

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Hence, it is of utmost importance to create a strong Supply-Chain network and
develop links with large suppliers. This strategy has helped BigBasket maintain its
operational superiority.
It has also helped them greatly, in offering a wide range of products at competitive
prices in a low margin industry.
More recently, BigBasket has been seen adopting a Hyperlocal strategy, wherein,
it has partnered with more than 1,800 neighbourhood grocery stores across India
to deliver goods in under an hour.

These stores are also used as pick-up points for customers as well.
What Is The Story & How Has Their Growth Been So Far?
It all began in 1999. Hari Menon along with five of his friends – VS Sudhakar, Vipul
Parekh , Abhinay Choudhari and V S Ramesh launched their online retail website
called ‘Fabmart’.
Even though they did manage to get some traction but since their idea was way
ahead of its time, they could not shake the masses. And to worsen the whole deal,
the dotcom bubble burst happened.

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That is when they decided to put the online business on the backseat and focused
all the energies on ‘Fabmall’, their physical retail chain of grocery stores. They also
merged this chain with another grocery retail chain called – ‘Trinethra’.
Anyway, in a matter of seven years, they expanded their business to 200 stores
across Andhra Pradesh, Tamil Nadu, Karnataka and Kerala. Around the same time,
they also decided to sell-off the business to Aditya Birla Group.
That is when they thought of getting back to their original idea online grocery store.
As their discussion deepened with serial entrepreneur Krishnan Ganesh, they
concluded to go ahead with it. The idea was collectively seeded by serial
entrepreneurs and angel investors Krishnan and Meena Ganesh.
And finally in December 2011, they launched BigBasket.com!

Soon after the launch, they also received their first funding of $10 Mn from
ChrysCapital co-founder Raj Kondur and Ascent Capital. He had earlier invested $4
Mn in Fabmart as well.
According to Hari, the first six to nine months were the most challenging ones. Since
they had already faced the heat once with Fabmart, the pressure was even more.
The biggest challenge for them was to create and maintain a building capacity to
meet customer demand.

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They successfully pulled this off, and were able to grab a growth of 25-30 % in their
demands, and 60-70 % repeat customers M-o-M (Month-on-Month).
This was even more commendable, since they were barely advertising about the
brand and mainly relied on word of mouth. As per their stats, more than 45 % of
their customers came through references.
By the next one year, they had already expanded to Hyderabad and Mumbai, and
were also planning to further increase their services in Delhi, Chennai Pune,
Ahmedabad and Kolkata as well.
By the end of Fiscal Year (financial year) 2013 – BigBasket was closing 2,000-2,500
orders a day, or 75,000-80,000 orders a month, with an average monthly ticket size
of ₹1500/per order. They were now a 600-strong team across three cities, and were
drawing roughly ₹20 crores from Bangalore itself.
These numbers further increased in 2014. They had now crossed a Million orders
being delivered, and had also expanded their team to 1000 people, who were now
handling more than 200,000 customers spread across three cities, with 5000 orders
a day.
They closed the FY14 with revenues worth ₹210 crores!
Talking about the present year – BigBasket now processes almost 20,000 orders
per day, and has a team of 2000 members.
They have also acquired a Hyperlocal delivery start-up called – ‘Delyver’, to further
strengthen its delivery service. Although, the company still functions as an
independent entity, but the cofounders of Delyver have also been included in the
management team of BigBasket.
Going by the experts, this acquisition will greatly help BigBasket in their Express
Delivery model, to delivery groceries in one hour.
Moving on, around the mid of 2015, BigBasket also roped in Bollywood actor –
‘Shah Rukh Khan’ as their brand ambassador, for an undisclosed sum; following
which, they also launched a high volume television, digital and print media
campaign as well.

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They are now operational in seven cities which include six metros, and are also in
plans to expand to two more metros and 50 tier two cities soon. They will also be
opening 8 large warehouses in metro cities.
As per the filings submitted with Ministry of Corporate Affairs, BigBasket is now
valued at around ₹2,100 crore ($320 Mn). They now cater to more than 450,000
with a monthly order growth rate of more than 30 %, and are also expecting to
close this fiscal with a turnover of around ₹250 crores.
With the recent developments (and the ones planned for the future), the company
is targeting an increased turnover to ₹800 crore by the next year, and also aims to
break-even in the next two years as well. They are also in the final stages of closing
a $120-million round of funding to achieve their goals.
Lastly, talking about their funding – BigBasket has received a total equity funding
of ‘$85.8 Mn’ in 3 Rounds from 5 Investors. These investors include – Ascent Capital
Group, Bessemer Venture Partners, Helion Venture Partners, ICICI Venture and
Zodius Capital.

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 Bigbasket
Key People/Management at Bigbasket

Vipul Parekh
Co-Founder

Abhinay Choudhari
Co-Founder

Biswajyoti Barat
Head of Merchandise

Amrit koijam’s
Business Head at BigBasket.

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The vision statement of BigBasket com
1.What is a vision statement?
The vision statement for BigBasket com is its strategic plan for the future – it
defines what and where BigBasket com Company wants to be in the future. The
vision statement for BigBasket com is a document identifying the goals of
BigBasket com to facilitate its strategic, managerial, as well as general decision
making processes.

2. Components of the vision statement

2.1. Concise
The vision statement of BigBasket com is brief and to the point. This means that
the company has not used long dialects and dialogues to delivers its opinion ad
stance to the public and relevant stakeholders. The vision statement should be
brief and comprehensive – it should communicate the essence of the business,
and its future plans to help the stakeholders understand its business philosophy
and business strategy.
2.2. Encompassing description
The vision statement of BigBasket com should be brief but should be holistic in
nature. This means that the visions statement should be complete in its
description and information of what the company desires, and how it plans to
achieve its long term goals strategically. The vision statement should be a
comprehensive statement identifying the company’s core strengths, which would
enable it to achieve its futuristic goals.

3. How to develop a vision statement

The company should identify the following t be able to guide its business
decisions towards future success and progress to be able to develop a successful
vision statement:
3.1. Look at the organizational history
When did BigBasket com start the business?
How many employees did the company have during the beginning?

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The significant milestones that BigBasket com has achieved since being started,
and when were these milestones achieved?
Include all positive and negative milestones that BigBasket com has faced, and
how it overcame them?
What does BigBasket com enjoy the most about its business and why?
These questions will help the management and key decision makers at BigBasket
com to critically assess the history and the various decisions that were made for
BigBasket com and the business. These will be critically reviewed for the positive
o the negative consequences they brought, and how that influenced the general
business direction or BigBasket com to have it stand in its present position.
3.2. Look at the present
What is the business landscape for BigBasket com currently?
How many employees does the business have currently?
What is the unique value proposition offered by BigBasket com
What are the strengths, weaknesses, opportunities and threats being faced by
BigBasket com in the present?
What is the financial strength of the company in the present?
These questions will help strategic managers and decision-makers identify the
need of the business to progress, as well as identify the resources needed for
advancement. In addition, these questions will also help BigBasket com in
deciding the future direction it wants to take on, and how to achieve and realize
that direction. Lastly, assessment of present standing for BigBasket com will help
the business identify how it can improve the business with potential changes.
3.3. Look at the future of the organization
What are the long term goals for BigBasket com?
What are the short term goals for BigBasket com?
How can the company improve its offerings?

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Which processes and ideas can be implemented to help the business gain higher
effectivity and efficiency?
What is the potential for growth for BigBasket com?
What are the secondary goals of the business?
These questions will allow managers and decision makers for BigBasket com to
clearly think about where they want the business to be in the future, and how this
future and its goals can be achieved and realized.
3.4. Identify loopholes
The process of critically assessing the past, present and future of BigBasket com is
important for vision building because:
It allows identification of gaps and loopholes between the present an the future
It directs BigBasket com towards filling those loopholes through correct resource
allocation
It helps idea generation for enhancing business performance
It allows strategic decision making for fueling business growth

4. How to implement a vision statement

4.1. Gathering for a meeting and idea generation
BigBasket com should gather all employees from different managerial levels in
groups
These groups should work towards generating ideas based on what the
organization stands for, and what it offers
The idea generation should be based on the employee's perception
The ideas should also involve where the progression of the company should be
focused on
In addition, the employees should also focus their ideas on foreseeing a potential
future for BigBasket com
4.2. Grouping similar ideas and developing drafts

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Similar ideas should be grouped
Senior level employees should develop and compare descriptions for grouped
ideas
The grouped ideas should be categorized according to themes
The thematic groupings should be prioritized with the organizational offerings and
values
Draft vision statements should be created based on high priority groups of ideas
and descriptions
4.3. Evaluating the vision statement
Visions statements should be evaluated on their criteria of matching with the
organizational offering and potential
The vision stamen should also reflect the work environment and business
potential of BigBasket com
The vision statement should be in line with the values of BigBasket com
4.4. Communication of vision statement
The visions statement should be communicated to all relevant stakeholders of
BigBasket com
The visions statement should be incorporated in the annual statement
The visions statement for BigBasket com should also be updated, and
transparently be drafted within the organization
The visions statement should be sued to guide the drafting of the mission
statement

The mission statement of BigBasket com

1. What is a mission statement?
The mission statement for BigBasket com is a public document that details the
values and strategic aims of BigBasket com. The mission statement of BigBasket
com also identifies the purpose of the organization existence, highlighting the

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services and the products it offers. Further, the mission statement also identifies
the organization’s operational goals for BigBasket com, the processes the
company uses to achieve those, the target customer groups, and the region
where the company operates.

2. Components of a mission statement

2.1. Customer satisfaction
The mission statement of BigBasket com focuses on addressing issues of customer
satisfaction. The mission statement of BigBasket com has identified its target
customer groups, and also identified their needs and demands. The mission
statement reflects on how its products and services work towards increasing
customer satisfaction for its target customers.
2.2. Based on core competencies
The mission statement of BigBasket com is based on its integral strengths and
competencies. This is important for BigBasket com as the mission statement will
highlight the different systems and processes as well as strategic tactics that the
company uses to achieve its organizational and strategic goals. The achievement
of the goals will depend on how well BigBasket com makes use of its core
competencies.
2.3. Realistic and clear
The mission statement for BigBasket com is also realistic and clear. This means
that BigBasket com has used simple, string, and easily understood words and
phrases in the drafting of its mission statement. Clarity is important so that the
mission statement is understood by all relevant stakeholders of BigBasket com
Company. BigBasket com’s mission statement is also realistic, which makes it able
to achieve various set goals and targets.
2.4. Motivational and inspirational
The mission statement of BigBasket com is motivational in that it works towards
inspiring the employees and the workforce towards giving their optimal best
performance towards the goal achievement of BigBasket com. The mission
statement of BigBasket com is also inspirational in that it develops the need for

.
growth and progress in individuals – for the betterment of not only the company
but also for their own selves.
2.5. Specific and sharp
The mission statement of BigBasket com is precise and to the point. It is easy to
understand and delivers what the audience must know about BigBasket com’s
offerings and operations. It is important to keep the missions statement short,
sharp and precise to be able to successfully communicate the company’s standing
to stakeholders, instead of dragging it on into long pages with repetition and non-
important aspects.
2.6. Reflects the company’s offerings
The mission statement of a company should be based on what the company has
to offer in terms of products and services. This means that the mission statement
for BigBasket com highlights its offerings, but ensures that this offering is in line
with the values that the company stands for. The mission statement for BigBasket
com, therefore, identifies the ethical grounds through which the company
systematically works to deliver its offering.

3. How to develop a mission statement

It is important to follow the following steps and answer the following questions to
be able to develop successful mission statements:
3.1. What does BigBasket com do?
Define the purpose of BigBasket com
Define its brief history
Define the need for existence for BigBasket com
3.2. How does BigBasket com manage to achieve its promised offering?
Explain the systems and operations employed at BigBasket com
Identify relevant ethical policies in place at BigBasket com
Highlight the use of transparency at BigBasket com in all matters

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Define the processes that BigBasket com uses to deliver its promised offering to
target customer groups
3.3. For whom does BigBasket com produce offerings?
Define target market customers for BigBasket com
Target market customers from different regions can also be defined
BigBasket com can also explore secondary target market groups, and define them
in the mission statement
3.4. What value is BigBasket com adding on?
Define the value additions being brought forward by BigBasket com in the
customer’s life
Define the purpose of the offerings being delivered by BigBasket com
Highlight the importance of BigBasket com in the lives of its customers

4. How to implement the mission statement

4.1. Communication
BigBasket com should communicate the mission statement to all stakeholders –
employees, customers, shareholders, public, government etc.
BigBasket com should also keep the mission statement transparent and accessible
at all times
4.2. Training
BigBasket com should encourage its employee force to undergo training if need
be to meet the requirements of the mission statement
BigBasket com should regularly hold workshops to refine the values being defined
in the mission statement and build them in its employee force
4.3. Goal setting
BigBasket com should develop SMART goals to meet the strategic targets
identified in the mission statement

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BigBasket com should also develop ethical grounds to remain in line with the
mission statement
BigBasket com should keep goals flexible, but the means to achieve the goals
should be stringent and should reflect the values drafted in the mission statement

Goals of BigBasket com

1. What are organizational goals
Organizational goals are those business and strategic objectives that define the
purpose of BigBasket com. Organizational goals are strategic targets that
BigBasket com wants to achieve over a period of time. This time period is
generally long term. The goals of BigBasket com help direct its employee
behaviour, as well as help in directing the operations of the business in the short
term.

2. Components of goal
2.1. Achievable
The goals set by BigBasket com should be achievable. This means that BigBasket
com should have the resources and the finances necessary for being able to
realize the organizational goals over the long haul. BigBasket com should also
have the strategic leadership to be able to achieve these organizational goals.
2.2. Time-frame defined
All goals set by BigBasket com- even for the long term – have an attached time
frame. This is important to ensure that the organization is effective and efficient
in realizing its goals. An attached time frame for the goals set for the long term
future also helps in establishing a related time frame for the more short term
organizational objectives.
2.3. Easy to understand
The goals should be fairly simple and should be easily understood by all
employees of BigBasket com. This is important as only when employees are clear
about what the goals are, their importance, and the urgency of achieving them
will they be able to relate with them and work towards achieving them.

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2.4. Easy to communicate
The goals set by BigBasket com should also be easy to communicate. This means
that the jargon used for goal setting and goal communication should be clear and
precise. These goals should be communicated with all managerial levels, and all
employees to allow them a directive path to help the organization achieve these
goals.
2.5. Pragmatic
The goals set by BigBasket com should also be realistic in nature. This means that
all strategic goals defined by BigBasket com should take into consideration not
only its internal financial position and resources but also the skill set of its
employees and the larger macro environment. This will enable the company to
set goals that will sue the core competencies of BigBasket com to help it achieve
the strategic goals easily, and realistically.
2.6. Relation with job tasks
All goals should be relatable with the employees of BigBasket com. This means
that all goals should directly or indirectly be tied to the job tasks and job nature of
employees. This is to ensure that employees don’t feel redundant and use their
skills to help the organization progress.

3. How to develop goals

3.1. Strategic evaluation
Assess and review the vision statement
Based on the vision statement and company values, decide where BigBasket com
should be in the next five years
3.2. Brainstorming
Brainstorm goals that will help BigBasket com achieve its long term direction
Group goals according to themes
Cluster the goals, and briefly describe each group and cluster
Set long term goals for the company according to different clusters and groups

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3.3. Prioritization
Prioritize different clusters and groups
Set and define long term goals based on prioritization
Prioritization should be based on how soon the different defined goal groups and
clusters will help BigBasket com progress and achieve its desired position in the
next five years or so to develop a successful vision statement

4. How to implement goals

4.1. Communication
Communicate the goals to all managerial levels
Goals should also be communicated to all relevant stakeholders – including
distributors, shareholders, third-party contractors etc.
Goals may also be communicated to customers
Communication of goals will help BigBasket com achieve goals by defining roles
and milestones needed for achievement
4.2. Periodic strategic evaluation
Evaluate the progress of goal attainment periodically
This evaluation is done at a strategic level and operational level
Different goals should be set for different departments of BigBasket com to help it
achieve the broader long term goals
These departmental goals help in directing operations towards the larger strategic
goal attainment
4.3. Training
Employee training to develop skills needed and necessary for goal attainment
Training can be in-house or out-house for employees
Training for BigBasket com should be continual and should be consistent with the
goals set

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 Chapter 2
Marketing strategy of Big Basket
Marketing strategy helps companies achieve business goals & objectives, and
marketing mix (4Ps) is the widely used framework to define the strategies. This
article elaborates the product, pricing, advertising & distribution strategies used
by Big Basket.

• Big Basket Product Strategy:

The product strategy and mix in Big Basket marketing strategy can be explained
as follows:
Big Basket is a leading Indian ecommerce website focusing on grocery items
being delivered. The main product in its marketing mix is its website and app,
which gives access to users to buy groceries and food online. Big Basket offers a
variety of products ranging from grocery to dairy products, to staples to meat
products. Following are the varieties of product categories it offers:
• Fruits & Vegetables – Fresh fruits, Fresh Vegetables, Cut fruits, Cut Vegetables,
Exotic fruits & vegetables, Sprouts, Organic produce, Flowers
• Food grains, Oil & masala – Dals, pulses, Rice, Salt, Sugar, Organic Staples,
Flour, Dry fruits
• Bakery & Dairy – Bakery snacks, gourmet breads, cakes, desserts, dairy
• Beverages – Tea & Coffee, Fruit Juices, Energy Drinks, Soft drinks
• Branded Foods – Breakfast Cereal, Ketchup, Pasta, Baby food etc.
• Beauty & Hygiene – Oral Care, Beauty, Grooming, Hygiene, Fragrance, Skincare
• Household – Utensils, Storage, Stationary, Car needs, Electricals etc.
• Gourmet – continental snacks and confectionarie.

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 • Eggs & Meat, Baby Care etcBig Basket Price/Pricing Strategy:

• the pricing strategy in Big Basket marketing strategy:

Big Basket is a leader in the online grocery delivery services. Big Basket is the first to
venture into this sector and has many competitors currently. Even with all the competition,
it continues to be the market leader and most popular amongst the customers. It tries to
increase its margins by setting a nominal price of Rs.20 as a delivery charge for items
ordered below Rs.1000. It also provides a nominal discount on the order of Rs.3000 or
Rs.5000 and above to encourage households to buy their monthly groceries from Big
Basket thus providing economies of scale. They mark up the prices of the groceries a little
higher from the market prices so as to cover their high variable costs. High variable costs
are incurred due to wastage of perishable items, cost of transportation, cost of labor,
transportation damage, cost of storing inventory etc. Although there’s a markup in the price
it still tries to keep the prices competitive with the other players in the market.

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 • Big Basket Place & Distribution Strategy:

Following is the distribution strategy of Big Basket:

Big Basket is spread over many parts of the country which include cities like Bangalore,
Mumbai, Hyderabad, Pune, Chennai, Delhi-NCR, Madurai, Coimbatore, Mysore,
Vijayawada-Guntur, Ahmedabad, and Nashik. Big Basket will soon be expanding their
operations soon to other cities. The customers place their orders online according to their
needs. While doing so, they choose the delivery timings and the mode of delivery. It
provides two types of deliveries: Standard and Express. Express delivery is done within
two hours of placing the order and Standard is delivered on the next day. Since Big Basket
follows an inventory model, it procures its goods from HUL, P&G and other big
manufacturers, farmers and retail stores and stores it in the warehouse.

Upon receiving the order, the delivery personnel picks it up from the warehouse and
delivers the goods to the said person within the chosen time.

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 • Big Basket Promotion & Advertising Strategy:

The promotional and advertising strategy in the Big Basket marketing strategy is as
follows:

Big Basket has used many marketing and pricing strategies over the years to stay ahead
in the business. The biggest marketing strategy they introduced was to name Shah Rukh
Khan as their brand ambassador and launch TV, media and digital marketing campaigns
which were aimed at gaining popularity and visibility amongst the masses, as celebrities
tend to be very influential in the Indian set up. Big Basket provides offers periodically to its
most frequent customers, heavy shoppers and also cash back in their digital wallets.

Since this is a service marketing brand, here are the other three Ps to make it the 7Ps
marketing mix of Big Basket.

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 • People:

With the scaling up of business, it has to constantly scale up the workforce to keep up
with the operations since it is a very operation oriented business. The business works
on the efficiency of the delivery guys who, if fail to delivery correctly or on time, and the
customer service staff who, if fail in delivering optimal solutions, would lead to customer
complaints and thus degrade the Big Basket brand amongst customer .

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 • Process:

When Big Basket started it used to follow a Just in time model where the delivery staff
used to procure the items from the local retailers as and when the order is received. But
with time it started to follow Inventory model. Now, the goods are procured in advance and
stored in the warehouse. Whenever an order is received from the customer, it does the
weighing, packaging and sends out the items for delivery on the customer-specified timing.
The model of Big Basket is a hub and spoke model. It has a main warehouse in the city
and many other distribution centers throughout the city where the goods are shipped for
delivery. Currently, it has been focusing on implementing the hyper-local strategy where it
has tie-ups with the local vendors to deliver goods within an hour or two.

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 • Physical Evidence:

Physical Evidence of Big Basket is seen from the way that we get the delivery of the
goods, the quality service provided by the customer care executives, the warehouse
storage, transportation services etc. Hence this covers the marketing mix of Big Basket.

1. marketing mix

1.1. Understanding the marketing mix

• The marketing mix is an important set of marketing tools and

characteristics that a firm uses to increase penetration in the target
market groups
• Using the marketing mix strategically includes focusing on seven
important aspects of marketing and branding for an organization,

.
 namely: product, place, price, promotion, people, process, and physical
evidence.

1.2. Importance of marketing mix

• The marketing mix helps a company choose and decide on a suitable

marketing strategy
• The marketing mix also helps a company in resource and budget allocation
to different aspects of the marketing strategy and product development
• The marketing mix also allows a company to choose the right and effective
marketing tactics for its promotional needs

2. Marketing mix for BigBasket com

BigBasket com makes use of the marketing mix strategically to achieve not only
the marketing objectives but also the broader organizational objectives.
Marketing Mix BigBasket com is presented below:

2.1. Product
Product is one of the most important components of the BigBasket com
Marketing mix. The distinctive characteristics of the product by BigBasket com
are:
2.1.1. Quality
• BigBasket com maintains the high quality of products
• High product quality is maintained by adding value during different stages
of the value chain
• BigBasket com procures raw materials from reliable and trusted suppliers
only
• These raw materials are processed under carefully maintained
environments to maintain high and consistent quality of the products
High quality promise and delivery also provides BigBasket com with a
distinctive competitive advantage
2.1.2. Ease of use

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 • The products manufactured and sold by BigBasket com are relatively easy
to use
• All products come with a user manual, which is easy to understand and
which provides simple instructions for product use
• The consumers can also call the 24/7 helpline to understand details about
product usage
• Also, retail representatives provide detailed instructions and explanations
regarding the use of the product at the time of the sale
2.1.3. Portfolio broadness
• BigBasket com has a broad portfolio of products
• The broad portfolio helps BigBasket com in reaching different target
groups in the market
• Also, the broad portfolio allows financial strength to BigBasket com
• The broader product portfolio also adds more value for BigBasket com
2.1.4. Benefits of product consumption
• BigBasket com offers functional benefits to consumers of the product use
• These functional benefits are promised and delivered – however, they are
also delivered by other similar products
• The distinguishing aspect of BigBasket com is its delivery of emotional
benefits to the consumer
• Products manufactured and sold by BigBasket com promise consumers an
ego boost, confidence, and security
• BigBasket com also promises fulfilment of psychological needs on product
consumption
• These psychological needs include, for example, the need for empathy,
the need for belonging, and the need of feeling loved.
2.1.5. Different SKUs
• The products by BigBasket com are available in different sizes
• BigBasket com has made use of different SKUs to increase market
penetration

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 • Different SKUs can be brought and used as per the consumption needs of
the consumers, and the target markets
• Through the production of different SKUs, BigBasket com has also
increased the trial rate
• Different SKUs have also helped BigBasket com improve its product
accessibility

2.2. Price
BigBasket com marketing mix focuses on a hybrid strategy for pricing to obtain
maximum value for its products. The marketing mix BigBasket com uses a
combination of a number of techniques for pricing its products, which are
detailed below:
2.2.1. Premium pricing
• By using premium pricing for some of its product ranges, BigBasket com
encourages favorable brand and product perceptions in target consumer
groups
• Premium pricing for products also encourages a favorable quality
perception of BigBasket com products amongst consumers
• With premium prices, BigBasket com has successfully also made some of
its product ranges exclusive by restricting sales and production. This, in
turn, leads to a perception g luxury in consumption products
• Premium prices add a touch of privilege and high value in BigBasket com
products
• Using elements of premium prices in other product ranges has also
allowed BigBasket com to maintain significantly high profits and a
consistent business growth
2.2.2. Psychological pricing
• Since BigBasket com has a number of different product ranges and
product groups, the use of psychological pricing has been beneficial
• With the use of psychological pricing, BigBasket com also successfully
adds more value to its products from the point of view of customers
• BigBasket com also gains higher sales with psychological pricing

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 • Consumer purchase a higher amount of BigBasket com products because
of its use of psychological pricing
• BigBasket com is able to increase its target audience and broaden its
target purchaser groups
2.2.3. Geographical pricing
• BigBasket com is able to penetrate different regional markets optimally
with the use of geographical pricing
• For offshore locations, geographical pricing also allows BigBasket com to
cover shipping and customs expenses
• Geographical pricing also allows BigBasket com to maintain consistent
revenue growth by altering pricing in different markets based on local
currency value
2.2.4. Bundle pricing
• For some product ranges, BigBasket com is also known to use bundle
pricing strategy popularly
• BigBasket com also uses bundle pricing during sales
• Bundle pricing increases the trial rate for consumers
• BigBasket com experiences higher return on the cost of gaining a new
customer
• With bundle pricing, BigBasket com is also able to control costs and prices
by lowering marketing and distribution expenses
• The use of bundle pricing also adds value to the umbrella brand name of
BigBasket com.

2.3. Placement
BigBasket com places high importance on the placement of its products because
it directly relates to accessibility for consumers.
2.3.1. Company-operated stored
• The company maintains stores operated by the management of BigBasket
com in all markets
• Company-operated stores give BigBasket com higher control over
operations as well as store layout and design

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 • BigBasket com also interacts directly with the consumers and gathers
important details regarding consumer behavior and consumer feedback
through company-operated stores
• The company operated stores also give leverage to BigBasket com in
terms of decisions regarding the stocking of different product item
2.3.2. Licensed stores
• BigBasket com licensed stores also allow consumers to enjoy the various
product offerings by the company
• Licensed stores also decrease the risk of financial and physical investment
for BigBasket com in unstable markets
• Licensed stores have also given BigBasket com high business growth, and
a boost for rapid market expansion and penetration
• Through licensed stores, BigBasket com has also learned about local
consumers and cultures
• Licensed stores and shops encourage sales of products by BigBasket com
by aligning it with local cultural values
• Licensed stores also help BigBasket com in localizing its product offerings
to enhance brand equity and band image
2.3.3. E-commerce
• BigBasket com has developed a successfully operational website for
online order placement and order tracking
• BigBasket com also encourages sales through social media portals, where
the company takes orders through direct messages, as well as through a
mini-shop model
• The company also stocks products with online retailers such as Amazon
and eBay, as well as smaller local online retailers as well
• Online retailing, and using the internet to make sales has boosted the
sales for BigBasket com and has also increased the accessibility of its
products for consumers.
2.3.4. Supermarkets and hypermarkets
• BigBasket com also places its products in supermarkets and hypermarkets
across the country

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 • A large number of BigBasket com target groups shop from supermarkets
and hypermarkets
• Placement in supermarkets and hypermarkets also improve cost efficiency
for BigBasket com
2.3.5. Partner agents
• In offshore locations, BigBasket com also makes use of partner agents for
its products’ placement
• These partner agents are assessed and evaluated on strategic
compatibility and reliance
• BigBasket com contracts with partner agents in other countries and
markets for its product placement to ensure quality control and terms of
negotiation

2.4. Promotion
The marketing strategy for BigBasket com also places high importance on the
promotional tactics and strategies used. The promotional strategies allow the
BigBasket com to interact with the consumers and influence them directly.
BigBasket com uses a 360-degree approach in its promotional activities, and
makes use of the following means of promotion:
2.4.1. Digital marketing
• BigBasket com has corporate profiles on all social media websites and
portals
• BigBasket com uses its social media presence to directly, engage with
consumers
• This direct engagement and interaction allows BigBasket com to
understand the customers, their needs and demands
• BigBasket com uses this feedback and incorporates it in its broader
marketing and organizational strategy
• BigBasket com also maintains a corporate website – which highlights
company information, product information as well as information
regarding any ongoing campaigns and sales
Lookin2.4.2. Reward Programs

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 • BigBasket com has a loyalty card program for its customers
• The loyalty card allows customers to redeem points in exchange for
products or other exciting gifts, as directed by the company
• Each purchase is entered into the loyalty card by BigBasket com and is
valued for points against the products’ monetary value
• The loyalty card can be purchased or is given complementary by BigBasket
com on high valued purchases
• Frequent usage and purchase of products by BigBasket com also has
rewards against the loyalty card
2.4.3. Community Influencers
• BigBasket com makes use of community influencers as its on-ground
promotional efforts
• BigBasket com identifies strong and confident individuals to be brand
ambassadors in their communities
• BigBasket com provides these brand ambassadors and community
influencers with its product range and invites them to use it themselves to
see benefits
2.4.4. Conventional marketing
• The company places advertisements in consumer-related magazines. This
largely includes home decor, and home management magazines
• Magazine ads are not very frequent, but appear twice every quarter of
the fiscal year
• In high-density locations, BigBasket com also makes use of out of house
hoardings
• Hoardings increase visibility for BigBasket com and also work towards
building stronger brand recall
• BigBasket com also produces TV advertisements
• All TV advertisements have an emotional appeal to them
• TV advertisements by BigBasket com have progressed to include a slice of
life elements and characteristics
• TV advertisements by BigBasket com also highlight the functional benefits
of the product

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 2.5. People
The marketing mix of BigBasket com also places an essential focus on people
development and people building. This is because BigBasket com realizes the
importance of employees in building strong customer relationships. BigBasket
com develops its employee and people by focusing on the following aspects:
2.5.1. Training
• BigBasket com makes sure that all employees undergo regular training
sessions for skill development and enhancement
• Trainings at BigBasket com are not the only field related, but also focus on
essential management and organizational skills
• Training sessions and activities at BigBasket com also identify with the
employee's own needs of progression, development and growth
• All training sessions and activities designed and carried out by BigBasket
com take into consideration business goals and objectives, as well as
employee's personal goals and aspirations
• BigBasket com, therefore, tries to develop the employee as an
organizational member, as well as an individual
• All training is engaging, and hands-on so that employees do not only learn
but also experience
2.5.2. Organizational ownership
• BigBasket com works on strengthening the organizational commitment in
its employees
• BigBasket com builds employee loyalty so that people can reflect their
optimal best at work
• BigBasket com also understands that satisfied employees will lead to
happy and satisfied customers
• BigBasket com regularly shares different reward programs for employees,
including stock sharing, so that their organizational commitment and
ownership is enhanced
• BigBasket com also includes employees in decision making at different
managerial levels, and regularly takes their feedback for different

.
 projects and products – which also work towards building organizational
ownership
2.5.3. Motivation building
• BigBasket com employees are the face of the organization
• BigBasket com are motivated through the exciting and creative
organizational culture
• Employees are also motivated through different reward programs and
bonuses that BigBasket com distributes
• Another source of motivation is appreciation programs where
management appreciates and acknowledges the work and performance
of different employees
2.5.4. Succession planning
• BigBasket com remains one of the leading players in the industry also
because of its focus on succession planning
• BigBasket com conducts succession planning for all managerial levels
• Succession planning is done through internal promotions as well as
external recruitments to meet the needs and demands of the vacant job
position at BigBasket com
• Strategic succession planning has allowed BigBasket com to be prepared
for different challenges, and also be resourceful enough to deflect them

2.6. Process
BigBasket com has organized and systematic processes in place to make sure
that the business experiences consistent growth.
2.6.1. Operations
• All operations at BigBasket com are clearly defined and communicated to
the employees
• BigBasket com makes sure that employees are well trained, and
knowledgeable of all processes relates to operations
• All stages of operational processes focus on maintaining a high quality
level and standard of the products

.
 • Systematic process re in place for all operation – from procurement to the
final sale of the products
• All operational processes are maintained, checked, and uploaded through
the internal portal of the organization for supervisory purposes
• The use of online portals for operational processes also builds a strong
backup for managerial purposes at BigBasket com
2.6.2. People Management
• BigBasket com has also defined clear processes for people management
through streamlining its human resource management department
• BigBasket com has defined guidelines regarding recruitment, training,
compensation management, and performance appraisal of employees
• All people related processes are not only communicated to the
management and supervisors, but also to employees to create a sense of
transparency, and an environment of trust
• Progressive people management systems and processes have allowed
BigBasket com to keep its workforce motivated and happy – which
reflects in satisfied customers
2.6.3. Quality maintenance
• BigBasket com also has defined policies and processes for managing and
maintaining quality
• All products undergo triple quality checks to ensure that customers
receive the best product
• In addition to quality checks at the production and distribution level, the
management has also placed separate quality maintenance and quality
check department
• The quality maintenance department has experts who make sure that not
only the final product but also the processes involved in producing the
product were infused with quality
2.6.4. Store management
• BigBasket com manages store management through stringent and closely
monitored policies and processes

.
 • These processes relate to not only the floor and space design but also to
the performance of the employees at the store
• The processes for store management also regularly monitor footfall and
work on strategies to increase footfall through different tactics, and
changes in the store design and store management
• The company also has a systematic process for customers who interact
with the products and feel them before making the purchase
• The final sale at the store is also clearly defined – for the employees and
the customers both
• Processes and policies are important for BigBasket com for maintaining
quality of the products, and for ensuring that the company does not
experience any unnecessary expenses and costs

2.7. Physical evidence

The physical evidence is also important in the marketing strategy for BigBasket
com as it works towards influencing the consumers in favor of the brand and its
offerings. The physical evidence for BigBasket com include:
2.7.1. Store atmosphere
• The store design and management for BigBasket com is exciting and
creative
• The store atmosphere makes the customers feel relaxed and comfortable
–so that they can interact with, and enjoy product offerings by BigBasket
com at ease
• The store design is also important for BigBasket com because it controls
the level and nature of experience and interaction that the customers
have with the product and the brand
• With company-operated stores, it is easier for BigBasket com to control
and manage the store atmosphere to be able to positively influence
customers and to be able to appeal to them emotionally
2.7.2. Packaging
• BigBasket com has unique packaging, which is different from other
players in the industry

.
 • BigBasket com also has a vibrant touché to its packaging, which is
regularly changed in terms of colors and patterns
• The logo for the company is simple, and recognizable by the consumers
easily
• The brand logo has also become a symbol of confidence, ambition, and
aspiration for consumers who use products by BigBasket com
• The packaging of the products is sophisticatedly done and matches the
brand image developed and maintained by BigBasket com
2.7.3. Website design
• The website design is simple and easy to use
• BigBasket com has a customer friendly user interface which allows easy
navigation and understanding of its various product offerings
• The corporate website of BigBasket com also has the brand logo, and is
packaged similarly to the products offered by the company
• The design patterns, and color change on the website with changes to the
product packaging to match various campaign needs and sale offerings

BigBasket com Marketing Mix Strategy 7Ps Analysis

BigBasket com needs to develop marketing mix strategies to achieve its desired
results within the market that it serves. By developing strategies that address the
various aspects of each element, BigBasket com will be able to achieve its broad
marketing strategy. An analysis of the 7 elements of the marketing mix and
recommended strategies among each for BigBasket com are as follows Marketing
Mix of BigBasket com.

Product:

• BigBasket com sells its products under 5 broad categories, and each of
these serves as separate product lines. All of its products are sold under the
brand name of BigBasket com.
• BigBasket com sells products with a lot of variety available, which allows
customers to select the product variety that best suits them.

.
 • BigBasket com sells products that are highly differentiated, with various
features offered to customers that competitors don’t offer. Its products are
therefore considered to be unique.
• Its products are perceived to be of higher quality than that of competitors.
Therefore, customers are willing to pay a higher price for these.
• BigBasket com sells products that are famous for its traditional design that
is also practical for customers to use.

Recommended Product Strategy for BigBasket com

• BigBasket com should extend additional benefits for purchasing its products
that include warranties, delivery and credit, after-sales service, helpline
services etc.
• It should introduce new products that are in line with the latest trends in
the market. It should identify opportunities within the market and
introduce new products that make use of these opportunities.
• It should test newly introduced products in test markets before going for
full commercialization of these.
• It should introduce widen its product portfolio, offering new product lines
to fulfill customer needs.
• BigBasket com should improve its product packaging such that it is more
convenient to transport and use. Its packaging should also be visually
appealing so that customers are attracted to it.

Price:
• The current pricing strategy to set the price level that BigBasket com
follows is a competitive based pricing strategy. This is because the data on
competitors is easily available due to a large number of competitors that
exists within the industry.
• It also takes costs into consideration to set prices for a few products for
which either information is not available on competitors, or are costlier to
make,
• BigBasket com sells its products at a higher price than competitors. This is
because it offers more features, and the high price makes up for these.

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 • It currently uses product bundle pricing as well, where products are
bundled together and sold at prices lower than the total of individual items.
• It also uses an optional product pricing strategy for certain products, where
it offers a price for the base product and separate prices for the accessories
that come along with it.
• It charges a greater price for the products it sells online. This is because
delivery costs have been included in the price of the product.
• BigBasket com has fixed the prices of the final product. Channel members;
retailers and wholesalers, buy the product at a lower price and earn
through their own margins.

Recommended Price Strategy for BigBasket com

• BigBasket com should introduce discounts and allowances, where it lowers

prices for a short period of time in order to attract customers and gain
market share. It can do this by reducing a percentage off the price of its
products.
• BigBasket com should use psychological pricing where it prices products so
that they seem to be lower; for example, it can price a product worth $100
as $99 as people would consider this to be lower.
• BigBasket com should introduce new products with a price penetration
strategy where it offers an initial lower price than competitors to gain
market share. This will ensure that new products that are introduced are
used by and become more popular than that of competition.

Place:
• BigBasket com sells its products through two marketing channels. The first
is where it sells directly to its customer through its online website. The
second is where it sells to wholesalers who then sell to different retailers
located all over the country. These then sell to its customers.
• BigBasket com has its products present on over 500 retailers throughout
the country. It follows an intensive marketing strategy where it tries to

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 include its products on as many retailers as possible. This ensures that its
products are available to customers easily in different parts of the country.
• BigBasket com has a substantial amount of online sales with frequent traffic
on its websites. In order to run its online operations, BigBasket com has
partnered with numerous delivery service providers in order to provide
timely deliveries.
• It follows an omni-channel distribution system where it has integrated its
online and offline stores to allow customers easy access to its products.
• BigBasket com has a network of over 500 suppliers that provide it with the
raw materials needed for production. It has developed a close working
relationship with its suppliers allowing the company to work with them to
innovate and introduce new and attractive features on its products.

Recommended Place Strategy for BigBasket com

• BigBasket com should open up its shop on social media as well, where it
would sell its products on these platforms along with social media posts.
This will allow the company to generate more sales. Its online shop and
social media pages should be integrated in order to provide easy navigation
to its users.
• BigBasket com should focus on improving its online website such that it
becomes more user-friendly and easier to use.
• BigBasket com should ensure that it sells its products to large retailers
through personal selling. These large retailers have grown in recent years
and attract a large number of customers. This would ensure that BigBasket
com increases its sales.
• BigBasket com should open up company-operated retail stores, where it
offers all of its products. This would help save costs for the company as
retailer and wholesaler margins would not exist.

Promotions:
• BigBasket com uses multiple media channels to promote its products. It
uses traditional media, which includes an advertisement on television and
radio. This is beneficial due to its large reach and ability to attract a large

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 number of people. It uses online and social media advertising, which is
cheaper and beneficial due to the increasing usage of the internet.
• It advertises on various social media platforms with a focus on YouTube,
Facebook and Twitter due to the high monthly usage of these. It has over
one hundred thousand likes or customer following on these pages, which
are exposed to frequent content uploaded by BigBasket com.
• BigBasket com undergoes various sales promotion taking part in various
trade exhibitions and events around the year.
• BigBasket com undergoes personal selling, with a large sales force to
increase its presence in retail stores.
• BigBasket com uses a percentage of sales method to determine the
promotions budget for the year.

Recommended Promotions Strategy for BigBasket com

• BigBasket com should hire influencers on social media such as bloggers or

popular TV/movie stars, and include them in its advertisements. Bloggers
can post content on their social media pages in order to promote BigBasket
com. TV/movie stars can be included in advertisement commercials to
increase acceptance of the product by customers.
• BigBasket com should initiate an advertising campaign where a consistent
message is provided to customers on all media platforms. This will help
increase awareness for the brand within the minds of the customers.
• BigBasket com should undergo various digital marketing technique in order
to improve the online traffic on its website. These include a banner
advertisement, Search Engine Optimization and creating its blog.
• BigBasket com should make social media posts that are more relevant to its
target audience. The posts should also be such that they encourage further
action by customers such as sharing the posts with friends or leaving
feedback in the form of comments. These should incorporate the latest
social media trends such as hashtags, memes etc.
• BigBasket com should start collecting data on customers and start sending
them messages through email or SMS, which will eventually result in repeat
purchase by customers.

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 People:
• BigBasket com has people working under its sales team that play a vital role
in its marketing efforts. These people have been trained in persuasive
techniques, but also to show respect to the business customers taking into
consideration their preferences.
• BigBasket com has people working in its customer service department.
These are contacted by customers in case of any issues within the product,
and these people guide customers through the process of getting the issues
resolved. These people are trained to respect the customers and try their
best to get their issues resolved.
• BigBasket com has people working with suppliers to obtain raw materials.
These people play a vital role in maintaining or improving the quality of the
final product produced.
• BigBasket com has people working at retail stores who help the customer
on site, by answering any questions or helping them decide the product
that best suits their needs.

Recommended People Strategy for BigBasket com

• BigBasket com should undergo trainings for its sales force, customer
services and purchasing people as these play a vital role in delivering value
to the customers.
• BigBasket com should provide incentives to its sales force through bonuses
for meeting targets, or through commissions for the sales made.
• BigBasket com should hire people that show respect towards customers,
and are committed to the company.

Process:
• BigBasket com to make sure that its products are always available at retail
stores has systems installed where retailers can notify when their inventory
levels are low. BigBasket com provides them with more products while

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 ordering its productions to replenish its stock. This ensures that products
are always available to customers when needed.
• BigBasket com has an online delivery process, where orders are received in
the computer system and based on these orders, the relevant product from
the inventory is shipped to the delivery service provider.
• BigBasket com is actively involved in researching market opportunities in
order to understand customer needs. It also develops understanding
regarding customer needs through feedback collected at store, its helpline
or social media pages.

Recommended Process Strategy for BigBasket com

• BigBasket com should use computers across to handle its various process to
increase efficiency and timely delivery to customers.
• BigBasket com should constantly look for ways to innovate and improve its
processes in terms of efficiency and cost. Costs savings would eventually
lead to lower prices for its products.

Physical Evidence:
• BigBasket com sells its products in a distinct color packaging that easily
identifiable on retail shelves. These are placed on special shelves provided
by the company, which also have a distinct color and design. This makes it
easier for customers to locate such shelves in busy retail stores.
• BigBasket com has an online website that is user-friendly and allows
customers to view its products in high quality images taken from various
angles.

Recommended Physical Evidence Strategy for BigBasket com

• BigBasket com should collect feedback from its customers regarding its
packaging so that it could improve on this.
• BigBasket com should set up its own stores where it provides a shopper-
friendly environment and ambience, encouraging its customers to purchase
its products.

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 Chapter 3
Research Methodology
THA RESEARCH IS DESIGNED TO ALLOW AN INVESITIGATOR TO BASSICALLT LOOK AROUND WITH
RESPECT TO SOME PHENOMENON, WITH THE AIM TO DEVELOP SUGGESTIVE IDEA. THIS STUDY IS
EXPLORATORY IN NATURE AND INCLUDES BOTH DUANTITATIVE ANALYSIS

AS A PURPOSE OF THIS STUDY, DATA HAVE BEEN COLLECTED ON ALL INDIA BASES THE SECONDARY
DATA & INFORMATION HAVE BEEN ANALYZED FOR PREPARING THIS PAPER EXTENSIVELY. THE
SECONDARY DATA &INFORMATION HAVE BEEN COLLECTED FROM DIFFERENT SCHOLARS AND
RESEARCHERS, PUBLISHED E-BOOKS ARTICLES PUBLISHED DIFFERENT JOURNALS, PERIODICALS,
CONFERENCE PAPERS, WORKING PAPER, COMPANY WEBSITES FOR ANNUAL REPORTS & CSR ACTIVITY
REPORTS AND THEIR INTERNAL NEWSLETTERS.

THE COMPANY RELATED DATA AND INFORMATION ARE USED WHICH IS AVAILABLE PUBLICALLY ON THE
WEBSITES OF THE COMPANIES. THIS IS THE BEST\STANDARD PRACTICE FOR A RESEARCH WHICH IS A
CRITICAL REVIEW TYPE.

OBJECTIVES OF THE STUDY

Based on the identified research gaps in the existing literature, following
objectives of this study have been formulated.
i) To identify the factors affecting customers’ perception of service convenience
and to empirically test their impact on five types of service convenience (i.e.
decision convenience, access convenience, benefit convenience, transaction
convenience, and post-benefit convenience).
ii) To empirically test the impact of the aforesaid five types of service convenience
on customer citizenship behaviors.
iii) To empirically examine the mediating role of customer satisfaction in the
relationship between five types of service convenience and customer citizenship
behaviours.

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Data collection methodology
Tools to be used For Data collection is SECONDARY Data & information have been
collected From different scholars And researchers, published E-BOOKS, ARTICLES
published different JOURNALS, PERIODICALS, CONFERENCE PAPERS, WORKING
PAPER, COMPANY WEBSITES & and Their internal newsletters.

Data design
• Secondary Data
A quick, easy and economical source of background information is trade
literature. Research rarely begins without a literature review. In this method key
considerations are:

• Relevance –The research works or conceptual papers or data chosen

for study should be relevant to the issue. The unnecessary one are
to be carefully avoided.

• Sufficient – Another important point is whether the studies or

data are adequate to provide an answer to the problem on hand.
In many a case, data gaps may exist. Sometimes only outdated data
or scholarly works will be available. When relevant and sufficient
research or data is not available, researchers has to supplement this
method with primary data based inquiry.

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 Chapter 4
Data Analysis and Interpretation

SWOT analysis of big basket. Com

A SWOT analysis is a framework that is used to analyze a company’s competitive
positioning in its business environment. This can be used by BigBasket com, and
will involve the identification of its internal Strengths (S) and Weaknesses (W)
followed by the identification of the Opportunities (O) and Threats (T) it faces in
its extensivelyrnal business environment.
BigBasket com is among the leading firms within its industry, and it needs to
retain this position. BigBasket com is carefully reviewing its SWOT analysis and
using it to make strategic decisions. For a SWOT analysis to be conducted of the
firm, an interactive process needs to be undertaken by coordinating among all the
departments of the firm such as finance, marketing, operations, human resource,
logistics, strategic planning, management information systems etc.
A SWOT matrix is a 2x2 matrix that has the internal strategic factors listed in the
first row; Strengths and Weaknesses. It has the external strategic factors listed in
the second row; Opportunities and Threats. This SWOT strategic framework
allows company managers to easily view all of the company’s strengths,
weaknesses, opportunities and threats in one matrix.

Internal Strengths Weaknesses

External Opportunities Threats

The SWOT analysis matrix helps in the development of 4 types of strategies by

managers. These are:

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 • Strengths-Opportunities Strategies (SO): This involves using internal
strengths to take advantage of opportunities.
• Weaknesses-Opportunities Strategies (WO): This involves improving on the
company’s weaknesses by making use of the opportunities.
• Strengths-Threats Strategies (ST): This involves the using of strengths to
minimize the weaknesses.
• Weaknesses-Threats Strategies (WT): This involves the elimination of
weaknesses to combat the threats.

The main objective of the SWOT analysis is to help in identifying the strategies
that can be used by the company to build on its strengths, eliminate its
weaknesses while making the most of opportunities

SWOT Analysis of BigBasket com

Strengths of BigBasket com

• Distribution and Reach: BigBasket com has a large number of outlets in

almost every state, supported by a strong distribution network that makes
sure that its products are available easily to a large number of customers in
a timely manner.
• Cost Structure: BigBasket com’s low cost structure helps it produce at a low
cost and sell its products at a low price, making it affordable for its
customers.
• Dealer Community: BigBasket com has a strong relationship with its dealers
that not only provide them with supplies but also focus on promoting the
company's products and training.
• Financial Position: BigBasket com has a strong financial position with
consecutive profits in the past 5 years, along with accumulated profit
reserves that can be used to finance future capital expenditures.
• BigBasket com has a large asset base, which provides it with better
solvency.
• Return on Capital Expenditure: BigBasket com has been successfully able to
generate positive returns on the capital expenditure it has incurred on
various projects in the past.

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 • Automation: of various stages of production has allowed the more efficient
use of resources and reducing costs. It also allows for consistency in quality
of its products and provides the ability to scale up and scale down
production as per the demand in the market.
• Skilled Labor force: BigBasket com has invested extensively in the training
of its employees that has resulted in it employing a large number of skilled
and motivated employees.
• BigBasket com has a diversified workforce, with people of many
geographical, racial, cultural and educational backgrounds that help the
company by bringing in diverse ideas and methodologies of doing things.
• BigBasket com has qualified and accredited professionals working under in
its team.
• Entering new markets: BigBasket com’s innovative teams have allowed it to
come up with new products and enter new markets. It has been successful
in past, in most of the initiatives it has taken in new markets.
• Social Media: BigBasket com has a strong presence on social media with
more than millions of followers on the three most famous social media
platforms: Facebook, Twitter and Instagram. It has high levels of customer
engagement on these platforms with low customer response time.
• Website: BigBasket com has a well-functioning and interactive website that
draws a large number of internet traffic and sales.
• Product Portfolio: BigBasket com has a large product portfolio where it
provides products in a large range of categories. It has a number of unique
product offerings that are not provided by competitors.
• The geography and location of BigBasket com provide it with a cost
advantage in serving its customers, when compared to that with the
competition.
• BigBasket com has a well-established IT system that ensures efficiency in its
internal and external operations.
• BigBasket com owns a number of intellectual property rights that include
trademarks and patents. These allow it exclusivity over its products and
competitors cannot copy or reverse engineer them.
• BigBasket com is a brand that has been in the market for years, and people
are aware of it. This makes its brand awareness high.

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 • Its products have maintained quality over the years and are still valued by
customers, who find it as good value for the amount of money that they
pay.
• Partnerships: Strategic partnerships are established by BigBasket com with
its suppliers, dealers, retailers and other stakeholders. This allows it to
leverage them if need be in the future.

Weaknesses of BigBasket com

• Research and Development: Even though BigBasket com is spending more

than the average research and development expenditure within the
industry, it is spending way less than a few players within the industry that
have had a significant advantage as a result of their innovative products.
• High Day Sales Inventory: The time it takes for products to be purchased
and sold are higher than the industry average, meaning that BigBasket com
builds up on inventory adding unnecessary costs to the business.
• Rented Property: A significant proportion of the property that BigBasket
com owns is rented rather than purchased. It has to pay large amounts of
rent on these adding to its costs.
• Low current ratio: The current ratio that shows the company’s ability to
meet its short term financial obligations, is lower than the industry average.
This could mean that the company could have liquidity problems in the
future.
• The company has low levels of current assets compared to current
liabilities, and this can create liquidity problems for it in operations.
• Cash flow problems: There is a lack of proper financial planning at
BigBasket com regarding cash flows, leading to certain circumstances
where there isn’t enough cash flow as required leading to unnecessary
unplanned borrowing.
• Integration: BigBasket com's current structure and culture have resulted in
the failure of various mergers aimed at vertical integration.
• Diversification in the workforce: The workforce at BigBasket com is
concentrated with mostly local workers, and low amounts of workers from
other racial backgrounds. Lack of diversification makes it difficult for

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 employees from different racial background to adjust at the workplace,
leading to loss of talent.
• Market Research: BigBasket com has not conducted market research within
the market that is serves since the past 2 years. As a result, it is making
decisions based on 2 years old data, while customer needs may have
evolved over time.
• High employee turnover rates: BigBasket com has a higher employee
turnover rate compared to competitors. This means that it has more people
leaving the job, and as a result, it is spending more on training and
development as employees keep leaving and joining.
• Quality Control: BigBasket com has a lower budget for its quality control
department than competitors. This leads to lack of consistency and the
possibility of damage to quality across its various outlets.
• Lack of legal experience and legal department employees are not highly
qualified.
• A few products have a high market share, while most of the products have
a low market share. This reliance on a few products makes BigBasket com
vulnerable to external threats if these few products suffer for any reason.
• The workload is a high per worker as there are fewer workers than the
actual work required. This puts workers under psychological stress and is
likely to be less productive.
• Worker morale is low due to company culture and politics that have grown
in recent years.
• Competition and qualified employees have been leaving the organisation in
recent years, which could mean a shortage of good talent for the company
in the upcoming years.
• The decision making is highly centralized, and decisions by teams need to
be approved by certain officials. This reduces efficiency in operations by
making them more time consuming. It also leads to reduced innovation.
• The performance appraisal is not in a systematic manner. People are often
not appraised for their performance. This leads to lower work morale and
lack of promotion opportunities for employees.

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Opportunities of BigBasket com

• Internet: there has been an increase in the number of internet users all
over the world. This means that there is an opportunity for BigBasket com
to expand their presence online; by using the internet to interact with its
customers.
• E-commerce: There has been a new trend and a growth in sales of the e-
commerce industry. This means that a lot of people are now making
purchases online. BigBasket com can earn revenue by opening online stores
and making sales through these.
• Social Media: there has been an increase in the number of social media
users worldwide. The three social media platforms; Facebook, Twitter and
Instagram, have shown the greatest number of increase in monthly active
users. BigBasket com can use social media to promote its products, interact
with customers and collect feedback from them.
• Technological developments: technology comes with numerous benefits
among many departments. Operations can be automated to reduce costs.
Technology enables better data to be collected on customers and improves
on marketing efforts.
• There has been an increase in average household income along with an
increase in consumer spending following the recession. This will result in
growth in BigBasket com’s target market with new customers that can be
attracted towards the business.
• Population: the population has been growing and is expected to grow at a
positive rate for the upcoming years. This is beneficial for BigBasket com as
there will be an increase in the number of potential customers that it can
target.
• Inflation: The inflation rate has been low and is expected to remain low in
the next two years. This is an opportunity for BigBasket com as its cost of
inputs would remain low for the next two years.
• Interest rate: Lower interest rates than compared to previous years
provides an opportunity for BigBasket com to undergo expansion projects
that are financed with loans at a cheaper interest rate.

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 • Green government drive: this provides an opportunity for BigBasket com
for the sale of BigBasket com's products to federal and state government
contractors.
• Transport Industry: the transport industry has been flourishing in the past
few years, and shows growth potential in the future. This has reduced the
costs of transportation, which is beneficial for BigBasket com as it will lower
its overall costs.
• Tax policy: the governments’ reduction in tax rate is beneficial for BigBasket
com as a lower amount would be expensed out as a tax.
• The government has also announced a subsidy on the sale of
environmentally friendly goods in this sector. BigBasket com can focus on
these environmentally friendly products and make use of this opportunity.
• Tourism: growth in tourism is beneficial for BigBasket com as it will provide
new potential customers that it can target in order to gain market share.
• Skilled workers: increase in education and training by numerous institutes
has increased the amount of skilled labor available within the country. This
means that if BigBasket com is able to hire skilled labor, it would have to
spend less on training and development, therefore, saving costs.
• The growth in consumer spending in the economy is likely to increase
consumption for BigBasket com's products.
• A number of new niche markets have opened up that are growing.
BigBasket com can sell products in these markets and take advantage.
• Globalisation: Increased globalisation does not restrict BigBasket com to its
own country. It can extend its operations to other countries, entering into
these markets and making use of the opportunities that lie in these
markets.
• Consumers within the industry are becoming more conscious of health, and
this is a segment that is growing. BigBasket com can take advantage by
manufacturing products that are beneficial to customer's health.
• Trade barriers have been reduced on the import of goods. This will reduce
the costs incurred on inputs for production.
• Regulations have loosened in recent years making it easier for businesses to
carry out their operations.

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Threats of BigBasket com

• Technological developments by competitors; New technological

developments by a few competitors within the industry pose a threat to
BigBasket com as customer attracted to this new technology can be lost to
competitors, decreasing BigBasket com’s overall market share.
• Suppliers: The bargaining power of suppliers has increased over the years
with the decrease in the number of suppliers. This means that the costs of
inputs could increase for BigBasket com.
• New entrants: there have been numerous players that have entered the
market and are gaining market share by gaining existing companies’ market
share. This is a threat to BigBasket com as it can lose its customers to these
new entrants.
• Increasing competition: there has been an increase in competition within
the industry putting downward pressure on prices. This could lead to
reduced revenue for BigBasket com if it adjusts to the price changes, or loss
of market share if it doesn’t.
• Exchange Rate: the exchange rate keeps fluctuating and this affects a
company like BigBasket com that has sales internationally, while its
suppliers are local.
• Political uncertainties in the country prove to be a barrier in business,
hindering performance at times and making the business incur unnecessary
costs.
• The fluctuating interest rates in the country do not provide a stable
financial and economic environment.
• Consumer tastes are changing, and this puts pressure on companies to
constantly change their products to meet the needs of these customers.
• Regulations on international trade keep changing, and this requires
compliance by companies if they are to operate globally.
• Substitute products available are also increasing, which is threat collectively
for the whole industry as consumption of current products decrease.
• The rise in prices of fuel has increased in the input costs for BigBasket com.
These costs have also increased as other industries that provide inputs for
this company also have suffered from increasing fuel prices, thereby
charging more.

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 • Increased promotions by competitors have been a threat for BigBasket
com. On most media, there is more clutter than ever, and customers are
bombarded with multiple messages. This reduces the effectiveness of
promotional messages by BigBasket com.
• Constant technological developments require the workforce to be trained
accordingly as the inability to keep up with these changes can lead to loss
of business for BigBasket com.

Limitations of the SWOT Analysis of BigBasket com

Even though the SWOT analysis is an effective tool, it has certain limitations as
well.

• Its major limitation is the fact that there can be an overlap of strengths and
weakness, with a single factor being both a strength and a weakness. For
example, a large number of outlets can be a strength in a growing economy
or a weakness if the economy is going through a recession.
• The matrix is not an end as it does not show how to achieve the objectives.
It should be used as a starting point to make strategic decisions.
• The assessment done through a SWOT analysis is a static one and does not
take into consideration the changes that take place in the competitive
environment.
• The factors listed down in a SWOT analysis may be overemphasized by the
company.
• There are certain interrelationships between the internal and external
factors that the SWOT Matrix overlooks.

Weighted SWOT analysis of BigBasket com

In response to the above mentioned limitations, a weighted SWOT analysis can be
conducted for BigBasket com that involves assigning weightage to each of the
strengths and weaknesses mentioned in the SWOT analysis for BigBasket com. It
also involves estimating the probability of an event occurring in the external
environment. This allows managers to focus on the important factors, and give
less consideration to the less important ones.

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The limitation of the weighted SWOT analysis is that it does not look at how
holistically different factors affect the business when combined.

Example of weighted SWOT analysis

For BigBasket com, the strength for strong distribution can be given a higher
weight than the strength for the skilled labor force.

Advanced SWOT analysis/SWOT Matrix

BigBasket com SWOT analysis lists down the strengths, weaknesses, opportunities
and threats to any organisation, but does not tell management what can be done
by these. To overcome this limitation and help develop strategies that are
appropriate, an advanced SWOT analysis or TOWS matrix is used. This lists down
the Strengths-Opportunities (SO) strategies that involve using strengths to take
advantage of opportunities. It lists the Strengths-Threats (ST) strategies that
involve using strengths to fight of threats. It involves the Weaknesses-
Opportunities strategies that involve converting weaknesses to strengths by using
opportunities. Lastly, Weakness-Threats (WT) strategies involve overcoming
weaknesses to avoid threats.

Marketing Strategy

1 Marketing Mix of BigBasket com

The marketing-mix model is applied to discuss the Marketing Strategy of
BigBasket com.

1.1 Product
This Marketing Strategy element reflects the solution to the customers’ needs.
BigBasket com should develop unique product design, name and features to stand
out in the competitive market. Following factors should be considered to develop
the product strategy- quality, variety, features, packaging, brand name and
augmented services.

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1.2 Pricing
This Marketing Strategy element requires an evaluation of the value of products
for targeted customers. The pricing strategy of the BigBasket com will focus on
setting the list price, credit terms, payment period and discounts.

• If BigBasket com decides to choose the price penetration strategy, it will

have to set the lower price than competitors. The company will be able to
win market share based on discounted pricing. However, management
should be aware of the potential retaliation from competitors in the form
of an undesired price war.
• The choice of skimming strategy will require clear communication of
differentiation basis and how such differentiation justifies the extra price.

Today's customers are not interested in knowing the ‘price' but a total cost
involved in acquiring, consuming and disposing of the product.

1.3 Place/distribution
This Marketing Strategy element requires BigBasket com to make some important
decisions when developing its distribution plan. It should decide:

• Whether the company wants to make the product available to targeted

customer segments through its channels, or it needs a distribution partner
to serve the customers' needs.
• Whether the distribution will be direct (involving no middlemen), or
indirect. If indirect distribution strategy is adopted, the number of
middlemen must be selected (wholesalers, retailers etc.)
• Whether it is interested in: traditional brick and mortar distribution
network, online distribution or a combination of both. Certain online
retailers like Amazon are available if online distribution strategy is chosen.
The company can also develop its online website to sell the product.

Modern customers give high importance to the ‘convenience’ and ‘easy

availability’. The selection of ‘right’ distribution channels will require BigBasket
com to:

.
 • Firstly, consider the product characteristics. Involving various middlemen to
distribute perishable products will not be a wise decision if the product is
perishable.
• Analyse the market dynamics, customers' preferences and own resources
and capabilities. If customers place high importance to personalised
services and prefer shopping from traditional stores rather than online
channels and firm also has enough resources to open their outlets, than
distribution strategy should be set accordingly.
• The competitors’ distribution strategies also need to be studied. A
comprehensive cost-benefit analysis of each channel and comparison with
own resources and capabilities will help BigBasket com develop an effective
distribution plan.

1.4 Promotion
This is one of the most important elements of BigBasket com Marketing Strategy.
BigBasket com can blend above and below the line promotional strategies to
achieve its marketing objectives. The above the line promotion options for
BigBasket com are- television, radio and print advertising. Below the line
promotion options are- catalogues, tradeshows and direct mail campaigns.
The promotional plan of BigBasket com Marketing Strategy requires the company
to consider the following factors:

• Start with clearly defining your unique selling propositions and understand
why customers need the product and how it is different from available
alternatives.
• Craft the message content and evaluate how the crafted message will help
customers in creating a clear image of the offered product. Consider the
AIDA (awareness, interest, desire, action) when developing the message.
• The promotional strategies like direct selling or high profile advertising will
suit if the company wants to push the product. However, the pull strategy
will require the development of a prestigious brand image that could
attract the customers towards the offered product.
• Collect the following target market information- who will buy the product?
(Age, gender, income and social status), what is price sensitivity level? And
what are customers’ desired communication modes? Incorporate this
information into the promotional plan.

.
 • Filter out the promotional options based on the above information and
conduct a cost-benefit analysis of selected promotional alternatives.
o For example, the selection of TV advertising as a promotional
strategy will allow the company to target the mass market, increase
brand awareness and brand recall. However, it is an expensive
promotional strategy and suits if the company has adequate
resources available for the promotional efforts.
o The popularity of social media marketing has raised significantly
during the last few years. Use of this promotional strategy will enable
BigBasket com to reach the mass market economically. It will also
offer an opportunity to actively interact with customers, develop a
personalised relationship and manage e-WOM to get better results.
However, the risk of uncontrollable negative e-WOM remains there.
• Lastly, consider the budget constraints and allocate budget to chosen
promotional strategies according to their nature, importance and
frequency.

2 Customer Analysis of BigBasket com

The development of effective marketing mix strategies depends on BigBasket
com’s knowledge of its potential customer base. The strategies will be more
effective if the company understands the needs, expectations and attitude of its
customers. The detailed analysis leads towards the identification of different
customer profiles or segments (as explained in detail in the next section).
BigBasket com can follow three steps to conduct customer analysis:

• Firstly, BigBasket com should clearly define who current and potential
customers are? At this step, a whole group of customers is identified so
that it could be divided into different segments based on their motivations,
traits and characteristics. Identification of potential customers can be more
challenging than current customers.
• The customer analysis should offer information about how the needs and
expectations of different groups differ from each other and what can be
possible reasons.
• Lastly, BigBasket com should analyse how it’s offered product/service
serves the needs of different groups and which customer groups have more

.
 profit and growth potential. This information will help BigBasket com
develop customer profiles and personas.

BigBasket com can consider following factors when developing the customer
profiles:

• The customer analysis must identify the total market size including current
and potential customers that could be divided into small measurable
segments.
• The customer profiles must have some observable differences.
• The company should also conduct behavioural analysis to identify the
psychographic profiles. It involves identifying and weighing the relative
importance of factors considered when making a purchase decision or
more commonly called buying criteria. Common buying criteria are-
prestige, convenience, quality and price.
• BigBasket com can then develop the customer personas. Important
elements to be included in developing customer personas are:
o Demographic information (e.g. gender, family, age, location etc.)
o Preferred communication channels.
o Possible influencers (publications or celebrities they follow)
o Challenges they face due to unserved needs and desired solutions.

The customer analysis and development of segmentation strategies run in

parallel. BigBasket com can use the information obtained from the customer
analysis to develop the segmentation, targeting and positioning strategies as
discussed below:

3 Segmentation of BigBasket com

The development of BigBasket com Marketing Strategy requires identifying
segmentation basis to understand the specific buying behaviour of customers.
The needs, expectations and buying behaviour of customers are heterogeneous
and depend on multifaceted factors- like:

• Age
• Gender
• Income

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 • Lifestyle
• Values etc.

By using the segmentation technique, BigBasket com can narrow down the large,
diversified target audience into specific and narrowly defined groups. Market
segmentation surveys are common methods of obtaining the customer-specific
information that could be used to create groups sharing common characteristics.
After understanding the unique buying behaviour of customers and getting the
required information through surveys, BigBasket com can divide the market into
small homogeneous groups. It can be done by exploring the geographic,
demographic, behavioural and psychographic characteristics of customers.
The company can use one or more of these segmentation strategies to choose the
right market segments and develop an effective Marketing Strategy.

• The geographic segmentation divides the market according to geographic

areas, like- city, country and region.
• The demographic segmentation will require BigBasket com to divide market
according to demographic characteristics, like- gender, age, income and
ethnicity.
• If BigBasket com chooses behavioural segmentation, then customers will be
divided according to their buying pattern like usage frequency, benefits
sought, usage occasions and brand loyalty.
• Use of psychographic segmentation will result in customers' grouping
according to their lifestyles, interests, attitudes, values and traits.

BigBasket com can combine the different segmentation strategies for more
specific targeting as explained in the next section.

4 Targeting and Positioning of BigBasket com

After dividing the large diversified customer market into smaller groups with
homogeneous characteristics, BigBasket com should wisely choose the target
segment/segments whose needs and expectations match the company’s
resources and capabilities.
The targeting can be done by evaluating the commercial attractiveness and
growth potential of identified segments. BigBasket com can choose one or more

.
segments depending on the segments’ characteristics and the company's
resources, capabilities and growth objectives.
The commercial attractiveness and growth potential of each segment can be
evaluated by using the following indicators:

• Identified segments have the appropriate size

• Have concrete differences.
• The estimated profits should exceed the additional marketing costs.
• Segments are easily accessible.

After segmenting the customer market and choosing the right target market,
BigBasket com now requires to set a clear positioning statement that could create
a positive image of the offered product in the customers' mind. BigBasket com
can follow the following steps to develop an effective positioning strategy:

• Develop the positioning statement for BigBasket com Marketing Strategy

by answering the following questions:
o What your brand stands for?
o What are the needs and wants of your target market?
o How your brand serves those needs?
o How different is your offering from competitors?
• Answers to these questions will yield enough information to develop a
positioning statement.
• The comparison of their communication and messaging strategy with
competitors will reveal the potential areas that could be addressed with
targeted positioning message.
• Identify the strengths/weaknesses of business by comparing with
competitors to find that gaps that offered product can fill.
• Analyse positioning of competitors and evaluate own position in the
market.
• By using the analytical data collected from a different market, customer
and competitor surveys, develop a positioning statement and periodically
test its effectiveness by collecting qualitative and quantitative data (like
focus groups, polls, interviews etc.).
• Use the test results to make necessary adjustments in the brand
positioning.

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5 Company Competitive Advantage in the Marketing Strategy of
BigBasket com
The survival in the increasingly competitive market requires BigBasket com to set
the clear differentiation basis that could provide an edge against rivals. BigBasket
com Marketing Strategy should focus on identifying unique selling propositions
(USPs). Some examples of USPs are the highest quality, lowest cost or uniqueness
of idea. Identifying USPs is not sufficient as the effectiveness of the Marketing
Strategy of BigBasket com will directly depend on management's ability to
communicate the identified unique selling propositions.
The BigBasket com can apply Porter's generic strategies model to explore how
competitive advantage can be created. The pictorial presentation of the Porter
Model is given below:

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The company can set a competitive advantage based on cost or differentiation.

5.1 Cost based competitive advantage

• The cost leadership strategy will suit if BigBasket com has developed
capabilities to reduce the cost below the industry average and achieve the
economies of scale. Moreover, it will require BigBasket com to develop
close collaboration between different functional areas.
• Developing most effective distribution channels, access to latest
technological tools to assist production processes, using lean production
methods and strong bargaining position when negotiating with suppliers
are some indicators of setting competitive advantage based on cost
leadership.

5.2 Differentiation based competitive advantage

The differentiation strategy focuses on developing brand loyalty by offering
premium products. The company can find different ways to develop
differentiation leadership, such as- by focusing on the reliability, durability,
benefits and distinctive features of products, by developing strong brand
recognition and by increasing expenditure on marketing efforts like celebrity
endorsements and sponsorships etc. BigBasket com can set achieve competitive
advantage by adopting product, service, quality, image, people or innovation
differentiation.

5.3 Competitive advantage model

Following the model shows how BigBasket com can develop an effective
Marketing Strategy by evaluating its resources and capabilities, identifying
distinctive competencies and leveraging those competencies by adopting either
cost or differentiation orientation:

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6. BCG Matrix in the Marketing Strategy of BigBasket com
BigBasket com should continuously evaluate its product line by assessing their
growth potential and share in the market. The products can be classified into the
following categories:

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 • The products with high growth and high market share are classified as stars.
BigBasket com should increase the investment after identifying the stars in
its product lines.
• Products with high market growth but low share are classified as question
marks. BigBasket com should analyse why market share is low despite the
high growth rate.
• Products with low growth but high market share are cash cows that need to
be milked for continuous good performance in the market with low growth
and limited opportunities.
• Lastly, products with low growth and low market share are dogs’ BigBasket
com should divest as it is difficult to make profits and get an adequate
return by investing in dogs.

.
The high number of stars and cash cows will indicate good performance, whereas,
a high number of question marks and dogs will be a cause of concern for
BigBasket com. The product classification is necessary for evaluating the success
of the Marketing Strategy of BigBasket com

7 Brand Equity of BigBasket com

Brand equity reflects the overall value of the brand. The customers' experiences
and perceptions determine the brand value. Positive perceptions reflect the high
brand value and positive brand equity, while negative perceptions reflect the low
brand value and negative brand equity. BigBasket com should continuously
evaluate its brand equity to ensure the long-term survival in an increasingly
complex and competitive customer market. It can be done by evaluating the
following brand equity components:

7.1 Brand equity components

7.1.1 Brand awareness

Brand awareness provides the basis for brand equity development process. High
brand awareness shows that the customers know that the BigBasket com brand
exists and can recall the important brand-related information. The company can
measure brand awareness by conducting brand recall surveys. The high brand
awareness acts as an anchor to other associations. It increases brand visibility that
can help BigBasket com gain consideration in the competitive market.

7.1.2 Brand association

Brand association reflects the customers’ associations with BigBasket com based
on their memories, previous experiences, interaction with BigBasket com’s
employees, price points, advertisements, WOM, celebrity associations and
publicity in different media channels. It is important for BigBasket com to
carefully plan each interaction with internal and external environmental actors
(such as government, employees, shareholders and media), as customers develop
brand association not only due to direct interaction with the brand, but also the
indirect interaction with different environmental factors.

.
7.1.3 Perceived quality
BigBasket com should carefully evaluate the customers’ perceptions of product
quality as these perceptions influence their pricing decisions.

7.1.4 Brand loyalty

Brand loyalty is among the most important element of BigBasket com’s brand
equity. It can be attitudinal (customers’ feelings towards the brand) and/or
behavioural brand loyalty (repeat purchase). Higher brand loyalty can decrease
the marketing expenditure, increase BigBasket com's ability to introduce new
products successfully, erect the barriers to new players and strengthen the
company's bargaining power against other channel members.
BigBasket com can increase brand loyalty by rewarding the customers' repeat
purchase behaviour. Although the loyalty programs are expensive, it will benefit
BigBasket com be reducing the costs of acquiring new customers.

7.1.5 Proprietary brand assets

Lastly, BigBasket com should evaluate its proprietary assets (like channel
relationships, trademarks and patents). These intangible assets prevent the
competitive advantage erosion and develop brand loyalty.

.
7.2 Brand equity development
In light of Keller brand equity model (shared above), the BigBasket com can take
the following steps to develop the brand equity:

• Develop the brand identity by building brand salience/awareness.

• Identify and communicate the meaning of BigBasket com brand. How it
serves the customers’ tangible needs (performance) and
emotional/psychological needs (imagery).
• Evaluate the customers’ feelings and judgments of BigBasket com brand to
assess their response.
• Lastly, focus on building- behavioural loyalty, sense of community,
attitudinal attachment and active engagement to develop brand resonance
that sits on pyramid top.

7.3 Brand equity measurement

BigBasket com can measure its brand equity by evaluating the:

• Difference between the price charged by BigBasket com due to its brand
name and price charged by similar unbranded products.
• Amount of extra sales volume generated compared to other branded and
non-branded competitors.
• The company’s share price.
• Brand’s potential to make future earnings.
• Return to shareholders.

The company can also combine the above methods and formulate a multiplier to
accurately assess the esteem and strength of the brand that reflects the brand
equity.

.
8. Competitors Analysis in the Marketing Strategy of BigBasket
com
The detailed competitor analysis is highly important for the development of
BigBasket com Marketing Strategy. The competitive analysis is done to
understand the relative positioning and market share of the company's direct and
indirect competitors. BigBasket com should first identify the competitors,
evaluate their strategies and compare the strengths and weaknesses of their
products with their product offerings. There are five steps BigBasket com can
follow to understand the strategic positioning of its key competitors:

• Firstly, clearly define the target market.

• Identify the director competitors and create a list of it.
• Analyse the competitors’ product offerings, their market share, key
strengths and weaknesses.
• Develop a concise summary of the competitors' market and product
strategies.
• Conduct a comparative analysis against its products and/or services.
• Continuously update the competitive analysis to make informed and
strategically wise decisions.

The company can use different strategies to get the information about
competitors, such as- doing Google research, going to trade shows, browsing
public documents, asking customers, playing secret shopper technique and
tapping the vendors
A detailed competitor analysis can be categorised into the following parts:

• Identify market growth, share and financial objectives. Some examples are
maximising short-term profitability or investing in R&D for long-term
growth.
• Evaluate the competitors’ strategies by collecting information from
shareholder reports, white papers, press releases, promotional campaigns,
hiring practices, acquisitions and mergers. This information will reveal the
direction in which the competitors are moving.
• Use the above information to analyse competitors’ strengths, weaknesses
and core capabilities.

.
9. Market Analysis of BigBasket com
BigBasket com Marketing Strategy development requires a comprehensive
market analysis. It can be done by quantitatively and qualitatively assessing the
customer market. The information obtained from the market surveys will help
BigBasket com management in identifying the emerging opportunities, exposing
the potential threats and understanding how they relate to the company’s major
strengths and weaknesses.
BigBasket com can follow the following steps to conduct the market analysis:

9.1 Market size analysis for developing Marketing Strategy of BigBasket

com
BigBasket com should evaluate the market potential and volume to determine the
size. The market potential includes potential customers and considers upper
demand limit. The market volume includes certain indicators like realized sales
and total turnover. BigBasket com can take information from different sources to
accurately determine the market size, such as- financial data of industry’s major
players, government data, customer surveys, published industry reports and trade
association data.

9.2 Market trends analysis for developing Marketing Strategy of

BigBasket com
It is important to analyse the emerging market trends, particularly when
environmental turbulence is high. BigBasket com can use different trend analysis
techniques for this purpose, such as- marketing mix modelling, risk analysis,
choice modelling and customer analysis. BigBasket com should also monitor the
political, legal, regulatory, social and economic changes as these environmental
forces play an important role in shaping the market trends.

.
9.3 Market growth analysis for developing Marketing Strategy of
BigBasket com
BigBasket com can extrapolate the historical data to determine the market
growth rate. This information can help a company in determining the current
lifecycle stage of the industry.

9.4 Market profitability analysis for developing Marketing Strategy of

BigBasket com
BigBasket com can use Porter's five force framework to determine market
profitability. The high buyer power will negatively affect market profitability,
showing BigBasket com’s customers have different options. Low supplier power
positively influences profitability and indicates BigBasket com has a strong
position during the negotiation process with suppliers. High entry barriers show
that there will be lesser new entrants in the market. High substitute product
threat and high competitive rivalry will also decrease the market profitability and
attractiveness for BigBasket com.

9.5 Cost structure analysis for developing Marketing Strategy of

BigBasket com
BigBasket com can use Porter’s value chain model (as given below) to determine
the industry’s cost structure.

.
It will help BigBasket com in isolating the costs and identifying critical success
factors. BigBasket com can also use the information obtained from cost structure
analysis to develop cost advantage.

.
Bigbasket revenue
Bigbasket revenue increased from $221 million in 2018 to $386 million in 2019, a
74.7% increase.

Annual Revenue ($)

Bigbasket revenue was $386 m in Y, 2019 which is a 74.7% year over

year increase from the previous period.

Y, 2018 Y, 2019
Revenue $221 m $386 m
Growth 74.66%
Report incorrect company information

.
Annual Growth Rate (%)
Bigbasket funding rounds, valuation and
investors

Bigbasket has raised $1.1 b in total funding across 5 funding rounds for
a $1.8 b valuation

.
 Bigbasket Capital
.

.
 Bigbasket Valuation

.
 Financials & Metrics
Bigbasket has raised $1.06 b in total funding. Bigbasket valuation is $1.8
b, and annual revenue was $386 m in Y 2019

$1.8 B
Bigbasket Mkt valuation

$386 M
Bigbasket Revenue Y, 2019

Bigbasket Ratios

USD Y, 2019

Revenue/Employee 116.1k

Report incorrect company information

.
 Chapter 5
Finding

Research is an essential part of your marketing strategy. You need

to gather information about your company t, such as its size, growth,
social trends and demographics (population statistics such as age,
gender and family type). It is important to keep an eye on your company
so you are aware of any changes over time, so your strategy remains
relevant and targeted.

• The objectives of this research intend to justify through its

secondary and primary research.
• To critically analyse the marketing strategies currently adopted by
the ECIL.
MARKETING STRATEGIES ON PRODUCT’, marketing mix tools have been
discussed which is considered a blend of product, place, promotion and
pricing mix and it enables to satisfy mutual exchanges with a target
market. Product is considered as main element of the marketing mix,
Price is understood through the value of the product which is paid by the
buyer to purchase .

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 Chapter 6
Conclusion
Big Basket is running effectively and the idea is acknowledged
and adjusted crosswise over generally. The market is growing
exponentially. Execution of BigBasket is a behemoth, made up of
littler groups the cooperate to do that one thing - client
enchant.The customer clusters can be formed and profiled
differently based on every product category. Each customer can
be classified as a different profile depending on the product
category. The best time to deliver notifications and personal
messages is near or at the beginning of the peak hour. The
offering content of contextual marketing and targeted
advertising can be designed by adapting to the customer profile
and the timing of message delivery based on the peak hour of
customer buying time.

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 Chapter 7(A)
Suggestions
Therefore the suggestions provided in this chapter are clarifying
the prospects of E - commerce.
1. Management should improve its knowledge about e.
commerce process.
2. To give the training and information to customers for E -
commerce process and operating an E - commerce site.
3. To develop employee's managements skills.
4. To improve the co-ordination of producers, dealers and
customers.
5. To give the quick online support to customers.
6. To understand the customers proper behavior, habits and
expectations and then produce and develop the products.

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 Chapter 7(B)
REFERENCES

• Pickton, D. W., & Wright, S. (1998). What's swot in the

strategic analysis? Strategic Change, 7(2), 101-109
• Zahay, D. & Griffin, A., 2010. Marketing strategy
selection, marketing metrics, and firm
performance. Journal of Business & Industrial
Marketing, 25(2), pp. 84-93.
• Schlegelmilch, B. B. (2016). Segmenting Targeting and
Positioning in Global Markets. In Global Marketing
Strategy (pp. 63-82). Springer, Cham.

• https://m.dailyhunt.in.com
• https://www.bigbasket.com
• https://yourstory.com
• Www.newsparralling.com
• https://www.mbaskool. Com
• http://www.marketing.com
• http://www.marketing91.com
• http://www.crunchbase.com
• http://craft.com
• http://jobbuzz.timesjobs.com

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