Big Bazaar Working

BIG BAZAAR
Presented by :
Nikita Thakkar PM1328
Someshwar PM 1330
MMM-IV Sem
Man Behind Big Bazar Success

He was Born August 9, 1961 in a middle class
Family.
He started his career selling stonewash fabric to
small shops in Mumbai.
Now He known as the Rajah of Retail in India.
About Big Bazaar
Hyper mart
Chain of development store in India
Out let
120 out lets

Located in India
Parent group
Future group
Owner
Kishore Biyani (CEO)
Founded
2001
Head quarter
Jogeswari , Mumbai
Industry
Retail
website
www.bigbazar.com
Tag line
Is se sasta aur achha kahin nahi.
Vision
Everything ,Everywhere, Every time for

every Indian consumer in the most
profitable manner
Main Market/ Non Market stakeholders
STAKEHOLDERS & BIG BAZAAR

Market Stakeholders
The stockholders
The Big Bazaar Executive
The Employees
The Communities where Big Bazaars
located
Consumers
Suppliers
Non profit Organization
Competitors
Contributions
Big
Bazaar
Inducements
Contributions
Inducements
Non Market Stakeholders

The Labor Unions
The International Retail Stores
The Politicians
Value System BIG BAZAAR
IN HOUSE BRANDS @ BIG BAZAAR

DJ & C
KORYO
FRESH & PURE
SARAPOLO
CLEAN MATE
SENSEI
STAR SITARA
CARE MATE
RENUKA
and
FEW BRANDS @ BIG BAZAAR
MAJITHIA
40 more brands
Porters five force model
Analysis
5 Forces
Analysis
Rivalry among the competitor
Reliance Retail, Aditya Birla Group , Vishal Retails,

Bharti and Walmart, etc
Threat of entrants
FDI policy not favorable for international players.

Economies of scale (minimum size requirements for profitable
operations)
High initial investments and fixed costs
Cost advantages of existing players due to experience curve
effects of operation with fully depreciated assets
Scarcity of important resources, e.g. qualified expert staff
Bargaining power of supplier
The bargaining power of suppliers varies depending

upon the target segment.
The unorganised sector has a dominant position.
There are few players who have a slight edge over
others on account of being established players and
enjoying brand distinction.
Bargaining power of buyers
Consumers are price sensitive..

Availability of more choice.
Unorganized retail
Threat of substitutes
CORE
COMPETENCY
BIG
Core-Competency
of Big OF
Bazaar
A choice of more than 20000 products
Delivery across more than 1500 cities covering
around 16000 pin codes
A dedicated customer care helpline for any
queries
Fast delivery-tie up with world leader logistic &
transportation services
Talks of Quality and Cost
Special emphasis on apparels and life style
products
Providing interesting discounts
Strength
- High Brand Equity
- State-of-art infrastructure
- EDLP
- PoP promotions
- Variety of stuff under
single roof
-MIS
Weakness
Opportunity
Threat
Organized retail (4.15%)

Evolving consumer preferences
In Store Experience Improvements
New formats and consumption space
Looking at expansion
- Competitors
- Government policies
- Unorganized retail
-Economic condition
- Unable to meet store

opening targets
- Falling revenue/sq. ft.
- General perception
Customer Segmentation
Big Bazaar targets higher and upper middle
class customers.
The large and growing young working
population is a preferred customer segment.
Big Bazaar specifically targets working
women and home makers who are the primary
decision makers.
Big Bazaar At BCG Matrix

M
A
R
K
E
T
H
I
G
H
G
R L
O O
W W
T
H
High
Low
Market Share
Organization value and customer

value
*High organization value
Strategy
Focus on Rural customer?
73% of population live in 6,00000 villages out of Total
population 114 billion.

Minimum support price.
NREGS -100 days employment.
Income from farm products is Tax free.
Customer oriented
Employee oriented- high attrition rate
Competitors of Big Bazar
Positioning-:
High
service
High
price
Low price
low
service
Products of Big Bazar
Innovations of Big Bazar
Strategy-:
They divided Indian customers into 3 categories..
1) India One.
2) India Two.
3) India Three.
The potential customers

of big bazaar are
India One & India

Two.
India One-:
Consuming class which includes upper middle and lower
middle
Class (14% of India's Population).
India Two-:
Serving class which includes people like drivers, house-hold
helps , office peons, etc. (55% of India's population).
India Three-:
Struggling class, (remaining 31% of India's population).
Vision
MARKETING STRATEGY
Minimize Retailing Cost

Operating
Fewer Staff on the floor one person for every 500sq ft.
Furniture cost-Rs. 800 sq ft unlike the Rs. 1600 sqft.
( Life style, Shoppers stop)
Giving discount offers, working women by monthly
saving bazaar and home makers by providing a wide
range of food, non food, fruits and vegetable.
MARKET SEGMENTATION OF BIG

BAZAAR
Target Market Segment:

Price
conscious
It targets lower , middle and higher class customers.
The youth and newly married growing population is preferred
customer segment
Specially targets working women and home makers who are
primary decision takers
Handling current economic situation:

- Whatever be the economic situation big
bazaar know to sustain in the market with
its every day low pricing strategy
Strategies to handle recession period:
Sabse saste teen din
Hafte ka Sabse sasta din
The great exchange offer
EDLP
CUSTOMER SERVICE
Limited
Self Service
Customization
PRODUCT ASSORTMENTS
Large number of categories
Brand options
Local brands
Diverse merchandise
customized
SERVICE MIX
Process
Big Bazaar places a lot of importance on the process right from the purchase to the
delivery of goods. When customers enter the stores they can add the products they
which to purchase in their trolley from the racks. There are multiple counters where
bill can be generated for purchases made. Big Bazaar also provides delivery of
products over purchases of Rs. 1000.
SERVICE MIX
Physical Evidence
Products in Big Bazaar are properly stacked in appropriate racks. There are different
departments in the store which display similar kind of products. Throughout the
store there are boards/written displays put up which help in identifying the location
of a product. Moreover boards are put up above the products which give information
about the products, its price and offers. Big Bazaar stores are normally U shaped
and well planned & designed
STORE ATMOSPHERE
Multiple
clusters/mini bazars
Different
sections selling different categories
U-Shaped
PROMOTION & INNOVATIVE

IDEAS
Saal ke Sabse Saste 3 din

Future Card (3% discount)
Shakti Card
Advertising (print ads, TV ads, Radio)
Word of mouth
POP Promotions
Brand Endorsement by M.S. Dhoni and Asin
Exchange Offer
Weekend Discounts
Point of purchase promotion
Junk Swap offer- Exchange anything old for something new
NEW TACTICS
Guerilla marketing strategies 3 cheeky ad campaigns which surely

catch ones attention
Taking on the biggies like Shoppers Stop, Lifestyle and TATAs
Westside
Keep West-aside. Make a smart choice!
Shoppers! Stop. Make a smart choice!
Change your Lifestyle. Make a smart choice!
LOCATION
Big Bazar initially identifies future growing areas.
Acquires such areas at an early stage before the real estate value
booms.
Selects the low cost Locations
Big Bazar is located at high traffic area of Vashi Station, Which is the
centre of Navi mumbai
Big Bazar (Vashi) has been designed in such a way that it should look
crowded.
It is situated at one of the best locations of the city.
ANALYSIS
Income wise distribution of customers coming to big

bazaar
Higher Income Group
5%
Middle Income Group
50%
Lower Income Group
20%
No Income Group
25%
CUSTOMERS PREFERENCE TOWARDS KIRANA STORE
Yes
No
What we can get from this is that?
kirana store is one of the competitor of big bazaar. It is a threat for

big bazaar as some of the attributes of a kirana store provides more
satisfaction to customers. Big bazaar should try to improve on each of
its attributes and out compete the kirana store so that it can convert
the customers of kirana store to be the customers of big bazaar.
85%
15%
CONCLUSION
Big bazaar is a major shopping complex for todays customers. It is a

place where customers find variety of products at a reasonable price.
Big bazaar has a good reputation of itself in the market. It has
positioned itself in the market as a discounted store. The majority of
customers belong to middle class family. The youth generation also
likes shopping and moving around big bazaar.
The major drawback of big bazaar is that it lacks in providing

branded products and in quality. The staff service also does not meet
the expectations
REFERENCES
www.bigbazaar.com
It Happened in India- Kishore Biyani
www.ibef.org
www.google.co.in
www.economictimes.com
futurebazaar.com
!!!!!......
Thanking You!!!!!

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BIG BAZAAR

Man Behind Big Bazar Success

About Big Bazaar

120 out lets

Kishore Biyani (CEO)

Is se sasta aur achha kahin nahi.

Everything ,Everywhere, Every time for

Main Market/ Non Market stakeholders

STAKEHOLDERS & BIG BAZAAR

Non Market Stakeholders

Value System BIG BAZAAR

IN HOUSE BRANDS @ BIG BAZAAR

FEW BRANDS @ BIG BAZAAR

Porters five force model

Rivalry among the competitor

Reliance Retail, Aditya Birla Group , Vishal Retails,

FDI policy not favorable for international players.

Bargaining power of supplier

The bargaining power of suppliers varies depending

Bargaining power of buyers

Consumers are price sensitive..

Organized retail (4.15%)

- Unable to meet store

Big Bazaar At BCG Matrix

Organization value and customer

population 114 billion.

Competitors of Big Bazar

Products of Big Bazar

Innovations of Big Bazar

The potential customers

India One & India

Minimize Retailing Cost

MARKET SEGMENTATION OF BIG

Target Market Segment:

Handling current economic situation:

sections selling different categories

PROMOTION & INNOVATIVE

Saal ke Sabse Saste 3 din

Guerilla marketing strategies 3 cheeky ad campaigns which surely

Keep West-aside. Make a smart choice!

Shoppers! Stop. Make a smart choice!

Change your Lifestyle. Make a smart choice!

Big Bazar initially identifies future growing areas.

Selects the low cost Locations

It is situated at one of the best locations of the city.

Income wise distribution of customers coming to big

Higher Income Group

Middle Income Group

Lower Income Group

CUSTOMERS PREFERENCE TOWARDS KIRANA STORE

What we can get from this is that?

kirana store is one of the competitor of big bazaar. It is a threat for

Big bazaar is a major shopping complex for todays customers. It is a

The major drawback of big bazaar is that it lacks in providing

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