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Service Brand

ANKUR SINGH BHADAURIADHIRENDRA SUMANANIL KUMAR PATELSHASANK MODICHETAN SINGHDIPESH SETHI

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Format of organized retail market

1.HYPERMARKET• This is the mother of all retail format and offer everything

from foods to dry grocery to hardware to electronics.Size of hypermarket is greater than 1 lakh sq. feet of space.eg-big bazaar, spencers, trent etc..

Other formats are-2.Supermarket3.Departmental store4.Convenience store5.Discount store

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Q.1 Define the TMS selected by service sector ?

GEOGRAPHIC PROFILE • 149 Stores in 32 cities across India• Region - All over India• Tier 1 & Tier 2 city

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DEMOGRAPHIC• All Family sizes• All age group• Male/Female• Lower middle to upper middle class

PSYCHOGRAPHY • Socio economic:- Low income & middle

income people• Life style :- Outdoor oriented

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TECHNO SAVVY• Automated billing system & exit counters• Online shopping• ICICI Big Bazaar co-credit card

PURCHASE BEHAVIOUR• Discount coupons• Reward points

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Q.2 Describe each of the 6 wants of the customer of selected TMS brand ?

FUNCTIONAL WANTS• Best possible deals• Focus on unbranded items• All available at one place

VALUE• Customer gets right value for his money• “IS SE SASTA AUR ACHA KAHIN NAHIN” means value for

money store

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SELF IMAGE• Freedom of shopping with comfort while

maintaining a societal standard

AVAILABILITY• About 149 Big Bazaar stores in 32 cities across

India• 8 million sq ft floor space

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SERVICE• All the household products available under

one roof• Home delivery on online purchase

RISK AWARENESS• Selling of expired goods • Price inconsistency• Fake claims

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Q.3 Describe how each element of marketing mix is designed by the marketer ?

PRODUCT MIX• Apparel, food, soft drinks, farm products,

home & personal care, electronics bazaar, Fashion & jewellery, Furniture bazaar, child care and toys.

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Pricing

• Value pricing • Promotional pricing

Low interest financing Psychological discounting Special event pricing

• Differentiated Pricing Time pricing

• Bundling

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Psychological pricing

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Time pricing Value Pricing

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Bundling

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ADVERTISING

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DISTRIBUTION• Decentralized; warehouse attached to each

store.• Dealings with unorganized retailers to obtain

1-3% margin.• Elimination of intermediaries.

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SERVICING• Stock 1,30,000 items in product categories.

GUARANTEE• Promised to buy the goods back if the

customer would find the same quality goods at a lower price else where.

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Q.-How much it inferior or superior to its immediate rival?

• Immediate rival - RPG Spencers• Founder-Ram prasad goenka• Hypermarket-30 hypermarkets.

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Q.- How much DA exist between brands & therefore how much market share it have?

62%

23%

8%7%

HYPER MARKET SHARES

BIG BAZAARSPENCERSMOREOTHERS

(Year: 2009)

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Differential Advantage

• Introduce the concept of “Wednesday” as “Hafte ka sabse sasta din”

• 1 Wednesday in a week, 52 days in a year• “Mahabachat days” during republic &

independence day• 5%-60% price difference as compared to

general stores• Bazaar concept

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