big bazaar - marketing mix
DESCRIPTION
Here comes my top gun. My first dream company I wanted to work at - Big Bazaar. An Marketing Mix Analysis.TRANSCRIPT
MARKETING MIXBIG BAZAAR
Overview Of Big Bazaar
OUTLETS 250 STORES, 80 CITIES
PARENT COMPANY FUTURE GROUP
OWNER KISHORE BIYANI, CEO
FOUNDED SEPTEMBER 2001
HEADQUATERS JOGESWARI, MUMBAI
INDUSTRY RETAIL
WEBSITE www.bigbazaar.com
TAGLINE 'Naye India Ka Bazaar'
MARKETING MIX
PRODUCT
PRICE
PLACE
PROMOTION
PRODUCT
APPARELS FOOD FARM PRODUCTS
CHILLED SECTION
HOME & PERSONAL
CAREELECTRONICS
FASHION & JEWELLERY
CHILD CARE & TOYS
OTHER SECTIONS &
SERVICES
PLACE
• Number of outlets : 250•Mainly at Tier I & Tier II Cities.• Areas covered 10,000 Sq. Ft. – 12,000 Sq.
Ft.• In mall, wantedly occupies basement level
area so as make customers carry goods conveniently.•Most of the stores also located at
residential areas.
PROMOTION
Profit Club
Festive Offer
Maha Bachat
Public Holiday Sale
Wednesday Bazaar
The Great
Exchan-ge
Offer
PROFIT CLUB
Festive
Offer
MAHA BACHAT
PUBLIC HOLIDAY SALE
Promotional Activities
• Patrnership with BigFlix & Big FM 92.7• On the occasion of completion of ten years in the
Indian retail industry (in 2011) Big Bazaar came up with a new logo for the company with a tag line that says: 'Naye India Ka Bazaar' (Market for New India). • This replaces the earlier tag line: 'Isse Sasta Aur
Accha Kahin Nahin' (Nothing is Cheaper And Better than Here).
Promotional Activities (contd.)
• Future Group is running its Big Bazaar Direct Program, under which a small grocery shop owner can become a franchisee for the big retailer.• Future Group has also roped in grocery shop
owners to become franchisees for its “KB’s Fair Price” neighborhood stores.• Big Bazaar Direct will help the company reach
customers deeper into India, which may not be necessarily possible by expanding a physical supermarket.
Big Bazaar Announces Shop Fest
• Big Bazaar has announced its “3 Cheapest Days” shopping festival from Friday.
• For the first time, it will reach out to people at their doorstep through Big Bazaar Direct franchisees.• All stores will open at 9 a.m. on the three days.
• A big attraction this year will be the specially created ‘3 Cheapest Days truck’ that will take the festival to places where Big Bazaar is not present.
PRICE
Value Pricing
Promotional Pricing
Differentiated Pricing
Bundling
CURRENT STRUCTURE
• Future Retail’s current debt stands at Rs. 4,500 crore and chief executive Kishore Biyani aims to make it debt free over next two years.
• Both Future Group and Reliance Retail are roping in local kirana-walas to expand operations and widen product reach, but small traders remain skeptical of their moves.
SWOT-ANALYSIS
STRENGTH WEAKNESS
P-O-P
EDLP
HIGH BRAND EQUITY
VARIETY UNDER ONE ROOF
UNABLE TO MEET
STORE OPENING TARGETS
FAILING REVENUE/Sq. Ft.
SAME OLD PERCEPTION
OPPUR. THREAT
KIRANA & DEPART. STORES
GOVERNMENT POLICIES
COMPETITORS
CHANCE OF BECOMING
INDIAN WALMART
ORGANIZED RETAIL
THANK YOU!