IntroductionBig Bazaar is the largest hypermarket chain in India. It has stores across 90 cities and towns in India covering around 16 million square feet of retail space.

Big Bazaar concept was coined by Kishore Biyani.

Big Bazaar belongs to future group.

It was established in the year 2001.

Big Bazaar is designed as an agglomeration of bazaars or Indian markets with clusters offering a wide range of merchandise including fashion and apparels, food products, general merchandise, furniture, electronics, books, fast food and leisure and entertainment sections.

Big Bazaar stores are aimed at providing a local marketplace feel to the shoppers.

Why Big Bazaar? Big bazaar has the largest retail market share in india.

It has one of the largest number SKU’s (stock keeping unit).

It is chosen by people belonging to different income groups. 3C-Theory.

It’s a common touch point for many brands under one roof. Various formats and store concepts.

CSR activities.

Marketing MixMix

Product Place Price Promotion

Consistency integration Leverage

Price

Product

Place

Promotion

Consistency• Market orientation - (a)Big bazaar is mostly a customer centric, they believe in customer

orientation, the mission of future group is to provide the best of the goods in the cheapest price.

• As they provide a large amount of discount on almost everything it can be clearly said that they make profits on volumes that is only when they have volume sales they make profits, this strategy actually is very profitable to customers as they have to shed less of money for what they buy as compared to other FMCG stores across.

Pricing - big bazaar follows a very strategic pricing policies . They price the products using a lower than average industry margin for manufacturing and

set retail prices accordingly.

Intergration• Value proposition - Price was the basic value proposition at Big Bazaar. • The outlet sells a variety of products which are from 5% to 60%(approx.) lower than the

market price.• The concept of Bazaar as the store offers large mix of products at a discounted price.• The basic idea was to recreate a large product offering and offer a good depth and width in

terms of range.

Leverage• Advertisments• Store demonstration• Coupons• Price-off-offer• Samples• Money refund offer• Extra product• Gifts• Point of purchase• “Junk” swap offer• Weekend discount• Brand endorsement• Advertisments (prints adds,t.v,radio)• Payback cards (points can be redeemed)• T24 talktime (the more you shop the more you talk)• • (2) Sales• Emphasis on Sales volume.• Impulsive buying behaviour of customer has increased which has inturn increased • Sales of big bazaar.• Expectation of price decrease also in gaining the sale targets.• •

Observation

• Transperancy The front side of the big bazaar is always a

transparent glass door which shows the fact that the store believes in transparency and also it’s a strategy to attract more and more customers also as the products are visible from outside the store also which tempts the customer to come in and shop.

Store

• Maximum utilization of the store is done.• The store is mostly customer centric.• Large variety of products are kept in display which

tempts the customer to buy more.• Strategy is to flood the customer with as many

products as possible.

Offers

• Offers are generally there all the time in most of the products.

• Discounts is one way to attract mass customers.

• Illuminated lightening Big bazaar uses very bright lights, as lights play a very important part

in sales of the products . Bright lights are generally used in big bazzar which tend to reflect on the products making them more tempting to buy.

• Technological advancement- Big Bazaar entered into a five year multi-million dollar deal with

Cognizant Technology Solutions for IT infrastructure services that support Future Group's network of stores, warehouses, offices, and data centers