Big Bazaar

Presentation by:
Anirudha Nandy
Nonie Sudan
Sukanya Baala Padhi

1.Analyze Big Bazaars market strategy with respect

to concept of motivation in terms of segmentation,
ad appeal and positioning.

Segmentation:
the middle and lower middle class of the society
target segment: home maker
primary motive: savings while giving best for the
family.
motivating factor: household to buy from Big
Bazaar was Price difference
Attracted Price sensitive class
Discounts and seasonal offers on different
products.

 Ad-Appeal:
Isse Sasta Aur Achaa Kahin Nahin
Price Challenge Offer
Purana Do Naya Lo

price sensitivity which was their value

proposition
Using psychological discounting as
promotional tool
warehouse format ambience; a
local market like feel
Did not follow the super mart
ambience

 Positioning:
value for money
focuses on high customer value
High service

Big Bazaar

Low price

High price

Low service

Strategy to Motivation
Learning from External
Stimuli

Tension
Unfulfilled
Need
(Buying need
of consumer)

(Exposure
towards external
information and
offers provided
by Big Bazaar i.e.
less priced, ad
appeal, special
offers etc. to
enhance the
decision making

process.)

Drive
(Driving
forces like
the price
differentiator
and discount)

Behavi
or
/Outco
me
(Buying
from
Big
Bazaar
and
fulfilling
the
need)

2. If Big Bazaar targets a different segment then

what would be its strategy in terms of segmentation
, ad appeal and positioning.

New Gen Shopping experience

Segmentation:
middle and upper middle class of the society
From price sensitivity to sell products of upper
range which are comparatively high priced.
Product line to attract upper end of the market
plus plush ambience
High end service and reinforcement

 Ad-Appeal:
new promotional strategy: changing the perception of
the people from value for money to more experience
oriented
experience shopping
Social Media promotions regarding offers and
promotions
Celebrity endorsement to showcase young aspiring
working class
Promote well-being of family and quality ambience for
children, old-age people

Positioning:
quadrant of high service and high cost
Focus shift to experience rather than price
Competitors: Auchan, Westside Gourmet,

High service

Big Bazaar

Low Price

High price

Low service