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SEGMENTATION
Geographic: Pan India, 116 outlets Demographic: Caters to all ages, Sex Income group - Middle class to upper middle class Psychographics: Value for money
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TARGETING
Middle Class to upper middle class Family Big Bazaar specifically targets working women and home makers who are the primary decision makers.
POSITIONING
Shoppers stop High Lo w Lifestyle Crossroa ds Globus Akbar Allys
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Price
Apna Bazaar
High
Lo w
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DIFFERENTIATION
Bazaar experience in a mall Value for money Every Day Low Price (EDLP) Innovative promotion strategies Situated at strategic location
POINT OF PARITY
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POINT OF DIFFERENCE
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Search: Word of mouth, Advertising, Low priced products Experience: Crowded, True feel of bazaar (Mandi), High billing time, Lack of awareness among the employees about the products
SERVICE RECOVERY
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SERVICE DESIGN
Handling all the departments Handling Logistics Customer service Service blueprint.
Purchase Exit and 4/21/12 d product products withdraw cover al bags counters
CUSTOM ER
Leaves with his purchases & collects his belongings from the baggage counter.
CONTACT PERSON
(Onstag e)
Security guards
cashier
(Backsta ge)
SAP / ERP
Security Department
CRM
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