Big Bazar vs.

D Mart
An Assignment
On Brand study comparison between Big Bazar & D-Mart and forming a new company from the same sector

Submitted by:
Dev Thakkar 3229 (Ty BBA marketing)

Submitted to: Baxis Sir Navnirman Institute of Management In the partial fulfillment of the Requirement For the Subject of TYBBA Programme Marketing Academic Year 2012-13

Big Bazar vs. D Mart

INDEX SR.NO 1 2 3 4 5 6 Topic Introduction to big Bazar Marketing mix Swot Introduction to D mart Marketing Mix & Swot Comparison Page(start) 1 6 12 15 19 21 Page (end) 5 11 14 18 20 22

New company created

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1. Big Bazar

Introduction and Company profile

Big bazaar is a hypermarket chain owned by the Pantaloon Retail India Limited, with currently more than 50 outlets in metros, medium, and small cities. Big Bazaar combines the look and feel of Indian bazaars with aspect of modern retail like choice, convenience, and hygiene. It works on the same economy model like Wal Mart, and has had considerable success in many Indian cities and small towns. The idea was pioneered by entrepreneur Kishore Biyani, the head of Pantaloon Retail India Limited. Big Bazaar is not just another hypermarket. It caters to every need of your family. Where Big Bazaar scores over other stores is its value for money proposition for the Indian customers. At Big Bazaar, you will definitely get the best products at the best prices thats what they guarantee. With the ever increasing array of private labels, it has opened the doors into the world of fashion and general merchandise including home furnishings, utensils, crockery, cutlery, sports goods and much more at prices that will surprise you. And this is just the beginning. Big Bazaar plans to add much more to complete your shopping experience. Living up to its motto of Isse sasta aur accha kahin nahi all products in Big Bazaar will be available at prices lower than the MRP, often up to 60% discount. In
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Big Bazar vs. D Mart

addition to this, various offers, discounts and promotions will be regularly held at the store. The consumer will experience a new level of standard in price, convenience and comfort, quality, quantity, and store service levels. BIG BAZAAR in its true hypermarket model will offer all of the above for both leading brands as also for its private labels.

Type Industry Founded Headquarters Products Promoter Revenue

Public Retailing (Hypermarket) 2001 Mumbai, Maharashtra, India Department store Kishore Biyani Rs 6000 crores (in 2011) (Big Bazaar and Food Bazaar combined) 36000 people Future Group 214 Big Bazaar

Employees Parent Stores Website

Big Bazar vs. D Mart

Big Bazaar targets higher and upper middle class customers. The large and growing young working population is a preferred customer segment. Big Bazaar specifically targets working women and home makers who are the primary decision makers.

Big Bazar vs. D Mart

Marketing Mix

Big Bazar vs. D Mart

Product Mix

Big Bazar vs. D Mart

Apparels Food Farm Product Chill Station Home & Personal Care Electronic Bazar Fashion & Jewellery Furniture Bazar Child Care & Toys

Pricing
Value pricing Promotional pricing Psychological discounting Special event pricing Differentiated Pricing Time pricing

Big Bazar vs. D Mart

Innovations
Wednesday Bazaar Sabse Sasta Din Maha Bachat The Great Exchange Offer

Big Bazar vs. D Mart

Place
Big Bazaar stores are located in 90 cities with 116 outlets. Big Bazaar has presence in almost all the major Indian cities. They are aggressive on their expansion plans.

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Big Bazar vs. D Mart

Promotion

Below the line Promotion

Coupon Discount, more of the products at normal price, gift with purchase, competitions and prizes, money back offers and exchange offers, special occasions.

Above the line Promotion

Giving advertisement in news papers, TV, Internet, (own website which gives online shoping services) Partnership with Bigflix, Big FM 92.7

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Big Bazar vs. D Mart

Life cycle of Big Bazaar

SWOT Analysis Strengths:

High brand equity enjoyed by Big Bazaar Everyday low prices, which attract customers Huge investment capacity It offers a family shopping experience, where entire family can visit together. Available facilities such as online booking and delivery of goods

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Weakness:
General perception: Low price = Low quality Overcrowded during offers Long lines at billing counters which are time consuming Limited only to value offering low price products, branded products are still missing from Big Bazaars line of products.

Opportunities:
Huge potential rural market to be tapped Opportunities available in the cosmetics industry

Threats:
Competition from other value retail chains such as Reliance (Fresh and trends). Unorganized retail also appears to be a threat to Big Bazaars business. A large population still prefers to visit local convenient stores for daily purchases Changing Government policies International players looking to foray India

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Big Bazar vs. D Mart

Awards and Recognition

Most Admired Retailer of the year: Hypermarket - Big Bazaar2009. Indian Retail Forum Awards 2008 . The INDIASTAR Award 2008. Retail Asia Pacific 500 Top Awards 2008 . Coca-Cola Golden Spoon Awards 2008. The Reid & Taylor Awards For Retail Excellence 2008. Platinum Trusted Brand Award Images Retail Award 2005,06.

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Big Bazar vs. D Mart

1. D-Mart

Introduction and Company profile

Avenue Super Marts Ltd (ASL) owns and operates hypermarkets and supermarkets by the store name D-Mart. D-Mart seeks to be a one-stop shopping destination for the entire family, meeting all their daily household needs. A wide selection of home utility products is offered, including foods, toiletries, beauty products, garments, kitchenware, bed and bath linen, home appliances and much more. Since D-Mart first opened its doors in the Mumbai region in 2000, it has grown into a trusted and well-established shopping destination in Maharashtra, Gujarat, Andhra Pradesh and Karnataka. D-Mart is now looking forward to growing its stores across India. Culture At ASL, were strong believers in deriving excellence in customer service through systemic training and rigor at work. We value simplicity and humility in our people and strongly believe that integrity and merit is the only route to growth at ASL.We hire professionals who share our values and unabashedly lead by example.
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Vision It is our continuous endeavor to investigate, identify and make available new products/categories for the customers everyday use and at the best value than anybody else. Presence D-Mart's expansion began in 2007, when stores were opened in Ahmedabad, Baroda, Pune, Sangli and Solapur. Today D-Mart is established in 60 locations across Maharashtra, Gujarat, Andhra Pradesh and Karnataka, in: Maharashtra

Mumbai Navi Mumbai Thane Pune Sholapur Sangli Kolhapur Amravati Jalgaon Ichalkaranji

Gujarat

Ahmedabad Rajkot Baroda Surat Anand

Andhra Pradesh

Hyderabad

Karnataka
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Bangalore

Product offerings D-Mart offers wide selections of products in the following categories:

Foods Toiletries and Beauty products Garments Kitchenware Bed and Bath linen Toys & Games Stationery Home Appliances Footwear

CATEGORY OF PRODUCTS 1. Grocery 2. Fruit & Vegetables 3. Beverages 4. Frozen Food 5. Dairy products 6. Personal and Home care 7. Foot wares 8. Cosmetic Items/ Beauty care 9. Medicines 10. Household utensil
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Big Bazar vs. D Mart

11. Fashion accessories. 12. Movie CDs and Gifts articles 13. Apparels/Garments

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Big Bazar vs. D Mart

PRICING The prices offered are economical in D-mart. EDLP (Everyday low pricing) pricing strategy is followed. D-Mart offers minimum 2% to 10% discount on MRP and straight 5% on medical product, except grocery, vegetables and fruit items. (Bundled price) Two or more products were packed and were available at a discounted price. E.g.:- Santoor soap bundled along with a Wipro CFL bulb. Multiple unit pricings: - This strategy was followed for stimulating sales. E.g.:- Soap bars bundled together SERVICES & PERSONAL SELLING There were personal Selling for some newly launched products. We observed an instance of personal selling for Procter and Gamble products like the Olay cream. Also there was a huge amount of personal selling in case of perfumes and cosmetics and apparels. The service offered was okay. (Regarding- Security, Baggage counter) The many staff were unfriendly and unfamiliar with rules. There were huge queues for billing products, there was no segmentation done for the customers on the basis of their purchases. Also customers frequently complained the debit/credit cards machines were not operating properly

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Big Bazar vs. D Mart

SWOT ANALYSIS FOR D-MART STRENGTH: Low price, competitive price Good/stable image as a retail store Spacious and situated at a prime location WEAKNESS: Low brand loyalty among customers. Big bazaar has huge loyalty factor Poor space utilization in stores. No backing of a known corporate/business house. Doesnt sell electronic equipments, which are currently in huge demand.eg Laptops, Plasma TVs, Digital cameras, Mobile phones. Stand alone stores, not situated in any commercial building/malls/hub. OPPORTUNITIES: Booming retail sector. Limited presence in Suburbs, town markets can be potential untapped markets in major cities. THREAT: Presence of competitors like Big Bazar, Wal-Mart, Reliance retail. Global Retail MNC S can open individual stores once FDI cap is removed.

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Big Bazar vs. D Mart

Comparison between Big Bazar and D Mart

Similarity
Low price, competitive price Good/stable image as a retail store Spacious and situated at a prime location Huge investment capacity It offers a family shopping experience, where entire family can visit together. Available facilities such as online booking and delivery of goods Long lines at billing counters which are time consuming

Difference
Big Bazars General perception: Low price = Low quality, whereas D Mart holds a higher perception as compared to Big Bazar. Big Bazar has too many schemes to offer so it gets Overcrowded during offers . Limited only to value offering low price products, branded products are still missing from Big Bazaars line of products. D Mart has Low brand loyalty among customers. Big bazaar has huge loyalty factor. D Mart has no backing of a known corporate/business house like Big bazar. Poor space utilization in D mart stores.
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My Company- Pins to Platinum

Slogan(Tag line)- From necessity to luxury under one roof Jingle- log mangte hai sasta ??? Hum dete hai pakka, Aur dete bhi hai accha, Aur agar maal hua accha, To aap aate rahoge na pakka?

Special offerings compared to other retail outlets

Better range of products. Setting up the business in both rural as well as urban areas. Trying to provide better quality products rather then providing cheap products. Try and improve the Standard of living of Indian people by bringing in more hygienic products. Providing proper parking space unlike other outlets.

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Big Bazar vs. D Mart

Create most numbers of payement counters so that the customer dont have to wait for very long. Create good Brand loyalty in mind of customers by doing some social works. Keep only the products that have proper brand names and try to purchase them in bulk so that it can be sold at unbranded products price. Provide proper after sales services to the customers. Proper security and well educated staff is a must. Spacing should be such that Customers can walk freely on the floor without any hazels. Good Display of the products so that customers could get a clear vision of the product they are searching for. And lastly the main function would be customer satisfaction and by doing that increasing the profit of the company.

Bibliography WWW.Scribd.com http://www.scribd.com/doc/52639408/DMART http://www.scribd.com/doc/19800517/big-bazar College Notes Book: The retails india

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