 In 2008, Big Bazaar opened its 100th store, marking the

fastest ever organic expansion of a hypermarket. The first set

of Big Bazaar stores opened in 2001 in Kolkata, Hyderabad
and Bangalore.

 The group’s speciality retail formats include, books and
music chain, Depot, sportswear retailer, Planet Sports,
electronics retailer, eZone, home improvement chain, Home
Town and rural retail chain, Aadhaar, among others. It also
operates popular shopping portal, futurebazaar.com.
 Future Group believes in developing strong
insights on Indian consumers and building
businesses based on Indian ideas, as espoused
in the group’s core value of ‘Indianness.’ The
group’s corporate credo is, ‘Rewrite rules,
Retain values.’
 We have a store opening virtually every fortnight; I
have lost count now of how many I have opened."
- Kishore Biyani
VISION
 Everything, Everywhere, Every time for Every
Indian Consumer in the most profitable manner.
Group Mission
 We share the vision and belief that our customers and
stakeholders shall be served only by creating and
executing future scenarios in the consumption space
leading to economic development.
 We will be the trendsetters in evolving delivery
formats, creating retail realty, making consumption
affordable for all customer segments – for classes
and for masses.
 We shall infuse Indian brands with confidence and
renewed ambition.
 We shall be efficient, cost- conscious and committed
to quality in whatever we do.
Value of Branding

 Product dies but a good brand never die

 sales or market share
 Premium price
 Differentiation
 Product Brand
 Concept Brand
 Corporate Concept Brand
 Brand Culture Brand
 Brand Religion Brand
Big Bazaar: Positioning & Establishment
 Big Bazaar ensures that no other kirana store / departmental
store are offering considerable discount compared to its own
price. This helped Big Bazaar in being the "value for money"
store.
 Big Bazaar scores high on product mix as compared to kirana
store.
 Cheap and local products are heavily stocked in Big Bazaar
which make it easier to attract lower middle class category of
customers.
 Promotion of kirana is rare event but Big Bazaar used this
channel efficiently to establish itself as national brand.
 Customer loyalty resulting in high up sell, i.e., selling to existing
customers.
 Big Bazaar refrains from high-end locations for business which
reduces its rental budget and provides competitive advantage
over competitors. Kishore Biyani has taken "early movers
advantage" in many retail spaces.
7P Analysis of Big Bazaar

 Product
 Price
 Place
 Promotion
 People
 Process
 Physical evidences
 Product
 Big Bazaar offers a wide range of products which
range from apparels, food, farm products,
furniture, child care, toys, etc.
 Products of all the major brands are available
at Big Bazaar
 Also, there are many in house brands promoted
by Big Bazaar. Big Bazaar sold over 300,000
pairs of jeans, 50,000 DVD-players and 25,000
microwave-ovens.
 In all, the fashion, electronics and travel
segments made up about 70% of sales. Last year,
these categories made up only about 60%.
 Price
 The tag-line is "Is se sasta aur accha aur kahin nahi". They
work on the model of economics of scale.
 There pricing objective is to get "Maximum Market Share".
 Value Pricing (EDLP - Every Day Low Pricing): Big
Bazaar promises consumers the lowest available price
without coupon clipping, waiting for discount promotions, or
comparison shopping.
 Promotional Pricing: Big Bazaar offers financing at low
interest rate. The concept of psychological discounting (Rs.
99, Rs. 49, etc.) is used as promotional tool. Big Bazaar also
caters on Special Event Pricing (Close to Diwali, Gudi
Padva, and Durga Pooja).
 Differentiated Pricing: Time pricing, i.e., difference in rate
based on peak and non-peak hours or days of shopping is
also a pricing technique used in Indian retail, which is
aggressively used by Big Bazaar.
 Bundling: Selling combo-packs and offering discount to
customers. The combo-packs add value to customer.
Time pricing
Low Interest Financing Psychological pricing
Bundling
 Place

 Big Bazaar has presence

in almost all the major
Indian cities. They are
aggressive on their
expansion plans.
 Promotion
 The various promotion techniques
 "saal ke sabse saste teen din",
 Future Card (the card offers 3% discount), Shakti Card,
 Brand Endorsement
 Exchange Offer - ‘Junk Swap Offer’,
 Point-of-Purchase Promotions.
 Advertising has played a crucial role in building of the
brand. Big Bazaar advertisements are seen in print media,
TV, Radio (FM) and road-side bill-boards.
 Tag-line: Big Bazaar tag-lines are the key components of
advertising. These tag-lines are modified according to
demographic profile of customers. These catch-phrases
appeared on hoardings and newspapers in every city where
Big Bazaar was launched. Everybody understood and
connected easily with these simple one-liners. The catch-
liners include "Hindi - Chane ke bhaw kaaju", "Bengali -
Rui er dame illish", "Hindi - Stall ke bhaw balcony", etc.
 Print Ads: Big Bazaar newspaper advertisements are
present just before launch of any new scheme.
 This creates aura about the Big Bazaar brand in the minds of
customers.
 TV Ads: Kishore Biyani spends a lot of money in brand
building exercise. Big Bazaar commercials are shown on
various channels in India. Presently, Fashion@Big Bazaar
commercial is aired.
 Road-side Advertisements: Big Bazaar bill-boards are displayed on prime locations in
various cities as a brand building exercise. They display the catch-phrases now-a-days.
 Radio Ads: This technique is used in cities like Sangli (Tier 1 / Tier 2 cities). Now-a-days, it
is replaced by advertisements on FM channels. This informs customers about all new
happenings at Big Bazaar.
 Fashion Shows: "FASHION @ BIG BAZAAR - Desh Badla, Bhesh Badlo" is the latest
invention of the Indian iconic brand. In an effort to take the Fashion to the masses, Big Bazaar,
the flagship hypermarket brand of retail chain of Future Group, organized a three-day Fashion
Show on the streets of Bandra, Mumbai.
 Brand Endorsement by Celebrity: Big Bazaar is always associated with celebrities for
advertising and marketing of its brand name. The current campaign is starred by Brand
Ambassador and Indian Cricket ODI Captain Mahendra Singh Dhoni. Earlier Himesh
Reshammiya and Sanath Jaisuriya were associated with Big Bazaar.
KEY OFFERS

 32” Television--Rs. 22990/-

(Exchange Offer)
 Portable Metal Bed– Rs.
3199/-
 Buy 21” Television Flat
Television Rs. 4999/- And Get
Dish TV Set Top Box Free.
 Buy Red Label Tea 950 gm.
Rs. 258/- And 2 Kg Sugar
Free.
 Buy 2 Men Jeans For Rs.
599/- only.
Banners and posters
Hafte ka sabse sasta din “
Wednesday bazaar”
 People
 Well-trained staff, the staff employed by Big-Bazaar are well-
suited for modern retail.
 Well-dressed staff improves the overall appearance of store.
 Employees are motivated to think out-of-the-box. Retail sector is
in growth stage, so staff is empowered to take innovative steps.
 Employs close to 10,000 people and recruits nearly 500 people
every month.
 Use of technology like scenario planning for decision making.
 Multiple counters for payment, staff at store to keep baggage and
security guards at every gate, makes for a customer-friendly
atmosphere.
 Process
 Multiple counters with trolleys to carry the
items purchased.
 Proper display / posters of the place like
(DAL, SOAP, etc.).
 Home delivery counters also started at many
places.
process
process
 Physical Evidence
 It deals with the final deliverable or the
display of written facts. This includes the
current system and available facilities.
Physical
evidences
Physical
evidences
Consumer Insights & Perceptions

 Big Bazaar is based on 3-C theory of Kishore

Biyani. The 3-C symbolize Change, Confidence and
Consumption, and according to this theory,
"Change and confidence is leading to rise in
Consumption".
 They divided Indian customers in three categories: -
 India one
 India two
 India three
Factors that Shaped ed Big Bazaar
During its Life Cycle
 Influence of Sarvana Stores Located in
Theyagraya Nagar, Chennai
 Observing Customers Regularly
 Imbibed Entrepreneurial Spirit in Organization
 Building on Core Values
Strategic Decisions Taken to Build
the Big Bazaar Brand
 Real Estate Game
 Nurturing Relationships
 Use of Technology, Scenario-Planning &
Story-Telling
 Design Management
 Back-end Operations, Supply Chain
AWARDS

 Indian Retail Forum Awards 2008

 The INDIASTAR Award 2008
 Retail Asia Pacific 500 Top Awards2008
 Coca-Cola Golden Spoon Awards 2008
 The Reid & Taylor Awards For Retail
Excellence 2008
 Platinum Trusted Brand Award
 Images Retail Award 2005,06
Currant strategy

 Big Bazaar, the largest retail chain of Future Group, is

eyeing a turnover of Rs 8,000 crore by the next financial
year.
 The company hopes to achieve this mark by mutliplying the
number of stores and implementing cost-cutting measures.
 Speaking on the sidelines of Images Fashion Forum in
Mumbai, Kishore Biyani, CEO, Future Group, said, “We
want to introduce new value culture, manage operating
costs better and boost profitability of Big Bazaar. Hence,
we have hived off the business. However, to fund our
expansion, we are not looking at listing Big Bazaar.”
Prashant Jadhav
+91-9923609385