PRESENTED BY

KHADIR PHATHAN KHAN

COMPANY PROFILE
•Big Bazaar is part of Future Group founded in 2001.
•Big Bazaar is a chain of hypermarket in India.
•There are 214 stores across 90 cities and towns in India covering around
16 million sq.ft. Of retail space
•Big Bazaar offers a wide range of merchandise including fashion and
apparels, food products, general merchandise, furniture, electronics,
books, fast food and leisure and entertainment sections.
LOCATION
•The store of Big Bazaar, which we have visited, are situated in Shipra
Mall and Aditya Mall.
•Both the malls are established in the heart of the city or where usually
consumers goes for shopping.
•In both Shipra and Aditya Mall, Big Bazaar is present on the ground
floor, facing the entrance, hence, attracting the visitors.
TRADE AREA ANALYSIS
Primary Trade Zone: Usually 2-3 miles radius covers all customers from
Shipra Sun City and from the nearby areas like college students of
different colleges etc. Aditya Mall covers up by people from Indirapuram
and all the nearby residential areas of Indirapuram etc. Overall 70-75%
of customers are covered within these areas.
•Secondary Trade Zone: Usually 3-7 miles radius covers all customers of
nearby areas like Sector 21, Sector 63 and other nearby areas. Overall
20% of customers get covered through these areas.
•Tertiary Trade Zone: Usually 15-20 miles radius covers all customers
from areas, which are far apart. Overall 10% of customers are covered
through these areas.
TARGET MARKET
•It mainly targets all types of consumers to full their every kind of needs.
•They have different section for apparels at “Fashion Big Bazaar” which
mainly focuses on the new, stylish and fashionable clothes for all age
group customers.
STRATEGY
WEDNESDAY BAZAAR
Big Bazaar introduced the Wednesday Bazaar concept and promoted
it as “Hafte Ka Sabse Sasta Din”. It was mainly to draw customers to the
stores on Wednesdays, when least number of customers is observed.
According to the chain, the aim of the concept is "to give homemakers
the power to save the most and even the stores in the city don a fresh
look to make customers feel that it is their day.”
SABSE SASTA DIN
Big Bazaar introduced the concept of "Sabse Sasta
Din". The idea was to simply create a day in a year that
truly belonged to Big Bazaar.
MAHA BACHAT
Maha Bachat as a single day campaign with
attractive promotional offers across all Big Bazaar
stores. It has attractive offers in all its value formats
such as Big Bazaar, Food Bazaar, Electronic Bazaar and
Furniture Bazaar - catering to the entire needs of a
consumer.
THE GREAT EXCHANGE OFFER
Big Bazaar launched "The Great Exchange Offer", through with the
customers can exchange their old goods in for Big Bazaar coupons.
Later, consumers can redeem these coupons for brand new goods across
the nation.
STORE LAYOUT AND DESIGN
•The store layout and design is perfect in creating image in the minds of
the customers.
•Planograms store design-providing lots of space for customers to walk
and see varieties of products without any difficulty.
•It is designed just like convenience stores to make people feel that they
are shopping in their local streets.
VISUAL MERCHANDISING
Idea oriented Presentation
•Different section of apparels having all types of apparels for men,
women, kids etc.
•Different section for electronic goods, toiletries products, etc.
Colour Presentation
•Warm colors like red and yellow to produce vibrant, emotional and hot
active response
•cool colors white and blue to have a peaceful, gentle and calm effect.
Music
Control the pace of store traffic, create an image and attract or direct
consumer attention.
Lightning
Highlight merchandise and structure space in efficient way. It captures a
light mood of customers.
Fixtures
•Straight rack to hold lots of apparels
•Gondolas are good for food and grocery
STORE AMBIENCE
Food Bazaar
The ambience of the store is like a convenience store.
The whole setup provides freedom to the people in selecting the
products of their choices.
Fashion Big Bazaar
•As per the tagline, “Isse sasta aur achcha kahin nahi”, the merchandises
are also available at very less prices.
•They are placed in a bulk form in different types of fixtures and the
atmosphere of the store is very calm and the colors and music used,
displays the message and logo of big bazaar and also suits the taste of
Indian customers.
•But, sometimes, the ambience sounds bit boring and unpleasant
because of repeated music, unchanged colors and stuffs. This area
needs some improvement.
SIGNAGE USED BY BIG BAZAAR
•Advertising is done by newspaper, television and through hoardings.
•Hoardings at public places helps in attracting huge masses of people
from various places.
PRICING STRATEGY
Value Pricing (Every Day Low Price)
Promotional Pricing
•Low Interest Financing
•Psychological Discounting
Bundling (Offering several products for sale as one combined product)
PROMOTION AND INNOVATIVE
IDEAS TO SELL MERCHANDISE
•Advertising ( Print ads, TV ads, radio ads )
•Weekend Discounts
•Exchange offers
•Point of purchase promotion
•Word of mouth
•Brand Endorsement
•Future Card
 PLANOGRAMS USED BY
BIG BAZAAR
•Shows the placement of retail products on shelves .
•It makes a section more aesthetically appealing to the customer.
Affects of Planograms
•Satisfying customer with a better visual appeal
•Tighter inventory control and reduction of out of stock
•Better-related product positioning
•Improved sales
•Assign selling potential to every inch of retail space
•Effective communication tool for staff –produced display.
 SPACE PRODUCTIVITY
SPACE PRODUCTIVITY
Big Bazaar has effectively utilizes its space in its store and as it is usually
measured by sales per square foot of selling space therefore we came to know
that it has been assigned in a logical manner so that it become convenient for
customers to purchase and walk here and there to see the merchandise.
FIXTURES
•Straight Rack
•Gondolas
•Round rack
WALL FIXTURES
•To make store wall merchandisable, and varities of clothes can be fitted
into it.
MERCHANDISE DISPLAY PLANNING
•Shelving
•Hanging
•Stacking
RECOMMENDATIONS
•Big Bazaar must perform demonstration new products to make
customers aware and create trust among them.
•General merchandise has number of departments so staff number
should be increased to serve customer during weekend and big days.
•Make some arrangement for any new scheme or offer such as queue
system management so crowd can be controlled during big days.