1.

o 2001- Big Bazaar, ‘Is se sasta aur accha kahi nahin’ - India’s first
hypermarket chain launched.
o Big Bazaar is the chain of retail stores of the big banner Pantaloon
Retail (India) Ltd. , which in turn is a segment of the Kishore Biyani , regulated
Future Group of Companies. Moreover the customer friendly ambiance and the
organized retailing of products also makes Big Bazaar one of the successful
retail companies in India.
o There are 89 Big Bazaars in India and the format is the highest
revenue and profit generating unit for the Future Group that Biyani founded.
Biyani has plans to hive off Big Bazaar and may eventually take it public after
doubling the number of stores by March 2009 .
2. TARGET MARKET
o India’s $300 billion annual retail market
3. Major Task
o To infuse confidence in Indian brands
4. Sunday, June 1, 2008 The Big fight for 'Big Bazaar'
o It cannot be a zero-sum game anymore. We need to create win-win-
win scenarios - where we can win, our business partners can win and the
customer can win.
o where he describes himself as the creator and destroyer (and re-
creator) of all that he builds - he doesn’t believe in preserving because that’s
when the company starts stagnating. So, every few years, KB changes their
entire organization structure to adapt to the current and future environments,
and that’s why they now have a new name “Future Group” :
o ACE future the word which signifies optimism, growth, achievement,
strength, beauty, rewards and perfection. Future encourages us to explore areas
yet unexplored, write rules yet unwritten; create new opportunities and new
successes. To strive for a glorious future brings to us our strength, our ability to
learn, unlearn and re-learn, our ability to evolve.
o We, in Future Group, will not wait for the Future to unfold itself but
create future scenarios in the consumer space and facilitate consumption
because consumption is development. Thereby, we will effect socio-economic
development for our customers, employees, shareholders, associates and
partners.
o It all happened (and is happening) in India
5. Big Bazaar
o Big Bazaar is not just another hypermarket (a bit like a discount
store). 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. It provides discounts ranging from 8-6 percent to the market.
o Promising that nobody sells cheaper and better, the Big Bazaar
store, and offers special discounts and offers of up to 60 per cent on more
than 1,60,000 products 365 days a year.
 6.
o Group Vision
o Future Group shall deliver Everything, Everywhere, Every time for
Every Indian Consumer in the most profitable manner. 
o Group Mission
o 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.
o We will be the trendsetters in evolving delivery formats, creating
retail realty, making consumption affordable for all customer segments –
for classes and for masses.
o We shall infuse Indian brands with confidence and renewed
ambition.
o We shall be efficient, cost- conscious and committed to quality in
whatever we do.
o We shall ensure that our positive attitude, sincerity, humility and
united determination shall be the driving force to make us successful.
7. Core Values  
o Indian ness : confidence in ourselves.
o Leadership : to be a leader, both in thought and business.
o Respect & Humility : to respect every individual and be humble in
our conduct.
o Introspection : leading to purposeful thinking.
o Openness : to be open and receptive to new ideas, knowledge
and information.
o Valuing and Nurturing Relationships : to build long term
relationships.
o Simplicity & Positivity : Simplicity and positivism in our thought,
business and action.
o Adaptability : to be flexible and adaptable, to meet challenges.
o Flow : to respect and understand the universal laws of nature.
8. Strategies
o To Minimize Retailing Cost
 Operating
 Fewer Staff on the floor –one person for
every 500 sq ft.
 Furniture cost- Rs. 800 sq ft unlike the Rs.
1600 sq ft.( Life style, Shoppers’ stop)
 Sourcing- (Cut down 25-30 percent)
 Channel- (Cut down 15-20 percent)
9. Tricks of the trade
o Saving shelf space.
 Deft use of signages to help the consumers.
 One stop shopping
  To Ensure enough pull to snatch away customers from the
neighborhood.
 Way to deal out unsold stocks.
 Plans to have in-store promotion as well slow moving product-
Concept of
 “ Today’s Price’- Every day a chosen product is being sold at
lower than usual prices .
10. Big Bazaar Wholesale Club
o Now Save, Even more The Big Bazaar Wholesale Club brings to you
an opportunity to save in bulk as you buy in bulk. In line with the Big Bazaar
tradition of providing best deals at best prices, the Big Bazaar Wholesale Club
provides you bulk deals at wholesale prices.
o An extension of Big Bazaar, the Big Bazaar Wholesale Club offers
multi-packs and bulk packs of a select range of merchandise at wholesale
prices. The merchandise categories range from Food & FMCG to Home Linen
and many more. You will not find any merchandise being sold loose/single unit
(except fresh) at a Big Bazaar Wholesale Club.
o A typical Big Bazaar Wholesale Club is located adjacent to a Big
Bazaar in the form of a separate section. The look and feel of a wholesale
market is evident in the stores from the stacking styles and use of a lot of hand
written signage by chalks on black slates.
11.
o With retail market in India especially in metros where standard of living
and disposable income is at an all time hig h, competitors will vie for the market
share and can stoop to any levels while marketing their products . Guerilla
marketing is just one of the strategies and surely one can learn a lot from the
ongoing battle,
o Things have already started to boil coz of this ad campaign and both
Lifestyle, Shoppers Stop are analyzing the effect of the strategy used by Mr
Biyani and Future Group. Lifestyle are even planning to take Future Group and
their ad campaign to Advertising Standards Council of India (ASCI). I just feel,
Future Group have done a very creative job and surely time will tell the effect of
this strategy – by this I refer to both Future Group and their competitors.
o Keep watching this space for more cuz I am sure this is just is just the
beginning !!
o For more on Guerilla marketing strategy :
12.
o Apparently its part of Big Bazaar ’s (owned by Biyani’s Future Group )
new Guerrilla Marketing Strategy according to agencyfaqs.com Surely one must
have heard about the guerilla warfare strategies during one of those boring
history sessions
o in the world of cut throat competition, corporates use extension of the
same strategy in marketing …hmmmm never imagined this while we were in our
shorts !! Corporates like coke, pepsi, etc have been using the same for quite
some time now and the latest entrant is our very own ‘ Future Group ’- Big
Bazaar, Pantaloons, Future Bazaar, eZone are all part of this group and they are
taking on the biggies like Shoppers Stop, Lifestyle, and Tata’s Westside.
 o In order to do the same, Future Group have come up with 3
catchy/cocky and cheeky ad campaign which surely does catch your eyes
(whether one changes their loyalty or not, only time will tell) and surely one cant
resist appreciating the same..
o Keep West-aSide. Make a smart choice !
o Shoppers! Stop. Make a smart choice !
13.
14. Big Bazzar
o Rating:
o Parking
o Ambience & Decor
o Store Range
o Value for Money
15. Challenges…
o Quality
o Timely Delivery
o After Sale Service
o Shopping Experience
o Number of orders
16. Feedback:
o Big Bazaar is luring customers to its Electronic Bazaar but they are not
allowed to touch or feel the various branded electronic goods. There is no home
delivery nor are there trained salesmen to guide the customers and ensure they
get the right product.” There are also complaints that certain goods that are
packaged and given to customers were in a damaged condition.
o our spending budget is Rs 1,500, we end up paying over Rs 2,500 due
to impulsive buying. Moreover, we spend a lot more to reach a Big Bazaar
hypermarket.”
17. New Opportunities
o Retailing through Internet & web based technologies.
18.
19. Threat:
o Competition with giant retailer like
o Reliance ,Spencer etc.
20.
o The Anil Ambani-led wing of the former Reliance group, on the other
hand, uses ‘Big’ as the moniker for its entertainment and media channels
ranging from Big FM, India’s largest radio network, to Big Video, Big Music, Big
Flicks under Reliance Big Entertainment Pvt Ltd.
o Big Bazar is “one of the many names under consideration by Reliance
Big Entertainment for aggregated retailing of our entertainment products and
services under one umbrella brand” says a spokesperson for Reliance.
21. BIG BAZAAR….USP
o 1B population.
o Availability of Liquid Cash Disposable Income among Young
Generation
o Affordable man power
o Craze, Passion among Mr. Customer (Consumer)
o More products ….Under ONE roof
o Affordable price
o Sentiments - To infuse confidence in Indian brands
o Scheme Buy 01 get one free,20% dis ..etc