Big Bazaar

Big Bazaar is a chain of hypermarket in India, which caters to every familys needs and requirements. This retail store is a subsidiary of Future group, Pantaloons Retail India Ltd. and is an answer to the United States Wal-Mart. Big Bazaar has released the doors for the fashion world, general merchandise like sports goods, cutlery, crockery, utensils, and home furnishings etc. at best economical prices. Big Bazaar group offers more than 100 stores all over the country with an amalgamation of Indian bazaars feel and touch with a convenience and choice of the modern retail facilities. The retail format of the Big Bazaar group includes Aadhar, Rural & Home-Town retail chain, Ezone home-improvement chain, sportswear retailer, depot and music chain is few among others. History of Big Bazaar The worldwide country chain, Big Bazaar, is formed by CEO of Future Group, Mr. Kishore Biyani. The group do not promises more than what it delivers. Their basic attraction associated with reasonable prices is their Unique Selling Price. Though, the products Big Bazaar stores stocks might not be advanced, but the customers are assured to avail the worth of the money spent by them. In 2001, the group opened its first store on the VIP Road, Calcutta, which was the primary departmental store offering regulated services of parking, steel vessels, apparel, electronics etc under the one roof at the competitive prices. Big Bazaar has become a massive hit with lower middle-class and middle class people as a major client base. At present, the Future Group comprises various formats and brands like Pantaloons, F123, Copper Chimney, Etam, Staples, One Mobile, Urbana, Brand Factory, LootMart, HomeTown and Central. The Big Bazaar has several stores located all over the India, among that Chennai, Hyderabad, Ahmedabad, Bangalore, Kolkata, Pune, Mumbai and Delhi is those metro cities where the stores of Big Bazaars are located. Facilities offered by Big Bazaar

Online shopping: Big Bazaar has an official website, FutureBazaar.com, which is one of the most favorite sites among people of India for online shopping. FutureBazaar is an online business venture of Future Group, which sells an assortment of products such as fashion, which includes merchandise for men and women, mobile accessories, mobile handsets and electronics like home theatres, video cameras, digital camera, LCD TVs, kitchen appliances and many more. Discounts: Hfte ka sabse sasta din was introduced by the Big Bazaar, wherein extra and special discounts were offered on Wednesday every week, to attract the potential buyers into their store.

Security check: At each exit of Big Bazaar, they use alarm systems or Electronic Article Surveillance system, which detects the products that has attached tags or not.

Big Bazaar: The Brand Building Challenge

Thursday, July 29, 2010 By Ravi Bhatia

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Big Bazaar, the Indian Wal-Mart, is the modern Indian family's favorite store

We have a store opening virtually every fortnight; I have lost count now of how many I have opened Kishore Biyani

Big Bazaar: Brands Identity, Personality and Symbolism Big Bazaar (Exhbit-1) is Indian personification of retail. Its like an Indian bazaar or mandi or mela, the environment created by traders to give shoppers a sense of moment. Its personality is of being an entity away from fancy or pretty and being authentically no-frills. Kishore Biyani never hired any foreign consultant for Big Bazaar which is evident from Indianspecific personality of the Brand. The brands personality is self explanatory by its tagline only.

This statement places Big Bazaar at top of customers mind. It reflects that entrepreneurship and simplicity are the essence of character of Big Bazaar. To use predatory pricing is not in the personality of Big Bazaar, they never sell goods below they have purchased it.

Exhibit-1 Chosen Brand: Big Bazaar

Big Bazaar, the Indian Wal-Mart, is the modern Indian family's favorite store. Big bazaar symbolizes modern retail, the business which isnt looked up to in our country, is now in the eyes of many Multinational biggies. Big Bazaar has shown a robust growth in recent years (Exhibit-2). Exhibit-2 Growth story of Big Bazaar

Big Bazaar: The Brand Building Challenge

Thursday, July 29, 2010 By Ravi Bhatia

email print pdf 0

Share

Big Bazaar, the Indian Wal-Mart, is the modern Indian family's favorite store

Demerits of marketing a commodity market Brands evolve from unbranded commodities to references, where the name is used for identification. This is also evident from the Goodyears (1996) Chronological brand categorization (Exhibit3). There is lack of differentiation if marketing of commodity is done. Commodities and differentiated products are the two ends of the product spectrum. Each unit of a commodity is exactly like every other unit. A product is a commodity when all units of production are identical, regardless of who produces them. Commodities tend to be raw materials like corn, wheat, copper, crude oil, etc. The stone marble is mined and sold by many companies in Rajasthan; its like an unbranded commodity, where each producer is selling identical product. People that produce commodities are referred to as price takers. This means that an individual producer has no control over his/her price. On the other hand, people who are owners of brands or differentiated products are price makers. Producer of a differentiated product creates a separate market for his/her individual product. Exhibit-3 Goodyears (1996) Chronological brand categorization

Value of Branding Branding plays a crucial role for all the products and services. A successful brand is an identifiable product or service and buyers or users perceive values in it which matches their needs. There are certain advantages of branding. They are:Product dies but a good brand never die: The first card T-model is no more but the brand 'FORD' is still alive. 'Pears' soap that was launched somewhere in the end of 1800 is still alive although they have changed the product. Even they are looking for line extension but basic brand names are the same. Sales or Market share: A brand generates familiarity and trust and hence leads to greater sales. Branded products have edge over unbranded products.

Premium price: Brands generate trust, a brand manager can charge extra price and people pay for that trust. Differentiation: Creating a brand is nothing but creating a strong association. This association clearly differentiates the branded product from the rest According to brand evolution model developed by Kunde (2000) (Exhibit-4), as the value of brand becomes stronger and more relevant to customers, the brand becomes more involving, and thus managers need to make their brand values more relevant to increase customers involvement. This is explained by religion model also. The model distinguishes 5 types of brands: Exhibit-4 Kunde Model (2000)

Product Brand: Products without any form of added value connected to the generic element. Concept Brand: Brands that are driven by emotional values as opposed to product characteristics. Corporate Concept Brand: Brands that merge with the company and present themselves

in a sustained and consistent way. Brand Culture Brand: Brands that are so strong that they in the eyes of the consumer have become equated with the function they represent. Brand Religion Brand: The ultimate brand position is that of brands that in the eyes of the consumer have become a must, a faith to which they profess. Big Bazaar: Positioning and Establishment Big Bazaar has established itself in the first quadrant of Organization Value and Customer Value Matrix. The SWOT analysis of current strategy of Big Bazaar elaborates the core competencies and areas of improvement. The key features that have shaped in establishing of Brand includes

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 event 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.

Exhibit-5 Organization Value and Customer Value Matrix

Exhibit-6 SWOT analysis of Big Bazaar

7P Analysis of Big Bazaar 7P Marketing Mix is more useful for services-industries and knowledge intensive industries. Successful marketing depends on number of key issues. The seven keys issues are explained as Product: Big Bazaar offer a wide range of products which ranges from Apparels, food, farm products, furniture, child care, toys etc. (Exhibit7)Products of all the major brands are available at Big-Bazaar(Exhibit-8). Also, there are many in house brands promoted by Big Bazaar. Big Bazaar sold over three lakh 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. The various techniques used at Big Bazaar are: 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, 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. Exhibit-7 Range of Products Available at Big Bazaar

Exhibit 8 Major brands at Big Bazaar

Place Big Bazaar stores are located in 50 cities with 75 outlets (Exhibit-9). Big Bazaar has presence in almost all the major Indian cities. They are aggressive on their expansion plans. Promotion Big-Bazaar started many new and innovative Cross-sell and up-sell strategies in Indian retail market. The various promotion technique used at Big Bazaar include Saal ke sabse saste teen din, Future card( the card offers 3% discount), Shakti Card, Brand Endorsement by M.S. Dhoni, Exchange Offer- Junk swap Offer, Point-ofPurchase Promotions. Advertising has played a crucial role in building of the brand. Big Bazaar advertisements are seen on Print media, TV, Radio (FM) and Road side billboard. People They are one of the key-assets for any organization. The salient features of staff of Big- Bazaar are:

Well trained staff, the staff employed by Big-Bazaar are well-suitable for modern retail. Well dressed staff improves the overall appearance of store. Employees are motivated to think out-of-box. Retail sector is in growth stage, so staff is empowered to take innovative steps.

Employ close to 10,000 people and recruit 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 a customer friendly atmosphere.

Process The goods dispatch and purchasing area has certain salient features which include:

Multiple counters with trolley to carry the items purchased Proper display/posters of the place like (DAL, SOAP etc.) Home delivery counters also started at many places

Exhibit 9 Places at which Big Bazaar is located

Physical Evidence It deals with the final deliverable or the display of written facts. This includes the current system and available facilities. Big Bazaar: Brand Extensions actually made and future possibilities.

Future Group is planning to split Big Bazaar into two entities. One will be front-end consumer oriented entity and other will be for back end operations. Back end entity may enter into joint venture with leading international cash and carry retailer. Foreign partners like Carrefour, Metro, and Costco etc are in the race and their role will be to improve efficiency in sourcing and logistics, which will help drive down prices and boost margins. The front end operations will be further divided in three categories, Big Bazaar Express with store area less than 40000 sq ft, Standard Big Bazaar with store area between 40,000 to 75,000 sq ft and Big Bazaar. Supercentres with store area more than 75000 sq ft (Exhibit 10). Future group is also planning to distribute financial products like consumer loans and insurance through Big Bazaar outlets. Consumer insights & perceptions Big Bazaar is based on 3-C theory of Kishore Biyani. The three C symbolize Change, Confidence and Consumptionand according to this theory change and confidence is leading to rise in consumption. They divided Indian customers in three categories:India One

Consuming class, constitute only 14% of Indian Population They are upper middle class and most of customers have substantial disposable income Initial focus of Big Bazaar

India Two Serving Class which includes people like drivers, household helps , office peons , washer man etc. For every India One, there are at least India two and have around 55% of Indian population. India Three

Struggling class, remaining population of India. Cannot afford to inspire for better living, have hand-to-mouth existence. Needs cannot be addressed by current business models

The potential customers of Big Bazaar are India One and India Two. The customer insights were developed by close observation of the target set. The insights that came out were:

The clean and shiny environment of modern retail stores creates the perception that such store are too expensive and exclusive, and are not meant for India two. India two find moves and find a lot of comfort in crowds, they are not individualistic. They prefer to be in queues.

Indian-ness is not about swadeshi , its about believing in Indian ways of doing things. Indian customers prefer to purchase grains, grams etc after touching them, so its better not to sell in polythene packs. Big Bazaar has counters where you can touch wheat, rice, sugar etc. before purchasing. Advertisements about schemes and offers through local newspapers, radio in local languages inspires customer more than the traditional ways. The guards, salesman at the Big Bazaar outlets should not look smarter than customer, so they prefer not to have tie etc in their uniform. Hypermarkets in India should be situated in city unlike western countries where they are located away from city. Purchased Bags/goods should be sealed at checkout as customer can enter and exit multiple times. For Indians, shopping is an entertainment; they come in groups, with families so Big Bazaar should offer something to every section of family. That also led separate section for clothes, vegetables, food etc i.e . Multiple clusters within a bazaar. Developed a diversity tracing.

Advertising: The essential of brand building process Advertising is an essential component of brand building. The advertisement and brand building is done through various ways, the techniques used are:Tag line: Big Bazaar tag lines are the key components of advertising. These tag lines are modified according to demographic profile of customers. These catchphrases appeared hoardings and newspapers in every city where Big Bazaar was launched. Everybody understood and connected easily with these simple one-liners. The catch liners includes Hindi- Chane ke bhaw kaaju, Bengali-Rui er dame illish, Hindi-Stall ke bhaw balcony etc. Print Ads: Big Bazaar news paper advertisements are present just before launch of any new scheme. This creates aura about the Big Bazaar brand in the minds of customer. TV Ads: Kishore Biyani spends a lot amount 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 billboards are displayed on prime location in various cities as a brand building exercise. They display the catchphrases and now days. Radio Ads: This technique is used at cities like Sangli (tier 1 / tier 2 cities).Now a days it is replaced by advertisements on FM channels. This informs customers about the 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 threeday 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. Exhibit-10 Future Strategies of Big Bazaar

Factors that shaped Big Bazaar during its life cycle The Big Bazaar brand name is in its growth stage (Exhibit 11). Pantaloon group faced various small and large scales troubles in the introductory Stage of the brand. Present years are the high growth in retail sphere as market has high potential to sustain growth. The sales are increasing, more and more firms are coming to markets, foreign players are entering into retail sector and pie of organized retail is increasing in retail sector. The factors that shaped the brand during its life cycle are:Influence of Sarvana Stores located in Theyagraya Nagar, Chennai

Many people think that Big Bazaar was inspired by Wall Mart but the truth is that Kishore Biyani and his team members are neither inspired by US ways of doing retailing nor they have been to US much. The credit for foundation and inspiration goes to Saravana Store, a family run 25 years old store, whose philosophy was low margin, high turnover. In that store, food, groceries, clothes everything had a separate section. It had around 120 people just to manage crowd. The single shop was doing business of more than 200 crore per year. This shop was the template for Big Bazaar. Observing customer regularly Regular customer feedback is also an influential factor for the success of Big Bazaar. The Big Bazaar has a separate team that looks for customers purchasing pattern and how they like or dislike products, how they approach to particular products. For example, unlike other stores where the most expensive and catchy item is placed at the front display, Big Bazaar places the Value for Money item at check out point. Imbibed entrepreneurial spirit in organization Decision making power is given to every level of employee at Big Bazaar. KB has given risk-taking power, which led to entrepreneurial spirits into every employee. Everybody in big Bazaar operates with speed and confidence when it comes to decision making. Building on core values Core values of Indian-ness, valuing and nurturing relationships and Simplicity shaped the brand. Kishore Biyani always believes in long term relationships, with customers, suppliers and employees. Once thinking about offering gifts to employees close to Diwali, KB suggested giving them wallpaints to keep their house clean. The paint is used in Indian culture to keep house clean and brings freshness. The motive behind was to keep everything clean and bring freshness in organization. Strategic decisions taken to build the Big Bazaar brand The strategic decisions that lead to building of Big Bazaar were:Real Estate Game For a retailer, location is one of the most important things. According to KB, real estate cost should be less than 5 % of total sales of store in order to provide maximum benefits to customer. The strategic decisions to secure spaces before other retailers join in have resulted in cost-saving. Also, it has created early presence in market. Nurturing relationships KB follows strategy to develop trust and nurture relationships with suppliers. This trust led to strategically correct decisions most of the time. Whoever works with Future Group, either leaves in initial deals or continues forever. Use of technology, scenario planning and story-telling Big Bazaar planning and design used advance technologies like scenario planning and storytelling. These techniques were mainly used for store-design layout, store-location selection. The strategy to use user-focused, prototype-based development tool made the brand adapt to the fast-changing external environment.

Design management Design-led thinking helped Big Bazaar to achieve customer-first objective and ultimately lead to better financial performance. Big Bazaar strategy to focus on design led to creation of Idiom, an independent design and consultancy firm, based in Bangalore. They are one of the few organizations in India having economist, ethnographers and sociologists working across various teams as a part of Design management team. Back-end operations, supply chain Harvard Business School just did a case study on Pantaloons' supply chain and it says that Pantaloons' is the most cost-effective supply chain in the world. India may not have a modern supply chain but it definitely has a cost-effective one. Retailers have made use of the existing supply chain. Exhibit 11 Life Cycle of Big Bazaar

Marketing Mix Big Bazaar

Product: Big Bazaar offers a wide range of products which range from apparels, food, farm products, furniture, child care, toys, etc of various brands like Levis, Allen Solly, Pepsi, Coca- Cola, HUL, ITC, P&G, LG, Samsung, Nokia, HP etc. Big Bazaar also promotes a number of in house brands like:

DJ & C Tasty Treat Clean Mate Sensei Care Mate Koryo and 44 other brands.

Pricing: The pricing objective at Big Bazaar is to get Maximum Market Share. Pricing at Big Bazaar is based on the following techniques:

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 also used to attract customers. Big Bazaar also caters on Special Event Pricing (Close to Diwali, Gudi Padva, and Durga Pooja). Differentiated Pricing: Differentiated 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.

e.g. Wednesday Bazaar

Bundling: It refers to selling combo-packs and offering discount to customers. The combo-packs add value to customer and lead to increased sales. Big Bazaar lays a lot of importance on bundling.

e.g. 3 Good Day family packs at Rs 60(Price of 1 pack = Rs 22) 5kg oil + 5kg rice + 5kg sugar for Rs 599

Place: The Big Bazaar stores are operational across three formats hypermarkets spread over 40,000-45,000 sq ft, the Express format over 15,000-20,000 sq ft and the Super Centers set up over 1 lakh sq ft. Currently Big Bazaar operates in over 34 cities and towns across India with 116 stores. Apart from the Metros these stores are also doing well in the tier II cities. These stores are normally located in high traffic areas. Big Bazaar aims at starting stores in developing areas to take an early advantage before the real estate value booms. Mr. Biyani is planning to invest around Rs 350 crore over the next one year expansion of Big Bazaar. In order to gain a competitive advantage Big Bazaar has also launched a website www.futurebazaar.com, which helps customers to orders products online which will be delivered to their doorstep. This helps in saving a lot of time of its customers. Promotion: The various promotion schemes used at Big Bazaar include:

Saal ke sabse saste 3 din Hafte ka sabse sasta din Wednesday bazaar Exchange Offers Junk swap offer Future card(3% discount) Shakti card Advertisement (print ad, TV ad, radio) Brand endorsement by M.S Dhoni and Asin

Big Bazaar has come up with 3 catchy lines written on hoardings taking on biggies like Westside, Shoppers stop and Lifestyle. They are:

Keep West- aSide. Make a smart choice! Shoppers! Stop. Make a smart choice! Change your Lifestyle. Make a smart choice!

People:

Well trained staff at stores to help people with their purchases Employ close to 10,000 people and employ around 500 more per month. Well-dressed staff improves the overall appearance of store. Use scenario planning as a tool for quick 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: Big Bazaar places a lot of importance on the process right from the purchase to the delivery of goods. When customers enter the stores they can add the products they which to purchase in their trolley from the racks. There are multiple counters where bill can be

generated for purchases made. Big Bazaar also provides delivery of products over purchases of Rs. 1000. Physical Evidence: Products in Big Bazaar are properly stacked in appropriate racks. There are different departments in the store which display similar kind of products. Throughout the store there are boards/written displays put up which help in identifying the location of a product. Moreover boards are put up above the products which give information about the products, its price and offers. Big Bazaar stores are normally U shaped and well planned & designed

How Big Bazaar grow, and what it does to market its products

Big Bazaar
Retailing in India has witnessed a huge growth in the recent years. Retailing in India is gradually inching its way towards becoming the next boom. The Indian retail industry is largest among all the industries in India, According to the India Retail Report 2009 compiled by research group Images F&R Research rising economic growth will fuel the growth of industry and it will touch Rs. 18,10,000 crores by 2010. Big Bazaar is Indian personification of retail. Its like an Indian bazaar or mandi or mela. Big Bazaar, which has become a household name by now, has emerged as one of the prominent organised retailing player in Indian arena. It has been successful in establishing a chain of shopping malls in various cities of India, reflecting the look and feel of Indian bazaars at their modern outlets targeting higher and upper middle class customers with a strong distribution network. Big Bazaar faces a formidable competition from the unorganised sector. Change in consumer behavior, intensification of competition with the emergence of new players has made it difficult to achieve the forecasted success. An insight into unorganised retailing

reveals that it enjoys higher margin due to many reasons including low operational cost, and low taxations. Being aware of the threats and opportunities present in the Indian retailing, the top management at Big bazaar planned various strategic alternatives. Big Bazaar has huge promotion budgets. The biggest idea behind all advertisements is to prompt people to do bulk shopping. There are two types of promotional strategies of big bazaar. One is the holistic advertisement which promotes the brand and creates awareness among people. Other type of promotion is the particular store oriented promotion. There are promotional efforts even inside the store Big Bazaar ensures that no other kirana store / departmental store are offering considerable discount compared to its own price. This helped it Big Bazaar in being the "value for money" store. Product mix at Big Bazaar is compared to kirana store. 7P Analysis of Big Bazaar 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 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". Place: Big Bazaar stores are located in 50 cities with 75 outlets. Big Bazaar has presence in almost all the major Indian cities. Promotion: The various promotion techniques used at Big Bazaar include "Saal ke sabse saste teen din", Future Card (the card offers 3% discount) Brand Endorsement by M. S. Dhoni, 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. People: Well-trained and dressed staff, Employees are motivated to think out-of-the-box. Process: Multiple counters with trolleys to carry the items purchased. Proper display / posters of the place like (DAL, SOAP, etc.). Physical Evidence: It deals with the final deliverable or the display of written facts. This includes the current system and available facilities. Strategic Decisions Taken to Build the Big Bazaar Brand Indian customers prefer to purchase grains, grams, etc., after touching them, so its better not to sell in polythene packs. Big Bazaar has counters where you can touch wheat, rice, sugar, etc., before purchasing. Advertisements about schemes and offers through local newspapers, radio in local languages, inspires customer more than the traditional ways. For Indians, shopping is an entertainment; they come in groups, with families so Big Bazaar offers something for every section of family. Their newspaper advertisements are present just before launch of any new scheme. This creates aura about the Big Bazaar brand in the minds of customers. 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. For a retailer, location is one of the most important things. The strategic decisions to secure spaces before other retailers join in have resulted in creating early presence in market.