Presented By :-

Presented To :-
Ashok Kumar

Tarun Jaiswal
Niveet Srivastava
What is retailing ?

The term “Retailing” refers to any activity that involves a

 sale to an individual customer.

Retailing is the interface between the producer and

the individual consumer buying for personal consumption.


Retail


Organized Un Organized
Big bazaar
o Big Bazaar founded by the Mr. Kishor Biyani
o They were opening the first store in (Gariahat)Kolkata in august 1997
o It was housed in a building that was about to be converted into a
marriage hall
o The first big bazaar in Mumbai came up at high street phoenix in 2002.
o There used to be a textile mill at that location.
o Second outlet in Kolkata is located within a residential compound called
Hiland park

Big bazaar
Mission & Vision


o Future Group shall deliver Everything, Everywhere, Every

time for Every Indian Consumer in the most profitable
manner
o
o We share the Vision & believe that:-


o We Provides Best Products at the Best Prices.

o Classless destination.
o Attracts a few thousand customers per day

Marketing Strategy of Big Bazaar
 Activities Target Marketing
Mix
Tie up with IPL
 Sports lover Promotion
Networking through Internet
 All loyal customers and other users E-Marketing
Women forum
 Women Promotion
Adharrural centric market
 720 ml consumer across 62700 villages Place
Improving quality of product
 All customers Product
Interior decorator
 Specific customers People

Consumer segmentation
o The large and growing young working population is a preferred
customer segment.
o Big Bazaar specifically targets working women and home makers who
are the primary decision makers.
v

Punch line of big bazaar
o Is se sasta aur achha kahi nahi
o Sabse sasta din or maha saving day.
o Maha sasta din (26th Jan Republic day).

Promotion Activity
Merchandise mix

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Apparels Food Chill station
Denim & t-shirts Staples Soft drinks
Formal wear Ready to eat Packaged juices

Casual wear Ready to cook Milk items

Party wear International food Frozen foods

Sarees Spices Ice creams

Night wear Tea and coffees
undergarments
Farm products Electonic Furniture personal
bazaar bazaar care
fruits Tv sets Living room Shampoos
Vegetables Washing Bedrooms Soaps
machine
Dairy Refrigerator Kitchen Creams
products
Imported fruitsMicro waves Dining rooms Home
cleaners
Laptops Paintings Deodrants
A.C. Detergents
Child cares &toys Fashion and Others services
jewellery
Kids wear Beauty care Bakery

Toy bazaar Foot wear bazaar Mr.right

Stationary Star parivar Tulsi

Child care
Analysis
Components Analysis
Rivalry among the competitor Reliance Retail, Aditya Birla Group , Vishal


Retail’s, Bharti and Walmart, etc

Threat of entrants FDI policy not favorable for international

12/21/10
players.
Domestic conglomerates looking to start

retail chains.

Bargaining power of supplier The bargaining power of suppliers varies

depending upon the target segment.
The unorganised sector has a dominant

position.
There are few players who have a slight

edge over others on account of being

established players and enjoying brand
Bargaining power of buyers Consumers are price sensitive..
distinction.
Availability of more choice.

Threat of substitutes  Unorganized retail

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People
 Well trained staff;
 Appearance;
 Empowered individual;
 Encouraged to think out of box; &
 Example- Ved Prakash Araya (Chief Operating)
 officer, Sanjib Agrawal(Head Marketing)

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Physical Evidence

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Physical Evidence

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Physical Evidence

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Physical Evidence

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Process

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

Recommendations


o Retailing through Internet & web based technologies.

o
o Customer Care Centre to guide and counsel about customer loyalty program.
o
o Stress Buster Exercises must be organized during evenings in sessions as
employees have to stand all throughout the day.
o
o Added on facilities like Home Delivery and to an extent credit it plays an
important role in Customer Acquisition and retention programs.
o
o
o Future-
o Should he slow down?
o Should he let the momentum propel him forward?



 THE STRATEGY BEHIND BIG
BAZAAR

Saving is the key to Indian middle class

consumer.

The concept of Bazaar; as the store offers

large mix of products at discounted price,
the name “Big Bazaar” was finalized