BRAND EXPERIENCE AT BIG BAZAAR

PRESENTED TO: Prof. Abhilash Ponnam

SUBMITTED BY: Rakesh sai Rayapuddi 11BSPHH010647

BIG BAZAAR ABOUT THE COMPANY Big Bazaar is a chain of hyper mart in India offering value for money products and services. Big Bazaar was started by Kishore Biyani, the Group CEO and Managing Director of Pantaloons Retail India. Big Bazaar was launched in September, 2001 with the opening of its first four stores in Kolkata, Indore, Bangalore and Hyderabad in 22 days. Currently there are 162 Big Bazaars in India. The name of the format was designed keeping in mind the Indian Mandi style. Since the size of the hyper market was big than an average mandi hence it was named as Big Bazaar wherein Indian customers can get the same experience of shopping in a mandi with added services. Big Bazaar was started as a fashion format but now a typical Big Bazaar offers 16000 products ranging from apparels, general merchandise, food, cosmetics, home needs, electronics, furniture, communication, books, music, jewellery and services like consumer credit, beauty salons and gym. Big Bazaar with its wide range of product and service offerings reflects the aspiration of millions of Indians. The journey of Big bazaar can be divided into 2 phases- one pre and the other post 26th January 2005, when the company rewrote the retail chapter in India, with the introduction of a never before sales campaign- Sabse Sasta Din. In just one day the whole of India almost descended at various Big Bazaar stores across India. Big Bazaar is continuously creating innovative deals, expanding in tier II and tier III towns and tying up with branded merchandise to offer exclusive products and services to its customers. CORE VALUES OF THE BRAND The core value of Big Bazaar lies in its Indianness as reflected in the store format a typical portrayal of a crowded Indian mandi offering goods at low price. Since its inception Big Bazaar has continuously strived to keep itself a soft brand reflecting India and Indianness. Big Bazaar believes in growing with society, participating and celebrating all regional and local community festival and giving customers preference above everything else.

Every Big Bazaar is a small family by its own and the head of the family- Karta, is the store manager. BRAND POSITIONING Big Bazaar position itself on Value for Money proposition for Indian customers. Big bazaar guarantees best product at best price. With a slogan of Is se sasta aur acha kahin nahi, the Big Bazaar targets itself directly at the average Indian's love of following the crowd and scrambling for a good discount. Indias Independence Day is billed as Maha Saving Day and Wednesday bazaar is Hafte Ka Sabse Sasta Din. BRAND EXPERIENCE AT BIG BAZAAR ONE STOP SHOP One can get whole range of item under one shop at reasonable price. Shopping for Indians is more of an entertainment and family outing where whole family can go out and enjoy quality time together. By offering everything under one roof, Big Bazaar is the perfect destination for Indian families to shop and enjoy. Moreover they always have their outlet in such a location where it is easy to commute. LAYOUT Main objective of the store layout is to maximize the interface between customers and merchandise. It provides easy accessibility to the customers to view the offerings of the store. Layout of the store has been strategically designed in order to make effective use of merchandise and passage to draw customers attention on stores offerings and also the customers can themselves find the product. SCHEMES Big Bazaar offers various schemes to its customers which pulls them to its stores and make them feel a part of family where they are regularly invited to explore and enjoy new experiences. In every season they give advantage to their customers by giving different and

attractive schemes like Wednesday bazaar , monthly bachat , sab se sasta din like 26th Jan and 15th Aug, provide exchange offer for old goods etc. HELP DESK Big Bazaar provides a customer help desk at entrance of the shop, where customer can get all the necessary information of any new scheme or offer going on. Customer desk is for helping and guiding the customers. Customer desk help have complaint or suggestion box in which customer can write their suggestion and complaint regarding service, product etc. SERVICES Big Bazaar customers experiences various other services such as gift wrapping, free call in case of emergency, wheel chair, stretcher, free home delivery for electronics item. SEVA To enhance customer experience Big Bazaar has launched SEVA in March 2012. A few of the sevas that are on offer are free cutting and dicing of vegetables purchased, in different styles, according to specifics mentioned by the customer. For those who enjoy healthy multi grain rotis, customers have the option of choosing the grains that go into their roti doughs. The grains will not only be ground and made into doughs, but will also be made into fresh, hot and healthy rotis by the Seva staff (Sevaks) at Big Bazaar. This whole initiative focuses on making the customer feel like a king where his needs and demands are valued. AMBIENCE Big Bazaar facilitates a certain kind of ambience and decorum to the people that they also visit it for the purpose of outing similar to visiting a mall. The infrastructure and ambience of big bazaar is such that people like to go there even they dont have to purchase anything. People enjoy doing shopping in big bazaar. This is an added advantage for it as often customers purchase some goods while moving through the building. SEE- TOUCH- FEEL The Food Bazaar offers customers the best of western and Indian values. The western values of convenience, cleanliness and hygiene are offered through pre packed commodities and the

Indian values of "See- Touch- Feel" are offered through the Mandi atmosphere created by displaying staples out in the open, all at very economical and affordable prices without any compromise on quality. This satisfies the Indian consumer and comforts her before making her final buying decision. Truly the Indian consumer now agrees with Food Bazaar: "Ab Ghar Chalaana kitna Aasaan This positioning platform of Food Bazaar is evident from the higher discounts and the wholesale price-points which is below MRP. Food Bazaar replicates a local mandi, to provide the much important touch & feel factor which Indian housewives are used to in the local bazaar.

EVALUATING BIG BAZAAR ON THE CHARACTERSTICS OF MEMORABLE EXPERIENCE Theme the Experience: Big Bazaar has themed its experience as per its offering and value proposition that is combining the Indian customers demand for value for money with the local mandi experience. The theme of this experience says- Is se sasta aur acha kahi nahi Harmonize Impression with Positive Cues: The interior layout of Big bazaar supports the Indian mandi format with large assortment of products at affordable prices. Big Bazaar can increase such impressions through following efforts: A warm welcome to all the customers at the entrance and hope you to visit again thanks at the exit. More signages and board to help customers locate various segments effortlessly. Eliminate negative cues: Big Bazaar does not offer any negative cues to its customers. Mix in Memorabilia: Big Bazaar offers T 20 sim card its customers and different loyalty cards. Engage all five senses: To engage all five sense Big bazaar can Use some pleasant aroma in all its stores. Play soothing music.

STRATEGIES TO IMPROVE EXPERIENCE It should make different cash counters for different customers. Cash counter and credit card payment counter should be placed differently in order to reduce the rush and save the customers time. This will be a kind of motivator for the customers of Big Bazaar and will reduce the waiting time of the cues. Big Bazaar should improve its parking facility and more spacious parking should be provided which is a major hurdle faced by the customers especially on the weekends and Wednesday- sabse sasta din. Big bazaar should offer some day time discount which will attract housewives to come and shop, explore new offerings and will also eliminate the rush of the evening leading to better store management and customer service. The Retail outlet should provide information regarding special schemes to regular consumers personally by phone or mail. Big Bazaar should send mail to its regular customers at certain joyful occasion such as marriages, Birthday, Anniversaries etc. The consumers will have the feelings of concern about themselves by the retail outlets. Big Bazaar should provide free home delivery for bulk purchase to its regular customers. Big Bazaar can have a special kids play area wherein kids can enjoy their time without disturbing the mothers. All Big bazaar stores can have a lounge for snacks where families can spend quality time together after shopping and relax. During festival shopping Big bazaar can offer Coffee/ Tea/ Cold drinks etc to customers and with the help of this hospitality activity it can create relationship with consumers.