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

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

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.

Sales promotion:
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-of-Purchase 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.

Brand extension:
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 Consumption and 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 are the 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.

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.