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MARKETINGSTRATEGYOFBIGBAZAARINDIA
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In this assignment, I have described its marketing strategies and promotional activities.
The assignment is based on' the e ective marketing strategy which in uences
customer to purchase a product of Big Bazaar' helps to understand the e ect of
marketing strategy which is responsible for attracting customer towards big bazaar.
The research was carried out as per the steps of Marketing Research. The well
supportive objectives were set for the study. To meet the objectives primary research
was undertaken. The data collection approach adopted was experimental research.
Big Bazaar is the fastest growing and most successful Retail chain in India. Big bazaar is
the rst retail chain to be started in India and is the largest until now. In the later part of
the assignment I have applied 4P's marketing strategy to show that how Big Bazaar has
reached from introduction stage to growth stage and observed via some points that this
company is right now in growth stage of Product Life Cycle model. I have also analyzed
the SWOT showing how this company made its brand more e ective. I have also
described some suggestions to improve its brand image towards customers.
Contents
INTRODUCTION:
BIG BAZAAR is a name renowned in Retail. It is now a brand image in private retail
sector. Wal-Mart is the retail stores of USA and is known all over the world for its
fashionable and a ordable materials and is known as one of the best in its eld, big
bazaar can be said as the Wal-Mart of India running a chain of more than 100 retail
stores in India.
People around the country thinks that big bazaar is inspired from Wal-Mart and it is
quite obvious to think as Wal-Mart is world leading chain of retail shopping but actually
the idea of big bazaar came to the CEO Kishore Biyanifrom a 25 years old store
"Saravana" which was owned by a family and worked on the philosophy of "low margin
high turnover".
Following its slogan of "isse sasta or achha kahin nahi"(Meaning cannot nd cheaper and
better than this anywhere) it provides the consumer with the best of the materials at a
rate less than rest of the market.
Big bazaar is the subsidiary of Future Group, Pantaloons Retail India ltd.
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The brain behind big bazaar is the CEO of Future Group Mr. Kishore Biyani
Future group is has various brands like Pantaloons, F123, Copper Chimney, Etam,
Staples, One Mobile, Urbana, Brand Factory, LootMart, HomeTown and Central. Big
bazaar covers all parts of India including the metro cities Kolkata, Delhi, Chennai, and
Mumbai.
Big bazaar started with its rst store in Kolkata, west Bengal in 2001 and now owns more
than 100 stores all over India making itself the fastest growing retail chain in India and
leaving all its competitors behind.
OBJECTIVES:
To know the e ective marketing strategy which in uence customer to purchase a
product of Big Bazaar.
To know the marketing and promotional strategy of big bazaar.
How Big Bazaar Establish and maintain its position in retailing through promotion.
LITERATURE REVIEW:
RELATED CASE STUDY:
A lot of case studies have been done before on this topic and its di erent aspects as my
focus is on leading towards success through the low cost strategy which is followed by
big bazaar, one of them is described below:
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India has one of the largest numbers of retail outlets in the world. Of the 12 million retail
outlets present in the country, nearly 5 million sell food and related products. Thought
the market has been dominated by unorganized players, the entry of domestic and
international organized players is set to change the scenario. Organized retail segment
has been growing at a blistering pace, exceeding all previous estimates. According to a
study by Deloitte Haskins and Sells, organized retail has increased its share from 5 % of
total retail sales in 2006 to 8 % in 2007. The fastest growing segments have been the
wholesale cash and carry stores (150%) followed by supermarkets (100%) and
hypermarkets (75-80%). Further, it estimates the organized segment to account for 25
per cent ofthe total sales by 2011. India retail industry is the largest industry in India,
with an employment of around 8% and contributing to over 10% of the country's GDP.
Retail industry in India is expected to rise 25% yearly being driven by strong income
growth, changing life styles, and favorable demographic patterns. It is expected that by
2016 modern retail industry in India will be worth US$ 175 -200 billion. India retail
industry is one of the fastest growing industries with revenue expected in 2007 to
amount US$320 billion and is increasing at a rate of 5% yearly. A further increase
of 7-8% is expected in the industry of retail in India by growth in consumerism in urban
areas, rising incomes, and a steep rise in rural consumption. It has further been
predicted that the retailing industry in India will amount to US$21.5 billion by 2010 from
the current size of US$ 7.5 billion. Shopping in India has witnessed a revolution with the
change in the consumer buying behavior and the whole format of shopping also
altering. Industry of retail in India which has become modern can be seen from the fact
that there are multi- stored malls, huge shopping centers, and sprawling complexes
which o er food, shopping, and entertainment all under the same roof.
India retail industry is progressingwell and for this to continue
retailers as well as the Indian government will have to make a combined
e ort.
4P'S OF MARKETING:
"Marketing" is the promotion of products, especially advertising & branding. Marketing
practice tends to be seen as a creative industry, which includes advertising, distribution
and selling.
Marketing mix is a deciding factor in formulating marketing techniques for the success
of a particular brand, commodity or company. The components of marketing mix are:
Product
Price
Place
Promotion
http://marketingroi.robinsonmaites.com/wp-content/uploads/2010/01/4ps.gif
Source:
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Source:
http://notesdesk.com/notes/marketing/themarketing-mix-4-ps-of-marketing/
PRODUCT:
Big Bazaar o ers the maximum variety for every category of product. The product is the
same in every store in the city but the brand options are more in Big Bazaar and the
quantity for each product is not limited to large packs only. The commodities sold by the
retail chain includes its "own products" which get a ready distribution network. The own
products of Big Bazaar include My World fashion magazine which is not available
anywhere else. So costs are very low for such products.
PRICE:
Price is the critical point in a competitive industry. Big Bazaar works on a low cost model.
It considers its discounted price as its USP. There is an average discount of 6-8% on all
items in respect to their MRP. Prices of products are low because it is able to secure
stock directly from the manufacturer. There are huge synergies in terms of bulk
purchasing, transportation and central warehousing. These all factors are very helpful
for the retailers to keep low prices.
PLACE:
Place means the location of the business. Big Bazaar has always worked on cheap
locations. It targets semi-urban population with its placement. Its strategy is to nd a
low-cost location and it never goes for hot spots in the city. It relied on promotional
activities to make up for unattractive locations. Another strategy used by Big Bazaar to
overcome location disadvantage is use of internet. It has launched a merchandise
retailing website www.futurebazaar.com which targets high-end customers ready to use
credit cards. The promotion of this website is done through advertisement on Google.
The website is put as sponsored link.
PROMOTION:
Big Bazaar has huge promotion budgets. The biggest idea behind all advertisements is
to make people do bulk shopping. There are 2 types of promotional strategies of big
bazaar. One is the advertisement which promotes the brand and creates awareness
towards people. It is not targeted at promoting each store but only creates an image of
Big Bazaar as low-cost shopping option. The store has advertised through TV, road
shows and also started reality show-typed promotional campaign "The Big Bazaar
Challenge." Promotions like "Sabse Sasta Din"(Cheapest Day) are a very successful
strategy to get good results. In this products across categories such as furniture,
electronics, utensils, apparels and food products at the lowest possible prices, coupled
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with attractive promotional schemes. Some of the most attractive o ers being a 20-litre
branded microwave oven with grill for Rs 2,399, jeans and trousers for Rs 199 and HCL
laptops for Rs 22,800.
Buy 2 Get 1 Free types of promotions are very common. Original prices are cut down
and new prices are shown, of which customer takes quick notice. There are loyalty
schemes which reward regular clients.
Source:
http://www.coolavenues.com/know/mktg/ravibig-bazaar-14.php
Looking at the product life cycle of big bazaar it can be seen that it is in the growth stage
at this point of time and still have a lot scope to grow.
It is said that:
RETENTION STRATEGY:
Big Bazaar strive to foster a feeling of well-being in their employees through care and
respect, Big Bazaar have several structured processes including employee mentoring
and grievance management programmers which are intended to facilitate a friendly and
cohesive organization culture. O -site activities are encouraged to improve
interpersonal relationship. Big Bazaar also acknowledge the e orts exerted by their
employees by organization an annual celebration called 'Pantaloon Day' where Big
Bazaar recognize employees who have shown exceptional talent, sincerity and
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BigBazaar has launched new marketing strategy which is based on Guerrilla Marketing.
Guerrilla
marketing warfare strategies are a type of marketing warfare strategy designed
(https://www.facebook.com/sharer/sharer.php?u=www.ukessays.com/essays/marketing/marketing-strateg
tobazaar-india-marketing-essay.php)
wear-down the enemy by a long (https://plus.google.com/share?
series of minor attacks, using principles of surprise
and hit-and-run tactics. Attack, retreat, hide, then do it again and again, until the
url=www.ukessays.com/essays/marketing/marketing-strategy-of-big-bazaar-india-marketing-essay.php)
competitor moves on to other markets. Guerrilla force is divided into small groups that
(https://twitter.com/intent/tweet?
selectively
attack the target at its weak points. In the world of cut throat competition,
text=MARKETING%20STRATEGY%20OF%20BIG%20BAZAAR%20INDIA&url=www.ukessays.com/essays/marketing/
corporate use extension of the same strategy in marketing. Corporate like Pepsi, Coke
strategy-of-big-bazaar-india-marketing-essay.php&via=ukessays)
(https://m.reddit.com/submit?
etc have been using the same for quite some time now and the latest entrant is our very
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own 'Future Group'- Big Bazaar, Future Bazaar, Pantaloons, e Zone are all part of this
group and they are taking on the biggies like Shoppers Stop, Lifestyle, and Tata's
Westside. In order to do the same, Future Group have come up with 3 catchy and cheeky
ad campaigns which surely do catch our eyes and surely one can't resist appreciating the
same.
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Radio Ads:This technique is used in cities like Sangli (Tier 1 / Tier 2 cities).Now-a-days, it
is replaced by advertisements on FM channels. This informs customers about all new
happenings at
Big Bazaar.
For example:
The departmental store chain Big Bazaar has launched a commercial sometime back to
promote 'The Great Exchange O er'. The commercial portrays how customers can
exchange any old and broken items (junk) and get new products at a discounted price
from Big Bazaar.
Customer can get the amazing prices for junk. The month of January and February is
generally a low-key a air in terms of customer footfalls and revenue generation.
Innovative, out of the box promotions is one of the e ective ways to draw customer
attention and shore up the revenue. Historically Exchange schemes have been used to
induce better sales; it also has a strong appeal with the Indian mindset of getting value
even for their junk, states an o cial release from Big Bazaar.
SWOT ANALYSIS:
Strengths:
Maximum number of varieties: People prefer those places where they can get the
maximum products they need and Big Bazaar provides vast range of products under
one roof helping in attracting customer and their family to shop together
and enjoy the experience.
High brand equity: Big Bazaar has created high brand equity through its promotions and
marketing it has created a di erent image for its products as the cheap and best.
Largest chain of retail marketing in India: Big Bazaar is the rst retail chain to be started
in India and is the largest and successful until now.
High capacity investment: Big Bazaar o ers 1,70,000 products and owns more than 100
retail stores all over India and has the strong nancial background as being the
subsidiary of future groups which owns the pantaloons which is one of the biggest the
industries in men's wear in India and have its work is spread all over India. Future group
is one of the leading groups in India.
Everyday new promotions and schemes of low prices and discounts: Big Bazaar always
o ers new schemes of low prices and gives discounts in products like Big Bazaar o ers
the sabse saste 3 din ( the cheapest 3 days) in which it o ers the lowest of prices than
other days.
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Facilities like online booking and delivery of goods: It is not just a chain of retail shopping
but also provides online shopping facility to the consumers.
Weaknesses:
Opportunities:
Big Bazaar can enter into production of various products due to its in depth
understanding of customers' tastes andpreferences.
Nowadays people prefer going to one big store and buy everything instead of visiting
di erent places for di erent items and waste time. So Big Bazaar can expand the
business in smaller cities as there is a lot of opportunity.
Lot of potential inthe rural market.
Threats:
High business risk involved: Big Bazaar investment is very large so it is obvious that
there is high business risk involved.
Lot of competitors: There are a lot of countries which are planning to enter the Indian
market like Wal-Mart, Carrefour and Tesco which is a big threat to Big Bazaar.
Less Parking Space: Customers are not satis ed with the parking space availability
provided by Big Bazaar. Hence it's a threat of Big Bazaar as it may loose its customers
because of less parking space availability. In holidays it will be very di cult for
customers to park their vehicle in Big Bazaar.
Unorganized retailing: Unorganized retail stores are a threat to the business of big
bazaar as now also people prefer to go to the local stores which are convenient enough
for them.
COMPARITIVE ANALYSIS:
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COMPARITIVE ANALYSIS:
BIG BAZAAR V/S VISHAL MEGA MART
Vishal Mega Mart ( FOR DETAILS REFER APPENDIX)
Fields
Big bazaar
Vishal mega mart
Price
Big Bazaar prices are very low because its adopt the low price marketing strategy.
Vishal Mega Mart prices are not low because they give whatever is market price.
Service
Big Bazaar services are not quite good as billing problem due to crowd and less parking
space.
Vishal Mega Mart does not face these kind of problems as its not overcrowded.
Ambience
Product variety
Big Bazaar has lots of variety in every category of products. In Big Bazaar people can nd
almost everything.
Vishal Mega Mart don't have so much varieties as it is smaller than Big Bazaar.
Convenience
Big Bazaar has always worked in cheap location so that it is very convenient for the
people to go to the Big Bazaar rather than going outer of the city.
Vishal Mega Mart also works in low cost loacation but it is not so much popular in
comparison of Big Bazaar as showrooms of Vishal Mega Mart are less than Big Bazaar.
Shopping experience
In Big Bazaar people can buy the maximum variety of products of every category under
one roof helping in attracting customer and their family to shop together
and enjoy the shopping experience.
Vishal Mega Mart also provides the products under one roof but there is not so much
varieties so that customers don't attract so they can not enjoy their shoppings
Product quality
The product quality is good in Big Bazaar because people can nd cheap and best things
in Big Bazaar.
The product quality is also good in Vishal Mega Mart but the prices are very high.
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RECOMMENDATIONS:
Big bazaar should keep o ers in regular intervals so that there should not be a long
term gap, because o er is the most in uencing factor which is responsible for customer
purchase decision.
Big bazaar should start emphasizing more on internet shopping along with the formal
retail shopping because a large population of the country likes to shop online in order to
save time.
Along with the di erent discounts and o ers it should pay attention towards the
students and provide some o ers for them also because half of the Indian population is
of youths and students.
It should work on its billing counters and customer service in order to solve the problem
of long queues and waiting customers.
CONCLUSION:
Big Bazaar is undoubtedly the number one retailer in India. It has built a very emotional
and cordial relationship with its customers. It is also very intending to built long-term
relationship with all its stakeholders, which is very essential for a successful business
venture. It is observed that the organization hierarchy is professional as all the
departmental Managers directly report to the store manager who in turn reports to the
Zonal Head. Big Bazaar, with 25 years of experience in the eld of weaving fabrics, is the
leading Apparels and fashion design fabric company.
There exist a healthy and positive relationship between employees and managers. The
employees accept their responsibilities wholeheartedly, accept that it is their
responsibilities to carry out a part of the activities of the company and they will be held
accountable for the quality of their work. It is found that more than 60% of employees
are of the age group of 20-35. Fromthis it reveals thatcompany is having young and
energetic workforce who are very creative, enthusiastic and also very determined to
grow in their career and in turn helping the company to grow. Working environmentis
good and also the various facilities provided helps in motivating the employees. The
company is reaching out to all the sections of the society as it is
creating a hypermarket where not only the rich people shop but also the middle and the
lower class customers come to enjoy the whole shopping experience.
Moreover the customer friendly ambiance and the organized retailing of products also
make Big Bazaar one of the successful retail industries in India.
REFRENCES:
Abhay, 2008. Big Bazaar. [Online] Available at: http://ekikrat.in/Big-Bazaar [Accessed 23
March 2011].
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