Big Bazaar

Marketing Audit Report

Group 7
Melissa Nazareth – 30
Aafreen Babar – 62
Fedora Dsouza – 76
Lachish Awad – 88
Rohit Gupta – 104
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Table of Contents

Table of Contents.................................................................................................................2
Introduction .........................................................................................................................3
Project..............................................................................................................................3
About Big Bazaar.............................................................................................................3
Goals of Study......................................................................................................................5
Gathering Materials.............................................................................................................6
Primary Data: ..................................................................................................................6
Secondary Data: ..............................................................................................................6
Interviews using Audit Check List......................................................................................7
Introduction......................................................................................................................7
Why Big Bazaar...............................................................................................................7
Environment.....................................................................................................................7
Process.............................................................................................................................9
Promotion.......................................................................................................................10
Sales Promotions............................................................................................................14
People.............................................................................................................................20
Customers......................................................................................................................25
Products And Services...................................................................................................27
Place...............................................................................................................................30
Price And Cost...............................................................................................................32
Competition....................................................................................................................33
Analysis .............................................................................................................................34
SWOT Analysis.............................................................................................................34
Value Chain Analysis....................................................................................................37
PEST Analysis...............................................................................................................39
Porters 5 Forces Analysis...............................................................................................41
TOWS based on SWOT.................................................................................................42
Findings..............................................................................................................................44
Recommendations..............................................................................................................45
Conclusion ........................................................................................................................46
References..........................................................................................................................47

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INTRODUCTION

PROJECT

A comprehensive and systematic examination of Big Bazaar’s

marketing environment, strategies and marketing activities.

Determining the problem areas and opportunities and recommending a

plan of action to improve the company’s marketing performance.

ABOUT BIG BAZAAR

Big Bazaar, is the chain of retail stores of the big banner Pantaloon
Retail (India) Ltd., which in turn is a segment of Kishore Biyani,
regulated Future Group of Companies. Moreover the customer friendly
ambiance and the organized retailing of products also makes Big
Bazaar one of the successful retail companies in India. The chain was
inspired by Saravana Stores, a hugely popular shop in Chennai which
made huge profits by selling everything under the sun at prices much
less than other shops.

Big Bazaar Overview: Big Bazaar, a part of the Pantaloon Group, is a

hypermarket offering a huge array of goods of good quality for all at
affordable prices. Big Bazaar with over 50 outlets in different parts of
India, is present in both the metro cities as well as in the small towns.
Big Bazaar has no doubt made a big name in the retail industry of
India, moreover shopping here is further made a memorable
experience with the varied rates of discounts on products as well as
discount vouchers available in a variety of amounts, like INR 2000, INR

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3000, INR 4000, INR 5000 and INR 10000 on all Big Bazaar products
and accessories.

The variety of product range in Big Bazaar: This large format store
comprise of almost everything required by people from different
income groups. It varies from clothing and accessories for all genders
like men, women and children, playthings, stationary and toys,
footwear, plastics, home utility products, cosmetics, crockery, home
textiles, luggage gift items, other novelties, and also food products and
grocery. The added advantage for the customers shopping in Big
Bazaar is that there are all time discounts and promotional offers going
on in the Big Bazaar on its salable products.

The significant features of Big Bazaar: Shopping in the Big Bazaar is a

great experience as one can find almost everything under the same
roof. It has different features which caters all the needs of the
shoppers. Some of the significant features of Big Bazaar are: The Food
Bazaar or the grocery store with the department selling fruits and
vegetables There is a zone specially meant for the amusement of the
kids. Furniture Bazaar or a large section dealing with furnitures.
Electronics Bazaar or the section concerned with electronic goods and
cellular phones. [FutureBazaar.com] or the online shopping portal
which makes shopping easier as one can shop many products of Big
Bazaar at the same price from home well regulated customer care
telecalling services.

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GOALS OF STUDY

• To visit the Big Bazaar outlet in Mumbai.

• To understand the retail format of the retail store.
• To understand the different aspects of the retail store i.e. brands
stocked, promotional offers employee management etc. with the
help of an interview.
• To analyze the information with the help of different tools i.e.
PEST, TOWS, and Porters Five Force etc.
• To give recommendations for improvement.

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GATHERING MATERIALS

PRIMARY DATA:
This data has been collected with the help of Mr. H. Nair – Business
Development Manager, Big Bazaar.

SECONDARY DATA:
This has been collected from various sources.
• Brochures & Pamphlets
• Internet
• News Papers & Magazines

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INTERVIEWS USING AUDIT CHECK LIST

INTRODUCTION

Big Bazaar is a chain of retail stores, which was started in 2001 by Mr.
Kishore Biyani. Its parent company is Pantaloon Retail (India) Ltd.
which is headquartered in Jogeshwari, Mumbai. Big Bazaar, a uniquely
Indian hypermarket chain blends the look, touch and feel of Indian
bazaars with aspects of modern retail like choice, convenience and
quality. Big Bazaar is a value based retail chain which works on the
formula of Every Day Low Prices. It currently has 116 outlets
throughout the country.

WHY BIG BAZAAR

Ever since its launch in 2001, Big Bazaar has stretched its arms and
existence throughout the country. It has become the biggest brand in
value retail chains, leaving far behind its competitors.

ENVIRONMENT

What kind of an organisation is Big Bazaar?

Big Bazaar is a India’s largest retail brand owned by Future Group
which is a leading business house with multiple businesses spanning
across the consumption space.

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Are conditions surrounding your organization relatively stable

or changing?
The conditions surrounding Big Bazaar are relatively changing mostly
in every quarter.

Is Big Bazaar strongly impacted by technology, by shifts in the

economy, by leadership changes?
Yes it is strongly impacted by technology as we work on very low
margins and a wide range of products as one will definitely get the
best products at the best prices - that's what Big Bazaar guarantees.
In fact, they are trying to reduce the check out times by using hand-
held Bar-code scanners and bill generators, which will ease our
customers a lot as the queuing-tme would considerably reduce. Big
Bazaar is open to more and more innovations which will enhance its
customer’s buying experience.

How politically sensitive is it? Does it have partners or other

organizations with whom it is closely aligned?

Big Bazaar is politically sensitive as it appeals to the masses of the

country with its best price USP so it has to carefully set up and manage
its retail outlet in every city.
It is owned by Future Bazaar along with other retail brands Pantaloons,
Ezone, Home Town and its Partner is ZoomIn.

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PROCESS

Is the service delivery process simple or complex?

The service delivery of Big Bazaar is very simple.

How involved is the customer in the delivery of service?

The customer is highly involved in the delivery of service as it is daily
use products and its customer’s decision to chose as per his
requirement.

How much background knowledge is desirable for the

customer to make the best use of services?
Minimum knowledge is required as the products are not too
complicated in usage, nor is the buying process too complex.

How much training does customer require to receive services?

Customer requires training for only electronic products as the prices of
such products are higher than the daily use products, and might be
slightly complex to operate at times. Other than that, for daily staples
and FMCG products which Big Bazaar offers, no training whatsoever is
required.

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PROMOTION

Promotion: What kinds of promotion does ur organisation

provide?
Promotion is sometimes categorized as direct selling, ad, sales
promotion (incentives, discount, spl. events), publicity (PR)
Big Bazaar recognizes the need that customers need to be constantly
reminded of its USP to draw the requisite footfalls of regular
customers, as also to acquire new ones.
For this very reason it indulges heavily in Promotional and Brand
Awareness tactics.
They make use of:

• Advertising

o TV

o Print

o Radio

• Sales Promotion

o Incentives

o Discount

o Special Events

• Public Relations

o Save the Children Initiative

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How would you describe the mix of Promotional activities

which your organisation undertakes?

The Promotional activities of Big Bazaar can be majorly classified

as:

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Holistic advertising
This is done with an aim to promote the brand and create
awareness among people.

It is not done for promoting each store but only creates an image
of Big Bazaar as a low-cost shopping option.

The store has advertised through

1. TV

2. Road Shows

3. It has also started reality show-typed promotional campaign

“The Big Bazaar Challenge”

4. Promotions like “Sabse Sasta Din” are a very successful strategy

to get footfall through print, TV and Radio

5. Big Bazaar has come up with 3 catchy lines written on hoardings

taking on biggies like Westside, Shoppers stop and Lifestyle.
They are:

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I. “Keep West- aSide. Make a smart choice!”

II. “Shoppers! Stop. Make a smart choice!”

III. “Change your Lifestyle. Make a smart choice!”

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SALES PROMOTIONS

Its modus operandi is to make the customers aware of the various

discounts going on in the store.
For this very purpose, they make use of many media such as:

1. The store oriented promotion which includes speaking on the

loudspeaker in nearby blocks

2. Leaflets are given in local newspapers

3. Pamphlets distributed in areas nearby the store so also at the

entrance

4. Discount deals such as:

5. With an aim that the customer takes quick notice, Original

prices are cut down and new prices are shown

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Eg: Kissan Tomato Ketchup MRP Rs. 71 BB Price Rs. 59 only

Time Pricing

6. “ Faida Zones ” are created by them, which are high discount

areas in a store

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7. Promotion is also done through co-branded credit cards with

ICICI bank: Future card(3% discount)

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8. There are loyalty schemes which reward regular clients such

as Shakti card

9. Also, attractive gifts are provided for heavy shoppers which

include A dinner set worth Rs. 2199 with every bill worth Rs.
4000 and above.

10. Exchange Offers “Junk swap offer”

11. It has also come up with gift vouchers with an aim to

increase the sales.

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Are some products and services promoted more heavily than

others?

Yes, based on the contribution/unit and the total contribution, Big

Bazaar focuses on the promotion of Golden Harvest more heavily
also due to the fact that these are the Indicators of Price for India
where dry groceries are bought in bulk and most sought after when
available at cheap rates.These eventually become the footfall drivers.
In fact, the following information was also obtained:

• Hungry Kya contributes 60% of Food Bazaar sales. This category

includes a mix of products from a large number of FMCG
companies and wide range of imported products.

• Golden harvest includes dry groceries like rice, wheat, dal,

spices. This contributes 30% of their sales.

• Chill station includes fruits and vegetables and contributes 10%

of the sales.

Next in line priority-wise for Big Bazaar’s promotion is the

“Hungry Kya” range as this is the highest contributor.

Are some groups of clients more targeted for promotional

activity than others?

Yes, indeed there are certain groups of clients on which more

emphasis is laid including:

• The middle class and upper-middle class value conscious

customers

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• The home-maker be it a house-wife or a working women who

makes most of the purchase decisions of the household

• The large and growing working population which is convenience

minded ( this is visible from the youthful and zesty brand
ambassadors they have chosen, Asin and M.S. Dhoni, as also
their apparel collection which focuses a lot on Office-wear)

PEOPLE

In service marketing all the people who surround the delivery

of a service have an impact.

Describe the employees who interface with the client. How are
they dressed?
Retail is all about experience. It is the employees who contribute a lot
to the entire shopping experience by being helpful and approachable.
Big Bazaar boasts of:

 Well trained staff at stores to help people with their purchases

 Employs close to 10,000 people and adds around 500 more per
month.

 Well-dressed staff improves the overall appearance of store.

They are made to wear a uniform which is light orange in color,
for ease of identification and also soothing to the eye.

 They have multiple counters for payment, staff at store to keep

baggage and security guards at every gate, contributing to a
customer-friendly atmosphere.

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 The sales personnel density is high, as Big Bazaar achieves high

amount of footfalls and crowd control becomes a major issue at
times. At such times, the employees are more than willing to
assist with the humungous shopping trolleys, and also to clear
any doubts or questions in their minds.

There are certain guidelines which the employees, especially the front-
line sales people who are directly involved in interaction with
customers, have to follow such as:
· Ensure that the staff is in complete uniform, I.D. and as per the
Grooming standard (No Staff are allowed without I.D. irrespective of
Cadre)
· No mobiles, Ornaments jewelries are allowed into the store/floor
· Maintain the timings for Tea break (Time out & in) irrespective of their
Post and Position.
Checked with bill and Product Bar code without fail.
· Any deviation in above rules and regulation should be brought to the
notice of higher
Authorities/concerned person failing to do so, strict action will be
taken.

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· Smoking/Chewing Tobacco/Alcohol consumption is prohibited in the

Staff room and at the
Staff Entry.
· Keep the surrounding neat and clean.
· Do co-operate with securities during Checking/Frisking.
· Your kind co-operation will highly appreciate.

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What is the customary manner when interacting with

customers? Other customers and intermediaries may also
have an impact.
Big Bazaar has a standard operating procedure for its fleet of more
than 10000 employees to maintain an equal service standard
throughout all their stores.
These include the following “Do’s and Don’ts”:

• Be forward! Don’t be shy. Be approachable and friendly. Smile!

Smile! Smile!

• Walk right up to people, shake hands and ask them what they
do.

• Always have a pen so you can write notes to remind you about
each person you met.

• Make your work place fun and enjoyable.

• Never be offensive, under any circumstances.

• Dress in your uniform appropriately. Should be neat and pressed.

Wear comfortable shoes.

• Jewellery for men and women should be kept to minimum. A

watch, Wedding ring, earrings for women that are not dangling
and distracting.

• Smoking inside the store is not allowed strictly.

• Ensure that any work place relationship does not have a negative
effect on your work performance.

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• Do not access, or attempt to access, machines or networks that

unauthorized means – for example: unauthorized use of
Telephone, Computers, etc.

• Only business information can be stored on computer systems.

You are not permitted to store any personal data on the
computer systems including documents, spreadsheets,
databases, games or jokes.

• Do not use mobile phones while on duty.

• Make your work place clean & tidy.

• Sort according to priorities.

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CUSTOMERS

Describe the users of the products and services offered by

your organization.

• Big Bazaar is a discount store. It caters to quite a wide range of

customers.

• Big Bazaar is a great stop for family shopping.

• Working singles also shop here.

• Customers whom we cater to generally expect value for money.

• We cater to the middle class house wife who may not want to go
to a kirana but may not be able to afford something like
Spencer’s etc.

• Generally, a huge chunk of the customer base is from the

suburbs.

What are the different sub groups in your user population and
what is a rough estimate of the proportion of each
subgroup.
The sub groups could be broadly classified as:

• Families

• Working Singles

Both these sub groups constitute a fair share of the user population.

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Can you identify any groups which are more important in some
way?
As such there are no groups that are more important than the
others.

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PRODUCTS AND SERVICES

What products and services does the organization offer?

The various products offered by Big Bazaar are as follows:

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Services: Our services range from E tailing to the general customer

care etc

What are the primary products and services? how does the
organization make its offerings known?
Our customers shop across product categories. FMCGs like food,
clothes, wellness and beauty etc are categories that customers
shop for through out the year. Consumer Durables like electronics
etc may be shopped for during festivals or as seasonal purchases.

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We make our offerings known on our site. Apart from that we have
pamphlets etc that we may distribute to our customers. We
advertise our offerings in relevant magazines etc too.

To what extent are these products/services standardized to

meet customer needs?

We conduct our researches and surveys. We know our customer base

very well. We stock products that our customers expect to find under
our roof. FMCGS are basic products. For example a regular house wife
may want to pick a normal cup of curd (any brand) in contrast to
something like a pro biotic curd. So we have an idea of how we should
go about our stocking etc. As far as consumer durables are concerned,
for instance mobile phones, we know our customer income range. We
will stock only mobiles which our customers would be willing to
purchase and have the ability to purchase. We also have our in house
brands for clothes etc. This makes it easier for us to suit our customer
preferences.

Are the products/services branded in any way?

We stock variety of brands across product categories. We have our in

house brands too for clothes etc. The brand, logo etc speak for
themselves. Customers have developed brand loyalty for some brand
in some product categories. Some product categories may not have
brand loyalty owing to the kind of product they are. But both outside
brands and our in house brands are performing well and suit our
customer preferences.

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PLACE

Do clients come to one central location for service or are there

different outlet locations? Do clients come in person to
the organisation (if so, what distance do they travel) and
how do they come (by car, on foot, public transport)? Or
are some services delivered directly to the client at their
home or place of employment?

Big Bazaar has a number of outlets in India, in Mumbai itself the outlets
are present at a number of locations. Clients do come to the outlets in
person, usually traveling distances ranging from a km to 10. For
example consider the outlet in Phoenix mills, there are customers
coming from different parts of the city near and far. Depending on the
distances to be covered customers choose different modes of travel
like on foot or using public transport. As Big Bazaar has also made
efforts in having a huge parking space, a number of customers opt for
using their private vehicles. Services such as Home Delivery are
offered to the customers unless during the Mega sale when Home
Delivery services are not offered.

Is there an Internet presence and if so, what level of

interactivity is afforded through this channel? Do the
products and services pass through an intermediary?

In order to overcome location disadvantage Big Bazaar makes use of

internet. It has launched a merchandise retailing website
www.futurebazaar.com which targets high-end customers using Credit
Cards as well as customers using Debit Cards of major banks in Idia. In

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this way Big Bazaar has made headway into a potentially high-yielding
sector of online trade. The use of Internet has put them in a profitable
position because there is minimal expense of maintaining a website
compared to maintaining a store.
Besides Big Bazaar also gives a guarantee of delivery in 7 days after
the online purchase request. And also a return policy if the goods are
damaged or the customer is not satisfied.

Can they be delivered through the direct channel? Often an

organisation will have a mix of delivery systems and
policies for different services. Describe the situation as
the best you can.
Big Bazaar normally sources its products directly from the company, in
doing so it eliminates the cost incurred due to the middle men.
Although in some cases companies do have a dedicated supplier, in
such cases Big Bazaar sources it from the intermediaries, but at the
same time they also bargain for a good price so that the benefit the
customers.

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PRICE AND COST

Are products and services offered for a monetary price? If so,

how flexible are the terms?

Yes, the products are offered for a monetary price.

Are there discounts or allowances?

Big Bazaar in tie up with ICICI Bank offers its customers Credit Cards,
the customers holding these cards are offered a discount of 3%. As
well as have an option of EMI in cases of big purchases.
Besides this they also have regular offers on products like 25% off on a
particular item, or offering 1 on 1 for certain items.

Do all customers pay the same amount?

Yes, all customers pay the same amount, except for those holding the
Big Bazaar Card.

If products and services are not offered for a monetary price,

what is the cost to the client to avail him/herself of the
organisations’ offerings? Consider both actual cost in
terms of time and energy and also psychological costs.

Time and energy are huge costs to big retail stores like the Big Bazaar,
which mainly try to offer its customers products at a low price. A lot of
time and energy is spent in getting the best deals from the
manufacturers and on negotiating certain terms and conditions.

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COMPETITION

Who or what might be considered a competitor to your

organisation?
There are a number of retail stores the follow the discount formats like
Big Bazaar. Star Bazaar is one the direct competitors, as well as stores
like DMart, Spencers, More and HyperCity, in the Mumbai region.
As a latest instance Star Bazaar coincided its sale period with the Big
Bazaars sale during Independence Day and offered certain products at
prices lower than those offered by Big Bazaar

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ANALYSIS

SWOT ANALYSIS

Strengths:

• High brand equity enjoyed by Big Bazaar

• State of the art infrastructure

• A vast variety of stuff available under one roof

• Everyday low prices, which attract customers

• Maximum percent of footfalls converted in sales

• Huge investment capacity

• Biggest value retail chain in India

• It offers a family shopping experience, where entire family can

visit together.

• Available facilities such as online booking and delivery of goods

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Weakness:

• Unable to meet store opening targets on time

• Falling revenue per sq ft

• General perception: ‘Low price = Low quality’

• Overcrowded during offers

• Long lines at billing counters which are time consuming

• Limited only to value offering low price products. A no of branded

products are still missing from Big Bazaar’s line of products. E.g.
Jockey, Van heusen,

Opportunity:

• A lot of scope in Indian organized retail as it stands at

approximately 4%.

• Increasing mall culture in India.

• More people these days prefer to visit big stores where they can
find large variety under one roof

Threats:

• Competition from other value retail chains such as Shop rite,

Reliance (Fresh and trends), Hypercity and D mart.

• Unorganized retail also appears to be a threat to Big Bazaar’s

business. A large population still prefers to visit local convenient
stores for daily purchases

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• Changing Government policies

• International players looking to foray India

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VALUE CHAIN ANALYSIS

Primary Activities

Inbound Logistics:
• Warehousing of raw materials, Distribution

Operations:

• Packaging and Distribution

Outbound Logistics:

• Warehousing and distribution of finished products in stores

Marketing and Sales:

• Advertising

• Making Sales

Service:
• Customer Service

• Entertaining complaints and grievances from customers

Support Activities

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Procurement:

• Procuring raw materials from manufacturers

• Procuring finished products of other brands

HRM:

• Intensive training programmes for employees

Technology Management:

• RFID to track the movement of products in and out of the store

• Computerised Billing and record maintaining of products sold and

stored

Infrastructure:

• Store area

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PEST ANALYSIS

Political and Legal Factors:

• A stable government at the centre will facilitate speedy
economic recovery and create an encouraging investment
climate
• Problems of getting subsidy from Octrai and on different taxes
like land, water taxes
• Problems of taking over properties and real estate

Economical:
• India, one of the fastest growing economies(6-6.5% GDP growth
rate)
• Retail Industry to grow to 300 billion by 2010
• Increase in the percentage contribution of the service sector to
GDP
• Increase in the investment on IT with focus on cost minimization

Socio-Cultural Factors:
• Increase in Nuclear families
• People prefer to shop in local stores with the reasonable prices
• Increase in working women’s proposition
• Life style changes
• Shift in Product and service preferences
• Increase in Young population

Technological:

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• Technological development for fast billing and the service

• Better applications of information technology in the modern
retail industry, like in supply chain management, store
management, point of sale and customer relationship
management

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PORTERS 5 FORCES ANALYSIS

Competitive Rivalry:
• Competition from organized retail chains like Reliance Retail,
More , Spencers, D Mart, Vishal Mega Mart and Hyper City
• The competing firms can quickly adjust prices and make their
prices lower than what Big Bazaar may offer

Threat of New Entrants:

• Domestic conglomerates looking to start retail chains
• International players looking to enter India’s organized retail
industry

Threat of substitutes:
• Presence of other organized retail players which offer similar
services

Bargaining Power of Suppliers:

• Moderate: As Big Bazaar buys in huge volumes, it tends to get
better prices from the suppliers

Bargaining Power of Buyers:

• Availability of more choice to consumers
• Consumers are very price sensitive

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TOWS BASED ON SWOT

Strengths:
• Quality products at low prices (S1)

• Store Accessibility(S2)

• Wide Product Range (S3)

Weaknesses:

• Targets higher middle class segment i.e. there are unexplored

population segments (W1)

Opportunities:
• Unexplored segments (O1)

Threats:
• Competition from other local organized retailers (T1)

SO (Maxi Maxi)
• Big Bazaar offers quality products at lower prices and hence they
could adopt the rapid penetration strategy thus entering and
capturing the untapped segments/markets. (S1O1)

• Big Bazaar could deepen pockets in these segments/ markets

due to their store accessibility i.e. their many outlets well located
all over the country. (S2O1)

ST (Maxi Mini)

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• Big Bazaar offers wide product range- consumer durables,

FMCGs, apparels, food and beverages etc. This can help it stave
off competition in that it could offer consumers goods which its
competitors may not be offering. It could conduct a research i.e.
a gap analysis with regards to what customers want/need and
what brands Big Bazaar already stores. They could bridge the
gap using in house brands, product line stretching or widening
product line further. (S3T1)

WO (Mini Maxi)

• There is a huge untapped market. Big Bazaar could try market

diversification. It could conduct a research on the city/town that
it wants to enter into and then enter the market. Also, Big Bazaar
could start some initiative for the rural market which is a
potential warehouse. (W1O1)

WT (Mini Mini)

• There is competition from other organized retailers. If Big Bazaar

expands into the huge untapped market they could face
competition by increasing revenue and volumes. Also the brand
could increase its store outlets further, by being present in more
market segments, thus being top of mind recall. (W1T1)

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FINDINGS

• High competition, and that too highly impactful as the competing

firms can quickly adjust prices and make their prices lower than
what Big Bazaar may offer. (Ref: Porter’s 5 Forces)

• International players looking to enter India’s organized retail

industry. (Ref: Porter’s 5 Forces)

• Targets middle class segment i.e. there are unexplored

population segments (Ref: TOWS Analysis)

• General perception: ‘Low price = Low quality’ (Ref: TOWS

Analysis)

• Increasing mall culture in India as more people these days prefer

to visit big stores where they can find large variety under one
roof. (Ref: TOWS Analysis)

• No elite products- designer wear (apparel), high end mobiles

(consumer durables), wines (food) etc. (Ref: TOWS Analysis)

• Life style changes leading to a shift in shoping mindset, and

consumers being more convenience minded. (Ref: PEST Analysis)

• Shift in Product and service preferences (Ref: PEST Analysis)

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RECOMMENDATIONS

• Exploration of unexplored segments by

o Good quality, low prices
o Better range of products
o Enhance brand equity

• Diversification to explore unchartered territories

o Hardware Bazaar, Kaanch Bazaar
o Good brand equity
o Stave of competition

• Enhancement of shopping experience

o To get more footfalls, by finding newer avenues of keeping
the customers engaged
o By having a play zone for kids (where parents can leave
their kids and shop tension-free)
o Having theme-festivals like Rajasthan Month, Goan
Carnival Month etc

• Introduction of range of elite product lines

o Quality, high end brands, relatively less expensive
o For high end customers, who are currently not being
catered to
o Can highlight the Future Group Association to gain higher
brand equity

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CONCLUSION

Big Bazaar turned the tide for organized retail in India. When other
retail biggies were going in the reds, and registering enormous losses,
came Big Bazaar with a modest beginning, and changed the scene in
India.
The success story of Big Bazaar is worth learning from.
It highlights the following key success “Mantras”:

1. It is of utmost importance to understand what the customer

really wants.

2. Altering the product offering to the consumers local preferences.

3. Highlighting the values/ benefits which are unique to your firm.

4. Quality should not be compromised with, at any cost.

5. Focus on People, they maketh the organization.

6. Develop a strong brand image and equity in minds of the

consumer and get their top of mind recall.

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REFERENCES

Book references:

Retail Management – Levy Weitz

It Happened in India – Kishore Biyani

Winning in the Indian Market - Rama Bijapurkar

We are like that only - Rama Bijapurkar

The Indian Retales - V Rajesh

Web References:

http://pantaloon.futurebazaar.com/indexPantaloon.jsp

http://bigbazaar.futurebazaar.com/indexBigBazaar.jsp

www.rai.net.in

Special inputs by:

Mr. H. Nair – Business Development Manager, Big Bazaar

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