A PRESENTATION ON BIG BAZAAR

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SUBMITTED BY OMDEVSINH GOHIL (NR10032) NIRALI GOSWAMI (NR10033) BHAGIRATH JADEJA (NR10037) HARSHITA NAGDEV (NR10055) RUTVI VYAS (NR10116)

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GENERAL INFORMATION
Type Hyper market and Discount store Founded 2001 Headquaters - Jogeshwari, Mumbai Industry Retail Promoter Kishore Biyani Parent part of future group Punchline isse sasta aur achchha kahin nahi Currently 210 outlets across 80 cities Listed in Indian stock exchange

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Ad campaign info.
Brand name Future group Product Big Bazaar Agency Mudra Communications Released at In news papers and in the form of hoarding starting at Hosur road, Nr forum mall, Bangalore Type of marketing Guerilla Marketing

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ANALYSIS

This ad was targeted at its competitor West side urging them to go for their own products It is highly creative particularly in playing with words Source They used a new unknown face stating and stressing that their product is for general mass

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AD INFORMATION

Credits & Description: Company: MUDRA COMMUNICATIONS, INDIA, Mumbai Creative Director: Varun Mehta/Vinayak Nayak Copywriter: Aditya Iyengar Art Director: Ninad Gharat/Binal Parikh Illustrator: Shankar Chavan 4/21/12

ANALYSIS

The following ad says that Big Bazaar retail outlet includes everything from day to day necessities to occasional buying products It is highly creative as they have shown their diverse range of product line hidden in the picture of a music player The theme of the ad is that it gives 4/21/12 message that big bazaar is the the

AD AGENCY DETAILS
Mudra Communication

Incepted- 1980 Indias first full-fledge integrated Advertisement agency Mudra Ignite Mudra Max Mudra DDB Mudra India International Awards won 236 ( Cannes , Clio, One Show , Ad Fest, Communication Arts, New York Festival & others) National Awards won 931 ( Abby, CAG, Ad Club, 4/21/12 Showcase of India & others)

SEGMENTATION
PSYCHOGRAPHIC SEGMENTATION Lifestyle of the people in the particular zone. (Big Bazaar in the Sangli district has agricultural equipments and nine-yards saris in the stores) Interests and values. Attitude and opinions. (e.g.; the Gujratis value conscious. the Bengalis loyal to their brand. the Punjabis have high disposable income.)
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Contd.
DEMOGRAPHIC SEGMENTATION INCOME -Rich Class -Upper Middle Class* -Lower Middle Class* -Poor Class GENDER -Male -Female

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TARGETING

Targets higher and upper middle class people The large and growing young working population is the prefered customer segment Targets home makers and working women who are the primary decision 4/21/12

POSITIONING
high service High valye positio n Low price Service oriented position

High price

Price oriented position

Poor value position

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Low service

UNIQUE SELLING PROPOSITION

Saal ke sabse saste 3 din Shakti card Advertisement Future card 3% disc Brand endorsed by M.S. Dhoni Weekend discounts POP promotions
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COMPETITORS

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