Brand Strategy Assignment- I (Aditi Chauhan & Sadaf Mir)

8/14/2019 Brand Strategy Assignment- I (Aditi Chauhan & Sadaf Mir)

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Brand Strategy Assignment- I

Submitted by:

Aditi Chauhan- 90

Sadaf Mir- 226


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Sector: RETAIL


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Retail Industry- Case study.

Traditionally retailing in India can be traced to :

The emergence of the neighborhood Kirana stores catering to the convenience of the consumers

Era of government support for rural retail: Indigenous franchise model of store chains run by Khadi& Village Industries Commission 1980s experienced slow change as India began to open upeconomy.

Textiles sector with companies like Bombay Dyeing, Raymond's, S Kumar's and Grasim first sawthe emergence of retail chains.

Later Titan successfully created an organized retailing concept and established a series ofshowrooms for its premium watches .

The latter half of the 1990s saw a fresh wave of entrants with a shift from Manufactures to PureRetailers. For e.g. Food World, Subhiksha and Nilgiris in food and FMCG; Planet M and MusicWorld in music; Crossword and Fountainhead in books.


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Post 1995 onwards saw an emergence of shopping centers, mainly in urban areas,with facilities like car parking targeted to provide a complete destinationexperience for all segments of society.

Emergence of hyper and super markets trying to provide customer with 3 Vs -Value, Variety and Volume.

Expanding target consumer segment: The Sachet revolution - example of reaching

to the bottom of the pyramid.

At year end of 2000 the size of the Indian organized retail industry is estimated atRs. 13,000 crore


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Retailing formats in India

Malls

The largest form of organized retailing today. Located mainly in metro cities, in proximityto urban outskirts. Ranges from 60,000 sq ft to 7,00,000 sq ft and above. They lend an idealshopping experience with an amalgamation of product, service and entertainment, all undera common roof.Examples include Shoppers Stop, Piramyd, Pantaloon.

Specialty Stores

Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword,

RPG's Music World and the Times Group's music chain Planet M, are focusing on

specific market segments and have established themselves strongly in their sectors.

Discount Stores

As the name suggests, discount stores or factory outlets, offer discounts on the MRP

through selling in bulk reaching economies of scale or excess stock left over at the

season. The product category can range from a variety of perishable/ non perishable

goods

MBOs

Multi Brand outlets, also known as Category Killers, offer several brands across a single

productcategory. These usually do well in busy market places and Metros.


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Department Stores

Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer needs. Furtherclassified into localized departments such as clothing, toys, home, groceries, etc.

Departmental Stores are expected to take over the apparel business from exclusive brand showrooms.

Among these, the biggest success is K Raheja's Shoppers Stop, which started in Mumbai and now hasmore than seven large stores (over 30,000 sq. ft) across India and even has its own in store brand forclothes called Stop!.

Hypermarts/Supermarkets

Large self service outlets, catering to varied shopper needs are termed as Supermarkets.These are located in or near residential high streets. These stores contribute to 30% of all

food & grocery organized retail sales. Super Markets can further be classified in to mini

supermarkets typically 1,000 sq ft to 2,000 sq ft and large supermarkets ranging from of

3,500 sq ft to 5,000 sq ft. having a strong focus on food & grocery and personal sales.

Convenience Stores

These are relatively small stores 400-2,000 sq. feet located near residential areas. They

stock a limited range of high-turnover convenience products and are usually open for

extended periods during the day, seven days a week. Prices are slightly higher due to the

convenience premium.


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Reason:It created a revolution in Indian Retail Industry and took allthe smaller players by the storm. After its strong hold for the past several

years, Big Bazaar today is struggling with its sales and there are more and

more retail outlets in the market today.

Brand Chosen: Big Bazaar

Task:Launching a new Online shoppingservice by Big Bazaar


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Methodology Followed:

Step 1: Introduction about Big Bazaar.

Step 2: Collection of Advertisements.

Step 3: Analysis of the Brand.

Step 4: Idea.


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1. Introduction: Big Bazaar

About Big Bazaar HypermarketChain of Departmental Stores

Outlet 100 outlets in IndiaLocated in 70 Cities

Parent group Pantaloon Retail Group (PRIL)Subsidary of Future Group

Owner Kishore Biyani

Founded 2001

Headquarter Jogeshwari, Mumbai

Industry Retail

Website www.bigbazar.com

Tag Line is se sasta aur achha kahin nahi


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Products

Apparels

Food

Chill StationFurniture

Other

Services

Fashion and

Jewellery

Electronics

Home and

Personal

Care

Child Care

and Toys

Farm

Products


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Best pricing throughout the year.

A choice of more than 20,000 products

Delivery across more than 1500 cities and towns in India covering around 16,000 pin

codes

Fast deliveries tie ups with world leaders in logistics & transportation services

A dedicated Customer Care helpline for any queries

Always offering Manufacturers guarantee as opposed to Sellers guarantee, which

most of the other online shopping sites offers Is Se Sasta Aur Accha Kahin Nahi

Talks of Quality and Cost

Special emphasis on apparels and life style products

Providing interesting discounts


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2. Advertisements:


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3. Analysis of the Brand

Big Bazaar revolutionized organized retail industry in India & was a huge successfrom the time of its entry.

But off late, they have been facing a lot of problems financially. They are unable tobear the huge costs of the rents as they have huge spaces in prime locations in all tier1,2 cities along with the salary of the employees.

When they entered the market, they were the only Organized retailers in the Mallformat. But eventually, there have been MANY new entrants and most of them frombig houses like Reliance (Fresh), Aditya Birla Gp (More), Spencer, Raheja(Hypercity), etc. Also, Big Bazaar is competing with the unorganized retail sectorin India viz. Kirana Stores who have also tightened their socks.

Hence, Big Bazaar is facing a massive hit on sales and profits because their USP isAccha aur Sasta maal.


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4. Big Idea!

Concept: Ghar Baithe Baithe uthao Big Bazaar ke offers ka anand!

ie Online ordering & recieveing delievery at home!


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Problems

People can come to Big Bazaar only

on Holidays are post work in the

evening.

They have to stand in the huge lines

for payment of their bill.

Status issue!

Distance from their house- because

of which they end up buying from the

kirana next door.


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Solution

A brand new website for online sales of the goods.Offers or Schemes are updated every one minute.

People can add all that they want to their basket and place the order.

Only registered members can access this facility.Registered members are those who shop regularly at Big Bazaar and have the Big Bazaarcards already.

The goods will be delivered to them at their residence in 2 hours time max.

The website will allow the members to comment or suggest any requirement.

Any new customer who wants to be a member will have to deposit a refundable 500 rupees.

This will make Grocery shopping very easy.

This is more like a Home delivery system, but noone will be required to attend calls or place calls. One can directly order online withouthaving to pay.

Only those orders will be accepted who have given their address proof while registering for the process. This will help avoid the hoax calls.


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But..

Big Bazaar offers so much more than grocery- Food, Furniture, Electronicappliances, etc.

Solution:

The website will have the details of latest offers on all goods in Big Bazaar.

Customers can hold the goods they like for 2 days during which time thye can visitthe outlet and decide for themselves. When a customer holds a good, that will notbe sold to anyone else for the next 2 days.

A single customer can hold 3 goods at a time of max worth 10,000 Rupees.

This will give them a reason to visit the outlet and even if they dont buy the goodthey came for, they might end up picking something else!


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Result:

With people getting busier by the day itll

be an EASY & CONVENIENT option to

shop online.

Will lead to an increased revenue for the

stores.

Increase in customer base across

segments.


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Thanks

Documents

Brand Strategy Assignment- I (Aditi Chauhan & Sadaf Mir)