Marketing Mix Rlm Presentation New 2

8/8/2019 Marketing Mix Rlm Presentation New 2

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MARKETING MIXDoing business in india ,is not that easy,but its easy if

you have the right business-was once said by MR

KISHORE BIYANI

The company has a turnover of 360 crore in the fiscal

year of 2008(ending inn june2008)-its not any other than

BIG BAZAR


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MARKETING MIX IN BIG BAZAR

Hoes does MR BIYANI achieve such a hugeturnover---lets have a view in the marketing mix of

BIG BAZAR.


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PRODUCTS

Big Bazaar offers a wide range of productS viz:

Food grocery apparels, food, farm products, furniture,child care, toys, etc. Products of all the major brands areavailable at Big Bazaar.

Also, there are many in house brands promoted by BigBazaar. Big Bazaar sold over 300,000 pairs of jeans,50,000 DVD-players and 25,000 microwave-ovens. In all,the fashion, electronics and travel segments made upabout 70% of sales. Last year, these categories made up

only about 60%.


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BRANDS AVAILABLEAPPARELS LEVIS, ALLENSOLLY,COCA-COLA,PEPSI, HUL, ITC,LG , SAMSUNG, NOKIA, SHATRANJ, KNIGHTHOOD, BUFFALO,ETERNITY, AFL, HP, MANZ, SHRISHTI etc.

(FOOTWEARS) - PUMA, CONVERSE, LOTTO, NIKE, REDTAPE,TANNYSHOES,SLOTZ,BOOTS.

KIDSWEAR- DISNEY,HAUTE N SPICE,DJ &C.

WOMENS APPARELS- - SHYLA,LEE COOPER,SHRISHTIFAMSBASIC.

KIDSTOYS- - PINK BLUE,JUNO,PALMTREE, GINI N JONNY,SACH.

Big Bazaar also promotes a number of in house brands like:DJ & C

Tasty Treat

Clean Mate

Sensei

Care Mate

KORYO.


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PRODUCTS

BIGBAZAR ALSO PRACTICES ONLINE SHOPPING


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PRICEThe tag-line is Is se sasta aur accha kahin nahi.

Value Pricing (EDLP Every Day Low pricing):

STRATEGY

Promotional Pricing: Pricing (Close to Diwali, GudiPadva, and Durga Pooja).

Differentiated Pricing : e.g. Wednesday Bazaar

Bundling:

e.g. .3 Good Day family packs at Rs 60(Price of 1 pack = Rs 22)

.5kg oil + 5kg rice + 5kg sugar for Rs 599


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PRICE TAG

FEMALEWEARS:SHRISHTI- RS499-899.

LEE COOPER-RS799

FAMSBASIC-RS 250 ONWARDS.

SHYLA-RS 349

HAUTE & SPICE-RS199-RS549

DJ&C (GEANS)-RS599-RS 799

DJ&C-RS 349-RS 599


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PRICE TAGKIDSTOYS: RS 349-549 WHILE 799 IS MRPPINK BLUE-129

KIDSWEARS:GINI N JONNY- Rs 200.

PINK N BLUE- RS250.

JUNO- RS 150-300.

SACH- Rs199.

PALM TREE- RS250.

DISNEY- RS 99

HOUSEHOLDSTUFFS:

RECRON PILLOWS- RS499.

COZY DREAMS- RS249.

JEWELLERY:

NAVRAZ RS 180-RS 230


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PRICE TAG

FOOT WEARS:

NIKY- RS1975.

BOOTS- RS749

ID- RS2000SLOTZ- RS1099

STEPWELL- RS250 ONWARDS

PLORE- RS500 ONWARDS

REDTAPE- RS1000ONWARDS

SAFARI- RS249-499.

PUMA- RS2599-RS3999.TAMMYSHOES- RS1950

CONVERSE- RS300ONWARDS.

LOTTO- RS249-RS299


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PRICE TAG

MENSWEARS:

MENZ- SHIRTS- RS 199. PANTS-RS 99-RS195.DJ N C-CARGO-RS RS 699.

SHRISHTI {ETHNIC WEARS}-RS 499.

CUT PIECE AVAILABLE OF MILLER N SCHWEIZER-RS 249.

SHATRANJ - RS250 ONWARDS.

KNIGHT HOOD PANTS RS799. SHIRTS-RS 599-RS799.BUY 2 GET 1 FREE

GOING 3- RS190.

STUDIO YX-RS599.

AFL RS200 onwards

BUFFALO RS 250 on wards.PRV CLUB-RS 699.

ETERNITY- RS 399.


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CRITICAL STRATEGY

BIG BAZAR Aims at providing quality products at

cheaper price

Mouthwatering Discount offers are there to allure

customers.

Weekly offers are also available here to accentuate footfalls n hence responsible for conversion.

Free gifts again that adds another dimension to the

store

Buy 2 get 1 free-the stereotype but a very profitable

practiceLucky draw, while that being the other reason behind

the stores huge profit margin.


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CRITICAL STRATEGY.

Lucky draw- Shop for Rs 999 and win PC,CAM,MIXER,DVD

PLAYER,CELL

BUY 2 GET 1 FREE- RS 399 & ABOVE.

CUT PIECE BUY 2 GET 1 FREE.

On shopping of Rs 2999 watch of Rs 599 comes free.

On Rs 399 , 2 tops are available.


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Place of the big Bazaar

The location which is permanent

Central location in the market

Worked on low cost location

Target the semi urban populations


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Proximity of location

Nearest to the customers

Transport facility

Coverage

Enough Walking space in the store


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PROMOTION

promotional is carried out through mass media like television,

radio, newspaper etc

Promotion can be loosely classified as "above the line" and "below

the line" promotion

BIG BAZAAR deals with BTL (below the line) promotions

Gives discounts to dealers and customers, reduced price on

products, giving coupons which can be redeemed later etc.


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BELOWTHE LINE SALES

PROMOTION

'An immediate or delayed incentive to purchase, expressed

in cash or in kind, and having only a short term or temporary

duration'.

Below the line sales promotions are short-term incentives,largely aimed at consumers.

the increasing pressure on the marketing team to achieve

communication objectives more efficiently in a limited

budget.

Big bazaar uses effective and cost efficient ways to

communicate with the target markets.


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Methods of below the line sales

promotion1. Price promotions

Price promotions are also commonly known as" price

discounting". These can be done in two ways:

(1) Discount to the normal selling price of a product

(2) More of the product at the normal price

Price promotions however can also have a negative effect by spoiling

the brand reputation or just a temporary sales boost (during the

discounts) .


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Some coupons


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3. Gift with purchase

The "gift with purchase" is a very common promotionaltechnique.

4. Point-of-sale displays.

Shopping habits are changing for the people living in

metropolitan cities. People prefer big retail outlets likeBig Bazaar to local kirana stores. Most of the decisionsof buying are taken by the virtue of point-of-sale displaysin these retail outlets


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PEOPLE

Refer to the customers, employees, management

and everybody involved in it.

It is essential for everyone to realize that thereputation of the brand that you are involved with is in

the people's hands.

Its the people responsible for growth & decline of the

company.


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People can be categorized into two division:

1.Employee = working in the organization.

2.Customer = for whom employee in employe


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Customer are biggest asset of company.

Well trained staff.

Proper appearance.

10000 working.

500 recruited every month.

Good security system.

company approach towards

people


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Distribution of people (customer)

Gender

AgeUnder 5

5192044

4564

65 and over

Demography

Occupation & financial status.

Religion


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P

ROCESS

Refers to the methods and process of providing

a service.

Refers to the systems used to assist the

organisation in delivering the service.


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What was the process that allowed you to

obtain an efficient service delivery?Eg:

Banks that send out Credit Cardsautomatically when their customers old

one has expired again require an efficient

process to identify expiry dates andrenewal.


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The goods dispatch and purchasing

area has certain salient features which

include: - Multiple counters with trolleys to

carry the items purchased.

Proper display / posters of the place

like (DAL, SOAP, etc.).

Home delivery counters also started

at many places.


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Physical Evidence

Where is the service being delivered?

Physical Evidence is the element of the

service mix which allows the consumer againto make judgments on the organisation.

Eg: If you walk into a restaurant your

expectations are of a clean, friendly

environment.

Eg: On an aircraft if you travel first class you

expect enough room to be able to lay down!


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THANK YOU

PRESENTED BY:-

1) Dipanjan Roy choudhury (09RM007)

2) Pankaj kumar (09RM008)

3) Maninder Singh (09RM009)4) Nandini Roy (09RM010)

5) Ritupon Deori (09RM011)

6) Amit Singh (09RM012)

Documents

Marketing Mix Rlm Presentation New 2