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05/03/23 1
What's Retailing?• The term “Retailing” refers to any activity that involves a sale to an
individual customer.
• Retailing is the interface between the producer and individual consumer buying it for personal consumption.
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History – Big Bazaar• Big Bazaar was launched in September, 2001 with the opening of its
first four stores in Calcutta, Indore, Bangalore and Hyderabad.
• Big Bazaar is designed as Indian market with clusters offering a wide range of merchandise including fashion and apparels, food products, general merchandise, furniture, electronics, books, fast food and leisure and entertainment sections.
• Big Bazaar is part of Future Group, which also owns the Central Hypermarket, and is owned through a wholly owned subsidiary of Pantaloons Retail India.
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Existing Retailing format in India
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About Big Bazaar
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Customer Segmentation• Big Bazaar targets middle and upper middle class customers.
• The large and growing young working population is a preferred customer segment.
• Big Bazaar specifically targets working women and home makers who are the primary decision makers.
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Marketing Mix
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1. Product
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Product (Cont.)
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2. Place
Number of outlets – 250
Located mainly at Tier I and Tier II cities
Area – 10,000 Sq. Ft – 12,000 Sq. Ft
High street area of city.
Approachable destination.
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3. Price• Value pricing
• Promotional pricing – Low interest financing– Psychological discounting– Special event pricing
• Differentiated pricing – Time pricing
• Bundling
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Special event pricing Bundling
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4. Promotion
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Positioning
“Is se sasta aur achha kahin nahi”
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Marketing Strategy• Taking on the biggies like Shoppers Stop, Lifestyle and TATA’s Westside.
• “Keep West-aSide. Make a smart choice!”
• “Shoppers! Stop. Make a smart choice!
• “Change your Lifestyle. Make a smart choice!”05/03/23 20
Snaps @ Big Bazaar
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Snaps @ Big Bazaar
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Special Thanks:
Kartick BR (Big Bazaar, Hebbal)
Prateek Prajosh (for giving us his camera)
Stella Bhanja
Aniket Jha
Rehan Mohd.
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