Description
The marketing of big bazaar, and segmentation and targeting strategy.
MARKETING MANGEMENT
Group-14 Group members – Abhishek , Jasdeep Singh , Narendra Bhaduria, Ravi Dubey, Avishek Thakur
Retailing
(Interface between producer and individual customer.)
Organized
? Size of Organized Retail
Unorganized
? 230000 cr in 2010
? 194% change from2009
Retail Industry
? Emerged in the US in 18th century.
? Spread world wide after 2nd world war.
Retail formats in India
? ? ? ? ? ? ? ? ? ? ?
Branded store (NIKE) Specialty store (GAP) Super market (APNA BAZAAR) Discount store(THE LOOT) Shopping malls(SHIPRA) Hyper market (BIG BAZAAR) Pantaloons(FUTURE GROUP) West side(TATA) Reliance mart(RELIANCE) Bharti wall mart Spencers
Retail players in India
BIG BAZAAR
A FUTURE GROUP flagship company
(Deliver every thing , everywhere , every time to every Indian customer in a most profitable manner)
? Founded in 2001 ? Owned by Kishore Biyani(CEO)
? 116 Outlets all over India
? Under growth stage of product life cycle
Tagline
( Is se sasta aur accha kahin nahi)
Targeting
? Growing young working population ? Working women and home makers ? Middle class and upper middle class customers
Segmentation ? Geographic - Spread all over India following regional
language and culture.
? Demographic – Something for each age group , gender
and income scale.
? Psychographic- Takes advantage of opportunities and
occasions .(Sabse shasta din , diwali electronic sale)
Product Mix
Food Bazaar
Food Farm
Fashion Bazaar
Apparels Jwallery
Electronic bazaar
Child care & toys
Home & persona care
• Staples •Spices •Tea & coffee •Ready to cook •Cold drinks etc
• Fruits •Vegetable •Dairy products •Imported fruits etc
•T-shirts •Jeans •Casual wears •Formal wears •Under garments •Sarees etc
•Beauty care •Navarra •Earrings
Television sets DTH Microwav es Mobiles Fans Iron Watches Sound systems Computer
Kids wear Toy bazaar Stationary Games Movies etc
Shampoo Washing powder Soaps Furniture Utensils Etc
Pricing
? Promotional pricing (low interest financing, EMI)* ? Bundling (Value pack , 2+1)*
? Value pricing
(Shop above 999 and get Friday movie ticket at big cinema)* (Buy electronics worth 19000 and get installation and extended warranty free )*
? Time pricing
(Get flat 20% off on Karyo electronic goods this diwali)*
? Psychological pricing
(AC for ? 1000)*
(* stands for term and conditions)
Place
? No of outlets 116. ? Located at tier -I , and tier – II cities. ? Potential high traffic areas. ? Low cost location. ? Approachable destination. ? 9000 sqr ft. to 14000 sqr ft.
Promotion
? Below line promotion .
• Coupon (shop over 750 and get coupon of ? 50)
• • • •
• • • •
Discount (20 % off on DJ & C casual wears) Money back offer (7 day money back offer)* Exchange offer (Your junk will save your money)* Word of mouth (a satisfied customer also promotes to 4 others)
Print media Hoardings TV , FM & Internet Endorsement by celebrity.
? Above line promotion
SWOT Analysis
Strength ?State of art infrastructure ?High brand equity ?Variety of stuff under single roof Opportunity ?Evolving customer preferences . Weakness ?Unable to meet store opening targets. ?Falling revenue per sqr ft.
Threats ?Competitors ?Unorganized retail ?Govt. policies
THANK YOU
doc_304256413.pptx
The marketing of big bazaar, and segmentation and targeting strategy.
MARKETING MANGEMENT
Group-14 Group members – Abhishek , Jasdeep Singh , Narendra Bhaduria, Ravi Dubey, Avishek Thakur
Retailing
(Interface between producer and individual customer.)
Organized
? Size of Organized Retail
Unorganized
? 230000 cr in 2010
? 194% change from2009
Retail Industry
? Emerged in the US in 18th century.
? Spread world wide after 2nd world war.
Retail formats in India
? ? ? ? ? ? ? ? ? ? ?
Branded store (NIKE) Specialty store (GAP) Super market (APNA BAZAAR) Discount store(THE LOOT) Shopping malls(SHIPRA) Hyper market (BIG BAZAAR) Pantaloons(FUTURE GROUP) West side(TATA) Reliance mart(RELIANCE) Bharti wall mart Spencers
Retail players in India
BIG BAZAAR
A FUTURE GROUP flagship company
(Deliver every thing , everywhere , every time to every Indian customer in a most profitable manner)
? Founded in 2001 ? Owned by Kishore Biyani(CEO)
? 116 Outlets all over India
? Under growth stage of product life cycle
Tagline
( Is se sasta aur accha kahin nahi)
Targeting
? Growing young working population ? Working women and home makers ? Middle class and upper middle class customers
Segmentation ? Geographic - Spread all over India following regional
language and culture.
? Demographic – Something for each age group , gender
and income scale.
? Psychographic- Takes advantage of opportunities and
occasions .(Sabse shasta din , diwali electronic sale)
Product Mix
Food Bazaar
Food Farm
Fashion Bazaar
Apparels Jwallery
Electronic bazaar
Child care & toys
Home & persona care
• Staples •Spices •Tea & coffee •Ready to cook •Cold drinks etc
• Fruits •Vegetable •Dairy products •Imported fruits etc
•T-shirts •Jeans •Casual wears •Formal wears •Under garments •Sarees etc
•Beauty care •Navarra •Earrings
Television sets DTH Microwav es Mobiles Fans Iron Watches Sound systems Computer
Kids wear Toy bazaar Stationary Games Movies etc
Shampoo Washing powder Soaps Furniture Utensils Etc
Pricing
? Promotional pricing (low interest financing, EMI)* ? Bundling (Value pack , 2+1)*
? Value pricing
(Shop above 999 and get Friday movie ticket at big cinema)* (Buy electronics worth 19000 and get installation and extended warranty free )*
? Time pricing
(Get flat 20% off on Karyo electronic goods this diwali)*
? Psychological pricing
(AC for ? 1000)*
(* stands for term and conditions)
Place
? No of outlets 116. ? Located at tier -I , and tier – II cities. ? Potential high traffic areas. ? Low cost location. ? Approachable destination. ? 9000 sqr ft. to 14000 sqr ft.
Promotion
? Below line promotion .
• Coupon (shop over 750 and get coupon of ? 50)
• • • •
• • • •
Discount (20 % off on DJ & C casual wears) Money back offer (7 day money back offer)* Exchange offer (Your junk will save your money)* Word of mouth (a satisfied customer also promotes to 4 others)
Print media Hoardings TV , FM & Internet Endorsement by celebrity.
? Above line promotion
SWOT Analysis
Strength ?State of art infrastructure ?High brand equity ?Variety of stuff under single roof Opportunity ?Evolving customer preferences . Weakness ?Unable to meet store opening targets. ?Falling revenue per sqr ft.
Threats ?Competitors ?Unorganized retail ?Govt. policies
THANK YOU
doc_304256413.pptx