Description
It then covers Big Bazaar and its branding,marketing in India.It covers Segmentation, targeting,brand map,BrandDynamics,marketing miz and competitor analysis for Big Bazaar.
BIG BAZAAR
OVERVIEW
2
?
INTRODUCTION
? Indian
Retail Industry ? HyperMarts
?
BRAND ANALYSIS
? Brand
Strategy ? Brand Map ? Brand Dynamics
?
? ?
MARKETING MIX COMPETITOR ANALYSIS RECOMMENDATIONS
INTRODUCTION
INDIAN RETAIL SECTOR
4
?
?
?
?
?
Indian retail sector rated the fifth largest and most attractive emerging retail market Retail Industry accounts for 10% of GDP and 8% of employment. Estimated to grow from US $350 billion in 2007 to US$ 450 billion in 2010. Organized retail is only 5% of the Retail sector; rest being Unorganized viz. „Kirana?, „mandi?, etc Growing income, changing lifestyle and favorable demographics are adding to the growth of Organized Retail
RETAIL FORMATS IN INDIA
5
HYPERMARTS
6
?
?
? ?
?
Offer consumers the most extensive merchandise mix, product and brand choices under one roof. With wide range of products and competitive prices these marts encourage bulk purchases. One of the most successful retail format in India Biggest crowd pullers due to the fact that regular repeat purchases are a norm at such outlets. Also creates superior value for money advantage for the customers.
COMPANY PROFILE
7 ?
Pantaloon Retail (India) Limited is India?s Leading Retailer, Operates multiple retail formats in both the value and lifestyle segment Since 1999, the retail business has grown from 0.01 mn sft to ~10 mn sft, CAGR of 76%. Sales and profits have grown at a CAGR of 54% and 55% respectively Network present in 72 cities and 66 rural locations and dominates over 10 million square feet at present.
?
?
?
PORTFOLIO
8 ?
Leading formats include: Pantaloons, Big Bazaar, Food Bazaar, Central, Home Town, and E-Zone
Major Focus on Big Bazaar
BIG BAZAAR
9
?
?
? ?
?
This chain of hypermarkets , introduced in India in 2001 , now has 116 outlets across the country. Big Bazaar is based on 3-C theory of Kishore Biyani. The 3-C symbolize Change, Confidence & Consumption. Provides the best products at the best price. Reflect the look and feel of Indian bazaars at their modern outlets. Often referred to as the Indian Version of the US based retail chain Wal-Mart.
BRAND ANALYSIS
BRAND STRATEGY
11
Segmentation: They divided Indian consumer in three categories:? ? ?
India One- Elite class with high disposable income India Two- Middle class customers India Three- Struggling class with very low incomes.
Targeting : India One and Two Key Insights from the Target Group: ? Saving is the key driver for the consumers. ? Indian consumers feel comfortable in crowds. ? “It?s only human to want more” - Shopping ka mazaa tabhi aata hain jab milti hai dher saari cheezein, bahut si variety. ? Indian consumers are more family oriented. ? Shopping is a source of entertainment, as they come in groups. ? Indian-ness is not Swadesi, its doing things in Indian ways. ? Store staff should not look more sophisticated than the customers. ? A person had to hear about an offer thrice, before he actually makes a decision to buy.
BRAND MAP
12 Should not be very sophisticated but rather replicate the Indian Bazaar in their modern outlet.
Brand Identifier The Logo & Slogan “Isse sasta aur accha kahin Nahin”
Essence The happiness of getting more
Variety/good quality
Differentiator
Brand Personality Exciting, active, unpredictable, refreshing The emotional high of getting a great bargain every time you shop
Brand Benefits Functional: Quality products at the best possible (VFM) prices Emotional: The happiness of having got the best deal
Establish stores at the heart of the city for easy accessibility and high visibility.
Create top of the mind recall with strong promotional strategy.
BRAND DYNAMICS
13
MARKETING MIX
PRODUCT
15
?
Products under various categories like Apparels, Food, Farm produce, Chill Station, Furniture, Home & Personal Care, Electronics, Child Care & Toys, Jewellery, and Other Services. Maximum variety and Brand options under Category. each
?
?
In House Brands available in various categories like
?
Tasty Treat in Food
?
? ?
Fresh n Pure in Dairy Products
Care Mate and Clean Mate in Personal Care DJ&C , Shyla, Shatranj, Ruff & Tuff in Apparels.
PRICE
16 ?
Prices in line with the Brand Slogan “Isse sasta aur accha aur kahin nahi” Pricing objective is to get “Maximum Market Share”. The different followed are :
?
?
?
techniques for pricing
Value Pricing (EDLP - Every Day Low Pricing) Promotional Pricing Psychological Pricing Special Event Pricing Low Interest Pricing
?
? ?
Differentiated Pricing Or Time Pricing Bundling
Time Pricing
Low Interest Financing
17
Bundling
Psychological Pricing
PROMOTION
18 ?
To encourage Bulk purchase
?
?
Point-of-Purchase Promotions
Exciting Schemes like
? ?
Wednesday baazar Saal ke sabse saste 3 din
?
?
Junk Swap Offer
„Faida? Zone
? ?
Guerilla Marketing. Advertisements in print media, TV, Radio (FM) and road-side billboards. Brand Endorsement by M. S. Dhoni
?
19
20
?
Place
?
Present in all major cities.
?
?
Located in the heart of the city so that easily accessible
Not located in very expansive malls avoiding high rentals.
?
People
?
Well-trained staff .
?
Well-dressed staff but without a tie and coat.
?
Process
?
Multiple payment counters and trolleys to carry the items purchased.
?
?
Home delivery counters also started at many places.
Proper display of schemes and discounts to help customers
?
Physical Evidence
?
This includes the current system and available facilities.
COMPETITOR ANALYSIS
UNORGANIZED RETAIL & ORGANIZED RETAIL
UNORGANIZED RETAIL
22
?
? ?
?
?
?
?
Forms the backbone of the Indian Retail with over a share of 95%. Is highly popular in small Towns and Cities. Present in the form of small stores called “Kirana Shops”. Dominates in the Food, Grocery and the allied product sector. Offers very less variety as compared to the Hyper mart The shops are cluttered and provide no shopping experience to the customers. Offers credit on the purchase and also offers convenience billing to the regular customers.
ORGANIZED RETAIL
VALUE RETAIL FORMAT
23
Key Players
?
About It
?
Comparison
?
Reliance Retail- “Reliance Mart”
Launched in jul 2007 , with major concentration in the Western India. Has strategic patnership with many foreingn players like marks and spencers, Hamleys under various product category.
Has a much more regional focus with very less country level activities in promotions. Links up directly with farmers (door step sourcing) for it?s agri and Dairy segments .
?
Aditya Birla Retail”More. Megastore”
? ?
Launched in March 2008. Currently 5 stores. Aggressive expansion plans in the Northern India.
?
Does not offer much options in the electronics section, No private labels available, Less variety in various categories.
?
RPG Group- “Spencers Hyper”
?
Launched in June 2008, the stores are present majorly in metros. At least 15000 sq feet in floor size. Holds theme based food activities in the Spencer?s Chef Corner with master chefs showing you how to prepare exotic dishes, Modern Menu – our in-store food court, wine or cheese tasting sessions
?
Caters to much more modern and elite consumer. Conducts a lot more in store activities like Fashion Shows , Food Festivals etc. Present only in tier 1 cities.
ORGANIZED RETAIL
VALUE RETAIL FORMAT
24
Key Players
?
About It
?
Comparison
?
Tata(Trent)- Star Bazaar
Launched in 2004. Stores in three cities. The company will focus only on metros for expansion .Tying up with Tesco Cash & carry for expansion.
Has a regional focus with stocking in the store accordingly. Product mix is not that wide.
?
Vishal Mega Mart
?
Started in 1986 has 180 stores across, 100 cities. Has both stand alone stores and shops in Shopping outlets.
?
Stores are less spacious. Product Mix is not very huge. Apart from apparels not many private labels in other categories.
?
Saravana Stores
?
They are diversified Chennai based stores. They offer a huge variety in the apparel category with both private labels and other brands.
?
Strong regional focus. Apparels the main driver in the store. Has a very limited variety of products specifically in the food category.
SWOT ANALYSIS
25
STRENGTH ? High Brand Equity ? State of the art Infrastructure ? Point of purchase promotions ? Merchandise Mix ?First mover advantage.
WEAKNESS
? Does not appeal to the elite class. ? Lack of skilled staff ? Falling revenue per square feet.
OPPORTUNITIES ?Organized retail is still 5% of the total retail industry. ?Evolving Consumer Behaviour and changing lifestyles. ?In-house brands /private labels
THREATS ?Unorganized Retailers ?Global Players ?Existing Retailers
RECOMMENDATIONS
RECOMMENDATIONS
27
?
Expand In House Labels in various categories as these generate higher margins. Increase efficiency by targeting existing product lines individually e.g. “Fashion at Big Bazaaar" Introduce Luxury Retailing in selected stores to cater to the elite customers Expansion in Tier II cities to gain early mover advantage Leverage Scale to gain better Bargaining power with the suppliers
?
?
?
?
References
28
?
?
?
www.pantaloon.com http://bigbazaar.futurebazaar.com/ RETAIL, December 2008, india Brand equity Foundation (“iBeF”) and Ernst & Young Pvt. Ltd.
THANK YOU!
doc_460772971.ppt
It then covers Big Bazaar and its branding,marketing in India.It covers Segmentation, targeting,brand map,BrandDynamics,marketing miz and competitor analysis for Big Bazaar.
BIG BAZAAR
OVERVIEW
2
?
INTRODUCTION
? Indian
Retail Industry ? HyperMarts
?
BRAND ANALYSIS
? Brand
Strategy ? Brand Map ? Brand Dynamics
?
? ?
MARKETING MIX COMPETITOR ANALYSIS RECOMMENDATIONS
INTRODUCTION
INDIAN RETAIL SECTOR
4
?
?
?
?
?
Indian retail sector rated the fifth largest and most attractive emerging retail market Retail Industry accounts for 10% of GDP and 8% of employment. Estimated to grow from US $350 billion in 2007 to US$ 450 billion in 2010. Organized retail is only 5% of the Retail sector; rest being Unorganized viz. „Kirana?, „mandi?, etc Growing income, changing lifestyle and favorable demographics are adding to the growth of Organized Retail
RETAIL FORMATS IN INDIA
5
HYPERMARTS
6
?
?
? ?
?
Offer consumers the most extensive merchandise mix, product and brand choices under one roof. With wide range of products and competitive prices these marts encourage bulk purchases. One of the most successful retail format in India Biggest crowd pullers due to the fact that regular repeat purchases are a norm at such outlets. Also creates superior value for money advantage for the customers.
COMPANY PROFILE
7 ?
Pantaloon Retail (India) Limited is India?s Leading Retailer, Operates multiple retail formats in both the value and lifestyle segment Since 1999, the retail business has grown from 0.01 mn sft to ~10 mn sft, CAGR of 76%. Sales and profits have grown at a CAGR of 54% and 55% respectively Network present in 72 cities and 66 rural locations and dominates over 10 million square feet at present.
?
?
?
PORTFOLIO
8 ?
Leading formats include: Pantaloons, Big Bazaar, Food Bazaar, Central, Home Town, and E-Zone
Major Focus on Big Bazaar
BIG BAZAAR
9
?
?
? ?
?
This chain of hypermarkets , introduced in India in 2001 , now has 116 outlets across the country. Big Bazaar is based on 3-C theory of Kishore Biyani. The 3-C symbolize Change, Confidence & Consumption. Provides the best products at the best price. Reflect the look and feel of Indian bazaars at their modern outlets. Often referred to as the Indian Version of the US based retail chain Wal-Mart.
BRAND ANALYSIS
BRAND STRATEGY
11
Segmentation: They divided Indian consumer in three categories:? ? ?
India One- Elite class with high disposable income India Two- Middle class customers India Three- Struggling class with very low incomes.
Targeting : India One and Two Key Insights from the Target Group: ? Saving is the key driver for the consumers. ? Indian consumers feel comfortable in crowds. ? “It?s only human to want more” - Shopping ka mazaa tabhi aata hain jab milti hai dher saari cheezein, bahut si variety. ? Indian consumers are more family oriented. ? Shopping is a source of entertainment, as they come in groups. ? Indian-ness is not Swadesi, its doing things in Indian ways. ? Store staff should not look more sophisticated than the customers. ? A person had to hear about an offer thrice, before he actually makes a decision to buy.
BRAND MAP
12 Should not be very sophisticated but rather replicate the Indian Bazaar in their modern outlet.
Brand Identifier The Logo & Slogan “Isse sasta aur accha kahin Nahin”
Essence The happiness of getting more
Variety/good quality
Differentiator
Brand Personality Exciting, active, unpredictable, refreshing The emotional high of getting a great bargain every time you shop
Brand Benefits Functional: Quality products at the best possible (VFM) prices Emotional: The happiness of having got the best deal
Establish stores at the heart of the city for easy accessibility and high visibility.
Create top of the mind recall with strong promotional strategy.
BRAND DYNAMICS
13
MARKETING MIX
PRODUCT
15
?
Products under various categories like Apparels, Food, Farm produce, Chill Station, Furniture, Home & Personal Care, Electronics, Child Care & Toys, Jewellery, and Other Services. Maximum variety and Brand options under Category. each
?
?
In House Brands available in various categories like
?
Tasty Treat in Food
?
? ?
Fresh n Pure in Dairy Products
Care Mate and Clean Mate in Personal Care DJ&C , Shyla, Shatranj, Ruff & Tuff in Apparels.
PRICE
16 ?
Prices in line with the Brand Slogan “Isse sasta aur accha aur kahin nahi” Pricing objective is to get “Maximum Market Share”. The different followed are :
?
?
?
techniques for pricing
Value Pricing (EDLP - Every Day Low Pricing) Promotional Pricing Psychological Pricing Special Event Pricing Low Interest Pricing
?
? ?
Differentiated Pricing Or Time Pricing Bundling
Time Pricing
Low Interest Financing
17
Bundling
Psychological Pricing
PROMOTION
18 ?
To encourage Bulk purchase
?
?
Point-of-Purchase Promotions
Exciting Schemes like
? ?
Wednesday baazar Saal ke sabse saste 3 din
?
?
Junk Swap Offer
„Faida? Zone
? ?
Guerilla Marketing. Advertisements in print media, TV, Radio (FM) and road-side billboards. Brand Endorsement by M. S. Dhoni
?
19
20
?
Place
?
Present in all major cities.
?
?
Located in the heart of the city so that easily accessible
Not located in very expansive malls avoiding high rentals.
?
People
?
Well-trained staff .
?
Well-dressed staff but without a tie and coat.
?
Process
?
Multiple payment counters and trolleys to carry the items purchased.
?
?
Home delivery counters also started at many places.
Proper display of schemes and discounts to help customers
?
Physical Evidence
?
This includes the current system and available facilities.
COMPETITOR ANALYSIS
UNORGANIZED RETAIL & ORGANIZED RETAIL
UNORGANIZED RETAIL
22
?
? ?
?
?
?
?
Forms the backbone of the Indian Retail with over a share of 95%. Is highly popular in small Towns and Cities. Present in the form of small stores called “Kirana Shops”. Dominates in the Food, Grocery and the allied product sector. Offers very less variety as compared to the Hyper mart The shops are cluttered and provide no shopping experience to the customers. Offers credit on the purchase and also offers convenience billing to the regular customers.
ORGANIZED RETAIL
VALUE RETAIL FORMAT
23
Key Players
?
About It
?
Comparison
?
Reliance Retail- “Reliance Mart”
Launched in jul 2007 , with major concentration in the Western India. Has strategic patnership with many foreingn players like marks and spencers, Hamleys under various product category.
Has a much more regional focus with very less country level activities in promotions. Links up directly with farmers (door step sourcing) for it?s agri and Dairy segments .
?
Aditya Birla Retail”More. Megastore”
? ?
Launched in March 2008. Currently 5 stores. Aggressive expansion plans in the Northern India.
?
Does not offer much options in the electronics section, No private labels available, Less variety in various categories.
?
RPG Group- “Spencers Hyper”
?
Launched in June 2008, the stores are present majorly in metros. At least 15000 sq feet in floor size. Holds theme based food activities in the Spencer?s Chef Corner with master chefs showing you how to prepare exotic dishes, Modern Menu – our in-store food court, wine or cheese tasting sessions
?
Caters to much more modern and elite consumer. Conducts a lot more in store activities like Fashion Shows , Food Festivals etc. Present only in tier 1 cities.
ORGANIZED RETAIL
VALUE RETAIL FORMAT
24
Key Players
?
About It
?
Comparison
?
Tata(Trent)- Star Bazaar
Launched in 2004. Stores in three cities. The company will focus only on metros for expansion .Tying up with Tesco Cash & carry for expansion.
Has a regional focus with stocking in the store accordingly. Product mix is not that wide.
?
Vishal Mega Mart
?
Started in 1986 has 180 stores across, 100 cities. Has both stand alone stores and shops in Shopping outlets.
?
Stores are less spacious. Product Mix is not very huge. Apart from apparels not many private labels in other categories.
?
Saravana Stores
?
They are diversified Chennai based stores. They offer a huge variety in the apparel category with both private labels and other brands.
?
Strong regional focus. Apparels the main driver in the store. Has a very limited variety of products specifically in the food category.
SWOT ANALYSIS
25
STRENGTH ? High Brand Equity ? State of the art Infrastructure ? Point of purchase promotions ? Merchandise Mix ?First mover advantage.
WEAKNESS
? Does not appeal to the elite class. ? Lack of skilled staff ? Falling revenue per square feet.
OPPORTUNITIES ?Organized retail is still 5% of the total retail industry. ?Evolving Consumer Behaviour and changing lifestyles. ?In-house brands /private labels
THREATS ?Unorganized Retailers ?Global Players ?Existing Retailers
RECOMMENDATIONS
RECOMMENDATIONS
27
?
Expand In House Labels in various categories as these generate higher margins. Increase efficiency by targeting existing product lines individually e.g. “Fashion at Big Bazaaar" Introduce Luxury Retailing in selected stores to cater to the elite customers Expansion in Tier II cities to gain early mover advantage Leverage Scale to gain better Bargaining power with the suppliers
?
?
?
?
References
28
?
?
?
www.pantaloon.com http://bigbazaar.futurebazaar.com/ RETAIL, December 2008, india Brand equity Foundation (“iBeF”) and Ernst & Young Pvt. Ltd.
THANK YOU!
doc_460772971.ppt