Description
The focus of the document is the Brand building of “Big Bazaar” as a Brand through integrated marketing communications program. With the retail industry in India becoming more and more competitive on account of growing domestic competition and entry of foreign players in the Indian retail sector, it is imperative for Big Bazaar to build its brand effectively in the minds of Indian consumer for its survival and future growth.
SCMHRD
IMC Final Project
Submitted By: Abhishek Kamle:2008A45
10/3/2009
IMC Final Project - Abhishek Kamle 2008A45
Table of Contents
1. 2. 3. 4. 5. Background: .................................................................................................................................... 2 Purpose: .......................................................................................................................................... 3 Long term Communication Objective for Big-Bazaar ........................................................................ 3 Defining Brand Personality of Big-Bazaar ......................................................................................... 3 Brand Identity of Big-Bazaar ............................................................................................................ 4 Explanation of Element of Brand Identity ......................................................................................... 5 6. 7. 8. 9. SWOT ANALYSIS .............................................................................................................................. 6 Analysis of Target Consumer Groups and Relationships ................................................................... 7 Strategic Planning ............................................................................................................................ 7 Implementation Plan ....................................................................................................................... 9 Advertising: ..................................................................................................................................... 9 Sales Promotion ............................................................................................................................ 11 Personal Selling ............................................................................................................................. 12 Public Relation and Publicity: ......................................................................................................... 13 10. How do we ensure that communication model works to our advantage? ...................................... 13 11. Partners in the Marketing Communication Plan ............................................................................. 14 12. Evaluation of Results ..................................................................................................................... 16
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IMC Final Project - Abhishek Kamle 2008A45
1. Background:
Retail is India’s one of the largest industry accounting for over 10% of the country’s GDP (Gross Domestic Product) and around 8% of the employment. The market size of the Indian retail industry is about $ 350 billion US dollars. The retail format in India can be divided into organized and unorganized retails. The share of un-organized retail in India stands at approximately 93%.There are over 12 million retail outlets in India with 95% of the outlets having an area less than 500 sq ft. The share of organized retail in India stands at 7% amongst which the major players are Future Group, Shoppers Stop, Landmark (Life Style), Trent, Vishal Mega Mart. The largest among these retailers is the future group with overall revenues of 1.5 billion US Dollars. Big-Bazaar is a chain of hyper markets in India with more than 100 stores in operations. It is a subsidiary of Pantaloon Retail India Limited which is part of Future Group and
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IMC Final Project - Abhishek Kamle 2008A45
follows the business model of United-States based Wal-mart. It is one of the fastest growing departmental stores in India and aims at having 350 stores by the year 2010. Big Bazaar has democratized shopping in India and is much more than a hyper-market. Over 170,000 products are sold under one roof that cater to every need of the family making Big Bazaar India’s favorite shopping destination. Big Bazaar is the destination which provides products at prices lower the MRP thereby setting a new level of standard in price, convenience and quality. Big Bazaar sets out itself as a pan-Indian model that can enter into most towns in India and democratize shopping everywhere.
2. Purpose:
The focus of the document is the Brand building of “Big Bazaar” as a Brand through integrated marketing communications program. With the retail industry in India becoming more and more competitive on account of growing domestic competition and entry of foreign players in the Indian retail sector, it is imperative for Big Bazaar to build its brand effectively in the minds of Indian consumer for its survival and future growth.
3. Long term Communication Objective for Big-Bazaar
The overall long term communication objective for Big-Bazaar it influence customer to think that they will get the best and value deals for their everyday and modern
requirements at big-bazaar with all the experience of modern retailing environment at the lowest prices. An extension of this objective would be to occupy a unique and distinct brand position in the minds of the consumers such that for their every requirement, they think of big-bazaar.
4. Defining Brand Personality of Big-Bazaar
It is necessary to define brand personality of Big Bazaar because we want Brand Big Bazaar to have a unique and desired position in the minds of consumer. The formation of personality can taken place through purposeful effort of the brand owner or it can be ascribed by the consumer. We wish to create Brand Personality of Big Bazaar as that of Value Seeker and Quality provider in the minds of the consumer which attempts to
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IMC Final Project - Abhishek Kamle 2008A45
personify traditional Indian retail. It’s like an Indian bazaar or mandi or mela, the environment created by traders to give shoppers a sense of moment. Its personality is of being an entity away from fancy or pretty and being authentically "no-frills". The brand’s personality is self-explanatory by its tag-line only which is “ Is Se Sasta Aur Accha Aur Kahin Nahi”. This statement places Big Bazaar at the top of customer’s mind. It reflects that entrepreneurship and simplicity are the essence of character of Big Bazaar. To use predatory pricing is not in the personality of Big Bazaar, they never sell goods below the price they have purchased it. Big Bazaar, the "Indian Wal-Mart", is the modern Indian family's favorite store. Big Bazaar symbolizes modern retail, the business which isn’t looked up to in our country, is now in the eyes of many multi-national biggies.
5. Brand Identity of Big-Bazaar
The
Brand
Identity
Prism
of
Big-Bazaar
can
be
depicted
as
follows.
Modern Indian Retailer
No Frills
Friendly and Simple
Value & Quality Provider
Modern, Value for Money
Right Decision Maker, Value Buyer
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IMC Final Project - Abhishek Kamle 2008A45
Explanation of Element of Brand Identity
Physique: Brand Physique is a set of independent characteristics which are prominent or dominant but distinguishable. We define the brand physique of Big Bazaar as and One-stop Modern Indian Retailer with cheapest price Personality: Brand Personality is the way in which the brand speaks of its products or services shows what kind of person it would be if it were human being. This helps in aligning the product with the target customers. As already discussed in the previous section, we wish to achieve brand personality of being an entity away from fancy or pretty and being authentically "no-frills". The brand’s personality is self-explanatory by its tag-line only which is “ Is Se Sasta Aur Accha Aur Kahi nahi”. Relationship: Brand relationship defines the relationship which a brand has with its user, for the BigBazaar these characteristics are Friendly and Simplicity. Culture: Brand Culture is the set of values brand stands for often imbibing the land of its birth. The culture facets refer to the basic principles governing the brand in its outward signs like products and communication. In the context of Big-bazaar, its brand culture is represented by that of Value Seeker and Quality provider. All the products of Big Bazaar are sold at extremely good quality and at prices lower than or equal to MRP which reflects the culture of Big Bazaar as Value Seeker and Quality provider. Reflection: Another aspect of brand identity is consumer reflection. Consumers can easily define what goods of a particular brand are produced for a particular type of consumers. It reflects the consumer image. For Big-bazaar, these characteristics would be modern, Value for Money.
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IMC Final Project - Abhishek Kamle 2008A45
Self-Image: Brand is closely related to the understanding of consumer self-image that is the features with which consumers identify themselves and the very same features they would like to be reflected by the chosen good and its brand. In case of Big-Bazaar, these characteristics are Right Decision Maker, Value Buyer.
6. SWOT ANALYSIS
Strengths: High Brand Equity in evolving retail markets. State of art infrastructure of the Big-Bazaar outlets Point of Purchase promotion to increase purchases. Variety of stuff under single roof increasing customer time and available choices.. Weakness: Unable to meet store opening target till now Falling revenue per square feet Opportunities: Organized retail is just 7% of the Indian retail market. Evolving consumer preferences in recent years Threats: Competitors, global players planning to foray in the Indian market Unorganized retail market of India Government policies are not well defined in the emerging markets like India.
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IMC Final Project - Abhishek Kamle 2008A45
7. Analysis of Target Consumer Groups and Relationships
The target audience for Big Bazaar is upper middle class, middle class and lower middle class customers. This particular customer group is of very large size in the current Indian context. For big-bazaar, the large and growing young working population is the preferred consumer segment. Specifically, as Big-Bazaar as a retailing organization would like to target working women and home makers who are the prime decision makers as far as the daily needs of a household are concerned in the consumer and household products category.
8. Strategic Planning
The response hierarchy model that would be applicable to brand building exercise of Big Bazaar is as follows:
Exposure, Reception and Cognitive Response: This refers to the awareness stage in the classical AIDA (Awareness, Interest, Desire, and Action) model. In case of brand building exercise for Big Bazaar, these stages would cover generation of awareness about the brand. The exercise can be set to have a target of 70-75% of the awareness in the target group.
Attitude and Intention: Attitude and intention towards the Big Bazaar brand can be developed by catchy advertisements comparing the offerings of the brand with respect to that of other retailers. The intention could further be boosted by celebrity endorsements, partnerships.
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IMC Final Project - Abhishek Kamle 2008A45
Behavior: This is the last stage in the response hierarchy where consumer actually involves in making purchase at the store location. This needs to be influenced through the personal selling efforts in stores.
The overall communication plan for Big-Bazaar as a brand will consist of the following element of the marketing communication mix.
1. Advertising: The advantage of advertising is its ability to reach geographically dispersed buyers. The overall objective of the advertising is to generate brand awareness of the Big-Bazaar as a brand in the minds of Indian consumers and generate unique position as a brand which signifies quality, value deal and modernity. The advertising aims to convey the simplicity of the Big-
Bazaar as a brand. 2. Sales Promotion Sales promotion can take many forms like coupons, contests, premiums etc. The overall objective of Sales promotion for Big-Bazaar is to draw a stronger and quicker consumer response and short term effects like highlighting product offers. Sales promotion aims at three elements for Brand –building of Big-Bazaar which is:
3. Public Relations and Publicity The objective of Public Relations and Publicity as a marketing communication mix for Big-Bazaar as a brand is to establish good-will in the minds of the consumers. These activities will help to develop credibility in the minds of consumer for Big-bazaar as a brand and draw consumers to the Big-Bazaar stores.
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IMC Final Project - Abhishek Kamle 2008A45
4. Personal Selling The objective of personal selling is to build up buyer preference, conviction and action. It takes place as
In the context of Big-Bazaar, Personal selling would take place through the personnel within the stores which will help in helping the consumers to choose their products through an effective interaction by educating the consumer about the different brands available and their price points and help consumer make a wise purchase decision.
9. Implementation Plan
The following discusses about the implementation plan for each of the marketing communication mix elements as identified for brand building for big-Bazaar in the previous section.
Advertising:
Before designing the advertising campaign for the Big Bazaar brand, the message that needs to deliver about the brand through advertisement needs to be designed. It would involve following three elements: Style of the Message: Style of the message would be Value and Benefit Provider and attention seeker Tone of the message: The tone of the message would be positive. Message Text: “Is se sasta aur achha aur kahi nahi” – This single line statement would convey the value offered by the various offerings of the Big Bazaar. Advertising campaigns for Big-Bazaar will take place in the form of following:
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IMC Final Project - Abhishek Kamle 2008A45
Print Ads: This would take place in the form print advertisement in newspaper and everyday magazines. The advertisements would initially aim at educating the consumer about Big-Bazaar as a brand. An effective communication as has been followed by the brand is the regular newspaper print advertisement with tag line of “Is Se Sasta Aur Accha Aur Kahin Nahi” and comparison of prices of various consumer products at Big-Bazaar vis-à-vis local market prices. Big-Bazaar news paper advertisements will be presented just before the launch of any new scheme. This will create aura about the Big-Bazaar brands in the minds of consumers. TV Ads: Big-Bazaar commercials will be shown on the various channels in India. These ads will convey about the various offerings of the Big-Bazaar such as Fashion Collections and Jewellery, Home and Personal Care, Electronics, Furniture. The advertisement will focus on the variety and quality of the specific offerings and convey the core values of Big-Bazaar as a place where these products are available at the lowest available price with the environment of modern Indian retailing. The TV ads would be aired during
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prime-time hours of the channels where mostly the household members watch television. Road-side advertisements: Road side advertisement will take the form of road side billboards which would be
displayed at prime locations in the cities and towns conveying the central idea of Big-Bazaar of low prices and quality products. The bill-boards will display the catch phrases about Big-Bazaar aiming to attract the consumers. Radio Ads: The objective of radio based advertising is to inform the customers at the new happening at Big-Bazaar outlets while at the same time conveying the culture of Big Bazaar of offering the values deals for a broad range of products.
Sales Promotion
Sales promotion activities for Big-Bazaar will take place through the following forms. Coupons: In order to boost sales, various discounts coupons will be offered to buyers at Big-Bazaar such as “buy 2- get 1 free”, discount coupons on bulk purchase. Such a step would help to increase sales per consumer of the Big-Bazaar. At the same time, coupons can be printed in local newspaper ads and magazines mentioning the
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discounts that can be availed on these coupons with respect to specific purchase. This will help draw consumers to the store and initiate purchase. Contests: Contests will be hosted by Big-Bazaar with some incentive which will help to generate awareness about Big-Bazaar as a brand. The theme lines of the contest will help spread awareness about the various offerings of Big-Bazaar and best deals offered by BigBazaar thereby boosting Big-Bazaar brand. Premiums: Premiums will be offered to buyers during special occasion in the form of an offer which could be either free or at a low price that provides incentive for the buyers. It can be in the form of “Rakhi” gift during the times of Rakshabandhan or a Photo frame of Lord Ganesha during the times of Ganeshotsav etc.
Personal Selling
Personal Selling would aim at educating customer at the point of purchase and help them making a better purchase decision with respect to consumer products. This ould help to build consumer satisfaction and give consumer a feeling of having made a right decision. There are following essential elements critical to personal selling in the context of big-Bazaar. Well trained staff Motivation to employees to think out of the box and take innovative steps.
Training would be provided to the staff about the different products in the store and persuasive and communication skills in order to interact effectively with the buyers. Training would be provided to the sales person at the store evaluate buyers’ preferences for a particular product, build conviction about the brand and influence the buyer to purchase the brand. While doing this, a continuous effort would be made to
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educate the buyer of the core culture of Big-Bazaar of value deals and provide efficient customer value to the consumers.
Public Relation and Publicity:
The objective of Public Relations and Publicity as a marketing communication mix for Big-Bazaar as a brand is to establish good-will in the minds of the consumers. The various Public Relations and Publicity campaigns which will be used to build BigBazaar brand would be though the following:
1. Events:
This would involve arrangement of special events such as exhibits,
contests, competition. 2. Sponsorships: Sponsorship of national events and highly regarded causes such as AIDS awareness campaign. 3. Association with consumer products exhibitions. All these would help develop credibility about Big bazaar brands in the minds of consumers.
10. How do we ensure that communication model works to our advantage?
The central theme of Big Bazaar as a brand as already explained in the brand personality and the brand identity sections previous stand for a brand that offers goods to consumer at high quality and at prices lower than other retailer while at the same time giving Indian consumers an experience of modern retailing. All the communication mix elements will have synergy in spreading this message about the brands. Care will be taken to ensure that irrespective of the communication mix elements used, the message remains the same across all categories. As the target group of the Big-Bazaar customers include upper middle class, middle class and lower middle class, the forms of communications and the choice of words in these various communication media must be appealing to these consumer categories. Especially in the case of lower middle class, care would be taken as to not to promote
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the brand as a sophisticated one which may discourage these consumer categories from entering the stores. Also, care would be taken that all elements of brand building exercise appearing in the correct sequence with awareness followed by sales promotion followed personal selling efforts.
11. Partners in the Marketing Communication Plan
The overall brand building exercise will involve a series of partners such as Banking Institutions: Big Bazaar need to tie up with banks to come up with an affiliated credit card system, The scheme would be names as “ABC Bank Big Bazaar Credit Card”. The idea behind such a scheme would be to provide a certain level of discount to the
consumers for every purchase they make through that particular credit card. Such would work in advantage for both ABC bank and Big Bazaar. The card would help increase the number of credit cards of ABC bank in the market. The card would further strengthen the concept of value as propagated by the other elements of communication mix of Big-Bazaar. Similarly, Big Bazaar can tie up with the other banks to provide similar kind of incentive to buyers for every purchase they make on their Debit card at Big-Bazaar outlets. This step would not require consumer to go on additional credit facility. These partnerships would not only help to increase customer satisfaction in terms of value received by the m in the form of discounts they get while making purchases, but also simplify operational complexities at the store in terms of lesser time spent at the counter by the consumer, thereby eliminating long queues further adding value to the consumer.
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Celebrity Endorsements: Big – Bazaar can also take the path the celebrity endorsement in case of specialized category such as fashion, apparels in order to communicate the fashion, style and premium statements offered by Big-bazaar while retaining the essence of its tag line “Is se sasta aur accha aur kahi Nahi”. A recent example of this would be Endorsements by Mahendra Singh Dhoni – the captain of the Indian cricket team for its fashion products. The idea behind such tie up behind was to establish synergies between MS Dhoni as an aspiration for youth the same with Big-Bazaar as an aspiration for Indian s to fulfill their needs. In the category of the consumer products, celebrity such as Smriti Irani can used to depict the image of Indian Housewife whose aim is to get daily items for the household at most economical prices without any compromise on quality. Partnerships with Suppliers: A strategic partnership with the suppliers will also help in brand building of Big-Bazaar. This may take place in the form of initiating a relationship with the suppliers in the form of training to the suppliers, sharing of market data with the supplier. On the supplier side, it would require them advertise about Big-bazaar in the form of billboards of BigBazaar in their business premises, on their vans. Such steps would help to generate visibility about the brand as well help to develop greater degree of association about Big-Bazaar as a brand in the minds of the consumer. Partnerships with the Buyers: Big-Bazaar also would enter in strategic partnership with the consumers.
Implementation of such partnerships will require development of customer relationship management tools. It would involve development of customer loyalty programs. These steps would help to increase word-of-mouth publicity for Big-Bazaar brands.
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IMC Final Project - Abhishek Kamle 2008A45
12. Evaluation of Results
The evaluation of the campaign will be based on how well we reach our target market and achieve our communication objectives. First and foremost step in this would involve regular consumer surveys and market research to determine brand awareness, and brand identity of the Big-Bazaar as a brand in the minds of the consumer. This would involve analysis of the position of the brand in the minds of the consumer and comparing with the position as desired. Further to these, we will be analyzing consumer response to the various communication mix elements used in the brand building exercise.
Measuring the effectiveness of advertising mix element: This would involve analysis of how effective the advertisement were in catching the target market attention and draw interest. This can be ascertained with the help of regular recall and recognition tests about Big Bazaar and its various messages as given in the various advertisements.
Measuring the effectiveness of Sales Promotion mix element: The impact of sales promotion which is marketing communication mix can be ascertained with the help of monitoring of increase in the footfalls at the stores of the Big-Bazaar and monitoring the aggregate sale of the stores or particular item category ( apparels, food items, furniture etc.) for which the sales promotion program was launched.
Measuring the effectiveness of the Personal Selling mix element: The impact of the personal selling can be understood through regularly analyzing the time spent by the consumer with the sales person at the store and analyzing the sales data by isolating the remaining factors associated with the change in the aggregate merchandize sales.
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doc_584067685.pdf
The focus of the document is the Brand building of “Big Bazaar” as a Brand through integrated marketing communications program. With the retail industry in India becoming more and more competitive on account of growing domestic competition and entry of foreign players in the Indian retail sector, it is imperative for Big Bazaar to build its brand effectively in the minds of Indian consumer for its survival and future growth.
SCMHRD
IMC Final Project
Submitted By: Abhishek Kamle:2008A45
10/3/2009
IMC Final Project - Abhishek Kamle 2008A45
Table of Contents
1. 2. 3. 4. 5. Background: .................................................................................................................................... 2 Purpose: .......................................................................................................................................... 3 Long term Communication Objective for Big-Bazaar ........................................................................ 3 Defining Brand Personality of Big-Bazaar ......................................................................................... 3 Brand Identity of Big-Bazaar ............................................................................................................ 4 Explanation of Element of Brand Identity ......................................................................................... 5 6. 7. 8. 9. SWOT ANALYSIS .............................................................................................................................. 6 Analysis of Target Consumer Groups and Relationships ................................................................... 7 Strategic Planning ............................................................................................................................ 7 Implementation Plan ....................................................................................................................... 9 Advertising: ..................................................................................................................................... 9 Sales Promotion ............................................................................................................................ 11 Personal Selling ............................................................................................................................. 12 Public Relation and Publicity: ......................................................................................................... 13 10. How do we ensure that communication model works to our advantage? ...................................... 13 11. Partners in the Marketing Communication Plan ............................................................................. 14 12. Evaluation of Results ..................................................................................................................... 16
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IMC Final Project - Abhishek Kamle 2008A45
1. Background:
Retail is India’s one of the largest industry accounting for over 10% of the country’s GDP (Gross Domestic Product) and around 8% of the employment. The market size of the Indian retail industry is about $ 350 billion US dollars. The retail format in India can be divided into organized and unorganized retails. The share of un-organized retail in India stands at approximately 93%.There are over 12 million retail outlets in India with 95% of the outlets having an area less than 500 sq ft. The share of organized retail in India stands at 7% amongst which the major players are Future Group, Shoppers Stop, Landmark (Life Style), Trent, Vishal Mega Mart. The largest among these retailers is the future group with overall revenues of 1.5 billion US Dollars. Big-Bazaar is a chain of hyper markets in India with more than 100 stores in operations. It is a subsidiary of Pantaloon Retail India Limited which is part of Future Group and
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IMC Final Project - Abhishek Kamle 2008A45
follows the business model of United-States based Wal-mart. It is one of the fastest growing departmental stores in India and aims at having 350 stores by the year 2010. Big Bazaar has democratized shopping in India and is much more than a hyper-market. Over 170,000 products are sold under one roof that cater to every need of the family making Big Bazaar India’s favorite shopping destination. Big Bazaar is the destination which provides products at prices lower the MRP thereby setting a new level of standard in price, convenience and quality. Big Bazaar sets out itself as a pan-Indian model that can enter into most towns in India and democratize shopping everywhere.
2. Purpose:
The focus of the document is the Brand building of “Big Bazaar” as a Brand through integrated marketing communications program. With the retail industry in India becoming more and more competitive on account of growing domestic competition and entry of foreign players in the Indian retail sector, it is imperative for Big Bazaar to build its brand effectively in the minds of Indian consumer for its survival and future growth.
3. Long term Communication Objective for Big-Bazaar
The overall long term communication objective for Big-Bazaar it influence customer to think that they will get the best and value deals for their everyday and modern
requirements at big-bazaar with all the experience of modern retailing environment at the lowest prices. An extension of this objective would be to occupy a unique and distinct brand position in the minds of the consumers such that for their every requirement, they think of big-bazaar.
4. Defining Brand Personality of Big-Bazaar
It is necessary to define brand personality of Big Bazaar because we want Brand Big Bazaar to have a unique and desired position in the minds of consumer. The formation of personality can taken place through purposeful effort of the brand owner or it can be ascribed by the consumer. We wish to create Brand Personality of Big Bazaar as that of Value Seeker and Quality provider in the minds of the consumer which attempts to
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IMC Final Project - Abhishek Kamle 2008A45
personify traditional Indian retail. It’s like an Indian bazaar or mandi or mela, the environment created by traders to give shoppers a sense of moment. Its personality is of being an entity away from fancy or pretty and being authentically "no-frills". The brand’s personality is self-explanatory by its tag-line only which is “ Is Se Sasta Aur Accha Aur Kahin Nahi”. This statement places Big Bazaar at the top of customer’s mind. It reflects that entrepreneurship and simplicity are the essence of character of Big Bazaar. To use predatory pricing is not in the personality of Big Bazaar, they never sell goods below the price they have purchased it. Big Bazaar, the "Indian Wal-Mart", is the modern Indian family's favorite store. Big Bazaar symbolizes modern retail, the business which isn’t looked up to in our country, is now in the eyes of many multi-national biggies.
5. Brand Identity of Big-Bazaar
The
Brand
Identity
Prism
of
Big-Bazaar
can
be
depicted
as
follows.
Modern Indian Retailer
No Frills
Friendly and Simple
Value & Quality Provider
Modern, Value for Money
Right Decision Maker, Value Buyer
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IMC Final Project - Abhishek Kamle 2008A45
Explanation of Element of Brand Identity
Physique: Brand Physique is a set of independent characteristics which are prominent or dominant but distinguishable. We define the brand physique of Big Bazaar as and One-stop Modern Indian Retailer with cheapest price Personality: Brand Personality is the way in which the brand speaks of its products or services shows what kind of person it would be if it were human being. This helps in aligning the product with the target customers. As already discussed in the previous section, we wish to achieve brand personality of being an entity away from fancy or pretty and being authentically "no-frills". The brand’s personality is self-explanatory by its tag-line only which is “ Is Se Sasta Aur Accha Aur Kahi nahi”. Relationship: Brand relationship defines the relationship which a brand has with its user, for the BigBazaar these characteristics are Friendly and Simplicity. Culture: Brand Culture is the set of values brand stands for often imbibing the land of its birth. The culture facets refer to the basic principles governing the brand in its outward signs like products and communication. In the context of Big-bazaar, its brand culture is represented by that of Value Seeker and Quality provider. All the products of Big Bazaar are sold at extremely good quality and at prices lower than or equal to MRP which reflects the culture of Big Bazaar as Value Seeker and Quality provider. Reflection: Another aspect of brand identity is consumer reflection. Consumers can easily define what goods of a particular brand are produced for a particular type of consumers. It reflects the consumer image. For Big-bazaar, these characteristics would be modern, Value for Money.
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IMC Final Project - Abhishek Kamle 2008A45
Self-Image: Brand is closely related to the understanding of consumer self-image that is the features with which consumers identify themselves and the very same features they would like to be reflected by the chosen good and its brand. In case of Big-Bazaar, these characteristics are Right Decision Maker, Value Buyer.
6. SWOT ANALYSIS
Strengths: High Brand Equity in evolving retail markets. State of art infrastructure of the Big-Bazaar outlets Point of Purchase promotion to increase purchases. Variety of stuff under single roof increasing customer time and available choices.. Weakness: Unable to meet store opening target till now Falling revenue per square feet Opportunities: Organized retail is just 7% of the Indian retail market. Evolving consumer preferences in recent years Threats: Competitors, global players planning to foray in the Indian market Unorganized retail market of India Government policies are not well defined in the emerging markets like India.
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IMC Final Project - Abhishek Kamle 2008A45
7. Analysis of Target Consumer Groups and Relationships
The target audience for Big Bazaar is upper middle class, middle class and lower middle class customers. This particular customer group is of very large size in the current Indian context. For big-bazaar, the large and growing young working population is the preferred consumer segment. Specifically, as Big-Bazaar as a retailing organization would like to target working women and home makers who are the prime decision makers as far as the daily needs of a household are concerned in the consumer and household products category.
8. Strategic Planning
The response hierarchy model that would be applicable to brand building exercise of Big Bazaar is as follows:
Exposure, Reception and Cognitive Response: This refers to the awareness stage in the classical AIDA (Awareness, Interest, Desire, and Action) model. In case of brand building exercise for Big Bazaar, these stages would cover generation of awareness about the brand. The exercise can be set to have a target of 70-75% of the awareness in the target group.
Attitude and Intention: Attitude and intention towards the Big Bazaar brand can be developed by catchy advertisements comparing the offerings of the brand with respect to that of other retailers. The intention could further be boosted by celebrity endorsements, partnerships.
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IMC Final Project - Abhishek Kamle 2008A45
Behavior: This is the last stage in the response hierarchy where consumer actually involves in making purchase at the store location. This needs to be influenced through the personal selling efforts in stores.
The overall communication plan for Big-Bazaar as a brand will consist of the following element of the marketing communication mix.
1. Advertising: The advantage of advertising is its ability to reach geographically dispersed buyers. The overall objective of the advertising is to generate brand awareness of the Big-Bazaar as a brand in the minds of Indian consumers and generate unique position as a brand which signifies quality, value deal and modernity. The advertising aims to convey the simplicity of the Big-
Bazaar as a brand. 2. Sales Promotion Sales promotion can take many forms like coupons, contests, premiums etc. The overall objective of Sales promotion for Big-Bazaar is to draw a stronger and quicker consumer response and short term effects like highlighting product offers. Sales promotion aims at three elements for Brand –building of Big-Bazaar which is:
3. Public Relations and Publicity The objective of Public Relations and Publicity as a marketing communication mix for Big-Bazaar as a brand is to establish good-will in the minds of the consumers. These activities will help to develop credibility in the minds of consumer for Big-bazaar as a brand and draw consumers to the Big-Bazaar stores.
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IMC Final Project - Abhishek Kamle 2008A45
4. Personal Selling The objective of personal selling is to build up buyer preference, conviction and action. It takes place as
In the context of Big-Bazaar, Personal selling would take place through the personnel within the stores which will help in helping the consumers to choose their products through an effective interaction by educating the consumer about the different brands available and their price points and help consumer make a wise purchase decision.
9. Implementation Plan
The following discusses about the implementation plan for each of the marketing communication mix elements as identified for brand building for big-Bazaar in the previous section.
Advertising:
Before designing the advertising campaign for the Big Bazaar brand, the message that needs to deliver about the brand through advertisement needs to be designed. It would involve following three elements: Style of the Message: Style of the message would be Value and Benefit Provider and attention seeker Tone of the message: The tone of the message would be positive. Message Text: “Is se sasta aur achha aur kahi nahi” – This single line statement would convey the value offered by the various offerings of the Big Bazaar. Advertising campaigns for Big-Bazaar will take place in the form of following:
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Print Ads: This would take place in the form print advertisement in newspaper and everyday magazines. The advertisements would initially aim at educating the consumer about Big-Bazaar as a brand. An effective communication as has been followed by the brand is the regular newspaper print advertisement with tag line of “Is Se Sasta Aur Accha Aur Kahin Nahi” and comparison of prices of various consumer products at Big-Bazaar vis-à-vis local market prices. Big-Bazaar news paper advertisements will be presented just before the launch of any new scheme. This will create aura about the Big-Bazaar brands in the minds of consumers. TV Ads: Big-Bazaar commercials will be shown on the various channels in India. These ads will convey about the various offerings of the Big-Bazaar such as Fashion Collections and Jewellery, Home and Personal Care, Electronics, Furniture. The advertisement will focus on the variety and quality of the specific offerings and convey the core values of Big-Bazaar as a place where these products are available at the lowest available price with the environment of modern Indian retailing. The TV ads would be aired during
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prime-time hours of the channels where mostly the household members watch television. Road-side advertisements: Road side advertisement will take the form of road side billboards which would be
displayed at prime locations in the cities and towns conveying the central idea of Big-Bazaar of low prices and quality products. The bill-boards will display the catch phrases about Big-Bazaar aiming to attract the consumers. Radio Ads: The objective of radio based advertising is to inform the customers at the new happening at Big-Bazaar outlets while at the same time conveying the culture of Big Bazaar of offering the values deals for a broad range of products.
Sales Promotion
Sales promotion activities for Big-Bazaar will take place through the following forms. Coupons: In order to boost sales, various discounts coupons will be offered to buyers at Big-Bazaar such as “buy 2- get 1 free”, discount coupons on bulk purchase. Such a step would help to increase sales per consumer of the Big-Bazaar. At the same time, coupons can be printed in local newspaper ads and magazines mentioning the
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discounts that can be availed on these coupons with respect to specific purchase. This will help draw consumers to the store and initiate purchase. Contests: Contests will be hosted by Big-Bazaar with some incentive which will help to generate awareness about Big-Bazaar as a brand. The theme lines of the contest will help spread awareness about the various offerings of Big-Bazaar and best deals offered by BigBazaar thereby boosting Big-Bazaar brand. Premiums: Premiums will be offered to buyers during special occasion in the form of an offer which could be either free or at a low price that provides incentive for the buyers. It can be in the form of “Rakhi” gift during the times of Rakshabandhan or a Photo frame of Lord Ganesha during the times of Ganeshotsav etc.
Personal Selling
Personal Selling would aim at educating customer at the point of purchase and help them making a better purchase decision with respect to consumer products. This ould help to build consumer satisfaction and give consumer a feeling of having made a right decision. There are following essential elements critical to personal selling in the context of big-Bazaar. Well trained staff Motivation to employees to think out of the box and take innovative steps.
Training would be provided to the staff about the different products in the store and persuasive and communication skills in order to interact effectively with the buyers. Training would be provided to the sales person at the store evaluate buyers’ preferences for a particular product, build conviction about the brand and influence the buyer to purchase the brand. While doing this, a continuous effort would be made to
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educate the buyer of the core culture of Big-Bazaar of value deals and provide efficient customer value to the consumers.
Public Relation and Publicity:
The objective of Public Relations and Publicity as a marketing communication mix for Big-Bazaar as a brand is to establish good-will in the minds of the consumers. The various Public Relations and Publicity campaigns which will be used to build BigBazaar brand would be though the following:
1. Events:
This would involve arrangement of special events such as exhibits,
contests, competition. 2. Sponsorships: Sponsorship of national events and highly regarded causes such as AIDS awareness campaign. 3. Association with consumer products exhibitions. All these would help develop credibility about Big bazaar brands in the minds of consumers.
10. How do we ensure that communication model works to our advantage?
The central theme of Big Bazaar as a brand as already explained in the brand personality and the brand identity sections previous stand for a brand that offers goods to consumer at high quality and at prices lower than other retailer while at the same time giving Indian consumers an experience of modern retailing. All the communication mix elements will have synergy in spreading this message about the brands. Care will be taken to ensure that irrespective of the communication mix elements used, the message remains the same across all categories. As the target group of the Big-Bazaar customers include upper middle class, middle class and lower middle class, the forms of communications and the choice of words in these various communication media must be appealing to these consumer categories. Especially in the case of lower middle class, care would be taken as to not to promote
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the brand as a sophisticated one which may discourage these consumer categories from entering the stores. Also, care would be taken that all elements of brand building exercise appearing in the correct sequence with awareness followed by sales promotion followed personal selling efforts.
11. Partners in the Marketing Communication Plan
The overall brand building exercise will involve a series of partners such as Banking Institutions: Big Bazaar need to tie up with banks to come up with an affiliated credit card system, The scheme would be names as “ABC Bank Big Bazaar Credit Card”. The idea behind such a scheme would be to provide a certain level of discount to the
consumers for every purchase they make through that particular credit card. Such would work in advantage for both ABC bank and Big Bazaar. The card would help increase the number of credit cards of ABC bank in the market. The card would further strengthen the concept of value as propagated by the other elements of communication mix of Big-Bazaar. Similarly, Big Bazaar can tie up with the other banks to provide similar kind of incentive to buyers for every purchase they make on their Debit card at Big-Bazaar outlets. This step would not require consumer to go on additional credit facility. These partnerships would not only help to increase customer satisfaction in terms of value received by the m in the form of discounts they get while making purchases, but also simplify operational complexities at the store in terms of lesser time spent at the counter by the consumer, thereby eliminating long queues further adding value to the consumer.
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Celebrity Endorsements: Big – Bazaar can also take the path the celebrity endorsement in case of specialized category such as fashion, apparels in order to communicate the fashion, style and premium statements offered by Big-bazaar while retaining the essence of its tag line “Is se sasta aur accha aur kahi Nahi”. A recent example of this would be Endorsements by Mahendra Singh Dhoni – the captain of the Indian cricket team for its fashion products. The idea behind such tie up behind was to establish synergies between MS Dhoni as an aspiration for youth the same with Big-Bazaar as an aspiration for Indian s to fulfill their needs. In the category of the consumer products, celebrity such as Smriti Irani can used to depict the image of Indian Housewife whose aim is to get daily items for the household at most economical prices without any compromise on quality. Partnerships with Suppliers: A strategic partnership with the suppliers will also help in brand building of Big-Bazaar. This may take place in the form of initiating a relationship with the suppliers in the form of training to the suppliers, sharing of market data with the supplier. On the supplier side, it would require them advertise about Big-bazaar in the form of billboards of BigBazaar in their business premises, on their vans. Such steps would help to generate visibility about the brand as well help to develop greater degree of association about Big-Bazaar as a brand in the minds of the consumer. Partnerships with the Buyers: Big-Bazaar also would enter in strategic partnership with the consumers.
Implementation of such partnerships will require development of customer relationship management tools. It would involve development of customer loyalty programs. These steps would help to increase word-of-mouth publicity for Big-Bazaar brands.
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12. Evaluation of Results
The evaluation of the campaign will be based on how well we reach our target market and achieve our communication objectives. First and foremost step in this would involve regular consumer surveys and market research to determine brand awareness, and brand identity of the Big-Bazaar as a brand in the minds of the consumer. This would involve analysis of the position of the brand in the minds of the consumer and comparing with the position as desired. Further to these, we will be analyzing consumer response to the various communication mix elements used in the brand building exercise.
Measuring the effectiveness of advertising mix element: This would involve analysis of how effective the advertisement were in catching the target market attention and draw interest. This can be ascertained with the help of regular recall and recognition tests about Big Bazaar and its various messages as given in the various advertisements.
Measuring the effectiveness of Sales Promotion mix element: The impact of sales promotion which is marketing communication mix can be ascertained with the help of monitoring of increase in the footfalls at the stores of the Big-Bazaar and monitoring the aggregate sale of the stores or particular item category ( apparels, food items, furniture etc.) for which the sales promotion program was launched.
Measuring the effectiveness of the Personal Selling mix element: The impact of the personal selling can be understood through regularly analyzing the time spent by the consumer with the sales person at the store and analyzing the sales data by isolating the remaining factors associated with the change in the aggregate merchandize sales.
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