BIG BAZAARCOMPETITIVE STRATEGY IN RECESSION

BY NITESH B

INDUSTRY PROFILEThe Indian retail industry is the largest among all the industries. Retail is the sale of goods to end users, not for resale, but for use and consumption by the purchaser.

Retail industry can be classified into two broad categories – organized retail and unorganized retail.

Organized retail

Unorganized retail

COMPANY PROFILEBig Bazaar, a part of the Pantaloons Group, is a hypermarket offering a huge array of goods of good quality for all at affordable prices. Big Bazaar with over 50 outlets in different parts of India is present in both the metro cities as well as in the small towns.

Offers at Big Bazaar Wednesday Bazaar(‘Hafte Ka Sabse Sasta Din’ ) Sabse Sasta Din Maha Bachat The Great Exchange Offer

Advertising campaigns and marketing initiatives

In view of the increasing competition in the retail market, Big Bazaar has introduced certain steps to keep itself updated and continue promoting the band. New Logo-10yrs-Naye India Ka Bazaar’ Advertising initiatives

During recessionStrategies adopted by Big Bazaar at times of recession:- Everyday low pricing products(is se sasta aur aacha kahin nahin) Reducing wastes Increasing effectiveness of the stores Withdraw unprofitable products

Promotion program Discount rates Lottery system Sampling

Media promotion Company websites. Response Weekend shopping. New products

METHODLOGY Qualitive and Quantitative research methods Case study approach

Data collection Random sampling method using multiple sources such as 1. In depth interviews, 2. Printed sources like company annual reports, 3. Retail journals4. Magazines5. Internet sources

Conclusion

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