Bathinda Up-coming Big Bazaar

Surinder Jain

MBA-1st Year

Chitkara University

AGENDA

1. Introduction to Industry

2. Introduction to Company

3. Competitors

4. SWOT Analysis

5. Projects Undertaken

6. Methodology

7. Findings

8. Learning

9. Recommendations

The term “Retailing” refers to any activity that involves a sale to an individual customer.

Retailing is the interface between the producer and the individual consumer buying for personal consumption.

What is Retailing

Size of Indian Retail

Size 2008 2010 Percentage Change

Estimated size of retail in India (in $bn) 353 416 18

Share of organized retail (%) in India 7 12 71

Size of organized retail in India (in Rs) 78,300 Cr 2,30,000 Cr 194

Source: http://www.indiaretailing.com/india-retail-report.asp

Kuber complex

Varanasi

Introduction to Big Bazaar

About Big Bazaar Hyper mart Chain of development store in India

Out let 132 out letsLocated in India

Parent group Future group

Owner Kishore Biyani (CEO)

Founded 2001

Head quarter Jogeswari , Mumbai

Industry Retail

website www.bigbazar.com

Tag line Is se sasta aur achha kahin nahi.

Competitors…

Strengths• Better understanding of customers helping the company to serve them better.• Vast range of products under one roof helping in attracting customer and their

family to shop together and enjoy the experience.• Benefit of early entry into retail industry.• Diversified business operating all over India in various retail formats. • Ability to get products from suppliers at discounted price due to scale of business.Weakness• High cost of operation due to large fixed cost.• Very thin Margin.• High attrition rate of employees.

Swot Analysis

Opportunities

• Lot of potential in the rural market.• Can enter into production of various products due to its in depth understanding of

customer’s taste and preference.• Can expand the business in smaller cities as there is a lot of opportunity. Threats

 • High business risk involved.• Lot of competitors coming up to tap the market.• Margin of business reducing all the time.

Project I- Pre launch preparation of launch of “Hyper Market” Store at Bathinda, Punjab.

Catchment Analysis

Exploring the efficacious and cost efficient ‘marketing communication’ tool in the town

Team building for the upcoming store of Big Bazaar

Project II- Customer profiling and perceptual mapping of customers of Big Bazaar, Zirakpur.

Projects Undertaken

Methodology Adopted

Administered Questionnaire

Interviews

Close Observations

Advertising through different media

• Consumer in Bathinda city are not well exposed to hypermarket.• Discounts and festivals affects impulsive buying behavior of customer• Consumer are very much quality conscious, so more than 60% buys branded.• No local brand in Electronics, Big Bazaar’s KORYO & SENSEI can do well to

capture the market.• Best marketing communication tool in the town is Cable TV ad & Leaflets.• Majority of the customers interacted were regular customers of Big Bazaar, who

buys grocery and apparels from Big Bazaar.• Majority of the customer attracted by the ambience of the store and like ‘one stop

shop’, they think they have more options to buy while coming to Big Bazaar.

Findings of Study

Marketing Strategy

Pricing Using low cost product to attract consumer , Once organization has

established a relation with consumer via lost cost product , organization can sell additional, high-margin products and services that enhance the consumer's interaction with the low-cost product or service

So pricing should be taken care of very carefully to capture the maximum share of market, because in bathinda consumer think about price after quality.

Promotion Best way of promotion in bathinda is Advertisement in newspaper and TV. Total Circulation of Newspaper in Bathinda city is 30000. Mostly watched cable channel is Fastway Cinema and Fastway Music.

Recommendations

Hoardings and Banners on main locations of the city , Promotion on Traffic lights , bus stand and mall road .

Grand Opening to attract maximum no. of consumer and grand offers in starting days of store to capture more market.

Flag march by rally consist of Elephants, Horses, and 100 people with band or Music

Calling a celebrity like Bhagwant Mann, who has strong hold in that area and can

capture the maximum intention of consumer.

By sending the promotional message to the resident of city and surrounding areas through telecom companies.

How to market products and services.

How organizational work is taken place in a retail store.

What are the grounds requirements of any hypermarkets to launch any store or products.

How to analyze customer’s buying behavior.

How to interact people.

How to handle team and vendors.

Learning

Future strategy of Big Bazaar

Big Bazaar

Back-endOperation

In JV with Foreign Partner

Big BazaarSupercentres(<75000 sq ft)

StandardBig Bazaar

(40000 to 80000sq. Ft)

Big Bazaar Express

(<40000 sq.ft)

Front endoperation