Promotional Management

Presented By…

Wonders Group (S.Y BBA-ІІ)

Group Member :- 1. Parth Savani 2. Shohil Mendpara 3. Juvik Kakadiya 4. Sandeep Ramani 5. Banti Patel 6. Vijay Kalathiya

• Mr. Kishore Biyani Managing Director & CEO

Introduction :

Partner Companies: Pantaloon Industries Ltd. Home Solutions Retail (India) Ltd. Future Capital Holdings Converge M Retail (India) Ltd. Indus League Clothing Ltd. Galaxy Entertainment Corporate Ltd.

Head Office:

Pantaloon Retail (India) Limited Knowledge House, Shyam NagarOff Jogeshwari-Vikhroli Link Road Jogeshwari (East), Mumbai 400 060

About Big Bazaar Hyper mart Chain of development store in India

Out let 104 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.

About Big Bazaar :

Big Bazaar is a chain of hypermarkets in India, with more than 100 stores in operation. It is a subsidiary of Pantaloon Retail India Ltd's, Future Group, and follows the business model of United States-based Wal-Mart. With a slogan of “Is se sasta aur accha kahin nahi!” ("Nowhere cheaper or better than this!") The Big Bazaar targets itself directly at the average Indian People and to following the crowd and give them a good discount. However, the chaos and crowds often make shopping there a challenge. WEBSITE: bigbazaar.futurebazaar.com

Company’s Aim :

Big Bazaar targets higher and upper middle class customers.The large and growing young working population is a preferred customer segment.Big Bazaar specifically targets working women and home makers who are the primary decision makers. Why focus on Rural customer?73% of population live in 6,00,000 villages out of Total population 125,00,00,000.Minimum support price.Income from farm products is Tax free.In Durable $ 250 Carore.

• Coupon, discount, more of the product at normal price, gift with purchase, competition, and prizes, money back offer, exchange offer, special occasion.

• Big Bazaar, in association with Star India Pvt. Ltd., has launched a collection of designer ethnic wear under the brand "Star Parivaar”.

• Retail sales is a competitive field, with many different merchants competing for the same customers. The different types of retail promotions work best in certain areas or appeal to specific types of customers, allowing sellers to target their efforts.

Types of Promotion :

1. In-Store Displays

In-store displays are a common way for retailers to highlight a particular product. Using an in-store display works with or without a temporary sale on the item. In some cases, retailers may place items together by theme, such as a grocery store displaying all of the items that might go into a summer picnic in a prominent place during the first week of summer. In-store displays may also include special signage, contest entry forms or even free samples.

2.Frequency Discounts Frequency discounts are sale prices that retailers offer to customers who return often to make purchases. A retailer may keep track of a customer's spending using a frequent shopper card or by issuing coupons with purchases for use in the future. Frequent shopper programs are common among grocers and can also give customers cash back or qualify them for discounts on a rotating list of merchandise.

Manufacturers often offer new products with low introductory prices, which retailers then use to gain customer interest before raising the price of the item to its intended level. A low introductory price may be advertised to give it a sense of urgency, or kept quiet to prevent customers from noticing the price increase in the future. In both cases, the introductory price may not be profitable or even sustainable for the manufacturer, but instead works to ensure greater profits in the future from customers who took a chance on the new product at its low introductory price.

3.Low Introductory Prices

4.Special Financing For retailers that specialize in high-cost merchandise such as appliances, automobiles or home electronics, offering special financing is a way to allow more customers to afford such items. A financing promotion may include several months of interest-free borrowing, or may allow customers to finance at a low introductory interest rate when they make a special qualifying purchase.

5.Warranties and Guarantees While many manufacturers offer product warranties, retailers can add a return guarantee to entice potential buyers. Offering a money-back guarantee can get customers who are uncertain about a product to give it a try, or provide the peace of mind that other customers will appreciate. Retailers may also offer an extended warranty that exceeds the manufacturer's original coverage, sometimes at an additional cost to the buyer.

6.Combination Discounts Combination discounts are another major type of retail promotion. This includes frequent sales tactics like "buy one, get one free." Besides lowering the price per item and attracting thrifty customers, combination discounts can also encourage more up-front spending, helping retailers to sell off excess merchandise.

Advertising: The Essential of Brand Building Process.Advertising is an essential component of brand building. The advertisement and brand building is done through various ways, the techniques are used.Advertising has played a crucial role in building of the brand. Big Bazaar advertisements are seen in print media, TV, Radio (FM) and Road-side Bill-boards, Internet (own website which give Online shopping service), Partnership with Bigfilx, Big FM 92.7.

Promotional Tools :

1. Tag-line

Big Bazaar tag-lines are the key components of advertising. These tag-lines are modified according to demographic profile of customers. These catch-phrases appeared on hoardings and newspapers in every city where Big Bazaar was launched. Everybody understood and connected easily with these simple one-liners. The catch-liners include "Hindi - Chane ke bhaw kaaju", "Bengali - Rui er dame illish", "Hindi - Stall ke bhaw balcony", etc.Big Bazaar started many new and innovative cross-sell and up-sell strategies in Indian retail market. The various promotion techniques used at Big Bazaar include "saal ke sabse saste teen din", Future Card (the card offers 3% discount), Shakti Card.

• Keeping – “Is se Sasta aur acha kahin nahi”

Kya Service, Kya Apnapan

Zyada Khushi, Kam Daam

Toh Kyon na ho Dil Khush

Tag’s Job :

“There is something for myhusband, my kid

and me”

Consumer Feedback :-

“Kya variety hain! Jo kahin bhi na

mile idhar zaroor milega”“Pahli baar dar

laga…socha bahut expensive hoga. But reasonable

Prices dekhe bahut khushi hui”

“kapde bhi reasonable hain…T-Shirts, trousers itne bhi mehenge nahin hain”

“Itna bada a/c shop, trolleys jisme apna

samaan aur chote bacche dono sama jate hain,

thakaan to zara bhi nahin hota”

“We always get extra bags from Big

Bazaar…gives a good impression to be seen with the

bag”

“Superior quality at a reasonable

price”

“Khaali haath nahin

lautenge!!!”

“Discounts are always on”

2. Print Ads Big Bazaar

newspaper advertisements are present just before launch of any new scheme. This creates good image about the Big Bazaar brand in the minds of customers.

In – Store offer posters

In Store Panels

New Store Launch

Promotions of Different Segment(Men,Kids,Women)

In – Store offer posters

3. TV Ads

Kishore Biyani spends a lot of money in brand building exercise. Big Bazaar commercials are shown on various channels in India. Presently, Fashion @ Big Bazaar commercial is aired.

4. Road-side Advertisements

Big Bazaar bill-boards are displayed on prime locations in various cities as a brand building exercise. They display the catch-phrases now-a-days.

5. Radio Ads This technique is used in cities like Sangli. Now-a-days, it is replaced by advertisements on FM channels. This informs customers about all new happenings at Big Bazaar.

6. Fashion Shows

"FASHION @ BIG BAZAAR – “DES BADLA, BHES BADLO” is the latest invention of the Indian iconic brand. In an effort to take the Fashion to the masses, Big Bazaar, the flagship hypermarket brand of retail chain of Future Group, organized a three-day Fashion Show on the streets of Bandra, Mumbai.

7. Brand Endorsement by Celebrity

Big Bazaar is always associated with celebrities for advertising and marketing of its brand name. The current campaign is starred by Brand Ambassador and Indian Cricket ODI Captain Mahendra Singh Dhoni. Earlier Himesh Reshammiya and Sanath Jaisuriya were associated with Big Bazaar.

Keeping the holiday spirit and summer season in mind, Big Bazaarannounced the launch of its new brand campaign

‘Big Bazaar KidsSummer Fest’. This campaign aims at establishing Big Bazaar as aone-stop destination for kids by offering a wide range of offerings acrosscategories, especially for them.The stores will be adorned with a carnival atmosphere with plenty ofactivities, games, contests and luck draws and prizes planned for kids. The campaign will go on air shortly and will continue into the month of June.

Seasonal & Festival Promotion :

APPARELS•Denims & T-Shirts•Fabric & Cut piece•Formal Wear•Casual Wear•Party Wear•Ethnic Wear•Accessories•Under Garments•Night Wear•Dress Materials•Sarees

FOOD•Staples•Ready to eat•Ready to cook•International Food•Spices•Imported Bazaar•Tea & Coffee

FARM PRODUCT

•Fruits•Vegetables•Imported Fruits•Dairy Products

CHILL STATION

•Soft Drinks•Packaged Juices•Milk Items•Frozen Foods•Ice Creams

HOME & PERSONAL CARE

•Shampoos•Detergents•Soaps•Liquid wash•Creams•Deodorants•Home cleaners•Utensils•Plastics•Crockery•Sundries

Product Provided Under One Roof :

Products: Men's Clothing, Women's Clothing, Furniture, Home Decor, Electronics and Appliances, Malls and Super Markets, Music and Movies, Kids' Shopping, Accessories, Shopping, Entertainment

Fashion Bazaar

Food Bazaar

ELECTRONICS BAZAAR

• Television sets• Washing Machines• Refrigerator• Personal Care• mBazaar• Microwaves• Small Appliances• Laptops• Computer

Accessories• Kitchen Appliances

FASHION & JEWELLERY

•Footwear Bazaar•Beauty Care•Navara•Star Parivar•Meena Bindre

FURNITURE BAZAAR

•Living Room•Bed Room•Kitchen•Dinning Rooms•Kids Room•Been Bags•Paintings•Decorative Items

CHILD CARE & TOYS

•Kids Wear•Toy Bazaar•Stationary•Child Care

OTHER SERVICES

•Mr. right•Bakery•Loot Mart•Tulsi•Future Money•Future Generally

Big Bazaar claims to offer over 1,70,000 products under one roof. These include clothes, home furnishings, crockery, books, computer accessories, groceries and the like. Big Bazaar gives a variety of options under the same roof starting from kids cloths to electronics items to cosmetics and vegetables. The Big Bazaar is a useful place to find cheap household items, clothes, and food all under one roof.

Furniture Bazaar

• The front-end operations will be further divided in three categories.

• Big Bazaar Express with store area less than 40,000 sq. ft.• Standard Big Bazaar with store area between 40,000 to

75,000 sq. ft.• Big Bazaar Supercentres with store area more than 75,000

sq. ft.• Future Group is also planning to distribute financial

products like consumer loans and insurance through Big Bazaar outlets.

Future Strategy

Future Bazaar

• The consumer’s preferences are changing & they are moving from Traditional Kirana stores to Modern Retail outlet. It’s the main challenge to the Modern retail outlets to attract the customers towards them from that of competitors. To attract more customers companies have to carry out the promotional activities in unique way. BIG BAZAAR has maintained that uniqueness & has succeeded in attracting customers.

• The promotional activity of the company, which famous as Less Price than others as it says ‘Nobody Sells Cheaper and Better!’ is made its place in minds of customer. As the competition is becoming stiff in the market the activities conducted by the company are unique, that have brought fruitful result to the company. Among them sales Promotions is one of the leading activity or unique among all other activities & has high influence on the customer walk-in

Conclusion :

Thank You !To all of you !.