bigbazaar case analysis

BIG BAZAAR 

BIG BAZAAR 

Case Analysis





 Introduction

 Introduction

Abboouut t BBiig g BBaazzaaaarr HHyyppeer r mmaarrtt

Chain of development store in India

Chain of development store in India

Out

Out lelett MMoorree ththan 100an 100   outoutlelettss

L

Lococaatted in Indiaed in India

Pa

Par r enentt ggrouproup FFutur utur e ge grouproup

Ow

Ownener r  KisKishor hor e Biyani (CEe Biyani (CEO)O)

F

Fouounded nded 20012001

Head q

Head quuaartrteer r  JJoogesgeswwaar r i ,i , MumbMumbaiai

Ind

Induusstr tr y y ReRettailail

w

wee b bsisittee www.bwww.bigig b bazaazar.comr.com

T





_{ission And Vision}

_{ission And Vision}





VISION 

VISION 

F

Futur 

utur 

e G

e Group

roup

s

sh

hall delive

all deliver 

r 

Eve

Ever 

r 

y

yth

thing, Eve

ing, Ever 

r 

y

ywh

whe

er 

r 

e, Eve

e, Ever 

r 

y

y

t

ti

im

me

e

f 

f 

or 

or Eve

Ever 

r 

y Indian C

y Indian Co

ons

nsum

ume

er 

r 

in

in

th

the

e

mo

mos

st

t

 pro

 profi

fit

ta

a

 b

 ble

le

m

manne

anner

r

.

.

 M M 

 _ISSION 

 _ISSION 

W

W

_{e s}

_{e s}

_h

_ha

_ar 

_r 

_e

_e

_th

_{the visi}

_{e visio}

_{on and}

_{n and b}

 _belief 

_elief th

_tha

_at

_t

_our 

_our cu

_cus

_stom

_tome

_er 

_r 

_{s and}

_{s and}

s

st

take

akeho

holde

lder 

r 

s s

s sh

hall

all

 b

 be se

e ser 

r 

ved

ved

o

only

nly

 b

 by

y

cr 

cr 

ea

eat

ting and exe

ing and execut

cuting

ing

f 

f 

utur 

utur 

e s

e s

c

cena

enar 

r 

i

io

os in

s in

th

the

e

co

cons

nsumpt

umpti

io

on s

n s

 p

 pa

ac

ce leading

e leading

to

to

e

eco

con

nom

om

i

ic

c

devel





_{ositioning And Establishment} 

_{ositioning And Establishment} 





Customers Segmentation

Customers Segmentation





B

Bi

ig

g

B

Ba

az

za

aa

ar

r

t

ta

ar 

r 

ge

get

ts

s

h

hig

igh

he

er 

r 

and

and

uppe

upp

er

r

m

middle

iddle

c

class

lass

cu

cus

stom

tome

er 

r 

s

s.

.



Th

The

e

la

lar 

r 

g

ge

e

a

an

nd

d

g

grow

rowi

in

ng

g

y

you

oung

ng

wor 

wor 

king

king

popu

popula

lat

ti

io

on

n

i

is

s

a

a

 pr 

 pr 

efe

eferr 

rr 

ed

ed

cu

cus

stom

tome

er 

r 

seg

segm

men

ent.

t.



B

Bi

ig

g

B

Ba

az

za

aa

ar 

r 

s

s

 p

 pe

ec

cifi

ific

cally

ally

ta

t

ar 

r 

ge

get

ts

s

wor 

wor 

king

king

wom

wome

en

n

a

an

nd

d

hom

home

e

m

*

*_HigHighh

or 

or ganizaganizattiioonn val

valuuee

*

*_LLowow

cu

cusstomtomeer r valvaluuee

*

*_HigHighh

or 

or ganizaganizattiioonn

val

valuuee

*

*_{HigHighh cucusstomtomeer r} 

val

valuuee

*

*_LLowow

or 

or ganizaganizattiioonn val

valuuee

*

*_LLowow

cu

cusstomtomeer r valvaluuee

*

*_LLowow

or 

or ganizaganizattiioonn

val

valuuee

*

*_LLowow

cu

cusstomtomeer r valvaluuee





 P P 

_ositioning 

_ositioning 

Hig Highh se ser r viviccee

llowow se ser r viviccee L







_arketing 

_arketing 

_ix 

_ix 

P Physicalhysical Evidence Evidence P Peopleeople P

Placelace PPromotionromotion

P Pricerice P Productroduct P Processrocess 7 7 µµPP¶¶

1.

1. P P 

_roduct 

_roduct 

_ix 

_ix 

A

APPPPARELSARELS



 _{DDenims & T-enims &}

T-Shirts

Shirts



 _{Fabric & CutFabric & Cut}

piece

piece



 _{Formal WearFormal Wear} 

 _{Casual WearCasual Wear} 

 _{PParty Weararty Wear} 

 _{Ethnic WearEthnic Wear}   _{AccessoriesAccessories}   _UnderUnder Garments Garments 

 _{Night WearNight Wear} 

 _{DDress Materialsress Materials}   _SareesSarees FOO FOODD   _{StaplesStaples} 

 _{Ready to eatReady to eat} 

 _{Ready to cook Ready to cook}    _{InternationalInternational} Food Food   _SpicesSpices 

 _{Imported BazaarImported Bazaar} 

 _{Tea & CoffeeTea & Coffee}

FARM

FARMPPRORODDUCTUCT



 _FruitsFruits 

 _{VegetablesVegetables} 

 _{Imported FruitsImported Fruits} 

 _{DDairyairyPProductsroducts}

CHILL STATION

CHILL STATION



 _{SoftSoftDDrinksrinks} 

 _{PPackaged Juicesackaged Juices} 

 _{Milk ItemsMilk Items} 

 _{Frozen FoodsFrozen Foods} 

 _{Ice CreamsIce Creams}

HOME & HOME & P PERSONALERSONAL CARE CARE   _{ShampoosShampoos}   _{DDetergentsetergents}   _SoapsSoaps 

 _{Liquid washLiquid wash} 

 _CreamsCreams 

 _{DDeodorantseodorants} 

 _{HomHome cle cleanerseaners}   _{UtensilsUtensils}   _{PPlasticslastics}   _{CrockeryCrockery}   _{SundriesSundries}



Living RoomLiving Room 

Bed RoomBed Room 

KitchenKitchen 

DDinning Roomsinning Rooms 

Kids RoomKids Room 

Been BagsBeen Bags 

PPaintingsaintings 

DDecorative Itemsecorative Items

 P 

 P 

_roduct 

_roduct 

_{ix continued«}

_{ix continued«}

ELECTRONICS ELECTRONICS

BAZAAR  BAZAAR 



 _{Television setsTelevision sets}   _{WashingWashing} Machines Machines   _{RefrigeratorRefrigerator} 

 _{PPersonal Careersonal Care} 

 _{mBazaarmBazaar} 

 _{MicrowavesMicrowaves} 

 _{Small AppliancesSmall Appliances}   _{LaptopsLaptops}   _{ComputerComputer} Accessories Accessories   _{KitchenKitchen} Appliances Appliances FASHION & FASHION & JEWELLERY JEWELLERY 

Footwear BazaarFootwear Bazaar 

Beauty CareBeauty Care 

NavaraNavara 

StarStarPParivararivar 

MeenMeenaaBindrBindree

FURNITURE FURNITURE BAZAAR  BAZAAR 

CHIL

CHILDDCARE &CARE & TOYS TOYS



Kids WearKids Wear 

Toy BazaarToy Bazaar 

StationaryStationary 

Child CareChild Care

OTHER SERVICES OTHER SERVICES  Mr. rightMr. right  BakeryBakery 

Loot MartLoot Mart 

TulsiTulsi 

Future MoneyFuture Money 

2

2 . .  P  P 

_{rice mix} 

_{rice mix} 





_al

_al

_u

_u

_e

_e

 _pr 

 _pr 

_i

_i

_c

_c

_ing

_ing





P

P

romot

romot

i

i

o

o

nal

nal

 pr 

 pr 

i

i

c

c

ing

ing



 LLowow inintteer r esestt finanfinanccinging



 PsyPsychocholloogigiccal disal discoucounnttinging



 SS p peeccial evenial eventt pr  pr iiccinging





Diffe

Diffe

r 

r 

en

en

t

t

ia

ia

t

t

ed P

ed P

r 

r 

i

i

c

c

ing

ing



 TTiimmee pr  pr iiccinging







Value

Value

_ricing 

_ricing 





Big

Big

 b

 bazaa

azaar 

r 

 prom

 promises i

ises it

ts

s

co

cons

nsum

ume

er 

r 

s

s

th

the

e

l

low

owes

est

t

availa

availa

 b

 ble

le

 pr 

 pr 

i

ic

ce

e

w

wi

ithout

thout

coupo

coupon

n

c

cli

li

 pp

 pping,

ing,

w

wai

ait

ting f 

ing f 

or 

or 

dis

discou

coun

nt

t

 promot

 promot

i

io

ons,

ns,

or 

or 

comp

compa

ar 

r 

is

iso

on

n

s





_romotional 

_romotional 

_ricing 

_ricing 





Big

Big

 b

 bazaa

azaar 

r 

o

offe

ffer 

r 

s

s

finan

financ

cing a

ing at

t

l

low

ow

in

int

te

er 

r 

es

est

t

r 

r 

a

at

te

e.

.

Th

The idea

e idea

o

of 

f u

using

sing

 p

 psy

sycho

chol

lo

ogi

gic

cal dis

al discou

coun

nt

ting

ing

(a

(at

t

r 

r 

s

s.

.

99 ,

99 ,

r 

r 

s

s.

.

49

49)

)

is

is

u

used

sed

as

as promot

 promoti

io

onal

nal

too

tool

l.

.

Th

They

ey

als

also

o

c

ca

at

te

er 

r 

s

s

o

on s

n s

 p

 pe

ec

cial

ial

even

event

t

 pr 

 pr 

i

ic

cing

ing.

.

(

(

c

cl

lo

ose

se

to

to

di





_{ifferentiated} 

_{ifferentiated} 

_ricing 

_ricing 





T

Ti

im

me

e

 pr 

 pr 

i

ic

cing i

ing i.

.e

e.

.

diffe

differ 

r 

en

enc

ce in

e in

r 

r 

a

at

tes

es

 b

 based

ased

o

on

n p

 peak and n

eak and no

on

n

 p

 peak 

eak 

hour 

hour 

s

s

or 

or 

days

days

o

of s

f shopp

hopping

ing

is als

is also

o

a

a

o

one kind

ne kind

o

of 

f 

 pr 

3 3 . .  P  P 

_lace

_lace

 N Numbumbeer r oof f outout lelet-

t-mor 

mor ee ththan 100an 100..



 LLococaatted aed att mmainain cciittyy-

-t

tieier r I &I & ttieier r cciittyy--II;II;

 AAr r eaea--10,000sq f 10,000sq f t- t-120000 sqf  120000 sqf tt;;   HigHighh sstr tr eeeett aar r eaea oof f  c ciitty; &y; &  AA ppro pproaachchaa b blele des

4

4 . .  P  P 

_romotion

_romotion



 _{CCoupooupon, disn, discoucounntt,,mor mor ee oof f ththee pro prodductuct aatt nnormormalal}

 pr 

 pr iicce, gif e, gif tt wwiithth purch purchase,ase, compcompeettiittiioon, andn, and pr  pr izes,izes,

mo

moneyney b baacck k ooffeffer r , ex, exchchangeange ooffeffer r , s, s p peeccialial occoccasiasioonn..



 _{Big BazaaBig Bazaar r , in ass, in assocociaiattiioonnwwiithth SSttaar r India PvIndia Pvtt LLttd,d,}

h

has laas lauunnchched aed a cocollellectctiioonnoof designef designer r eeththninicc wweaear r 

u

undender r ththee br  br and "Sand "Sttaar r PaPar r ivaaivaar r 

Bel

Below

ow

th

th

e

e

Line

Line

P

Promot

romoti

io

on

n

 _{Giving adveGiving advertrtise in neise in newwss p paa p peer r ,, TT}VV_{.. InIntteer r nenett ((owownn}

w

wee b bsisittee whwhiichch givegive oonline snline shopphopping seing ser r viviccee)),,



 _{ppaartrtnener r sshhii p pwwiithth Bigfilx, Big FBigfilx, Big FMM 9292.7..7.}

A

A

 bo

 bove

ve

th

the

e

Line

Line

P

5 

5  . .  P  P 

_eople

_eople





w

well

ell

tr 

tr 

ained s

ained st

taff;

aff;

w

well

ell

s

su

ui

it

ted f 

ed f 

or 

or 

r 

r 

et

e

tail ind

ail indu

us

str 

tr 

y

y

.

.



e

emp

mpl

lo

oyees a

yees ar 

r 

e

e

mot

motiva

ivat

ted

ed

to

to

th

think 

ink out

out

o

of 

f th

the

e

 bo

 box,

x,

to

to

t

take inn

ake inno

ova

vat

tive s

ive st

te

e

 p

 ps

s.

.



e

emp

mpl

lo

oyees

yees

c

cl

lo

ose

se

to

to

10000

10000

 p

 pe

eop

ople and

le and

r 

r 

e

ecru

crui

it

ts nea

s near 

r 

ly

ly

500

500 p

 pe

eop

ople eve

le ever 

r 

y

y

mo

mo

n

nth.

th.



U

Use

se

o

of 

f t

te

ech

chn

no

ol

lo

ogy like

gy like

s

sc

cena

enar 

r 

i

io

o p

 planning f 

lanning f 

or 

or 

de

6 

6  . .  P  P 

_rocess

_rocess





Th

The g

e goo

ood dis

d dis

 p

 pa

atch

tch

and

and

 purchasing a

 purch

asing ar 

r 

ea

ea

h

has

as

c

ce

ert

rtain silen

ain silent

t

fea

featur 

tur 

e:

e:



mu

mul

lt

ti

i

 p

 ple

le

cou

coun

nt

te

er 

r 

s

s

wi

w

ith

th

availa

availa

 b

 ble

le

trolleys

tro

lleys

to

to

c

ca

arr 

rr 

y

y

i

it

te

em

m

 purch

 purchased

ased.

.



P

Prop

rope

er 

r 

dis

dis

 p

 play/

lay/

 po

 pos

st

te

er 

r 

s

s

o

of 

f th

the

e

 p

 pla

lac

ce

e.

.



H

Hom

ome delive

e deliver 

r 

y

y

cou

coun

nt

te

er 

r 

s a

s ar 

r 

e n

e now

ow

op

opened a

ened at

t

m

many

any

 p

7 

7  . .  P  P 

_{hysical evidence}

_{hysical evidence}





I

It

t

deals

deals

w

wi

ith

th

th

the final delive

e final delive

r 

r 

a

a

 b

 ble

le

or 

or th

the dis

e dis

 p

 play

lay

o

of 

f wr 

wr 

i

itt

tten

en

fa





_{rand Extension Actually}

_{rand Extension Actually}

 M 

 M 

_{ade And Future}

_{ade And Future}

_ossibilities

_ossibilities

Big Bazaar Big Bazaar Express Express (<40000 sq.ft) (<40000 sq.ft) Standard Standard Big Bazaar Big Bazaar (40000 to 80000sq. Ft) (40000 to 80000sq. Ft) Big Bazaar Big Bazaar Supercentres Supercentres (<75000 sq ft) (<75000 sq ft) In JV with In JV with Foreign

Foreign PPartnerartner Big Bazaar Big Bazaar Front end Front end operation operation Back-end Back-end Operation Operation





Consumer Insights And 

Consumer Insights And 

 P 

 P 

_erceptions

_erceptions





Big

Big

 b

 bazaa

azaar 

r 

is

is b

 based

ased

o

on 3

n 3-

-C

C

th

the

eor 

or 

y

y

o

of Kis

f Kishor 

hor 

e

e

Biy

B

iyan

ani

i.

.

Th

The 3

e 3-

-C

C

de

det

te

erm

rm

ines

ines

change, confidence and consumption,

change, confidence and consumption,

and a

and accor 

ccor 

ding

ding

to

to

th

this

is

th

the

eor 

or 

y

y

, ³

, ³ch

change and

ange and

co

confiden

nfidenc

ce is leading

e is leading

to

to

r 

r 

ise in

ise in

co

cons

nsumpt

umpti

io

on´,

n´,



Th

They divided Indian

ey divided Indian

cu

cus

stom

tome

er 

r 

s into

s in

to

3

3

c

ca

at

teg

egor 

or 

ies:

ies:



India

India

o

o

ne:

ne:





C

Co

ons

nsum

um

ing

ing

c

class,

lass,

cons

co

nst

ti

itut

tutes

es

o

only 14%

nly 14%

o

of Indian

f Indian

 popu

 popula

lat

ti

io

on

n.

.





Upp

Uppe

er 

r 

m

middle

iddle

c

class and

lass and

mo

mo

st

s

t

o

of 

f th

the

e

cu

cus

stom

tome

er 

r 

s

s

h

have s

ave sub

ubs

st

tan

ant

tial dis

ial dis

 po

 posa

sa

 b

 ble in

le incom

come

e.

.







India

India

two

two

:

:





Se

Ser 

r 

ving

ving

c

class

lass

wh

whi

ich

ch

in

inc

cl

lu

udes

des

 p

 pe

eop

ople like d

le like dr 

r 

ive

iver 

r 

s,

s,

hou

house

se-ho

-hold

ld

h

hel

el

 p

 ps,

s,

o

offi

ffic

ce

e

 p

 pe

eo

ons, e

ns, etc.

tc.





F

For 

or 

eve

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