Big bazaar 7ps

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The Indian retail industry accounts for 10% of GDP and 8% of employment. India is being touted as the next big retail destination with an average three year compounded annual growth rate of 46.64%. The Indian Retail Market is a Rs.1,200,000 million market Organized Retail market is zooming ahead with an annual growth rate of 30% Retail in India

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A chain of shopping malls in India currently with 31 outlet owned by Kishore Biyani’s Pantaloon Group. Reflect the look and feel of Indian bazaars at their modern outlets . All over India, Big Bazaar attracts a few thousand customers on any regular day. The hypermarket chain was introduced in India in 2001 by Pantaloon Retail(India) Limited. Introduction

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Saving is the key to Indian middle class consumer. The concept of Bazaar ; as the store offers large mix of products at discounted price, the name “Big Bazaar” was finalized The strategy behind big bazaar

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Big Bazaar is based on 3-C theory of Kishore Biyani . The 3-C symbolize Change, Confidence & Consumption, & according to this theory , “ Change and Confidence is leading to rise in Consumption”. They divided Indian customer in three categories:- India One India Two India Three The potential customers of big bazaar are India One and India Two 3C’s Theory

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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. Customer segmentation

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Positioning High service low service Low price High price Positioning

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7Ps Analysis Of Big Bazaar

Product Mix:

Product Mix Apparels Food Chill station Denim & t-shirts Staples Soft drinks Formal wear Ready to eat Packaged juices Casual wear Ready to cook Milk items Party wear International food Frozen foods Sarees Spices Ice creams Night wear Tea and coffees undergarments

Product mix:

Farm products Electonic bazaar Furniture bazaar personal care fruits Tv sets Living room Shampoos Vegetables Washing machine Bedrooms Soaps Dairy products Refrigerator Kitchen Creams Imported fruits Micro waves Dining rooms Home cleaners Laptops Paintings Deodrants A.C. Detergents Product mix

Product mix:

Child cares &toys Fashion and jewellery Others services Kids wear Beauty care Bakery Toy bazaar Foot wear bazaar Mr.right Stationary Star parivar Tulsi Child care Product mix

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Others Brand Product mix

7Ps Analysis:

7Ps Analysis Price: Value Pricing (EDLP – Every Day Low pricing) Promotional Pricing Differentiated Pricing Bundling

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Pricing The pricing objective at Big Bazaar is to get “Maximum Market Share”. Pricing at Big Bazaar is based on the following techniques: Value Pricing (EDLP – Every Day Low pricing): Big Bazaar promises consumers the lowest available price without coupon clipping, waiting for discount promotions, or comparison shopping. Promotional Pricing: Big Bazaar offers financing at low interest rate. The concept of psychological discounting (Rs. 99, Rs. 49, etc.) is also used to attract customers. Big Bazaar also caters on Special Event Pricing (Close to Diwali , Gudi Padva , and Durga Pooja ). Differentiated Pricing: Differentiated pricing i.e. difference in rate based on peak and non-peak hours or days of shopping is also a pricing technique used in Indian retail, which is aggressively used by Big Bazaar. e.g. Wednesday Bazaar Bundling It refers to selling combo-packs and offering discount to customers. The combo-packs add value to customer and lead to increased sales. Big Bazaar lays a lot of importance on bundling. e.g. 3 Good Day family packs at Rs 60(Price of 1 pack = Rs 22) 5kg oil + 5kg rice + 5kg sugar for Rs 599

Psychological pricing :

Psychological pricing

Time pricing Value Pricing :

Time pricing Value Pricing

Bundling:

Bundling

Psychological pricing :

18 Psychological pricing

Time pricing Value Pricing :

Time pricing Value Pricing

Bundling:

Bundling

Place:

Number of outlets – 120. Located in main city – tier I& tier city II. Area 10,000 sq ft – 1,20,00 sq ft. High street area of city. Approachable destinations. Place

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Place The Big Bazaar stores are operational across three formats — Hypermarkets spread over 40,000-45,000 sq ft, Express format over 15,000-20,000 sq ft and Super Centers set up over 1 lakh sq ft . Currently Big Bazaar operates in over 34 cities and towns across India with 116 stores. Apart from the Metros these stores are also doing well in the tier II cities. These stores are normally located in high traffic areas.

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Distribution channel

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They are the key assets of any organization Well Trained Staff Staff Employed by Big Bazaar are well suited for modern retail Well dressed staff Employees are motivated to think out of the box People

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Big Bazaar places a lot of importance on the process right from the purchase to the delivery of goods . When customers enter the stores they can add the products they which to purchase in their trolley from the racks. There are multiple counters where bill can be generated for purchases made . Big Bazaar also provides delivery of products over purchases of Rs. 1000. Process

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Process

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Products in Big Bazaar are properly stacked in appropriate racks . There are different departments in the store which display similar kind of products. Throughout the store there are boards/written displays put up which help in identifying the location of a product. Moreover boards are put up above the products which give information about the products, its price and offers. Big Bazaar stores are normally ‘U shaped’ and well planned & designed Physical Evidence

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Physical Evidence

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“ Saal ke sabse saste 3 din ” Hafte ka sabse sasta din “Wednesday bazaar” Exchange Offers “Junk swap offer ” Future card(3% discount ) Shakti card Advertisement (print ad, TV ad, radio ) Brand endorsement by M.S Dhoni and Asin Promotion

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Promotion

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The main idea behind every effort is to make a bulk purchase “ Saal ke sabse saste 3 din” Promotion

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Hafte ka sabse sasta din “Wednesday bazaar” Exchange Offers “Junk swap offer” :- Promotion

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Advertisement (print ad, TV ad, radio) Promotion

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Brand endorsement by M.S Dhoni and Asin Promotion

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Porter’s Five Force Model

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Our competitors 2.Threats of entrants 3.Threats of substitutes 4.Bargaining power of buyers 5.Bargaining power of suppliers Relience retail,aditya birla group,vishal retail,Bharti & walmart International players looking to foray india Domestic conglomerates looking o retail chains Unorganized retail Consumer are price sensitive Availability of more choices The unorganized sector have dominant position

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