Marketing

MARKETING ASSIGNMENT

Personal Learning Paper – BIG BAZAAR

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INTRODUCTION – Big Bazaar was launched in September, 2001 with the opening of its first four stores in Calcutta, Indore, Bangalore and Hyderabad in 22 days, Big bazaar was started by Kishore Biyani, the Group CEO and Managing Director of Pantaloon Retail.

Big bazaar is a chain of shopping malls in India. Currently, there are 150 big bazaar stores across 80 cities and towns in India. Big Bazaar is part of Future Group, which also owns the Central Hypermarket, and is owned through a wholly owned subsidiary of Pantaloon Retail India Limited(BSE: 523574 523574), that is listed on Indian stock exchanges.

Product Range -  Big Bazaar was launched purely as a fashion format including apparel, cosmetics, accessory and general merchandise, over the years Big Bazaar has included a wide range of products and service offerings under their retail chain. The current formats includes Big Bazaar, Food Bazaar, Electronic Bazaar and Furniture Bazaar.

CUSTOMER SEGMENTATION -

* 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.

TARGETING –

High service

low service

Low price

High price

* Income Group - upto 20000/- p.m

LIFE CYCLE OF BIG BAZAAR-

SALES

FUTURE STRATEGY OF BIG BAZAAR-

Big Bazaar Express

(<40000 sq.ft)

Standard

Big Bazaar

(40000 to 80000sq. Ft)

Big Bazaar

Supercentres

(<75000 sq ft)

In JV with Foreign Partner

Big Bazaar

Front end

operation

Back-end

Operation