Big BazaarMarketing Audit Report

Group 7Melissa Nazareth – 30

Aafreen Babar – 62Fedora Dsouza – 76Lachish Awad – 88Rohit Gupta – 104

Big Bazaar Group 7

Table of Contents

Introduction..........................................................................................................................3Project..............................................................................................................................3About Big Bazaar............................................................................................................3

Goals of Study.....................................................................................................................5Gathering Materials.............................................................................................................6

Primary Data:...................................................................................................................6Secondary Data:...............................................................................................................6

Interviews using Audit Check List......................................................................................7Introduction......................................................................................................................7Why Big Bazaar...............................................................................................................7Environment....................................................................................................................7Process.............................................................................................................................9Promotion......................................................................................................................10Sales Promotions...........................................................................................................14People............................................................................................................................18Customers......................................................................................................................21Products And Services...................................................................................................22Place...............................................................................................................................25Price And Cost...............................................................................................................27Competition...................................................................................................................28

Analysis.............................................................................................................................29SWOT Analysis.............................................................................................................29Value Chain Analysis....................................................................................................31PEST Analysis...............................................................................................................33Porters 5 Forces Analysis..............................................................................................35TOWS based on SWOT.................................................................................................36

Findings.............................................................................................................................38Recommendations..............................................................................................................39Conclusion.........................................................................................................................40References..........................................................................................................................41

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INTRODUCTION

PROJECT

A comprehensive and systematic examination of Big Bazaar’s marketing environment,

strategies and marketing activities.

Determining the problem areas and opportunities and recommending a plan of action to

improve the company’s marketing performance.

ABOUT BIG BAZAAR

Big Bazaar, is the chain of retail stores of the big banner Pantaloon Retail (India) Ltd.,

which in turn is a segment of Kishore Biyani, regulated Future Group of Companies.

Moreover the customer friendly ambiance and the organized retailing of products also

makes Big Bazaar one of the successful retail companies in India. The chain was inspired

by Saravana Stores, a hugely popular shop in Chennai which made huge profits by selling

everything under the sun at prices much less than other shops.

Big Bazaar Overview: Big Bazaar, a part of the Pantaloon Group, is a hypermarket

offering a huge array of goods of good quality for all at affordable prices. Big Bazaar with

over 50 outlets in different parts of India, is present in both the metro cities as well as in

the small towns. Big Bazaar has no doubt made a big name in the retail industry of India,

moreover shopping here is further made a memorable experience with the varied rates

of discounts on products as well as discount vouchers available in a variety of amounts,

like INR 2000, INR 3000, INR 4000, INR 5000 and INR 10000 on all Big Bazaar products

and accessories.

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The variety of product range in Big Bazaar: This large format store comprise of almost

everything required by people from different income groups. It varies from clothing and

accessories for all genders like men, women and children, playthings, stationary and

toys, footwear, plastics, home utility products, cosmetics, crockery, home textiles,

luggage gift items, other novelties, and also food products and grocery. The added

advantage for the customers shopping in Big Bazaar is that there are all time discounts

and promotional offers going on in the Big Bazaar on its salable products.

The significant features of Big Bazaar: Shopping in the Big Bazaar is a great experience as

one can find almost everything under the same roof. It has different features which

caters all the needs of the shoppers. Some of the significant features of Big Bazaar are:

The Food Bazaar or the grocery store with the department selling fruits and vegetables

There is a zone specially meant for the amusement of the kids. Furniture Bazaar or a

large section dealing with furnitures. Electronics Bazaar or the section concerned with

electronic goods and cellular phones. [FutureBazaar.com] or the online shopping portal

which makes shopping easier as one can shop many products of Big Bazaar at the same

price from home well regulated customer care telecalling services.

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GOALS OF STUDY

To visit the Big Bazaar outlet in Mumbai.

To understand the retail format of the retail store.

To understand the different aspects of the retail store i.e. brands stocked,

promotional offers employee management etc. with the help of an interview.

To analyze the information with the help of different tools i.e. PEST, TOWS, and

Porters Five Force etc.

To give recommendations for improvement.

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GATHERING MATERIALS

PRIMARY DATA:

This data has been collected with the help of Mr. H. Nair – Business Development

Manager, Big Bazaar.

SECONDARY DATA:

This has been collected from various sources.

Brochures & Pamphlets

Internet

News Papers & Magazines

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INTERVIEWS USING AUDIT CHECK LIST

INTRODUCTION

Big Bazaar is a chain of retail stores, which was started in 2001 by Mr. Kishore Biyani. Its

parent company is Pantaloon Retail (India) Ltd. which is headquartered in Jogeshwari,

Mumbai. Big Bazaar, a uniquely Indian hypermarket chain blends the look, touch and

feel of Indian bazaars with aspects of modern retail like choice, convenience and quality.

Big Bazaar is a value based retail chain which works on the formula of Every Day Low

Prices. It currently has 116 outlets throughout the country.

WHY BIG BAZAAR

Ever since its launch in 2001, Big Bazaar has stretched its arms and existence throughout

the country. It has become the biggest brand in value retail chains, leaving far behind its

competitors.

ENVIRONMENT

What kind of an organisation is Big Bazaar?

Big Bazaar is a India’s largest retail brand owned by Future Group which is a leading

business house with multiple businesses spanning across the consumption space.

Are conditions surrounding your organization relatively stable or changing?

The conditions surrounding Big Bazaar are relatively changing mostly in every quarter.

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Is Big Bazaar strongly impacted by technology, by shifts in the economy, by leadership

changes?

Yes it is strongly impacted by technology as we work on very low margins and a wide

range of products as one will definitely get the best products at the best prices - that's

what Big Bazaar guarantees.

In fact, they are trying to reduce the check out times by using hand-held Bar-code

scanners and bill generators, which will ease our customers a lot as the queuing-tme

would considerably reduce. Big Bazaar is open to more and more innovations which will

enhance its customer’s buying experience.

How politically sensitive is it? Does it have partners or other organizations with whom

it is closely aligned?

Big Bazaar is politically sensitive as it appeals to the masses of the country with its best

price USP so it has to carefully set up and manage its retail outlet in every city.

It is owned by Future Bazaar along with other retail brands Pantaloons, Ezone, Home

Town and its Partner is ZoomIn.

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PROCESS

Is the service delivery process simple or complex?

The service delivery of Big Bazaar is very simple.

How involved is the customer in the delivery of service?

The customer is highly involved in the delivery of service as it is daily use products and

its customer’s decision to chose as per his requirement.

How much background knowledge is desirable for the customer to make the best use

of services?

Minimum knowledge is required as the products are not too complicated in usage, nor

is the buying process too complex.

How much training does customer require to receive services?

Customer requires training for only electronic products as the prices of such products

are higher than the daily use products, and might be slightly complex to operate at

times. Other than that, for daily staples and FMCG products which Big Bazaar offers, no

training whatsoever is required.

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PROMOTION

Promotion: What kinds of promotion does ur organisation provide?

Promotion is sometimes categorized as direct selling, ad, sales promotion (incentives,

discount, spl. events), publicity (PR)

Big Bazaar recognizes the need that customers need to be constantly reminded of its

USP to draw the requisite footfalls of regular customers, as also to acquire new ones.

For this very reason it indulges heavily in Promotional and Brand Awareness tactics.

They make use of:

Advertising

o TV

o Print

o Radio

Sales Promotion

o Incentives

o Discount

o Special Events

Public Relations

o Save the Children Initiative

`

How would you describe the mix of Promotional activities which your organisation

undertakes?

The Promotional activities of Big Bazaar can be majorly classified as:

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Holistic advertising

This is done with an aim to promote the brand and create awareness among

people.

It is not done for promoting each store but only creates an image of Big Bazaar

as a low-cost shopping option.

The store has advertised through

1. TV

2. Road Shows

3. It has also started reality show-typed promotional campaign “The Big Bazaar

Challenge”

4. Promotions like “Sabse Sasta Din” are a very successful strategy to get footfall

through print, TV and Radio

5. Big Bazaar has come up with 3 catchy lines written on hoardings taking on

biggies like Westside, Shoppers stop and Lifestyle. They are:

I. “Keep West- aSide. Make a smart choice!”

II. “Shoppers! Stop. Make a smart choice!”

III. “Change your Lifestyle. Make a smart choice!”

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SALES PROMOTIONS

Its modus operandi is to make the customers aware of the various discounts going

on in the store.

For this very purpose, they make use of many media such as:

1. The store oriented promotion which includes speaking on the loudspeaker in

nearby blocks

2. Leaflets are given in local newspapers

3. Pamphlets distributed in areas nearby the store so also at the entrance

4. Discount deals such as:

5. With an aim that the customer takes quick notice, Original prices are cut

down and new prices are shown

Eg: Kissan Tomato Ketchup MRP Rs. 71 BB Price Rs. 59 only

Time Pricing

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6. “ Faida Zones ” are created by them, which are high discount areas in a store

7. Promotion is also done through co-branded credit cards with ICICI bank:

Future card(3% discount)

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8. There are loyalty schemes which reward regular clients such as Shakti card

9. Also, attractive gifts are provided for heavy shoppers which include A dinner

set worth Rs. 2199 with every bill worth Rs. 4000 and above.

10. Exchange Offers “Junk swap offer”

11. It has also come up with gift vouchers with an aim to increase the sales.

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Are some products and services promoted more heavily than others?

Yes, based on the contribution/unit and the total contribution, Big Bazaar focuses on the

promotion of Golden Harvest more heavily also due to the fact that these are the

Indicators of Price for India where dry groceries are bought in bulk and most sought

after when available at cheap rates.These eventually become the footfall drivers.

In fact, the following information was also obtained:

Hungry Kya contributes 60% of Food Bazaar sales. This category includes a mix of

products from a large number of FMCG companies and wide range of imported

products.

Golden harvest includes dry groceries like rice, wheat, dal, spices. This

contributes 30% of their sales.

Chill station includes fruits and vegetables and contributes 10% of the sales.

Next in line priority-wise for Big Bazaar’s promotion is the “Hungry Kya” range as

this is the highest contributor.

Are some groups of clients more targeted for promotional activity than others?

Yes, indeed there are certain groups of clients on which more emphasis is laid including:

The middle class and upper-middle class value conscious customers

The home-maker be it a house-wife or a working women who makes most of the

purchase decisions of the household

The large and growing working population which is convenience minded ( this is

visible from the youthful and zesty brand ambassadors they have chosen, Asin

and M.S. Dhoni, as also their apparel collection which focuses a lot on Office-

wear)

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PEOPLE

In service marketing all the people who surround the delivery of a service have an

impact.

Describe the employees who interface with the client. How are they dressed?

Retail is all about experience. It is the employees who contribute a lot to the entire

shopping experience by being helpful and approachable.

Big Bazaar boasts of:

Well trained staff at stores to help people with their purchases

Employs close to 10,000 people and adds around 500 more per month.

Well-dressed staff improves the overall appearance of store. They are made to

wear a uniform which is light orange in color, for ease of identification and also

soothing to the eye.

They have multiple counters for payment, staff at store to keep baggage and

security guards at every gate, contributing to a customer-friendly atmosphere.

The sales personnel density is high, as Big Bazaar achieves high amount of

footfalls and crowd control becomes a major issue at times. At such times, the

employees are more than willing to assist with the humungous shopping trolleys,

and also to clear any doubts or questions in their minds.

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There are certain guidelines which the employees, especially the front-line sales people

who are directly involved in interaction with customers, have to follow such as:

· Ensure that the staff is in complete uniform, I.D. and as per the Grooming standard (No

Staff are allowed without I.D. irrespective of Cadre)

· No mobiles, Ornaments jewelries are allowed into the store/floor

· Maintain the timings for Tea break (Time out & in) irrespective of their Post and

Position.

Checked with bill and Product Bar code without fail.

· Any deviation in above rules and regulation should be brought to the notice of higher

Authorities/concerned person failing to do so, strict action will be taken.

· Smoking/Chewing Tobacco/Alcohol consumption is prohibited in the Staff room and at

the

Staff Entry.

· Keep the surrounding neat and clean.

· Do co-operate with securities during Checking/Frisking.

· Your kind co-operation will highly appreciate.

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What is the customary manner when interacting with customers? Other customers

and intermediaries may also have an impact.

Big Bazaar has a standard operating procedure for its fleet of more than 10000

employees to maintain an equal service standard throughout all their stores.

These include the following “Do’s and Don’ts”:

Be forward! Don’t be shy. Be approachable and friendly. Smile! Smile! Smile!

Walk right up to people, shake hands and ask them what they do.

Always have a pen so you can write notes to remind you about each person you

met.

Make your work place fun and enjoyable.

Never be offensive, under any circumstances.

Dress in your uniform appropriately. Should be neat and pressed. Wear

comfortable shoes.

Jewellery for men and women should be kept to minimum. A watch, Wedding

ring, earrings for women that are not dangling and distracting.

Smoking inside the store is not allowed strictly.

Ensure that any work place relationship does not have a negative effect on your

work performance.

Do not access, or attempt to access, machines or networks that unauthorized

means – for example: unauthorized use of Telephone, Computers, etc.

Only business information can be stored on computer systems. You are not

permitted to store any personal data on the computer systems including

documents, spreadsheets, databases, games or jokes.

Do not use mobile phones while on duty.

Make your work place clean & tidy.

Sort according to priorities.

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CUSTOMERS

Describe the users of the products and services offered by your organization.

Big Bazaar is a discount store. It caters to quite a wide range of customers.

Big Bazaar is a great stop for family shopping.

Working singles also shop here.

Customers whom we cater to generally expect value for money.

We cater to the middle class house wife who may not want to go to a kirana but

may not be able to afford something like Spencer’s etc.

Generally, a huge chunk of the customer base is from the suburbs.

What are the different sub groups in your user population and what is a rough

estimate of the proportion of each subgroup.

The sub groups could be broadly classified as:

Families

Working Singles

Both these sub groups constitute a fair share of the user population.

Can you identify any groups which are more important in some way?

As such there are no groups that are more important than the others.

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PRODUCTS AND SERVICES

What products and services does the organization offer?

The various products offered by Big Bazaar are as follows:

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Services: Our services range from E tailing to the general customer care etc

What are the primary products and services? how does the organization make its

offerings known?

Our customers shop across product categories. FMCGs like food, clothes, wellness

and beauty etc are categories that customers shop for through out the year.

Consumer Durables like electronics etc may be shopped for during festivals or as

seasonal purchases.

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We make our offerings known on our site. Apart from that we have pamphlets etc

that we may distribute to our customers. We advertise our offerings in relevant

magazines etc too.

To what extent are these products/services standardized to meet customer needs?

We conduct our researches and surveys. We know our customer base very well. We

stock products that our customers expect to find under our roof. FMCGS are basic

products. For example a regular house wife may want to pick a normal cup of curd (any

brand) in contrast to something like a pro biotic curd. So we have an idea of how we

should go about our stocking etc. As far as consumer durables are concerned, for

instance mobile phones, we know our customer income range. We will stock only

mobiles which our customers would be willing to purchase and have the ability to

purchase. We also have our in house brands for clothes etc. This makes it easier for us

to suit our customer preferences.

Are the products/services branded in any way?

We stock variety of brands across product categories. We have our in house brands too

for clothes etc. The brand, logo etc speak for themselves. Customers have developed

brand loyalty for some brand in some product categories. Some product categories may

not have brand loyalty owing to the kind of product they are. But both outside brands

and our in house brands are performing well and suit our customer preferences.

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PLACE

Do clients come to one central location for service or are there different outlet

locations? Do clients come in person to the organisation (if so, what distance do they

travel) and how do they come (by car, on foot, public transport)? Or are some services

delivered directly to the client at their home or place of employment?

Big Bazaar has a number of outlets in India, in Mumbai itself the outlets are present at a

number of locations. Clients do come to the outlets in person, usually traveling

distances ranging from a km to 10. For example consider the outlet in Phoenix mills,

there are customers coming from different parts of the city near and far. Depending on

the distances to be covered customers choose different modes of travel like on foot or

using public transport. As Big Bazaar has also made efforts in having a huge parking

space, a number of customers opt for using their private vehicles. Services such as

Home Delivery are offered to the customers unless during the Mega sale when Home

Delivery services are not offered.

Is there an Internet presence and if so, what level of interactivity is afforded through

this channel? Do the products and services pass through an intermediary?

In order to overcome location disadvantage Big Bazaar makes use of internet. It has

launched a merchandise retailing website www.futurebazaar.com which targets high-

end customers using Credit Cards as well as customers using Debit Cards of major banks

in Idia. In this way Big Bazaar has made headway into a potentially high-yielding sector

of online trade. The use of Internet has put them in a profitable position because there

is minimal expense of maintaining a website compared to maintaining a store.

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Besides Big Bazaar also gives a guarantee of delivery in 7 days after the online purchase

request. And also a return policy if the goods are damaged or the customer is not

satisfied.

Can they be delivered through the direct channel? Often an organisation will have a

mix of delivery systems and policies for different services. Describe the situation as

the best you can.

Big Bazaar normally sources its products directly from the company, in doing so it

eliminates the cost incurred due to the middle men. Although in some cases companies

do have a dedicated supplier, in such cases Big Bazaar sources it from the

intermediaries, but at the same time they also bargain for a good price so that the

benefit the customers.

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PRICE AND COST

Are products and services offered for a monetary price? If so, how flexible are the

terms?

Yes, the products are offered for a monetary price.

Are there discounts or allowances?

Big Bazaar in tie up with ICICI Bank offers its customers Credit Cards, the customers

holding these cards are offered a discount of 3%. As well as have an option of EMI in

cases of big purchases.

Besides this they also have regular offers on products like 25% off on a particular item,

or offering 1 on 1 for certain items.

Do all customers pay the same amount?

Yes, all customers pay the same amount, except for those holding the Big Bazaar Card.

If products and services are not offered for a monetary price, what is the cost to the

client to avail him/herself of the organisations’ offerings? Consider both actual cost in

terms of time and energy and also psychological costs.

Time and energy are huge costs to big retail stores like the Big Bazaar, which mainly try

to offer its customers products at a low price. A lot of time and energy is spent in getting

the best deals from the manufacturers and on negotiating certain terms and conditions.

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COMPETITION

Who or what might be considered a competitor to your organisation?

There are a number of retail stores the follow the discount formats like Big Bazaar. Star

Bazaar is one the direct competitors, as well as stores like DMart, Spencers, More and

HyperCity, in the Mumbai region.

As a latest instance Star Bazaar coincided its sale period with the Big Bazaars sale during

Independence Day and offered certain products at prices lower than those offered by

Big Bazaar

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ANALYSIS

SWOT ANALYSIS

Strengths:

High brand equity enjoyed by Big Bazaar

State of the art infrastructure

A vast variety of stuff available under one roof

Everyday low prices, which attract customers

Maximum percent of footfalls converted in sales

Huge investment capacity

Biggest value retail chain in India

It offers a family shopping experience, where entire family can visit together.

Available facilities such as online booking and delivery of goods

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Weakness:

Unable to meet store opening targets on time

Falling revenue per sq ft

General perception: ‘Low price = Low quality’

Overcrowded during offers

Long lines at billing counters which are time consuming

Limited only to value offering low price products. A no of branded products are

still missing from Big Bazaar’s line of products. E.g. Jockey, Van heusen,

Opportunity:

A lot of scope in Indian organized retail as it stands at approximately 4%.

Increasing mall culture in India.

More people these days prefer to visit big stores where they can find large

variety under one roof

Threats:

Competition from other value retail chains such as Shop rite, Reliance (Fresh and

trends), Hypercity and D mart.

Unorganized retail also appears to be a threat to Big Bazaar’s business. A large

population still prefers to visit local convenient stores for daily purchases

Changing Government policies

International players looking to foray India

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VALUE CHAIN ANALYSIS

Primary Activities

Inbound Logistics:

Warehousing of raw materials, Distribution

Operations:

Packaging and Distribution

Outbound Logistics:

Warehousing and distribution of finished products in stores

Marketing and Sales:

Advertising

Making Sales

Service:

Customer Service

Entertaining complaints and grievances from customers

Support Activities

Procurement:

Procuring raw materials from manufacturers

Procuring finished products of other brands

HRM:

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Intensive training programmes for employees

Technology Management:

RFID to track the movement of products in and out of the store

Computerised Billing and record maintaining of products sold and stored

Infrastructure:

Store area

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PEST ANALYSIS

Political and Legal Factors:

A stable government at the centre will facilitate speedy economic recovery and

create an encouraging investment climate

Problems of getting subsidy from Octrai and on different taxes like land, water

taxes

Problems of taking over properties and real estate

Economical:

India, one of the fastest growing economies(6-6.5% GDP growth rate)

Retail Industry to grow to 300 billion by 2010

Increase in the percentage contribution of the service sector to GDP

Increase in the investment on IT with focus on cost minimization

Socio-Cultural Factors:

Increase in Nuclear families

People prefer to shop in local stores with the reasonable prices

Increase in working women’s proposition

Life style changes

Shift in Product and service preferences

Increase in Young population

Technological:

Technological development for fast billing and the service

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Better applications of information technology in the modern retail industry, like

in supply chain management, store management, point of sale and customer

relationship management

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PORTERS 5 FORCES ANALYSIS

Competitive Rivalry:

• Competition from organized retail chains like Reliance Retail, More , Spencers, D

Mart, Vishal Mega Mart and Hyper City

• The competing firms can quickly adjust prices and make their prices lower than

what Big Bazaar may offer

Threat of New Entrants:

• Domestic conglomerates looking to start retail chains

• International players looking to enter India’s organized retail industry

Threat of substitutes:

• Presence of other organized retail players which offer similar services

Bargaining Power of Suppliers:

• Moderate: As Big Bazaar buys in huge volumes, it tends to get better prices from

the suppliers

Bargaining Power of Buyers:

• Availability of more choice to consumers

• Consumers are very price sensitive

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TOWS BASED ON SWOT

Strengths:

Quality products at low prices (S1)

Store Accessibility(S2)

Wide Product Range (S3)

Weaknesses:

Targets higher middle class segment i.e. there are unexplored population

segments (W1)

Opportunities:

Unexplored segments (O1)

Threats:

Competition from other local organized retailers (T1)

SO (Maxi Maxi)

Big Bazaar offers quality products at lower prices and hence they could adopt the

rapid penetration strategy thus entering and capturing the untapped

segments/markets. (S1O1)

Big Bazaar could deepen pockets in these segments/ markets due to their store

accessibility i.e. their many outlets well located all over the country. (S2O1)

ST (Maxi Mini)

Big Bazaar offers wide product range- consumer durables, FMCGs, apparels, food

and beverages etc. This can help it stave off competition in that it could offer

consumers goods which its competitors may not be offering. It could conduct a

research i.e. a gap analysis with regards to what customers want/need and what

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brands Big Bazaar already stores. They could bridge the gap using in house

brands, product line stretching or widening product line further. (S3T1)

WO (Mini Maxi)

There is a huge untapped market. Big Bazaar could try market diversification. It

could conduct a research on the city/town that it wants to enter into and then

enter the market. Also, Big Bazaar could start some initiative for the rural market

which is a potential warehouse. (W1O1)

WT (Mini Mini)

There is competition from other organized retailers. If Big Bazaar expands into

the huge untapped market they could face competition by increasing revenue

and volumes. Also the brand could increase its store outlets further, by being

present in more market segments, thus being top of mind recall. (W1T1)

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FINDINGS

High competition, and that too highly impactful as the competing firms can

quickly adjust prices and make their prices lower than what Big Bazaar may offer.

(Ref: Porter’s 5 Forces)

International players looking to enter India’s organized retail industry. (Ref:

Porter’s 5 Forces)

Targets middle class segment i.e. there are unexplored population segments

(Ref: TOWS Analysis)

General perception: ‘Low price = Low quality’ (Ref: TOWS Analysis)

Increasing mall culture in India as more people these days prefer to visit big

stores where they can find large variety under one roof. (Ref: TOWS Analysis)

No elite products- designer wear (apparel), high end mobiles (consumer

durables), wines (food) etc. (Ref: TOWS Analysis)

Life style changes leading to a shift in shoping mindset, and consumers being

more convenience minded. (Ref: PEST Analysis)

Shift in Product and service preferences (Ref: PEST Analysis)

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RECOMMENDATIONS

Exploration of unexplored segments by

o Good quality, low prices

o Better range of products

o Enhance brand equity

Diversification to explore unchartered territories

o Hardware Bazaar, Kaanch Bazaar

o Good brand equity

o Stave of competition

Enhancement of shopping experience

o To get more footfalls, by finding newer avenues of keeping the customers

engaged

o By having a play zone for kids (where parents can leave their kids and

shop tension-free)

o Having theme-festivals like Rajasthan Month, Goan Carnival Month etc

Introduction of range of elite product lines

o Quality, high end brands, relatively less expensive

o For high end customers, who are currently not being catered to

o Can highlight the Future Group Association to gain higher brand equity

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CONCLUSION

Big Bazaar turned the tide for organized retail in India. When other retail biggies were

going in the reds, and registering enormous losses, came Big Bazaar with a modest

beginning, and changed the scene in India.

The success story of Big Bazaar is worth learning from.

It highlights the following key success “Mantras”:

1. It is of utmost importance to understand what the customer really wants.

2. Altering the product offering to the consumers local preferences.

3. Highlighting the values/ benefits which are unique to your firm.

4. Quality should not be compromised with, at any cost.

5. Focus on People, they maketh the organization.

6. Develop a strong brand image and equity in minds of the consumer and get their

top of mind recall.

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REFERENCES

Book references:

Retail Management – Levy Weitz

It Happened in India – Kishore Biyani

Winning in the Indian Market - Rama Bijapurkar

We are like that only - Rama Bijapurkar

The Indian Retales - V Rajesh

Web References:

http://pantaloon.futurebazaar.com/indexPantaloon.jsp

http://bigbazaar.futurebazaar.com/indexBigBazaar.jsp

www.rai.net.in

Special inputs by:

Mr. H. Nair – Business Development Manager, Big Bazaar

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