IMC Presentation

GROUP 4, SEC - A
Anthony Murmu
Kishlai Kumar
Md Gulfam Ansari
Rituparna Mandal
Sandeep Murmu
Srikanth Balmoori

Big Bazaar, Indore: Introduction

COMPANY
Big Bazaar, Treasure Island, Indore
Introduced in 2005

TARGET AUDIENCE
Middle & upper class

PRODUCT RANGE
Fashion and general merchandise
including Home furnishings, Utensils,
Crockery, Cutlery, Sports goods and
much more

Tagline
Isse Sasta Aur Accha Kahin Nahi

VISUAL MERCHANDISING (VM): DEFINITION

Art of presentation, which keeps the
merchandise in focus
Aims to attract, engage, motivate the
customers towards making a purchase

ELEMENTS OF VISUAL MERCHANDISING

Lighting
Props (mannequins,
Signage
Window Displays
Ceilings
Floorings
Colour

Big Bazaar, Indore: Visual Merchandising

LIGHTING
Most important feature as it highlights
features
If the display requires emphasis on certain
product it can be done through proper
lighting

LIGHTING: BIG BAZAAR

Apparel
Kitchenware
FMCG Products
Secondary Lighting

ANALYSIS
Lighting at Big Bazaar varies from section
to section
No fancy lights were used. Mostly tubelights were used for lighting

PROPS
Used to physically support, decorate, and
change the physical makeup of merchandise
Types: Mannequins, stands, screens, etc.

PROPS: BIG BAZAAR

Mannequins
Stands

ANALYSIS
Most visible element of the store
Could be highly efficient in attracting target
customer
Mannequins will help customer connect with
their personality
Stands supports the mood & the theme of
the section

Big Bazaar, Indore: Visual Merchandising

SIGNAGE
Includes informative and concise signs
and information
Can include price, size, department
location, etc.

SIGNAGE: BIG BAZAAR

Price
Sales Offer
Department
Exits

ANALYSIS
Lead the customers in various sections
in the store
Successful in attracting customers to
various sales offers

WINDOW DISPLAYS
First contact with the customer
Arouses curiosity in the mind of the
customers

WINDOWS DISPLAYS: BIG BAZAAR

Outside

ANALYSIS
Kept it simple
Used lights to highlight individual items
Used bright colour lights
Included products from various product
range
The window is not cluttered (cluttered
window loses its appeal and would hardly
attract any customer)

Big Bazaar, Indore: Visual Merchandising

FLOORING

Moving shoppers through the store,

payment counter, service desks, customer
service facilities
Cluttered aisles creates a bad shopping
experience

FLOORING: BIG BAZAAR

Floor
Aisle

ANALYSIS

Proper space for aisle was provided

throughout the store
Except in FMCG section where not much
space was provided for aisle

Floors were mostly kept neat and clean

Marble instead of tiles could have been
used to be visually more attractive

COLOUR

Effective in creating a mood and influencing

behaviour
Orange is described as a friendly, sociable
colour, exciting, vibrant and filled with
anticipation
Green is described as an alive, cool, and
growing colour

COLOURS: BIG BAZAAR

Big Bazar: Orange

Vegetables: Green
Apparels (Mens): Blue

ANALYSIS

Different colours were used for different

departments

Big Bazaar, Indore: In Store Promotion

IN STORE PROMOTION: DEFINITION
In-store promotion is a marketing strategy that is meant to
bring people into the store and to purchase specific items
that are part of the in-store promotion
Designed to take advantage of peoples tendency to
purchase products impulsively

AIM FOR IN STORE PROMOTION

to
to
to
to
to

create brand awareness

build brand equity in-store
drive traffic into the store
eliminate too much stock
create additional revenues

However, with the prevalence and over-saturation of instore promotions, brand messages may actually be diluted,
rending them potentially ineffective.

IN STORE TACTICS

Signs
Banners
Coupons
Cards
Pamphlets
TV screens
Product display
Competitions/contests

PRODUCT RANGE
FMCG products(brands of HUL and P & G as well
as private levels
Apparels( Lee, Duke, DJ&C)
Cereals Pulses ( mostly private labeled)

Big Bazaar, Indore: In Store Promotion

Analysis:
Product Display:
placed prominently in the middle or end of the aisle
front of the store near cash registers to leave a lasting impression as customers prepare to exit the
store.
Demonstration of products:
to see a product in action or experience the product first-hand in case of cosmetic brands like
Loreal eyeliner, nail polish, Mascara etc.
Competitions/store quiz contests: offering holiday contests and sweepstakes
offering various discounts, sale like Spend Rs2000, Get a Rs100 Gift Card
The promotion in billing coupons is also cleverly done by Big Bazar to purchase or visit store for
repurchase.
The Combo offers like buy 2 get 1 free also helps in bulk purchase of FMCG goods such as detergents,
soaps, hand washes etc.
This kind of discounts prompts consumers to purchase the majority of their products unplanned, and is
effective in-store promotion

Big Bazaar, Indore: Point Of Sales

POINT OF SALE PROMOTION

Theme Setting Display

POS promotions is a unique form of promotion that

involves distinctive promotions at the shelf space
and at the checkout counter

Assortment
display

Display-open

and

closed

It refers to an open or closed display in which a

retailer exhibits a wide range of merchandise for
the retail traffic

Assortment Display: Big Bazar

Gillette, bakery products and some cosmetic
products are closed display, and most of the
products are on open display

Analysis
Perishable products and cosmetic products were
used in closed display to prevent unwanted
connection

Customize display theme as per occasion

Very effective during festival

Theme Setting Display: Big Bazar

Christmas in men`s apparel
Blue color was chosen for background
Stands were used to depict Christmas tree

Analysis
Big Bazar follow theme setting Display to
follow current trends
Easy way of promotion by associating with
festive mood

Big Bazaar, Indore: Point Of Sales

Rack Display
Racks display are a basic necessity for
any retail store

Rack Display: Big Bazar

Most of the products follow rack
display model in Big Baazar

Analysis
Visibility increases because of rack
display, proper space utilized
Products are arranged according to
their brands or products category for
easy accessibility

Case Display
A display case (also called
a showcase or display cabinet, or
a vitrine) is a cabinet with one or
often more transparent glass sides
and/or top, used to display objects for
viewing

Case Display: Big Baazar

Jewelry, Ponds, Dove, and other
cosmetic products

Analysis
Display cases are often designed for
distinct visibility and security

Big Bazaar, Indore: Point Of Sales

LIGHTBOXES
One of the most distinctive
features of POS promotions; at
entry gates and checkout counters
AT SHELF SPACE: BIG BAZAAR
Distinctive display of brands being
promoted; on the top of the shelf
Premium products at prominent
places; high visibility
ANALYSIS:
Through shelf space; High visibility,
and easy accessibility

AT THE CHECKOUT COUNTER: BIG

BAZAAR
Promotions of Big Bazaar (self
promotions)
Banner promotions of Bank
Exclusive promotion of pet care
Promotion of small fmcg items like
Maggi, Act-II popcorn, chips, dish
scrubber

ANALYSIS:
High promotion near checkpoint because
of high visibility at the time of billing