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Brand Strategy Assignment- I

Submitted by:
Aditi Chauhan- 90
Sadaf Mir- 226
Sector: RETAIL
Retail Industry- Case study.
Traditionally retailing in India can be traced to :

• The emergence of the neighborhood ‘Kirana’ stores catering to the convenience of the consumers

• Era of government support for rural retail: Indigenous franchise model of store chains run by Khadi
& Village Industries Commission 1980s experienced slow change as India began to open up

• Textiles sector with companies like Bombay Dyeing, Raymond's, S Kumar's and Grasim first saw
the emergence of retail chains.

• Later Titan successfully created an organized retailing concept and established a series of
showrooms for its premium watches .

• The latter half of the 1990s saw a fresh wave of entrants with a shift from Manufactures to Pure
Retailers. For e.g. Food World, Subhiksha and Nilgiris in food and FMCG; Planet M and Music
World in music; Crossword and Fountainhead in books.
• Post 1995 onwards saw an emergence of shopping centers, mainly in urban areas,
with facilities like car parking targeted to provide a complete destination
experience for all segments of society.

• Emergence of hyper and super markets trying to provide customer with 3 V’s -
Value, Variety and Volume.

• Expanding target consumer segment: The Sachet revolution - example of reaching

to the bottom of the pyramid.

• At year end of 2000 the size of the Indian organized retail industry is estimated at
Rs. 13,000 crore
Retailing formats in India
The largest form of organized retailing today. Located mainly in metro cities, in proximity
to urban outskirts. Ranges from 60,000 sq ft to 7,00,000 sq ft and above. They lend an ideal
shopping experience with an amalgamation of product, service and entertainment, all under
a common roof.Examples include Shoppers Stop, Piramyd, Pantaloon.

Specialty Stores
Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword,
RPG's Music World and the Times Group's music chain Planet M, are focusing on
specific market segments and have established themselves strongly in their sectors.

Discount Stores
As the name suggests, discount stores or factory outlets, offer discounts on the MRP
through selling in bulk reaching economies of scale or excess stock left over at the
season. The product category can range from a variety of perishable/ non perishable
Multi Brand outlets, also known as Category Killers, offer several brands across a single
productcategory. These usually do well in busy market places and Metros.
Department Stores
Large stores ranging from 20000-50000 sq. ft, catering to a variety of consumer needs. Further
classified into localized departments such as clothing, toys, home, groceries, etc.
Departmental Stores are expected to take over the apparel business from exclusive brand showrooms.
Among these, the biggest success is K Raheja's Shoppers Stop, which started in Mumbai and now has
more than seven large stores (over 30,000 sq. ft) across India and even has its own in store brand for
clothes called Stop!.

Large self service outlets, catering to varied shopper needs are termed as Supermarkets.
These are located in or near residential high streets. These stores contribute to 30% of all
food & grocery organized retail sales. Super Markets can further be classified in to mini
supermarkets typically 1,000 sq ft to 2,000 sq ft and large supermarkets ranging from of
3,500 sq ft to 5,000 sq ft. having a strong focus on food & grocery and personal sales.

Convenience Stores
These are relatively small stores 400-2,000 sq. feet located near residential areas. They
stock a limited range of high-turnover convenience products and are usually open for
extended periods during the day, seven days a week. Prices are slightly higher due to the
convenience premium.
Brand Chosen: Big Bazaar

Reason: It created a revolution in Indian Retail Industry and took all

the smaller players by the storm. After its strong hold for the past several
years, Big Bazaar today is struggling with its sales and there are more and
more retail outlets in the market today.

Task: Launching a new Online shopping

service by Big Bazaar
Methodology Followed:

• Step 1: Introduction about Big Bazaar.

• Step 2: Collection of Advertisements.
• Step 3: Analysis of the Brand.
• Step 4: Idea.
1. Introduction: Big Bazaar

About Big Bazaar Hypermarket

Chain of Departmental Stores
Outlet 100 outlets in India
Located in 70 Cities
Parent group Pantaloon Retail Group (PRIL)
Subsidary of Future Group
Owner Kishore Biyani
Founded 2001
Headquarter Jogeshwari, Mumbai
Industry Retail
Website www.bigbazar.com
Tag Line ‘is se sasta aur achha kahin nahi’

Apparels Farm
Child Care
and Toys

Furniture Chill Station


Fashion and Home and

Jewellery Personal
Electronics Care
•Best pricing throughout the year.

•A choice of more than 20,000 products

•Delivery across more than 1500 cities and towns in India covering around 16,000 pin

•Fast deliveries – tie ups with world leaders in logistics & transportation services

•A dedicated Customer Care helpline for any queries

•Always offering Manufacturer’s guarantee as opposed to Seller’s guarantee, which

most of the other online shopping sites offers “Is Se Sasta Aur Accha Kahin Nahi”

•Talks of Quality and Cost

•Special emphasis on apparels and life style products

•Providing interesting discounts

2. Advertisements:
3. Analysis of the Brand

• Big Bazaar revolutionized organized retail industry in India & was a huge success
from the time of its entry.

• But off late, they have been facing a lot of problems financially. They are unable to
bear the huge costs of the rents as they have huge spaces in prime locations in all tier1,
2 cities along with the salary of the employees.

• When they entered the market, they were the only Organized retailers in the Mall
format. But eventually, there have been MANY new entrants and most of them from
big houses like Reliance (Fresh), Aditya Birla Gp (More), Spencer, Raheja
(Hypercity), etc. Also, Big Bazaar is competing with the unorganized retail sector
in India viz. Kirana Stores who have also tightened their socks.

• Hence, Big Bazaar is facing a massive hit on sales and profits because their USP is
“Accha aur Sasta maal”.
4. Big Idea!

Concept: Ghar Baithe Baithe uthao Big Bazaar ke offers ka anand!

ie Online ordering & recieveing delievery at home!
• People can come to Big Bazaar only
on Holidays are post work in the

• They have to stand in the huge lines

for payment of their bill.

• Status issue!

• Distance from their house- because

of which they end up buying from the
kirana next door.
• A brand new website for online sales of the goods.Offers or Schemes are updated every one minute.

• People can add all that they want to their basket and place the order.

• Only registered members can access this facility.Registered members are those who shop regularly at Big Bazaar and have the Big Bazaar
cards already.

• The goods will be delivered to them at their residence in 2 hours time max.

• The website will allow the members to comment or suggest any requirement.

• Any new customer who wants to be a member will have to deposit a refundable 500 rupees.
• This will make Grocery shopping very easy.

• This is more like a Home delivery system, but noone will be required to attend calls or place calls. One can directly order online without
having to pay.

• Only those orders will be accepted who have given their address proof while registering for the process. This will help avoid the hoax calls.

Big Bazaar offers so much more than grocery- Food, Furniture, Electronic
appliances, etc.

• The website will have the details of latest offers on all goods in Big Bazaar.

• Customers can hold the goods they like for 2 days during which time thye can visit
the outlet and decide for themselves. When a customer holds a good, that will not
be sold to anyone else for the next 2 days.

• A single customer can hold 3 goods at a time of max worth 10,000 Rupees.

• This will give them a reason to visit the outlet and even if they don’t buy the good
they came for, they might end up picking something else!

• With people getting busier by the day it’ll

be an EASY & CONVENIENT option to
shop online.

• Will lead to an increased revenue for the


• Increase in customer base across