Presented by:

Abik paul
Ankit kumar
jaiswal
Abijeet kute

Introduction
First store opened in Kolkata and then with in 22 days other stores were opened in
Hyderabad and Bangalore
Introduced by pantaloons Retail(India) ltd in 2001
In 2006-07 ,27 new store were launched in 22 cities
By may 2008 , 89 big bazar spread across country

Pantaloons retail India)ltd background

In 1987, was incorporated as Manz Wear Private Limited
In 1991, became Public Limited and was renamed Pantaloons Fashions
(India) Limited
In 1999, was again renamed as Pantaloons Retail (India) Limited
1987-1993, launched three successful brands Pantaloons trouser, Bare denims
and John Miller Shirts
1994-1998, the company introduced the concept of the Pantaloons Shoppe, an
exclusive mens wear retail store
In 1997, company moved to large format lifestyle retailing by opening Family
stores

The strategy
To offer value to the customers
As the store would offer a large mix of products at a discounted price, the name Big Bazaar was
finalised

Price was the basic value proposition at Big Bazaar

Prices of the product were 5 to 60 lower than the market price.

Selecting the Right Location
They open stores within the cities

In 2008 big bazar signed MS dhoni ,the youth icon of India, as its brand ambassador
Big bazar focus on the kanjussi culture

The merchandise mix

Big Bazaar stocked about 1,30,000 items in over 20 product categories
The classification was done in terms of apparel and non-apparel
In the first year, apparel accounted for 70% of the off-take.
The price ranged from Rs.99 to Rs.799

Also launched Food Bazaar in the first year of operations.

Pricing strategy
Value Pricing and maintenance of good quality were the key factors
influencing the pricing decision.

Price that will offer value to the customer was first determined.

FOOD BAZAR

Launched in 2002 and it was modelled on Indian mandi.

Processed Food & Non Food ( contributed 60%)

Dry Staples (contributed 30 %)

Wet Staples (contributed 10%)

Managing supply chain

Distribution is decentralized.
Warehouse attached to each store.
Initially, the stock turnover was three month which is now down to two
month.

Organization structure of big bazar

Structure is flat in nature
Division are apparel, non apparel and the new business division
which include gold, footwear1800 people work for Big Bazaar
directly.
Another 400 people for support and ancillary services.
Training program for new employee.

Evaluation is done every six month.

Encouraging loyalty

Launched the Big Bazaar ICICI bank co-branded credit card.

On purchase of Mrs 1500 or more, customer has the option of
making payment by three EMI with out any charges.
For every Mrs 100 spent on shopping, 4 reward points are
rewarded
Free home delivery to card holders.

Conclusion
As most of the retail industries did market research before
entering into market same thing was done by big bazaar.
Location, market, consumer
perception analysis was done was done by big bazaar. In one
year much more diversification was done in it. And to retain
customers they use many loyalty programs and I.T. techniques
were used.