Retail and Branding Strategy of Big Bazaar

1. Retail Strategy and
Retail Branding
Ninad Sankhe
Akshay Kuvar
Alok Kumar
Harshvardhan Singh

3. Flow of Presentation
• Store Introduction and
Location
• Store Design
• Product Strategy
• Merchandising
• Visual Merchandising
• Pricing strategy
• Branding: Retail
Branding for Private
Label vis-a-vis Brands
• Promotion Strategy

4. Store
• Store Name: Big Bazaar
• Location: Maxus mall,
Bhayander West, Thane
• Parent company: Future
group
• Industry: Retailing
(Hypermarket)

5. Segmentation, Target & Positioning
• Price sensitive groups, Young working
Population, Working women and Home makers.
Segmentation
• Upper middle class and lower middle class
Target
• Big Bazaar is every family's favorite retail store
Positioning

6. Store Specification, Design and
Layout
• Area – 100000 sq. ft.
• Floors - 2
• No of employees - 110
• Average Salary – Rs. 10k-
15K
• Appraisal – Rs. 1000 –
2000
Yearly.(Performance)
• Rent/Lease – Rs. 5 lacs per
month, 5 years (Renewed)
• Electricity Bill – Rs. 3.5
lacs (Monthly)

7. Store Specification, Design and
Layout
• Layout and Design: Planogram
Store Design (Space and
Display convenience)
• Fixtures: Horizontal Racks,
Four way fixtures, Gondolas
and Wall Fixtures

8. Product Mix
Produc
t Mix
Apparel
s
Electronic
s
Fashion
and
jeweller
y
Chill
stations
Food
Furnitur
e
Home
and
personal
care

9. Merchandising
• Based on the segmentation
and target market.
• The SKU’s are determined
on the sale of the maximum
selling unit
• Selling space is compared
with the space occupied by
merchandise.

10. Visual Merchandising
Idea Oriented Presentation:
• Different section of apparels having all
types of apparels for men, women, kids
etc.
• Different section for electronic goods,
toiletries products, etc.
Colour Presentation:
• Warm colors like red and yellow to
produce vibrant, emotional and hot
active response.
• Cool colors white and blue to have a
peaceful, gentle and calm effect.

11. Visual Merchandising
Music:
• Control the pace of store traffic,
create an image and attract or
direct consumer attention.
Lightning
• Highlight merchandise and
structure space in efficient way.
It captures a light mood of
customers.
Fixtures
• Straight rack to hold lots of
apparels
• Gondolas are good for food and
grocery

12. Pricing Strategy
Value Pricing
• Promotional Pricing
• Low Interest Financing
Differentiated pricing
• Time Pricing
Bundling

13. Value Pricing
Promotional Pricing:
Big bazaar promises its
consumers the lowest
available price without
coupon clipping, waiting
for discount promotions or
comparison shopping.
• Low Interest Pricing

14. Differentiated Pricing
Time Pricing
Time-based pricing is a special
case of price discrimination in
which producers charge different
rates for a given good or service
depending on the time, day,
month, and so on.
E.g.
• Wednesday Bazaar
• Festive Season Pricing
• Special Offer Period pricing
• Sabse Sasta Din

15. Private Labels at Big bazaar
Product Brand Name
Sugar Renuka
Ghee Fresh and Pure
Detergent Clean Mate
Electronics Koryo
Apparel John Miller, DJ&C

16. Brands at Big bazaar
Product Brand Name
Sugar Madhur, Blue Bird
Ghee Gowardhan, Britania
Detergent Nirma, Wheel, Ariel,
Ghadi
Electronics LG, Whirlpool
Apparel Lee Cooper, Levis

17. Ratio in terms of SKU’s for Private
labels vis-à-vis Brands
Product Type Private Labels (%) Brands(%)
Apparels 80↑ 20
Electronics 50 50
Food 25 75↑
Jewelleries 90↑ 10
Personal care 25 70↑

18. Branding (PRIVATE LABELS)
• From previous slide it was
observed at store
Promotion of offers and sale
through announcements, Wall
hangings and Sales people in
private labels were more in
Apparels, jewelleries and
electronics.