Marketing Mix of Big Bazaar and 7Ps (Updated 2024)

The Marketing mix of Big Bazaar analyses the 7Ps of Big Bazaar which includes the Product, Price, Place, Promotion, people, physical evidence and process of Big Bazaar marketing. Big Bazaar is an Indian retail chain of hypermarkets, discount department stores, and grocery stores. Founded in 2001 by Kishore Biyani under his parent organization, the Future Group, headquartered in Mumbai, Maharashtra. Big Bazaar offers various products under one roof, including clothing, food, household items, and much more. It aims to provide an affordable shopping experience to customers by offering goods at discounted prices, especially during special promotions and festive seasons. Over the years, Big Bazaar has become one of India’s most recognizable retail brands, with outlets spread across various cities and towns, catering to millions of Indian consumers.

About Big Bazaar

• Type: Hypermarket
• Industry: Retail
• Founded: 2001
• Founders: Kishore Biyani
• Headquarters: Mumbai, India
• Area served: India
• Current CEO: Niladri Dasgupta
• Number of employees: 100,000 (2022)
• Major Products: Groceries, electronics, apparel, home goods, and more

Big Bazaar Product Strategy

Big Bazaar offers a wide range of products, which range from apparel, party clothing, food, farm products, furniture, childcare, toys, etc, of various brands like Levis, Allen Solly, Pepsi, Coca-Cola, HUL, ITC, P&G, LG, Samsung, Nokia, HP, etc.

The product mix of Big Bazaar is extensive and diverse, with discount stores catering to a wide range of customer needs across various categories.

The new Product Mix of Big Bazaar in 2024 is as follows (Source).

1. Food and Grocery: This includes staple foods, fresh fruits and vegetables, dairy products, bakery items, snacks, packaged foods, beverages, and confectionery.
2. Apparel and Accessories: Big Bazaar offers clothing for men, women, and children, including ethnic wear, casual wear, formal wear, sportswear, and accessories like belts, bags, and footwear.
3. Home Furnishings and Furniture: This category includes bed linen, curtains, towels, cushions, and furniture items such as sofas, beds, dining tables, and chairs.
4. Kitchenware and Home Appliances: This includes cookware, kitchen appliances, crockery, utensils, and electrical appliances like mixers, blenders, toasters, and microwaves.
5. Electronics: Big Bazaar also offers a range of consumer electronics and gadgets, including mobile phones, laptops, televisions, and home entertainment systems.
6. Toys and Stationery: This includes educational toys, games, stationery items, and school supplies for children.
7. Personal Care and Beauty Products: This category comprises skincare, haircare, cosmetics, fragrances, and personal hygiene products.
8. Sports and Fitness Equipment: This includes sports goods, fitness equipment, and outdoor gear.
9. Luggage and Travel Accessories: Offering a range of suitcases, travel bags, backpacks, and travel accessories.

Big Bazaar Place Strategy

The Big Bazaar stores are operational across three formats — hypermarkets spread over 40,000-45,000 sq ft, the Express format over 15,000-20,000 sq ft, and the Super Centers set up over 1 lakh sq ft. Big Bazaar operates in over 34 cities and towns across India, with 116 stores. Apart from the Metros, these stores are also doing well in the tier II cities. These stores are usually located in high-traffic areas. Big Bazaar aims to start stores in developing regions to take an early advantage before the real estate value booms. Mr. Biyani plans to invest around Rs 350 crore over the next one-year expansion of Big Bazaar. In order to attract customers and gain a competitive advantage, Big Bazaar has also launched a website, www.futurebazaar.com, which helps customers to order products online, which will be delivered to their doorstep. This helps in saving a lot of time for its customers.

Here’s Big Bazaar’s place strategy.

1. Strategic Location Selection: Big Bazaar stores are strategically located in both urban and semi-urban areas, primarily in high-footfall locations such as shopping malls, standalone properties, and city centers, making them accessible to a wide range of customers.
2. Nationwide Presence: With hundreds of stores across India, Big Bazaar has established a significant nationwide presence, ensuring that customers from different regions have access to their offerings, thereby enhancing the brand reach and customer base.
3. Focus on Convenience: Many Big Bazaar stores are designed to provide easy navigation and a convenient shopping experience, with ample parking space, which is a critical factor in attracting and retaining customers.
4. Omnichannel Approach: Big Bazaar has adopted an omnichannel retail approach, integrating physical stores with an online shopping platform. It enables customers to purchase products online and deliver them to their homes or from the nearest store.
5. Localized Product Offerings: Understanding the diverse consumer base, Big Bazaar often tailors its product offerings to cater to the local tastes and preferences of the area where a store is located, thereby increasing relevance and appeal to the local customer base.

Big Bazaar Pricing Strategy

Big Bazaar employs a multifaceted pricing strategy to attract a broad customer base while ensuring competitiveness in the conscious retail market segment. Here’s a breakdown of its key pricing strategies.

1. Everyday Low Pricing (EDLP): Big Bazaar adopts the EDLP strategy, which ensures that products are offered at consistently low prices compared to the market rates. This strategy builds customer trust and encourages frequent visits, as customers are assured of value for money without special sales or promotions.
2. Promotional Discounts and Offers: To drive foot traffic and increase sales volumes, Big Bazaar frequently runs promotional campaigns offering significant discounts, buy-one-get-one-free deals, and festival discounts. These promotions are strategically timed to coincide with peak shopping seasons, enhancing the store’s appeal and encouraging bulk purchases.
3. Psychological Pricing: Big Bazaar often employs psychological pricing tactics, such as pricing products just below a round number (e.g., Rs. 99 instead of Rs. 100) to make prices appear more attractive to customers. This strategy is aimed at improving the perceived value of deals.
4. Private Label Pricing: With its range of private label brands across various categories, Big Bazaar can offer lower prices than national brands. These private labels are priced competitively, offering customers budget-friendly alternatives without compromising quality.
5. Dynamic Pricing: Leveraging data analytics, Big Bazaar sometimes adjusts prices based on demand, competition, and inventory levels. This dynamic pricing strategy allows Big Bazaar to remain competitive and maximize margins while passing on savings to customers whenever possible.
6. Value Packs and Bulk Purchase Discounts: Big Bazaar offers value packs and discounts on bulk purchases to encourage larger basket sizes. This strategy provides value to customers looking to stock up and enhances inventory turnover.

Through these pricing strategies, Big Bazaar effectively balances competitiveness with profitability, positioning itself as a value-for-money shopping destination that caters to the diverse needs of its customer base. This approach to value pricing drives sales and builds a loyal customer base by offering perceived value, affordability, and convenience.

Big Bazaar Promotion Strategy

The various discount promotions and promotion schemes used at Big Bazaar include:

• “Saal ke sabse saste 3 din”
• Hafte ka sabse sasta din “Wednesday bazaar”
• Exchange Offers “Junk swap offer”
• Future card(3% discount)
• Shakti card
• Advertisement (print ad, TV ad, radio)
• Brand endorsement by M.S Dhoni and Asin

Big Bazaar has developed a marketing strategy with three catchy lines written on hoardings taking on biggies like Westside, Shoppers Stop, and Lifestyle. They are:

• “Keep West- aSide. Make a smart choice!”
• “Shoppers! Stop. Make a smart choice!”
• “Change your Lifestyle. Make a smart choice!”

Some Recent Video ads and Print ads for Big Bazaar are:

Big Bazaar People Strategy

The “People” component of the Service Marketing Mix is crucial for retail chains like Big Bazaar, as it directly influences customer experience and satisfaction. Here are some key aspects related to the “People” element in the context of the Big Bazaar marketing mix:

1. Staff Training and Development: Big Bazaar invests significantly in training and developing its staff to ensure high levels of customer service. Employees undergo regular training programs to enhance their product knowledge, customer service skills, and efficiency in handling operations. This focus on training ensures that the staff can provide informed assistance to customers, manage store operations smoothly, and resolve any issues promptly.
2. Customer-Centric Approach: The employees at Big Bazaar are trained to adopt a customer-centric approach, aiming to understand and meet customer needs effectively. From the sales floor staff to the cashiers, every employee is encouraged to be attentive, helpful, and responsive to customer inquiries and complaints, which enhances the shopping experience.
3. Diverse Workforce: Recognizing the diversity of its customer base, Big Bazaar employs a diverse workforce. This diversity in its employees helps cater to customers’ needs from different cultural, linguistic, and demographic backgrounds, making the shopping environment more inclusive and welcoming for all.
4. Employee Empowerment: Big Bazaar empowers its employees by giving them the authority to make confident decisions on the spot, especially in matters related to customer service. This empowerment enables staff to address customer issues more efficiently and effectively, leading to quicker resolution of complaints and higher customer satisfaction.
5. Role of Leadership: The leadership at Big Bazaar plays a vital role in shaping the company’s culture and customer service standards. Leaders within the organization emphasize the importance of customer satisfaction, leading by example, and fostering an environment where service excellence is valued and rewarded.

Big Bazaar Process Strategy

Big Bazaar places a lot of importance on the process from the purchase to the delivery of goods. Customers can add the products they want to purchase to their trolley from the racks when they enter the stores. There are multiple counters and retail stores where bills can be generated for purchases made. Big Bazaar also provides delivery of products over purchases of Rs. 1000.

The “Process” component of the Service Marketing Mix refers to the procedures, mechanisms, and flow of activities by which services are consumed. In the context of Big Bazaar, the “Process” aspect plays a crucial role in delivering customers a seamless and efficient shopping experience. Here are several key elements that outline Big Bazaar’s approach to its service marketing strategies and processes:

1. Streamlined Store Layout and Navigation: Big Bazaar stores are designed with a clear and logical layout, allowing customers to navigate the store quickly and find products without hassle. Categories and sections are marked, and products are well-organized, facilitating a smooth shopping process.
2. Efficient Check-Out Processes: To minimize wait times and enhance customer satisfaction, Big Bazaar has implemented efficient check-out processes. This includes multiple payment counters, dedicated express check-out lanes for small purchases, and technology integration to speed up billing and payment procedures.
3. Inventory Management and Stock Replenishment: Big Bazaar employs advanced inventory management systems to ensure that products are available and stock levels are maintained. This process includes regular inventory checks and a responsive supply chain to quickly replenish sold-out items, ensuring customer demand is consistently met.
4. Customer Service and Support: Big Bazaar has established clear procedures for customer service and support, including in-store assistance, customer care helplines, and online support channels. These processes are designed to efficiently handle inquiries, feedback, and complaints, ensuring customer issues are resolved promptly and satisfactorily.
5. Use of Technology: Big Bazaar has incorporated technology into its processes, such as mobile apps, self-service kiosks, and online shopping platforms, to enhance the shopping experience. These technological tools enable customers to shop online, check product availability, and access promotional offers, making shopping more convenient and personalized.
6. Safety and Hygiene Protocols: Given the importance of safety and hygiene, especially in food and grocery retail, Big Bazaar has implemented strict protocols for cleanliness, product handling, and in-store safety. These processes are crucial for ensuring customer trust and satisfaction.
7. Feedback and Continuous Improvement: Big Bazaar has mechanisms for collecting customer feedback, whether through in-store surveys, online platforms, or social media channels. This feedback is used to continuously refine and improve service processes, ensuring that the store evolves to meet customer expectations better.

Big Bazaar Physical Evidence Strategy

Products in Big Bazaar are adequately stacked in appropriate racks. There are different departments in the store which display different prices for similar kinds of products. Throughout the store, there are boards/written displays put up that help identify a product’s location. Moreover, boards are put up above the products, giving information about their prices and offers. Big Bazaar stores usually are ‘U shaped’ and well planned & designed.

The “Physical Evidence” component of the Service Marketing Mix refers to the environment in which the service is delivered, where the firm and customer interact, dress materials, and any tangible elements that facilitate the performance or communication of the service. For Big Bazaar, physical evidence is essential to its retail strategy, as it directly influences customer perceptions and experiences. Here are several critical elements of physical evidence for Big Bazaar:

1. Store Design and Layout: Big Bazaar’s stores are designed to be spacious and welcoming, with clear signage and a logical layout that facilitates easy navigation. The store layout is strategically planned to enhance the visibility of products and offers, encouraging customers to explore different sections. This design and layout are evidence of Big Bazaar’s commitment to providing a comfortable and convenient shopping experience.
2. Branding Elements: The use of consistent branding elements, such as the logo, colors, and in-store visuals, across all Big Bazaar stores creates a strong brand identity. These elements are visible in store facades, shopping bags, uniforms, and promotional materials, helping to reinforce brand recognition and trust among customers.
3. Cleanliness and Maintenance: The cleanliness of the stores, well-maintained shelves and displays, and orderly product presentation are critical forms of physical evidence. They reflect Big Bazaar’s standards for quality and hygiene, essential in sections like food and groceries.
4. Technology and Infrastructure: Integrating technology, such as digital price tags, self-checkout counters, and interactive kiosks, is evidence of Big Bazaar’s investment in enhancing the customer shopping experience. This also reflects the brand’s commitment to keeping pace with technological advancements.
5. Ambience: The overall ambience of Big Bazaar stores, including lighting, music, and temperature control, is carefully curated to create a pleasant shopping environment. This ambiance plays a significant role in enhancing customer comfort and extending the duration of store visits.
6. Customer Service and Interaction Points: The presence of knowledgeable and friendly staff, customer service desks, and feedback stations within the store are tangible elements that demonstrate Big Bazaar’s focus on customer satisfaction and service quality.
7. Marketing Collaterals: Physical evidence also includes marketing collaterals like brochures, flyers, and posters within the store, highlighting current promotions, offers, and new product launches. These materials help in communicating value propositions and enhancing customer engagement.

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