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Brand Audit



Submitted by :
Gargi Choudhary
pgp29048
Contents
Overview: ................................................................................................................................... 3
Recent Changes: ..................................................................................................................... 3
Portfolio: ................................................................................................................................. 3
Target Market: ........................................................................................................................ 4
CBBE Model for Big Bazaar: .................................................................................................... 4
Salience: ................................................................................................................................. 4
Imagery: .................................................................................................................................. 5
Performance: .......................................................................................................................... 5
Feelings: ................................................................................................................................. 5
Resonance: .............................................................................................................................. 6
Brand Positioning....................................................................................................................... 6
Target Market: ........................................................................................................................ 6
Point of parity: ........................................................................................................................ 6
Point of difference: ................................................................................................................. 6
Competitive Frame of Reference: .......................................................................................... 7
Brand mantra: ......................................................................................................................... 7
References: ............................................................................................................................. 8







Overview:
Big bazaar is the biggest hypermarket chain in India. It was founded in 2001 and is a part of
futures group. Future Value Retail Ltd was recently amalgamated with its parent company
Pantaloons Retail Ltd. Future Value Retail Ltd was the leading player in retailing in India in
2013 with a marginal value share.
Recent Changes:
Future Values value share in retailing increased over the course of 2013. This was mainly
due to the rising number of Future Value consumers switching to private label, especially for
non-grocery items, during 2013.
Portfolio:
The company operates under four separate retail brands: Big Bazaar, Food Right,
Food Bazaar and KBs Fair Price. Here is a rough overview of the variety of products offered
at big bazaar.





Target Market:
All of these retail brands cater primarily to low-income and middle-income consumers and
offer a wide range of grocery and non-grocery items. The company positions itself as an
inexpensive retailer of high-quality grocery and non-grocery products for daily use.
Future Value Retail Ltd: Competitive Position 2013
Channel
Retail value
share Rank
Retailing 0.4% 1
Grocery retailers 0.7% 1
Modern grocery retailers 39.1% 1
Hypermarkets 70.5% 1
Supermarkets 5.6% 5
Internet retailing 0.0% 15
Source: Euromonitor International
CBBE Model for Big Bazaar:

Salience:
Looking at the fact that it is a hypermarket with the highest presence in India the width and
depth of awareness is quite good.
a. The main target segment for big bazaar is the middle and the upper middle class; not
forgetting the struggling class constituting workmen with lower incomes. Taking
numbers into consideration they serve the mass segment rather than a niche one.
b. Being a retail store the product portfolio offered by them is quite wide in fact it covers
everything via its Furniture Bazaar, Electronic Bazaar, Food Bazaar, Fashion bazaar
etc.
The brand captures a share of peoples mind when it comes to easy and cheap shopping
experience. So looking at variety of products and the huge target segment it can be said that
the awareness level is quite high. Hence the following facts can be concluded:
1. Medium Brand Salience (medium recall & Recognition)
2. Good Position in the retail category
3. High depth and breadth
Imagery:
Since the target segment is more price sensitive so Big Bazaar focuses on providing lots of
discounts and hence cheap prices. Due to its famous discount schemes like 'Hafte Ka Sabse
Sasta Din and Maha Bachat offer the image of Big Bazaar has been that of a store which
gives the customer the power to save the most. Often the cheap prices of a product are
perceived as a tactic to hide bad quality. So it is not considered a high quality hypermarket by
the higher income segment but works fine with the lower one. The image can be listed as
below:
1. Cheaper Products
2. Gives the power of saving money
Performance:
Considering the fact that the target segment is not very quality focussed group looking at the
price at which big bazaar offers products it can be concluded that:
Quality products: The quality is considered average or good as per the price offered.
Value for money: The consumers feel that the products quality is suited with the
price attached to it.
Reliability: Products for home-making purposes are considered reliable also the
electronics segment offered by them is considered good by the target segment.
Feelings:
When a customer saves money or is given a power to save more the feelings are positive.
a. Fun
b. Excitement
c. Satisfaction
d. Being Responsible
Judgement:
Taking struggling class into consideration the products offered by the firm are perceived as:
1. Credible.
2. Better quality at the price at which they are offered.
3. Strong association of the brand with the users.
4. Perceived as low quality by the higher income segments.
Resonance:
Behavioural loyalty: For the target segment the loyalty is quite high. Because of the
cheaper prices and the huge amount of discounts offered at big bazaar it is really hard
for the consumers to resist the prices and switch to other hypermarket.
Attitudinal attachment: The main reason for shopping here is out of necessity and
not positive attitude towards the brand. Less personal Attachment.
Sense of community: Sense of community is high. As the target segment is not that
diversified and is dedicated to a particular income group which is a majority in a
country like India.
Active engagement: The engagement is quite low as the target group focuses on
cheap prices and may shift to any other store if they find that they are saving more
money there. They do not invest much time or effort to seek information about any
upcoming event/news of the brand.
Brand Positioning
Target Market: Low and middle income segment
Point of parity: Availability of a wide variety of product at one place. A much diversified
portfolio enables consumers to shop all what they want at one place. It is really easy and
provides spatial convenience for the consumers.
Point of difference:
1. The Great Exchange Offer
2. Sabse Saste Teen Din
3. Wednesday Bazaar (Hafte ka sabse Sasta Din)
4. Loyalty programmes
Promotional Pricing &
Advertising Campaigns

Competitive Frame of Reference:
It projects itself as a hypermarket which offers the best prices also the offers that they give
are value for money as per the consumers.
Brand mantra:
With a slogan of "Is se sasta aur accha kahin nahi!" ("Nowhere cheaper or better than this!"),
the Big Bazaar targets itself directly at the average Indian's love of following the crowd and
scrambling for a good discount.

References:
a. AJITHA SHASHIDHAR (Nov 12 2011) The Future of Future, Retrieved on
06/10/2014 from: http://www.outlookbusiness.com/printarticle.aspx?278892
b. CNBC-TV18 (Mar 15 2014) Big Bazaar launches India's largest mktg campaign ,
Retrieved on 06/10/2014 from: http://www.moneycontrol.com/news/business/big-
bazaar-launches-indias-largest-mktg-campaign_1054235.html
c. Future Group Official Website, Retrieved on 08/10/2014 from:
http://www.futuregroup.in/businesses/bbpc.html
d. Purvita Chatterjee (Apr 15 2008) Big Bazaar looks to position itself as value
retailer, Retrieved on 08/10/2014 from:
http://www.thehindubusinessline.com/todays-paper/tp-marketing/big-bazaar-
looks-to-position-itself-as-value-retailer/article1621637.ece
e. PTI (Jul 29 2014) Big Bazaar to connect the masses through kabaddi Retrieved on
06/10/2014 from: http://articles.economictimes.indiatimes.com/2014-07-
29/news/52186981_1_big-bazaar-kabaddi-akshay-mehrotra
f. SEGMENTATION TARGETING & POSITIONING-DEFINING PRODUCT
LINES Retrieved on 06/10/2014 from: http://www.mbaskool.com/business-
articles/marketing/4538-segmentation-targeting-and-positioning.html