BIG BAZAAR Mission & Vision Future Group shall deliver everything, everywhere, everytime for every Indian

an Consumer the most profitable manner

We share the vision and belief that our customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development. Introduction to Big Bazaar A chain of shopping malls in India currently with 31 outlet owned by Kishore Biyanis Pantaloon Group. Pantaloon Group. Big bazaar is not just another hypermarket. Provides the best products at the best price.

Reflect the look and feel of Indian bazaars at their modern outlets. All over India, Big Bazaar attracts a few thousand customers on any regular day. Target Audience Big Bazaar targets higher and upper middle class customers. The large and growing young working population is a preferred customer segment.

Big Bazaar specifically targets working women and home makers who are the primary decision makers. It is part of Big Bazaars (owned by Biyanis Future Group) new Guerrilla Marketing Strategy. Guerrilla force is divided into small groups that selectively attack the target at its weak points. Wah lah, enter the future and in the world of cut throat competition, corporate use extension of the same strategy in marketinghmmmm never imagined this while we were in our shorts!! Corporate like coke, pepsi, etc have been using the same for quite some time now and the latest entrant is our very own Future Group- Big Bazaar, Pantaloons, Future Bazaar, eZone are all part of this group and they are taking on the biggies like Shoppers Stop, Lifestyle, and Tatas Westside. With retail market in India especially in metros where standard of living and disposable income is at an all time high, competitors will vie for the market share and can stoop to any levels while marketing their products. Guerilla marketing is just one of the strategies and surely one can learn a lot from the ongoing battle, especially people interested in marketing/marketing techniques.

BELOW THE LINE SALES PROMOTION Below the line sales promotions are short-term incentives, largely aimed at consumers. With the increasing pressure on the marketing team to achieve communication objectives more efficiently in a limited budget, there has been a need to find out more effective and cost efficient ways to communicate with the target markets. This has led to a shift from the regular media based advertising. A definition of below-the-line sales promotion given by Hugh Davidson: 'An immediate or delayed incentive to purchase, expressed in cash or in kind, and having only a short term or temporary duration'. Methods of below the line sales promotion 1. Price promotions Price promotions are also commonly known as" price discounting". These can be done in two ways: (1) A discount to the normal selling price of a product, or (2) More of the product at the normal price. Price promotions however can also have a negative effect by spoiling the brand reputation or just a temporary sales boost (during the discounts) followed by a lull when the discount would be called off. 2. Coupons Coupons are another, very versatile, way of offering a discount. Consider the following examples of the use of coupons: - On a pack to encourage repeat purchase - In coupon books sent out in newspapers allowing customers to redeem the coupon at a retailer - A cut-out coupon as part of an advert - On the back of till receipts The key objective with a coupon promotion is to maximize the redemption rate this is the proportion of customers actually using the coupon. It must be ensured when a company uses coupons that the retailers must hold sufficient stock to avoid customer disappointment. Use of coupon promotions is often best for new products or perhaps to encourage sales of existing products that are slowing down. 3. Gift with purchase

The "gift with purchase" is a very common promotional technique. In this scheme, the customer gets something extra along with the normal good purchased. It works best for - Subscription-based products (e.g. magazines) - Consumer luxuries (e.g. perfumes) 4. Competitions and prizes This is an important tool to increase brand awareness amongst the target consumer. It can be used to boost up sales for temporary period and ensure usage amongst first time users. 5. Money refunds Here, a customer receives a money refund after submitting a proof of purchase to the manufacturer. Customers often view these schemes with some suspicion particularly if the method of obtaining a refund looks unusual or onerous. 6. Frequent user / loyalty incentives Repeat purchases may be stimulated by frequent user incentives. Perhaps the best examples of this are the many frequent flyer or user schemes used by airlines, train companies, car hire companies etc. 7. Point-of-sale displays Shopping habits are changing for the people living in metropolitan cities. People prefer big retail outlets like Big Bazaar to local kirana stores. Most of the decisions of buying are taken by the virtue of point-ofsale displays in these retail outlets.

SOME INTERSTING EXAMPLES OF BTL PROMOTION Most of the big brands are following the suit of BTL promotion because of rising prices of media based promotion, advertising clutter and increased impulse purchasing. BTL promotions are gaining popularity among all big companies nowadays considering their effectiveness because of the "individual customer promotion" at a price, which is much lesser than the normal media promotions. Low prices on Wednesday Low prices on Wednesday Concept of Big Day Concept of Big Day Promotional offers School Jao Khushi Khushi

Khushi Ki Barsaat Happy Fathers Day E.g. Big Bazaar's `junk' swap offer Big Bazaar is launching a promotional offer from Saturday, with the slogan, "Bring anything old and take something new". A press release issued by the company says the customer can bring anything old, such as newspaper, and get coupons issued in exchange of the junk. The customer can redeem the coupons before the due date on the condition that he/she shops four times the value of the coupon. The prices fixed by Big Bazaar are: clothes (Rs 200 per kg), newspaper (Rs 25 per kg), plastics/utensils/leather goods (Rs. 75 per kg), footwear/luggage (Rs. 100 per kg), Pet/beer bottles (Rs 15 per kg), tyres (Rs 50 per kg), furniture (Rs 75 per kg) and others (Rs 20 per kg). "This offer will help the housewife clean out the junk while getting a good value for it," says Mr Sanjeev Agarwal, President (Marketing), Pantaloon Retail (India) Ltd. News related big bazaar Future Group to hive off Big Bazaar Kishore Biyani-led Future Group is considering hiving-off its hypermarket format Big Bazaar into a separate company. Managing a $1 billion business already is a challenge, Biyani said speaking to the reporters on Friday, referring to the big Bazaar format, which is expected to generate revenue of $1 billion in the fiscal 2007-08. Big Bazaar is a hypermarket format of the Pantaloon Retail (India) Ltd. The Group expects to increase its revenues to $7-8 billion by 2011, of which Big Bazaar is expected to contribute a large chunk of around $4 billion. It has emerged as the largest retail format of Future Group's retail division. Biyani said that the proposal is at a very initial stage and has to be taken to the board. Currently we have more than 80 Big Bazaars and we are planning to scale it up to 160 by the year end, he said. Highlighting that the company was going to go very aggressive in rolling out the Big Bazaar format, he said that the total floor area by 2011 would scale up to 30 million square feet from the present figure of 10 million square feet. Speaking on the other formats, Biyani said that the group was expecting a revenue of Rs 1,300 crore from the Home Town stores which the company launched last year. The consumer electronics segment is doing extremely well, he said, elaborating that the group was expecting the segment to generate revenue of Rs 2,000 crore by next year Big Bazar to add more stores

After opening its fourth store in Ahmedabad, Big Bazar, the value retailing concept of Pantaloon Retail (India) Ltd, part of the Kishore Biyani-promoted Future Group, on Friday announced its plans to open 75 to 80 new stores across India by June next. Mr Rajan Malhotra, Head of Big Bazar India's Concept Division, told reporters here that the retail chain is going to double the number of stores in Gujarat next year with two more stores planned in Ahmedabad, the 39th store opening in Surat on November 24 with three more in the pipeline and similar stores to be set up in major towns and cities of the State. The 37th store is being opened at Allahabad tomorrow and the 38th at Coimbatore next week, he added.