The document discusses marketing strategies for three Indian retail brands: Big Bazaar, WestSide, and Globus. It provides an introduction to each brand and discusses their 7P analyses, products, pricing, placement, promotion, people, processes, and physical evidence. For Big Bazaar, it outlines the company's history and covers their taglines, pricing techniques, store features, product ranges, SWOT analysis, and advertising approaches. For WestSide, it discusses their mission, market research, retail layout, and promotion. For Globus, it summarizes the brand's history, vision, goals, brands, and competitors.
5. Big Bazaar
• Kishore Biyani led the company’s foray into
organized retail with the opening up of the Big
Bazaar in the year 2001.
• It is a unit of Pantaloon Retail (India) Ltd and
caters to the Great Indian Middle Class.
• It was started as a hypermarket format in
Mumbai with approx. 50,000 sqft of space.
• Its values and missions are to be the best in Value
Retailing by providing the cheapest prices and
hence goes the tag-line
• “Is se sasta aur achcha kahin nahin”
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6. 7P Analysis of Big Bazaar
• 7P Marketing Mix is more useful for services-industries
and knowledge intensive industries. Successful
marketing depends on number of key issues.
• Product: Big Bazaar offer a wide range of products
which ranges from Apparels, food, farm products,
furniture, child care, toys etc. (Exhibit-7)Products of all
the major brands are available at Big-Bazaar(Exhibit-8).
Also, there are many in house brands promoted by Big
Bazaar. Big Bazaar sold over three lakh pairs of jeans,
50,000 DVD players and 25,000 microwave ovens. In
all, the fashion, electronics and travel segments made
up about 70% of sales. Last year, these categories
made up only about 60%.JBIMS MIM 2015-18
7. • Price: The tag line is “Is se sasta aur accha aur
kahin nahi”. They work on the model of
economics of scale. There pricing Objective is
to get “Maximum Market Share”. The various
techniques used at Big Bazaar are:
• Value Pricing: EDLP (Every Day Low Pricing):
Big Bazaar promises consumers the lowest
available price without coupon clipping,
waiting for discount promotions, or
comparison shopping.
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8. • Promotional Pricing: Big Bazaar offers financing at
low interest rate. The concept of Psychological
discounting (Rs 99, 49 etc.) is used as
promotional tool. Big Bazaar also caters on
Special Event Pricing (Close to Diwali, Gudi Padva,
and Durga Pooja).
• Differentiated Pricing: Time pricing i.e. difference
in rate based on peak and non-peak hours or days
of shopping is also a pricing technique used in
Indian Retail which is aggressively used by Big
Bazaar.
• Bundling: Selling combo-packs and offering
discount to customers. The combo packs add
value to customer. JBIMS MIM 2015-18
9. The salient features
of big bazaar are
• Well trained staff, the staff employed by Big-Bazaar are well-
suitable for modern retail.
• Well dressed staff improves the overall appearance of store.
• Employees are motivated to think out-of-box. Retail sector is in
growth stage, so staff is empowered to take innovative steps.
• Employ close to 10,000 people and recruit nearly 500 people every
month.
• Use of technology like scenario planning for decision making.
• Multiple counters for payment, staff at store to keep baggage and
security guards at every gate makes a customer friendly
atmosphere.
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13. Advertising: The essential
of brand building Process
• Advertising is an essential component of brand
building. The advertisement and brand building is done
through various ways, the techniques used are:
• Tag line:
• Big Bazaar tag lines are the key components of
advertising. These tag lines are modified according to
demographic profile of customers. These catchphrases
appeared hoardings and newspapers in every city
where Big Bazaar was launched. Everybody understood
and connected easily with these simple one-liners. The
catch liners includes “Chane ke bhaw kaaju”, “Rui er
dame illish”, “Stall ke bhaw balcony” etc.
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14. • Print Ads:
• Big Bazaar news paper advertisements are present just
before launch of any new scheme. This creates aura
about the Big Bazaar brand in the minds of customer.
• TV Ads:
• Kishore Biyani spends a lot amount of money in brand
building exercise. Big Bazaar commercials are shown on
various channels in India. Presently, Fashion @Big
Bazaar commercial is aired.
• Road side advertisements:
• Big Bazaar billboards are displayed on prime location
in various cities as a brand building exercise. They
display the catchphrases and now days.
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15. • Radio Ads:
• This technique is used at cities like Sangli (tier 1 / tier 2 cities).Now
a days it is replaced by advertisements on FM channels. This
informs customers about the all new happenings at Big Bazaar.
• Fashion shows:
• “FASHION @ BIG BAZAAR - Desh Badla, Bhesh Badlo” is the latest
invention of the Indian iconic brand. In an effort to take the Fashion
to the masses, Big Bazaar, the flagship hypermarket brand of retail
chain of Future Group,organized a three-day Fashion Show on the
streets of Bandra, Mumbai.Brand Endorsement by celebrity: Big
Bazaar is always associated with celebrities for advertising and
marketing of its Brand-name. The current campaign is starred by
Brand Ambassador and Indian cricket ODI Captain Mahendra Singh
Dhoni. Earlier Himesh Reshammiya and Sanath Jaisuriya were
associated with BigBazaar.
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17. Background
• Trent is the retail arm of Tata Group founded in
1998 by Ms. Simone Tata.
• Currently operate in three store formats
• Westside
• Star Bazaar
• Landmark
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18. Westside-Retail Giant
Established in 1998 as part of the Tata Group, Trent Ltd. operates
Westside, one of India's largest and fastest growing chains of retail stores.
The company has already established 36 Westside departmental
stores(measuring 15,000-30,000 square feet each) all over across various
cities in India.
Trent ventured into the hypermarket business in 2004 with Star Bazaar.
Westside is exclusively designed and the merchandise ranges from
stylized clothes, footwear and accessories for men, women and children.
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19. Mission Statement :
“To be regarded by our customers as the most relevant retailer in the country.”
Achieving the Goal :
Develop a comprehensive understanding of customers needs, strive to win their confidence,
and offer them best-in-class products and services at affordable prices.
Policy :
Satisfy our customers with the range, quality and value of the products we offer and attain
new heights of excellence through teamwork, in an atmosphere that encourages creativity
and innovativeness.
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20. The Three Cs
• Comfort- Aims to create harmony between the person and the clothes
they wear.
• Crispness- Employees get training, wish list acting as tool to know
customers preferences.
• Coordination- Finding star employees and designating them as trainer and
coach to train the staff.
3 Kind of coaches :
Customer service coach
IT skills Coach
Product knowledge Coach
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21. Market Research
• Appreciated importance of MR – conducted before entering new city
• 5 member in house team
• Collected information on buying patterns, demand potential , lifestyles etc.
• Support from Tata companies like Taj Group , Titan, Voltas, Tata AIG , Tata
Engineering.
• Before entering retail segment conducted research
FINDINGS
1. Store owned brands and other brands ratio 30:70
2. Many international retailers stocked only own brands due to more loyalty ,
flexibility , high returns.
3. Heavy investment for brand building and poor economies of scale.
MR conducted to understand customer behavior to enhance customer
loyalty .
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22. Retail Layout
PHILOSOPHY & PROBLEMS FACED
Sold in house brand only – higher margins, more control over
manufacturers( quality, cost), no intermediary costs.
Expensive real estate – leased shop space.
Required spacious showrooms in metros : 10000 – 20000 sq ft.
THE MODEL
Free Form Layout/Boutique Layout – fixtures and aisles arranged
asymmetrically.
Merchandise displayed at 2 levels on same floor.
Merchandise in separate clusters e.g.. Women's wear and accessories
clubbed together for convenience.
2 main divisions :
Apparel –men's’ wear, women’s’ wear, lingerie, kids wear
Product – household, gifts, other accessories
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23. Promotion and Advertising
Focus on 2 parameters – style and affordability
Total advertising spend 8% of sales
INHOUSE PROMOTIONS
Peaked during summer, Diwali and Christmas – “Festival of Delights”
program.
Promotions based on themes – matching decorations , liver bands and
Other.
attractions Clubwest Classic and Clubwest Gold.
EXTERNAL PROMOTIONS
Advertising on media - Model Fleur Xavier for advertising contract.
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26. Problems faced
• Target customer base changed over
time.
• Not much shelf-space is given to the
International brands.
• Customer preferences are changing
from in-house labels to international
brands.
• Lesser media promotions.
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27. Accolades
Balanced Scorecard Hall of Fame.
India Brand Summit – Brand Leadership Retail.
IFA Visionary of the Year Award, 2002 – Mrs. Simone N. Tata.
Most Admired Large Format Retail Chain of the Year - Lycra Images
Fashion Awards 2005.
NDTV Profit Business Leadership Awards 2006 - Retail Category.
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29. HISTORY
• Fashion hub for the young and trendy Indian men and
women, girls and boys
• Across 24 cities in India
• Launched by the Rajan Raheja Group in 1999
• Affordable garments and accessories targeted towards the
16-35 year olds
• Designed by young fashion designers working out of the
GLOBUS DESIGN HUB, Mumbai
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30. VISION & GOALS
• Reaching a milestone of 100 stores by the end
of 2017
• The Globus Vision –
“ To become the most admired fashion retailer
in India”
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35. • Eye candy fashion
F21 is an accessible hi-fashion brand,
offering high-quality apparel.
F21 - the edgy fashion brand - is
designed to appeal to the more
experimental and adventurous
consumers who seek cutting edge
fashion.
Styling and fabric innovations help
F21 offer high end fashion at prices
which are affordable to young
consumers.
From casual wear to club wear, F21
promises consumers attention
unlimited.
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36. 7Ps
PRODUCT
• The iconic youth fashion brand in India
• Apparels- Men and Women
• Accessories- Women
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37. Fashion Brand
The spirit of the youth can be captured with three words :
Vibrant
Maverick
Expressive.
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38. PRICE
• Affordable garments that are trendy and
fashionable and keeps pace with the changing
trends.
• Starting range is around 300 Rs.
• Price differs according to the line.
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39. PLACE
• More than 35 stores across 24 cities in India
• Cities such as Pune, Chennai, Mumbai, Kolkata,
Nagpur, Indore, Varanasi, Jalandhar etc.
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40. PROMOTION
• Through newspaper
• Magazines
• Hoardings
• Fashion weeks
• Kareena Kapoor endorsing the brand and also its
summer, winter collections and sale.
• Discounts are available according to the festive seasons.
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42. Gift Vouchers
Available across all the stores
in denominations of Rs 101 ,
Rs 251 , Rs 501 & Rs 1001 ; the
Globus gift vouchers are apt
for any occasion , function,
reason or season.
Online Vouchers
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43. PEOPLE
• Dynamic and zealous workforce
• Staff highly trained
• Monthly MIS meetings ( Management Information System )
• Cricket Matches, Award ceremonies, Anniversaries,
Monthly B’days.
• Feedback to those who lose out on promotions
• Conduct Exit Interviews for those quitting jobs
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44. Achieving Corporate Targets
They work through 3 seasons- Summer, autumn, Winter.
Designers prepare the collections 6months in advance.
They build the organization by following a succession
plan for higher level posts, incase of dropouts.
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45. PROCESS
• Try and adopt a process full of research and innovation that best
serves the customers. Eg: Jeggings
• Brought in modern international technology and made heavy
investments in acquiring the best, tried and tested processes and
procedures of operation.
• State-of-the-art international IT , the highest quality of human
resources and sustained financial commitment
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