Big Bazaar is the household brand name in the shopping and is the retail stores across the India, and also known as the hypermarket. It caters every wants and needs in the typical family, or of the individual person, Big Bazaar worked hard to come to the long way and strive hard from the beginnings of launch in three major stores like Kolkata, Bangalore, and Hyderabad. Big Bazaar is considered as the chain of retail and discount stores, which target value consumers and conscious segment. It is owned by Future Group, and promoted by the Kishore Biyani, and changed the pattern of Indians traditional shop by giving the one-stop of satisfying needs in the hypermarket chain (Big Bazaar, 2018).
Product in Marketing Mix of Big Bazaar
Big Bazaar has offer broad range of items and goods ranging from the food, apparel, furniture, farm products, care, child, toys, and many others of different brands such as Allen Solly, Levis, Pepsi, HUL, P&G, Coca-Cola, ITC, Samsung, HP, LG, Nokia etc. Big Bazaar is easily classified among different categories like food, apparels, personal and home care, farm produce, and the chill station. Its apparels often comprise of the T-shirts and denims, cut pieces and fabrics, party clothing, casual clothing, accessories, ethnic wears, dress materials, under garments, sarees, etc. The Big Bazaar also offers the food items that comprises of ready for eating and cook packages, chilled drinks, spices, coffee, tea, etc. products of farm include fruits, vegetables, imported vegetables or fruits, dairy products and the luxury fruits. The chill station offers soft drink, milk, milky products, package juices, ice creams and frozen foods. Personal and home care involves detergents, creams, soaps, crockery, plastic products, and deodorants. It also offers fashion, jewelry, child and kids products (Big Bazaar, 2018).
Price in Marketing Mix of Big Bazaar
Big Bazaar does not stick to anyone pricing strategy, but has multiple approaches, as its main objective is to achieve the maximum share of the market. Its techniques are;
• Promotional pricing strategy is used by Big Bazaar that offers the finance with less interest rate. It follows the psychological discounting concept like Rs 99, Rs 49, which attract the consumers. It also caters some special events sale prices like Diwali, Durga Pooja etc.
• Value pricing technique is used by Big Bazaar that sets the lowest possible rates without any coupon, and wait for the promotions or discounts.
• Differentiated pricing is also used which refers to the different prices in the peak hours or weekends, depends on the volume of sales expected to be sell in that day (Bhasin, 2017).
Place in Marketing Mix of Big Bazaar
Big Bazaar is the chain of retail stores operating in three main formats- its hypermarkets covers 40,000 to 45,000 sq ft, Express covers 15,000 to 20,000 sq ft, and Super Center cover 1 lac sq ft. It is operating in more than 34 towns and cities in India with having almost 116 stores. Apart from its Metros, all stores are working greatly in their own tier 2 cities, and the stores are located in the busy streets and high populated areas. It also has an objective of starting its operations in developing areas for gaining the benefits before the value of real-estate booms. It also has its own website with the domain of www.futurebazaar.com that helps the consumers in placing online orders and delivery is made. It helps in gaining and attracting more consumers (Mba skool, 2018).
Promotion in Marketing Mix of Big Bazaar
It is much famous and popular for its promotional strategies done for the products, as its techniques are very easy, catchy and creative, and also very easy to remember. It uses the memorable taglines. It is involved in both above the line- ATL and below the line- BTL promotions. For BTL, it offers some great discounts, promotional coupons, and sometimes money back guarantees for various products. It also offers exchange offers for satisfying consumers. For the ATL it launched several commercials on radio and television, and made effective use of print media (Mba skool, 2018).
Bhasin, H. 2017. Marketing Mix of Big Bazaar. [Online], Available at: https://www.marketing91.com/marketing-mix-big-bazaar/, [Accessed on: 6th July, 2018].
Big Bazaar, 2018. About Us. [Online], Available at: https://www.bigbazaar.com/, [Accessed on: 6th July, 2018].
Mba Skool, 2018. Big Bazaar marketing mix. [Online], Available at: https://www.mbaskool.com/marketing-mix/services/16972-big-bazaar.html, [Accessed on: 6th July, 2018].