“Jo bazaar mein milta hai, woh sab yahan milta hai”

Store Design & Promotion

Big bazaarBrief History The hypermarket chain was introduced in India

in 2001 by Pantaloon Retail(India) Limited The first store in Kolkata Pantaloon retail India Ltd was incorporated as

Manz Wear private Ltd in the year 1987. It became a public limited company in 1991

and was renamed Pantaloon Fashion Limited and then Pantaloon retail Ltd in 1999

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The company introduced the concept of The Pantaloon Shoppe, an exclusive men’s wear retail store which expanded across India from 1994-1998. In the year 1997, Pantaloon moved a large format lifestyle retailing with the launch of “Pantaloons”, India’s family store

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The management was aware that in retail size mattered .

The targeted large Indian middle class market waiting to tapped.

Big Bazaar – the discount store was launched in the year 2001, to meet the aspirations of the middle class. In the span of two years, it has added a Food Bazaar and Gold Bazaar to its range of offering

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The strategy Saving is the key to the Indian middle class

consumer. The concept of “Bazaar”, As the store offers

large mix of products at a discounted price, the name “Big Bazaar” was finalized

The idea was to recreate a complete bazaar, with a large product offering and offer a good depth and width in terms of range

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Price was the basic value proposition at Big Bazaar.

The Big Bazaar outlets sold a variety of products at prices, which were 5 to 60% lower than the market price.

The catch line “Isse sasta aur acha kahin nahin” emphasised this

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Selecting the location The main consideration while selecting

the location was ‘whether the low margin on the products would allow the company to sustain growth’.

The group conducted a study and it was found that for a store like Big Bazaar a large catchment area is needed

In Kerala they have three stores located at Thiruvananthapuram, Thrissur, Palakkad

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The Merchandise mix

Large product mix offered by Big Bazaar was the main attraction

Big Bazaar stocked about 1,30,000 items in over 20 product categories.

In the first year apparel accounted for 70 % of the off-take and the price was largely responsible for the success.

The prices ranged from Rs 99 to Rs 799

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Buying process for most of the categories at Big Bazaar was largely price driven

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Food bazaar It stocked on an average, 10000SKU’s

and occupied 5,00square feet of retail space. It was modeled on the Indian mandi system where customer can feel, touch, choose products

The products sold were categorized as1. Processed food& Non food(hungry kya)2. Dry staples( golden harvest)3. Wet staples(chill station)

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Hungry Kya contributes 60% of Food Bazaar sales.This category includes a mix of products from a large number of FMCG companies and wide range of imported products

Golden harvest includes dry groceries like rice, wheat, dal, spices. This contributes 30% of their sales

Chill station includes fruits and vegetables and contributes 10% of the sales

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Why store design? It tells the customer what the store is all about It creates an image in the minds of customers It is the starting point of all marketing effort For a customer store needs to be easy to

navigate, it must appeal to his sensory perceptions and must create a sense of belonging, sense of relationship .

The environment created in the retail store is a combination of exterior look, store interiors, the atmosphere in the store and the events promotions and themes which form a part of retail store

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Elements of store environment

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Exterior design It is a function of location of the store site

and other facilities like parking and ease of access

Store front is another important factor, it should be inviting and it should have good lighting and other facilities in total it should entice potential customers into the store.

Big Bazaar Thrissur is ideally located at the heart of Thrissur town half a km distant from Thrissur round

14PIC

It is easily accessible either from Shornur road or from Vadakkanchery road

It has got a spacious parking lot also It has got massive appeal, exterior look

justifies its name “THE BIG BAZAAR”

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Interior store design It is a function of aesthetics within the

store, the merchandise sold within, the space used, and the overall layout of the store

Space planning –the amount of space allocated within the store

1.Location of various departments2. Creation of planogram3. Relationship of space to profitability

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Merchandise mix

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Merchandise mix

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Space planning Floor plan It is a schematic that shows: where merchandise and customer

service departments are located, how customers circulate through the

store, and how much space is dedicated to

each department

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promotion

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promotion The main idea behind every effort is to make a

bulk purchase “Saal ke sabse saste 3 din” Hafte ka sabse sasta din “Wednesday bazaar” Exchange Offers “Junk swap offer” Advertisement (print ad, TV ad, radio) Brand endorsement by M.S Dhoni Point of purchase promotion Faida zones

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Thank you

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