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7 Ps of Big Bazaar

Big Bazaar offers a wide range of products across multiple categories at low prices through their large retail stores. They promote value pricing and regular promotional discounts to attract customers. Big Bazaar uses various promotion techniques including brand endorsements, print, TV, and radio advertising. They employ thousands of well-trained staff across their stores to provide a positive customer experience.

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Prashant Srivastav
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200 views6 pages

7 Ps of Big Bazaar

Big Bazaar offers a wide range of products across multiple categories at low prices through their large retail stores. They promote value pricing and regular promotional discounts to attract customers. Big Bazaar uses various promotion techniques including brand endorsements, print, TV, and radio advertising. They employ thousands of well-trained staff across their stores to provide a positive customer experience.

Uploaded by

Prashant Srivastav
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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7 P’s OF BIG BAZAAR-

Price
Physical
Evidence Place

7 p’s prod
Process uct

Promo
People
tion

Product

Big Bazaar offers a wide range of products which range from apparels, food,
farm products, furniture, child care, toys, etc. Products of all the major brands
are available at Big Bazaar. Also, there are many in house brands promoted by
Big Bazaar. Big Bazaar sold over 300,000 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%.

Apparels Food Chill station

Denim & t-shirts Staples Soft drinks


Formal wear Ready to eat Packaged juices

Casual wear Ready to cook Milk items

Party wear International food Frozen foods

Sarees Spices Ice creams

Night wear Tea and coffees

undergarments

Farm products Electonic bazaar Furniture bazaar personal care

Fruits Tv sets Living room Shampoos

Vegetables Washing machine Bedrooms Soaps

Dairy products Refrigerator Kitchen Creams

Imported fruits Micro waves Dining rooms Home cleaners

Laptops Paintings Deodrants


Child cares Fashion and jewellery Others services
&toys

Kids wear Beauty care Bakery

Toy bazaar Foot wear bazaar Mr.right

Stationary Star parivar Tulsi

Child care

PRICING

• The tag-line is “isse 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.
• Promotional Pricing: Big Bazaar offers financing at low interest rate. The
concept of psychological discounting (Rs. 99, Rs. 49, etc.) is used as
promotional tool. Big Bazaar also caters on Special Event Pricing (Close
to Diwali 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.
Place

DISTRIBUTION CHANNEL

PROMOTION

 Big Bazaar started many new and innovative cross-sell and up-sell
strategies in Indian retail market. The various promotion techniques used
at Big Bazaar include “saal ke sabse saste teen din”, Future Card (the
card offers 3% discount), Shakti Card, Wednesday bazaar.etc,.
 Brand Endorsement by M. S. Dhoni, Exchange Offer - ‘Junk Swap
Offer’, Point-of-Purchase Promotions.
 Advertising has played a crucial role in building of the brand. Big Bazaar
advertisements are seen in print media, TV, Radio (FM) and road-side
bill-boards

• Coupon Discount, more of the products at


Below the line normal price, gift with purchase,
Promotion competitions and prizes, money back
offers and exchange offers, special
occasions.

Above the • Giving advertisement in news papers, TV,


line Internet, (own website which gives online shoping
services)
Promotion • Partnership with Bigflix, Big FM 92.7

PEOPLE

• They are one of the key assets for any organization. The salient features
of staff of Big Bazaar are: -
• Well-trained staffs, the staff employed by Big-Bazaar are well-suited for
modern retail.
• Well-dressed staff improves the overall appearance of store.
• Employees are motivated to think out-of-the-box. Retail sector is in
growth stage, so staff is empowered to take innovative steps.
• Employs close to 10,000 people and recruits 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 for a customer-friendly atmosphere

PROCESS

• The goods’ dispatch and purchasing area has certain salient features
which include: -
• Multiple counters with trolleys to carry the items purchased.
• Proper display / posters of the place like (DAL, SOAP, etc.).
• Home delivery counters also started at many places.
PHYSICAL EVIDENCE-It deals with the final deliverable or the display of
written facts. This includes the current system and available facilities.

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