This document provides a STP (Segmentation, Targeting, Positioning) analysis and consumer behavior survey results for Big Basket. [SECTION A] outlines Big Basket's target segments as urban working professionals aged 21-45, and its positioning around discounted prices, fast delivery, and time savings. [SECTION B] finds Big Basket's logo evokes reliability and accessibility. The survey shows 80% agree its "Har Din Sasta" tagline, though some feel prices are on par with others. Consumers prefer Big Basket over competitors and value its express delivery.
This document provides a STP (Segmentation, Targeting, Positioning) analysis and consumer behavior survey results for Big Basket. [SECTION A] outlines Big Basket's target segments as urban working professionals aged 21-45, and its positioning around discounted prices, fast delivery, and time savings. [SECTION B] finds Big Basket's logo evokes reliability and accessibility. The survey shows 80% agree its "Har Din Sasta" tagline, though some feel prices are on par with others. Consumers prefer Big Basket over competitors and value its express delivery.
This document provides a STP (Segmentation, Targeting, Positioning) analysis and consumer behavior survey results for Big Basket. [SECTION A] outlines Big Basket's target segments as urban working professionals aged 21-45, and its positioning around discounted prices, fast delivery, and time savings. [SECTION B] finds Big Basket's logo evokes reliability and accessibility. The survey shows 80% agree its "Har Din Sasta" tagline, though some feel prices are on par with others. Consumers prefer Big Basket over competitors and value its express delivery.
This document provides a STP (Segmentation, Targeting, Positioning) analysis and consumer behavior survey results for Big Basket. [SECTION A] outlines Big Basket's target segments as urban working professionals aged 21-45, and its positioning around discounted prices, fast delivery, and time savings. [SECTION B] finds Big Basket's logo evokes reliability and accessibility. The survey shows 80% agree its "Har Din Sasta" tagline, though some feel prices are on par with others. Consumers prefer Big Basket over competitors and value its express delivery.
BRAND IMAGERY CONSUMER BEHAVIOUR Big Basket offers groceries and food supplies in various categories such as fruits & vegetables, grains, oil, masalas, bakery items, beverages, branded foods, personal care products, household supplies, eggs, meat, fish, etc. Big Basket currently offers more than 18,000 products INTRODUCTION across a mixture of categories and features more than 1000 brands in its catalog. Segmentation
Age : 21-45 Lifestyle: People working in Benefits sought: ITES Country : India Gender : Gender Discounted price, Interests & opinions: People with city : Tier 1 and neutral faster delivery, expertise in using mobile Income : Upper application time-saving, and Major tier 2 Cities middle class Personality: People who prefer loyalty points. Occupation: ordering groceries to spend time Purchase: Placing and energy in B&M places. Working-class bulk orders as per Values: "Har din Sasta" community requirements. Targeting Big Basket focuses on customers who Working singles / couples are unable or don't have time to go out to buy essentials. They include: Students / Teenagers
Families with Infants/Toddlers
Old-age People Positioning
MAJOR COMPETITORS OF BIG BASKET:
Point of Parity (POP's)
MOBILE APP MODES OF PAYMENTS
WIDE RANGE OF WEBSITE PRODUCTS
ACTION STEP 4 Point of Difference (POD's)
15 TO 20 MINS EXPRESS GEOGRAPHICAL RANGE DELIVERY
SUBSRIPTION MODEL DELIVERY SLOTS
ACTION STEP 4 BRAND IMAGERY
Logo (word association)
Results of Frequently used words:
1. Reliable
Survey 2. Accessible 3. Feasible
Analysis Tagline:"Har Din sasta"
80 percent agreed to this claim by the brand. Few felt the prices were still at par with MRP at other retailers CONSUMER BEHAVIOUR
CONSUMER BEHAVIOUR 9 out of 10 people preferred using BB over other competitors Results of Average score for the BB app's User Interface was 4 out of 5
Survey Average score for BB's after sales service was 3 out of 5 15 to 20 minutes express delivery proposition: Advantageous
Analysis (especially for unplanned occassions)
Most customers willing to wait upto 30 to 35 minutes out of layality towards the brand
