Business Superbrands- 2nd edition(Main)
8/27/08
3:15 AM
Market
The retail industry is one of the biggest money
spinners in the world, notching up US$ 6.60
trillion (Rs. 2.64 crore crore) in turnover
(Source: Euromonitor Study). In India the sector
is worth Rs. 720,000 crore (US$ 180 billion)
growing at between 11% and 12% annually
(Source: CII-McKinsey Report).
Despite its massive size, the business is almost
entirely controlled by the unorganised sector.
While organised retail makes up 70% to 80% of
all retail business in developed countries, in India
it is pegged at a lowly 2% (Source: Crisil Report
on India’s Retail Industry).This is by far the
lowest in the world and even far below
comparable countries in Asia. In China,
organised retailing accounts for 20% of all
business, while in Indonesia it is 25%, in
Philippines 35%, in Thailand it is pegged at
40% and in Malaysia it is reputed to be 50%
(Source: Euromonitor Study).
Big Bazaar is credited with bringing organised
mega retailing to India. The project was
conceived as a uniquely Indian hypermarket in a
format that combined the look, touch and feel
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of Indian bazaars with the
comfort, convenience and
quality that modern
retailing brings. Launched in
August 2001, Big Bazaar has
now become the iconic
destination of modern
retailing for all sections of
Indian consumers. There are
80 Big Bazaar stores in 45
cities including
smaller towns
like Sangli,
Durgapur,
Panipat,
Palakkad,
Ambala, Meerut,
Kolhapur and
Haldia. Attracting over 100 million
customers every year, it has
democratised shopping in India and
become synonymous with great
promotions that offer quality
products at affordable prices.
Spread over anywhere
between 30,000
square feet and
150,000 square
feet of retail space,
a typical Big Bazaar
store offers over
160,000 products
across categories
like apparel, general
merchandise, food,
cosmetics, home needs,
electronics, furniture,
communications, books,
music, gold and pearl jewellery and even value
added services like consumer credit, beauty
salons, gyms and travel services.
On a typical weekend evening, a Big Bazaar
store plays host to over 10,000 customers –
from moms along with their demanding kids to
senior citizens with their grand children in tow.
Built on an inclusive platform that welcomes
consumers from all socio-economic strata, a visit
to Big Bazaar is not only about shopping but
also about spending quality time with the family.
Achievements
Big Bazaar is helping India make up lost time. It
is currently in the midst of the fastest ever
expansion of a
hypermarket
format
anywhere in
the world.
From 30 stores
in June 2006,
Big Bazaar will
be emblazoned
on 120 new
stores by
June 2008.
There could
be several ways of measuring
success of a retail chain.
However, if figures were to
be taken as the most
authentic claim of having
arrived, then Big Bazaar is
already there. For more
than 100 million people
who walk past its billing
counters, each year, it is
now the preferred shopping
destination. From Panipat to Pallakad,
Big Bazaar’s tagline, Is se sasta aur accha kahin
nahi is a source of cheer and happiness.
This has been recognised by the numerous
awards that Big Bazaar has won in the past
twelve months. The brand has been adjudged
the Best Value Retail Store and Best Retail
Destination at the Images Retail Forum for
four consecutive years, beginning 2004. CNBC
Awaaz, in association with ACNielsen-ORG
Marg, which conducts a study across 21
major cities and some 10,000 consumers,
on their most preferred brands, has voted
overwhelmingly for Big Bazaar. Both in 2006 and
2007, Big Bazaar won the Consumer Award for
the most preferred large, food and grocery
store. It won the award for Value Retailing and
Retail Destination of the Year by Reid & Taylor
in 2006 and in the same year also won the
Reader’s Digest Platinum Trusted Brand Award.
History
The first Big Bazaar store, with an area of about
24,000 square feet, opened on VIP Road, Kolkata
in August 2001. This was followed by stores in
Hyderabad, Bangalore, Mumbai and Gurgaon.
The initial categories on offer were apparel,
general merchandise and food. Later, several
brands from categories like electronics, furniture,
music, communications and books were added
to the bouquet of products.
Big Bazaar implemented SAP in 2005 to run
its stores in the most efficient manner that
technology could provide.
With an increasing number of customers
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SUPERBRANDS
Business Superbrands- 2nd edition(Main)
8/27/08
3:15 AM
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value for money.
Big Bazaar has
also tied up with a
host of well-know
brands which offer
exclusive lines
created especially
for the store. These
include Levis, Lee
Cooper, Wrangler
and Disney.
Recent
Developments
patronising its stores, it was time for Big Bazaar
to reach out to them. To pay tribute and to tell
them how much they were appreciated,
Big Bazaar launched a co-branded credit card. In
association with ICICI bank, the Big Bazaar-ICICI
Bank credit card made its first appearance in
May, 2002.
As an extension of its customer relationship
initiatives it also launched Shakti, a credit card
for housewives, in February 2006. The card was
unique, for it required no proof of income.
Today the Big Bazaar-ICICI Bank co-branded
card is one of the largest loyalty credit card
programmes in the country.
Big Bazaar is now an agglomeration of
multiple, carefully chosen categories and
brands. Within the store, Big
Bazaar has created
several sub categories:
Depot is its books and
music section; Staples
offers office stationery
products while Star &
Sitara is a beauty salon.
Future Money provides
consumer credit for
products purchased within
Big Bazaar.
Product
With a better understanding
of consumer behaviour across
various cultures and classes,
Big Bazaar has put together a
stunning range of over 160,000 SKUs. Private
labels of Big Bazaar are among the largest
apparel and fashion brands in the country.
These include, DJ&C – men’s casual wear
range and Knighthood – men’s formal wear
range; Pink & Blue are exclusive garments
designed for modern kids; Srishti, a label of
ethnic wear for women; Haute N Spicy,
fashionable western wear for teenage girls;
Dreamline, a label that caters to an entire
range of home linen, utensils and crockery and
D’tachi, a luggage label that offers outstanding
Big Bazaar, a part
of the Future
Group, is currently
driving a number of
initiatives. Future
Money, a credit
facility is in an
experimental stage in several outlets. Cleartrip
for travel and tours and Talwalkar’s for gym and
health club services have also been launched in
many stores recently. With a view to bringing
value to more people, Big Bazaar is taking its
brand to Tier II and Tier III towns as well. Big
Bazaar is also using the huge footfalls to its
stores to test new concepts
and ideas. The customer
response this generates
helps in refining a launch
before a full fledged
roll out.
Promotion
Big Bazaar has been credited
with some of the biggest consumer
campaigns in the history of Indian retail.
In celebration of Republic Day, Big Bazaar
created a three-day shopping bonanza called
Sabse Saste Teen Din. This has now become a
national event that attracts millions of
customers eager to benefit from the once-in-ayear smart deals. In January 2008, the three-day
event generated sales worth over Rs. 240 crore
(US$ 60 million) in 80 Big Bazaar stores.
15th August, India’s Independence Day is
billed as the Maha Savings Day. So successful has
this become that to cater to the rush Big Bazaar
stores in many cities stay open till midnight.
Wednesday Bazaar is the Hafte ka Sabse
Sasta Din. It was initially created with
the intent of decongesting weekends
and driving footfalls on weekdays. As it
transpired, most Big Bazaar stores
now attract as many customers on
Wednesdays as they do on weekends.
A property that offers special
benefits and privileges to senior
citizens was built around Senior
Citizens Day.
Price Challenge was created to
reinforce Big Bazaar’s value proposition
of Is se sasta aur accha kahin nahi. The
scheme simply offers twice the price
difference should the cost of an item
at a Big Bazaar store be found to be
more than the market price.
Exchange was an innovative promotion
launched by Big Bazaar in 2005 to provide
customers an opportunity to get rid of their
junk and in return shop for a wide range of
products at a discount.
In-store communications in Big Bazaar are
unique and rather novel. To ensure that no one
misses out on an opportunity to gain from
special offers, service boys ferry around a trolley
with the product inside, announcing the scheme.
Not only is this entertaining it also helps
customers pick up the product from the
trolley instead of walking up to the rack where
it is on display.
To make sure that non-English speaking
customers don’t feel alienated the
communication is also conducted in the
local language. The communication is always
unambiguous and direct.
Brand Values
Brand Big Bazaar stands for delivering value for
money. Customer service and shopping comfort
are at the core of Big Bazaar’s philosophy.
Innovation and initiative define its brand
character. It strives to reach out to its customers
by imbibing the local flavour and melting into
the local geography.
Big Bazaar has recently launched a campaign
titled Power of One. This initiative encourages
customers to add One Rupee to their bill
towards donation to a social cause. Big Bazaar
makes an equal contribution and donates the
entire proceeds to an NGO called Save the
Children India. This is a selfless body which has
been working for the welfare of children from
marginalised sections of society.
Big Bazaar has recently launched a corporate
campaign which revolves around a family having
a great time together. The brand anthem
Khushiyon se Bhari Jholi connects with the
customers at an emotional level positioning
Big Bazaar as part of the happy moments.
www.pantaloon.com
THINGS YOU DIDN’T KNOW ABOUT
Big Bazaar
2 million customers walk-in each week into
Big Bazaar stores
Collectively, Big Bazaar stores cover nearly 4
million square feet of space
In three days between January 25 and January
27 2008, Big Bazaar sold over 100,000 pairs of
Jeans and 200,000 shirts
Big Bazaar has a base of over 1 million loyalty
card members
More than 160,000 products are sold at
Big Bazaar stores
SUPERBRANDS
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