The Future Group, Big bazaar is biggest hypermarket and one of largest retail chain in India which is also operates other retail chains, including Pantaloons, Central, Food Bazaar, Home Town and eZone. The Future Group currently owns 152 Big Bazaar stores in the India. Big bazaar has already built up strong brand image in retail chain segment. The first three Big Bazaar stores were launched during the festive season in 2001 in Kolkata, Bengaluru, and Hyderabad (India). Since then, 151 more stores have come up in 90 cities across the country in India. And, now, it is running very successfully in market.
Recently few days ago Big Bazaar has come up with its new look and going to redefine in Indian retail market. It has already been completed 10 years in Indian retail industry where it has been offering wide range of brands to consumers with competitive price.
Big bazaar has started with beautiful brand campaign “Isse Accha Aur Sasta kahi Nahi (Best quality with economical price, it will not get elsewhere)”, it was getting huge positive response and established brand with this campaign. The core competency of Big bazaar is “price strategy”, it is always focus on price strategy and on that basis campaign got huge success, as well still it is getting. It is offering very competitive price that economic & socio-economic class can afford. Many other big companies’s have started to diversify in retail market (Hypermarket) at that time.
Old Punch line: - “Isse Accha Aur Sasta kahi Nahi (Best quality with economical price, it will not get elsewhere)”.
New Punch line: - “Naye India ka bazaar (New Indian market)”. It is focusing on New India because, since 10 years Big bazaar is providing large amounts of products to Indian consumers, As well India is now moving step ahead day by day with new era.
It has made very little change in logo of Big bazaar, it remain same color, font, looks that will maintain same image in mind of consumers. Again, it’s a good strategy of logo development. If you will compare very close between old logo & new logo, you will find difference.
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| New Logo |
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| Old Logo |
Total Indian Retail Market: - Rs 18,673 billion (US$ 401 billion) Indian retail market entails only 6 per cent of itself as organized retail segment as of 2010. Hence, there is a great potential to be explored by domestic and international players.
Supermarket & Hypermarket Players: - Big bazaar (Future group), More (Aditya Birla group), Big mall & Reliance Retail (Reliance Industries), Star India Bazaar (Tata Group), Shoppers Stop Ltd and many mores.
Brand campaign strategy: - The USP of Big bazaar is always coming with innovative promotional offers in 365 days, also offering very competitive price, exchange offer. Big bazaar is always focusing on promotional branding (BTL activities) with the print media, Radio and Television. However, it has used very less campaign on television commercial.
Promotional Campaign:-
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| Wednesday Bazaar Unique Campaign |
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| Wednesday Bazaar Unique Campaign The most reminisce campaign “Hafte ka sabse sasta din (Economical day of week) means Wednesday Bazaar” which recalls every time when Wednesday coming. And, you are looking every Wednesday advertisement in newspaper with sometimes promotional pamphlet also. |
It can also say that Big bazaar has evolved Indian retail market.
Enjoy with Big Bazaar, Happy week!!!
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