Big Bazaar - 3 days

Price game for 3 days…Big Bazaar and Reliance Fresh/Reliance Mart (Retail - Hyper market players) has released “Squeeze Money” campaign for 3 days & 2 days respectively and celebrating 26^th Jan.’14 Republic day of India. Since launching of Big Bazaar in India 2001, the aim is been remained same “Offering lower price with quality & branded items” and Big Bazaar has already been delivered brand promise, still it is being sustained its brand campaign through-out the year.

In this competitive scenario, it is copious difficult to sustain successfully brand image, brand recognition, brand identity, brand recall and brand equity. Today, consumers/customers are looking for not only price but also considering quality as well as convenience. And, Big Bazaar is providing all stuff along with maintain its brand equity & increasing brand loyalty.

Big Bazaar Presence: - 90 cities and 214 appx. Store in India.

Brand Campaign and Analysis:-

Big Bazaar has released campaign across India with 360 degree communication strategy in which covered mainly TV, Print, OOH and digital media. Overall campaign is delivering message that to get price benefit and squeeze it in 3 days because Indian people are known value of money. Henceforth campaign is highlighting “Sabse Saste 3 din i.e. (3 days plentiful inexpensive)”.

Television Commercial:- http://www.youtube.com/watch?v=JejoF_a465w

TVC is shown with different elements and how the characters (Mother with milk, Grandmother with cold drink, children with toothpaste) are squeezing everything, at the end of commercial, voiceover is conveying message “Sabse Saste 3 din i.e. (3 days plentiful inexpensive)”. Prior in 2010 to 2012, the campaign was releasing consecutively for 5 days plentiful inexpensive.

These 3 days scheme will also be applicable on Big Bazaar franchisee across 26 cities of India.

Log on:- http://bigbazaardirect.com/

Whereas, rival brand Reliance hypermart has released similar campaign for 2 days which is covered only print media (Newspaper).

Reliance

Overall, Consumers are getting benefits in terms of “value for money” and sales volume as well as ROI is increasing for company. Whenever any festive/occasion season is happening in India, definitely seeming promotional strategy in especially FMCG, household, consumer durable and apparels  market. 

It can be say that Festive season = Promotional Strategy season (Mainly focusing price & discount strategy).

It must be retain ratio between “Brand Promise & Brand Delivery”. Strategy will be success only when “Brand Promise and Brand Delivery” will be sustain.