Store Design &

Promotion

“Jo bazaar mein milta hai, woh sab yahan milta hai”
Big bazaar
Brief History
The hypermarket chain was introduced in India
in 2001 by Pantaloon Retail(India) Limited
The first store in Kolkata
Pantaloon retail India Ltd was incorporated as
Manz Wear private Ltd in the year 1987.
It became a public limited company in 1991
and was renamed Pantaloon Fashion Limited
and then Pantaloon retail Ltd in 1999

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 The company introduced the concept of
The Pantaloon Shoppe, an exclusive
men’s wear retail store which expanded
across India from 1994-1998. In the year
1997, Pantaloon moved a large format
lifestyle retailing with the launch of
“Pantaloons”, India’s family store

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The management was aware that in
retail size mattered .
The targeted large Indian middle class
market waiting to tapped.
Big Bazaar – the discount store was
launched in the year 2001, to meet the
aspirations of the middle class. In the
span of two years, it has added a Food
Bazaar and Gold Bazaar to its range of
offering

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The strategy
 Saving is the key to the Indian middle class
consumer.
 The concept of “Bazaar”, As the store offers
large mix of products at a discounted price,
the name “Big Bazaar” was finalized
 The idea was to recreate a complete
bazaar, with a large product offering and
offer a good depth and width in terms of
range

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 Price was the basic value proposition at
Big Bazaar.
 The Big Bazaar outlets sold a variety of
products at prices, which were 5 to 60%
lower than the market price.
 The catch line “Isse sasta aur acha
kahin nahin” emphasised this

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Selecting the location
 The main consideration while selecting
the location was ‘whether the low margin
on the products would allow the
company to sustain growth’.
 The group conducted a study and it was
found that for a store like Big Bazaar a
large catchment area is needed
 In Kerala they have three stores located
at Thiruvananthapuram, Thrissur,
Palakkad

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The Merchandise mix
 Large product mix offered by Big Bazaar
was the main attraction
 Big Bazaar stocked about 1,30,000
items in over 20 product categories.
 In the first year apparel accounted for 70
% of the off-take and the price was
largely responsible for the success.
 The prices ranged from Rs 99 to Rs 799

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 Buying process for most of the
categories at Big Bazaar was largely
price driven

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Food bazaar
 It stocked on an average, 10000SKU’s
and occupied 5,00square feet of retail
space. It was modeled on the Indian
mandi system where customer can feel,
touch, choose products
 The products sold were categorized as
3. Processed food& Non food(hungry kya)
4. Dry staples( golden harvest)
5. Wet staples(chill station)

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 Hungry Kya contributes 60% of Food
Bazaar sales.This category includes a mix
of products from a large number of FMCG
companies and wide range of imported
products
Golden harvest includes dry groceries like
rice, wheat, dal, spices. This contributes
30% of their sales
Chill station includes fruits and vegetables
and contributes 10% of the sales

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Why store design?
It tells the customer what the store is all about
It creates an image in the minds of customers
It is the starting point of all marketing effort
For a customer store needs to be easy to
navigate, it must appeal to his sensory
perceptions and must create a sense of
belonging, sense of relationship .
The environment created in the retail store is a
combination of exterior look, store interiors,
the atmosphere in the store and the events
promotions and themes which form a part of
retail store

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Elements of store
environment

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Exterior design
It is a function of location of the store site
and other facilities like parking and ease of
access
Store front is another important factor, it
should be inviting and it should have good
lighting and other facilities in total it should
entice potential customers into the store.
Big Bazaar Thrissur is ideally located at the
heart of Thrissur town half a km distant
from Thrissur round

PIC
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 It is easily accessible either from
Shornur road or from Vadakkanchery
road
 It has got a spacious parking lot also
 It has got massive appeal, exterior look
justifies its name “THE BIG BAZAAR”

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Interior store design
 It is a function of aesthetics within the
store, the merchandise sold within, the
space used, and the overall layout of the
store
 Space planning –the amount of space
allocated within the store
1.Location of various departments
2. Creation of planogram
3. Relationship of space to profitability

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Merchandise mix

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Merchandise mix

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Space planning
 Floor plan
It is a schematic that shows:
 where merchandise and customer
service departments are located,
 how customers circulate through the
store,
and how much space is dedicated to
each
department

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promotion

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 promotion
 The main idea behind every effort is to make a
bulk purchase
 “Saal ke sabse saste 3 din”
 Hafte ka sabse sasta din “Wednesday bazaar”
 Exchange Offers “Junk swap offer”
 Advertisement (print ad, TV ad, radio)
 Brand endorsement by M.S Dhoni
 Point of purchase promotion
 Faida zones

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Junk swap offer
 The customer can bring anything old, such as
newspaper, and get coupons issued in exchange of the
junk. The customer can redeem the coupons before the
due date on the condition that he/she shops four times
the value of the coupon.
 The prices fixed by Big Bazaar are: clothes (Rs 200 per
kg), newspaper (Rs 25 per kg), plastics/utensils/leather
goods (Rs. 75 per kg), footwear/luggage (Rs. 100 per
kg), Pet/beer bottles (Rs 15 per kg), tyres (Rs 50 per
kg), furniture (Rs 75 per kg) and others (Rs 20 per kg).
 "This offer will help the housewife clean out the junk
while getting a good value for it," says Mr. Sanjeev
Agarwal, President (Marketing), Pantaloon Retail
(India) Ltd.
back

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Thank
you
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