Introduction to Big Bazaar
• A chain of shopping malls in India currently with 101 outlets owned by Kishore Biyani’s Future Group.
• Reflects the look and feel of Indian bazaars at their modern outlets. All over India, Big Bazaar attracts a few thousand customers on any regular day.
• 1,70,000 products under one roof
Business Objective
To increase footfalls and enhance sales by
• Attracting customers by giving them various offers.
• Inculcating in their minds the value for money through these offers.
• Increasing the average consumption of existing customers.
What image does the retailer wish to communicate?
• “Is se sasta aur achcha kahin nahin”
• It sells variety of merchandise at affordable rates, the prices of which it claims are lowest in the city.
OBSERVATIONS
There were various observations made from the time Iwe entered the store. They can be summed up as follows:
* Verticals inside the store relates to each category of product
- Food Bazaar
- Depot- books
- M-bazaar
- Electronic Bazaar
- Furniture Bazaar
- Footwear Bazaar
* Little attention to cleanliness. Dust on shelves as well as some product items.
* In-house packaging not efficiently done.
* Crowded store interiors. Items are arranged in a cluttered way. Tried to stock maximum number in limited area.
* Sign boards are not prominent. Lack of direction creates confusion.
* Family crowd is evident. Youth comprises of only around 10% of the crowd.
Food Bazaar very efficiently managed. It is a bit over-staffed but layout is very good. Shelf space is used very well to stock products with clear distinction.
Flooring
* We observed they are using shahabadi flooring.
* Floorings’ were uneven and different in the shades of colours.
* In furniture bazaar we observed water was split on the floor.
* Iron plate was displaced could be dangerous to the customers while walking
* Carpets were placed only on some areas.
Ceiling
* Near shoe section there was leakage from ceiling
* Tubelights were not uniform and some tubelights were not working
Shelf
* Height of the shelf was appropriate with 4 shelves
* Some shelves were circular with three shelves with smaller circle shape shelve at the top and larger at bottom
* Material used was not uniformed i.e. furnishing was different. Some were of large metal container and some were drum shape containers
General
* Some umbrellas were wrongly placed in auto accessories section.
* Things were not placed properly.
* Faulty items were kept for sale.
* Long queue at cash counter for bill payment.
* Trolleys are not easily available on weekends
* Clock watches for gents and ladies.
* Men’s ethnic wear. Ethnic wear section has less space causing difficulty to go through the products.
* Fabric material.
Footwear
* Formal shoes, sports shoes, branded and unbranded shoes.
* Staff is not helpful.
* The light not focused properly on the shoes.
* Ladies footwear section was dusty.
* Kids footwear section was near the ladies section since the buying influence of kids is majorly done by the elders especially the parents.
Jewellery
* Jewellery section was attractive.
* Nicely shined glasses and properly maintained shelves.
* Salesman were presentable. They were very young.
Ladies section
* Undergarments Specifically located at the corner.
* Saree and Dress material Section:
* Spacious with quiet range of varieties.
* Ladies nighties aligned at the wall.
* Baithak arrangement for families.
Mens/ladies perfumes section
* Kept at the higher position of the shelf.
* Tester were not available.
* Some bottles were empty.
* Some bottles were not packed properly.
* Salesman was employed and the arrangement was done on the stall.
Sunglasses
* Stall was installed with the salesman.
* Mirrors were kept.
* Computer eye testing.
* Contact lenses.
* Low priced sunglasses were placed on the stands.
Kids section
* Good interior with trial rooms
* Display of soft toys in kids section
Various offers from Big Bazaar we observed
* Branded gas stoves 35% off
* Get dish tv worth 1875/- on 21’’tv 5390/-
* Festival offers
Advertisements outside the mall
* Promotional Activities
* Customer service desk
* Provision for fire exit
Findings
• Number of entry points 2
• Number of exit points 3
• Number of cash counters 14
• Area 35000 sq.ft
• No. of employees 64
• No. of trolleys 110
• No. of handbags 70
• No. of baskets 50
Recommendations
Place
> Increase the space between product racks.
> Improve the Air-Conditioning
> Increase the number of washrooms and maintain hygiene.
> Glass should be properly aligned with the other glassesl.
> Some places should be properly lit.
> Leakage should be fixed immediately
> Directions for every department should be given.
> Should provide sitting arrangements.
Product
> The owner should not limit to brand of few companies only
> Items should suit local requirement
> Product should be placed rightly
> Product should be clean and dust free.
> Mannequins should well maintained.
> Damaged products should be removed
Price and promotion
offer local product of good quality with less price
-They should talk to general public and ask for suggestion on improving the layout.
Wednesday Bazaar – Hafte ka sabse sasta din
In January 2007, Big Bazaar introduced a Wednesday Bazaar concept called “Hafte Ka Sabse Sasta Din” with the aim to give homemakers the power to save the most on this day of the week. Wednesday Bazaar offers clothes, accessories and fashion jewellery and personal care products on greater discounts.
For Big Bazaar, Wednesday Bazaar is a concept, which it intends to run on a long-term basis. For which the aim is to inculcate in the minds of customers that every Wednesday is a day of greater savings at Big Bazaar. It is therefore, incumbent on the brand to have the offer grow and create deep impact on the minds of the customers. It has tried to do this in the following ways:
Below the line activities for Wednesday Bazaar involves:
• Visual merchandizing promoting the offer with the help of danglers, signages, standees, etc.
• Frequent announcements made by the staff inside the store on a regular basis.
Above the line activities for Wednesday Bazaar involves:
• TVC on popular entertainment channels like Sony, Star Plus, Set Max, Star One.
Recommendations
> Way of generating awareness of Wednesday Bazaar is by distributing discount coupons on Tuesdays with list of items under offer for Wednesday. Customers walking in with the coupon the next day can avail a discount if he/she selects and decides to purchase an item mentioned on the coupon.
> This way, customers will walk into the store on Tuesdays out of curiosity to know about the products that are being offered the next day hence, increasing the footfall on Tuesday as well as Wednesday. Creating an impact of Wednesday Bazaar is necessary as it is an offer which has been introduced at Big Bazaar on a long-term basis.
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