Strategies for Retailing: a Conceptual Study on Big Bazaar Retail Strategies

Strategies for Retailing: a Conceptual Study on Big Bazaar Retail Strategies

Strategies for RETAILING: a conceptual study on big bazaar retail strategies

BY

Mrs Sara
Asst.Professor
Vels University,Chennai

&
Mrs Jeyapriya
Lecturer
Vels University,Chennai

[pic]
[?] Mrs. Sara Selvaraj, Senior Lecturer, Vels University Chennai; saraselvaraj2001 @yahoo.com and
Mrs. Jeyapriya, Lecturer, Vels University Chennai; jeyapriya.mba@gmail.com

Strategies for RETAILING: a conceptual study on big bazaar retail strategies

Abstract:
Indian retail sector is witnessing one of the most hectic marketing activities of all times. The companies are fighting for mind share and heart share which can finally be converted to market share. There is always a ‘first mover advantage’ in an upcoming sector. In India, that advantage goes to “Big Bazaar”. Big Bazaar, a hypermarket from Pantaloon Retail (India) Ltd., emerged as a success story in the Indian retail scenario. Big Bazaar came out with innovative marketing strategies which attracted the middle class consumers, the large and growing young working population of a preferred customer segment • Big Bazaar specifically targets working women and home makers who are the primary decision makers.
Big Bazaar went into tie-ups with some of the manufacturers, which helped the company to offer goods at low prices to its customers. In this paper author made dare attempts to answer the following questions
• To understand marketing strategies in mass markets.
• To analyze growth strategies of Big Bazaar in the wake of increasing competition from other global players.
• Big Bazaar’s promotional strategy
Keywords: retail strategy, promotion strategy, big bazaar

Introduction
Big bazaar – the discount store was launched in the year 2001, to meet the aspirations of the middle class. Commenting on the outlook for the sector in 2010, the retail king says demand for new categories is emerging2. However, he was quick to add that rise in commodity and food grain prices are acting as a...

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