SEGMENTATION Geographic: Pan India, 116 outlets Demographic: Caters to all ages, Sex Income group - Middle class to upper middle class Psychographics: Value for money
TARGETING Middle Class to upper middle class Family Big Bazaar specifically targets working women and home makers who are the primary decision makers.
POSITIONING Price Rang e High Low Shoppers stop Lifestyle Crossroads Globus Akbar Allys Apna Bazaar Big Bazaar
DIFFERENTIATION Bazaar experience in a mall Value for money Every Day Low Price (EDLP) Innovative promotion strategies Situated at strategic location
POINT OF PARITY POP Range of products One stop shop Good quality Service
POINT OF DIFFERENCE POD Logistics Value for money ambience – feel of bazaar EDLP
SEARCH, EXPERIENCE & CREDENCE QUALITIES Search: Word of mouth, Advertising, Low priced products Experience: Crowded, True feel of bazaar (Mandi), High billing time, Lack of awareness among the employees about the products Credence: Low cost products, Attractive discounts
SERVICE DESIGN Handling all the departments Handling Logistics Customer service Service blueprint.
Service Processing at Big Bazaar Retail Stores cashier Exterior of the retail stores Customer Support Staffs Basket / Trolley Products & Other interiors danglers, lifts, wash rooms Product display Counters Uniform ed Sales staff Payment Counter & Payment Slip Purchase d products cover bags Exit and product withdraw al counters Complaint & Feedback desk / Website Submits his baggage to the baggage counter Arrives at Big bazaar retail store Submission counter for baggage Customer Support staffs Gets a pulling basket / trolley Visits various product counters Selects Products for final purchase Pays money according to the bill Counter staff Inventory management Team (SCM) Finance Department persons Security guards SAP / ERP Enquires about the products not found on shelf, etc. Security Department Security support staffs Leaves with his purchases & collects his belongings from the baggage counter. CRM Staff Trainers