1

CLASS: TYBMS A

SUBJECT: SPECIAL STUDIES

IN MARKETING

to

2

INTRODUCTION:

Every day, Future Group brings multiple products, opportunities and services to millions of customers

in India. Through more than over 17 million square feet of retail space, they serve customers in 102

cities across the country. Most of all, they help India shop, save and realize dreams and aspirations to

live a better quality of life every day.

Future Group understands the soul of Indian consumers. As one of India’s retail pioneers with multiple

retail formats, they connect a diverse and passionate community of Indian buyers, sellers and

businesses. The collective impact on business is staggering: Around 300 million customers walk into

their stores each year and choose products and services supplied by over 30,000 small, medium and

large entrepreneurs and manufacturers from across India. And this number is set to grow.

Future Group employs 36,000 people directly from every section of our society. They source their

supplies from enterprises across the country, creating fresh employment, impacting livelihoods,

empowering local communities and fostering mutual growth.

They believe in the ‘Indian dream’ and have aligned their business practices to their larger objective

of being a premier catalyst in India’s consumption-led growth story. Working towards this end, they

are ushering positive socio-economic changes in communities to help the Indian dream fly high and

the ‘Sone Ki Chidiya’ soar once again. This approach remains embedded in their ethos even as they

rapidly expand their footprints deeper into India.

BUSINESS DESCRIPTION:

Future Group is a corporate group and nearly all of its businesses are managed through its various

operating companies based on the target sectors. For e.g., retail supermarket/hypermarket chains Big

Bazaar, FBB, Food Bazaar, Food Hall, Hometown etc. are operated through its retail hand, Future

Retail Ltd, while its fashion outlets Brand Factory, Central, Planet Sports etc. are operated via another

of its subsidiaries, Future Lifestyle Fashions. With these many fashion outlets and supermarket, the

group also promotes respectively, its fashion brands like Indigo Nation, Spalding, Lombard, Bare etc.,

3

and FMCGs like Tasty Treat, Fresh & Pure, Clean Mate, Ektaa, Premium Harvest, Sach etc. It also

has operating companies to cater specifically to internal financial matters and consulting within its

group of companies.

FUTURE GROUP’s VISION:

"Deliver Everything, Everywhere, Everytime to Every Indian Consumer in the most profitable

manner."

CORPORATE CREDO: “Rewrite rules, Retain values.”

GROUP MISSION

1. They share the vision and belief that their customers and stakeholders shall be served only by

creating and executing future scenarios in the consumption space leading to economic

development.

2. They will be the trendsetters in evolving delivery formats, creating retail realty, making

consumption affordable for all customer segments – for classes and for masses.

3. They shall infuse Indian brands with confidence and renewed ambition.

4. They shall be efficient, cost- conscious and committed to quality in whatever they do.

5. They shall ensure that their positive attitude, sincerity, humility and united determination shall be

the driving force to make them successful.

CORE VALUES

1. Indianness: Confidence in ourselves.

2. Leadership: To be a leader, both in thought and business.

3. Respect & Humility: To respect every individual and be humble in our conduct.

4. Introspection: Leading to purposeful thinking.

5. Openness: To be open and receptive to new ideas, knowledge and information.

6. Valuing and Nurturing Relationships: To build long term relationships.

7. Simplicity & Positivity: Simplicity and positivity in our thought, business and action.

8. Adaptability: To be flexible and adaptable, to meet challenges.

9. Flow: To respect and understand the universal laws of nature.

4

HOW BIG IS ?

FUTURE GROUP’S operating companies sorted by targeted markets:

RETAIL:

Future Retail Ltd

Future Lifestyle Fashion

Ltd

Future Consumer

Enterprise Limited

FINANCIAL SERVICES:

Future Capital

Holdings (for internal

financial services)

Future Generali

Future Ventures

OTHER SERVICES:

Future Innoversity

Future Supply Chains

Future Brands

Future Learning

FUTURE GROUP RETAIL SERVICES sorted by operating companies:

FUTURE RETAIL LTD:

Big Bazaar

Food Bazaar

FBB (Fashion @ Big

Bazaar)

HomeTown

E Zone

Foodhall

FutureBazaar.com (e-

retailing)

Easyday

FUTURE LIFESTYLE

FASHION LTD.:

Central

Brand Factory

Planet Sports

FUTURE CONSUMER

ENTERPRISE LTD.:

KB's FairPrice

PRODUCT BRANDS under Future Group in India:

FASHION and LIFESTYLE:

Indigo Nation

Scullers

John Millers

Lombard

All

Rig

INTEGRATED FOODS and FMCG:

Tasty Treat

Fresh & Pure

Ektaa

Premium Harvest

Mera Swad

Pratha

Punya

Sach

5

INTRODUCTION:

Shop till you drop! Big Bazaar has democratized shopping in India and is so much more than a

hypermarket. Here, you will find over 170,000 products under one roof that cater to every need of a

family, making Big Bazaar India’s favourite shopping destination.

At Big Bazaar, you will get the best products at the best prices -- this is our guarantee. From apparel

to general merchandise like plastics, home furnishings, utensils, crockery, cutlery, sports goods, car

accessories, books and music, computer accessories and many, many more. Big Bazaar is the

destination where you get products available at prices lower than the MRP, setting a new level of

standard in price, convenience and quality.

If you are a fashion conscious buyer who wants great clothes at great prices, Big Bazaar is the place

to be. Leveraging on the company’s inherent strength of fashion, Big Bazaar has created a strong value-

for-money proposition for its customers. This highlights the uniqueness of Big Bazaar as compared to

traditional hypermarkets, which principally revolve around food, groceries and general merchandise.

Boasting of an impressive array of private labels, Big Bazaar is continually striving to provide

customers with a ‘complete’ look. So be it men’s wear, women’s wear, kids wear, sportswear or party

wear, Big Bazaar fashions has it all!

Big Bazaar has clearly emerged as the favourite shopping destination for millions of its consumers,

across the country, it’s success is a true testament to the emotional bonding it has established with the

Indian consumer, on account of its value offerings, aspirational appeal and service levels. We believe

Big Bazaar is a true pan-Indian model that can enter into most towns in India and democratize shopping

everywhere.

6

The CURRENT POSITIONING and COMMUNICATION STRATEGY of Big Bazaar:

1). INDIA’S SABSE SASTA DIN:

Date: 26th January, 2006

Positioning strategy: Positioning by occasional discount benefit.

The acceptance and loyalty that Big Bazaar has garnered over the years, was well evident on 26th

January 2006.

On the day India celebrates its Republic Day, the company honoured the consumer by calling it the

‘Maha Savings Day’. Shoppers at all Big Bazaar and Food Bazaar outlets across the country were

offered products at prices never heard before in the history of shopping.

The offers were spread across categories from electronics to utensils, from apparel to furniture and

food. This event received tremendous response from the regular and an entirely new set of shoppers,

which resulted in nearly 2 million people visiting the stores on that day. And most stores were able to

post record sales for a single day.

“SASTA TO SUNDAR - 2011”

For a decade, Kishore Biyani was India's King of Discounts, with his Big Bazaar chain of supermarkets

using the 'Isse Sasta Aur Accha Kahin Nahin' (you won't find it cheaper or better anywhere) as its

tagline.

Then, in 2011, Big Bazaar and Biyani outgrew their fascination with discounts and hitched their wagon

on 'Naye India Ka Bazaar' (New India's supermarket) as it sought to pull away from the bottom and

evolve into a higher value retailer.

It followed up this brand change with Hindustan Unilever to co-develop bakery products and signed

up new brand ambassadors (Sakshi Tanwar and Ram Kapoor) to push its new positioning. Now, Big

Bazaar wants to be cool. "As a modern retailer, Big Bazaar introduces the products of tomorrow,"

boasts Biyani.

It is modernising its stores, adding new categories and hopes the discount chasers have become brand

conscious buyers who will stay loyal to a new and improved Big Bazaar.

"With this new campaign and the accompanying evolution in stores, we are moving to become a more

product and brand-centric retailer," said Mr. Biyani in an interview.

2). Valentine’s Day ad on YouTube:

Positioning strategy: Positioning by product usage/application.

7

A young man is getting ready for a Valentine's Day date (preening in the mirror, singing what else but

the Aashiqui 2 theme song) , when his father too emerges, fully dressed for an evening out, clad in a

watermelon coloured linen shirt.

Big Bazaar tries to move the social needle with this campaign — the father isn't dressed soberly and

settling in for an evening at home. He saunters past his stunned son with the line, "Kyun? Valentine's

Day sirf tumhara hai kya?"

Big Bazaar wants to build on this ongoing social change. So whether it is products for home, fashion,

food or beauty, each have been carefully selected by our merchandising teams and form a part of a

storyline that captures the social change.

3). Crazy Weekends:

Positioning strategy: Positioning by product user.

It followed up with a new ad campaign where new brand ambassadors Varun Dhawan and Katrina

Kaif were signed up for their 52-week campaign called Crazy Weekends, where deals and discounts

will be available at Big Bazaar stores every weekend to push its new positioning. Now, Big Bazaar

wants to be cool. As a modern retailer, Big Bazaar introduces the products of tomorrow.

4). Katrina Kaif fbb Ad campaign on Youtube:

Positioning strategy: Positioning by product user.

In the YouTube ad, Katrina Kaif is seen on a beach, the dresses keeps on changing showing its new

summer spring collection with a catchy music playing in background. Similarly in ad with Varun

Dhawan, he is shown on the beach with dresses changing and in end Varun Dhawan saying “fbb

summer spring collection” The ambience, the location, the music everything in ad tries to convey the

coolness of the brand.

5). Santa Claus ad before Diwali – October, 2015:

Positioning strategy: Positioning by occasional discount benefit before the actual occasion.

Big bazaar also positions itself as an occasional brand. This can be seen in its current ad where a Santa

Claus and other normal people are in lift and they feel uncomfortable because Santa Claus is carrying

lots of shopping bags. One lady asks him “aap yaha abhi” to which Santa Claus replies “kya hai ki

woh deals hi itne ache the aur holidays bhi hai toh socha abhi shopping karlu, aap bhi shopping karloo”.

This ad has been positioned Big Bazaar as an occasional discount brand, this creates an idea in the

audience mind if its holiday season than you should shop from Big Bazaar.

This campaign however works because it tries to shift Big Bazaar's positioning light heartedly rather

than arguing the point about moving up the value chain. The ads are sharp and try very hard to look

hip- hop.

This all ads are appealing to younger, more aware Indian consumers. This is plenty for a brand that

has appealed to an audience more keen on finding the cheapest staples.

8

RESPONSE HIERARCHY MODEL:

HIERARCHY OF EFFECTIVE MODEL:

Awareness and Knowledge: This stage is all about information processing, so content should be

designed to bring across information, the company deems to be important to know for the customer,

like the rational product benefits – It’s important to note that the extent of information processing the

customer does depends on both the ability and the motivation to process it, so content should be

designed with both the typical abilities of target customers in mind and something that will motivate

the target customer to look at the content, this could for example be a hook that lets them identify with

the content.

Big bazaar here is bombarding TV, newspaper, hoarding and internet with its ad communication about

its new position of a cool and occasion brand. This ad are targeting the youths and young generation.

Creating a cool image brand in the eyes of the customers

Liking, preference and conviction: This stage is about attitude formation – the way customers feel

about your brand, so your content should bring across the sort of feeling you’d like customers to

associate with the brand. As a result, this doesn’t have to be about the product, but rather about

emotions, lifestyle and other factors that can help your customers form the kind of attitude you’d like

them to have.

This is very crucial stage for big bazaar as this is the stage where its target customer will form the

opinion towards the brand. Big bazaar expresses the emotion of cool hip hop brand in this stage. They

will be successful here only when their target audience will associate cool with big bazaar

Purchase: So it basically refers to either actually making a purchase, other behavior that brings them

closer to making a purchase or simply the purchase intention. This, or the repetition of this, is the actual

goal and what your content should lead to in the longer term.

9

REPOSITIONING “Big Bazaar” as “Big Bazaar Direct”:

>> To >>

WHY is there a need to reposition big bazaar as big bazaar direct?

1) To overcome location disadvantage:

a) Big Bazaar direct launched a B2B and B2C online business model.

i) B2B: Future group’s CEO Mr. Kishor Biyani came up with a brand new

idea, which they have executed and currently in action of franchising small

mom and pop / corner stores into Big Bazaar Direct stores. This stores will

directly interact with the customer, and sell the products on commission

basis. Also for reloading the shelf they can use their tablets (provided by the

franchiser) and order the required item online. The stores wish to connect

can visit www.bigbazaarfranchisee.com

ii) B2C: Future group launched a merchandise retailing website

www.futurebazaar.com which targets high-end customers ready to use credit

cards.

2) Internet as a place has put them in a profitable position because there is a minimal

expense of maintaining a website.

3) Shifting audience from offline to online.

4) Big pool to generate revenue through investments.

5) 70% Untapped market.

www.bigbazaarfranchisee.com www.bigbazaarfranchisee.com

www.bigbazaar.com

10

DUMMY AD with TAGLINE:

____________________________ ______________________

___ ____

11

New POSITIONING STRATEGY and JUSTIFICATION:

STRATEGY: By using the combination of 2 strategies.

1) Positioning by product attributes:

A product attribute is a specific feature or benefit of the product. Positioning in this way focuses on

one or two of the product’s best features/benefits, relative to the competitive offerings.

The main benefits in the repositioning ad for Big Bazaar direct:

Ad slogan:

The above ad slogan has a relevance with the original slogan of the company. It is written in an updated

way that the target audience within a gallop recognize that this a Big Bazaar brand of Future group.

The benefit that we have focused in the slogan consist of old and new benefit.

Old benefit that we presented is the promise to provide the product at the cheaper rate and of the best

quality.

New Benefit “karib (close)” is added in order to tell the audience that you now not need to worry about

the effortful traveling as we Big Bazaar have come closer to you in the form of Big Bazaar Direct.

2) Positioning by corporate identity:

It means affiliating the parent brand name with the newly launched or unaware brand.

to

The newly launched brand by the Future is named strategically such that the audience who encounters

with this newly launched “Big Bazaar Direct” brand, makes a quick relevance to the Future group’s

flagship brand Big Bazaar.

Naming a brand after the companies own successful brand is a boon for this conglomerate because the

customers knows the value of the original brand, whose positive impact they have already made on

their loyal customer. So for them to inquire about the new ideation of the previous used brand is an

obvious act.

12

TARGET AUDIENCE:

1) Higher and upper middle class customers.

2) Young working class population.

3) Working women and home makers who are primary the decision makers.

OBJECTIVE:

To convey message to the target audience that Big Bazaar is now franchising mom and pop stores and

corner stores. Maximising its reach and availing its products through online platform, which is being

the current trend in the market.

Also through the ad slogan we want to aware that Future group have not lost their basic moto of

availing the products to its audience at a fair and affordable price, which makes Big Bazaar Direct a

carbon copy of Big Bazaar but with an effective channel of distribution.

NARRATE:

The above print ad mainly explicit the comparison between the two brands launched by the same

company Future group.

The upper part of picture consists of buildings/mansion and Big Bazaar supermarket, where the size

of the mall and the distance between them is to its extreme measurement. Whereas the lower part of

picture which evokes an opposite meaning through its features, that is as the brand Big Bazaar changed

to Big Bazaar Direct the same shaped mall changed its size and brought itself to the size of the

building/mansions which surrounds it. Also the travelling distance which was a major issue to the

consumers of Big Bazaar is clearly showed resolving, that is by reducing its length.

Also another small thing which can be noticed is the size of both the brand names. This assumption

proposes that the ‘Brand recall’ increases as the distance decreases.

This assumption further derives that as the size of the store reduces from shopping centre to mom and

pop / corner stores, the number of times an individual customer watches the brand name of the store

increases.

13

EXPLAINATION:

(This derivation of graph is based on a single customer’s perspective, which is explained below.)

Suppose an individual is a loyal/potential customer of Big Bazaar. Assuming that individual is a job

doer who goes to his/her office daily. His route to office includes shops, buildings, gardens, bus stop,

etc. He passes through the same route twice a day, which is while coming and going to office.

One day while he is passing through that daily route his eye balls falls on a newly launched store “Big

Bazaar Direct” and outside the store is the discount banner. The features of the banner is the same as

it is outside the entrance/exit of Big Bazaar superstore. The individual soon recalls the brand “Big

Bazaar” and relates it to the supermarket which he visits once a month to refill his household stock.

The occasion of refilling happens after 4th; that is the day when he receives his salary.

BENEFITS of the store coming close:

1. Brand recalling: As the shop falls between the daily/common routes of an individual. Chances of

the brand staying fresh in the customers mind is higher.

2. Discount awareness: With the updated discount banners one can easily know about the latest

discounts and offers.

3. Reduced efforts: The efforts of travelling a long distance to the mega store is reduced.

4. Less travelling: As the distance is reduced between customer and the mega store. One can easily

go and utilize service provided by big bazaar franchise.

5. Savings: The cost incurred in order to travel is reduced.

6. Direct contact: The shop hoarding consist of the direct contact of the shop owner or the shop

executive. Customers can call on that number and place their order accordingly.

LIMITATION: Derivation is not derived by primary research but evaluated from the secondary

content. Secondary content includes blogs, reviews (comment), and vlogs of the big bazaar customer.

00.20.40.60.8

11.2

Early morning

Morning Afternoon Evening Night

Brand recall of Big Bazaar Direct

Number of times an individual recalls the branddaily

0

0.2

0.4

0.6

0.8

1

1.2

1 5 10 20 30

Brand recall of Big Bazaar

Number of times an individual recalls the brand ina month

Assuming that the store is near to the individual’s daily

route and the customer visits the same route twice a day.

Assuming that the customer is a monthly salary earner

who gets his salary on 5th date of every month.

14

RETAIL CATEGORY

A product line extension is the use of an established

product brand name for a new item in the same

product category.

LINE EXTENSION:

15

Future Consumer

Enterprise Ltd

(FCEL) India’s

first sourcing-to-

supermarket food

company by

Future Group is

built on the virtue

of sharing.

Future Lifestyle Fashions (FLF) brings

together the four key components in the

fashion industry – a strong portfolio of

owned and licensed brands, a well-

established retail presence, a pan-India reach

for its brands through a strong distribution

network and investments in fast growing

fashion brands – into a single entity.

As India’s leading retailer,

Future Retail inspires trust through

innovative offerings, quality

products and affordable prices that

help customers achieve a better

quality of life every day. We serve

customers in 95 cities across the

country through over 10 million

square feet of retail space.

An instance of using

an established brand

name or trademark on

new products, so as to

increase sales.

BRAND EXTENSION: