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ABOUT BIG BAZAAR:

Big Bazaar, the flagship retail chain of the Future Group, is on the verge of achieving a unique milestone in the History of World Retail by being the first hypermarket format in the globe to rollout fastest 101 stores in a short span of seven years.

Big Bazaars journey began in October 2001. Mr. Kishore Biyani said, We initially decided to name the format as Bazaar because we had designed the store keeping the Indian mandi style in mind. Since the size of the hypermarket was big than an average mandis, the thought came to name it as Big Bazaar. However, we had freezed on the punch line Isse Se Sasta Aur Achha Kahi Nahi much before we met the creative agency to design the final logo of Big Bazaar. Though, Big Bazaar was started purely as a fashion format including apparel, cosmetics, accessory and general merchandise, the first Food Bazaar format was added as Shop-In-Shop within Big Bazaar in the year 2002. Today, Big Bazaar, with its wide range of products and service offering, reflects the aspirations of millions of Indians. Says Rajan Malhotra, President, Strategy & Convergence, Big Bazaar, What is important in our journey is not the number of stores, but the customers faith in us. Its the India and the Indians, which have helped us, reach this feat in such a short time span and today our country is creating a history in the World organized Retail. Every Big Bazaar is a small family by its own and the head of the family Karta is the store manager. Kishore Biyani, the CEO of the Future Group, has a vast understanding of the consumers insight, has inculcated the habit of observing, understanding customers behavior, in every employee of the group. Big Bazaar is a chain of hypermarket in India, which caters to every familys needs and requirements. This retail store is a subsidiary of Future group, Pantaloons Retail India Ltd. and is an answer to the United States Wal-Mart. Big Bazaar has released the doors for the fashion world, general merchandise like sports goods, cutlery, crockery, utensils, and home furnishings etc. at best economical prices. Big Bazaar group offers more than 101 stores all over the country with an amalgamation of Indian bazaars feel and touch with a convenience and choice of the modern retail facilities. The retail format of the Big Bazaar group includes Andhra, Rural & Home-Town retail chain, E-zone home-improvement chain, sportswear retailer, depot and music chain is few among others.

Communication in a retail organisation is complex and typical suited to the organisational structure. In Big Bazaar the employee-employee communication works in accordance with the Big Bazaar People management system. This system is built on 5 pillars of people based growth: a. Culture Building b. Performance Management through Balanced Score Card c. People Processes d. Management Processes e. Leadership Excellence The internal communication in Big Bazaar uses several technologies available in todays times. An employee ERP system prevails and through this system the HR department monitors and controls the employee activity as well as appraisal systems. New employees selected are given a 13 day induction and training program. They will be given information about the companys business, different departments etc. They will be informed of their roles, duties and responsibilities. They will also be informed about the HR policies and rules of the company. Mass emails, brochures, memos & circulars are the commonly used means to communicate important announcements and management deciscions. The website of Big Bazaar is also an effective communication tool for both internal as well as external environment. As internal communication it helps the employees to keep up to date with customer online orders and how to dispatch those orders. Initially developed as a website to provide information to associates, bigbazaar.futurebazaar.com has evolved to become much more. Today they use the site to communicate new initiatives; involve associates in company programs and events; gather feedback about operations, marketing, and advocacy; and function as a change-management tool. At its core, bigbazaar.futurebazaar.com strives to: serve as a single destination for associates to get information about the company and access key applications such as work schedules, discounts, benefits enrollement, educational opportunities, and jobs educate associates on issues that impact the company, local stores, and one another (for associates who want to engage in issues, the site provides tools that help them get involved) provide insight into opinions and ideas of associates that help the business create and drive more effective initiatives and communication

Apart from the website there are other tools of communicating with customers in the stroe as well as outside the stores. Some of the very good options for advertising offered by Big Bazaar within the retail space are the following: 1. Events: Retail spaces are designed for offering the atriums and other spaces for conducting events. Events are a craze in the mall based urban culture. They play an important part in the Below the Line (BTL) promotions. They can generate trials and samples.

2. Space on Hire (SOH): Space on Hire (SOH) is the latest trend catching up with Retailers, especially Big Bazaar with large format retailing. Though the costs are high, brands are willing to pay premium prices to get the right place inside the store or mall to put across his message. Within the store various spaces are available to carry messages offering a three dimensional use of retail space. 3. Kiosk Cafes: One of the latest media being added to the stores of Big Bazaar are the kiosks. Apart from these, there are In-Store Audio-Visual Communication facilities available in various retail stores which can also be used to communicate effectively with the consumers who spend a lot of time in today in retails stores and malls. Two of the most important modes of this kind are: Retail TVs: Big Bazaar stores have shown great innovation by installing TV sets at strategic locations within the store. This can add to the recall of the place that they are shopping. Retail Jockeys: Appointing retail jockeys, similar to radio jockeys that conduct entertainment and retail communications programs within the store environment. Digital Signages: Digital Signage is a mechanism for distribution of digital media by allowing motion pictures, graphics, scrolling text and audio to be displayed simultaneously at multiple locations using high definition digital displays, standard displays, plasma displays or large LED displays. These enable store owners to install channels of digital signage displays that deliver specific departmental advertising focused at the customer at the critical last mile of the Retail buying decision, the point-of-purchase. The sales persons and the customer care executives in the store are trained in a way to deal with customer grievances as well as deal with associates and other executives who visit to check their brand performances in the store or to guage a specific brand promotion activity in the store. They are trained to satisfy the customer in all possible ways so as to avoid displeasure of the customer. This is the strategy of the company to retain customers and thus in every Big Bazaar store we find the sales executives are extremely friendly and ready to help. Moving out of the retail space the company uses all modern tools of advertising in order to communicate and attract customers. Television ads, billboards at strategic places through out the cities, newspaper ads as well as magazines are the tools used for external communication. With the media, Big Bazaar communicates through PR agents, press releases and media events which are also sales promotion activities.

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