MARKETING MANAGEMENT 1

Course Faculty: Dr. Gaurav Bhatt

Group Project: Pricing of Selected companies

Student Name (Registration Number) Companies Selected

Anshul Jain (21BSPHH01C0158)
Vivek Kashyap (21BSPHH01C1479)
Aparna Mishra (21BSPHH01C0193) Big Bazaar
D-Mart
Ayush Jain ((21BSPHH01C)
Reliance Fresh
Srijeeta Mukherjee (21BSPHH01C1283)

Learning Outcomes from this Group Project Task: We can clearly observe that even though all
the three companies are operating in the same industry how varied and different their offerings
are and how they have targeted certain parts of the market with their offerings and products
each brand has established their own place in the mind of the consumer while selling the same product
with a few changes and modifications to the core product

Declaration:
We declare that this assignment is our work and we have not copied it from any other student’s work or
from any other source except where due acknowledgement is made.

For Course Instructor’s use only:

Marks Obtained: Max. Marks: …………………………

Comments (For Instructor’s use only)

General Observations Suggestions for Improvement

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 Content Table

Sno Particulars Page Number

1 Introduction of Companies 3 to 5

2 Big Bazaar Marketing Mix 6 to 7

3 Reliance Fresh Marketing Mix 8 to 9

4 D-Mart Marketing Mix 10

5 Segmentation, Targeting, Positioning, POP and POD 11

6 Comparison Between companies 12 to 13

7 Conclusion 13

INDEX

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 BIG BAZAAR
Founder : Kishore Biyani
Founded : 2001
headquarters : Maharashtra
Big Bazaar is an Indian hypermarket business that caters to the wants and expectations of every family.
Pantaloons Retail India Ltd., a subsidiary of the Future group, is an answer to Wal-Mart in the United
States. Big Bazaar has opened its doors to the fashion world, as well as general commodities such as
sports goods, cutlery, crockery, utensils, and home furnishings, among other things, at the most
reasonable prices.
The Big Bazaar company has over 100 outlets around the country that combine the feel and touch of
Indian bazaars with the convenience and variety of modern retail facilities. Aadhar, Rural & Home-
Town retail chain, Ezone home-improvement chain, sportswear shop, depot, and music chain are just a
few of the Big Bazaar group's retail formats.
Mr. Kishore Biyani, CEO of Future Group, founded the global country chain Big Bazaar. The
organisation does not make any promises that it cannot keep. Their main selling point, in addition to
their affordable prices, is their Unique Selling Price.
Though the products in Big Bazaar stores may not be cutting-edge, buyers can rest assured that their
money will be well spent. In 2001, the group built its first store on Calcutta's VIP Road, which was a
key departmental store that provided regulated parking, steel vessels, clothes, electronics, and other
services all under one roof at competitive pricing. As a major client base, Big Bazaar has been a huge
hit with the lower middle-class and middle-class.
Pantaloons, F123, Copper Chimney, Etam, Staples, One Mobile, Urbana, Brand Factory, LootMart,
HomeTown, and Central are among the Future Group's current formats and brands. The Big Bazaar
has a number of outlets around India, including those in Chennai, Hyderabad, Ahmedabad, Bangalore,
Kolkata, Pune, Mumbai, and Delhi.

Facilities offered by Big Bazaar

• Online shopping: Big Bazaar has an official website, FutureBazaar.com, which is one of India's most
popular online shopping destinations. FutureBazaar is a Future Group online business that sells a
variety of products including apparel for men and women, mobile accessories, mobile handsets, and
gadgets such as home theatres, video cameras, digital cameras, LCD TVs, kitchen appliances, and
more.
• Discounts: The Big Bazaar introduced "Hafte ka sabse sasta din," in which extra and unique
discounts were presented every Wednesday to entice potential consumers into their store.
• Security check: They utilise alarm systems or an Electronic Article Surveillance system at each exit
of Big Bazaar to detect whether or not products have connected tags.

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 D-MART
Founder : Mr. Radhakishan Damani
Founded : May 15, 2002
Headquarters: Mumbai
D-Mart is a one-stop supermarket that seeks to provide clients with a large choice of basic household
and personal products all in one place. Food, toiletries, beauty goods, clothing, kitchenware, bed and
bath linen, home appliances, and more are all available at low costs in each D-Mart shop, which our
customers love. Our primary goal is to provide excellent products at a reasonable price to our
consumers.
Mr. Radhakishan Damani and his family founded D-Mart to meet the rising demands of the Indian
family. D-Mart has a well-established presence in 234 sites across Maharashtra, Gujarat, Andhra
Pradesh, Madhya Pradesh, Karnataka, Telangana, Chhattisgarh, NCR, Tamil Nadu, Punjab, and
Rajasthan, having opened its first store in Powai in 2002. Our business continues to expand, with more
facilities planned in more cities, as we strive to be the lowest-cost retailer in the regions we serve.
Avenue Supermarts Ltd is the owner and operator of the D-Mart supermarket chain (ASL). The
company's headquarters are located in Mumbai.

Features of D-Mart

Low pricing: One of D-distinguishing Mart's characteristics is that it offers cheaper prices on products
not only infrequently, but on a daily basis.
Big stores: D-Mart stores are often large, and 90 percent of them are owned directly by D-Mart, so
they don't have to pay monthly rentals.
Great discounts and schemes:D-Mart saves money on expensive common maintenance fees and
exorbitant rents by not being present inside malls, and all of the money saved is finally returned to
customers in the form of substantial discounts.
Offering value for money: Providing good value for money: It offers good quality at a low cost. The
company caters to lower-middle, middle-, and upper-middle-income consumers who place a premium
on value for money.
Standalone store: All D-Mart locations are self-contained. They don't have any connections to other
stores, either internally or outside.
Spacious and prime locations:D-Mart buildings are large and well-designed, and all of its stores are
strategically located in residential communities to assist the firm attract consumers. D-Mart isn't just
interested in Tier 1 cities; it's also interested in Tier 2 cities

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 RELIANCE FRESH
Founder: Mukesh Ambani
Founded:   2006
Headquarters:  Mumbai

About
 
Reliance fresh a convenient store format is governed by the Mukesh Ambani and is the most important
part of Reliance Industries. Retail business Reliance Limited has planned to invest more than rupees
25,000 crores. In the retail division, it also comprises more than 560 reliance fresh stores all over the
country. The outlet sells fresh fruits, staples, dairy products, fresh juice bars, groceries and vegetables.
A distinctive reliance fresh outlet is around 3000 to 4000 square feet and accommodates catchment
area of 123 kilometers.
 
History of reliance fresh.
 
The Reliance retail had to face various difficulties before the launch of Reliance Fresh because of
various circumstances prevailing in Orissa. Where is Bengal and up along with the news focusing on
the birth of vegetables and fruits stocks, the retail business of reliance. Then minimized its exposure in
vegetables and fruits business. As a result of established Reliance, Fresh positioning, a pure
supermarket play focusing on various categories like it, consumer, durable, home and food. The retail
company of Reliance May not supply the vegetables and fruits in a few states. The Reliance Fresh
decided not to race with local wholesalers, partly because of the political reasons as well as its
capability to maintain a healthy supply chain.
 
Growth of reliance fresh.
 
 
The first ever are reliance fresh store was established in Hyderabad where in the company mainly
focus on the fresh produced vegetables and fruits at comparatively low price along with the with an
introduction of farm to pork theory.
This was the idea which was anticipated by the company was to take the supply direct from the
farmers and then sell straight away to the consumers, removing the middleman of the beaten track.
Reliance introduced several formats in the marketplace to cater. Who needs of common people which
was includes Reliance fresh in addition to this, the reliance retails also entered into a treaty with Apple,
which is leading information technology company to set up a series of after speciality outlets brand as
I store with its first ever store in Bangalore. With an idea to produce inclusive prosperity and growth
for farmers, consumer small shopkeepers and vendors partners, Reliance Retail was set to up in order
to lead the 4A of Reliance Group into organizational retail.

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 BIG BAZAAR
Product Mix
Clothing, food, home, farm products, relax station, and personal care are among Big Bazaar's product
categories in the marketing mix. Denim dresses, T-shirts, casual clothing, ethnic clothing, party wear,
accessories, and undergarments are common items. Big Bazaar sells ready-to-eat boxes, spices, cold
drinks, tea, and coffee, among other things. Potatoes, nuts, milk products, and imported citrus and
luxury nuts are all examples of farm products. Soft drinks, juice containers, frozen snacks and ice
creams, milk, and milk products are all sold at Big Bazaar Chill Stations. Meat, Fish, Prons, and fowl,
both cooked and uncooked, are also available at Big Bazaar. Home and personal care products include
detergents, soap, creams, deodorants, throwaway goods, and vaults. Electronics, clothes, jewellery, and
children's products are also offered during the Big Bazaar. Big Bazaar sells groceries as well.

Big Bazaar also sells products from Allen Solly, Levis, Coca-Cola, Pepsi, HUL, Britannia, ITC, P&G,
Unicharm, LG, Samsung, Nokia, HP, and more brands.
Big Bazaar also sells its own brands, including:
 DJ & CSensei
 Tasty
 Treat
 Clean Mate
 Care Mate
 Koryo
 and 44 others.
Price Mix
The goal of the Big Bazaar is to gain "Max Market Share." Big Bazaar employs the following pricing
techniques: Value Pricing (EDLP-Every Day Low Price) is used to determine pricing: Big Bazaar
guarantees the lowest price without the need of coupons, the need to wait for discount promotions, or
comparison shopping, and the necessity to slash coupon prices for customers.

Big Bazaar offers low-interest financing on special occasions. Big Bazaar attracts customers with
psychological discounts (Rs. 99, Rs. 49, etc.). The Big Bazaar also offers special event pricing (during
Diwali, Gudi Padva, and Durga Pooja).
Differentiated pricing, or rate differentiation based on peak and non-peak shopping times or days, is
another Indian retail pricing approach that Big Bazar use actively.
Example: Wednesday Bazaar,
Product bundling entails selling combo-packages and providing discounts to clients. Consumers value
the packaging, which leads to increased sales. Big Bazaar places a premium on bundling. For example,
two bundled Delmonte ketchup for Rs. 145 (the price of a single pack is Rs. 85).

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Place Mix
The Big Bazaar stores come in three sizes: hypermarkets with a floor area of 40000 to 45,000 square
feet, Express stores with a floor area of 15000 to 20000 square feet, and Super Stores with a floor area
of over 100000 square feet. Big Bazaar has more than 250 outlets in more than 120 cities and towns
across India. The majority of Big Bazaar's locations are in high-traffic regions. Big Bazaar wants to
open stores in emerging areas as soon as possible, before the value of real estate skyrockets. Biyani
intends to spend heavily in Big Bazaar's expansion.
Promotion Mix
Big Bazaar is recognised for leveraging memorable punchlines to promote its products in catchy, easy-
to-remember ways. For beneath the line promotion, they give discounts and coupons, as well as
money-back guarantees and other swap arrangements. Guerrilla marketing is also used by Big Bazaar
to promote its items.
Various promotional schemes of Big Bazaar are:
1. Wednesday Bazaar
2. Exchange Offer
3. Future Pay Loyalty Card
4. Advertisements on TV, Print Radio, and social media.
5. Advertisement through Google AdWords
6. Brand Endorsement by M.S. Dhoni and film actress Asin.
The advertising approach in Big Bazaar’s marketing mix is largely a 360-branding technique.

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 RELIANCE FRESH
Product Mix:

Reliance Fresh is a supermarket store that sells convenience items. It covers an area of around 3000-4000
square feet and serves a radius of about 2-3 kilometres. All of its stores have been meticulously arranged so
that each part is spacious and customers can quickly locate what they need.

Reliance Fresh is a well-run retail business that serves tens of thousands of suppliers, farmers, and customers.
It has used a backwards integration strategy, creating a value chain that begins with a farmer or producer and
ends with a consumer.

 It offers a variety of products.

 Bars made from dairy products
 Vegetables Fresh Juice Groceries Staples
 Beverages made with fresh fruits
 Products, both fresh and frozen
 Desserts and Confectionery
 Breakfast and healthy foods
 Condiments and Sauces

Place Mix
Reliance Fresh has a pan-India presence, with over ninety-three cities and towns across the country. The
company's headquarters are in Mumbai, Maharashtra. To gain maximum client presence, the company uses
1,691 Reliance Fresh stores positioned adjacent to residential areas in the business complex to service its
customers.
It began operations with a single store in Hyderabad and has since expanded to include locations in Ahmedabad,
Amritsar, Bangalore, Bhopal, Udaipur, Noida, and Chennai. It has a well-developed distribution network and a
Farm to Fork concept. A farmer sells his or her products to a Collection Centre, which then transports them to a
Processing and Distribution Centre, and finally to the final destination, a Reliance Fresh outlet. A consumer can
easily buy to its heart’s content from here. The company has encouraged direct dealings so that farmers can
benefit from this scheme.
Price Mix
Reliance Fresh is envisioned as a neighbourhood store that serves as a one-stop shop for fresh fruits and
vegetables. It has attempted to eliminate the services of middlemen in order to reduce the cost of the goods. This
will benefit both the producer and the consumer in the long run. Reliance Fresh has made it a priority to provide
people with the best possible and fresh items at cheap pricing. To attract a large number of customers, it has
chosen a sensible pricing policy that is both economical and pocket-friendly. It has instituted a special pricing
policy in order to stimulate bulk sales and boost income.

Promotion Mix

Reliance Fresh has implemented a number of marketing strategies to raise brand awareness among
consumers. To gain maximum brand visibility, it has used print and electronic media to establish ad campaigns
that are displayed on television, bus shelters, and hoardings put in strategic locations. Reliance Fresh has
embraced digital marketing and sends SMS to its existing and prospective clients advising them of new deals

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and discounts. It recognises the value of effective marketing and customer interaction, and as a result, it has
introduced Reliance One membership cards. Customers will be more loyal as a result of this, as they will try to
buy more frequently in order to obtain higher rewards.

Reliance Fresh has chosen Saturday and Sunday as discount days because these are the days when most
people have time off from work to do their shopping. The tagline for Reliance Fresh is quite appropriate. Aapka
pados me aapka pados me aapka pados me aapka pados me a Reliance has always been involved in charitable
efforts, and Reliance Fresh has followed in the footsteps of its parent firm. It hires people from disadvantaged
backgrounds and, as part of its corporate social responsibility, has decided to train students from non-profit
and public schools.

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 D-MART
Product Mix
D-Mart is a one-stop outlet that offers a wide range of choices in home and personal products to its
customers. It believes in mass commodities and therefore its products are available in different sizes
and colors. Apparels are displayed systematically by their size options. 
Retail price, actual discount, and offer price are displayed on the tags for the convenience of
customers. The area of the outlet is divided in accord with products as every product has a separate
section from which a customer can easily make a choice. 
Each D-Mart outlet has the following products in its portfolio-
 Food items including vegetables, fruits, dairy products, frozen eatables
 Grocery items like flour, rice, dal, sugar, salt
 Apparels for kids, males and females
 Beauty products and personal care including soap, shampoo, cleanser, toner
 Kitchenware including crockery, utensils, plastic containers
 Toys and games for children
 Home appliances like iron, mixer grinder, grill toaster
 Bed and bath linen
 Luggage like trolley bags
 Footwear for everyone including children, men, and women
 Daily essentials like biscuits

Place Mix

D-Mart has a reach in most of the important cities in India including Ahmedabad, Surat, Rajkot, and Bhuj in
Gujarat, Tirupati in Andhra Pradesh, Hyderabad in Telangana, and Bangalore in Karnataka, Mumbai, and
Kolhapur in Maharashtra. It can provide its products through a network of one hundred and ten stores and has
its headquarters based in Mumbai, India. D-Mart has set up its stores at very strategic points to gain maximum
advantage from its locations because easy accessibility and proper transportation facilities are very important for
the survival of any outlet. 
Exceptional service is not a vital factor for such outlets. They have reliable and trained employees to help
customers in hours of need but the consumers are generally self-sufficient and are likely to pick up items from
various shelves themselves in a walking trolley basket and take it to the billing counter for payment.

Price Mix

D-Mart is a departmental store and believes in levying an economic pricing policy for its products. The
company has taken a low-cost approach to target that group which is price sensitive. As mass merchandise is its
mantra it has kept prices at reasonable and economic rates so that a customer can easily purchase it. D-Mart has
adopted a simple strategy of garnering huge sales through affordable prices and keeping the price range within
reach of customers is its top priority.
It offers a 5% of minimum discount on MRP at any given time on all items except fruits, groceries, vegetables,
and medicines. D-Mart has also adopted a discount pricing policy and it periodically offers its customers various
incentives and lucrative discounts, especially during festival seasons. Customers at such times buy in bulk
quantities resulting in a huge volume of sales. This is the reason why such stores can earn greater revenues.

Promotion Mix

D-Mart is one of the largest multi-brands in India and to maintain its position as one of the best, the company
has adopted several promotional activities. It offers gift coupons to reward its employees and during certain

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periods to boost its sales, coupons are also allotted to customers when they meet certain standards of bulk
purchase. Discounts are offered during festive seasons, for example, there was a 10% off on prices
of Cadbury products during Raksha Bandhan. D-Mart also creates brand awareness and visibility through
hoardings. The latest offers and schemes can be easily known through its promotional activities that are
published in newspapers.

SEGMENTATION

Segmentation Reliance Fresh D-mart Big Bazaar

Middle class & Lower- Middle class & Higher & Upper Middle-
DEMOGRAPHIC
class people Lower-class people class people
Tier 1, Tier 2 & Tier 3 Metropolitans, Tier 1,
GEOGRAPHIC Tier 2 & Tier 3 cities
cities Tier 2 & Tier 3 cities
Activities, Social
PHYCHOGRAPHIC Life Style Experienced
status
BEHAVIORAL Emerging affluent Time starved Urban

TARGETING AND POSITIONING

  Reliance Fresh D-mart Big Bazaar
Family friendly, low-
Delivering superior quality
Offering reasonably priced cost products with a
products and services for
quality products, quickly narrow scope for a
customers through
POSITIONING served, emphasising pricing customer base,
leadership, innovation and
and overall efficiency of the following similar
partnerships to achieve
business strategies throughout
high quality aims.
the business operations
All age group
Targeting Price Conscious Hygiene and Price
Hygiene Conscious
Customers Conscious

POINT OF PARITY AND DIFFERENTIATION

Reliance Fresh D-mart Big Bazaar
POP Deals with all kinds of daily consumer products and focused on middle class families

Owns all the stores none of

Rents the stores Rents the stores
them are rented
Fresh Vegetables are Only Packed and consumer Deals also with electronics and
sold products are sold Furniture
POD
Directly acquires products
from Factories, removing
Has Middle Men Has Middle Men
the middle men (whole
sellers)

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 COMPARISON
Comparison Reliance Fresh D-Mart Big Bazaar
Very Less in some
Comparatively OK but when food and Grocery
Mostly Items are sold on
people have choice they prefer Items Like Brooke
Pricing MRP Offers are not more
D-Mart More as compared to Bond Red Label Tea
on Groceries
Reliance Mart   is Sold in 269 which
attract customers
Pricing Are Not Clearly Pricing are Well
Promotions Pricing are Informed
Informed on the Shelfs Informed on Shelfs
Company can reduce pricing
by buying products from local Big Bazaar is also
D-Mart is promoting
Products vendors. And promoting them promoting products of
its own home brands
heavily through Visual various vendors
Merchandising
700 stores, 93 cities served in 214 Stores in 17 295 Stores in over 120
Place
India Indian cities cities
Others
Quality of
Good Good Good
Items
Replacement
Good Good Good
Services
Less as compared to
Oil Pricing Ok Reliance, Best Price Equal to MRP
and Big Bazaar
Taking Half Price if only 1
item is needed in some cases.
No Discount on buy 1 get
1like in Besan Reliance has
Reducing Price not reduced the price and
Taking Half Price if
on buy 1 get 1 giving 1 kg in actual rate and No Such Offers
only 1 litre
Items saying buy 500 gm and get
500 gm free. Customer is not
So Fool. Customers can get
attracted but this type of offers
harms the image of the store.
Visual Merchandising is not
Visual Merchandising
Visual good, Proper Arrangement of
is good different Different Sections for
Merchandising Items is not their Sections are
sections according to different items
Activities not according to the basic
basic needs
needs
Reliance has executives but No Executives are
A Large Number of
Executives to they just tell What customer is Appointed to Escort
Executives are appointed
Escort asking and does not give Customers but People
by Big Bazaar
options to the customers and have to ask The

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 tell them about the offers.
Reliance Must Train their Counter Person to
employees
Entry is not Well-Maintained Entry is good items
Items are arranged in
Entry Shelf’s related to basic needs are arranged in proper
proper sections
must be in the first order format
Very professional Person
at the billing counter is
showing great interest in
and attracting customers
Pricing is less to buy their loyalty card.
Professional Approach i.e. buy for 5000 you will
Employees at the Billing
Professional is there i.e. they get 6000 but the
Counters don’t have
Approach convince customers customers are unaware
professional Approach
regarding the products that they are paying
and other offers purchasing items on
MRP. At some occasions
they are giving discount
to customers who are
having loyalty cards

CONCLUSION
Customers gain from retailing because merchants perform marketing functions that allow them to
access a diverse range of goods and services. Retailing also plays a role in the formation of a sense of
place, time, and ownership. The service given by a merchant also helps to improve the image of a
product. Retailing has a large economic impact. It demands large annual sales and employment levels.
The primary purpose of this study is to understand more about the retail industry's importance.
The primary purpose is to satisfy the customer. Companies must carefully select their target market. To
reach a bigger market sector, promote the items and target the middle class of society. This modest
step will have a significant influence on the business. While a business requires that one item to stand
out in the market, it also needs to provide the essential products to stay afloat.
The important incident that came to our attention was that, despite the fact that “Big Bazaar” which
was under the "Future group," which was a very successful firm, it was undertaken by “Reliance”. So,
we may infer that, despite extensive research and forecasts as well as a substantial expenditure, there is
no absolute certainty about where we will end up in the future

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