Abstract

The caselet examines how 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 schemes which attracted the middle class consumers to the retail store. The caselet details how Big Bazaar went into tie-ups with some of the manufacturers, which helped the company offer goods at low prices to its customers.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• How organized retail can cater to the needs of lower middle class consumers. How organized retail can offer lower prices to consumers for the merchandise. The effectiveness of promotions undertaken by hypermarkets.

Keywords

Big Bazaar, Pantaloon Shoppe, Hypermarket, Kisore Biyani, Arvind Mills Ltd., Price challenge, Trent Ruf n Tuf, Warehouse format and Gold Bazaar