Big basket

Marketing strategies of Bigbasket along with the product portfolio and porter's analysis.

1. 20160302090451-Great-Grocery-Deals-at-BigBasket-with-Pennyful RITIKA SIKKA (20DM177) SAKSHI VARSHNEY (20DM183) RAUNAK RUNGTA (20DM170) R.SACHIN KOUSHIK (20DM163) PRASHANT NIGAM (20DM157)

2. THE RETAIL INDUSTRY SCENARIO IN INDIA

3. ABOUT BIG BASKET Big Basket was started in 2011 Founders-VS Sudhakar, Hari Menon, Vipul Parekh, Abhinay Choudhary, and VS Ramesh S tarted their first online shopping business in India called Fabmart.com in 1999 They started an online groceries business in 2001 as part of Fabmart Now, B igbasket.com is India’s largest online food and grocery store With over 18,000 products and over a 1000 brands Available in Bangalore, Hyderabad, Mumbai, Pune, Chennai, Delhi, Noida, Mysore, Coimbatore, Vijayawada-Guntur, Kolkata, Ahmedabad-Gandhinagar, Lucknow-Kanpur, Gurgaon, Vadodara, Visakhapatnam, Surat, Nagpur, Patna, Indore and Chandigarh Tricity Pay online using your debit / credit card or by cash / Sodexo on delivery

4. Product portfolio Bigbasket.com divides their products based on several categories as follows: Fruits & Vegetables Food grains, Oil & Masala Bakery, Cakes & Dairy Beverages, Snacks & Branded Foods, Beauty & Hygiene Cleaning & Household, Kitchen , Garden & Pets Eggs, Meat & Fish Gourmet & World Food Baby Care Survey report

5. Market Share Big basket has the highest market share among online groceries in India at over 35%. A 76% increase in sales over last year, as the spike in demand for home delivery of fresh produce and staples seen during the nationwide lockdown. Big Basket reported a fivefold increase in demand during the initial phase of lockdown. The number of new customers has increased by 84 per cent versus pre-COVID levels and the retention rate by 50 per cent-an indicator of the strong growth seen by Big Basket during the COVID-19 pandemic

6. Business Model Big Basket operate an inventory model & there are 3 critical parts of the model – A Sourcing team that gets together and manages a range of fresh, short life perishables, chilled & frozen products & the regular long shelf life products. The model of sourcing, especially fresh produce is a differentiator. Today Big Basket has a network of 5000+ farmers coming & selling their produce daily across 25 collection centres in the country ( “Farm to home” philosophy) A Technology team that enables both backend processes & front-end consumer product – the app & website where people can place the order. The Operations team that manages the warehousing & final mile delivery of over 55000 orders per day to customers.

7. Student = generally staying in hostels and pg = foreign and other state Event Planners = big event requires bulk order = corporate parties Others = societies =co operatives = Groups Corporate = single professional = married and both are working Family = with baby = big family CUSTOMERS

8. Benefits to the Buyers Variety Getting stuck in traffic jams Paying for parking Standing in long queues Carrying heavy bags Get everything you need, when you need, right at your doorsteps

9. PORTER’S FIVE FORCES Technology, Cultural and Social barrier When there is no close substitute available for the products being supplied. Getting a particular product cheaper in the local market Grofers , Amazon Pantry etc Alternate product available in market at a better price

10. SWOT ANALYSIS

11. SWOT ANALYSIS

12. COMPETETITORS Grofers Amazon Pantry JioMart Nature’s Basket Description Grofers provides a mobile e-commerce platform for online shopping and delivery of groceries, fruits, vegetables, cosmetics, electronics, and other daily needs. It offers fresh produce, pet care products, bakery products, meats, flowers, sports products, household products, baby care products, and others Amazon Prime Pantry  is a service of  Amazon.com  available only to  Amazon Prime  members that packages everyday (non-bulk Non perishablefood   grocery  store items into a single box for delivery for a flat fee. The service is available in the  United States ,  Austria ,  France ,  Germany ,  India , [1]   Italy ,  Japan ,  Spain , and the  United Kingdom . JioMart is an Indian online grocery delivery service, started as a joint venture between Reliance Retail and Jio Platforms. JioMart delivers grocery and daily essentials from nearby stores Nature’s Basket  is present through physical retail stores across India, combined with an online portal and a mobile application. Aiming is to redefine India’s freshest and finest food experience by sourcing and serving the very best. Be it the freshest fruits & vegetables, authentic delicatessen, the finest meats, irresistible bakery products and more Founded in 2013 2016 2019 2005 Head quarters Gurgaon Hyderabad Mumbai Mumbai Employees 3,350 10,000 750 Valuation($) 650 million 50 million

13. SEGMENTATION DEMOGRAPHIC – Students living in hostel , Nuclear Couple, Middle aged and Retired couple, people busy working and have no time to go to market. Working Couples PSYCHOGRAPHIC & BEHAVIORAL - There are people who are not busy but wish to comfortable who do not like to go out to the market and buy groceries and want everything at their door step .

14. SEGMENTATION GEOGRAPHIC – In this criterion they firstly segmented the people in metro cities as the number of people using smart phones and computers is high.   They firstly started their service in metro cities and then expanded to non-metro cities and as of 2018 Big basket is available in 30 cities of India

15. TARGETING AND POSITIONING Majorly focused on one day delivery of perishable goods like fruits and vegetables. Quality of food Shifted from just in time to warehouse stock model There was no competition in online grocery market when Big Basket started so the market was huge

16. POST COVID-19 MARKET STRATEGIES Post Covid-19 – Major Consumer concern was Hygiene All warehouses are being sanitized frequently Temperature checks Digital Transactions Revenue became 2.5x post Covid SURVEY REPORT POST COVID (NEEDS) PRE POST

17. FEW GAPS IN THE MARKETING STRATEGY According to our survey the major concern regarding Big Basket was the AVAILABILITY. The User Interface is not so user friendly for elderly and non tech savvy people, which can substantially decrease sales. For example you cant change your credentials like phone number or email after you make a new profile. Few product offers and combos are unnecessarily placed and are not so appealing. The affordability for Big Basket is lower than Grofers if we compare the prices for common products. Many a times there have been instances that the gift products are not delivered along with the regular order placed.

18. SOLE USERS OF BIG BASKET (SURVEY)

19. CONCLUSION AND SOLUTIONS As the disposable income of India is increasing very fast and every year so Big Basket should be made available to other cities also Priority slot feature for loyal customer and to reserve a certain delivery capacity for them Building a friendly User Interface so that even not so tech savvy people can use it, but also they are allowed to change the credentials as per their convenience . Avail promo codes and coupon for Big Basket on every purchase .

20. 01 02 03 04 Try to achieve one day delivery efficiency. We can offer special food items of different places to be available on Big basket website. E.g Pune ki Bhakarwadi , Mathura ke pede and goods from Karachi Bakery Search should be made in different languages too. . Introduce loyalty programs.

21. Sample Here the delivery person can provide customer with the sample of “Rice & pulses” , and should convince them to try atleast once, same strategy could be followed to make customer trust their “fruits & vegetables” . So, in same manner they should approach customer and try to win their trust.

22. THANK YOU