Big Bazaar's High Decibel Advertising plan

It is said, image once built can not be altered so easily. This is what Big Bazaar trying to do with its new advertising campaign. The objective is to shed away with "Sabse Sasta" proposition.
However this is not coming at a small cost. 
BB has hired DDB Mudra communication to create 52 week ATL plan. BB is expected to spend 100 crore over the course of next 52 weeks.

Every week a new TV commercial will be aired. Each commercial will focus on a new product or new business line of BB.

The underlying theme of all the Tv ads will be that "Big Bazaar Making India beautiful". All the ads are targeted at young India who is fashionable, trendy and aspiring.

Please find few of the commercials, which have hit the Indian TV

This is the second commercial.

No way the agency has done a wonderful job in depicting the Indian values and simultaneously showing the aspirational aspect. The ads touch the chords of the viewers by its light music, conversation and characterization.

However there is another school of thought, is it necessary to create 52 different advertisements every week. What is the objective? 
Is product promotion or business line promotion?  Definitely not. If that would have been the case, the agency would have stick to 4-5 different products and promoted the BB brand only.

Then the objective of creating BB as the fashion or shopping destination,  in my mind, is also far fetched because 52 ads, 52 weeks, every week new characters, new themes, new products. The recall value will not be high. People might remember ads but not the brand.

We have to answer the question that what could agency and the client have done better in this case?
The intention is right to change the image in the minds of the consumer then sticking to one theme and one brand i.e. BB for 52 weeks would have been a better bet.

May be showing the width of products,  no. Of stores or may be product quality or may be best trendy stuff or ultimate fashion destination but effectively communicating the same theme might be a better way to change the image. Simply by communicating the sale tagline "BB making India beautiful" will not fulfill the purpose. 100 crores could have been spent in more focused and sharp way.

Big Bazar's new tactics to lure customer

Big Bazaar has launched new promotion offer “Trial Offer”, obviously this is not the name which they are promoting. But the offer says that if customer tries one apparel, the customer is entitled to get 100 rupees voucher, which she can redeem at fashion bazaar.

In some store of Big bazaar, as many as 300 trial coupons were distributed and around 50 are redeemed. This shows how impulsive is Indian consumer, any offer which hits on the floor is bound to be popular.

On the other hand company says that the objective of this offer is not sales but the better relationship between customer and floor staff, better engagement and better revenues indirectly.

The management wants its employees to spend time with its customers and know them better. This is a part of customer service but it seems that it will in one way impact directly sales as chances of trying one T-shirt, Shirt as many times by just going out and in will entitle you those many vouchers for free. This does not ensure the overall objective of the campaign and it defeats the purpose of relationship management.

On the other hand this campaign will run for more than two months and in all fashion outlets across the country. Try a cloth and get money. Companies are trying different ways to lure the customer and this new way of paying him without even purchasing is all together a new tactic.

This campaign is just one day old and started on April Fool’s day and only time will testify its success.

Point of Purchase

Point of purchase can be understood as a place where sales are made, that place can be a mall, market or city. But we try to understand POP from retailer’s point of view it is an area surrounding the counter where customers pay.

Marketers have recognized the importance of identifying the value-added produce section as a destination point within the grocery store to stimulate consumer interest, impact purchase behavior and result in increase sales .

For marketers it POP is important because consumers tend to make purchasing decisions on very high-margin products or services at these strategic locations. Points of purchase may be real, as in the case of a "brick and mortar" store, or virtual, as in the case of an electronic retailer that sells goods and services over the internet.

There are various types of point-of-purchase displays, including window displays, counter displays; floor stands display bins, banners of any kind, and all types of open and closed display cases. Generally, these displays are created and prepared by the manufacturer for distribution to wholesalers or retailers who sell the manufacturer's merchandise. Often, a manufacturer will discount the cost of merchandise or in some other way compensate the retailer for using a point-of-purchase display.

Especially in case of value formats like Big Bazaar and Vishal mega mart. Gondolas and Bins are placed near cash counter so as to increase impulse purchase ,in these display bins projects range from grocery , toys, apparels , general merchandise like utensils , door mats etc are been placed. While waiting in queue people tend to purchase such stuffs.