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
MARKET
SIZE
SECTOR
COMPOSITION
KEY TRENDS
GOVERNMENT INITIATIVES

3. ABOUT BIG BASKET
 Big Basket was started in 2011
 Founders-VS Sudhakar, Hari Menon, Vipul Parekh, Abhinay Choudhary, and VS Ramesh
 Started 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, Bigbasket.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:
a) Fruits & Vegetables
b) Food grains, Oil & Masala
c) Bakery, Cakes & Dairy
d) Beverages,
e) Snacks & Branded Foods,
f) Beauty & Hygiene
g) Cleaning & Household,
h) Kitchen , Garden & Pets
i) Eggs, Meat & Fish
j) Gourmet & World Food
k) 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
BIG BASKET
35%
GROFERS
32%
AMAZON
31%
OTHERS
2%
Market Share
BIG BASKET
GROFERS
AMAZON
OTHERS

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
THREATS OF
NEW
ENTRANTS
BARGAINING
POWER OF
SUPPLIERS
BARGAINING
POWER OF
CUSTOMERS
COMPETITIVE
RIVALRY
THREATS OF
SUBSTITUTES
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 marketGrofers, Amazon Pantry etc
Alternate product available in
market at a better price

10. SWOT ANALYSIS
STRENGTHS
• Product Range
• Exotic range
• Convenience
• Target group
WEAKNESS
• Minimum Order price compulsion
• Tedious Application User Interface
• Availability

11. SWOT ANALYSIS
OPPORTUNITY
• Grocery growth
• Unlike events like Covid-19 Big Basket grew 2.5X
• Increase in disposable income and lifestyle trends
• Expansion in several other cities
THREATS
• Competition
• Bigger players ( Amazon and Grofers )
• Smaller players ( Local Shops and vegetable markets )
• Customer Retention

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, In
dia,
[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)
Few sole Big Basket users

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.

22. 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.