Fast moving consumer goods business Big Bazaar is on the cusp of launching a new marketing strategy as it seeks to compete against e-commerce giant Amazon and focus on its express delivery and local tie-ups.
Big Bazaar is planning to change its tagline from ‘India ki Apni Dukaan’ (India’s own shop) to ‘India ki Asli Dukan’ (India’s original shop), sources told TNN. Big Bazaar’s parent entity Future Group is currently in a legal and media battle with US-owned business Amazon over Future Group’s planned deal with Reliance Industries Limited which Amazon is seeking to block.
“Employees at our stores are doubling as delivery executives,” said a Future Group senior executive, TNN reported. “We have also tied up with hyperlocal delivery companies. Our average ticket size for essentials is around Rs 1,500 [$20.45] for this service, which is far higher than that of online only players in the space. No other player currently delivers in two hours.”
“Apart from the ‘Asli Dukan’ moniker, we have played on the word ‘Amazing’ by using terms such as Amazing Service, Amazing Prices, Amazing Products and Amazing Deals,” said the executive. The slogans reflect the current, pandemic-influenced customer focus areas of value for money and customer service.
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