Friday, July 04, 2008

Fashion @ BIG BAZAAR!! ??

Munna is a bit stunned and has brought out some beautiful expressions on his face as if something happened to him which is the worst till date in the whole world. These expressions are almost similar to that of the Zimbabwean bowler Olonga who was hit from all angles to the boundary by Sachin. I am unable to control my emotions and just burst out laughing crazily.

Praneeth(aka Munna aka Alludu) is a friend of mine since Class XI, with the same age as mine(23 years) standing 5ft 10inches tall with an average size weighing 65 Kgs. I'm 6ft tall with a bit huge size weighing almost 95kgs.

I, along with Munna was waiting at a bus stop discussing some stupid topic in the world. Meanwhile, a teenager with a structure almost similar to that of mine approached Munna and asked him for the route to Begumpet. Asking him for the route doesn't have any problem, the way he asked him made me laugh and the same thing made munna confused. His words were:

"Uncle, which is the road that leads to Begumpet from here??"

My friend took some time to recover from the confused state and by that time I reassured from him that he referred to Munna as Uncle and not me. I did this because in the past a doctor in Ghaziabad referred to me as a 31 year old person though am 21 at that point of time(a part of this credit goes to my dressing and the remaining to my moustaches).

As the boy moved away Munna started saying, "This stupid fellow seems to be like a mini elephant and he calls me Uncle. Thank god he didn't call me Grandpa. But, this is too disgusting. Am I appearing like an Uncle? Am I looking that Old or that bad?" In the next few seconds he started thinking of the dress that he wore. And there's the logic. The dress that he was wearing that day suited that bad for him which made him appear like an Uncle for the teenager and our next step was to move into Hyderabad Central to get a new pair of dress for him.

And that's what I am trying to speak about. The dress that you wear and your dressing style obviously brings a huge difference in the appearance as well as the image. It makes you look like an Uncle, a servant, etc., That's the same logic used behind the Ad "Fashion @ Big Bazaar" that we have been watching daily. An Ad which shows a watchman referring to a car owner as a thief and a teenage girl referring to another teenage boy as a thief. It's a simple logic but used in a wonderful way to highlight about the requirement of fashion in dressing.

But the other logic that's missing here is about Big Bazaar(BB). BB has been promoted till date as something "Accha aur Sasta"(Cheap and Best). And customers too are used to the same image with the products at BB. So, why are they trying to change the image of the Apparel section? Whom are they trying to attract through this campaign. Is it the same customers who walk into their stores daily? I don't think so because they do come repeatedly as they belong to the middle segment and their behaviour is something like this:

The Apparel section @ BB has whole range of products wrt cost. Customers who belong to this segment visiting the section would only buy those which are at the max costing them a mid price per unit. For ex: A trouser for Rs.500/- is worth buying from Big Bazaar with a pvt. label brand of knighthood. Similarly they will buy shirt worth 300 or 400 @ BB. These middle segment customers are happy with the Knighthoods, RIGs and they walk in continuously into BB as they don't find a suitable outlet giving them such pvt labelled apparel at that cost.

If they are trying to attract the upper segment which doesn't come to BB, it is worthless because of the available brands at those prices such as Peter England, Park Avenue, etc. This segment knows that, @ 600-1000 bucks they can get a branded one from a Brand factory or some other retail outlet such as Shoppers Stop. And they will not prefer buying a private labelled shirt for 500 bucks at Big Bazaar when they are getting a Peter England at the same price.

So, the campaign is doing nothing except, diluting the image of "Accha aur Sasta" to a small extent. Though it might be a small extent but why do you want to make an Ad and then promote it at a huge cost to dilute your brand. Absolutely Useless...

But, Brand Factory is another retail outlet of Future group where we get Apparels at all ranges with brands varying from Desi to International such as RIG, Van Heusen, John Players, etc. And Dhoni too might have been a good fit for the Brand Factory or else for Pantaloons other than Big Bazaar where he has been a misfit.

15 comments:

Gagan said...

nice !!

keep poasting ~~

terminalrant said...

Hmmmm..I beg to differ on your argument about the diluting of BB's brand image. Tell me exactly, where is dilution happening? See..no where in the ad are they telling us that clothes are expensive or uppish..they are only advocating smart dressing..None of the characters in the ads are rich, they are all essentially middle class..the house are middle class houses..the cars are middle classih..so no where in the ad have they created an expensive image..A smart image yes but an expensive image, I'm afraid not..

And they couldnt have zeroed in on a better brand ambassador, for Dhoni inspite of all the fame and money, still have the small town air about him which fits the bill perfectly. Infact even a couple of other ads have exploited his small town, thrifty image of Dhoni..

So no..I dont think this ad is a failure..

Anyways..good post..rarely do we find blogs where the writer throws up argumentative points to the readers.. :)

sajjapraveenchowdary said...

@ terminalrant: They might not be saying about expensive or uppish.. But they are showing a new position for the Apparel section called "Fashion" instead of the "Acha aur Sasta". As I already explained you about the price points and if you notice the post clearly.. the psyche of those customers who are preferring BB Apparels is in such a way that they still move in to get the same pvt labelled brands... and it isn't required to advertise as fashion for them... And if they are moving to an upper level or to target the upper section.. they will not prefer pvt labelled brands when they get other brands..

So, finally the target seems to be the same people who are walking in and need not be targetted with the concept of "Fashion @ BB"..

Suchi said...

nice post...

RINZU SUSAN RAJAN said...

yea... most of the ads made nowdyas are concentrating on the newest trends let dat be clothes or accesories...

n guess its entirely the customers choice...

i liked the ad to be honest.......

sajjapraveenchowdary said...

@ suchi: Thanks

@ rinzu: Yeah.. The concept is too good ... it's a gud ad but not targeted well...

Royal Jed said...

Firstly a very good post and also a wonderful observation. Hope your friend lost 10 years off his looks after a stint at the Big Bazaar. (^_^)

And secondly I agree with the views of terminalrant.

The reason is because if you see the consumer mentality today, they are more aware of the value of the brand and are keen about social status.

If I say Reynolds 045 is the cheapest pen. A kid might love it who is trying to adjust his pocket-money but for a person of age-group around 16-40 The big B's 'Have a Parker' makes a bigger impact. A Parker would give him a social status aptly shown in that ad.

The BB's new tag is also targeting a similar consumer group and they are reflecting the need of the society- for a refreshing look. Consumer would still end up at BB for its rates but now also for a personality makeover.

sajjapraveenchowdary said...

@ Royal: Yah.. I agree to ur point that they may walk in now not only for the prices but also for the image... But is this required?? This segment walks in anyway even if the personality isn't changed.. They walk in for the value for money.. And thanks for ur wonderful observation..

Ash D said...

I think the ad does make sense. I'm sure you realise that in most cities youngsters work on pocket money. Even freshers in the job sector, they dont get paid much. C'mon 20 grand in b'lore is nothing. Considering that they are working in a corporate environment, fashions does play an important role at the same time it should be affordable. And might I correct you, but you wont get good quality stuff at individual brand stores like you do in BB. Be it peter england or whatever. I remember getting 2 knighthood full sleeve shirts for 500. and it's a permanent offer. That is something which cant be beaten by any brand store. So ideally speaking, everyone knows that BB is cheap, but how many people know that what they sell is fashionable as well?? From that point of view, I think the image correction exercise makes sense...

sajjapraveenchowdary said...

@ Ash: I am not against the point that the Ad makes sense. But am trying to ask how much sense does it make wrt BB. A wonderful thing that you quoted abt the knighthood shirts. You know what you want and you know what you get at BB.. So, you will walk into the store next time too.. Bcoz you are trying to spend 250 per shirt.. But if you have enough money to spend 700 or 1000 on a shirt will you go to BB. Though u know abt BB and though u have been there before, u will not go to BB to spend that much on a shirt.

That's what I'm speaking abt..

Shrey Gandhi said...

nice work...

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aby said...

i guess we are about to see more advertising campaigns of the ilk cropping up in the future..the competition has just started in the ret.sector after all :)

poonam said...

good post..

Misty Rhythm said...

i'm personally not a fan of big bazaar :P ...yes, they maybe cheaper, but compared to the quality of products is not upto the mark.
i think their advertisements are kind of discriminating! it encourages people to judge by appearance even more..like we dont get enough of it already!!

good writing technique tho :)