In-Depth Marketing Strategy of Future Enterprises – Extended Study

Future Enterprises Company Overview:

Future Enterprise company occupies and manages the retail stores. The company delivers a variety of fashion products, Domestic and consumer and is also immersed in the manufacturing of Garments.

The name of the founder of Future Enterprises Company is Mr Kishore Biyani. The chairman and managing director of this company are Mr Vijay Biyani. This company works with the retail and wholesale Industry. Future Enterprises Company Founded on ‘12 October 1987’ This company is located in Mumbai, Maharashtra.

The Company has marts in 51 cities across the nation constituting over 6 million square feet of retail space. In the year 2001 Big Bazaar ‘Is se sasta aur accha kahin’ this is India’s first hypermarket chain was introduced. After this, a supermarket chain similarly launched in 2002 under the name and style of Food Bazaar.

In January 2008, the company had arrived into a joint venture with the US-based Staples Indian office merchandises business unit Future Office. The Company introduced its flagship hypermarket retail store ‘Big Bazaar’ in Barrdhaman city in January 2008. There are around 1798 employees in Future Enterprises Company. It generates around $196.31 million in sales.

According to Economic Times, Future Enterprise’s recessions 5% after defaulting on Rs 94 crore expenditures to banks. FEL is a part of a Rs 24,713 crore contract declared openly by the Future group in August 2020, in which it declared to sell 19 companies operating in logistics, wholesale, retail, and warehousing assets to Reliance Retail.

Marketing Strategy Of Future Enterprises:

In this section, we will go through the marketing campaigns undertaken by Future Retail which led them to be one of the top retail giants in India.

Segmentation, Targeting and Positioning:

Future Enterprises has segmented its market based on the tagline they had made “Udna Hai. Aaj. Abhi” which segments its market on the basis of homemakers, working women and the growing young working population.

Future Enterprises targets the different segments like Middle Class, Lower Class Customers. The growing young working population, with these target markets of Future Enterprises, uses the particular specialisation pattern of market coverage.

In Future Enterprises, Big Bazaar had created the image in the mind of customers with prices of the product and services they had to provide like trial Rooms, Car Parking. As the old tagline of Big Bazaar says, “Isse Sasta aur Accha Kahi Nahi”, this creates a perception in the mind of customers that good quality products at lower prices.

Marketing Campaign

#TheGreatXchange 

This Campaign was one of the most successful campaigns of all time. At this stage, the economic class categorised people hyped about the new product. This campaign was for the general public who wants to live a fruitful life by making money from junk. Future enterprises made their life better by providing daily products under their budget with the best external services. 

#sabsesastadin 

Big Bazar started the campaign from 19th to 26th Jan where you can get daily items at the minimum cost. You can visit the nearby store or order online at https://bigbazaar.app.link/fb and it will get delivered within just 2 hours. 

#HalfPriceSale 

This campaign was initiated in the online Big Bazaar on Feb 20. Where you can get one free while buying one school hub notebook. With 2 hours of home delivery without any extra cost. 

Social Media Marketing:

Future Enterprises is not actively available on social media but the big part of Future Enterprises Big Bazaar has tremendous followers on social media. They have their accounts on Facebook, Instagram, Twitter, and Linkedin.

Big Bazaar:

They mostly post about sales and campaigns on Facebook. On Instagram, they are posting about their various products and information. on Twitter, they post about their seasonal offers etc. And as Linkedin is a professional platform so they do post on their achievements and rewards and growth of the company.

SEO Strategies

As per SEO ranking, it is said that the Number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see that felindia.in has 1636 organic keywords and it’s considered as good. That means the digital marketing of Future Enterprises is gaining a good number of insights. 

Also, the traffic per month is around 4K+ which is known as average. Hence, Future Enterprises still needs improvements in its SEO strategies while working hard enough to keep the brand soaring in the Google organic SERP results.

Influencer Marketing

From the beginning, Future Enterprises has collaborated with tiktokers, youtube marketers and many other film celebrities.

In the third publication of the annual event by Future Group’s fashion brand, it collaborated with actress Mouni Roy to enhance the campaign Future Group’s Fashion at Big Bazaar is back with the third edition of National Jeans Day to be held on 15 December 2019. The brand is leveraging the strength of Instagram influencer marketing for a week now to establish a buzz around the event.

E-commerce Strategies

Future Group’s Big Bazaar has emerged with a new idea called ‘Big Bazaar Direct’ to expand sales through the e-commerce path.

Big Bazaar’s e-commerce enterprise ‘Big Bazaar Direct’ goes live today in 5 cities. Future Group’s e-commerce venture ‘Big Bazaar Direct’ is running live in five cities today. Big Bazaar Direct is the modern retail format launched by Future Group to deliver the end customer a personal shopping experience.

Mobile Apps

Future Pay app is India’s largely effective digital wallet to shop across Future Group outlets: Big Bazaar, Brand Factory, Central, fbb, ALL, Food Bazaar, EasyDay, Heritage Fresh, Hypercity, Foodhall & Ezone. It also permits you to regulate all your commitment accounts at your fingertips.

Content Marketing Strategy

Future Enterprises is active on Social Media Platforms. They are writing articles on Instagram, Facebook and Twitter posts about offers, products, campaigns, and more through writing. Here is the end of the Marketing Strategies of Future Enterprises. Let’s see what we learn from this below.

This ends our elaborative marketing strategy of Future Enterprises. Let us conclude our learning below from the marketing strategy of Future Enterprises.