3-C TheoryAccording to 3-C theory, Change and Confidence among the population is leading to rise in Consumption, through better employment and income.[3]Big Bazaar has divided India into three segments: .India one: The Consuming class which includes upper middle and lower middle class ( 14% of India’s population) . .India two:
The Serving class which includes people like drivers, household helps, office persons, liftmen, and washermen ( 55% of India’s population) and* .India three: The Struggling class ( 31% of India’s population) .Advertising initiativesBig Bazaar has launched a promotion drivecovering the three prime media, television, print and social media, to mark the launch of the new logo. The media campaign was developed byMudra Communications.[4]Schemes and innovationsWednesday BazaarThe concept of Wednesday Bazaar was promoted as ’Hafte Ka Sabse Sasta Din’ ( Cheapest Day of the Week) . Initiated in January 2007, the idea behind this scheme was to draw customers to stores on Wednesdays, the day when consumer presence is usually less. According to the chain, the aim of the concept was ’to give home makers the power to save the most’.[5]Maha Bachat