CASAS BAHIA<br />Marketing to the poor……….<br />
HISTORY<br />Total dedication to you.<br /><ul><li>Found in 1958 by Samuel Klein.
1st store operated clothing and furniture.
2002– 16,800 employees in 310 stores across Brazil.</li></li></ul><li>Realization of Potential Market.<br />Serving the Ur...
Two sources for the credit.
Low income groups put together form enormous purchasing power.
Low income consumer with Casas Bahia.</li></li></ul><li>The Business Model<br /><ul><li>Credit Sales– 90% of total sales.
SPC Credit check system.
Credit Analyst.
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Casas Bahia

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Case study of Consumer Behaviour, and how Casas Bahia targetted the bottom of the pyramid as said by C.K.Prahlad.

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Casas Bahia

  1. 1. CASAS BAHIA<br />Marketing to the poor……….<br />
  2. 2. HISTORY<br />Total dedication to you.<br /><ul><li>Found in 1958 by Samuel Klein.
  3. 3. 1st store operated clothing and furniture.
  4. 4. 2002– 16,800 employees in 310 stores across Brazil.</li></li></ul><li>Realization of Potential Market.<br />Serving the Urban Poor……..<br /><ul><li>Five economic groups.
  5. 5. Two sources for the credit.
  6. 6. Low income groups put together form enormous purchasing power.
  7. 7. Low income consumer with Casas Bahia.</li></li></ul><li>The Business Model<br /><ul><li>Credit Sales– 90% of total sales.
  8. 8. SPC Credit check system.
  9. 9. Credit Analyst.
  10. 10. Rejected customers were accepted here in terms of credit worthiness.
  11. 11. Installments from 1-15 months (grace period).
  12. 12. Yellow card for punctual customers.</li></li></ul><li>Strategies<br /><ul><li>Wisely chosen areas of operations.
  13. 13. Wisely chosen segment .
  14. 14. Cross-selling.
  15. 15. Repeat sell(letters).
  16. 16. T.V. Ads with endorsement.</li></li></ul><li>For Critics<br /><ul><li>It is the company taking up the risk to sell to a vulnerable segment.
  17. 17. The economic cycle, win-win situation in developing countries.
  18. 18. It’s the customer’s choice to buy what we have to offer.</li></li></ul><li>Q & A<br /><ul><li>Flexible business model, Customer oriented and customized solutions.
  19. 19. BOP marketing strategy(Smart), targeting 84% BOP.
  20. 20. Critics are weak, it is the consumer’s choice and the company is serving them.</li></li></ul><li>Present scenario.<br /><ul><li>Went online in 2009.
  21. 21. 35 million transactions in one hour.
  22. 22. 500 store across country.
  23. 23. 22000, employees.
  24. 24. Profits in 2004 $2 billion.</li></li></ul><li>Thank You<br />AnamikaTarafdar<br />Ankit Sharma<br />Bhupinder Singh<br />JyotiDhiman<br />

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