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Casas Bahia
 

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.

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 Casas Bahia Presentation Transcript

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