Crm big bazar


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Crm big bazar

  2. 2. AcknowledgementI would like to express my deep sense of gratitude towards the Faculty and the seniors aroundus, for their guidance and encouragement throughout the period of the project study. I amindebted to their guidance, spirit and valuable suggestions.I would also like to thank BIG BAZAAR and its employees, who has been a continuous sourceof inspiration for me throughout the curriculum.I would like to thank everyone who has been a help directly or indirectly leading to thesuccessful completion of the study report. 2
  3. 3. DeclarationI hereby declare that I have carried out Research Project on the topic entitled “CustomerRelationship Management in Big Bazaar” in MUMBAI.I further declare that this project work is based on my original work and no part of this projecthas been published or submitted to anybody. 3
  4. 4. TABLE OF CONTENTSSr. No. TopicChapter 1 Introduction1.1 Overview of Industry as a whole1.2 Profile of the Organization1.3 Problems of the Organization1.4 Competition Information1.5 S.W.O.T. Analysis of the OrganizationChapter -2 Object & Methodology2.1 Significance2.2 Managerial usefulness of the study2.3 Objective2.4 Scope of the Study2.5 MethodologyChapter – 3 Conceptual DiscussionsChapter – 4 Data AnalysisChapter – 5 Findings and Recommendations Annexure Bibliography 4
  5. 5. CHAPTER-1 INTRODUCTION1.1 OVERVIEW OF THE INDUSTRY AS WHOLEThe Indian retail industry is now beginning to evolve in the line with the transformation that hasswept other large economies. The liberalization of the consumer goods industry initiated in themid-80 and accelerated through the 90’s has begun to impact the structure and conduct of theretail industry.The concept retail which includes the shopkeeper to customer interaction, has taken many formsand dimensions, from the traditional retail outlet and street local market shops to upscale multibrand outlets, especially stores or departmental stores.The objective being to assess the various parameters that influences a buyer to visit or shop atdepartmental store thereby contributing to its turnover (in terms of sales and profits) henceleading to its overall success.The extensive research brought me to conclude that departmental stores are soon emerging onthe top priority lists, amongst the shopping spree in MUMBAI, as they seem to derive immensepleasure of convenience and exposure to variety under one roof, in their extremely busy lives,when they don’t have time for things.Though some of the customers perceive departmental stores to be expensive and only highincome category’s cup of tea, the stores make constant efforts to induce them to at least visit thestore at once during the sale period, or discount offers. 5
  6. 6. The Retail Marketing Revolution - An Introduction“Any business that directs its marketing efforts towards satisfying the final consumerbased upon the organization of selling goods and services as a means of distribution”By 2010, the list of Indias top 10 retailers will have at least 5 Indian corporate. Retail Marketingwill go through a tremendous change in India this millennium. It will change Indias cities, itspeople, and its households. The Indian consumer is reportedly the largest spender in Singaporeand London. It is, therefore, strange that there have, so far, been few efforts to present theproduct in the right kind of environment in India.Indeed, the right shopping experience does induce Indian consumers to spend more. This isevident from the experiences of retail-outlets like Music.World, Big Bazaar, Spencer’s, Crosswords, The Home Store, Ebony, Bigjo’s, Saboos, Standard,Nanz, Vijay Store and Janaki Das & Sons, Westside etc.Factors affecting Retail marketingThe development of organized retail is dependent on the efforts of several agencies andinstitutions. A glimpse of the last 2 decades of the previous century proves illuminating. Large-format retailing started with outlets like Viveks and Nallis in Chennai and Kidskemp inBangalore, and, at another level, with manufacturer-retail brands like Bata, Bombay Dyeing, andTitan. 6
  7. 7. Government:The first among these is the government. In a country as big as India and with as many states asours, it is imperative that the Central government and all state governments bring in ValueAdded Taxation or a unified taxation system to ensure that the tax-regimes are the same acrossthe country.The laws governing retail real estate should also be looked into, so that it is possible to developretail-estate beyond the city-limits. Apart from providing entertainment and retail opportunities,this will also decongest the city center and facilitate the development of suburbs. The relevantrules should also be amended to allow retail-stores to operate 7 days a week, 12 hours a day.Nuclear Families:Given the hours most urban consumers keep at work, and keeping in mind the increase in thenumber of nuclear families, this may, indeed, make sense. This will also help people enjoy theirevenings, out at malls.Developers:The second group, whose participation is essential in making retail a boom-sector in thismillennium, comprises developers. Most properties are developed without considering the enduser; thus, we sometimes find high-Ceilinged offices and low-ceilinged retail stores. Often, the shoppers convenience is not takeninto consideration while the property is constructed. 7
  8. 8. Manufacturers:Theres a lot at stake here: even so early in the 21st Century, India is too large a market to beignored by transnational retail giants. From the manufacturing companys perspective, the focusshould be on producing good products, and forging relationships with organised retail.Manufacturers need to draw a plan of producing quality products and tie in with retailers. Indeed,the birth of organised retail will also engender the creation of private labels and store-brands.Thus, if a manufacturing company lacks the resources to build a brand, it can supply to a retail-chain that has the resources to create a brand of its own.Indian Consumers:And even as these developments were taking place, the Indian consumer became more mature.Customer-expectations zoomed. Thus, at the beginning of the New Millennium, retailers have todeal with a customer who is extremely demanding. Not just in terms of the product-quality, butalso in terms of service, and the entire shopping experience.Today, the typical customer who shops in a retail outlet compares the time spent at the check-outcounter with that at an efficient petrol station, and the smile of the counter-person to thatdecorating the face of a Jet Airways crew member. To cope with the new customer,manufacturers have to focus on product quality and brand building. And retailers, in turn, have tofocus on the quality of the shopping experience.In this millennium, like in the last, customers will want to spend time with their family andfriends. They may like to visit an outlet on weekends where everything will be available underone roof. India will benefit from these developments because of increased consumption throughretailing and the corresponding increase in employment created by retailing. 8
  9. 9. Retail organizations exhibit great variety and new forms keep emerging. There are store retailers,non store retailers, and retail organizations.Consumers today can shop for goods and services in a wide variety of stores. The best-knowntype of retailer is the department store. Japanese department stores such as Takashimaya andMitsukoshi attract millions of shoppers each year. These stores feature art galleries, cookingclasses, and children’s playgrounds.The success of the retail stores, therefore, depends on customers’ reaction to the retailing mixwhich influences the profits of the store, its volume of turnover, its share of the market, its imageand status and finally its survival.Trends In Retail MarketingAt this point, I can summarize the main development retailers and manufacturers need to takeinto account as they plan their competitive strategies.In India the trends are mainly in three sectors. These sectors are:Trends in retail marketing Urban Suburban RuralNew retail forms and combinations continually emerge. Bank branches and ATM counters haveopened in supermarkets. Gas stations include food stores that make more profit than the gasoperation. Bookstores feature coffee shops. 9
  10. 10. The electronic age has significantly increased the growth of non store retailing consumersreceive sales offers in the mail and over television, computers, and telephones, to which they canimmediately respond by calling a toll-free number or via computer.Competition today is increasingly intertype, or between different types of store outlets. Discountstores, catalog showrooms, and department stores all compete for the same consumers. Thecompetition between chain superstores andSmaller independently owned stores have become particularly heated. Because of their bulkbuying power, chains get more favorable terms than independents, and the chains’ large squarefootage allows them to put in cafes and bathrooms.Today’s retailers are moving toward one of two poles, operating either as mass merchandisers oras specialty retailers. Superpower retailers are emerging. Through their superior informationsystems and buying power, these giant retailers are able to offer strong price savings. Theseretailers are using sophisticated marketing information and logistical systems to deliver goodservice and immense volumes of product at appealing prices to masses of consumers.Many retailers are even telling the most powerful manufacturers what to make; how to price andpromote; when and how to ship; and even how to reorganize and improve production andmanagement. Manufacturers have little choice: They stand to lose 10 to 30 percent of the marketif they refuse.Technology is becoming critical as a competitive tool. Retailers are using computers to producebetter forecasts, control inventory costs, order electronically from suppliers, send e-mail betweenstores, and even sell toCustomers within stores. They are adopting checkout scanning systems, electronic fundstransfer, and improved merchandise-handling systems. 10
  11. 11. Retail Marketing In IndiaThere are various ways of making goods available to consumers like: • Company to distributor to wholesaler to retailer to consumer • Company to salesperson to consumer • Company to consumers (online/ phone/ catalog ordering)These three are among the most common ways of making the goods available to consumers. Butin India the three layered system of distributor, wholesaler and retailer, forms the backbone ofthe front-end logistics of most of the consumer-good companies.There are a number of reasons behind this fragmented retail market. Some of the major reasonsbeing: • Poverty and lower literacy levels. • Low per capita income. • Savings focused and less indulgence mindset. • Poor infrastructure facilities like roads etc. • Restrictions on intra-state good movement. • High taxes. • No exposure to media. • High import duties on imported goods. • FDI in retailing is not allowed. 11
  12. 12. CRM In Retail Marketing( Big Bazaar)Customer relationship activities have the most impact on customer retention. Every customer service encounter has the potential to gain repeat business or have the opposite effect. The expectation of personalized, relevant offers and service is becoming a primary driver of customer satisfaction and retention in financial services.What Exactly Is CRM?The first thing you find when looking into the world of Customer Relationship Management isthe number of different definitions in use today.Here is the one I have chosen for this Project: • "CRM is the business strategy that aims to understand, anticipate, manage and personalize the needs of an organizations current and potential customers" -- PWC Consulting . • CRM is a business strategy, one that puts the customer at the heart of the business. • “That’s nothing new” I hear you say, and you would be right. Good business people have always understood the relationship between happy customers that come back again and again and creating long term, sustainable profitability. Big Bazaar has realized this and applied this to effect. 12
  13. 13. One just needs to think of the local shop owner who knew everyone of his customer’s names,birthdays and particular ailments to prove that point. What is new is that there now exists thetechnology to enable this customer-centricity on a much larger scale.(“Come To Big Bazaar- Isse Sasta Aur Achha Kahin Nahin”)It is said that a successful CRM implementation will allow your Customer Service, Sales andMarketing people (and anyone else in your organization) to have a holistic view of each andeveryone of your customers. In theory this will enable them to make quick, informed decisions,create cross selling and up selling opportunities, measure marketing effectiveness and deliverpersonalized Customer Care. Sound’s great doesn’t it !!!The History of CRMFollowing on from Enterprise Resource Planning or ERP (the business strategy that promised toautomate the “back-office”), the term CRM was first coined in the mid-1990s. CRM in thosedays referred to the software used to help businesses manage their customer relationships. Fromsales force automation software (SFA) that focused on customer contact management tointegrated knowledge management solutions, these were the early foundations of CRM.The last couple of years have seen the term broaden to encompass a more strategic approach andthe investment of billions of dollars worldwide into CRM solutions and services has followed.First Things FirstSuccessful CRM always starts with a business strategy, which drives change in the organizationand work processes, enabled by technology. The reverse rarely works. The key here is to createa truly Customer-Centric philosophy that touches every point and more importantly every person 13
  14. 14. in the company. From CSR to CEO everyone must live and breathe customer focus for all of thisto work.The Right TechnologyIt is estimated that the global market for CRM services and solutions is currently worth $148billion. That means a lot of choice when selecting your technology - from web-based solutionsaimed at small businesses with less than 10 employees to solutions suitable for multi-nationalenterprises with millions of customers.The FutureCRM has already made a big impact in the world of Customer Service and will continue to doso. As more and more companies become customer-centric those that fail to do so will losecompetitive advantage. As technology increases to develop at a startling rate the key emphasiswill be how we can fully utilize it within our business.However lets not lose sight of the fact that Customer Relationship Management is about peoplefirst and technology second. That’s where the real value of CRM lies, harnessing the potential ofpeople to create a greater customer experience, using the technology of CRM as the enabler.Advantages of CRM for Big BazaarUsing CRM, at the management of Big Bazaar can:  Provide better customer service  Increase customer revenues  Discover new customers  Cross sell/Up Sell products more effectively 14
  15. 15.  Help sales staff close deals faster  Make call centers more efficient  Simplify marketing and sales processesBy applying this methodology Big Bazaar learned more about customers needs and behaviorsin order to develop stronger relationships with them. They implemented CRM as a process thatbrought together lots of pieces of information about customers, sales, marketing effectiveness,responsiveness and market trends.CRM helps businesses use technology and human resources to gain insight into the behavior ofcustomers and the value of those customers.Challenges For Big Bazaar in CRM implementation:  .Difficulty in acquiring new customers can be a result of any one, or combination, of the following problems.  .Inaccurate and Slow Quoting Organizations may be unable to accurately estimate and quickly deliver successful proposals, often leading to missed opportunities, bad profit margins and upset prospects.  Lack of Product Knowledge Within their Sales Force  Problems can arise when products were sold that didn’t fit companys profitability strategy such as selling a customer one product when another would be better for the customer and more profitable for you.  Difficulty and Delay in Updating Pricing and Product Information 15
  16. 16.  When the sales force is relies on incomplete product, pricing and customer information, then theyre probably not selling the most profitable products you offer.  Customers prefer a combination of differing channels in which to deal with your company. Self-service on the web can even be done for complex products. Plus, self- service on the web offers retail banks the opportunity to shift cost out to the customer.Customer Satisfaction Is Big Bazaar“The degree of customer satisfaction you deliver determines the level of long-term success you will achieve in business.” - --- Training Mantra for Sales ForceCustomer Satisfaction their Top PriorityDont just make sales. Create customers - satisfied customers. In addition to the immediate profitthey provide on the first sale, satisfied customers help you build your business in 2 otherimportant ways:1. They become a reservoir of repeat buyers. For some businesses that means repeat buyers formore of the same product or service. For every business, it means buyers for additional productsand services.2. They automatically refer more business to you from their friends and business contacts. This ishighly profitable business for you because it doesnt cost you any time or money to get it. 16
  17. 17. Whatever they Promise More, they DeliverNever make any promises you cant (or wont) keep. Nothing alienates customers faster thangetting something less than they expect from a business transaction. They wont do business withyou again. And they will tell everybody they know about their unhappy experience - causing youto lose future customers.Always Give Customers More Than They Expect"Over deliver" on quality and service. Always exceed your customers expectations. You willwin their long term loyalty. It also makes it difficult for competitors to steal customers from you- even if they have lower prices. Customers will not risk an uncertain experience with acompetitor when they know they will get more than they expect from you.Customers know how much they value them:Let your customers know you are always thinking about them. Communicate with themregularly. For example, create some special deals just for your existing customers. And announcenew products or services to them before you announce them to the general market. 17
  18. 18. PROCESS OF CRMCustomer Relationship Management (CRM) is the process of bringing the customer andthe company closer together. There are many different areas in which CustomerRelationship Management can be implemented. The goal of CRM is to help a companymaintain current customers, as well as gain new customers.Targeted Marketing:Targeted marketing is accomplished through collecting information about the customer.This information can be buying habits or simply demographics. The idea behind this isthat a business analyzes what a customer buys and then markets specific products to thatcustomer based on his or her buying habits. Businesses track buying habits usingdiscount cards, and special store credit cards. Targeted marketing can also beimplemented on the Internet. has product recommendations based onbuying habits, and product ratings. Customers can also be sent e-mails that markettargeted products. Marketing the right products to the right customers can significantlyincrease a business sales with minimal associated costs. 18
  19. 19. CONSUMER BEHAVIOR • Options: Consumers are more likely to choose an alternative after a relatively inferior option is added as a choice. For example, Simonson says, participants in one study were given a choice between $6 and an elegant Cross pen. A second group chose among $6, the same Cross pen, and a second pen that was clearly less attractive than the Cross pen. As was predicted, the addition of the unattractive pen increased the share of the Cross pen at the expense of the $6. • Alternatives: Consumers prefer alternatives that are compromise choices. Given a choice between two alternatives, one priced lower than the other, the addition of a third choice, priced higher than both, will increase the market share of the more expensive of the original two. This finding suggests that companies can increase their overall sales and shift purchases to higher-margin items by carefully designing the sets of alternatives that their customers consider. 19
  20. 20. • Floor Displays: Buyers are averse to choosing the lowest-quality alternative in sets of three or more choices. One of the implications of this finding is that marketers of well- known, high-priced brands should encourage retailers to organize floor displays by model type, whereas marketers of lesser-known, lower-priced brands should prefer organization by brand.• Brands: Consumers who think about the possibility that their purchase decisions will be wrong are more likely to choose better known brands. In a test case, Simonson showed that consumers debating between a better known, more expensive brand and a lesser-known, less expensive brand expect to feel greater regret if they err by choosing the cheaper option. Indeed, after thinking about the possibility of regret, consumers were more likely to select the better-known brand. Kodak film has capitalized on this finding with an advertising campaign that asks consumers to consider how they would feel if they bought cheap film and their pictures didnt turn out. • Preferences: Consumers tend to select variety when buying multiple products for consumption at a later time. In each of three weeks, Simonson asked a group of respondents to select one of six familiar snacks for immediate consumption. A second group was asked to pick three snacks -- one for immediate consumption and one for each of the next two weeks. Both groups were told that they could pick the same snack as many times as they wished. Those in the first group tended to select the same 20
  21. 21. snack all three times, whereas most in the second group selected three different snacks. • Product Modifications: Modifying a product with a feature or premium that is of little or no value to the consumer, even without raising the price, may actually decrease sales. When consumers are uncertain about their preferences, a product that offers an unneeded add-on (such as an offer to purchase a Pillsbury Doughboy collectors plate) provides them with a reason for rejecting it.While marketing professionals can use these findings to influence consumer decisionmaking, consumers, too, can benefit by understanding their own behavior. "One of thepoints of our research is to inform consumers about some of the factors that influencetheir decisions," Simonson says. "With such knowledge, they may be able to make better,more thoughtful decisions."1.5 SWOT Analysis of Big Bazaar Strength  Prime location  Large floor space allowing for better visual merchandising  Large area also allows to stock a large variety of products under one roof  Experienced and competent management  Highly trained and motivated sales force  Brand equity  Large scale operations in various cities throughout the country allows them to reap the benefits of “economies of scale” 21
  22. 22. Weakness  Large scale of operations sometimes acts as a barrier to personalized customer relations  Large scale operations lead to reduced flexibility by increasing the amount of overheads and a huge commitment in terms of fixed costs  A large organization structure leads to delayed decisions. This can prove fatal for a business in the dynamic fashion industry. Mumbai, this fact sometimes results in delayed decisions in adapting to changing market trendsOpportunities  Apart from the metros, cities like Ahmadabad, Pune, Lucknow, Indore and Coimbatore have shown substantial retail presence. Most sport modern retail formats like supermarkets, department stores and specialty chains. These markets are expected to show exponential growth in the next few years. Thus Food Bazaar has the opportunity to explore new markets  According to the Consumer Outlook study, consumers are generally satisfied with the service that organized retailers extend to them. More importantly, they are increasingly regarding these organized retailers as providing `value-for-money’. These findings indicate that large retailers will capture most of the higher consumer spending  Increasing penetration of the internet into Indian homes has provided Food Bazaar Mall to break the geographical barriers and to increase their customer base. The entry 22
  23. 23. into online retailing, would, in fact, expand the product categories available to the consumerThreats:  The time when retailers had to worry about competition only from their peers down the street has come to an end. Food Bazaar is now facing increased competition in the form of international retail chains that are making a beeline towards the highly potential Indian markets. Moreover many big Indian business houses are also vying a space in the Indian retail scene . Chapter 4 – Data Analysis RESULT OF SURVEY ON CRM IN BIG BAZAAR CUSTOMER SURVEY1. Are you satisfied with the services provided by Big-Bazaar? YES 20 NO 5 CAN’T SAY 5 23
  24. 24. 25 20 15 Series1 10 5 0 YES NO CANT SAYResult:From the above table it is clear that customers are satisfied with the services of Big Bazaarbecause out of 30 customers 20 has given the positive answer in favor of Big Bazaar.2. How do you find the Shopper Assistant’s behavior? HELPING 18 NOT HELPING 7 RUDE 5 24
  25. 25. 20 18 16 14 12 10 Series1 8 6 4 2 0 NG NG E D PI PI RU L L HE HE T NOResult:From the above table it is clear that customer are satisfied with the attitude of the shopper’s .Outof 30 customer all 18 customer are satisfied.3. How would you rate the Shopper Assistant’s behavior on the scale of five?5 10 4 14 3 05 3 2 1 2 1 00 1 25
  26. 26. 5 4 Series1 3 Series2 2 1 0 5 10 15 20Result:Out of 30 customer,11customer have given the 5 marksto shopper . Assistant behavior while 14 has given 4 marks&5 has given 3 marks4. Do you find the Layout of Food-Bazaar helpful in Shopping Experience? YES 20 NO 8 CAN’T SAY 2 26
  27. 27. cant say 2 no 8 20 yes 0 5 10 15 20 25 Series1Result:Out of 30 customers ,18 have told that they like the layout of Big Bazaar while 8 told that theydo not like very much.5. What do you like most about Big-Bazaar ? 7 5CREDIT FACILITY TRANSPORTATION FACILITY 18 DELIVERY SERVICES 27
  28. 28. 20 15 10 18 Series1 5 7 5 0 Cr.Facility Tr.Facility Dl.facilityResult:Out of 30 Customer, 18 customers like delivery services of Big Bazaar while 7customers like the credit facility&5 customers like transportation facilities. So it isclear that customer wants delivery services most.6. How often do Big-Bazaar services exceed your expectations? (CustomerDelightness)ALWAYS 18 SOMETIMES 9 NEVER 3 28
  29. 29. 20 15 10 18 Series1 5 9 0 3 ER S ES AY IM EV W ET N AL M SOResult:Out of 30 Customers ,18 customers said that Big Bazaar always provide betterservices &it exceed their expectation.7. Do you think that Big-Bazaar follow the ethical Mktg. Practices like rightpricing, right quality and right quantity? YES 25 NO 5 CAN’T SAY 0 29
  30. 30. 30 25 20 15 Series1 25 10 5 5 0 0 Yes No CantsayResult:Out of 30 customer,25 customers have told that BigBazaar following the ethicalmarketing practices.8. What comes first when you think about Food–Bazaar?PRICE 20 QUALITY 10 30
  31. 31. QUALITY 33% PRICE 67%Result:Customer said that when they think about Big Bazaar they think about price. outof 30 customer 20 customer have told this while 10 customer said that they thinkabout quality.9. How would you rate theme–setting display of Food-Bazaar in comparison toother? EXCELLENT 9 GOOD 18 SO-SO 3 BAD 0 WORST 0 31
  32. 32. 20 18 15 9 10 5 3 0 0 0 D O D NT T BA O RS -S LE O SO O G EL W C EXResult:Out of 30 customers, 9 customers said that Food Bazaar theme is excellent while18 customers said that it is good &3 customers said that it is ok.RETAILOR SURVEY10. What is the most important criteria of selection for their Store Assistant andStore Manager? 1 5 4 32
  33. 33. Pleasing Personality Good Communication Team WorkCommitment toward Customer needs 10 9 8 7 10 6 0 5 0 4 4 3 0 5 2 1 0 1 0 2 4 6 8 10 12Result:Out of 20 retailers,10 has given importance to the store manager who have thequality of identifying customer need, while others have given importance on work& good communication skills.11. Do you display all the entire stock on the rack or some amount is kept forcontingence? (Inventory availability)Applicable to all product 14 Applicable to some product 4 2 33
  34. 34. Only to FMCG 7 6 2 0 5 4 4 0 8 3 2 14 1 0Result:Out of 20 retailer ,14 have told that they show all the product to customer, while 4have told that show some product to the customer.12. How do you decide of point of purchase counter? Brand 2 Price 2 Customer preference 12 Product visibility 4 34
  35. 35. 6 5 0 4 4 3 12 0 2 0 2 1 0 2 0 5 10 15Result :Out of 20 Retailer, 12 has said they use the customer preference for point of purchase counter while other said that they use brand &product visibility.13.What is the preference order for promotional activity to create customerawareness?Newspaper 10 Radio jingle 5 Advertising 1 Banner 4 35
  36. 36. 12 10 8 6 4 2 0 er g r e pe in gl nn jin s pa rti Ba o ws ve di Ad Ne RaResult :Out of 20 retailer ,10 has told that they use Newspaper as their main tool forpromotional .14. How would you analyse the customer satisfaction?Number of repeat purchase 7 Loyalties benefit 3 Customer database 10 36
  37. 37. 6 5 10 0 4 0 3 3 2 7 1 0 0 5 10 15Result :20 Out of Retailer,10 retailer said that they get the customer satisfaction bycustomer database while other have said that they use data of number of repeatpurchase.15. What is your method of analyzing customer satisfaction? Feedback 12 No. of repeat purchase 5 interaction of manager 3 37
  38. 38. With customer 7 6 5 4 3 2 1 0 5 10 15Result :Out of 20retailer, 12 have told that analyzing the customer satisfaction through thefeedback of customer.Chapter 5- Findings And RecommendationFindings 38
  39. 39. In this survey the findings are given below:1. Most of the stores are targeting almost all the segments of the society with their USP being“Price benefit”2. All the stores are in Prime Location.3. Every Big Bazaar outlet have motivated and trained sales force.4. Large variety of products are available ranging from clothes, food items, electronic goods etc.5. Staff is provided constant training for various peculiarities of customer behavior.6. Some of them offer discount sales and also send greetings to its loyal customers.7. Not much difference in the Layout of the floor designs in the various branches. They try tomaintain a similarity to maintain comfort levels of customers.8. These stores maintain Word of Mouth.9. Customers are satisfied with the provided services.10. International shopping experiences can be achieved from these stores. RECOMMENDATION 1) Convert your customers into publicity agents. Develop an incentive for them to tell associates and friends about the value of your products or services. An endorsement from 39
  40. 40. them is more effective than any amount of advertising - and it is much cheaper. 2) Surprise your customers with unexpected value. If you sell products, include an "unadvertised bonus" with every order. If you sell services, get into the habit of doing something extra for every customer or client without charging for it. 3) Reward them each time they refer someone who becomes a customer. Your reward can be as simple as a credit toward their next order from you. 4) The management of Big Bazaar can improve their understanding of the role and capabilities of advertising to improve customer relation and enhance loyalty. This understanding should in turn results in a more effective and more efficient advertising campaign. 5)Visual Merchandising: It is often seen that the people come to the store to browse rather than buy. 6) Schemes: In store Promotions: The people visiting the store should be encouraged to visit the store again and again. So it is necessary to delight the shoppers with the shopping experience. It has been observed inCONCLUSION 40
  41. 41. “Customer Service is a critical factor for keeping your clients coming back and ensuring they’ll refer you to others”. 1: Growing your business will be a difficult task at best if you don’t perform, meet and exceed your client’s expectations, and provide service that creates customers for life. 2: Customer service is all about the customer’s perception. You have to do more than just get the job done. You must deliver on all the things (big and small) that affect the relationship with your client. Consider opportunities for improvement in the following areas. 3: Setting/Reviewing Expectations: Do you work with your client to set clear, appropriate, realistic expectations that you can always meet or exceed? Are you clear about the responsibilities (both yours’ and the client’s), timelines, and expectations of results? Are you then willing to go back and review these expectations with the client at key points along the way? 4: Communication: Do you have mechanisms in place to ensure you’re communicating with clients at every stage of the engagement, from the sales process through to completion of the project? Being clear about where you’re at, what’s been completed, what’s coming up next, who’s responsible, what results you can expect, etc.? Has the client ever had to ask you for these things? 5: Organization: Are you organized? Punctual? Reliable? When you show up to work with your clients, have you done the work and are you prepared to make them feel comfortable and taken care of? Even though you’ve done it hundreds, maybe thousands of times before, do you take the time to organize and prepare to make it the best client experience possible? 41
  42. 42. 6: Committing to the Little Things: Don’t ever dismiss the power of all the little things. Together they can make all the difference and really separate you from the competition. Returning calls and emails in a timely manner. Providing useful information to folks on a regular basis. Showing appreciation for your clients through things like thank you notes, exclusive client-only briefings, and open house, etc. Clearly these are not the only relevant areas for creating great customer service, I assure you. But these were some of the Factors which might Provide a boost to the sales figures, though I am sure the organization would have already implemented most of these measures already.Big Bazaar-Marketing Mix 42
  43. 43. Product Branding PricePackaging Cost of goodsProduct Design Business ExpensesAssortment Gross MarginServices ProfitPromotion DistributionAdvertising LogisticsPersonal Selling Store LocationSales Promotion Site EvaluationPublic Relations TransportationVisual Merchandising Storage of goodsThey seem to follow this to the core for effective Customer reach and encourage customerloyalty.ANNEXURESQUESTIONAIRE ON CUSTOMER-RELATIONSHIPMANAGEMENT IN BIG BAZAARCUSTOMER BASED SURVEY1.Are you satisfied with the services provided by Big-Bazaar? 43
  44. 44. YES NO CAN’T SAY2.How do you find the Shopper Assistant’s behavior? HELPING NOT HELPING RUDE3.How would you rate the Shopper Assistant’s behavior on the scale of five?5 4 3 2 14.Do you find the Layout of Big-Bazaar helpful in Shopping Experience? YES NO CAN’T SAY6.What do you like most about Bigd-Bazaar ? CREDIT FACILITY TRANSPORTATION FACILITYDELIVERY SERVICES7.How often do Food-Bazaar services exceed your expectations?ALWAYS SOMETIMES NEVER8. Do you think that Food-Bazaar follow the ethical Mktg. Practices like right pricing, rightquality and right quantity? YES NO CAN’T SAY9 What comes first when you think about Food–Bazaar? PRICE QUALITY10 How would you rate theme–setting display of Food-Bazaar in comparison to other? 44
  45. 45. EXCELLENT GOOD SO-SO BAD WORSTNAME…………………………. ADDRESS………QUESTIONAIRE ON CUSTOMER-RELATIONSHIPMANAGEMENT IN RETAIL-SECTOR (Big BAZAAR)RETAILOR BASED SURVEY1.What is the most important criteria of selection for their Store Assistant and Store Manager? Pleasing Personality Good Communication Team WorkCommitment Toward Customer needs 45
  46. 46. 2.Do you display all the entire stock on the rack or some amount is kept for contingence?Applicable to all product Applicable to some product Only to FMCG3. Rate the following options as per your priorities while deciding the layout for store? Security m Computerization Parking Air-conditions4.How do you decide of point of purchase counter? Brand Price Customer preference Product visibility5. What is the preference order for promotional activity to create customer awareness? Newspaper Radio jingle Advertising Banner6. How would you analyze customer localities factor? Number of repeat customer localities benefit customer database7. What is your method of analyzing customer satisfaction? Feedback No. of repeat purchase interaction of manager with customer8. What is the training methodology used to enhance customer satisfaction in your employee ? 46
  47. 47. Bibliography 47
  48. 48. • Marketing Management - Philip Kotlar • Research Methodology - C. R. Kothari • Retail Marketing J.A.Lamba • Customer Relationship Management - Jagdish and Seth • •• 48
  49. 49. • Marketing Management - Philip Kotlar • Research Methodology - C. R. Kothari • Retail Marketing J.A.Lamba • Customer Relationship Management - Jagdish and Seth • •• 48
  50. 50. • Marketing Management - Philip Kotlar • Research Methodology - C. R. Kothari • Retail Marketing J.A.Lamba • Customer Relationship Management - Jagdish and Seth • •• 48