A brief about BigBasket and its popular modus operandi.

2. Operational Efficiency of BigBasket
submitted by,
Navin Jacob
2 MA ECO

3. The factors which allowed the company to survive
• BB has always seen itself as a “retail” company
• The cohesiveness of the founders.
• Ability to assimilate talent from different cultures and backgrounds
• Businesses exist to make money.
• Betting on the right acquisition/s and making it/them work

4. Business Model
• It works as an asset light model.
• It does not own retail outlets and uses warehouses for fulfillment.
• It partners with third-party vendors, wholesalers and resellers, and
also sells some goods under its private labels.
• Specialties of the model include:
(a) Single-minded focus of delivering the best customer experience
(b) Improved profit margins

5. Social Media Analytics
• BigBasket’s team uses the popular search engine keywords for food
items like ‘dry fruit online’, ‘online grocery’, online grocery store’
etc.
• Also it uses certain bid words which enable its name in appearing on
top of the page.
• Some of the bid words include ‘best food brands online’, ‘organic
fruit delivery’, ‘online fruit delivery’, ‘online supermarket’ and ‘best
homecare products’.
• Its popular social media hashtags in recent years include;
(a) #GharLeAoBigBasket
(b) #DetoxWithBB

6. Market Segmentation
Its segmented into 3 types:
(a) Metro City: Initially BigBasket started its operation targeting
the people with high disposable income.
(b) Students: The company targeted the students who are living
away from their family.
(c) Family: Company mainly focused on the nuclear and young
couples, who were about to start their family life. It also covered the
working households, those who find it very difficult spending time
waiting in the queue in the malls and traditional brick and mortars
retail shop

7. Customer Satisfaction