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Crm retail big_bazaar_case_study
- 1. CRM in Retail CaseStudy : Big Bazaar SIBM–Pune - EPGDBM 2010-11 . Subject :Customer Relationship Management. Presented By : Abhijit Malankar ( Roll - AV 102 ) Email - abhiam1@gmail.com
- 3. Type Hypermarket Founded 2001 Headquarters Jogeshwari, Mumbai Industry Retail Products Department, Grocery store Promoter Kishore Biyani Parent Pantaloon Retail India Ltd. Punchline ‘Is se sasta aur accha kahin nahin’
- 4. HIERARCHY FUTURE GROUP CAPITAL BRANDS SPACE RETAILS MEDIA LOGISTICS LIFE STYLES VALUE RETAILING RETAILING VENTURE FASHION STATION
- 5. One stop shoppingat discounted prices. Provides Best Products at the Best Prices. Targets price conscious majority segment of customers. Some Competitive Slogans : • Keep West-aSide. Make a smart choice! • Shoppers! Stop. Make a smart choice! • Change Your Lifestyle. Make a smart choice!
- 6. MARKETING MIX „7 P‟sANALYSIS‟
- 9. IN HOUSE BRANDS@ BIG BAZAAR DJ & C CLEAN MATE SENSEI KORYO FRESH & PURE CARE MATE BRANDS @ BIG BAZAAR
- 10. PRICING OBJECTIVE -MAXIMUM MARKET SHARE Price is the critical point in a competitive industry. Big Bazaar works on a low cost model. It considers its discounted price as its USP. There is an average discount of 7-8% on all items in respect to their MRP. Prices of products are low because it is able to secure stock directly from the manufacturer. There are huge synergies in terms of bulk purchasing, central warehousing and transportation. These all factors help this retailer to keep low prices.
- 11. PRICING VALUE PRICING PROMOTIONAL PRICING - LOW INTEREST FINANCING - PSYCHOLOGICAL DISCOUNTING - SPECIAL EVENT / FESTIVAL PRICING DIFFERENTIATED PRICING - TIME PRICING BUNDLING
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- 13. LOW-INTEREST PSYCHOLOGICAL FINANCING PRICING
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- 15. DISCOUNT - PRICING MRP Brand Atta 10kg 240 185 Shakti Bhog Rice 10kg 210 210 Parimal Dal 5kg 225 225 Moong Sugar 5kg 95 94.05 Renuka* Tea 500g 54 53.46 Red Label Coffee 50g 68 68 Nescafe Refine Oil 10ltr 860 759 Dhara Ghee 2kg 400 330 Fresh n Pure* Salt 2kg 20 19.98 Tata Salt Soap 6pc 114 99 Cinthol Shampoo 400ml 199 179 Garnier Toothpaste 300g 79 74 Colgate Detergent 110 69 Clean Mate* Detergent Soap 4 40 39.96 Surf Excel Bar Bathroom Cleaner 2 100 50 Clean Mate* Bourntiva 500g 124 115 Bournvita Total 2688 2409.51 Save 276.51
- 16. PLACE – StoreLocations covers all major metros in India and growing
- 17. SUPPLY CHAIN –BIG BAZAAR
- 18. SOME PROMOTIONS „Saal ke sabse saste 3 din‟, 26 Jan , 15 Aug , Diwali etc . Future Card (3% Discount) , Shakti Card Tata Docomo – Free Talktime – On Purchase limit of Rs.1000 Advertising (Print Ads, TV Ads, Radio) Brand Endorsement by M.S.Dhoni , Asin . „Junk‟ swap offer-“Exchange anything old for something new” Point-of-Purchase Promotions , Time based limited offers Tying up with IPL - targeting sports lovers
- 19. Some of theKey offers: - A Dish TV SetTop Box at Rs 999/- (original cost Rs 3500/-) on a shopping of Rs 3500/- - 5 Kg Rice + 5 Kg Sugar + 5 Kg Oil for RS 599/-. - Branded Microwave 17 ltrs at Rs 1999/-. - Branded DVD Player + Home theater at Rs 2999/-. - Magnum Queen Metal Bed with mattress and 2 pillows of Rs.12000/- at Rs.5999/-. - Nirlon Fry Pan @Rs.569/-. Get Tawa,Kadai & Gas Toaster free
- 20. Faida Zone INTERNATIONAL FOOD FESTIVAL
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- 23. CUSTOMER DEMO S/ FEEDBACK
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- 25. PEOPLE Well Trained Staff Professionaland Uniformed Appearance Empowered Individuals Encouraged to Think Out Of The Box while servicing customers Uniformed Security Guards placed at all Entry / Exit points All counters are manned for full operational timeof the stores Entire store connected by PBX and central voice systems for faster communications between all operational floors .
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- 28. PHYSICAL MARKINGS FORBETTER INFORMATION TO CUSTOMERS.
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- 31. Strength Weakness - High Brand Equity - Unable to meet store - State-of-art infrastructure opening targets - PoP promotions - Falling revenue/sq. ft. - Variety of stuff under single roof at competitive prices Opportunity Threat - Organized retail - Competitors – Local and - Evolving consumer International preferences - Government policies - Unorganized retail
- 32. TARGET AUDIENCE •Big Bazaartargets middle and upper middle class customers •The large and growing young working population is its preferred customer segment •Targets specifically as customers - children ,working women and home makers who are mostly the primary decision makers
- 33. Maintaining Customer Database •The rise of loyalty programs, mail order and the Internet has provided retailers with real access to consumer data. Data warehousing and mining technologies offers retailers the tools they need to make sense of their consumer data and apply it to business. • For Big Bazzaar , one of the way of maintaining the Customer Database is by issuing of Loyalty cards which are called as - Future Cards - Types of Future cards • Silver Card • Gold Card • Shakti card
- 34. Customer Profitability Analysis(CPA) Customers classified into four types • Platinum Customers • Gold Customers • Iron Customers • Lead Customers Differentiating customers in terms of: • Their needs • Their value to the company
- 35. Types of Analysisfor CRM • Periodic Surveys • Customer Loss Rate • Analysis of Mystery Shoppers • Monitor Competitive Performance
- 36. Complaint Handling Procedure • Screening and Logging • Investigating • Acknowledging • Formulating a solution • Responding • Following Up
- 37. RECOMMENDATIONS • Big Bazaarneeds to focus more on Customer Relationship Management {CRM} and improved in-store assistance (Building loyal customers base and developing a more profitable – loyalty cycle). • Customer Care Centre to guide and counsel about customer loyalty programs. • Training must be provided to sales personnel not only of managing there own counters but for other functions also. Job rotation and training will enhance their knowledge, job profile and further boost the morale of employees to effectively perform their duties and responsibilities.
- 38. RECOMMENDATIONS •Exchange offers mustbe made more simpler as the consumers are often not clear about how to use them. •Seating arrangements and child amusement areas can be made available for customers. •Customers usually face problem in billing their purchased goods. Waiting in long queues forces them to leave certain products midway thereby causing loss of sale to Big Bazaar. So billing counters must be increased and employees at the billing should be given training so that they could bill the products in more efficient fashion in much lesser time.
- 39. RECOMMENDATIONS • Employess atthe billing stations should have the information about the special offers and the events that are being conducted at the store so they commit lesser mistakes. •One solution can be that employees can be made wireless billing terminals available so they can generate bill for the customers anywhere in the store rather than only at the exit terminals so as to make the exits less crowded . •Care to be taken to maintain proper inventory levels and the varieties at all times and offer the customer what is needed rather than offering what is available.
- 40. RECOMMENDATIONS •Stress Buster Exercisescan be organized for employees during evenings in sessions as employees have to stand all throughout the day. •Offer Home Delivery at a charge below certain billing limit and free of cost above certain billing limit. •Offer easy credit facility for frequent customers. •Offer discounts to frequent customers.
- 41. Conclusion • Customer oftensays “I won’t complain. I just won’t Come Back” • Being on par in terms of Price and Quality only gets you into the Game. Service wins the Game. • Treat your Customer, just like you expect to be treated when you are a Customer.
- 42. Happy Shopping… Thank you!