Professional Documents
Culture Documents
ON
To study the
Customer Relationship
Management
In Retail Sector (Big Bazaar)
Submitted by:
GAURAV VERMA
ROLL NO. 232
SECTION- G
I would like to thank everyone who has been a help directly or indirectly
leading to the successful completion of the study report.
2
Contents
1. Executive Summary
2. Introduction
3. Preface
4. Objective of Study
5. Research Methodology
6. Study of CRM
7. SWOT Analysis of BIG BAZAAR
8. Analysis of Data:
• Customer survey
• Retailer survey
9. Finding
10. Recommendation
11. Conclusion
12. Bibliography
3
Executive Summary
The Indian retail industry is now beginning to evolve in the line with the
transformation that has swept other large economies. The liberalization of the
consumer goods industry initiated in the mid-80 and accelerated through the 90’s
has begun to impact the structure and conduct of the retail industry.
The concept retail which includes the shopkeeper to customer interaction, has
taken many forms and dimensions, from the traditional retail outlet and street
local market shops to upscale multi brand outlets, especially stores or
departmental stores.
The objective being to assess the various parameters that influences a buyer to
visit or shop at departmental store thereby contributing to its turnover (in terms of
sales and profits) hence leading to its overall success.
4
The Retail Marketing Revolution - An Introduction
“Any business that directs its marketing efforts towards satisfying the final
consumer based upon the organization of selling goods and services as a
means of distribution”
By 2010, the list of India's top 10 retailers will have at least 5 Indian corporate.
Retail Marketing will go through a tremendous change in India this millennium. It
will change India's cities, its people, and its households. The Indian consumer is
reportedly the largest spender in Singapore and London. It is, therefore, strange
that there have, so far, been few efforts to present the product in the right kind of
environment in India.
Indeed, the right shopping experience does induce Indian consumers to spend
more. This is evident 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.
5
Factors affecting Retail marketing
The laws governing retail real estate should also be looked into, so that it is
possible to develop retail-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 relevant rules 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 the number of nuclear families, this may, indeed,
make sense. This will also help people enjoy their evenings, out at malls.
6
Trends In Retail Marketing
At this point, I can summarize the main development retailers and manufacturers
need to take into account as they plan their competitive strategies.
In India the trends are mainly in three sectors. These sectors are:
New retail forms and combinations continually emerge. Bank branches and ATM
counters have opened in supermarkets. Gas stations include food stores that
make more profit than the gas operation. Bookstores feature coffee shops.
The electronic age has significantly increased the growth of non store retailing
consumers receive sales offers in the mail and over television, computers, and
telephones, to which they can immediately respond by calling a toll-free number
or via computer.
7
Retail Marketing In India
These three are among the most common ways of making the goods available to
consumers. But in India the three layered system of distributor, wholesaler and
retailer, forms the backbone of the 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 reasons being:
8
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.
9
Slogan of big bazaar:
It is said that a successful CRM implementation will allow your Customer Service,
Sales and Marketing people (and anyone else in your organization) to have a
holistic view of each and everyone 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 deliver personalized
Customer Care. Sound’s great doesn’t it!!!
The last couple of years have seen the term broaden to encompass a more
strategic approach and the investment of billions of dollars worldwide into CRM
solutions and services has followed.
10
The Right Technology
It is estimated that the global market for CRM services and solutions is currently
worth $148 billion. That means a lot of choice when selecting your technology -
from web-based solutions aimed at small businesses with less than 10
employees to solutions suitable for multi-national enterprises with millions of
customers.
The Future
CRM has already made a big impact in the world of Customer Service and will
continue to do so. As more and more companies become customer-centric those
that fail to do so will lose competitive advantage. As technology increases to
develop at a startling rate the key emphasis will be how we can fully utilize it
within our business.
However let's not lose sight of the fact that Customer Relationship Management
is about people first and technology second. That’s where the real value of CRM
lies, harnessing the potential of people to create a greater customer experience,
using the technology of CRM as the enabler.
11
Advantages Of CRM for Big Bazaar
12
Customer Satisfaction Is Big Bazaar
Don't just make sales. Create customers - satisfied customers. In addition to the
immediate profit they provide on the first sale, satisfied customers help you build
your business in 2 other important ways:
1. They become a reservoir of repeat buyers. For some businesses that means
repeat buyers for more of the same product or service. For every business, it
means buyers for additional products and services.
2. They automatically refer more business to you from their friends and business
contacts. This is highly profitable business for you because it doesn't cost you
any time or money to get it.
PROCESS OF CRM
13
The goal of CRM is to help a company maintain current customers, as well
as gain new customers.
CONSUMER BEHAVIOR
14
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
Weakness
15
Opportunities
Apart from the metros, cities like Ahmedabad, 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
Threats:
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
16
RESULT OF SURVEY ON CRM IN RETAIL
MANAGEMENT
(BIG BAZAAR)
CUSTOMER SURVEY
25
20
15
Series1
10
0
YES NO CAN'T SAY
Result:
From the above table it is clear that customers are satisfied with the services of
Big Bazaar because out of 30 customers 20 has given the positive answer in
favor of Big Bazaar.
17
2. How do you find the Shopper Assistant’s behavior?
20
18
16
14
12
10 Series1
8
6
4
2
0
G
G
E
N
N
D
PI
PI
U
R
EL
EL
H
H
T
O
N
Result:
From the above table it is clear that customer are satisfied with the attitude of the
18
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
Series1
3
Series2
0 5 10 15 20
Result:
19
4. Do you find the Layout of Food-Bazaar helpful in Shopping Experience?
can't say
2
no
8
20
yes
0 5 10 15 20 25
Series1
Result:
Out of 30 customers, 18 have told that they like the layout of Big Bazaar while 8
told that they do not like very much.
20
5. What do you like most about Big-Bazaar?
7
CREDIT FACILITY TRANSPORTATION FACILITY 5
18
DELIVERY SERVICES
20
15
10 18 Series1
5
7
5
0
Cr.Facility Tr.Facility Dl.facility
Result:
21
6. How often do Big-Bazaar services exceed your expectations? (Customer
Delightness)
20
15
10 18 Series1
5 9
0 3
ES
S
R
AY
VE
M
W
NE
I
ET
AL
M
SO
Result:
22
7. Do you think that Big-Bazaar follow the Ethical Marketing Practices
like right pricing, right quality and right quantity?
30
25
20
15 Series1
25
10
5
5
0 0
Yes No Can'tsay
Result:
Since 25 customers surveyed feel that big bazaar follows ethical marketing
practices so we can fairly conclude that they are following so.
23
Findings
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”
stores.
24
RECOMMENDATIONS AND SUGGESTIONS
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.
5) Visual Merchandising: It is often seen that the people come to the store to
browse rather than buy.
25
CONCLUSION
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.
26
Big Bazaar-Marketing Mix
They seem to follow this to the core for effective Customer reach and encourage
customer loyalty.
Bibliography
• Marketing Management
- Philip Kotlar
• Research Methodology
- C. R. Kothari
27
• Retail Marketing
- J.A.Lamba
• www.indiainfoline.com
• www.wikipedia.org/wiki/Big_Bazaar
• www.financialexpress.com/news/future-group-to-hive-off-big-bazaar
• www.businessline.com
28