Chapter - I

Conceptual Description of topic

Roll No-1000129010

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
corporates. 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, Spencers, Crosswords, The Home Store, Ebony, Bigjos,
Saboos, Standard, Nanz, Vijay Store and Janaki Das & Sons, Westside etc.
Factors affecting Retail marketing
The development of organized retail is dependent on the efforts of several
agencies and institutions. A glimpse of the last 2 decades of the previous century
proves illuminating. Large-format retailing started with outlets like Vivek's and
Nalli's in Chennai and Kidskemp in Bangalore, and, at another level, with
manufacturer-retail brands like Bata, Bombay Dyeing, and Titan.

Government: The first among these is the government. In a country as big

as India and with as many states as ours, it is imperative that the Central
government and all state governments bring in Value Added Taxation or a unified
taxation system to ensure that the tax-regimes are the same across the country.
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
Roll No-1000129010

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.

Developers: The second group, whose participation is essential in making

retail a boom-sector in this millennium, comprises developers. Most properties
are developed without considering the end user; thus, we sometimes find highceilinged offices and low-ceilinged retail

stores. Often, the shopper's

convenience is not taken into consideration while the property is constructed.

Manufacturers: There's a lot at stake here: even so early in the 21st

Century, India is too large a market to be ignored by transnational retail giants.
From the manufacturing company's perspective, the focus should 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 to deal with a
customer who is extremely demanding. Not just in terms of the product-quality,
but also 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-out counter with that at an efficient petrol station, and the
smile of the counter-person to that decorating the face of a Jet Airways' crew
Roll No-1000129010

member. To cope with the new customer, manufacturers have to focus on

product quality and brand building. And retailers, in turn, have to focus on the
quality of the shopping experience.
In this millennium, like in the last, customers will want to spend time with their
family and friends. They may like to visit an outlet on weekends where everything
will be available under one roof. India will benefit from these developments
because of increased consumption through retailing and the corresponding
increase in employment created by retailing.
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-known type of retailer is the department store. Japanese department
stores such as Takashimaya and Mitsukoshi attract millions of shoppers each
year. These stores feature art galleries, cooking classes, and childrens
playgrounds.
The success of the retail stores, therefore, depends on customers reaction to
the retailing mix which influences the profits of the store, its volume of turnover,
its share of the market, its image and status and finally its survival.

Roll No-1000129010

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:
Trends in retail marketing

Urban

Suburban

Rural

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.
Competition today is increasingly intertype, or between different types of store
outlets. Discount stores, catalog showrooms, and department stores all compete
for the same consumers. The competition between chain superstores and
smaller independently owned stores has become particularly heated. Because of
their bulk buying power, chains get more favorable terms than independents, and
the chains large square footage allows them to put in cafes and bathrooms.
Todays retailers are moving toward one of two poles, operating either as
mass merchandisers or as specialty retailers. Superpower retailers are emerging.
Through their superior information systems and buying power, these giant
retailers are able to offer strong price savings. These

retailers are using

sophisticated marketing information and logistical systems to deliver good

Roll No-1000129010

service 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 and promote; when and how to ship; and even how to
reorganize and improve production and management. Manufacturers have little
choice: They stand to lose 10 to 30 percent of the market if they refuse.
Technology is becoming critical as a competitive tool. Retailers are using
computers to produce

better forecasts, control inventory costs, order

electronically from suppliers, send e-mail between stores, and even sell to
customers within stores. They are adopting checkout scanning systems,
electronic funds transfer, and improved merchandise-handling systems.

Roll No-1000129010

Retail Marketing In India

There 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. 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:

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.

Retailing is not considered as a business or industry by the

government.

Hitherto none of the business schools in India were offering specialized

courses on retailing.

Roll No-1000129010

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 is the 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 organization's current and
potential customers" -- PWC Consulting

CRM is a business strategy, one that puts the customer at the heart of the
business.

Thats 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.

One just needs to think of the local shop owner who knew everyone of his
customers names, birthdays and particular ailments to prove that point. What is
new is that there now exists the technology to enable this customer-centricity on
a much larger scale .
Roll No-1000129010

(Come To Big Bazaar- Isse Sasta Aur Achha Kahin Nahin)

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. Sounds great doesnt it !!!

The History of CRM

Following on from Enterprise Resource Planning or ERP (the business strategy
that promised to automate the back-office), the term CRM was first coined in
the mid-1990s. CRM in those days referred to the software used to help
businesses manage their customer relationships. From sales force automation
software (SFA) that focused on customer contact management to integrated
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 and the investment of billions of dollars worldwide into CRM
solutions and services has followed.

First Things First

Successful CRM always starts with a business strategy, which drives change in
the organization and work processes, enabled by technology. The reverse rarely
works. The key here is to create a truly Customer-Centric philosophy that
touches every point and more importantly every person in the company. From
CSR to CEO everyone must live and breathe customer focus for all of this to
work.

Roll No-1000129010

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 utilise it
within our business.
However let's not lose sight of the fact that Customer Relationship Management
is about people first and technology second. Thats 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.

Roll No-1000129010

Advantages Of CRM for Big Bazaar

Using CRM, a the management of Big Bazaar can:

Provide better customer service

Increase customer revenues
Discover new customers
Cross sell/Up Sell products more effectively
Help sales staff close deals faster
Make call centers more efficient
Simplify marketing and sales processes

By applying this methodology Big Bazaar learned more about customers' needs
and behaviors in order to develop stronger relationships with them. They
implemented CRM as a process that brought 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 of customers and the value of those customers.

Roll No-1000129010

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 didnt fit company's
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
When the sales force is relies on incomplete product, pricing and
customer information, then they're 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.

Roll No-1000129010

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 Force

Customer Satisfaction their Top Priority

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.

Whatever they Promise More, they Deliver

Never make any promises you can't (or won't) keep. Nothing alienates
customers faster than getting something less than they expect from a
business transaction. They won't do business with you again. And they will tell
everybody they know about their unhappy experience - causing you to lose
Roll No-1000129010

future customers.

Always Give Customers More Than They Expect

"Over deliver" on quality and service. Always exceed your customers'
expectations. You will win 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 a competitor 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
them regularly. For example, create some special deals just for your existing
customers. And announce new products or services to them before you
announce them to the general market.

Roll No-1000129010

PROCESS OF CRM
Customer Relationship Management (CRM) is the process of bringing the
customer and the company closer together. There are many different
areas in which Customer Relationship Management can be implemented.
The goal of CRM is to help a company maintain 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 is that a business
analyzes what a customer buys and then markets specific products to that
customer based on his or her buying habits. Businesses track buying
habits using discount cards, and special store credit cards. Targeted
marketing can also be implemented on the Internet. Amazon.com has
product recommendations based on buying habits, and product ratings.
Customers can also be sent e-mails that market targeted products.
Marketing the right products to the right customers can significantly
increase a business' sales with minimal associated costs.

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
Roll No-1000129010

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.
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 betterknown, 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 didn't turn out.

Roll No-1000129010

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 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 collector's plate) provides them with a
reason for rejecting it.
While marketing professionals can use these findings to influence
consumer decision making, consumers, too, can benefit by understanding
their own behavior. "One of the points of our research is to inform
consumers about some of the factors that influence their decisions,"
Simonson says. "With such knowledge, they may be able to make better,
more thoughtful decisions."

Roll No-1000129010

SWOT Analysis of Big Bazaar

Strengths
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

Weaknesses
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 trends

Roll No-1000129010

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
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 into online retailing, would, in fact,
expand the product categories available to the consumer

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

Roll No-1000129010

Chapter - II
Brief Profile of the Company

Roll No-1000129010

Big Bazaar

Type Subsidiary of Pantaloon Group

Founded 2001
Headquarters

Jogeshwari, Mumbai, India

Industry Retail
Products Department store, Grocery store
Owner Kishore Biyani
Parent Pantaloon Group
Slogan Is se sasta aur accha kahin nahin

Website http://www.pantaloon.com/bigbazaar.htm

Big Bazaar is a chain of department stores in India, currently with 75

outlets. It is owned by the Pantaloon Retail India Ltd, Future Group.
Roll No-1000129010

It works on the same economy model as Wal-Mart and has

considerable success in many Indian cities and small towns. The
idea was pioneered by entrepreneur Kishore Biyani, the CEO of
Future Group. Currently Big Bazaar stores are located only in India.
It is the biggest and the fastest growing chain of department store
and aims at being 350 stores by the end of year 2010.

Roll No-1000129010

Big Bazaar-Marketing Mix

Product Branding

Price

Packaging

Cost of goods

Product Design

Business Expenses

Assortment

Gross Margin

Services

Profit

Promotion

Distribution

Advertising

Logistics

Personal Selling

Store Location

Sales Promotion

Site Evaluation

Public Relations

Transportation

Visual Merchandising

Storage of goods

They seem to follow this to the core for effective Customer reach and encourage
customer loyalty.

LOCATION OF BIG BAZAAR IN INDIA

. Big Bazaar Kolkata ( VIP Road)

Address:
Phone no.
Store Opening Date
Space :

Roll No-1000129010

Parvati Vihar, 52/6 V.I.P.Road,

Kolkata
(033) 25703651 / 3655
11 Oct 2001
25,000 - 30,000 sq.ft.

Baguihati,

2. Big Bazaar Abid's Hyderabad

Address
Phone no.

Store Opening Date

Space
3. Big Bazaar Bangalore:
Address

Phone no.

Store Opening Date

Space

Maheshwari Palace Mall, Palace Talkies Compound, #41- 833, Abids, Hyderabad.
(040) 4758385/ 8376/ 8377 / 8378
14 Oct 2001
43,500 - 60200sq.ft.
Salapuria Towers,#22 , Koramangala
Hosur Road,
Bangalore.
(080) 25520889/25520751
8 Nov 2001
36,000 sq.ft.

Industrial

Layout,

4. Big Bazaar Mumbai (Lower Parel)

Address
Phone no.
Store Opening Date
Space

Phoenix Mills Compound, 462, Senapati

Lower Parel,
Mumbai-400 013.
(022) 56626703 - 4
13 July 2002
40,000 sq.ft.

Bapat Road,

5. Big Bazaar Mulund (Mumbai)

Address
Phone no.
Store Opening Date
Space

C/O Runwal Arcade, Opp Richardson

Marg, Near Mulund(West),
Mumbai 400 080
(022) 55550606
19 April 2003
56,000 sq.ft.

Factory,

LBS

6. Big Bazaar Gurgaon

Address:
Phone no.
Store Opening Date
Space :

C/O Sahara India Commercial Corporation Ltd., Sahara

Mall, Main Mehrauli Gurgaon Road, Gurgaon. Haryana.
(0124) 5003330
1 June 2003
45,000 sq.ft

7. Big Bazaar Nagpur

Address:
Phone no.
Store Opening Date
Roll No-1000129010

Landmark Dhantoli Wadi Road, Nagpur

(95712) 25620201
18 Oct 2003

Space :

48,600 sq.ft.

8. Big Bazaar Ahmedabad

Address:
Phone no.
Store Opening Date
Space :

9. Big Bazaar Bhubaneswar:

Address:
Phone no.
Store Opening Date
Space :

Rudra Point, Near Isckon Temple, Gandhi Nagar-Sarkhej

Highway, Ahmedabad.
(079) 55305300
21 Feb 2004
55,000 sq.ft.

Forum, 89, Kharavelnagar, Unit-III, Bhubaneswar-751001,

Orissa.
(0674) 3217780.
27 March 2004
40,000 sq.ft.

10. Big Bazaar Nasik

Address
Phone no.
Store Opening Date
Space

The Zone, College Road, Nasik 422 005

(0253) 2318218 - 28
19 June 2004
26,000 sq.ft.

11. Big Bazaar Kolkata(Hiland Park)

Address
Phone no.
Store Opening Date
Space

The Metropolis, 6 Hiland Park, 1925 Chakgaria,

P.S.Jadavpur, Kolkata.
4th December 2004
26,000 sq. ft.

12. Big Bazaar Ahmedabad (Kankaria)

Address
Phone no.
Store Opening Date
Space

Ahmedabad City Mall, New Cotton Mills Compound,

Outside Raipur Gate, Opp. Arya Seva Samaj Hall,
Kankaria Road, Ahmedabad.
24th Dec 2004
80,000 sq. ft.

13. Big Bazaar Gaziabad(EDM)

Address
Phone no.
Store Opening Date
Space

Roll No-1000129010

EDM, Plot No .1 Kaushambi, Gaziabad

0120 3001300/301
25th Dec 2004
60,000 sq. ft.

14. Big Bazaar Durgapur

Address
Phone no.
Store Opening Date
Space

Durgapur City Centre, Durgapur. Pin - 713216

(95343) 2543021
5th April 2005
16,000 sq.ft.

15. Big Bazaar Kandivali

Address
Phone no.
Store Opening Date
Space

:Growel Plaza, Akurli Road,Off Western Express Highway,

Kandivali(E) Mumbai-400101
May 14, 2005
65,000 sq.ft.

16. Big Bazaar -Lake City Mall (Thane)

Address
Phone no.

Store Opening Date

Space

Lake City Mall (Thane), Kapurbawdi Junction ,Ghodbunder

Road, Thane (W), Mumbai-400080
022-2542 6644
May 14, 2005
50,000 sq.ft.

17. Big Bazaar Banshankari

Address
Phone no.
Store Opening Date
Space

92/9, 80 Feet Road, BSK III Stage, Kathariguppa,

Banshankari Bangalore 560085
080-5514 9000
June 24, 2005
94,120 sq. ft.

18. Big Bazaar Sangli

Address
Phone no.
Store Opening Date
Space

Roll No-1000129010

New Pride Multiplex Near CircuitHouse, Madhav Nagar Road

Vakharbhag, Sangli 416416,
Bangalore 560085
0233-262 4141
June 29, 2005
28,000 sq. ft.

19. Big Bazaar Inderlok

Address

Metro Mall, Inderlok, Delhi

Phone no.

Store Opening Date

Space

July 1, 2005
29,700 sq. ft.

20. Big Bazaar Lucknow

Address
Phone no.
Store Opening Date
Space

Sahar Ganj, Shahnajaf Road Hazratganj, Lucknow

Nov 17, 2005
60,000 sq ft

21. Big Bazaar Indore

Treasure Island ,11 Tukoganj Main Road, Indore 452001

Address
Phone no.

Store Opening Date

Space

0731-3011300
Dec 23, 2005
50,000 sq ft

22. Big Bazaar Pune

Fun n Shop Building , Fatima Nagar, Solapur Road, Pune

Address
Phone no.

Store Opening Date

Space

020-5642 0500
Dec 17, 2005
36,000 sq ft

23. Big Bazaar Vizag

Address

GV Manor, Beside Sangam

Sharat Theatre, Station Road
Dwarkanagar, Vishakapatnam 533016
Phone no.
Store Opening Date

Space

Roll No-1000129010

October 5, 2005

47,000 sq ft

24. Big Bazaar Pune

Address

Phone no.

Store Opening Date

Space

Netaji Subhash Place, Metro

Station, Ansal MGF Metro Plaza
Wazirpur 110034

011 -3952 8244

July 22, 2005
35,000 sq ft

25. Big Bazaar BMTC, Banglore

Address

Double Road, BMTC Bus Stand ,Near Lalbagh Main Gate,

Bangalore

Phone no.
Store Opening Date
Space

Apr 7, 2006
42,000 sq ft

26. Big Bazaar at Citi Gold Multiplex, Ahmedabad

Address
Citi Gold Multiplex, Bapu Nagar, Ahmedabad
Phone no.
:
: April 14, 2006
Store Opening Date
Space
: 30,000 sq ft

27. Big Bazaar at Star & Sitara at Banshankari, Bangalore

Address
Big Bazaar, 3rd Flr, Banshankari, Banglore
Phone no.
Store Opening Date
April 20, 2006
Space
30,000 sq ft

Roll No-1000129010

Roll No-1000129010

CHAPTER - III
RESEARCH METHODOLOGY

Roll No-1000129010

RESEARCH METHODOLOGY

A. Data requirements and resources.

Primary data
- Sample respondents from Customers of
big bazaar of Delhi NCR region.
Secondary data -

Through magazine, journal, web sites.

B. Research design

Descriptive design.

C. Sampling

Convenience sampling

D. Sample size

50 people.

E. Data collection method -

Through structured questionnaires.

F. Data analysis

Presentation of facts and finding

through table, diagrams, and graphs.

Roll No-1000129010

Chapter - VI
Analysis and Interpretation of Data

Roll No-1000129010

RESULT OF SURVEY ON CRM IN RETAIL MANAGEMENT

(BIG BAZAAR)

1.Are you satisfied with the services provided by Big-Bazaar?

YES

NO

20

CANT SAY

25
20
15
Series1
10
5
0
YES

NO

CAN'T SAY

Consumer satisfaction shown with help of charts (Bar Graph & Pie
Chart)

Roll No-1000129010

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.

Roll No-1000129010

2.How do you find the Shopper Assistants behavior?

18

HELPING

NOT HELPING

RUDE

20
18
16
14
12
10

Series1

8
6
4
2

Roll No-1000129010

DE
U
R

EL
P

EL
PI
N

IN

Result:
From the above table it is clear that customer are
satisfied with the attitude of the shoppers .Out of 30
customer all 18 customer are satisfied.

Roll No-1000129010

3.How would you rate the Shopper Assistants behavior on the scale of
five?
R5 10

R4

Roll No-1000129010

14

R3

05

R2

R1 00

Result:
Out of 30 customer,11customer have given the 5 marks
to shopper . Assistant behavior while 14 has given 4
marks&5 has given 3 marks

Roll No-1000129010

4.Do you find the Layout of Food-Bazaar helpful in Shopping Experience?

YES

20

NO 8

Roll No-1000129010

CANT SAY

Result:
Out of 30 customer 18, have told that they like the
layout of Big Bazaar while 8 told that they do not like
very much.

Roll No-1000129010

5.What do you like most about Big-Bazaar ?

CREDIT FACILITY

DELIVERY SERVICES

Roll No-1000129010

TRANSPORTATION FACILITY
18

Result:
Out of 30 Customer ,18 customers like delivery services
of Big Bazaar while 7 customers like the credit
facility&5 customers like transportation facilitys. So it
is clear that customer wants delivery services most.

Roll No-1000129010

6.How often do Big-Bazaar services exceed your expectations?(Customer

Delightness)
ALWAYS

18

Roll No-1000129010

SOMETIMES

NEVER

Result:
Out of 30 Customer ,18 customers said that Big Bazaar
always provide better services &it exceed their
expectation.

Roll No-1000129010

7. Do you think that Big-Bazaar follow the ethical Mktg. Practices like
right pricing, right quality and right quantity?
YES

25

Roll No-1000129010

NO

CANT SAY

Result:
Out of 30 customer,25 customers have told that
BigBazaar following the ethical marketing practices.

Roll No-1000129010

8 What comes first when you think about FoodBazaar?

PRICE

20

QUALITY

10

QUALITY
33%

PRICE
67%

Result:
Customer said that when they think about Big Bazaar
they think about price. out of 30 customer 20 customer
have told this while 10 customer said that they think
about quality.

Roll No-1000129010

9 How would you rate themesetting display of Food-Bazaar in

comparison to other?
EXCELLENT
WORST

Roll No-1000129010

GOOD

18

SO-SO 3

BAD

Result:
Out of 30 customers ,9 customer said that Food Bazaar
theme is excellent while 18 customer said that it is good
&3 customer said that it is ok.

Roll No-1000129010

10.What is the most important criteria of selection for their Store Assistant
and Store Manager?
Pleasing Personality

Good Communication

Commitment Toward Customer needs

Team Work

10

9
8
10

7
0

4
5

3
2

1
0

10

12

Result:
Out of 20 retailers,10 has given importance to the store
manager who have the quality of identifying customer
need,while other the have given importance to eam
work & good commucation skills.

Roll No-1000129010

11.Do you display all the entire stock on the rack or some amount is kept for
contingence? (Inventory availability)
Applicable to all product
Only to FMCG

14

Applicable to some product

7
6

5
4

8
14

2
1

Result:
Out of 20 retailer ,14 have told that they show all the
product to customer, while 4 have told that show some
product to the customer.

Roll No-1000129010

12. How do you decide of point of purchase counter?

Brand 2

Customer preference 12

Price 2

Product visibility 4

6
4

5
4

12

10

15

Result :
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.

Roll No-1000129010

13What is the preference order for promotional activity to create customer

awareness?
Newspaper

10

Radio jingle

Advertising

Banner

in
g
ve
rti
s

Ad

nn
er
Ba

jin
gl
e
Ra
di
o

Ne
ws
pa
pe
r

12
10
8
6
4
2
0

Result :
Out of 20 retailer ,10 has told that they use Newspaper
as their main tool for promotional .

Roll No-1000129010

14. How would you analyses the customer satisfaction ?

Number of repeat purchase
database

Loyalties benefit

Customer

10

10

15

Result :
20 Out of Retailer,10 retailer said that they get the
customer satisfaction by customer database while other
have said that they use data of number of repeat
purchase.
Roll No-1000129010

10

15.What is your method of analyzing customer satisfaction?

Feedback 12 No. of repeat purchase
with customer

interaction of manager

7
6
5
4
3
2
1
0

10

15

Result :
Out of 20retailer ,12 have told that analyzing the
customer satisfaction through the feedback of customer.

Roll No-1000129010

Roll No-1000129010

Chapter - V :
Findings, Conclusion and Suggestions

Roll No-1000129010

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
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 are provided constant training for various pecularities of
customer behaviour.
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 to maintain 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.

Roll No-1000129010

Roll No-1000129010

RECOMMENDATIONS AND SUGGESTIONS

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 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 in
international shopping malls that there are in-store promotions like lucky
draws for entrants surprise winners and so on at random

Roll No-1000129010

Roll No-1000129010

CONCLUSION
Customer Service is a critical factor for keeping your clients
coming back and ensuring theyll refer you to others.

1: Growing your business will be a difficult task at best if you dont perform,
meet and exceed your clients expectations, and provide service that creates
customers for life.

2: Customer service is all about the customers 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 clients), 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 youre

communicating with clients at every stage of the engagement, from the sales
process through to completion of the project? Being clear about where youre
at, whats been completed, whats coming up next, whos responsible, what
results you can expect, etc.? Has the client ever had to ask you for these

Roll No-1000129010

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 youve 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?

6: Committing to the Little Things: Dont 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.

Roll No-1000129010

Bibliography

Roll No-1000129010

Bibliography

Marketing Management
- Philip Kotlar

Research Methodology
- C. R. Kothari

Retail Marketing
-

J.A.Lamba

Customer Relationship Management

-

Jagdish and Seth

www.indiainfoline.com

www.google.com

www.businessline.com

Roll No-1000129010

ANNEXURE

Roll No-1000129010

QUESTIONAIRE ON CUSTOMER-RELATIONSHIP
MANAGEMENT IN RETAIL-SECTOR (BIG BAZAAR)
1.Are you satisfied with the services provided by Big-Bazaar?
YES

NO

CANT SAY

2.How do you find the Shopper Assistants behavior?

HELPING

NOT HELPING

RUDE

3.How would you rate the Shopper Assistants behavior on the scale of five?
5

4.Do you find the Layout of Big-Bazaar helpful in Shopping Experience?

YES

NO

CANT SAY

6.What do you like most about Bigd-Bazaar ?

CREDIT FACILITY

TRANSPORTATION FACILITY

DELIVERY SERVICES
7.How often do Food-Bazaar services exceed your expectations?
ALWAYS

SOMETIMES

NEVER

8. Do you think that Food-Bazaar follow the ethical Mktg. Practices like right pricing,
right quality and right quantity?
YES

NO

CANT SAY

9 What comes first when you think about FoodBazaar?

PRICE
QUALITY
10 How would you rate themesetting display of Food-Bazaar in comparison to other?
EXCELLENT

GOOD

NAME.
Roll No-1000129010

SO-SO

BAD

WORST
ADDRESS

QUESTIONAIRE ON CUSTOMER-RELATIONSHIP
MANAGEMENT IN RETAIL-SECTOR (Big BAZAAR)
1.What is the most important criteria of selection for their Store Assistant and Store
Manager?
Pleasing Personality

Good Communication

Team Work

Commitment Toward Customer needs

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 FMCG

3. Rate the following options as per your priorities while deciding the layout for store?
Security

Computerization

Parking

Air-conditions

4.How do you decide of point of purchase counter?

Brand

Price

Customer preference

Product visibility

5. What is the preference order for promotional activity to create customer awareness?
Newspaper

Radio jingle

Advertising

Banner

6. How would you analyze customer localities factor?

Number of repeat customer

localities benefit

customer database

7. What is your method of analyzing customer satisfaction?

Feedback

No. of repeat purchase

interaction of manager with customer

8. What is the training methodology used to enhance customer satisfaction in your

employee ?

Roll No-1000129010