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'A Study on Customer Relationship Management toward Pantaloons Products
By
Abutalib Mahdi
08YACO8047
Page 1
ACKNOWLEDGEMENT
Manager, and Mr. K. kalyan., HR, of Big Bazaar (Hebbal) whose direction,
assistance, and guidance have been invaluable for the project. I wish to thank
successfully.
Abutalib Mahdi
Page 2
CONTENTS
Page 3
69-71
SUMMARY OF FINDINGS ,
5 SUGGESTION AND
CONCLUSIONS
Summary of learning
5.1
experience
Conclusion and
5.2
Recommendations
72-74
ANNEXURE
74
BIBLIOGRAPHY
CHAPTER 1
INTRODUCTION
Page 4
1ST CHAPTER OVERVIEW
1. INDUSTRY OVERVIEW.
Page 5
6. RETAILING THROUGH MALLS.
7. FDI IN RETAILING.
8. IMPACT AREAS.
9. CONCLUSIONS.
GENERAL INTRODUCTION
Like England, India too, has been described as a notion of shopkeepers having
an estimated 15 million small retail outlets, mostly single-store, family-owned fronts all
over the country. This works out to 14 shops per 1000 people, which is one of the
highest densities of shops per 1000 population all over the world. The unorganized
sector comprising small & medium retailers who employ over 40 million people is
indeed the current face of retail that is in the threshold of transformation to a more
organized form. Only 2-3 % of retailers are large -scale who have the ambition to
organized retailing to the whole of India.
Only 4% of the 15 million retail outlets have floor space in excess of 500 sq.ft.
The vast available untapped potential, naturally has attracted majors like Relience,
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Tatas, Birlas, Godrejs, Mahindras & ITC to foray into this sector.
More Importantly, the revolution in retail forges farm to fork linkages with
thousands of farmers to procure additional outlets for retailing their produce. This
necessarily entails huge investments in supply chain logistics, cold chain,
warehousing, & so on all over India's rural market. The further the opens up new
business ventures creating additional employment oppertunities.
One such retail is the FUTURE GROUP headed by Kishore Biyani, the country's
largest retailer having 3.2 million sq.ft., of retail space across 36 cities. He intends to
spend US$ 1 billion to increase that to 10 million sq ft by 2010. The group had a
presence in various segments that scattered to a wide section of consumer in india.
Some of the segments include retail, fashion, food, communication, health & beauty,
which were managed through multiple retail formats.
INDUSTRY OVERVIEW:
Retail is the world's largest industry with global sales of roughly US$ 8 trillion.
Retailing is also one of the biggest contributers to the Gross Domestic Period(GDP) of
most countries & also one of the biggest employers(Source CII McKinsey Report titled
“Retailing in India, the Emerging Revolution”). In India however, the retail sector has
been a high level of fragmentation with a large Share held by unorganized players.
India is the 4th largest economy in the world in purchasing power parity(PPP)
terms after USA,China and Japan. In 2006-07, india became the 2 nd fastest growing
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economy in tne world with a growth rate of 9.2%. the economy is expected to grow at
an average 7.8% per annum for the next 5 years.
Wholesale & Retail trade sector currently contributes to about 13% of GDP &
employs about 40 million people. India has a large number of retail enterprises with
close to 12 million retail outlets. India has one of the highest retail densities in the
world, but only 4% being larger than 500 sq ft in size. In terms of the structure, the
industry is fragmented & predominantly consists of independent, owner managed
shops. The retail businesses include a variety of traditional retail formats, such as
“Kirana” stores which stock basic household necessities (including food products),
street markets- regular markets held at fixed centers retailing foods & general
merchandise items, street vendors- mobile retailers essentially selling perishable food
items- fruits, vegetables etc & small non specialized retailers.
Value Indian
Formats Definition
position examples
Food: Family run stores, selling
Counter
essentially food items. High Service, Kirana Store
Stores
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vegetables, milk, eggs, etc.
India’s Fortune 500 private sector giant, Reliance Industries Ltd. has,
in-fact, been first off the blocks by launching its Reliance Fresh outlets in
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Hyderabad, the cyber-savvy capital of the state of Andhra Pradesh in November
2006 and has since fanned out to 18 states. By end-2007, it plans to extend its
retail footprint to 70 cities. To match the likes of wal-mart, reliance has on the
anvil plans to spend US$5.6billion to set up its outlets in 784 cities and towns all
over the country by 2010. India’s much awaited retail revolution has therefore,
already been set in motion.
Only 2-3% of retailers are large-scale who have the ambition bringing
organizing retailing to the whole of India. While the current policy regime bars
foreign retailers from selling multiple brands directly to consumers, they are
allowed to operate in the cash and carry or wholesale format that has brought in
Wal-Mart and the metro group. The winds of reform are not freely blowing
through India’s retail sector, as there are political sensitivities involved. Simply
put the entry of Wal-Mart and other global retailing giants is feared to threaten
the livelihood of millions of retail stores. It bears mention that Wal-Mart employs
only 1.4 million workers but its turnover is similar to that of India’s retail trade as
a whole.
For starters, the revolution in retail entails tapping the huge
opportunity at the bottom of the pyramid. This necessarily implies moving down
from the top, comprising major metros like New delhi , Mumbai , Kolkata ,
Bangalore , Chennai and Hyderabad to smaller cities like Agra and Kanpur in
the state of Uttar Pradesh or Indore and Ranchi in central India or Vijayawada
and Visakhapatnam in the southern state of Andhra Pradesh , to name a few
such examples. Then , moving on to the smaller towns and villages ,where the
real opportunities indeed lie at the base of the pyramid.
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Major players like Reliance have all begun with the big metros like Hyderabad
and Chennai in their foray into retailing. The reasons include higher disposable
incomes and a large working and earning population in these agglomerations.
But how many players can find this business viable if they concentrate only on
this urban segment. A typical sight in most metros in the shopping mall where
organized players retail their wares alongside each other. Mukesh Ambani,
Chairman and MD of Reliance, for his part, belives that “there is enough room
for six-to-eight players” in this business.
The action perforce has to shift to smaller cities and towns. To some
extent, this is already happening in cities like Vadodara and Surat in the state of
Gujarat. According to IBEF reports are 200 malls spread all over India and 700
new malls are coming up, 40% of which are concentrated in the smaller cities
and towns. The reason are not far to seek. The contribution of smaller cities to
organized retail sales was 15% in 2005 and has risen to an estimated 25% in
2006. With growth of 50-60% every year when compared to 35-40% in the large
cities, the smaller cities are the torchbearers of the retail revolution.
A factor that is fanning the move out of them metros is booming real
estate costs. Players like Biyani of the Future Group have been stating that the
smaller cities have a 15-30% cost advantage over the larger cities in this regard
and, accordingly, have plans to set up 400,000 sq.ft of retail space in
Ahmedabad, Vadodara and Surat. Average rentals are in the range of Rs 50-60
per sq.ft per month in the smaller cities when compared to Rs 100-120 per sq.ft
per month in the bigger cities. As lease rentals are an important aspect of the
economics of organized retailing, the move to smaller cities will only accelerate
further Ballooning employees costs are in larger cities are another reason why
organized retailers are also setting up training facilities in smaller cities.
Although retailing is the second largest employer after agriculture, there is a
requirement upwards of two million personnel. Existing players thus are
scrambling to set up training facilities to bridge the gap between demand and
supply. Bharti Enterprises has, for instance , set up the Global Retail School in
Chandigarh to train the large numbers required by its parent’s retail venture and
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plans to open 30 more centers in smaller cities like Jammu and Ludhiana by
end-2007.
Reliance, too, has begun procuring farm produce directly from farmers. To stock
its Chennai outlets, its supply chain bypasses the Koyambedu whole sale
market and sources greens and vegetables from farmers in nearby places like
Tiruvallur. In Ranchi, despite the recent opposition to its outlets, around 300
vegetable and farmers entered into a deal to supply directly to Reliance’s
purchase centers at Brambay and Pithori. Dealing with farmers and payng much
higher prices for their produce within a few hours of plucking from the field
enhances purchasing power at the bottom of the pyramid.
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mango market was opened up. Wal-Mart coming in helped us open the US
market,” stated Ambani at the India Economic Summit 2006. The retail
revolution that is underway has all these potentialities, including delivering
health,micro-credit,education and entertainment to the bottom of the pyramid.
Page 13
In Thailand, there has been an explosion in the growth of
organized retail, with over 40% of the trade moving to formats within 10
years. The easy entry of foreign retailers and the geographic
concentration of the retail industry facilitated this growth. In Poland, where
modern retail has captured 20% of the market in the last 9 years, ease of
real estate access, a level playing field between modern and traditional
retailers , abd ease of entry for foreign retailers contributed to the growth.
Urban
CATEGORIES 1999 2000 2001 2002 2003
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Saving &
14 6.1 6.4 5.2 4.1
investment
Home appliance
& consumer 9 5.5 7.5 5 6.6
durable
Entertainment 3 3 3 3 2.1
Personal care
6 7.5 7.1 8.8 7.6
Items
The concept of Mall has come up in the early 1990’s. India entered
the ‘infancy stage’ in 1990’s when the first wave of mall development was
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observed in the form of Spencer Plaza in Chennai ,Crossroads in Mumbai, and
Ansal Plaza in New Delhi. Each of these malls was able leverage a first movers
advantage in its respective market by offering consumers an unprecedented mix
of shopping, food and leisure popularized in USA. India and China are currently
in the development phase marked by rapid pace of creation of retail
infrastructure. Mall development in both these countries is trickling down to
smaller cities and towns. In India tier I and tier II cities have seen a sudden spurt
in the development of Mall. During the 1990’s South-East Asia and the Middle
East had seen a similar rise. The UK and US have reached a declining stage in
Mall development. These countries are undergoing a consolidation phase.
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retailers.
For a country like India with large young working population and with
a very low burden of dependents, and a large section of population waiting to
enter the work force, the household incomes are bound to rise. The higher
income levels would lead to higher savings and eventually increase the
purchasing power.
Apparel: TommyHilfiger,Mamgo,Marks&Spencer,etc.
Availability of quality real estate has been one of the main constraints
for development of organized retail in India. In the past , negative yield on
leased property , lack of bank funding and the unorganized property market
resulted in dearth of quality retail space in the country. The spread between
yield on property and the financing cost has turned positive with the fall in
interest rates. Attractive yields on investments have resulted in sharp increase in
property development. Malls across the globe are getting bigger. Malls are
becoming because they are now being positioned as a one stop shop for
shopping, entertainment, leisure and eating out needs rather than a place only
for shopping for fashion products. In addition, the various State governments
have taken proactive steps to release large tracts of land for commercial
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development. Growth of property funds and permission for Real Estate
investment Trusts(REITs) to be set up will further help to create a secondary
market for real estate in the country. Profitable mall space is not evenly
distributed across the country.
IMPACT OF GLOBALIZATION
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outcome of the sourcing process and a key to most efficient sourcing. Logistics
management aims to get the goods from the vendor to the store in the shortest
possible time thereby avoiding unnecessary stocking of goods. In India, both
vendor management and logistics management are still underdeveloped.
However, with growing size of operations, supply chain efficiencies will become
a key differentiator of profitability in retail.
DEPARTMENT STORES
SUPER MARKETS
A super market is a store which is a more of a large self-service
grocery store selling groceries and diary products and household that are
consumed regularly. These are neighborhood stores offering home and personal
care products and food products that a typical household consumes on a day-
to-day basis. These stores are often part of a chain that owns or controls other
super markets located in the same or other towns, increasing the opportunities
for economies of scale. These stores offer convenience of shopping by making
available a large variety of products at one place.
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FDI IN INDIAN RETAILING
Franchise Agreements
Page 20
This route involves the foreign company entering in to a licensing
agreement with a domestic retailer. Mango, the Spanish apparel brand has
entered India through this route with an agreement with major brands , a
departmental store in Mumbai.
IMPACT AREAS
Traditional Retailers
• Most have no real margin drivers in their business model that can
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enable them to make exceptional investments in the immediate future.
Consumers
• Most major new entrants will start with heavy proportion of Private
Labels, and will probably use branded goods to demonstrate the price-
value imbalance between such branded goods and their private labels.
Real Estate
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However…….
• This space is needed across more than 1000 towns, and in major
“rural hubs” rather than clustered around top 40-50 cities only.
CONCLUSIONS
While India thus is becoming one of the largest retail markets in the
world, the transition to a more organized form, however, is not easy will remain
politically contentious. For all the fears of the demise of the so-called mom and
pop retail stores, the point to remember is that “nowhere in the world has small
retailing disappeared. But, nowhere in the world has modern retailing not come
in. So, I don’t see why we should be any different,” felt Montek Singh Ahluwalia,
Deputy Chairman of the Planning Commission.
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Page 24
CHAPTER 2
RESEARCH DESIGN
Bazaar,Hebbal ,Bangalore
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STATEMENT OF THE PROBLEM
perceiving the prices of their product & services, availability of Big Bazaar,
would enable the to know their market share and awareness level of the Big
Bazaar.
Hence this research problem has been undertaken. The main aim of this
project is to
(1) study the rate of awareness & satisfaction among the consumers
(3) To study consumer perception about pricing of Big Bazaar product &
service.
Bazaar.
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Big Bazaar Products.
The study was carried on to assess the tools and methods applied at
Pantaloons store in customer relationship management at Big Bazaar,
Hebbal , Bangalore
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• The population under the study is subject to limitations of particular region and
respondents the information regarding bangalore district only.
RESEARCH METHODOLOGY
For the study perspective, the Researcher has done a survey to know the CRM tools in
Retail Industry.
1. Problem Identification:
The first step in marketing research project is to define the problem. It includes
purpose of the study, the relevant background information, the information needed and
how it will be used in decision making. It involves discussion with the decision makers,
interviews with industry experts, analysis of secondary data and some qualitative
research.
There are some of the problems which identifies in the following.
• A number of Customers feel that Big Bazaar is not maintaining customer
relationship.
• A number of people are not satisfied with service of Big Bazaar.
• A number of people are not aware about schemes launched by Big Bazaar.
• Sales Staff of Big Bazaar is not up to mark to solve complains.
2. Type of research
The researcher will use Descriptive Research. Study the objective frame, the
research design prepared is descriptive research. The descriptive frequency with which
something occurs or how the variables vary together. The advantage of descriptive
design is that it is not based on judgment or intuition as in the case study but it is
based on the actual data collected and it’s therefore more accurate in general.
On the fundamental drawback of descriptive design is that it does not find cause and
effect relationship among variables. Initially the information has been collected from
related secondary sources, i.e. textual references, journals, magazine’s, publications
etc. related to the topic. After exploration of information, descriptive research was
initiated by formulating structure questionnaire. Since, this study is mainly a descriptive
research, conclusions have been drawn from each question in the questionnaire
process its own objective in itself. Questionnaire being designed by keeping each and
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every variable in mind.
4. Sampling Unit:
I) Who is to be surveyed? Youngsters, business people, educated housewives
were selected to conduct survey and to check their attitude.
II) Sampling types: For the purpose of the study simple random sampling
was used.
III) Sample Size: Survey of 100 respondents is carried.
IV) Sampling Area: Was outside Big Bazaar shopping mall.
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CHAPTER 3
COMPANY PROFILE
Introduction
ORIGIN OF ORGANISATION
We never created a group identity in the past...... We cannot be known as Pantaloon. It
was originally a trouser brand.
----Kishore Biyani
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CEO, Future Group.
PRIL, which begin as a trouser manufacturer in the mid 1980's, had grown over the
years to become one of India's largest retail chains. In march 2006, the pantaloons
group renamed as the “Future Group”.
In march 2006, the Pantaloon Knowledge Group, as a part of its restructuring & its
expansion plans changedits identity to the “ Future Group”. The new group was set up
to drive growth through the use of consumer insights and scenario planning to design
future retail delivery formats. Kishore Biyani, chairman PRIL said, “India is changing
rapidly and we believe that rather than look at the past to extrapolate or the west to
emulate, we have to prepare ourself by planning scenarios based on innovative and
original research”.
The Future Group operated through Six verticals, Future Retail, Future Brands,
Future Capital, Future Space, Future Media, Future Logistics, with each vertical being
assigned a specific role. Of this, Future retail was the core vertical of the Future Group
with the other verticals serving it directly or indirectly.
FUTURE GROUP
DESCRIPTIONS
VERTICALS
PRIL's Retail business like food and fashion were included
Future Retail
under this vertical.
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Future Space Management of all the shopping malls and real estate.
With the launch of Future Group, PRIL had plans to develop a business model,
which resembled wall-Mart's Sam's club. This strategy was adopted to strengthen its
back-end supply chain sourcing capabilities in addition to reducing costs and scalling
up business volumes.
Analysts opined that PRIL, under its new identity as the Future Group aimed to
garner market share in the retail industry in India. A report released by
AT Kearney in 2006 titled emerging market priorities for global retailers, ranked india
first in its 2006 Global Retail Development Index, an indication that global retailers
considered it one of the most attractive markets. The reports also estimated that the
retail industry in india was worth US$300 billion.
Outlook
Big Bazaar has been accepted as a pan-India model, from the agrarian
singly to the-cosmopolitan Mumbai. Big Bazaar has democratized shopping in India
and is entering its most aggressive role out phase. From 50 Big Bazaars operational
now at the end of the current year, this number should go up close to100 stores.
Besides, Big Bazaar will enter rural India; it is both a vertical and horizontal aggression.
The outlook is very exciting and buoyant.
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Fashion Focus
With Private labels expected to be at the forefront, the category is likely to
see lot of action in jeans and knits in men's and ladies wear, as well as in the hugely
popular fusion or mix and match ladies wear. With the introduction of Gine & Jony
products in the stores, the kids and infants section will also be reinforced considerably.
Another category that the company has identified is the sportswear category, which will
be addressed through the setting up of a fashion led sports apparel mix of the best in
national and international brands, all under one roof.
Market size
Largely an untapped and unorganized market as of now, the total retail size
of the Indian books and music sector is estimated to be about Rs.800 crore. Of this the
share of organized retailing accounting for about 10 percent and is growing at a faster
rate than traditional retail. As a size of total retail pie, this segment accounts for just 1
percent but attracts close to8 percent of a consumer's wallet. A recent report indicates
that between 2002 & 2007, the category is estimated to grow at a rate of nearly 26
percent every year for the next five years.
Strategic Direction
With a wide range of private labels, at different price points, Fashion Station
will continue to provide the customers an alternative option to latest fashion that was
hitherto not addressed in modern retail environment. With more stores lined up in the
coming year, across cities and towns, this concept would cater to a larger mass of
customers and also improve the company's bottom- line.
Across India, food habits vary according to community, customs and
geography. Food Bazaar, through its multiple outlets addresses this. At the same
time,it offers best quality products at wholesale prices to a wide cross section of the
Indian population. Food bazar effectively blends the look,touch and feel of the Indian
bazar with the choice,convenience and hygiene that modern retail provides. Most
stores are located within Big Bazaar,Central and Pantaloon and act as strong footfall
generators. These are separated stand alone Food Bazaar as well. The business
contributed just under 50% of value retailing and 20% to the company;s turnover
during 2005-06.Food Bazar offers a variety of daily consumption items,which includes
staples,soaps and detergents,oils,cereals and biscuits. On the product category side ,
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the primary segregation is done on the basis of staples,fresh products,branded
foods,home and personal care products.
Partnerships
Food Bazaar's strategy would be dual. It will continue on its road map of
revamping its current portfolio of private labels, either through strategic tie-ups with
established players or continue its in-house initiatives, and at the same time enter into
additional consumer centric categories by creating new brands.
Restaurant Business
While consumers in the West spend nearly 46% of their food expenditure on
away from home meals, Indian consumers spend only about 3% of their food
expenditure in hotels and restaurants. However a significant trend noticed in this group
is that almost 8% of their wallet share is spent on eating on at either a restaurant or a
fast food joint,as compared to other forms of entertainment. In addition,two out of every
five households in this group eats out at least once a month. This presents a new an
exciting opportunity for organized players in the foods and restaurants business.
International and domestic multi-unit restaurant groups are expected to drive the
expansion in the restaurant industry in India. Among the leading trends in this regard
would be expansion of quick service restaurants,Fusion concepts,restaurants with a
focus on entertainment,and ethnic and regional cuisine restaurants.
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in the country,the company entered into a equal joint venture with blue foods Pvt. Ltd.
Through its PAN India food solution private limited subsidiary. The alliance aims at
offering the best in Indian and multi cuisine preparations to Indian public,capitalizing on
the modern retail experience and customer insights that Pantaloon provides coupled
with Blue Foods reputation as a pioneer in this business.
FINANCIAL PERFORMANCES
The growth in the retail sector was reflected in the financial results of PRIL
for 2005-06. For the year ended june 30, 2006, PRIL reported a total income of
Rs.18.72 billion in 2004-05. The company also reported a 66.4% rise in net profit, i.e.
Rs 641.5 million for 2005-06 as against Rs 385.5 million in the previous year. The
company's growth momentum continued as PRIL, recorded a net profit of Rs 386.4
million for the quarter in that Sep30'06.This was an increase of around 186% over
corresponding period of the previous year.
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Home Town 3200
Central 2300
Health Village 1725
Future Bazaar 1600
E-Zone 1550
Pantaloon 1500
Planet Retail 1250
Depot 880
Fashion station 770
Liberty 480
Electronics Bazaar 470
Collection I 390
Furniture Bazaar 150
All 100
Blue Sky 100
TOTAL 32700
Revenues $ 7 billion
Investment 4000 (Rs. Crores)
Retail Space 30 million sq. ft.
Profits $ 1 billion
Employees 120000
Major Milestones
1987 Company incorporated as Manz Wear Private Limited. Launch of Pantaloons
trouser, India’s first formal trouser brand.
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1991 Launch of BARE, the Indian jeans brand.
1992 Initial public offer (IPO) was made in the month of May.
1997 Company enters modern retail with the launch of the first 8000 square feet
store, Pantaloons in Kolkata.
2001 Three Big Bazaar stores launched within a span of 22 days in Kolkata,
Bangalore and Hyderabad.
2005 Group moves beyond retail, acquires stakes in Galaxy Entertainment, Indus
League Clothing and Planet Retail.Sets up India’s first real estate investment
fund Kshitij to build a chain of shopping malls.
2006 Future Capital Holdings, the company’s financial is formed to manage over
$1.5 billion in real estate, private equity and retail infrastructure funds. Plans
forays into retailing of consumer finance products.Home Town, a home
building and improvement products retail chain is launched along with
consumer durables format, Ezone and furniture chain, Furniture Bazaar.Future
Group enters into joint venture agreements to launch insurance products with
Italian insurance major, Generali.Forms joint ventures with US office stationery
retailer, Staples.
2008 Future Cap chain,Aadhar present in mark.Future Group acquires rural retail
chain,Aadhar present in 65 rural chain,Aadhar present in 65 rural locations.
2009
Images Fashion Forum 2009
2007
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Images Retail Awards
Most admired retailer of the year: Large format, multi product store: Big Bazaar
Most admired retailer of the year: Food and Grocery: Food Bazaar
Most admired retailer of the year: Home & office improvement: HomeTown
Most admired Retail Company of the year: Pantaloon Retail (India) Ltd.
National Retail Federation Awards (International Retailer for the Year 2007 –
Pantaloon Retail (India) Ltd)
The National Retail Federation is the world’s largest retail trade association with
over 1.4 million members in the US and across the world. Some of the past winners
of the award include Metro AG (Germany), Carrefour (France), Zara (Spain),
Boticario (Brazil) and Ito Yokado (Japan). The award was presented at the Retail’s
Big Show held in January 2007 in New York.
World Retail Congress Awards (Emerging Market Retailer of the Year 2007 –
Pantaloon Retail (India) Ltd)
The inaugural World Retail Congress held in Barcelona, Spain in March 2007
attracted over one thousand retail professionals from over sixty countries. The
awards were decided by a multinational Grand Jury. Winners in other categories
included Inditex, Mall of Emirates, Marks & Spencer and IKEA.
Hewitt Best Employers 2007 (Best Employers in India (Rank 14th) – Pantaloon Retail
(India) Ltd)
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survey of the best employers in India, as part of its global initiative. It is based on
CEO interview, People Practices Inventory and Employee Opinion Surveys.
Pantaloon Retail became the only retailer to feature among the twenty-five best
employers in India.
PC World Indian Website Awards (Best Indian Website In The Shopping Category -
Futurebazaar.com)
Reader’s Digest Trusted Brands Platinum Awards (Trusted Brands Platinum Award
(Supermarket Category) – Big Bazaar)
The Reader’s Digest awards are based on surveys done among consumers by
independent research agency, Nielsen Media Research. This is the second
consecutive time Big Bazaar has won this award.
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Retail Asia Pacific Top 500 Awards Asia Pacific Best of the Best Retailers –Pantaloon
Retail(India)Ltd.Best Retailer in India–Pantaloon Retail(India)Ltd.
The Retail Asia publication in association with EuroMonitor and KPMG honors
the best retailers in 14 countries across the Asia Pacific region. The awards were
presented in Singapore in October, 2006.
The Asiamoney publication conducts a poll among fund manages and investors
and does a quantitative analysis of financial performance to select best managed
companies in Asian countries.
Ernst & Young Entrepreneur of the Year AwardErnst & Young Entrepreneur of the
Year (Services) – Kishore Biyani
Images Retail Awards Best Value Retail Store – Big BazaarBest Retail Destination –
Big Bazaar Best Food & Grocery Store – Food Bazaar Retail Face of the Year –
Kishore Biyani
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The Images Retail Awards are decided through a nationwide consumer & industry
poll and nominations followed by performance assessment by team of analysts and
jury.
The Reader’s Digest awards are based on surveys done among consumers
by independent research agency, Nielsen Media Research.
CNBC Awaaz Consumer AwardsMost Preferred Large Food & Grocery Supermarket
– Big Bazaar
Reid & Taylor Awards for Retail ExcellenceRetail Entrepreneur of the Year – Kishore
Biyani
2005
DAKS London
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PRIL- Brand Builder of the Year
2004
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LUGGAGE DEPARTMENT @ BIGBAZAAR
LUGGAGE
CDPACKS
SOFT TROLLEYS HARD-
TROLLEYS
HIP-BAGS/BELTS
BACK PACKS
HARD-
SUITCASE
NECK-POUCH
MESSAGE BAGS
LOCKS
OFFICE BAG
CARD-HOLDERS
SUIT CASE
POUCHES
AIR BAGS
CAMERA-POUCHES
PROCESS @ LOGISTICS
The process starts when a requirement of the store is noticed by the department as
well as the store. The category or the ware house is informed about the requirement
and the category gives a PO(Purchase order) to vendor. Then the vendor sends the
required products in a truck to the store along with the invoice, waybill & barcode on
the product.
Then the following steps are carried out:-
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1. First the vehicle arrives to the basement of the Big Bazaar.
2. The driver shows the gate pass , STN(stock transfer note) ,pick slip, VAT515 to
the security and other officials.
3. Gate pass constitutes date of dispatch, no. of boxes, security sign, security seal,
vehicle no., seal no. quantity & order no.
4. Pick slip constitutes details of the stock.
5. VAT515 is commercial tax & is very important. It has to be taken with the driver
otherwise the police may seize the truck. It constitutes total no. of boxes, total cost,
date, etc.
6. After that 5 members are called to the spot.
7. The 5 members constitute security, unloaders, permanent staff, logistics member
& driver.
8. Then the orange color seal on the backdoor of the truck is checked.
9. Then in front of all the members the seal is opened. Then the box are checked.
The box has Handling unit sticker.
10. This sticker constitutes box no., stn no.,address & date.
11. Then by the help of the unloaders the boxes are brought down from the truck &
unloading is done.
12. By the help of Gate pass, STN & VAT, the products are checked and counted.
The ware house seal is also seen.
13. Then the department staff is called for Global Count to check quantity.
14. The pick-slip is given to the staff or team member. They will open by checking
the H.U. no. the member checks the Barcode on pick slip with the product Bar
Code.
15. If there is quality defect, damage, shortage, excess or expiry then Discrepancy
note is made.
16. In the discrepancy note article no., no. of pieces, cost price, total MRP. & the
reason of discrepancy is noted.
17. Then it is taken to the logistics office and the member does scanning.
18. After scanning, it is send to the floor for sale.
19. After these all the officials of the logistics does in warding and out warding on
the system as well as in the register.
20. Then the Goods Receiving Note is generated(GRN) by the logistics.
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CUSTOMER SERVICE DESK(CSD) @ BIGBAZAAR
CRM @ BIGBAZAAR
CRM Introduction
Some of the methods connected with CRM are automated, and the purpose of
this is to create marketing strategies which are targeted towards specific customers.
The strategies used will be dependent on the information that is contained within the
system. Customer relationship management is commonly used by corporations, and
they will focus on maintaining a strong relationship with their clients. There are a
number of reasons why CRM has become so important in the last 10 years. The
competition in the global market has become highly competitive, and it has become
easier for customers to switch companies if they are not happy with the service they
receive. One of the primary goals of CRM is to maintain clients. When it is used
effectively, a company will be able to build a relationship with their customers that can
last a lifetime. Customer relationship management tools will generally come in the form
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of software. Each software program may vary in the way it approaches CRM. It is
important to realize that CRM is more than just a technology.
Types of CRM
1) Operational CRM
Tracking responses
3) Analytical CRM
4) Collaborative CRM
Collaborative CRM covers aspects of a company's dealings with
customers that are handled by various departments within a company,
such as sales, technical support and marketing.
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5) Consumer Relationship CRM
Consumer Relationship System (CRS) covers aspects of a company's dealing with
customers handled by the Consumer Affairs and Customer Relations contact centers
within a company
6) Geographic CRM
Geographic CRM (GCRM) combines geographic information system and traditional
CRM. Geographic data can be analyzed to provide a snapshot of potential customers in
a region or to plan routes for customer visits.
Implementation of CRM
Many CRM project "failures" are also related to data quality and availability. Data
cleaning is a major issue. If a company's CRM strategy is to track life-cycle revenues,
costs, margins, and interactions between individual customers, this must be reflected in
all business processes. Data must be extracted from multiple sources
(e.g., departmental/divisional databases such as sales, manufacturing, supply chain,
logistics, finance, service etc.), which requires an integrated, comprehensive system in
place with well-defined structures and high data quality. Data from other systems can
be transferred to CRM systems using
appropriate interfaces. Because of the company-wide size and scope of many CRM
implementations, significant pre-planning is essential for smooth roll-out. This pre-
planning involves a technical evaluation of the data available and the technology
employed in existing systems. This evaluation is critical to determine the level of effort
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needed to integrate this data. Equally critical is the human aspect of the
implementation. A successful implementation requires an understanding of the
expectations and needs of the stakeholders involved. An executive sponsor should also
be obtained to provide high-level management representation of the CRM project.
An effective tool for identifying technical and human factors before beginning
a CRM project is a pre-implementation checklist. A checklist can help ensure any
potential problems are identified early in the process.
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ROLES AND RESPONSIBILITIES
The trainee roles & responsibilities include-
• Uniform
• Shoes
• Attendance
• Punctuality
• Ensure proper stock filling
9. Ensure all the stocks are properly tagged (hard tags & soft tags).
10. Ensure all damaged stock has been removed from the floor.
11. Check sufficiency on the floor.
12. Monitor Sales and services.
13. Training in Depot's department.
• The trainee has undergone training in Depot's department and taken these
responsibilities in that department from opening the department to closing the
department.
These are some of my live experiences and learning from the store:
• As a trainee at the opening of the retail store I gained enough experience
particularly in relation to the initial efforts such as floor designing, stores
arrangement, selling counters, billing & delivery counters which are the primary
in fracture facilities to be in place for the take off, impressing the customers.
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customers.
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CHAPTER 4
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1 . Which Retail shop you usually go to purchase?
Interpretation:-
The most of the peoples are using the difference type of the retail shop, there are
63% of respondents are going purchase in the Retail shop of Big-Bazaar, 7% of
respondent choose to Reliance Fresh, 5% of respondents are choose to Aditya Birla
MORE, 25% of respondents are choose to other Retail shop for purchasing the goods
and other services.
fig:-1
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2. How many Retail shop do you visit?
Interpretation:
There are different time of retail shop visited by the respondents as like, 31% of
the respondents are going to only one retail store for purchasing, 27% of respondents
are choose to the more than 1 but less than 5 retail store, 42% of the respondents are
choose to any retail shop for the visiting.
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fig:-2
Interpretation:
There are different types of the reasons for choosing/selecting the retail stores
like, 21% of respondents are like to choose for the near the home, 9% of peoples are
choose for have loyalty card, 70% of the respondents are like to choose for the good
quality of the product.
fig:-3
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4. Are you aware about Big-Bazaar?
Decisions YES NO
Respondence 97 3
Res.(%) 97.00% 3.00%
Interpretation:
The brand awareness about the Big-Bazaar as like, 97% of respondents are
aware about the Big-Bazaar, and 3% of the respondents are not aware about the Big-
Bazaar.
fig:-4
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5. Since, when you aware about the Big-Bazaar?
Interpretation:
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fig:-5
6. Are you satisfied with the services that are provided to you by Big-Bazaar?
Decisions YES NO
Respondence 77 23
Res.(%) 77% 23%
Interpretation:
The satisfaction about the service of the Big-Bazaar, as like, 77% of the
respondents are satisfied from the Big-Bazaar, 23% of the respondents are not
satisfied about the service of Big-Bazaar.
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fig:-6
Decisions YES NO
Respondence 61 39
Res.(%) 61.00% 39.00%
Interpretation:
The awareness about the schemes of the Big-Bazaar as like, 61% of the
respondents are aware about the schemes, and 39% of respondents are not aware
about the schemes of the Big-Bazaar.
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fig:-7
Interpretation:
The awareness about the schemes, there are different ways of the to aware
about the schemes, there are different response for it as like, 19% of respondents
aware before launching in the store, 22% of respondents aware on the day at launch,
and 59% of the respondents aware after the launch of the schemes of the Big-Bazaar.
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fig:-8
Interpretation:
There are different medium for come to know about the schemes, and
different response for the different medium as like, 9% of the respondents are
SMS, 5% of respondents are Call, and 86% of the respondents are Paper come
to know about the schemes.
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fig:-9
Interpretation:
There are different responses for the staff behaviors of the Big-Bazaar, as
like, 42% of respondents’ very Good behavior at the sales staff, 46% of
respondents says to good, 10% of respondents says to average, and 2% of
respondents says to poor behavior about the sales staff of the Big-Bazaar.
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fig:-10
11. If you have any complain related to product than staff will,
Interpretation:
fig:-11
Decisions YES NO
Respondence 27 73
Res. (%) 27.00% 73.00%
Interpretation:
The response about the feedback form about the Big Bazaar there are
different response for this, as like, 27% of respondents are says to become yes
for it, and 73% of the respondents are become to says no for the feedback form
about the Big-Bazaar.
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fig:-12
Interpretation:
To study the customer relationship management there are different ways to
become understand customer is different ways as like, 6% of respondents are
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become to says the customers are treated as the God, 27% of the respondents
to says to customers are treated as the friend, and 67% of respondents are
become to says to the customers are treated as customers.
fig:-13
14. Have you ever received a gift or any car from Big-Bazaar?
Decisions YES NO
Respondence 15 85
Res.(%) 15% 85.00%
Interpretation:
There are different response for the received the gift from the Big-
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Bazaar,as like, 15% of respondents are received the gift from the Big-Bazaar,
and 85% of respondents are says to become no for the gift received from the
Big-Bazaar.
fig:-14
15. Is there any special event where Big-Bazaar had invited you?
Decisions YES NO
respondence 6 94
Res. (%) 6% 94%
Interpretation:
The Big-Bazaar keeping the special event for the consumers but there are
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different response for this, as like, 6% of respondents are says yes for the
keeping of the event and 94% of respondents are says to no keep the any
special event for the customers.
fig:-15
CHAPTER 5
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SUMMARY OF
FINDINGS
SUGGESTION
&
CONCLUSIONS
• The suitable work culture for the retail industry dealing with customers of
various taste and needs and also working as a team with the fellow workers
to achieve the objectives of the organization/store where the practical inputs
gained.
Recommendations
• It is recommended that Big Bazaar must develop effective CRM tool to survive
in the market and to attract more and more customer.
• Big Bazaar must have performed demonstration to make customer aware
and create trust among them.
• Big Bazaar must develop a membership card to build a long term
relationship with customers.
• Big Bazaar must have develop a feedback forum ,in which regular
feedback of customer must be there and also views of customers must be
considerable.
• Delivery charge must be as low possible as can, and delivery must be as
fast as possible to build strong Relationship.
• Big bazaar must organize events and call customers regularly to take
part which result into along term strong relationship.
SUMMARY OF FINDINGS
2. The finding also showed that the customers visits any retailer according to
its wish.
3. The findings showed that the customers generally visit the retail store
which has good quality products.
4. The findings made us sure that the BigBazaar has a good awareness all
around the city.
5. The customers are satisfied with the service that are provided by the
BigBazaar.
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6. The customers are very much aware about the offers & schemes of
BigBazaar.
7. The findings showed that the customers become aware about the offers
after the offer had been started and the best communication that made the
awareness to them was news paper.
10. According to the findings, the customer had never got the feed-back form
from BigBazaar.
11. The finding showed that the customers are treated as only customers not
God or Friend by the sales person.
12. Many customers had not got any gift, etc from Bigbazzar and also they are
never invited on the special events of BigBazaar.
ANNEXURE
Questionnaires
Name: ______________________
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************************** ******************************
• none
• 1000
• >1000
• <1000
• Yes
• No
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9. How is the quality of the materials in the big-bazaar?
• Excellent
• Good
• Not satisfactory
• Price
• Quality
• Atmosphere
• Excellent
• Very good
• Good
• Average
• Not satisfactory
1
2 Who influenced your purchase decision ?
• .Self
• .Family
• .Peer group
• .Relatives
• .Media
• .Media
• .Peers
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• .Internet
• .Others
• 1-2yrs
• 2-3 yrs
• 4+yrs
15 Did you experience any post – purchase dissonance after you bought
the Big Bazaar’s produts ?
• Yes
• .No
16 Did the sales executive keep in touch with you without your prompting?
• .Yes
• . No
Bibliography
1. www.pantaloon.com
6. www.futurebazaar.com
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