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A

To study the Customer

Relationship Management

In Retail Sector (Big Bazaar)

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Executive Summary

T he 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.

The extensive research brought me to conclude that departmental stores are soon emerging

on the top priority lists, amongst the shopping spree in Delhi and NCR, as they seem to derive

immense pleasure of convenience and exposure to variety under one roof, in their extremely

busy lives, when they don’t have time for things.

Though some of the customers perceive departmental stores to be expensive and only high

income category’s cup of tea, the stores make constant efforts to induce them to at least visit the

store at once during the same period, or discount offers.

Hence this document entails me through these aspects in great detail, helping me to

understand the concept of retail marketing through departmental stores in Delhi.

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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, Spencer’s,

Crosswords, The Home Store, Ebony, Bigjo’s, 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

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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 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 high-ceilinged 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

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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 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 children’s 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.

Trends In Retail Marketing

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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.

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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.

The term market organized from the Latin word "macaques" to trade. There are different

perspectives on which a market is explained. It may be a place, an assembly an area an

organization, an act or an assembly of commercial activities. All these converge on accept that

markets perpetuate process exchange leading to satisfaction of needs. Markets may be viewed

from economic, managerial of societal point of view.

The growth from self-sufficient stage through barter to exchange-oriented stage

witnessed creating of market at central prices. This offered a number of benefits to sellers and

buyers.

Human wants are unlimited and repetitive in nature. Business activities aim at acquiring

of wealth, converting it into desired form and making the final product available for exchange for

the satisfaction of human wants. These activities fall under industry, commerce and trade. These

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three branches have on common function-the marketing here means exchange of goods for

money or money's worth.

Today there is feeling that marketing activity is concerned only with the flow of goods

from the producer to the consumer. This concept however has changed also to include flowing of

information from the consumer to producer.

In the other words to achieve maximum efficiency in marketing, there must also be a

flow information vies-a-vis is the flow of goods. This information for practical purposes has to

be collected even before a product is planned. Sub sequent information would also enable the

manufacturer to assess periodical changes that are required. That is why it is very often remarked

that marketing starts and ends with the consumer with information flowing from the consumer to

the producer and goods flowing back to the consumer to the producer and goods flowing back to

the consumer from the producer.

High level of marketing activity is a prerequisite for high level of economic activity. It

has been apply remarked. "Nothing happens until somebody sells something". At present the

urgency is for increased marketing and no merely for increased population.

This alone shows the importance of marketing as a potential force that commands high

significance for society as a whole.

“it is not enough to have great qualities; we should also have the abilities to manage them”. The

same concept can also be applied in an organization. For e.g. a company may produce a very

high quality products but it won’t be able to succeed if it fails to manage or satisfy their

customers.

According to Hayward Business Review “an exceptionally satisfied customer is 6 times more

likely to buy again as one who is merely satisfied & only 5% increase in customer loyalty can

boost profit from 25% to 85%”.

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Thus all these quotes & experts opinion highlights the importance of Customer Relationship

Management. Customers are considered to be king of every business enterprise and loyal

customers are the backbone of their business. So customer satisfaction is the primary motive of

every business which can be attained through effective CRM (Customer Relationship

Management) policy.

NEED AND IMPORTANCE OF THE STUDY

CRM Customer Relationship Management is one of the newest innovations in customer service

today. CRM stands for customer relationship management and helps the management and

customer service staffs cope with customer concerns and issues. CRM involves gathering a lot of

data about the customer. The data is then used to facilitate customer service transactions by

making the information needed to resolve the issue or concern readily available to those dealing

with the customers. This results in more satisfied customers, a more profitable business and more

resources available to the support staff. Furthermore, CRM Customer Relationship Management

systems are a great help to the management in deciding on the future course of the company.

As mentioned, there is much data needed for the CRM system to work. These fields include thecustomer name, address, date of transactions, pending and finished transactions, issues and

complaints, status of order, shipping and fulfillment dates, account information, demographic

data and many more. This information is important in providing the customer the answer that he

or she needs to resolve the issue without having to wait for a long time and without going to

several departments. With just a few mouse clicks, a customer support representative for

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example can track the location of the customer's package or order. This is infinitely better than

the cumbersome process of tracking shipments previously. Furthermore, the customer service

representative will also be able to see the previous concerns of the customer. This is a great help

especially if the customer is calling about the same issue since he or she will not have to repeat

the story all over again. This results in less time in resolving the issue, thus, higher productivity

of the support staff.

CRM Customer Relationship Management systems are also important to the top management

because it provides crucial data like customer satisfaction and efficiency of service by the

frontline crews. A piece of customer relationship management software will also be able to

generate the needed reports for product development or new concepts.

Furthermore, this system will also be a great help for the top management in deciding the

company's future course of action, whether it involves phasing out one of the products on the

shelves or making adjustments to one of the products sold.

The reports generated by CRM systems are also invaluable to your advertising and marketing

planners, as they will be able to pinpoint which ideas works and which do not. Because of CRM

systems, you will be able to release advertisements or plan marketing campaigns more in tune

with your target market. This will also lead to more responses to your advertisement and a more

effective marketing campaign.

Successful integration of a CRM Customer Relationship Management system in your company,

however, might not be as easy as it seems. The following might give you an insight why CRM

systems fail in some companies... Most companies fail to prepare for CRM systems. By this, I

mean that most companies fail to integrate all the departments that need to share the information

for it to be effective. Furthermore, CRM units scattered all over the company's departments is

often more effective than just making one big CRM department. This will ensure that each

department will get the information and data that they need.

A CRM system will also help you a lot in expanding your business. As CRM systems are

capable of handling enormous amounts of data, CRM systems will help you a lot in coping with

the increased numbers of customers and data. With a CRM Customer Relationship Management

system installed and properly utilized, you can be sure that all data is maximized and used to

ensure that your business will be successful and your customers a lot more satisfied than before.

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OBJECTIVES OF THE STUDY

Objectives of Customer Relationship Management:

➢ Understand customer needs better

➢ Maintain long term customer relationships

➢ Be able to pursue a strategy of Relationship Marketing

➢ Identify individual customers’ needs

➢ Develop relationships that stretch over several transactions

➢ Manage that relationship to the benefit of the customer and the company

➢ To enable the sales team to promote sales effectively through maintaining customer relati

RESEARCH METHODOLOGY

Meaning of Research

According to D. Slessinger and M. Stephenson in the Encyclopedia of social sciences

define research as "the manipulation of things, concepts or symbols for the purpose of

generalizing to extend, correct or verify knowledge, whether that knowledge aids in construction

of theory or in the practice of an art."

TYPES OF RESEARCH

1. Exploratory Research,

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2. Descriptive Research

Exploratory Research:

Exploratory research studies are also termed as formulate research studies. The

main purpose of such studies in that of formulating a problem for more preciseinvestigation or of developing the working hypothesis forms an operational point of

view.

Descriptive Research:

Diagnostic Research studies determine the frequency with something occurs or its

association with something else.

In this project, information pertaining to customer needs satisfaction and their

demographic profile was collected; hence it is a descriptive research.

MARKETING RESEARCH:

It is a systematic process of gathering, recording, analyzing and interpreting the data related

to any problem in the field of marketing. This marketing research consists of various steps. They

are as follows

1) Problem formulation.

2) Development of research design.

3) Determine the source of data.

4) Planning and designing data collection forms.

5) Determine sampling plan.

6) Organizing and conducting field survey.

7) Data analyses and interpretation.

8) Report preparation and arrangement to decision makers.

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SOURCES OF DATA:

Once the research design has been decided upon the next stage is that of selecting the

source of data. They are primary data, secondary data.

Primary data:

Are those, which are collected fresh and for the first time, and thus happened to be in original

character? The data is gathered through administering the questionnaire.

Secondary data:

Are those which are already been collected by someone else and which have already been passed

through the statistical process. And source of secondary data organization report, journal, etc.

Sampling:

The selected respondents constitute which is technically called as sample and the selection

process is called as sampling technique.

Random sampling:

The research study employed random sampling technique which randomly selects the

respondents.

TARGET POPULATION:

Sample unit : customers of Big Bazaar shopping mall, Hyderabad.

Sample size : 100

Sampling method :Simple Random sampling

Research tool : Structured Disguised Questionnaire.

Contact method : Personal Interview

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QUESTIONNAIRE DESIGN :

The questionnaire is of structured type, which consists of Closed ended, Open ended,

multiple Choice, and Ranking type of questionnaire to suit the study.

PILOT SURVEY:

After taking 30 respondents for sampling survey it was felt that the questionnaire does

not require any change.

SAMPLING PROCEDURE:

Selections of participants are 100 customers. All the sample units selected at random. Care

is taken to ensure that sample units represent the characteristics near to total base / units.

RESEARCH METHODS AND TOOLS FOR DATA COLLECTION

The Researcher formulated a structured questionnaire, which were administered to

customer's opinion. The questions are scheduled as predetermined and the order of questions

made for accuracy and compatibility.

The questions are open ended. The questionnaire divided as part-A and part-B. Part-A is

concerned to organization name, address and contact number. Remaining part has 12 questions.

SCOPE AND PERIOD OF THE STUDY The scope of the study is to identify the customer relationship management towards

Big Bazaar Pvt. Ltd. Primary data was collected from customers. Secondary data was collected

from company manuals, magazines and websites. It is aimed at enlightening the company about

different steps to be taken up to increase the value of Big Bazaar Pvt. Ltd. with regard other

competitors and also make the company to provide better customer services.

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The study was restricted to twin cities. The sample size for this study is 100. The methodology

used for analysis and interpretation is simple percentage method, the period of the study is 45

days.

LIMITATIONS OF THE STUDY

1) The data collected and findings shown in the project in not full-fledged and therefore

cannot be used straight away used in decision making.

2) The sample taken was very small and compared to the total population. The response

received may not be free from bias.

3) The study was limited to the capabilities and willingness of the respondents in

approximately answering the questions.

4) The study was limited to Hyderabad city only.

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REVIEW OF LITERATURE

Meaning of Customer Relationship Management (CRM):

CRM is a comprehensive strategy & process of acquiring & retaining customers to create

superior value for the company as well as the customers. It consists of the processes a company

uses to track and organize its contacts with its current and prospective customers. To support

these processes, various CRM Software like SAP, ORACLE Sales force.com etc. is used. This

software record and store information about customers, various customer interactions, their

problems etc. which can be accessed by employees in different departments of the company.

This information is used by the organization to make future plans that can satisfy the customer

on a better way and retaining them for a longer period.

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Definition of CRM:

Customer relationship management is a broadly recognized, widely-implemented strategy for

managing and nurturing a company’s interactions with clients and sales prospects. It involves

using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing, customer service, and technical support. The overall

goals are to find, attract, and win new clients, nurture and retain those the company already has,

entice former clients back into the fold, and reduce the costs of marketing and client service.

Once simply a label for a category of software tools, today, it generally denotes a company-wide

business strategy embracing all client-facing departments and even beyond. When an

implementation is effective, people, processes, and technology work in synergy to increase

profitability, and reduce operational costs

Goal of CRM:

The goal of CRM is to provide improved services to the customers, and to use customer contact

information for targeted marketing.

Evaluation and growth of the CRM :

CRM passes through three generations such as 1st generation in 1990, 2nd generation in 1996

and the 3rd generation in 2003.

In 1st generation following systems were applied for CRM:-

➢ Call center management-

It is a web based CRM technology, the enables users browsing a company’s web site to leave a

phone number where company representative can call back with more information.

Customer service support-

It is a part of a company’s CRM department that interacts with a customer for their

Immediate benefits.

Sales force automation-It is software that automates business tasks like inventory control, sales processing, customer

interaction, etc.-.

➢ Campaign management-

It is a planning, executing, tracking and analyzing of direct marketing campaigns.

http://en.wikipedia.org/wiki/Sales

http://en.wikipedia.org/wiki/Marketing

http://en.wikipedia.org/wiki/Customer_service

http://en.wikipedia.org/wiki/Technical_support


http://en.wikipedia.org/wiki/Marketing

http://en.wikipedia.org/wiki/Customer_service


http://en.wikipedia.org/wiki/Sales

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In 2nd generation following improved systems were used for CRM:-

➢ Integrated customer facing front end-

It is face to face interaction between the customers and sales man. This system is used for

marketing, sales and services.

ERP integrations-

ERP stands for Enterprise Resource Planning. It is a business management system that integrates

all functions of the business.

➢ Customers analytics-

It comprises all the programming that analyzes data about an enterprise’s customers for business

decision.

Complete web integration-It allows end users to have access the data function of a serve hosted application through internet

browser window.

In 3rd generation the strategic CRM was followed and is continuing-

Strategic CRM updates and expands the original content and combines into one,

Convenient value that guides users through the entire CRM implementation process, from

strategic planning software.

Scope and goals of different generations:-

There is successful increment in the scope of CRM from 1st generation to 3rdgeneration. In 1st

generation the scope consists of service function and sales function, in 2 nd generation it includes

another function i.e. marketing function and in 3rd generation it includes entire function of the

organization.

Goals of the CRM have also changed with better customer service from 1st generation

To 3rd generation. In 1st generation the goals were improve service operation and increase sales

efficiency, in 2nd generation reduce cost of interaction, improve customer experiences, and

increasing the customer interaction; in 3rd generation cost reduction & revenue growth and

competitive advantages.

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Options for Implementing CRM:

Increasing customer is not the ultimate objective of any organization but to retain customer and t

build long term relationship with them is important. It is only through CRM that a prospect can

be turn into customer and then finally into a client. But to achieve these any organization require

proper implementation.

But at the same time CRM implementation is a challenging task because it ties together people,

process, and technologies within the organization which are separate from each other.

IN HOUSE DEVELOPMENT- This means all the strategies, processes are

developed and implemented within the organization.

Advantage-

1. It is tailored made according to organization needs and structure thus is flexible as

compared to others.

2. Avoid dependency on others be it software or outsourcing.

Disadvantage

1. It is at the same time expensive

2. And comparatively takes longer time depending on the organisation.

BUY LICENSED CRM SOFTWARE- This is purchasing software and

implementing in organization.

Advantage-

1. Usually the maximum chance of success.

2. It just need to install and trained the workforce accordingly.

Disadvantage-

1. Again it is expensive because of many costs as license cost, renewal cost etc.

associated with it.

1. Adding new software with change is a complex task.

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OUTSOURCING A MANAGED SERVICE- This means hiring from outside.

Advantage-

1. Most of the times lower cost.

2. Can adopt “pay- as- you go” approach with visible result.

Disadvantage-

1. For any new requirement needs to contact the company and pay for the development.

2. Also there is a risk of losing CRM solution investment if outsourcing company goes out of

business

STAGEWISE-

In this CRM software is offered in different, independent modules, according to specific

department needs.

Company buys sales automation software and contact management module from different

providers.

ENTERPRISE WISE CRM SOLUTION-

This is composed of different modules from same providers; it is implemented as a whole by

connecting different modules and existing database

VARIOUS ASPECTS OF CRM

CRM includes many aspects which relate directly to one another:

• Front office operations — Direct interaction with customers, e.g. face to face meetings, phone

calls, e-mail, online services etc.

• Back office operations — Operations that ultimately affect the activities of the front office

(e.g., billing, maintenance, planning, marketing, advertising, finance, manufacturing etc.)

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COMPANY PROFILE

Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple

retail formats in both the value and lifestyle segment of the Indian consumer market.

Headquartered in Mumbai (Bombay), the company operates over 12 million square feet of retail,

has over 1000 stores across 71 cities in India and employs over 30,000 people.

The company’s leading formats include pantaloons, a chain of fashion outlets, Big

Bazaar, a uniquely Indian hypermarket chain, Food Bazaar , a supermarket chain, blends the

look, touch and feel of Indian bazaars with aspects of modern retail choice, convenience and

quality and central, a chain of seamless destination malls. Some of its formats include brand

factory, blue sky, all top 10 stars and sitara. The company also operates an online portal,

futurebazaar.com

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A subsidiary company, Home solutions Retail (India)limited, operate Home

Town, a large – format home solutions store, collection I , selling home furniture products and

ezone focused on catering to the consumer electronics segment.

Pantaloon Retail was recently awarded the international retailer of the year 2008 by the

US – based National Retail Federation (NRF) and the Emerging market retailer of the year 2008

at the world retail congress held in Barcelona. Pantaloon Retail is the flagship company of Future

Group, a business group Catering to the entire Indian consumption space .

THE FUTURE GROUP

FutureBazaar.com is owned and operated by Future Bazaar India Ltd. (FBIL). FBIL is a part of

the Future Group, India’s largest retail conglomerate. FBIL is the e-commerce arm of the Future

Group. The company was incorporated in 2007 and began business in 2008.

As part of India’s largest retail chain, we enjoy the benefits of buying in bulk for the entire

group. Our aim is to get you a great range of products at great prices.

Core Competency of the business…what makes us different from others.!!

• A choice of more than 20,000 products

• Delivery across more than 1500 cities and towns in India covering around 16,000 pin

codes

• Fast deliveries – tie ups with world leaders in logistics & transportation services

• A dedicated Customer Care helpline for any queries

• Always offering Manufacturer’s guarantee as opposed to Seller’s guarantee, which most

of the other online shopping sites offer

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• Aggressive Prices –FutureBazaar.com has the benefit of leveraging the sourcing network

of the Future Group’s retail chains. This sourcing network straddles a wide range of

product requirements, thus being able to offer us economies of scale thereby -

unbelievable prices to it’s customer.

• Unmatched Selection of Products and Brands – We have more than 20,000 products

which creates the flexibility to offer a large range of choices to customers. We also have

partnerships with most of the brands available in the country, which allows us to get the

latest in the range to our customers. We have been able to create some major popularity

ripples with our corporate clients with products like mobiles, electronics, laptops, MP3

players, T-shirts, Gift Vouchers and so on.

• Seamless end-to-end Logistics Solution – We pride ourselves in having built an end-to-

end logistics solution; right from stocking, dispatching, and delivery confirmation upto

post-sales support. Our back-end infrastructure enables us to service around 15000 pin

codes across India.

• Dedicated Customer Care for online customers as well as corporate clients - We

have a dedicated team straddling client servicing, sourcing, logistics and customer service

for all our customers.

• "Our Brand Association" - Most importantly out parentage & association with

humungous retail brands like Big Bazaar, Pantaloons, Central and many more, lends

tremendous amount of trust & credibility to our end consumers.

About the Future Group

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Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one

of India’s leading business houses with multiple businesses spanning across the consumption

space. While retail forms the core business activity of Future Group, group subsidiaries are

present in consumer finance, capital, insurance, leisure and entertainment, brand

development, retail real estate development, retail media and logistics .

Led by its flagship enterprise, Pantaloon Retail, the group operates

over 11 million square feet of retail space in over 63 cities and towns and 65 rural locations

across India. Pantaloon Retail was awarded the International Retailer of the Year - 2008, by

the US-based National Retail Federation, the largest retail trade association and the the

Emerging Market Retailer of the Year 2008 at the World Retail Congress in Barcelona.

Future Group believes in developing strong insights on Indian consumers

and building businesses based on Indian ideas, as espoused in the group’s core value of

'Indian ness'. The group's corporate credo is, 'Rewrite rules, Retain values'. More about

Future Group.

The FutureBazaar.com Promise:

Manufacturer’s warranties on all products

Future Bazaar sells only original products from authorized dealers; so all applicable products

carry the original manufacturer’s warranty. Customers can visit any of the authorized service

centers of the manufacturer if required. The invoice accompanying the product is your warranty

document, so please preserve it.

http://www.pantaloon.com/

http://www.pantaloon.com/

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Guaranteed Delivery

Future Bazaar guarantees to deliver the exact product you selected, without defects. In case you

have received a different product, or if the product was damaged in transit, please let us know

and we will ensure that we replace the product or ensure that your money is refunded

Please note that delivery times vary according to products. 95% of our deliveries take place

within the committed time period. For the occasional delays, we will contact you and update

you about the status.

Secure Payments

We are committed to ensuring that no payment misuse happens, so we work with banks and

payment gateways to ensure that your information is protected. Payments are protected both by

us and by the policies of your bank, and the chances of fraud in these channels are actually very

low.

We also have a Risk Management team that scrutinizes all payments to ensure that there

are no fraudulent transactions. Our office address is also available for anyone who wishes to

contact us in person. Moreover, being part of India’s largest retail company with a presence all

over India, we are omnipresent!

Our Simple 15-Day Return Policy - No questions asked!

If you have purchased something at FutureBazaar.com and the product did not meet your

expectations or does not fit your needs, then you can return the product to us, no questions

asked, as long as it is in its original packaging and accompanied by its invoice. Just contact

our Customer Care and we’ll arrange to pick up the product from your home - simple.

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Prompt Customer Support

Our Customer Care is manned by dedicated personnel, who can take decisions and resolve your

problems. They are empowered to solve your problems and are aware of the processes and

means to handle them. In case they cannot solve the problem at their end, they will trigger the

required action on your behalf or advise you the best possible method to a successful fulfillment

of all your queries/issues. Be assured that when you call us, your call is being taken seriously.

Values:

○ Indian ness: confidence in ourselves.

○ Leadership: to be a leader, both in thought and business.

○ Respect & Humility: to respect every individual and be humble in our conduct.

○ Introspection: leading to purposeful thinking.

○ Openness: to be open and receptive to new ideas, knowledge and information.

○ Valuing and Nurturing Relationships: to build long term relationships.

○ Simplicity & Positivity: Simplicity and positivity in our thought, business and

action.

○ Adaptability: to be flexible and adaptable, to meet challenges.

○ Flow: to respect and understand the universal laws of nature.

Mission:

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We share the vision and belief that our customers and stakeholders shall be served only by

creating and executing future scenarios in the consumption space leading to economic

development.

We will be the trendsetters in evolving delivery formats, creating retail realty,

making consumption affordable for all customer segments – for classes and for masses.

We shall infuse Indian brands with confidence and renewed ambition.

We shall be efficient, cost- conscious and committed to quality in whatever we do.

We shall ensure that our positive attitude, sincerity, humility and united

determination shall be the driving force to make us successful.

Some Ki Chidiya

When the Mughals first came to India they were drawn by the lure of her fabulous wealth - India

was known as the "Sone Ki Chidiya," literally - "The Golden Bird".

According to economic historian Angus Maddison in his book The World

Economy: A Millennial Perspective, India had the world's largest economy in the 1st century and

11th century, with a 33% share of world GDP in the 1st century and 29% in 1000 CE. During

1700 AD, Mughal era, India’s share was 24%, more than the whole of Western Europe. It came

down to 3.8% in 1950s. Paul Kennedy, in his highly regarded book, The Rise and Fall of the

Great Powers: Economic Change and Military Conflict from 1500 to 2001 estimates that in 1750

India's share of the world trade was nearly 25 percent. It came down to 0.5% in the 1960s and

now stands at around 1.5%.

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The Indian economy is once again at the center of the global attention. As domestic consumption

drives economic growth in India, Future Group hopes to play a pivotal role in bringing back the

Sone Ki Chidiya.

Awards:

Images Fashion Forum 2011

• Most Admired Fashion Group Of The Year - Future Group

• Most Admired Private Label - Pantaloons, the lifestyle format

• Critics’ Choice For Pioneering Effort In Retail Concept

Creation - Central

Coca-Cola Golden Spoon Awards 2010

• Most Admired Food & Grocery Retailer Of The Year

• Most Admired Food Court

• Most Admired Food Professional

Indian Retail Forum Awards 2009

• Most Admired Retail Company of the year - Future Group

• Retail Face of the Year - Kishore Biyani

• Best Retailer Of The Year ( Hypermarket) - Big Bazaar

Future Group was awarded the Most Admired Retail Company of the year by the

Indian Retail Forum at a glittering ceremony organized in Mumbai. Mr. Kishore Biyani also won

Retail Face of the Year.

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India Retail Forum (IRF) is a platform for intellectual insights and information

exchange for the retail business in the Indian subcontinent. The forum presents the business of

retail in the region to a global audience, with the express aim of facilitating understanding about

and encouraging investment in this massive marketplace.

Big Bazaar, the value format of Future Group bagged the Best Retailer of the Year

( Hypermarket).

The INDIASTAR Award 2009

• Food Bazaar: Best Packaging Innovation

Food Bazaar bagged the INDIASTAR Award for Best Packaging Innovation in India, for its

private label brand Fresh And Pure Chakki Atta.

INDIASTAR Award is a biennial event which aims to promote and encourage excellence in

packaging design, innovation and technology. The contest was established in 1972 and is

considered as the most popular and premier event for India’s packaging fraternity. This year

there were around 357 entries and the participants had to submit a sample of their designs for

selection.

With this award, Pantaloon Retail (India) Limited becomes the first Indian Retailer to win the

prestigious INDIASTAR Award.

Retail Asia Pacific 500 Top Awards 2009

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• Gold Winner -Top Retailer 2009 Asia Pacific

Retail Asia Publishing Pte, the institutor of these awards, aims to set a platform that appraise,

raises and recognizes the development and growth of retailing throughout the Asia Pacific

region.

Coca-Cola Golden Spoon Awards 2009

• Most Admired Food & Grocery Retail Visionary of the Year: Kishore Biyani.

• Most Admired Food & Grocery Retailer of the Year – Supermarkets: Food Bazaar.

• Most Admired Food & Grocery Retailer of the Year - Hypermarkets: Big Bazaar.

• Most Admired Retailer of the Year - Dynamic Growth in Network Expansion across

Food, Beverages & Grocery: Future Group.

• Most Admired Food & Grocery Retailer of the Year - Consumer's Choice: Big Bazaar.

• The Coca-Cola Golden Spoon Awards 2009, were given away for the first time as a

culmination of the ‘Food Forum India 2009’ - a two day convention which saw the

participation of leading brands, retailers & retail support organizations from across the

globe. The awards were presented to honor enterprise, innovation and achievement in the

food retailing business as a benchmark of excellence.

Future Ventures:

Future Ventures, seeks to promote and participate in innovative and emerging business ventures

in India. The company intends to play a role in powering entrepreneurship, by promoting or

participating in diverse business activities, primarily in “consumption-led” sectors in the country,

which it defines as sectors whose growth and development will be determined primarily by the

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growing purchasing power of Indian consumers and their changing tastes, lifestyle and spending

habits.

The company will also participate in businesses where it exercises control or influence, and can

add value as active shareholders, by utilizing the experience and knowledge of the Future Group,

and specifically its parent, Pantaloon Retail

Meet India 's King of Retail

Pantaloon's Kishore Biyani has become India's largest retailer, but still has several aces up his

John Miller shirtsleeves.

In India's chaotic markets, Kishore Biyani is the unchallenged king of retail. He has the knack of

catching rivals off-guard and striking where it hurts most.

And now that he's set himself the task of retaining control of the largest retail space in the

country, he won't let anyone - suppliers or international promoters included - catch him slacking.

The latest to face the wrath of the 43-year-old is South African hypermarket Shoprite, which

opened shop in Mumbai [ Images ] last month through a franchise agreement with local company

Normal Lifestyle.

The hypermarket began retailing products from big boys Nestle [ Get Quote ], Unilever and

Procter & Gamble at consumer discounts of 20-30 per cent, lower than even Biyani's purchase

prices in his Big Bazaar and Food Bazaar stores.

Instead of chewing his nails, Biyani turned confrontationist, asking why the multinationals were

offering Shoprite better prices, even withdrawing Nestle products from his stores when the

company did not respond.

http://search.rediff.com/imgsrch/default.php?MT=mumbai

http://portfolio.rediff.com/quotes/nestle+india+ltd

http://search.rediff.com/imgsrch/default.php?MT=mumbai

http://portfolio.rediff.com/quotes/nestle+india+ltd

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Two days later the Nestle products were back, but not before the company had clarified its

stance. Says Biyani, "Shoprite is involved in predatory pricing. There are rules against this in

every part of the world."

But as a result of his tough stance, the three MNCs have asked Shoprite to roll back the offers or

face withdrawal of supplies, he says.

And he was proved right when the Kolkata Pantaloon store became a raging success and Biyani

stepped on to the turf as a super retailer.

Other professionals have wondered where Biyani picked up the tricks of the retailing trade.

Some he learned from his own mistakes, he admits. Others he picked up from the big boys of

international retail.

"I read every book on Sam Walton, Macy's, Marks & Spencer and management gurus like Tom

Peters whose book 'Reimagine' impressed me." Even now he reads a management book every

fortnight - Stephen Covey, Robert Kaplan or James Collins.

But unusual as it might seem, he also made it a point to stay away from these stores. The reason:

"By going to a Wal-Mart or a Macy's, you could get overwhelmed into thinking that was the best

model and stop learning," he says.

Mr.Gopikishan Biyani, whole time Director

Gopikishan Biyani is a commerce graduate and has more than twenty years of experience in the

textile business.

Mr.Rakesh Biyani, Whole time Director

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Rakesh Biyani is a commerce graduate and has been actively involved in category management;

retail stores operations, IT and exports. He has been instrumental in the implementation of the

various new retail formats.

Mr. Vijay kumer chopra, Independent Director

V.K Chopra is a fellow member of The Institute of chartered Accountants of India (ICAI) by

profession and is a certified Associate of Indian Institute of Bankers (CAIIB). His banking career

spans over 31 years and he has served senior management position in Central Bank of India,

oriental Bank of commerce, SIDBI , Corporation Bank and SEBI.

Major Milestones

1987 Company incorporated as men wear private Limited. Launch of pantaloons trouser,

India’s first trouser brand.

1991 Launch of BARE, the Indian jeans brand.

1992 Initial public offer(IPO)was made in the month of May.

1994 The Pantaloon Shoppe – exclusive menswear Store in franchisee format launched across

the nation. The company starts the Distribution.

1995 John miller – formal shirt brand launched.

1997 Company enters modern retail with the launch of the first 8000 square feet store,

pantaloons in Hyderabad.

2002 Three Big Bazaar stores launched within a span of 22 days in Kolkata, Bangalore and

Hyderabad.

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2003 Food Bazaar, the supermarket chain launched.

2005 Central- India’s first seamless mall is launched in Bangalore.

2006 Group moves beyond retail, acquires stakes in Galaxy Entertainment, Indus League

clothing and-Planet-Retail. Sets up India’s first Real Estate investment fund kshitijti build

a chain of shopping malls.

2007 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 Bazaar.

Future Group enters into joint venture Agreements to launch insurance products with

ltalian insurance, major,Generali,Forms joint ventures with US office stationery Retailer,

staples.

2008 Future Group crosses $1 billion turnover mark Specialized companies in retail

media, Logistic, IPR and brand Development and Retail – led technology services

become Operational. Pantaloon retail wins the International retailer of the year at US

Based national retail federation convention in New York and Emerging retailer of the

year Award at the world retail congress held in Barcelona.futurebazaar.com becomes

India’s most popular shopping portal.

2009 Future capital Holdings becomes the second Group Company to make a successful initial

Public offering in the Indian capital markers. Big Bazaar crosses the 100 – store mark,

Marking one of the fastest ever expansion of A hypermarket format anywhere in the

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world. Total operational retail space crosses 10million Square feet mark. Future group

acquires rural retail chain, Andhra present in 65 rural locations.

STORE STRUCTURE

STORE

MANAGER

ASSISTANTSTORE

MANAGER

DEPARTMENT

MANAGER

ASSISTANT

DEPT

MANAGER

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TEAM

MEMBERS

DEPARTMENTS

DEPARTMENTS SUBDEPARTMENT

• CLOTHING Children

Ladies wear

Men’s wear

• HOME FASHION Bath linen

Kitchen linen

Table linen

Homes accessories

• FASHION ACCESSORIES Jewelry

Hand bags

Sunglasses & watches

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• FOOT WEAR Nike

Reebok

• LUGGEAGE Bags

Trolley and suitcase

• PLACTICS,UTENCILS Crockery

& CROCERY Plastics

Utensils

• BLUE SKY Fashion accessories

• COMMUNICATIONS Accessories

Carrier

Hard ware

• CURE & CARE Non prescription

• DEPOT Books

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Multimedia

Stationary

• ELECTRONICS Consumer durables

Computer accessories

Personal electronics

• FOOD BAZAAR Fruits and Vegetables

Chef zone

Chill zone

• LEE COPPER Lc ladies

Lc men

• LOOT MART Kids Accessories

Ladies Accessories

Men’s Accessories

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• NAVRAS Precious jewelry

• STAR & SITARA Personal Grooming

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.

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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.

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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.

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Advantages Of CRM for Big Bazaar

Using CRM, a 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,

and 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.

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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 didn’t 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.

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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 future customers.

Always Give Customers More Than They Expect

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"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.

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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.

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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

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

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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 better-known, 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.

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

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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."

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DATA ANALYSIS & INTERPERTATION

RESULT OF SURVEY ON CRM IN RETAIL MANAGEMENT

(BIG BAZAAR)

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

0

10

20

30

40

50

60

70

80

yes No can't say

Seri

Result:

From the above table it is clear that customers are satisfied with the services of Big Bazaar

because out of 100% customers 75% has given the positive answer in favor of Big Bazaar.

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2.How do you find the Shopper Assistant’s behavior?

HELPING NOT HELPING RUDE

0

10

20

30

40

50

60

70

80

helping not helping rude

Seri

75 15 10

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Result:

From the above table it is clear that customer are satisfied with the attitude of the

shopper’s .Out of 100% customer all 75%customer are satisfied.

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3.How would you rate the Shopper Assistant’s behavior on the scale of five?

5 4 3 2 1

0

5

10

15

20

25

30

35

40

45

1 2 3 4 5

rank

custo

Result:

Out of 100 customer,40customer have given the 5 marks

to shopper .

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

40 25 20 10 5

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YES NO CAN’T SAY

0

10

20

30

40

50

60

70

yes no can't say

Seri

Result:

Out of 100% customer 60, have told that they like the layout of Big Bazaar while 30 told

that they do not like very much.

60 30 10

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

CUSTOMER SERVICES CREDIT FACILITY

DELIVERY SERVICES

0

10

20

30

40

50

60

customer services credit fecility delivery fecility

Result:

Out of 100% Customer ,4% customers like delivery services of Big Bazaar while 42%

customers like the credit facility&54% customers like customer service. So it is clear that

customer wants credit services most.

54 42

6

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

Delightness)

ALWAYS SOMETIMES NEVER

0

5

10

15

20

25

30

35

40

45

50

A lway s S om etim es Never

S er

Result:

Out of 100% Customer, 45% customers said that Big Bazaar always provide better

services &it exceed their expectation.

45 33 22

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7. Do you think that Big-Bazaar follow the ethical Mktg. Practices like right

pricing, right quality and right quantity?

YES NO CAN’T SAY

0

10

20

30

40

50

60

'

Seri

Result:

Out of 30 customer,25 customers have told that BigBazaar following the ethical marketing

practices.

55 33 12

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8 What comes first when you think about Food–Bazaar?

PRICE QUALITY

perception about food bazaar

Price

74%

Quality

16%

can'tsay

10%

Pric

Qual

can't

16

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Result:

Customer said that when they think about Big Bazaar they think about price. out of 100%

customer 74% customer have told this while 16% customer said that they think about

quality.

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9 How would you rate theme–setting display of Food-Bazaar in comparison to

other?

Good Average Poor can’t say

0

5

10

15

20

25

30

35

40

Good Average Poor Can'tsay

Seri

Result:

Out of 100% customers, 35% customers said that Food Bazaar theme is good while 32%

customer said that it is average &28% customer said that it is poor.

35 32 28

5

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10. 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

0

10

20

30

40

50

60

Personality Communication Team work cus tomer need

Seri

Seri

5 25

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Result:

Out of 100% retailers, 58% has given importance to the store manager who have the

quality of identifying customer need, while 12% given importance to team work &25%

good communication skills.

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11.Do you display all the entire stock on the rack or some amount is kept for

contingence? (Inventory availability)

Applicable to all product Applicable to some product

Only to FMCG

0

10

20

30

40

50

60

70

80

90

Applicable to all product Applicable to some product Only on FMCG

Seri

Seri

Seri

Result:

Out of 100% retailer, 77% have told that they show the entire product to customer, while

18 have told that show some product to the customer.

5

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

Brand Price Customer preference Product visibility

0

10

20

30

40

50

60

70

Price Brand Customer prefrence Product visibility

Seri

Seri

65 5

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RESULT:

Out of 100% Retailer, 65% has said they use The customer preference for point of

purchase counter while 15% said that they use brand & price, 5% product visibility.

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

awareness?

Newspaper Radio jingle Advertising Banner 48 25 14 13

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0

5

10

15

20

25

30

35

40

45

50

News paper Radio T.V. Banner

Seri

Result :

Out of 100% retailer, 48% has told that they use Newspaper as their main tool for

promotional.

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14. How would you analyses the customer satisfaction ?

Number of repeat purchase Loyalties benefit Customer database

0

10

20

30

40

50

60

70

Repeat purchase Loyality Other benefits

Seri

Seri

Result:

100% Out of Retailer, 65% retailer said that they get the customer satisfaction by repeat

purchase,

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15.What is your method of analyzing customer satisfaction?

Feedback No. of repeat purchase interaction of manager with

customer

0

10

20

30

40

50

60

70

80

Feedback Repeat purchase interaction to employees

Seri

Seri

Result :

Out of 100%retailer, 67% have told that analyzing the customer satisfaction through the

feedback of customer.

67 15 18

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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.

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8/3/2019 crm at bb


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

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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

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8/3/2019 crm at bb


LIMITATION

• The topic was very vast topic yet very important also.

• Due to time restraints it was not possible to study in depth to get knowledge what

practices are followed at Big Bazaar.

• Nevertheless, many facts and data are such that they are not to be disclosed because of

the confidential nature of the same.

• Hence because of that I cannot express any opinions upon various issues which it limits

the scope of my study.

• Duration of the project work was not sufficient.

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8/3/2019 crm at bb


CONCLUSION

“Customer Service is a critical factor for keeping your clients coming back

and ensuring they’ll refer you to others”.

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.

2: Customer service is all about the customer’s 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 client’s), 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 you’re communicating with

clients at every stage of the engagement, from the sales process through to completion of the

project? Being clear about where you’re at, what’s been completed, what’s coming up next,

who’s responsible, what results you can expect, etc.? Has the client ever had to ask you for

these things?

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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 you’ve 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: Don’t 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.

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8/3/2019 crm at bb


RECOMMEND

ATIONS 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.

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

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