MINOR PROJECT REPORT ON

________________________________________________

SUBMITTED IN PARTIAL FULFILLMENT OF REQUIREMENT OF BACHELOR OF

BUSINESS ADMINISTRATION (BBA) BATCH

2016-2019

GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY

Under the guidance of: Submitted by:

MS. SADHANA SINGH SUMIT GUPTA

(FACULTY GUIDE) ROLL NO.

NEW DELHI INSTITUTE OF MANAGEMENT

61, TUGHLAKABAD INSTITUTIONAL AREA

NEW DELHI - 110062

 DECLARATION

I hereby declare that the project report entitled “_______” which is being submitted in partial
fulfilment of requirement of the course and carried out by me under the guidance and
supervision of my mentor MS.SADHANA SINGH

I further declare that I or any other person has not previously submitted this project report to
any other institution for any other degree or diploma.

DATE: SUMIT GUPTA

ROLL NO.
 ACKNOWLEDGEMENT

A lot of effort has gone into this training report. My thanks are due to many people with
whom I have been closely associated. I would like to thank all those who have contributed
in completing this project. First of all, I would like to send my sincere thanks to
MS.SADHANA SINGH for her helpful hand in the completion of my project.

I would like to thank my entire beloved family & friends for providing me monetary as well
as non – monetary support, as and when required, without which this project would not have
completed on time. Their trust and patience is now coming out in form of this project.

SUMIT GUPTA
 CERTIFICATE

This is to certify that the project report entitled “____________” submitted by SUMIT GUPTA is a bona fide
piece of work conducted under my direct supervision and guidance. No part of this work has been submitted
for any other degree of any other university. The data sources have been duly acknowledged. It may be
considered for evaluation in partial fulfilment of the requirement for the award of degree of Bachelors of
Business Administration.

Date: MS. SADHANA SINGH

 CONTENT

EXECUTIVE SUMMARY

CHAPTER -1: INTRODUCTION

1.1 Over view of study
1.2 Objectives of the study
1.3 Scope and significance of the study
1.4 Limitations of the study

CHAPTER 2: RESEARCH METHODOLOGY

2.1 Universe
2.2 Sample size and sampling technique
2.3 Data collection
2.4 Presentation tools

CHAPTER 3: INDUSTRY PROFILE

3.1 Past, present and future trends
3.2 Major players and their respective market share

CHAPTER 4: COMPANY PROFILE

4.1 History
4.2 Vision, mission, and objective of the company
4.3 Organizational structure

CHAPTER 5: THEORETICAL PERSPECTIVE

CHAPTER 6: DATA ANALYSIS AND FINDINGS

CHAPTER 7: CONCLUSION AND SUGGESTIONS

ANNEXURE

 BIBLIOGRAPHY
 QUESTIONNAIRE
 CHAPTER-1

INTRODUCTION TO STUDY
BRIEF OVER VIEW OF STUDY

BIG BASKET

Bigbasket.com (Innovative Retail Concepts Private Limited) is India’s largest online food and grocery store.
With over 18,000 products and over a 1000 brands in our catalogue you will find everything you are looking
for. Right from fresh Fruits and Vegetables, Rice and Dals, Spices and Seasonings to Packaged products,
Beverages, Personal care products, Meats – we have it all.

Choose from a wide range of options in every category, exclusively handpicked to help you find the best
quality available at the lowest prices. Select a time slot for delivery and your order will be delivered right to
your doorstep, anywhere in Bangalore, Hyderabad, Mumbai, Pune, Chennai, Delhi-Noida, Mysore, Madurai,
Coimbatore, Vijayawada-Guntur, Kolkata, Ahmedabad-Gandhinagar, Nashik, Lucknow-Kanpur, Gurgaon,
Vadodara, Visakhapatnam, Surat, Nagpur, Patna, Indore and Chandigarh Tricity You can pay online using
your debit / credit card or by cash / sodexo on delivery.

Today Bigbasket.com is one of the leading online grocers in India. The company bases its success on the three
pillars namely exceptional customer focus ( Bigbasket offers same-day delivery across a city, 99.3% on time
delivery, 99.5% order fill rate and a no questions asked customer return policy, all of which has contributed
to high customer loyalty and excellent customer feedback.

On top of it all, BigBasket compensates a customer every time it is not able to deliver on its promise thus
ensuring that there is consistent focus on raising the bar higher.) , wide range and variety of products ( They
have more than 40% of their sales coming through their own brands.BigBasket has further innovated by
offering products such as cut fruits and vegetables, a range of recipe mixes and have recently launched their
own bakery in Bangalore that delivers bread baked to order ) and continuous innovation with the help of
technology
BRAND EMBASSADOR OF BIG BASKET

Online grocery store BigBasket.com has roped in actor Shah Rukh Khan as brand ambassador for an
undisclosed fee. Experience the all new BigBasket!" the tweets said. This was followed by another— "Shah
Rukh Khan is a BigBasketeer! What about you?"Vipul Parekh, co-founder of BigBasket, declined to give the
financial details of the deal. "The endorsement fee is under NDA (non-disclosure agreement), so I may not be
able to give you an accurate figure. However, it is not as little as we would have liked and not as much as what
everybody believes it to be," he said.ET had reported earlier that actors Shah Rukh Khan, Aamir Khan and
Amitabh Bachchan are learnt to charge Rs 8-12 crore annually for e-commerce endorsements, which is 20-
25% higher than rates for some well-known offline brands they currently endorse.

We have selected SRK because of his universal appeal, which cuts across age, gender and geography. For a
mass market national brand like BigBasket, that was very important since we appeal to an equally wide
audience," said Parekh. "SRK has the ability to get into the skin of the character and embody it with a lot of
believability. We felt it was important that people could relate to the BigBasket brand ambassador." The
company is doing a campaign that covers all channels—print, TV, outdoor and radio."We will be breaking
our TVCs featuring SRK next week and expect to make a significant impact on our business with them. We
have a long-term contract with SRK which is renewable annually. We expect him to be a consistent brand icon
for us," said Parekh.

Khan is also the face of online fashion e-tailer Yepme.com, which was running #iamfan contest on its platform
to promote the upcoming film 'Fan', in which the actor has the lead role.

Hari Menon, Co-Founder & CEO of Bigbasket

Hari mentioned that Bigbasket is processing almost 20,000 orders per day. The 2000 member team has a 70
percent blue collar workforce. Hari believes that the recent second line hires of the company including the
head of merchandising, VP of engineering and HR Director are well set to take the company to the next level.

While the revenues of the company in FY 2014-15 was 210 crores, Hari is expecting the March 2016 revenues
itself to be 200 crores($30M) exiting the fiscal year with a run rate of $400 million. This growth is primarily
fueled by the expansion into newer cities, the company’s aggressive marketing and subsequent customer
acquisition. Hari says,Groceries being a regularly needed commodity, a customer purchases on an average2.5
times ina month. We are trying to take this figure to 4 as it indicates the stickiness of the customer to our
platform. There are nearly 26 orders in a basket.

Right now, payment for 50 percent of the orders is made online while the remaining is done offline(cash on
delivery). The platform also provides the option of using Bigbasket mobile wallet(closed wallet) or PayU
money for online buyers. According to Hari, this ratio will soon change to 70:30(online:offline payments) by
the year end

OBJECTIVES OF STUDY

The main objectives of the present project work are as following:-

 a) To study marketing strategies of Big Basket.
b) To know the various factors affecting the choice of customers.
c) To know the level of customer satisfaction towards big basket
d) To find out the areas of improvement for Big Basket.

However the main focus was to bridge the gap between the theoretical and practical knowledge of mine.

SCOPE OF THE STUDY

Big Basket is India's largest online food and grocery store, with over 10,000 products and over
1000 brands.

Big Basket sells products in categories such as fresh fruits and vegetables, grocery and staples,
meats, personal care, and home and kitchen products. Scope of big basket is-

a) The project aims on understanding customer satisfaction of buying glossary items with
respect to their choise. The project helps us to know how much powerful this online
store that compel the buyer to buy glossaru items fron this online store only.
b) A good product quality with affordable price.
c) A good service to customer.
d) User friendly shopping experience.
e) Getting customers trust and fulfill their requirements.
 Significance of the Study

a. As of today, BIG BASKET employs over 4500 people.

b. It experiences 2 million unit sales and 4 million unique visitors per month with sales growing
at 25% per month, eyeing a $50 million run rate.
c. With close to 11.5 million titles,BIG BASKET is the largest online grocery retailer in India
with 60 per cent market share.
d. It has a registered user base of two million customers and ships out as many as 30,000 items a
day, clocking daily sales of Rs 2.5 crore.
e. BIG BASKET is rapidly expanding its network of warehouses, distribution centers,
procurement operations and 24/7 customer support teams.

LIMITATIONS OF THE STUDY

Following are the important limitations faced during the research work; these limitations always pose a
challenge to the research:-

a. The study was conducted in few areas of South Delhi and Central Delhi. Hence the study may
not be useful for projection of behavioral aspect of customers of other cities.
b. Money virtually fall short of what ideal field work would cost and may require shortcuts for
the validity of findings.
c. People lack the time so they did not take interest in Filling questionnaires
d. Limited time of working and cost involved can be considered as one of the important
limitation.
 CHAPTER-2

RESEARCH METHODOLOGY
 RESEARCH METHODOLOGY

The research process is carried out according to a designated series of steps, which are required to be taken in a
chronological order.Fundamental to the success of any research project is sound research design. It is the framework or
plan for a study that guides the collection and analysis of data.

The research design used for this project is exploratory in nature. The major emphasis is on the discovery of ideas. The
exploratory study is also used to increase the analyst familiarity with the problem under investigation.
 UNIVERSE

Target population

BIG BASKET targets on the population of Bangalore, Hyderabad, Mumbai, Pune, Chennai, Delhi-Noida,
Mysore, Madurai, Coimbatore, Vijayawada-Guntur, Kolkata, Ahmedabad-Gandhinagar, Nashik, Lucknow-
Kanpur, Gurgaon, Vadodara, Visakhapatnam, Surat, Nagpur, Patna, Indore and Chandigarh Tricity

Sampling unit

Bigbasket.com (Innovative Retail Concepts Private Limited) is India’s largest online food and grocery store.
They deliever glossary items when consumers orders it with the help of their website.Their consumers are
their first priorty

SAMPLE SIZE AND SAMPLING TECHNIQUE

Sampling - Researcher collect needed information from various persons who are associated with this subject.
When such associated persons are in new number research can get information from all of them in such some
people among associated persons are selected and collect information from them. This selected person
represents the whole universe and are called sample.

Sampling Units- Respondents of DELHI who use flipkart.com

Sample Size - The sample size of 100 respondents was taken for the current study.

Sampling Technique - The sampling technique used for the study was convenience sampling,wherein the
population elements are selected for inclusion in the sample based on the convenience of researchers

DATA COLLECTION
For the present minor project work both primary and secondary data were extensively used. These data were
collected from primary and secondary sourced respectively

a. Primary data
b. Secondary data

Primary data for the present research work has been collected through

a) Observation method.
b) Interview method.
c) Questionnaires.

The secondary data required for the project has been collected from company website, Newspaper, Magazines,
Journals, published work of other researchers and little part has also been referred from books.

Tools of Presentation
For the current study, different presentation tools were used for presentation of the relevant information. The
following tools were used for analysis:-

a. Bar Chart
b. Pie Chart
c. Table Diagram
 CHAPTER-3

INDUSTRY OVERVIEW

BIG BASKET
Bigbasket is operational in seven cities (including six metros) currently and with fresh funding, it plans to
expand to two more metros and 50 tier two cities. The funds will be used towards:

Warehouses :The company is in the process of opening large warehouses (approximately 100,000 square
feet) in themetrosof Bengaluru, Hyderabad, Mumbai, Pune, Chennai, Delhi-NCR, Ahmedabad and Kolkata.
These eight warehouses will also cater to cities that fall within a 250-300 kmsto these metros. For example,
the Bangalore warehouse is serving Mysore at the moment, similarly Chennai can be a feeder to Madurai,
Trichy; Ahmedabad to Surat, Baroda; and Hyderabad to Vijaywada, Vizag and Guntur. There will be a
support network of 60 smaller warehouses getting direct supply from the large warehouses.

Expansion :Bigbasket will be launching in Kolkata and Ahmedabad by October. By the year end(March
2016), Bigbasket aims to be present in 35 cities. Hari says,

Even after these launches, we expect 60% of our revenues coming from metros.One hour express deliveries:
For emergency items, the company is introducing an option of one hour express delivery using a two-
wheeler network of Delyver, the startup acquired in January 2015. Bigbasket is setting up dark stores or
small warehouses with 1000-2000 SKUs,for the same which will get direct feed from the main warehouses.
Delyver co-founders are now a part of the management team of Bigbasket and the rest of the team will be
supporting the one hour express delivery feature.Online grocer Bigbasket, that entered the Gujarat market
today, is looking to touch a revenue of $1 billion by 2017-18 and be among the top three grocery players in
the country (including offline stores) from a current revenue of Rs 210 crore.

"We clocked a turnover of about Rs 210 crore in FY15, and hope to end the current fiscal with a turnover of
around Rs 1,000 crore. The target is to have revenues of $1 billion by 2018 March, and be among the top
three grocery players in the country including the offline players as well," said HariMenon, co-founder and
chief executive officer of Bigbasket. He added that the gross margins were around 22 per cent and the
company was working to take it up to 24 per cent. It has already raised $80 million in multiple rounds of
funding.Bigbasket is in the process of raising Rs 800 crore or about $120 million to fund its expansion and
acquire new customers. It currently has a customer base of around 800,000 and about 1.5 million registered
users. The mobile application is downloaded by over 1 million users every month and the average visits per
customer stands at around 2.6 per month.

As a part of its plans to expand footprint, Bigbasket aims to be in 28 cities by February next year that would
include 20 tier II cities. It is already present in the tier I cities of Bangalore, Mumbai, Hyderabad, Pune,
NCR and entered Ahmedabad today. It would start Kolkata operations in about a fortnight. The second leg
of expansion would come from the tier II cities like Surat, Vadodara, Mysore, Madurai, Vijayawada, Nasik,
Patna, Bhopal, Indore etc.AsMenon pointed out, there is not much difference in customer behaviour when it
came to grocery shopping amongst tier I and tier II cities. This helps Bigbasket manage its logistics better,
which combines local as well as national sourcing. "Some items like potatoes, onions, oranges, apples are
sourced nationally from the major producing hubs. Some items are sourced locally from 'mandis' and also
local farmers," Menon said. In fact, Bigbasket is setting up 16 collection centers close to farming centers
across the country; it already has six up and running.

Contribution of vegetables and fruits to its overall sales is around 20 per cent, which is higher than that of a
physical grocery store (around 6 per cent), claimed Menon.The penetration of e-commerce in India retail
industry (valued at $550 billion) is just about 0.4 per cent.

Majors Players and their Respective Market Shares

NATURE’S BASKET
They believe that nothing can bring people together like Good Food. And so brought to you premium
options to order food online across various categories, such as health, fruits, vegetables, beverages, bakery,
eggs, meats, confectionery, desserts, ready-to-eat lip smacking food and more.

Indulge your taste buds in a variety of tantalizing cuisines. You may also like to buy Nature’s Basket
cooking aids and books available in the form of accessories and books. Nature’s Basket is know for best
online grocery store in India for premium quality, imported grocery, fruits, dry fruits, wheat and more.

ZOPNOW
Enjoy free online delivery on all your orders. We will send you updates about special Zopnow coupons, sale
prices drop and discounts in and around the city, like cashback offers in Hyderabad, additional off on orders
above Rs. 500 and many more seasonal discounts.

You can also refer a friend and take 25% additional Zoppies, where these Zoppies can be used to redeem
during the checkout process at the store. Online grocery shopping India made easy with Zopnow!

GROFFERS
Grofers is a hot favourite in the online grocery market. Their uniqueness lies in the fact that they connect
consumers with all local stores, selling grocery items. It is an on-demand store that delivers veggies, fruits,
other grocery items, baked goodies, electronics, cosmetics, flowers, baby care and pet care products as required
by the consumers.

You have the freedom to shop from the favourite stores, in your area, choose and schedule delivery slots and
also get real time updates on whatever you order. They have covered lots of cities such as Delhi NCR, Mumbai,
Pune, Nagpur, Kanpur, Kolkata, Hyderabad, Bengaluru, Chennai, Indore, Lucknow, Surat, Jaipur, Agra,
Ahmedabad, Vadodara and Chandigarh

RELIANCE FRESH
Reliance took to the online grocery market, as its brick and mortar stores has already been a huge hit with the
consumers. Just like its physical counterparts, the online stores offer 6000+ products all over India. With
Reliance Fresh Direct, you would no more be required to go out for grocery shopping, jostling in the crowd
and sweating in the sun.

Make your choice from the freshest veggies and fruits, nutritive dairy and grocery staples, baked items,
packaged foods, drinks, confectioneries and snacks, personal care and household items.

GREEN CART
Whether you want to buy the basics, or like to follow the food pyramid or just want to buy everything on your
grocery shopping list; well none of this is a chore anymore. Green Cart is here to help you shop groceries,
fresh veggies and basics like – diary, bakery, international food, beverages, organic food and widest range of
fresh produce.

They keep their quality as their primary principle and aim to offer their products at the affordable prices. Find
exclusive Green Cart coupons at GrabOn and save big on your online shopping of food items.

Aaramshop
Admit to being lazy and don’t want to go to the stores that are on your way home? You have got Aaramshop
where you can pick health drinks, snacks, fresh vegetables, biscuits, cookies, edible oils, laundry supplies and
a wide range of groceries. With this store, you can choose a delivery slot whenever you want and wherever
you want.

Choose the perfect Aaramshop coupons that you need or want, use the right coupon during your checkout at
the store and you are done! You will see savings added-up to your cart value.

NATURALLY YOURS
 We’ll know farmer’s markets are cheap, they bring fresh produce and they are just generally fantastic. So if
this is something that you are looking for, shop at Naturally Yours.

Even if you want to buy the foods that make you happy as well as your tummy? Naturally Yours is the right
place to shop that happy food. The store features over 20000 carefully curated products for your health, mind,
body and soul.

They have a huge range of organic cosmetics, organic supplements, organic clothing, organic food and organic
ayurveda
 CHAPTER-4

COMPANY PROFILE

HISTORY OF BIG BASKET

The story of how Bigbasket started is quite interesting and a story of sheer passion and belief in the cause. In
1999, Mr V S Sudhakar, MrHariMenon ,MrVipul Parekh , MrAbhinayChoudhari and Mr V S Ramesh started
one of the first online businesses in India called Fabmart.com. In 2001, they started an online groceries
business as a part of Fabmart. In spite of the market being in its infancy then, Fabmart.com did exceedingly
well. They then went on to setup a physical retail chain called Fabmall which was a chain of grocery
supermarkets in the South of India. This business was sold in 2006, and eventually renamed More by the
buyers, the Aditya Birla Group. The founders however were always enamoured by online grocery and in 2011,
the same team recoupled and launched Bigbasket.com.

Today Bigbasket.com is one of the leading online grocers in India. The company bases its success on the three
pillars namely exceptional customer focus ( Bigbasket offers same-day delivery across a city, 99.3% on time
delivery, 99.5% order fill rate and a no questions asked customer return policy, all of which has contributed
to high customer loyalty and excellent customer feedback. On top of it all, BigBasket compensates a customer
every time it is not able to deliver on its promise thus ensuring that there is consistent focus on raising the bar
higher.) , wide range and variety of products ( They have more than 40% of their sales coming through their
own brands.BigBasket has further innovated by offering products such as cut fruits and vegetables, a range of
recipe mixes and have recently launched their own bakery in Bangalore that delivers bread baked to order )
and continuous innovation with the help of technology (BigBasket has both android and iOS mobile apps
which allow customers to order groceries on the go. Features such as “Smart-basket” predicts what a customer
needs more often and reduces the time-to-order to “within 5 minutes”.)

Today, the five founder of Bigbasket.com are some of the most experience and well known names in the
industry with significant experience of building storng and successful businesses. MrHariMenon is now the
CEO and Head of Merchandising at Bigbasket.com. Prior to this Hari was the CEO of Indiaskills, the
Vocational Education JV of Manipal Group with City & Guilds, UK. He was also the Co-founder of Fabmall,
one of the pioneers in the e-commerce and retail space in India. Hari has served as the Country Head at
Planetasia, one of India’s first Internet services businesses and also worked with IT major Wipro as a Business
Head in the Infotech business. Hari is an alumnus of BITS Pilani. Mr V S Sudhakar is the founder and CEO
of Fabmall, a leading online and physical retail business. Prior to Bibbasket, Sudhakar was the CEO of
Planetasia, the first online focused services business in the country. He has significant experience in general
management at senior levels in the IT industry.MrVipul Parekh is the Head of Finance & Marketing at
Bigbasket.com. Prior to this Vipul was an investment Director at Peepul Capital, a leading Private Equity
Fund. He has also been the Co-Founder of Fabmall and a business development head in the Wipro Infotech
Group. Vipul is an alumnus of IIM Bangalore. MrAbhinayChoudhari is the Head of New Initiatives at
Bigbasket.com. Prior to this, Abhinay worked with leading IT companies in consulting engagements with key
retail majors like Tesco and LEGO across the world. This IIM Ahmedabad alumnus was also the founder of
Stylecountry.com. Mr V S Ramesh is the Head of Logistics & Supply Chain at Bigbasket.com. He was also
a Co-founder at Fabmall. Prior to Fabmall, he ran the operations and logistics for a large fleet of ships for a
shipping major
Last month Bigbasket crossed a million orders delivered. Bigbasket currently operates in 3 cities – Bangalore,
Mumbai and Hyderabad and will expand shortly to Pune, NCR and Chennai. The company which is 1000
people big has more than 200,000 customers in three cities and are growing at 20% month on month. They
deliver around 5000 orders a day across the three cities and their average order value across the three cities is
about Rs. 1500/-.The company is now planning to expand to 10 more cities over the next 12 months.
Bigbasket recently raised a funding of Rs 200 Crores . This makes our total fund raise (Series A and B) at Rs.
280 crores. This round (Series B) of Rs 200 crores came from Helion, Zodius and existing investors who
participated including Ascent Capital, Lion Rock Capital and serial entrepreneurs Ganesh Krishnan and Meena
Ganesh. Bigbasket plans to use these funds to primarily expand into new geographies (Pune, Delhi, NCR,
Chennai will be immediate) and 4 more cities soon after. Another key area of investments will be technology.
They plan to significantly enhance customer experience, both online and mobile and enhance our backend
processes through increased investments in technology.

Investments will also be made in creating additional cold room facilities to significantly increase their range
of fresh produce. They also plan to invest heavily into last mile delivery, including energy efficient vehicles
which are cold chain enabled.

Vision and Mission of the Company

Vision

The vision of BIG BASKET is stated as below

• To become Amazon of India.

Mission

The mission of BIG BASKET is stated as below

• Providing a delightful customer experience.

OBJECTIVES OF BIG BASKET

 a. The most well known goal for Online Businesses where you're looking for an extra channel to
push your products whether it's make-up, clothes, shoes, pet products etc.

b. this goal applies particularly well to non-profit organizations like Churches, local Government
organizations, Community organizations, Charities etc - they need to have online
conversations/discussions with their current members and attract new ones.
c. Are you spending a large part of your day getting interrupted by customer care phone calls
instead of working on your business? You need an Online Business to be automating some of
that for you
d. To treats its employees and stakeholders with utmost respect and dignity.
e. To observe and adhere to the highest standards of ethical corporate behavior.
f. To produce the catalogue products to cater to the changing market requirements. Based on the
customer feedback, improvements are being made continuously in the existing services

MARKETING STRATEGIES FOR CONSUMER SATISFACTION

BigBasket.com with 18000+ products and 1000+ brands listed on their catalogue is known to be India’s largest
online food and grocery store. It offers a wide range of options in every category to deliver you with the best
quality products at the lowest rates including fresh fruits and vegetables, spices and seasonings, a category of
packaged products, beverages, personal care products, even meats, and many more.

As of now, BigBasket is a purely internet based company and does not have any brick and mortar stores.

It all started in 1999 when Hari Menon along with five of his friends- VS Sudhakar, Vipul Parekh, Abhinay
Choudhari and V S Ramesh launched their online retail website known as ‘Fabmart’.They failed to get some
traction as their idea was way ahead of its time, so they could not work for the masses.That was the time when
they all decided to put the online business on the backseat and focus totally on ‘Fabmall’ with all their energy.
Fabmall was their physical retail chain of grocery stores. They too merged this chain with another grocery
retail chain known as ‘Trinethra’.

Implementing many strategies and with hard work, in a matter of seven years, they succeeded to expand their
business to 200 stores across Andhra Pradesh, Tamil Nadu, Karnataka and Kerala. Around the same time, they
also decided to sell-off the business to Aditya Birla Group.

Then the time came when they start thinking of getting back to their original idea of online grocery store.
Discussion with serial entrepreneur Krishnan Ganesh was successful and they concluded to go ahead with it.
The idea was collectively seeded by serial entrepreneurs and angel investors Krishnan and Meena Ganesh.
And finally in December 2011, they launched BigBasket.com!
Funding Received-Soon after their launch, they received their first funding of $10million from ChrysCapital
co-founder Raj Kondur and Ascent Capital.

There were 15 funding rounds of more than $100 million in the whole year of 2014. So far this year, BigBasket
has raised $150 million in fresh round of funding led by UAE’s Abraaj Group to expand its services into
smaller cities. Existing investors Bessemer Venture Partners and Helion Advisors along with International
Finance Corp and Sands Capital also participated in the round.

BigBasket has effectively used unmatched customer service with large variety of products using constant
innovation using technology.

When BigBasket started its operations, it adopted the ‘just-in-time model’ – wherein not only unpreserved
good but every item was brought against an order. In other words, they were purchased-to-order. In this model,
the delivery boy directly picks up the item from the retailer, and directly delivers it to the customer.

As the time passed and their business grew, they proceeded to an ‘inventory model’ for most of their products,
and BigBasket now buys products directly from suppliers like – HUL, P&G, farmers, mills, etc. and then
stocks these in their warehouses. And for the revenue generation, BigBasket adds a small margin to the cost
price of the product before vending them.

But BigBasket also sources many of its products locally as well as nationally. Some items like onions, oranges,
apples, etc. are purchased nationally from their major producing locations; while, many other items are sourced
locally from ‘mandis’ (markets) or local farmers. This depends on the product and its surrounding factors.
BigBasket has been implementing a Hyper-local strategy, wherein, it has joined hands with more than 1,800
neighborhood grocery stores across India to deliver goods within an hour.

Looking for the current scenario – BigBasket now processes almost 20,000 orders a day, with the involvement
of 2000 team members.Earlier they had acquired a hyper-local delivery start-up ‘Delyver’, to further
strengthen its delivery service. Although, the company still functions as an independent firm, but the co-
founders of Delyver have also been included in the management team of BigBasket.This acquisition has helped
BigBasket in their Express Delivery model, to delivery groceries in one hour.

Moving on, around the mid of 2015, BigBasket also roped in Bollywood actor – ‘Shah Rukh Khan’ as their
brand ambassador, for an undisclosed sum; following which, they also launched a high volume television,
digital and print media campaign as well.

They are now operational in 20 cities which include six metros, and are in plan to expand to 50 more tier two
cities soon. They will also be opening 8 large warehouses in metro cities.

2) FUNDING: 13 Indian Startups Making News This Week (14 March – 20 March)

3) NEWS: Marketers Get Ready: Pinterest starts testing video ads.

Organizational Structure

Following hierarchical pattern is followed at BIG BASKET:-

 Marketing Strategies for Customer Satisfaction


a) Word of mouth (initial marketing even now they want to satisfy customer so they come back for
more)
b) We DO NOT sell old items or used items. All the items listed at big basket .com are new .
c) Ads at proper places and use pay per click to pay for ads
d) Very easy web interface
e) Payment convenience
f) Cash/card on delivery – there by encouraging students and people with no credit/debit card to
purchase in flipkart, with mobile internet penetration there is chances of capturing rural market (60%
revenue by COD)
g) Wallet – customer can recharge money online and purchase then and when needed those entering
details always is rectified, target heavy purchase and luxury customer
h) Customer conversion rate is so high more than 70%
i) Personalization of the user page
Poters 5 forces – Bargain power of suppliers (low)
The readers are reducing thus suppliers are in weak position

a) Inventory turnover is lower, thus more inventory again flipkart is at the upper hand

b) Bargain of buyers (high)

c) Not many buyers

d) Best deals online

e) Cash on delivery

f) One stop solution

g) Faster delivery with free shipping cost

h) Threat of New entries (high)

i) Market potential for this industry is high

j) Low entry barriers, but sustaining is tough

k) Threat of substitutes (Low)

l) Diminishing brick and mortar model

m) Increasing customer ease and customer satisfaction

n) Industry rivals (Medium)

o) Many small players (snapdeal, naaptol ..)

p) Entry of international players like Amazon into India

Future Plans


a) They aim at 10 times growth and eyes at $ 1Billion sales by 2015.

b) They will look at bigger investments in their supply chain and technology.

c) Investment will be made in large warehouses and increased automation of their process, so that the
product is not delayed.

d) They intend to enter in to various new categories and expand their current categories as well.

e) Everything except for groceries and automobiles will be available on bigbasket in future.

f) To go further in the value chain, bigbasket is looking at associations with a larger number of
suppliers and partners, both nationally and internationally.
 Chapter-5

Theoretical Prospective
 Meaning of Customer Satisfaction

Customer Support function for an e-commerce website is one of the most important touch-points for the
business in terms of building trust, customer acquisition and maintaining customer loyalty. BIGBASKET‘s
Customer Support team consists of call-centre agents who handle in-bound and out-bound calls and also a
team that handles e-mail queries. The entire team is based out of Bangalore and forms a core part of
BIGBASKETt‘s 6,000-strong employee base. Given that BIGBASKET tries to differentiate itself on superior
shopping experience and customer service is an integral part of that – Flipkart prefers to train its own support
staff rather than outsourcing the function to a BPO agency. At present, a customer calls due to one of the below
reasons:

a) Sales Assistance

b) General Enquiries

c) Product/Shipping related enquiry

One of the major reasons for these calls is Indian consumers poor familiarity with online shopping protocols.
It is important to note that Big baskett tries to ensure that any order is placed within 6 clicks on the website.
There is also an outbound call-centre that performs the following tasks:

a) Pro-actively inform customers about any delay in deliveries.

b) Pro-actively check the status of refunds or returns.

c) Inform the user in case any delivery has not been successful due to the customer not being present at
his address.
Despite all the good intentions of bigbasket in providing high-quality customer service, there are several
internet blogs that suggest that their service quality has dipped in the last year or so.A major reason for this
could be the growth in number of customer service executives‘ not keeping pace with the increase in business
volume. There could also be a problem of increased complexity in query handling due to increase in number
of SKUs and product categories that would demand more rigorous training for the support staff.
Process –
• Cash on delivery

• Debit and Credit card transactions

• Delivery time

• Payzippy safe payments

Returns Processing If follows a 30 day return policy. This policy which is primarily aimed to build trust with
the consumers, has led to many customers duping Bigbasket.. Similar incidents have been observed with other
items as well. Bigbasket, through its data management systems, has tried to identify such frauds. Return of a
product to Bigbasket can happen if the 3rd party cannot deliver to the address or the customer does not accept
the product. Some orders are cancelled while the delivery is being processes by the courier company. Such
orders are not recalled but delivered to the address and then cancelled. Customers can call the customer support
and courier back the product to Bigbasket. The delivery cost is borne by Bigbasket. When a customer requests
return of a product, there are 3 paths this request can take: 1. Replacement: Bigbasket returns the product to
the supplier and obtains a replacement that is delivered to the customer. 2. Store credit: If the customer is not
satisfied with the product, he or she is given store credit of the same amount. 3. Actual cash-back: Given out
as cash for cash-on-delivery payment or refunded for online payment.

People:-

 Service people, Sales Clerks, Delivery drivers, Managers, Complaints department, Accounting,
Warranty people, Technical people, all work for the customer ease, customer satisfaction and customer
delight.

 Customer service centers for complaints and review.

 Investors

 Employees schemes
The Importance of Customer Satisfaction

Sometimes companies are misguided by the notion that customers depend on them. The truth of the matter is
that we very much so depend on them. Many researchers and academia have highlighted the importance of
customers in today’s market.

The level of satisfaction a customer has with a company has profound effects. Studies have found that the
level of customer’s satisfaction has a positive effect on profitability:

 A totally satisfied customer contributes 2.6 times as much revenue to a company as a somewhat
satisfied customer.
 A totally satisfied customer contributes 17 times as much revenue as a somewhat dissatisfied customer.
 A totally dissatisfied customer decreases revenue at a rate equal to 18 times what a totally satisfied
customer contributes to a company.

Research has shown that when a person is satisfied with a company or service they are likely to share their
experience with other people to the order of perhaps five or six people. However, dissatisfied customers are
likely to tell another ten people of their unfortunate experience.

However, merely focusing solely on customer satisfaction has its drawbacks in the marketplace as well. For
those companies that focus only on customer satisfaction run a real risk a failing to differentiate their brand
from others. In order to achieve long-term sustainability companies must seek to establish ties of loyalty with
consumers that are strong enough to ward off the advances of competitors. Creating loyalty among customers
can help the company to increase purchases of existing products, charge premium prices for appreciation of
your added-value services, and create positive word-of-mouth promotion for your company, which is the core
marketing objective for companies. Customer loyalty is much harder to obtain than satisfaction. Even though
customers are satisfied with the company there are several factors that could cause the customer to defect to
the competition, such as finding a better value or the competitor is more convenient. With that said, having
high levels of customer satisfaction does not always lead to customer loyalty. However, a company cannot
achieve customer loyalty without having customer satisfaction.Thus, though customer satisfaction does not
guarantee the repurchase from a company but it does play a very important role in achieving customer loyalty.
Conducting customer satisfaction research will provideyour company with the necessary insight it needs to
make informed decisions in order to retain and increase your customer base and improve customer
relationships.
 CHAPTER-6

FINDINGS AND ANALYSIS

General Findings
Strength:

a) Top Indian ecommerce portal

b) Diversified into electronic goods
 c) Two VC investment to build its own delivery system thereby reduce delivery time
d) Cash on delivery which is making 60% of its income
e) Industry condition: very high potential
f) Investor‘s trust
g) Services and warehousing
h) Payment options
i) Established brand

Weakness:

a) Coordination with suppliers and courier was tough

b) Price biasing to maintain the margins
c) 24/7 customer care, thus even mid night is to delivered within 24 hours
d) Entry of international on-line competitors in Indian market
e) Customers are not comfortable with online payment
f) Not profitable operationally
g) Time to build confidence among the customers
h) Middle management retention issues.

Opportunities:

a) Already working towards customer delight will obtain customer loyalty gradually
b) Supplier database interface with Bigbasket website for JIT procurement
c) Mobile internet usage is increasing there by chances of increase in sales through mobile shopping.
d) Development of m-commerce in the e-market
e) Increasing internet penetration
f) Target social medias to reach young population
g) High interest among VC/PE.

Threats:

a) Small players and emerging competitor

b) In capabilities to manage certain costs like delivery cost, bank charges
c) High competition from major international online retailers
 d) Capture of alternative market by competitors
e) Major players like Reliance

Findings Based On Questionnaire

Q1. Do you use bigbasket.com?

□ Yes □ No

TABLE - 1
Response No. of Respondent Percentage

Yes 50 50%

No 50 50%

Total 100 100%

CHART - 1

users

yes no

Interpretation: According to the response obtained, most of the respondents ie.50% use Bigbasket and 50%do
not use Bigbasket.
Q2. Main consideration while shopping on bigbasket.com are?
□ Price □ Brand
□ Quality □ Promotion activity

TABLE-2
Reason for purchase No. of respondents Percentage

Price 19 19%
Brand 22 22%
Quality 44 44%
Promotion activity 15 15%
Total 100 100%

CHART-2

Consideration while shopping on

bigbasket.com
Price = 19%

Brand = 22%

Quality = 44%

Promotion activity = 15%

Interpretation: According to the response obtained, most of the respondents (44%) preferred
bigbasket.com because of its quality, followed by 22% respondents who purchased it due to the Brand
Name, another 19% have preferred due the attractive price and Rest 15% respondents were attracted
towards bigbasket.com due to the Advertisement.

Q3. Are you satisfied with the services of bigbasket.com?

□ Yes
□ No

TABLE – 3

Response No. of Respondent Percentage

Yes 82 82%

No 18 18%

Total 100 100%

CHART - 3

customer satisfaction

Yes = 82%
No = 18%

Interpretation:According to the response obtained, most of the respondents (82%) were satisfied with the
services of bigbasket.com and the rest 18% respondents are not satisfied with its services..
Q4.Compared to other online shopping platforms that is available would you say that bigbasket.com is:
□ much better □ much worse
□somewhat better □ don’t know

TABLE – 4
Scaling Much Much Somewhat Don’t
better worse better know

Frequency 50 34 11 5

Percentage 50% 34% 11% 5%

CHART-4

Comparison of bigbasket.com with

other online shopping platforms

Much better = 50%

Much worse = 34%
Somewhat better = 11%
Don't know = 5%

Interpretation:According to the response obtained, most of the respondents (50%) think that
bigbasket.com is a much better platform compared to others in terms of its services and price. (34%) of them
think that is much worse than others while (11%) think that is somewhat better and the remaining (5%) had
no opinion.
Q5.Based on your experience with product, how likely will you buy bigbasket.com?
□ Very Unlikely □ Unlikely
□ Extremely Likely □ Very Likely

TABLE – 5
Scaling Very Unlikely Extremely Very
Unlikely Likely Likely

Frequency 7 14 55 24

Percentage 7% 14% 55% 24%

CHART-5

Conditions for purchasing on

bigbasket.com

Very Unlikely = 7%
Unlikely = 14%
Extremely Likely = 55%
Very Likely = 24%

Interpretation: According to the response obtained, most of the respondents (55%) will extremely likely
buy on bigbasket.com because it is more affordable than others followed by 24% respondents who will very
likely buy the product while other 14% respondents will unlikely buy the product and the remaining 7% will
very unlikely buy the product.
Q6.Would you like to recommend shopping on bigbaskett.com to others?
□ definitely will recommend □ probably will not recommend
□ probably will recommend □ definitely will not recommend

TABLE – 6

Scaling definitely probably probably definitely

will will not will will not
recommend recommend recommend recommend

Frequency 59 18 16 7

Percentage 59% 18% 16% 7%

CHART-6

Recommendations of bigbasket to
others
Definitely will recommend
= 59%
Probably will not
recommend = 18%
Probably will recommend
= 16%
Definitely will not
recommend = 7%

Interpretation: According to the response obtained, most of the respondents (59%) will definitely
recommend bigbasket.com in terms of its affordable price, quality and its advertising followed by 18%
respondents will probably not recommend the product, another 16% will probably recommend the product
and the remaining 7% will definitely not recommend the product.
Q7.Are you satisfied with the quality that bigbasket.com serves?
□ Satisfied □ Very Satisfied
□ Dissatisfied □ Very Dissatisfied
□ Neutral

TABLE – 7

Scaling Satisfied Very Dissatisfied Very

Satisfied Dissatisfied

Frequency 45 25 15 5

Percentage 45% 25% 15% 5%

CHART-7

Chart Title
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
satisfied very satisfied Dissatisfied Very Dissatisfied

Series 1 Series 2 Series 3

Interpretation: According to the response obtained, most of the respondents (44%) were satisfied with the
quality that bigbasket.com offered in terms of its speed and maintenance followed by 28% respondents who
were very satisfied with their products, while other 13% respondents were dissatisfied with the products,
another 10% were very dissatisfied with the products and the rest 5% respondents were neutral.
Q8.Do you find prices at bigbasket.com reasonable?

□ Yes □ No

□ Can’t Say

TABLE – 8

Scaling Yes No Can’t Say

Frequency 55 34 11

Percentage 55% 34% 11%

CHART-8

60%
50%
40%
30%
Column1
20%
10%
0%
Yes = 55% No = 34% Can't say =
11%

Interpretation: According to the response obtained, most of the respondents (55%) found the price at
bigbasket.com reasonable while other 34% respondents do not find it reasonable and the rest 11% respondents
had no response about the price of the products.
Q9.Do you find the Advertisement of bigbasket.com attractive & knowledgeable?
□ Yes □ No
□ can’t say

TABLE – 9
Scaling Very Attractive Not Attractive Can’t
Say

Frequency 75 20 5

Percentage 75% 20% 5%

CHART-9

80%
70%
60%
50%
40%
30% Column1

20%
10%
0%
Very Attractive = Not Attractive = Can't Say = 5%
75% 20%

Interpretation :According to the response obtained, most of the respondents (75%) found the advertisement
of bigbasket.com attractive and knowledgeable while other 20% respondents do not find it attractive and
knowledgeable and the remaining 5% respondents had no response about the advertisement.
Q10. Are you satisfied with the Marketing Strategy of bigbasket.com?

□ Satisfied □ Very Satisfied

□ Dissatisfied □ Very Dissatisfied
□ Neutral

TABLE – 10

Scaling Satisfied Very Dissatisfied Very Neutral

Satisfied Dissatisfied

Frequency 52 20 13 10 5

Percentage 52% 20% 13% 10% 5%

CHART-10

Satisfaction level for Marketing

strategy of bigbasket
Satisfied = 52%
Very Satisfied = 20%
Dissatisfied = 13%
Very Dissatisfied = 10%
Neutral = 5%

Interpretation: According to the response obtained, most of the respondents (52%) were satisfied with the
overall marketing strategy of bigbaskett.com because of its price, quality and services followed by 20%
respondents were very satisfied while other 13% were dissatisfied , another 10% respondents were very
dissatisfied and the rest 5% were neutral.
 CHAPTER-7

CONCLUSION AND RECOMMENDATIONS

 CONCLUSION

A credible rival can do wonders to an enterprise and bigbasket is no different. The entry of reliancen in India
has enabled bigbasket develop a lot of in-house innovation and organically developed best-practices - that
have now become the industry standard. bigbasket began operations on the consignment model; goods were
procured from suppliers on demand, based on the orders received through the website. The company had its
own warehouses, and maintained its own inventory. However bigbasket launched its model of marketplace
just one month after reliance launched its marketplace in India. It introduced payments brand PayZippy for
online merchants and customers seeking fast, hassle-free and safe payment options. Some 70 per cent of its
shipments are done by its own logistics company and about half of deliveries are on a cash-on-delivery basis.
Bigbasket has recently introduced the next day guarantee delivery service and shopping from its own mobile
application. Given the critical mass of transactions bigbasket controls - about 100,000 a day - the company is
betting that it has the volumes to lay the foundation of what will be a profitable business. Last but not the least;
bigbasket has very clearly prioritized customer delight as its chief avenue for customer acquisition and
retention. This causes them to build a lot of slack into their existing systems causing higher costs at several
points in the supply chain. How they address this challenge is what will determine their future success.
 Suggestions

Bigbaskett has successfully placed itself into the prospects mind making it the India‘s largest online store
with huge range of products. But bigbasket still needs to work harder to enhace its services all over the
world. With the entry of reliance.com amd big bazar it will be a huge competitive market for bigbasket and
hence will have to position itself better, as we still see that huge percentage of females are still unaware of
bigbasket. Those female who purchase, has a very less frequency which has remained unchanged. Therefore
they need to get aggressive at providing better services which can be fulfilled by reducing the delivery time,
selling second hand products which will increase consumers‘ affordability much more and enhance
penetration into the market. They can even have their retail stores which can give an access to consumers to
feel and analyze the products, which will help them win the consumers faith. Price will still be a factor as
bigbazr being a huge company will use its economies of scale to remove their competitors from the market;
therefore they need to be more competitive on that aspect. Be very focused on consumers and build amazing
experiences for the customers.
ANNEXURE

BIBLIOGRAPHY
BOOKS- Marketing Research C.R Kothari

MAGZINE- Business World

WWW.GOOGLE.COM

WWW.BIGBASKET.COM

SAMPLE QUESTIONNAIRE

Q1. Do you use Bigbasket?

 □ Yes □ No

Q2. Main consideration while shopping on Bigbasket are?

□ Price □ Promotion activity
□ Quality

Q3. Are you satisfied with the services of Bigbasket?

□ Yes
□ No

Q4.Compared to other online shopping platforms that is available would you say that Bigbasket is:
□ much better □ much worse
□somewhat better □ don’t know

Q5.Based on your experience with product, how likely will you buy Bigbasket?
□ Very Unlikely □ Unlikely
□ Extremely Likely □ Very Likely

Q6.Would you like to recommend shopping on Bigbasket to others?

□ definitely will recommend □ probably will not recommend
□ probably will recommend □ definitely will not recommend

Q7.Please rank the services of bigbasket.com on the following scale?

□ Outstanding □ Satisfactory
□ Somewhat Satisfactory □ Not Sure
\Q8.Are you satisfied with the quality Bigbasket serves?
□ Satisfied □ Very Satisfied
□ Dissatisfied □ Very Dissatisfied
□ Neutral

Q9.Do you find prices Bigbasket reasonable?

□ Yes □ No

□ Can’t Say

\
Q10.Do you find the Advertisement of Bigbasket attractive & knowledgeable?
□ Yes □ No
□ can’t say

Q11. Are you satisfied with the Marketing Strategy of Bigbasket?

□ Satisfied □ Very Satisfied

□ Dissatisfied □ Very Dissatisfied
□ Neutral