CRM IN BIG BAZAR

WHY CRM IN RETAIL?

COMPANY PROFILE

Big Bazaar is the largest hypermarket chain

in India

Launched by Kishore Biyani in 2001 with

three stores launched in Kolkata, Bangalore
and Hyderabad

Headquarter in umbai

!urrently 1"# stores in $% cities

Known to blend the look,&eel

and touch o& Indian Ba'ars with
modern retail concepts o&
con(enience,quality
and choice

#"000 employees
3C THEORY

)ccording to Kishore Biyani*s #+!

theory, Change and Confen!e
among the population is leading
to rise in Con"#$%&ion, through
better employment and income
3C
MAR'ET (EGMENTATION

Big Ba'aar has di(ided India into three

segments,

India one
-he !onsuming class which includes upper
middle and lower middle class .1/0 o& India1s
population23

India two
-he 4er(ing class which includes people like
dri(ers, household helps, o5ce persons, li&tmen,
and washermen .%%0 o& India1s population2 and

India three
-he 4truggling class .#10 o& India1s
population23
PRO)*CT MI+
TARGET A*)IENCE
PROMOTION(

6ednesday Ba'ar

4aal ke sabse saste # din

4hakti card

78change o9er

:oint o& :urchase promotions

;unk 4wap+78change anything old &or something

new

-alktime to customers

ahabachat week

In store announcements

:arking

<i&t wrapping
PERCENTAGE OF BIG BAZAR
*(ING )IFFERENT TOOL(
TO B*IL) A RELATRION(HIP
WITH
THE C*(TIOMER(
C*(TOMER
PROFITABILITY ANALY(I(
COMPLAIN
HAN)LING
PROCE)*RE
THE I)IC MO)EL

I=7>-I?@

=I??7A7>-I)-7

I>-7A)!-

!B4-CI47
(WOT ANALY(I(
(&reng&h",
High brand equity enDoyed
) (ast (ariety o& stu9 a(ailable
under one roo&
7(eryday low prices, which
attract customers
a8imum percent o& &oot&alls
con(erted in sales
Huge in(estment capacity
Biggest (alue retail chain in
India
It o9ers a &amily shopping
e8perience, where entire &amily
can (isit together3
)(ailable &acilities such as
online booking and deli(ery o&
goods
Wea-ne"",
Bnable to meet store opening
targets on time
?alling re(enue per sq &t
<eneral perception, ELow price
F Low quality*
C(ercrowded during o9ers
Long lines at billing counters
which are time consuming
Limited only to (alue o9ering
low price products3
O%%or&#ni&.,
) lot o& scope in Indian
organi'ed retail as it stands at
appro8imately /03
Increasing mall culture in India3
ore people these days pre&er
to (isit big stores where they
can Gnd large (ariety under one
roo&
Threa&",
!ompetition &rom other (alue
retail chains such as 4hoprite,
Aeliance .?resh and trends2,
Hypercity and = mart3
Bnorgani'ed retail also appears
to be a threat to Big Ba'aar*s
business3
!hanging <o(ernment policies
International players looking to
&oray India
CRITICAL (*CCE((
FACTOR(

4ta9 commitment

Interdepartmental integration

!ustomer ser(ice

4ales automation

!ommunication o& !A
strategies to the sta9

)d(ertising
CHALLENGE(

Huality

=eli(ery on time

)&ter sale ser(ice

4hopping e8perience

>umber o& orders

Cnline shopping
-H)>K @CB
(*BMITTE) BY ,
>ANAND BOSE
>NAINA GUPTA
>PARTHASART
HY
BHATTACHARJE
E
>SARNAVA
DAS
>TANAYA
CHAKARABORT
Y