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BIG BAZAAR
Presented by :
Deepesh BelwalRicha Sharma
Satyabrata Rath
Siddhartha Basu
Umang Dubey
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STRUCTURE OF BIG BAZAAR
Store manager
HRDepartment
manager
Food itemsGeneral
merchandiseWarehouse
Non fooditems(Personaland home care)
CashingCustomer
Service desk
Marketingdivision
Finance andaccounting
Facilities andAdministration
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SERVICE BLUE PRINT FOR BIG BAZAAR
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SEGMENTATION:
Big Bazaar targets higher and upper middle
class customers.
The large and growing young working
population is a preferred customer segment.
Big Bazaar specifically targets working women
and home makers who are the primary decision
makers.
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TARGET SEGMENT:
the Big Bazaar targets itself directly at theaverage Indian's love of following the crowdand scrambling for a good discount.
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POSITIONING
With a slogan of "Is se sasta aur accha kahinnahi!"("Nowhere cheaper or better thanthis!"), they try them self to position as one
stop shop for every thing.
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Positioning
10
Organizational &
Customer Value Matrix
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FOOD BAZAAR CUSTOMER BASE
Consumers always look for extra benefits(Perceived or actual) for the purchase they make and this concept is utilized by the Food Bazaar
Value Chain Retail format to achieve higher sales .
One timePurchaser(Devil
Customer)
Looking for extra benefit: usually seen during sale.Wants value for every rupee invested : Points out nitty-gritty issuesDifficult to satisfy with the offers
Doesnt require personal assistance
Repeat purchase
Occasionally shops and interested more in the offers and discountShops less argues more :Voices dissatisfaction openly but still comes back for more offers. Difficult to handle but can be converted into loyal customers.
Time Consuming
Loyal Customer
Neighborhood residents Aware of the schemes and regularly visit the placeLooks out for extra benefit like loyalty cards, total purchase discount ,points out dissatisfaction in a systematic manner. Happy to Shop usually comes back for more offers and discount but want extra benefits for loyalty.Offer suggestions for improvement and correction..Resistant to change.
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THE CUSTOMER EXPECTATION PYRAMIDAccording to the paper by Chu and Pike on Customer strategy in retail chain(2002 the
most important aspect for a retail chain customer was in-store experience and staff
assistance whereas marketing and communication(promotion) had little impact on thecustomer satisfaction so accordingly we designed our feedback form to incorporate the
values customer feel most important:
Customer Overall experience
In store Experience
Music
Lighting
Temperature
Cleanliness
Facilities management
Ease of moving
Around Ease of finding a
trolley
Checkout Counter
Staff Support
Courteousness
Knowledge andefficiency
Presentation
Cashier Interaction
Cashier speed
Product
Range Prices
Quality
Availability
Communication andmarketing
Ease of finding aproduct
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IN-STORE EXPERIENCEThe organized retail format has changed the way people shop today. Not only has it provided the ease of
access and availability of product and service , the concentration is on the customers in store experience
which cannot be provided in an unorganized retail via Delightful Music, Lively display and Lighting,
Sanitation and hygiene and Ambience.
Analysis: The results show that around 73% of the respondents are highly satisfied with the overall store
experience and consider lighting of the store (Visibility)to be relatively better to other parameters.
The overall customer responses shows high level of satisfaction among all the attributes measured.
0
20
40
60
80
100
120
140
160
180
music temperature lighting cleanliness
bad
ok
good
73%
13%
14%
0%
Overall In Store Experience
Highly satisfied SatisfiedDissatisfied Highly dissatisfied
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In a customer oriented business, the personal interaction between the seller and customer
plays an important role in the purchase decision thus several attributes of the staff
involved in the process is considered to influence the customer. In food bazaar, thecustomer mainly interacts with staffs at three departments:
Department Function
Product Purchase department Product Knowledge and SP personality
Cashing counter Billing time and interaction
Checkout counter(CSD and security) Query handling and delivery
0
20
40
6080
100
120
140
160
180
good
bad
Ok
We can conclude that the
customers are mostly satisfied with
the support staff and ranked the
services good with little scope of
improvement required in the area
of staff courteousness and product
knowledge area and also certain
training should be provided to the
selling staffs in order to improve
them over the cashier rating.
Staff Support
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MARKETING AND FACILITIES MANAGEMENTStore management is very important so that the overall process can take place smoothly providinga good experience to the customer. As part of the instore marketing various displays,signage(department location) and product display are put up which help the easy navigation to the
customer. Again, facilities like trolley as a the shopping cart which is facilitated by spaciousmoving area around the floor is provided.
Misutilisation of space is a crime in a retail store so proper usage of the space is essential toprovide benefit to the outlet as well as customer.
So, the feedback provided would help us find solution to optimally utilize the floor space andprovide more convenience for browsing the store for a satisfactory shopping experience.
Majority of respondents
are happy about the
product display and floor
movement area
The facility of trolley isalso very efficient
Some issues in navigation
for some customer maybe
due to peak hour shopping0
20
40
60
80
100
120
Ease of moving
around in the store -
Navigation
Ease of finding a
product - Product
Displays
Ease of finding a
trolley/basket
okbad
good
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THE PRODUCT The most important factor which attracts the customer is the product
portfolio provided by the store. The customer are attracted to a storebecause of the one stop shopping solution which Food bazaar providesthrough its various food and non food categories.
In spite of the easy accessibility it is very essential to provide anuncompromising product with the following feature: Large Portfolio
Quality and Standard maintained
Availability of the Product in the catalogue
Value for money
0
20
40
60
80
100
120
140
Range Prices Quality Availability
PERCEIVED PRODUCT VALUE
ok
bad
good
As seen the customer are
satisfied by the overall featureand benefit provided by the
product but certain
inefficiency has been
observed on the following
points:
Quality of product notmaintained
Prices perceived to be
inflated
Low replacement rate
causing unavailability of Fast
Moving product.
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CUSTOMER REASONS OF DEFLECTION
As already mentioned the switching cost of customer in a retail outlet is very lessand it is important to minimize the instances which can possibly lead to deflectionof customer. It is unavoidable that certain situations arise where the customers arelikely to be irritated but it is important to mitigate those inefficiencies and develop aflawless system of operation.
As observed in food bazaar a lot of customer query and cases of issuance of creditnote and cash refund(special cases) has been confronted which needs to be handledat the points it arises so that the customers are prompted to come back later happily.
19%
19%
4%8%
18%
14%
18%
Department wise classification of
issue
chefzone chill station farm fresh GM
home care personal care staples
10% 6%
2%
12%
1%69%
Customer Issue
barcode issue Billing error
damage and defective discount not given
dislike customer change of mind
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7PS OF SERVICE MARKETING MIX
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PRODUCT MIX
APPARELS Formal wear
Casual wear
Night wear
T-shirt
Jeans
Sarees
Dress
materials
Ethnic wears
Party wear
FOOD
Ready to eat
Ready to cook
Spices Staples
International
foods
Tea & Cofee
HOME
&
PERSONAL
CARE
Shampoo
Detergent
Soap Liquid Wash
Creams
Deodorants
Home Cleaners
Utensils
Crockery
CHILL
STATIO
NS
Soft drink
Packaged juice
Milk Items
Frozen foods
Ice creams
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PRODUCT MIX (CONTD..)
ELEC
TRONICS
BAZAAR
Television
sets
Washing
Machines
Refrigerator
Personal
Care
mBazaar
Microwaves
Small
Appliances
Laptops
Computer
Accessories
Kitchen
Appliances
FASH
ION
&
JEW
ELLERY
Footwear
Bazaar Beauty
Care Navara
StarParivar Meena
Bindre
FURNITURE
BAZAAR
LivingRoom
Bed Room Kitchen Dinning
Rooms
KidsRoom Paintings Decorative
Items
OTHERSSERVICES
Mr. right Bakery Loot Mart Tulsi Future
Money Future
Generali
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PRICE
PRICING OBJECTIVE: Maximum Market Share Value Pricing (EDLP - Every Day Low Pricing) Promotional Pricing
LOW INTEREST FINANCING PSYCHOLOGICAL DISCOUNTING SPECIAL EVENT PRICING (Festive Offers)
Differentiated Pricing TIME PRICING
Bundling
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PSYCHOLOGICALPRICINGBUNDLING
TIME PRICING22
LOW-INTERESTFINANCING
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Known Presence
Present in almost all the major Indian cities
Place
23
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Saal ke sabse saste 3 din Wednesday Sabse sasta din Future Card (3% Discount) Shakti Card (Women) Advertising (Print Ads, TV Ads, Radio, Hoardings) Brand Endorsement Exchange Offer Junk Swap Offer Point-of-Purchase Promotions
24
Promotion
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Coupon Discount, more of theproducts at normal price, gift withpurchase, competitions and prizes,money back offers and exchangeoffers, special occasions.
Below theline
Promotion
Giving advertisement in news
papers, TV, Internet, (own websitewhich gives online shoppingservices)
Partnership with Bigflix, Big FM92.7
Above theline
Promotion
Promotion (contd..)
25
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Makes for a customer-friendly atmosphere Employs close to 10,000 people and recruits nearly 500 peopleevery month Well-dressed staff Use of technology like scenario planning for decision making Staff at store to keep baggage Security guards at every gate
People
26
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Multiple counters Trolleys to carry the items purchased Proper display / posters of the placeOnline Purchasing/Order tracking
Process
27
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It deals with the final deliverable or the display of written facts.This includes the current system and available facilities.
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Physical Evidence
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STAFF SUPPORT
Department Function
Product Purchase department Product Knowledge and SP personality
Cashing counter Billing time and interaction
Checkout counter(CSD and security) Query handling and delivery
In a customer oriented business, the personal interaction betweenthe seller and customer plays an important role in the purchasedecision thus several attributes of the staff involved in the processis considered to influence the customer. In food bazaar, thecustomer mainly interacts with staffs at three department.
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Strengths Weakness
Opportunities Threats
SWOT
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Strengths One stop shop Benefit of early entry into the retail industry Cheap goods as no middleman Diversified business Better understanding of customers Provide perceived value to price sensitive customer. Standardized product
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Weaknesses Negative connotation of positioning strategy(inexpensive
perceived as cheap) Maintenance of low customer turnover is difficult(Extraneous variable) Sub standard Quality of goodsOpportunities Increased in working class(high disposable income) Paucity of time(work schedule) leading to one serviceprovider Increase in lifestyle and shift of shopping location(Neighborhood to malls
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Threats Low switching cost Heavy inflow of similar format store(inversecompetition) Supply and demand constraints Reducing Margin
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CRM INITIATIVES:
Membership cards Special discounts for regular customer Order on telephone Quick delivery Order tracking facilities online Customer care very efficiently Genuine products with warranty Free Shipping Convenient Payment Options
7 Days Delivery Guarantee Easy Returns, replacements and exchange facilities Gift vouchers.
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