A REPORT

“CONSUMER RELATIONSHIP MANAGEMENT BIG BAZAAR”

AT FUTURE VALUE RETAIL LTD – BIG BAZAAR

BY

SATYABRATA JOSHI

RGBS/010/012/031

RATAN GLOBAL BUSINESS SCHOOL

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A REPORT

ON

CONSUMER RELATIONSHIP MANAGEMENT

AT BIG BAZAAR

FUTURE VALUE RETAIL LTD – BIG BAZAAR

A Report is submitted in Partial fulfillment of the requirements of PGDM program

Submitted By

SATYABRATA JOSHI RGBS/010/012/031

RATAN GLOBAL BUSINESS SCHOOL

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DECLARARATION

I(SATYABRATA JOSHI)declare that the project report is entitled

“PROJECT ON THE STUDY OF CUSTOMER RELATIONSHIP

MANAGEMENTT AT BIG BAZAAR”

POST GRADUATE PROGRAMME IN RATAN GLOBAL BUSINESS SCHOOL,

I further declare that this is an original piece of work, and has not been submitted in whole of report to any other organization.

ACKNOWLEDGMENTS

I wish to pledge and reward my deep sense of gratitude for all those who have made this project come alive .I am gratefully indebted to my Internal faculty guide Prof. B.Ratan Reddy at RATAN GLOBAL BUSINESS SCHOOL, for encouraging me and for his constant support throughout the course of the project and helping me complete it successfully.

A special note of gratitude goes to my external guide Mr KULKARANI for providing me an opportunity to work in this corporate exposure and for his support and guidance in this endeavor.

I would like to express my heart-felt gratitude to thank Mr.Nageshwar rao hr manager for his valuable suggestions and moral support throughout the course of my project.,

I wish to thank Mr. Anil jagga store manager at big bazaar(ABIDS) for all that he has done, to help me work on my project. I finally thank my family and friends for their constant support and guidance.

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Student name SATYABRATA JOSHI

INDEX

contents page no s

Introduction

1-About big bazaar 5

2-Vision, mission 7

3-Sourses of data 8

4-Industry profile 9

5-Swot analysis 10

6-Award and recognition 11

7-Oganization structure 12

8-Pestel analysis 12

9-CRM in marketing (big bazaar) 13

10-What exactly in CRM 14

11-History of CRM 15

12-Advanteg of CRM for big bazaar 16

13-Challenge for big bazaar in CRM in implementation 17

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14-Process of CRM 18

15-financial activities 19

16-conclusion 20

PROJECT ACTIVITY 13

1. Introduction 14

2. Research objective 15

3. Research methodology 16

4. Analysis and Interpretation 18

5. Findings 18

6. Recommendations 19 7. Limitations 19

I. CONCLUSION

II. BIBILOGRAPHY

INTRODUCTION

Big bazaar is a future group company; in India first it was started in Mumbai in the year 1987 and the main branch.

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Big bazaars main aim is give customer service how to he

Will get service. Big Bazaar made for every people like poor,

rich and middle.

Future group, led its founder & group CEO MR KISHOR

BIYANI is one of India leading business house with multiple business spanning across the consumption space, while retail

Firm the core business activity of future group, group subsidiary Present in consumer finance, capital, insurance, brand developent & entertainment.

BIG BAZAAR- “ Is se sasta our achha kanhi nanhi”

Big bazaar is the company‘s faray into the world of hypermarket Discount store, the first of its kind in india,price and wide arry of products are up’s in big bazaar .close to two lakh product available

Under one roof at price by 2 to 60 percent over the corresponding

Market price. The high quality of service,good ambience,implicit

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Guaranties and continuous discount programmes have help in changing the face of the Indian retailing industry leading broking

House compared the rush at big bazaar to that of a local suburban train.

ABOUT BIG BAZAAR

About Big Bazar Hypermarket chain of departmental store

Outlets 140 outlets in India located in more than 75 cities.

Parent Group Pantaloon Retail India Ltd.(PRDL) , a subsidiary of Future Group

Founder Kishore BiyaniFounded 2001Head Quarter MumbaiIndustry Retail

FUTURE GROUP’S VISION

To deliver everything ,everywhere, every time , to every Indian customer in the most profitable manner.

One of the core values at Future group is Indianness and its corporate credo is “REWRITE RULES RETAIN VALUES”

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Future Group’s Mission

Share the vision and belief that our customer and stakeHolder shall be served only by creating and executing byFuture scenar in the consumption space leading to econoMics development.

Trendsetters in envolving delivery format ,creating realty,making consumption affordable for all customer segments for classes and masses.

Infuse Indian brand with confidence and renewed ambition

Efficienty and cost-conscious and committed to equality

SOURCES OF DATA

Primary data Secondary data

Primary Data The data collected for the first time through observation and interview method. The data is collected by observing the working of various departments and also by interviewing the managers of all the departments. It is also obtained by the help of staff members.Secondary Data The data is collected by secondary sources also. The data is collected through company manual, product brochuer, company website and annual report.

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INDUSTRY PROFILE

Retail is India’s largest industry, accounting for over 10 percent of the country’s GDP and around 8 percent of the employment. Retail industry in the India is at the crossroads.It has emerged as one of the most dynamic and fast paced industries with several players entering the market. But because of the heavy initial investments required, break even is difficult to achieve and many of these players have not tasted success so far.However the future is promising; the market is growing, government policies are becoming more favorable and emerging tech nologies are facilitating operations.

Retailing in India is gradually inching its way toward becoming the next boom industry. The whole concept of shopping has altered in terms of format and cosumer buying behavior, ushering in a revolution in shopping in India. Modern retail has entered India as seen in sprawling shopping centers, multi-storeyed malls and huge complexes offer shop ing, entertainment and food all under one roof. The Indian retailing sector is at an inflexion point where the growth of organized retailing and growth in the consumption by the Indian population is going to take a higher growth trajectory. The Indian population is witnessing a signi ficant change in its demographics.A large young working population with average age of 24 years,nuclear families in urban areas,along with increasing working-women population and emerging opportunities

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in the services sector are going to be the key growth drivers of the organized retail sector in India.

SWOT ANALYSIS

STRENGTH

Through understanding of needs of indian consumers, Vast range of product under one roof, Leverage of early entry into the retail industry, State of art infrastructure of big bazaar out lets, Economics of scale,

WEEKNESS

High cost of operation due to large fixed cost, Falling revenue per square feet, Very thin margin of profit High attrition rate of employecs, Customer retention is less,

OPPERTUNITIES

lot of potential in the rural market,can enter into production of various products due to its in

depth understanding of customer’s taste and preferences.can expand the business in small in smaller eities as there is a

lotof opportunity.

THREATS

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High business risk involves, Lot of competitor coming up to tap the market potential, Margin of business reducing all the time.

AWARD & RECOGNITION

In 2007 won the international retailer of the year at US based national retailer federation convention in NEW YORK.

In the year it also won “emerging retailer”of the year award at the world retailer congress in BARCELONA.

ORGANISATIONAL STRUCTURE

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Store Manager

Assistant Store Manager

PESTEL ANALYSIS

P0LITICAL

Government policiesPolitical stabilityTax policies

ECONOMICS

Inflation rateStages of business life cycle

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Dept. manager

HR Manager Visual Merchandising Administration Info Sales

Manager

CSD

Asst. D M

Team Leader

Team Member

Maintenance

House Keeping

Asst. D M

Marketing

Security Cashier

SOCIAL

Customer segmentationSocial responsiability

TECHONOLOGY

Adaptation to new technologyFacilities provide

ENVIRONMENT

Location Internal environment

LEGAL

Labor laws Safety regulationCosumer laws

CRM IN MARKETING (BIG BAZAR)

Customer relationship activities has 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 in financial services.

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WHAT EXATLY IN CRM

The thing you find when looking into the world of customer

Relationship management is the number of differentdefinition

In use today, “CRM is the business stategy that aims tounderst

stand , anticipate ,management and personalize the needs ofa

Organization’s current and potential customers”

HISTORY OF CRM

From the enterprise resources planning of ERP (the

business

Strategy that promised to automate the office)’The term was

First coined in the mid 1990s,CRM is those days reffered to

the software used to help business manage their customer

relation

Ship, from sales force automation software management to

integrated knowledge managment solution , these were the

Early foundation of crm.

ADVANTAGES OF CRM FOR BIG BAZAAR

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Provide better customer service

Increase customer revenus

Discover new customers

Cross sell/up sell products more effctivity

Help sales staff close deal faster

Make call centers more efficient

Simplify marketing and sales process.

CHALLENGES FOR BIG BAZAAR IN CRM IMPLEMENTATION

Difficulty in acquiring new customers can be a result of any

one , or combination of the following problem –

Lack of product knowledge with in their sales force.

Difficulty and delay in updating pricing and product

information.

Problem can arise when product where sold that did not

Fit company’s profitability strategy such as selling a

Customer one product when another and profitability

for you.

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Inaccurate and slow quoting organization may be enable

to accurately estimate and quickly deliver successful

proposals, often to missed opportunities .bad profit

margine and upset prospect.

PROCESS OF CRM

Customer relationship ship 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 currents, as well as gain new customer.

FINANCIAL ACTIVITIES

New Delhi: Future Group chief Kishore Biyani is looking to hive off hypermarket chain Big Bazaar and list it to unlock value as part of ambitious restructuring and growth plans to become a Rs 25,000-crore group in four years.

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Future Group is looking at adding 18 million sq ft of retail space across various formats by 2013-14 and is looking at various options to raise money for expansion -- listing of the value retail chain Big Bazaar being one of them.

"There are opportunities which we are looking at, including whether one should knock-off Big Bazaar into a separate company and probably look at listing or a follow up offer on that," Future Group Chief Executive Officer Kishore biyani said.

"There are possibilities (on hiving off Big Bazaar) but nothing is on the cards at this moment. It depends on the fund raising exercise," he added.

The possibility of hiving-off Big Bazaar assumes importance at a time when Future Group aiming to become a Rs 25,000 conglomerate in 3-4 years, with a total retail space of 30 million square feet.

The group has currently a turnover of Rs 10,000 corer and Biyani had earlier this week said it is looking to grow by two and half times.

Future Group has currently two listed entities - its flagship retail company Pantaloon Retail India and its financial arm Future Capital Holding.

There are 116 Big Bazaar hypermarkets across the country with a total retail area of over four million There are 116 Big Bazaar hypermarkets across the country with a total retail area of over four million sq.ft. The chain markets over 1.6 lakh

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products in various segments like apparels and accessories, electronics, toys and games and home and kitchen appliances.

Big Bazaar had reported a turnover of Rs 3,600 crore in 2008-09. Future Group had said last year that it was looking to expand the chain to 300 supermarkets by 2010-11 with a target for achieving a turnover of Rs 13,000 crore.

The group is in the process of selling non-core assets, besides going ahead with the IPO of its venture capital arm, Future Ventures, for raising funds

. CONCLUSION

“CUSTOMER SERVICES IS A CRITICAL FACTOR FOR REEPING

YOU CLIENTS COMING BACK AND ENSURING THEY’LL REFER

YOU TO OTHERS

Questionnaire on Customer Service Satisfaction:

1. Name:

(if you please)…………………………………………..Contact No:…………………. Email Id:………………………………………………..

2. In your most recent customer service experience, how did you contact the Representative?

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a) In personb) By telephonec) Internetd) Other

3. Sufficient information was available on the internet to solve my problem.

a) Strongly agreeb) Agreec) Neutrald) Disagreee) Strongly disagree

4. About how long did you have to wait before speaking to a representative?

a) I was taken care of immediatelyb) Within 5 minutesc) 5-10 minutesd) More than 10 minutes

5. Did our representative …(Select all that apply)

a) Quickly identify the problemb) Appear knowledgeable and compentc) Help you understand the cause and the solution to the problemd) Handle issues with courtesy and professionalism

6. How many times did you have to contact customer service before the problem was corrected?

a) Onceb) Twicec) Thriced) More than 3 times

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7. To what extent were your complaints resolved at Big Bazaar?

a) Wellb) Very wellc) Can’t sayd) Bade) Very bad

8. Are you comfortable with the policies of the Big Bazaar?

a) Yesb) No

9. Are you satisfied with the billing system at Big bazaar?

a) Yesb) Noc) okay

If no, give reasons… a.…………………………………… b.…………………………………… c.……………………………………

10. Are you satisfied with alterations made at Big Bazaar?

a) Yes b) Noc) Okay

If no, give reasons… a.…………………………………. b.…………………………………. c.………………………………….

11. Are you keen about the offers given on special occasions at Big Bazaar?

a) Yesb) No

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12. Are you satisfied with the way gift wrapings are done at Baggage Counter?

a) Yesb) No

If no, give reasons… a.……………………………… b.……………………………… c.………………………………

13. How do the security guards behave with the customers?

a) Politelyb) Impolitely

14. Are you satisfied with the way paging is done at CSD?

a) Yesb) No

If no, give suggestions… a.…………………………………. b.…………………………………. c.………………………………….

15. Overall, how satisfied are you with the customer service experience?

a) Very satisfiedb) Some what satisfiedc) Neutrald) Some what dissatisfiede) Very dissatisfied

16. If you were less than totally satisfied, what could have been done to serve youBetter?

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a.…………………………………b.…………………………………c.…………………………………

Thank you for your feedback. We sincerely appreciate your honest opinion and will take your input into consideration while providing products and services in the future.

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