8/4/2019 CRM Assignment 2
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TESCO RETAIL STORES
BY:
Aabhas Vashisht Kunal SahaRishi Raj More Vidhi Jalavadia
Surya Prakash Sharma Kumud Ranjan
MARKETING B
8/4/2019 CRM Assignment 2
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CUSTOMER SERVICE EFFORT
� PRIOR TO LOYALTY CARDS
� Min Price Max Service
±Self Service Store
± Trading Stamp
± RPM Lobby
± Cheap price Model Superstore
± First Class Service
± One In Front
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8/4/2019 CRM Assignment 2
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CUSTOMER SEGMENT MODELS BASE
� Affordability Options available for ± Brand Conscious Customers
± Price Conscious Customers
�Value ± Maximum Service for both high involvement as well as
low involvement products
± Attaining Customer Delight
�
Time Saving ± Convenience Store for time conscious, low volume
shopping
± Departmental store for high volume shopping
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MARKETING STRATEGY
BENEFIT DERIVED
� Developing an appropriate marketing mix Customer Delight Store Loyalty
� Segmenting the customers in multiple layers
(Every customer Target Customer)� Personalized catalogue and communication for
each segment Influencing purchase decision,buying behavior of the user (not the shopper)
�
Individual marketing
Assurance of high servicequality, retaining customers
� Benefit positioning Competitive edge
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OPERATIONAL
� Floor Space Comfortable shopping More
Variety
�
Extra Counter Faster checkout� Inventory Management Always available
� Employee Training Know your Store
�Store Layout Based on Customer feedback
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STRATEGIC
� Online presence ± Reduction on floor space and lease cost
± Reduction on frontend staff
± Innovative and market defining strategy
� Employee Training and Development ± Customer is king
± Know your store
± Efficient grievance redressal system
� Lean Systems ± Tie-ups with suppliers
± 99% availability continuous stock replenishment policy
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GLOBALIZATION & MULTI RETAILING
� MULTI RETAILING ± Need of Competition.
± Less time with customer, seeks all goods at one place.
±
Vital for foot falls and loyal customer� GLOBALIZATION
± Rising / Saturated domestic competition.
± Demand for better quality products and servicesabroad.
± Higher profit margins and sales.
± Rising economies, per capita disposable incomearound the globe.
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GLOBALIZATION & MULTI RETAILING
� STRATEGIES PROPOSED FOR GLOBAL
MARKETS
± Proper access to local market and resources.
± Adaptability towards regional culture and norms.
± Proper care to administrative and inventory
issues.
± Clubcards on global arena Accepted all over.