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

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

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
Introduction
1-About big bazaar 2-Vision, mission 3-Sourses of data 4-Industry profile 5-Swot analysis 6-Award and recognition 7-Oganization structure 8-Pestel analysis 9-CRM in marketing (big bazaar) 10-What exactly in CRM 11-History of CRM 12-Advanteg of CRM for big bazaar 13-Challenge for big bazaar in CRM in implementation
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page no s

5 7 8 9 10 11 12 12 13 14 15 16 17

14-Process of CRM 15-financial activities 16-conclusion

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PROJECT ACTIVITY
1. Introduction 2. Research objective 3. Research methodology 4. Analysis and Interpretation 5. Findings 6. Recommendations 7. Limitations

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I. II.

CONCLUSION 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. Big bazaars main aim is give customer service how to he Will get service. Big Bazaar made for every people like poor,
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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 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.
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ABOUT BIG BAZAAR

About Big Bazar Outlets Hypermarket chain of departmental store 140 outlets in India located in more than 75 cities.

Parent Group

Founder Founded Head Quarter Industry FUTURE GROUP S VISION

Pantaloon Retail India Ltd.(PRDL) , a subsidiary of Future Group Kishore Biyani 2001 Mumbai Retail

 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

Future Group s Mission

 Share the vision and belief that our customer and stake Holder shall be served only by creating and executing by Future scenar in the consumption space leading to econo
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Mics 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.

INDUSTRY PROFILE

Retail is Indias largest industry, accounting for over 10 percent of the countrys GDP and around 8 percent of the employment. Retail indust ry 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 in the services sector are going to be the key growth drivers of the organized retail sector in India.

SWOT ANALYSIS
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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 customers taste and preferences.  can expand the business in small in smaller eities as there is a
lot of opportunity.

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

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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 retailerof the year award at the world retailer congress in BARCELONA.

ORGANISATIONAL STRUCTURE

Store Manager

Assistant Store Manager

HR Manager Dept. manager 11 CSD

Visual Merchandising

Administration

Info

Sales Manager

Marketing

Maintenance

Team Member

Asst. D M House Keeping

Security

Cashier

PESTEL ANALYSIS P0LITICAL

 Government policies  Political stability  Tax policies

ECONOMICS

 Inflation rate  Stages of business life cycle

SOCIAL

 Customer segmentation  Social responsiability

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TECHONOLOGY

 Adaptation to new technology  Facilities provide

ENVIRONMENT

 Location  Internal environment

LEGAL

 Labor laws  Safety regulation  Cosumer 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.

WHAT EXATLY IN CRM The thing you find when looking into the world of customer Relationship management is the number of differentdefinition
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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

 Provide better customer service  Increase customer revenus  Discover new customers
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 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.

 Inaccurate and slow quoting organization may be enable

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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. Future Group is looking at adding 18 million sq ft of retail space across various formats by 2013-14 and is looking at
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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 products in various segments like apparels and accessories, electronics, toys and games and home and kitchen appliances.
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Big Bazaar had reported a turnover of Rs 3,600 crore in 200809. 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? a) In person b) By telephone
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c) Internet d) Other 3. Sufficient information was available on the internet to solve my problem. a) b) c) d) e) Strongly agree Agree Neutral Disagree Strongly disagree

4. About how long did you have to wait before speaking to a representative? a) b) c) d) I was taken care of immediately Within 5 minutes 5-10 minutes More than 10 minutes

5. Did our representative (Select all that apply) a) b) c) d) Quickly identify the problem Appear knowledgeable and compent Help you understand the cause and the solution to the problem Handle issues with courtesy and professionalism

6. How many times did you have to contact customer service before the problem was corrected? a) b) c) d) Once Twice Thrice More than 3 times

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

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b) c) d) e)

Very well Cant say Bad Very bad

8. Are you comfortable with the policies of the Big Bazaar? a) Yes b) No 9. Are you satisfied with the billing system at Big bazaar? a) Yes b) No c) okay If no, give reasons a. b. c. 10. Are you satisfied with alterations made at Big Bazaar? a) Yes b) No c) Okay If no, give reasons a.. b.. c.. 11. Are you keen about the offers given on special occasions at Big Bazaar? a) Yes b) No 12. Are you satisfied with the way gift wrapings are done at Baggage Counter? a) Yes
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b) No If no, give reasons a. b. c. 13. How do the security guards behave with the customers? a) Politely b) Impolitely 14. Are you satisfied with the way paging is done at CSD? a) Yes b) No If no, give suggestions a.. b.. c.. 15. Overall, how satisfied are you with the customer service experience? a) b) c) d) e) Very satisfied Some what satisfied Neutral Some what dissatisfied Very dissatisfied

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