ABHAY KUMAR ABHAY KUMAR A study on evaluation of Customer Relationship Management of Retail Industry- Supermarket- with Reference to “Big bazaar PRESENTATION ON Management thesis
ABHAY KUMARABHAY KUMAR
A study on evaluation of Customer Relationship Management of Retail Industry- Supermarket- with Reference to “Big bazaar
PRESENTATIONON
Management thesis
OBJECTIVES OF THE STUDY
Broad Objective: The main objective of the study is to make a planned and detailed analysis of the CRM practices at supermarkets in Hyderabad, in general and on “Big bazaar” in particular. The above broad objective can be studied as the following specific objectives:
• To understand the economic worth of a customer if he/she becomes loyal to a particular store.
• To Examine CRM strategies adopted in retail sector in India with special reference to Big Bazaar.
• To Perform a cost-benefit analysis of CRM implementation
• To suggest a system for imparting an intensive training program to the employees involved in CRM process.
C – Company U – UtilityS – Satisfaction T – TechnologyO – Options M – Monetary aspectsE – EvaluationR – Response (By Buying/Not Buying )
The abbreviation of “Customer”.
Customer relationship management (CRM) consists of the processes a company uses to track and organize its contacts with its current and prospective customers . A business strategy is designed to optimize profitability, revenue and customer satisfaction.
INTRODUCTIONINTRODUCTION
6 R’S TO CUSTOMER SERVICE6 R’S TO CUSTOMER SERVICE
1. Realize what matter most to customer.
2. Relieve customers anxiety and emotional baggage { Establish emotional connectivity}
3. Reach and touch customers hearts through proactive actions and initiatives.
4. Recommend solutions, steps and time meaningfully by proper and interesting
presentation techniques.
5. Recover
Remove
6. Restore customers’ confidence and loyalty.
Undesirable bad image
RETAIL FORMAT FOUND IN INDIARETAIL FORMAT FOUND IN INDIA Mom-and-pop storesMom-and-pop stores Department storesDepartment stores MallsMalls Specialty StoresSpecialty Stores Discount storesDiscount stores Hypermarkets/ SupermarketsHypermarkets/ Supermarkets Convenience storesConvenience stores E-tailersE-tailers
• Retailing in its initial period was witnessed at the weekly haat or gathering in a Retailing in its initial period was witnessed at the weekly haat or gathering in a market place where vendors put on display their produce (goods). Then the market market place where vendors put on display their produce (goods). Then the market saw the emergence of the local baniya & his neighborhood ‘kirana shop’ saw the emergence of the local baniya & his neighborhood ‘kirana shop’
• It is expected that by 2016 modern retail industry in India will be worth It is expected that by 2016 modern retail industry in India will be worth US$ 175- 200 billion US$ 175- 200 billion
• India retail industry is one of the fastest growing industries with revenue expected India retail industry is one of the fastest growing industries with revenue expected in 2007 to amount US$ 320 billion and is increasing at a rate of 5% yearly. in 2007 to amount US$ 320 billion and is increasing at a rate of 5% yearly.
• A further increase of 7-8% is expected in the industry of retail in India by A further increase of 7-8% is expected in the industry of retail in India by growth in consumerism in urban areas, rising incomes, and a steep rise in rural growth in consumerism in urban areas, rising incomes, and a steep rise in rural consumption consumption
• It has further been predicted that the retailing industry in India will amount to It has further been predicted that the retailing industry in India will amount to US$ 21.5 billion by 2010 from the current size of US$ 10.5 billion. US$ 21.5 billion by 2010 from the current size of US$ 10.5 billion.
•In the Indian retailing industry, food is the most dominating sector and is In the Indian retailing industry, food is the most dominating sector and is growing at a rate of 9% annually growing at a rate of 9% annually
COMPANY PROFILE
Pantaloon Retail (India) Limited is India’s leading retailer with gross sales ofRs. 2,019 crores for the financial year ending June 2006. The company operates across multiple segments including –Food, Books & Music, Fashion, Telecom & IT, Home & Electronics, General Merchandise, Leisure & Entertainment, Wellness, Health & Beauty and E-tailing and that helps the company cater to every Indian customer.Some of the leading formats include, Pantaloons (department store), Central (seamless malls), Blue Sky (fashion accessories) and all (fashion apparel for plus-size individuals), Big Bazaar (hypermarket), Food Bazaar (supermarket), Fashion Station (popular fashion), Collection i (home furnishings), E-Zone (consumer electronics), Depot (books and music) and Shoe Factory (footwear).
Company Name: Pantaloon Retail (India) Limited Key People: - Kishore Biyani, MD & Group CEOListed on: Bombay Stock Exchange Stock Code: BOM: 523574 Fiscal Year Ending: June Major Industry: Retailing and Dept. Store Chains Employees: 35,000 (June, 2008) 2008 Sales: 36,686,000,000
Partner companies
Pantaloon Industries Ltd. Home Solutions Retail (India) Ltd.Future Capital HoldingsConverge M Retail (India) Ltd. Indus League Clothing Ltd. Galaxy Entertainment Corporate Ltd.
Joint Ventures Companies
Planet Retail Holdings Ltd. Foot mart RetailGJ Future FashionsCapitaLand Retail India ETAM Future Fashions India Pvt. Ltd
Major MilestonesMajor Milestones 1987 Company incorporated as Manz Wear Private Limited. Launch of Pantaloons trouser, India’s first formal trouser brand. 1991 Launch of BARE, the Indian jeans brand.1992 Initial public offer (IPO) was made in the month of May. 1994 The Pantaloon Shoppe – exclusive menswear store in franchisee format launched across the nation. The company starts the distribution of branded garments through multi-brand retail outlets across the nation. 1995 John Miller –Formal shirt brand launched. 1997 Pantaloons – India’s family store launched in Kolkata. 2001 Big Bazaar, ‘Is se sasta aur accha kahi nahin’ - India’s first hypermarket chain launched. 2002 Food Bazaar, the supermarket chain is launched. 2004 Central – ‘Shop, Eat, Celebrate in the Heart of Our City’ - India’s first seamless mall is launched in Bangalore. 2005 Fashion Station - the popular fashion chain is launched 2006 Future Capital Holdings, the company’s financial arm launches real estate funds Kshitij and Horizon and private equity fund In division. Plans forays into insurance and consumer credit. Multiple retail formats including Collection i, Furniture Bazaar, Shoe Factory, EZone, Depot and futurebazaar.com are launched across the nation. Group enters into joint venture agreements with ETAM Group and Generali
Lines of Business
The company is present across several lines of business which have various formats (stores) operational under it. These include:Food - Food Bazaar, Chamosa, Spoon, Brew Bar, Sports Bar & Sports Bar Express, Cafe Bollywood, Fashion - Pantaloons, Central, aLL, Brand Factory, Blue Sky, Top 10, Fashion Station, Big Bazaar, Lee Cooper (JV), General Merchandise - Big Bazaar, Shoe Factory, Navras, Electronics Bazaar, Furniture Bazaar, KB'S FAIR PRICE Electronics - eZone, Home Improvement - Home Town Furniture - Collection i, Furniture Bazaar, Home Bazaar E-tailing (Online Shopping) - www.futurebazaar.com Books & Music - Depot Leisure & Entertainment - Bowling Co., F123 Wellness - Star & Sitara, Tulsi Telecom & IT - Gen M, M Bazaar, M-Port, ConvergeM
RESEARCH DESIGNRESEARCH DESIGN
Determined the Information Sources: The researcher gathered data through secondary sources.
Primary data is collected through two questionnaires. One administered to the 100 customers of Big bazaar supermarket consisting of 24 questions and another administered to the marketing manager of Big bazaar stores consisting of 12 questions.
Secondary data is collected from Books, Newspapers, Internet (web site) constitute secondary source.
DATA COLLECTION: The researcher collected information through the official websites, magazines and journals.
DEVELOPED THE RESEARCH FRAME: This included deciding upon various aspects for the project on which the entire research is
based. The research frame included. NATURE OF STUDY The project on which the research worked is descriptive and inferential in nature.
DATA SOURCE:
In this research i took the help of both primary as well as
secondary sources. Secondary sources I have taken from various
journals ,internet ,past research etc. INSTRUMENT USED
I would use Questionnaire for my research. The Questionnaire
was prepared with taking care various point relating to topic. SAMPLE SIZE
Sample size for the research is fixed. It counts to 100 DATA ANALYSIS & GRAPHICAL DATA INTERPRETATIOIN
All the data collected from primary and secondary sources would be analyzed
through following methods:-
Factor analysis
Discriminate Analysis
Correlation Data representation would be in following ways:-
Pie chart
Bar chart
Graphs
Table
LIMITATIONS OF THE STUDY:
Small sample and inability to generalize the findings.
Sample is collected only from Hyderabad respondents only & from one store only.
Findings cannot be applied to other supermarkets as the perceptions are collected only
from “Big bazaar” supermarket.
Sampling errors might have occurred
The responses of the customers may not be genuine.
There might be a difficulty in getting responses from the customers as they might be
hurry.
EMPIRICAL ANALYSIS
1. Age group
Age Group
No. of
Respondents &
percentages
15-24 60
25-34 24
35-44 12
45 and above 04
Total 100
2. Gender
Gender
No. of
Respondents &
percentages
Male 32
Female 68
Total 100
3. Qualification
Qualification
No. of
Respondents &
Percentages
Ssc 10
Intermediate 13
Graduate 26
Post Graduate
38
Professional 13
Total 100
Qualification
Qualification0%
Ssc10% Intermediate
13%
Graduate26%
Post Graduate38%
Professional13% 0%
4. Awareness
Sources
No. of
Respondents &
percentages
Yes 100
No --
Total 100
0
20
40
60
80
100
YES NO
Extent Awareness about supermarkets. (Big bazaar)
No. of Respondents
5. Users and Various Retail outlets
Supermarkets
No. of
Respondents
Big bazaar 35
Subhiksha 10
Reliance Fresh 15
Food World 03
Trinethra 11
Spencers 13
All the above 08
Any other 05
Total 100
Customers Preference
Big bazaar35%
Subhiksha 10%
Reliance Fresh15%
Food World 3%
Spencers13%
All the above8%
Any other5%
Trinethra 11%
Big bazaar
Subhiksha
Reliance Fresh
Food World
Trinethra
Spencers
All the above
Any other
6. Sources of information about supermarkets
Sources
No. of Respondents
Pamphlets 11
News papers 21
Television 27
Internet 12
All the above 29
Total 100
Sources of information about supermarkets
Pamphlets11%
News papers21%
Television27%
Internet12%
All the above29% Pamphlets
News papers
Television
Internet
All the above
7. Frequency of visit to Big bazaar supermarket
Duration
No. of
Respondents
Once a week 29
Once in a fortnight
11
Once a month 40
Visited just once
20
Total 100
Frequency of visit
Once a week29%
Once in a fortnight 11%Once a month
40%
Visited just once20% Once a week
Once in a fortnight
Once a month
Visited just once
8. Items Purchased and Not Purchased
Particulars Purchased Not Purchased
Food & Grocery 90 Clothing , 46 Furniture & Fixtures
22
Pharmacy Durables 12 Jewelers Electrically and Electronics
40
Others (please specify)
Items Purchased and Not Purchased
90
46
2212
40
0102030405060708090
100
Food
&G
roce
ry
Furn
iture
&Fi
xtur
es
Dur
able
s
Ele
ctric
ally
an
dE
lect
roni
cs
Purchased
Not Purchased
9. Criteria for choosing specific day for shopping
Days No. of Respondents
Week ends 56
Week days 44
Total 100
. Criteria for choosing specific day for shopping
Week ends56%
Week days44%
10. Preferences
Preferences No. of
Respondents
Availability of requirements
Under one roof.
25
Certainty of getting goods 14
Availability of quality goods 20
Home delivery 13
All the above 28
Total 100
Preference
0%
Availability of requirements
25%
Availability of quality goods
20%
Home delivery13%
All the above28%
Certainty of getting goods
14%
11. Quality Products
Quality No. of
Respondents
Yes 96
No 04
Total 100
Quaqlity Product
0%
Yes96%
No4%
12. Satisfaction on related to general perception about ambience
Level No. of Respondents
Highly satisfaction
26
Satisfaction 61
Un satisfaction
13
Total 100
16. Satisfaction on related to general perception about ambience
Highly satisfaction26%
Satisfaction61%
Un satisfaction13%
13. Problems
Problems faced
No. of
Respondents &
percentages
Yes 88
No 12
Total 100
Problem Faced
Yes88%
No12%
FINDINGS
I find out the strategies used by the company. As well as customer satisfaction level. I met
many customers of Pantaloon Company and ask the some questions and find out the customer
perception as well as satisfaction level.
In my serve I am find out the more than 50% customers satisfied to the pantaloon services. In
customers perception companies marketing strategy is very good and helpful to the company
and the customers.
The company’s goods & services, quality product, price, after sale services, assortment of the
product, etc. all part is suitable for the customers that’s why customers are buying the goods.
Location of the store is convenient of the customers. They are thinking for the customers it
means what are the needs of the customers, what they want, etc. As per customers wants they
are providing goods and services to the customers.
CONCLUSION
I conclude that the Pantaloon Company is the big company. And its marketing
strategy is very effective. They know very well how to attract the customers.
As per they are using the strategy many customers give preference to the
Pantaloon Company. And they also have a good brand name their promotion
strategy is good they know how to retain a customer and how to make a loyal
customer and they believe to make a loyal customer because they know one
loyal customer can make many customer.