customer relationship management at big bazaar,abids-70-12

CUSTOMER RELATIONSHIP MANAGEMENT

ABSTRACT

Customer Relationship Management is a strategy for managing and nurturing a

company’s interactions with customers and sales prospects. When an implementation is

effective, people, processes, technology work in synergy to develop and strengthen

relationships, increase profitability, and reduce operational costs. Customer Relationship

Management is a most effective tool for maintaining good relationship with the

customers. It plays an effective role in attracting the new customers to the company.

The present study shows that shopping in big bazaar mostly liked by the respondents.

Consumer while shopping in big bazaar they look for the quality followed by price. Most

of the customers know about the Big bazaar from advertisement. Most of the customers

select Big bazaar for shopping because of their attractive offers.

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CONTENTS

CHAPTERS TOPIC PAGE NO

CHAPTER 1

INTRODUCTION

NEED & IMPORTANCE

OBJECTIVES

RESEARCH

METHODOLOGY

SCOPE AND PERIOD OF

STUDY

LIMITATIONS

8-18

CHAPTER 2 REVIEW OF LITERATURE 19-25

CHAPTER 3 INDUSTRY PROFILE

COMPANY PROFILE

26-50

CHAPTER 4 DATA ANALYSIS & INTERPRETATION

51-63

CHAPTER 5 FINDINGS

COCLUSION

SUGGESTIONS

64-68

CHAPTER 6 BIBILIOGRAPHY

APPENDICES

69-73

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LIST OF TABLES

S NO RESPONDENTS OPINIONS TABLES PAGE NO

1 Table showing the respondents how they know about Big Bazaar

45

2 Table showing respondents opinion regarding What products they like to purchase in our mall

46

3 Table showing respondents opinion regarding products prices in the mall.

47

4 Table showing respondents opinion regarding special offers in the mall

48

5 Table showing respondents opinion regarding associates services to customer in the mall.

49

6 Table showing respondents opinion regarding customer service department performance in the mall

50

7 Table showing the respondent opinion regarding comfort by shopping in the mall.

51

8 Table showing respondents’ opinion regarding selecting the Big Bazaar for shopping.

52

9 Table showing respondents’ opinion regarding in a month how many times they feel to visit Big bazaar.

53

10 Table showing respondents’ opinion regarding ability of the mall.

54

11 Table showing respondents’ opinion regarding suggestions giving about the mall.

55

12 Table showing the respondents opinion regarding rate the overall experience about Big bazaar.

56

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INTRODUCTION

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The term market organized from the Latin word "macaques" to trade. There are

different perspectives on which a market is explained. It may be a place, an assembly an

area an organization, an act or an assembly of commercial activities. All these converge

on accept that markets perpetuate process exchange leading to satisfaction of needs.

Markets may be viewed from economic, managerial of societal point of view.

The growth from self-sufficient stage through barter to exchange-oriented stage

witnessed creating of market at central prices. This offered a number of benefits to sellers

and buyers.

Human wants are unlimited and repetitive in nature. Business activities aim at

acquiring of wealth, converting in into desired form and making the final product

available for exchange for the satisfaction of human wants. These activities fall under

industry, commerce and trade. These three branches have on common function-the

marketing here means exchange of goods for money or money's worth.

Today there is feeling that marketing activity is concerned only with the flow of

goods from the producer to the consumer. This concept however has changed also to

include flowing of information from the consumer to producer.

In the other words to achieve maximum efficiency in marketing, there must also

be a flow information vis-a-vis is the flow of goods. This information for practical

purposes has to be collected even before a product is planned. Sub sequent information

would also enable the manufacturer to assess periodical changes that are required. That is

why it is very often remarked that marketing starts and ends with the consumer with

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CUSTOMER RELATIONSHIP MANAGEMENT information flowing from the consumer to the producer and goods flowing back to the

consumer to the producer and goods flowing back to the consumer from the producer.

High level of marketing activity is a prerequisite for high level of economic

activity. It has been apply remarked. "Nothing happens until some body sells something".

At present the urgency is for increased marketing and no merely for increased population.

This alone shows the importance of marketing as a potential force that commands

high significance for society as a whole.

“it is not enough to have great qualities, we should also have the abilities to manage

them”. The same concept can also be applied in an organization. For e.g. a company may

produce a very high quality products but it won’t be able to succeed if it fails to manage

or satisfy their customers.

According to Harward Business Review “an exceptionally satisfied customer is 6 times

more likely to buy again as one who is merely satisfied & only 5% increase in customer

loyalty can boost profit from 25% to 85%”.

Thus all these quotes & experts opinion highlights the importance of Customer

Relationship Management. Customers are considered to be king of every business

enterprise and loyal customers are the backbone of their business. So customer

satisfaction is the primary motive of every business which can be attained through

effective CRM (Customer Relationship Management) policy.

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NEED AND IMPORTANCE OF THE STUDY

CRM Customer Relationship Management is one of the newest innovations in customer

service today. CRM stands for customer relationship management and helps the

management and customer service staffs cope with customer concerns and issues. CRM

involves gathering a lot of data about the customer. The data is then used to facilitate

customer service transactions by making the information needed to resolve the issue or

concern readily available to those dealing with the customers. This results in more

satisfied customers, a more profitable business and more resources available to the

support staff. Furthermore, CRM Customer Relationship Management systems are a great

help to the management in deciding on the future course of the company.

As mentioned, there is much data needed for the CRM system to work. These fields

include the customer name, address, date of transactions, pending and finished

transactions, issues and complaints, status of order, shipping and fulfillment dates,

account information, demographic data and many more. This information is important in

providing the customer the answer that he or she needs to resolve the issue without

having to wait for a long time and without going to several departments. With just a few

mouse clicks, a customer support representative for example can track the location of the

customer's package or order. This is infinitely better than the cumbersome process of

tracking shipments previously. Furthermore, the customer service representative will also

be able to see the previous concerns of the customer. This is a great help especially if the

customer is calling about the same issue since he or she will not have to repeat the story

all over again. This results in less time in resolving the issue, thus, higher productivity of

the support staff.

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CUSTOMER RELATIONSHIP MANAGEMENT CRM Customer Relationship Management systems are also important to the top

management because it provides crucial data like customer satisfaction and efficiency of

service by the frontline crews. A piece of customer relationship management software

will also be able to generate the needed reports for product development or new concepts.

Furthermore, this system will also be a great help for the top management in deciding the

company's future course of action, whether it involves phasing out one of the products on

the shelves or making adjustments to one of the products sold.

The reports generated by CRM systems are also invaluable to your advertising and

marketing planners, as they will be able to pinpoint which ideas works and which do not.

Because of CRM systems, you will be able to release advertisements or plan marketing

campaigns more in tune with your target market. This will also lead to more responses to

your advertisement and a more effective marketing campaign.

Successful integration of a CRM Customer Relationship Management system in your

company, however, might not be as easy as it seems. The following might give you an

insight why CRM systems fail in some companies... Most companies fail to prepare for

CRM systems. By this, I mean that most companies fail to integrate all the departments

that need to share the information for it to be effective. Furthermore, CRM units scattered

all over the company's departments is often more effective than just making one big

CRM department. This will ensure that each department will get the information and data

that they need.

A CRM system will also help you a lot in expanding your business. As CRM systems are

capable of handling enormous amounts of data, CRM systems will help you a lot in

coping with the increased numbers of customers and data. With a CRM Customer

Relationship Management system installed and properly utilized, you can be sure that all

data is maximized and used to ensure that your business will be successful and your

customers a lot more satisfied than before.

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OBJECTIVES OF THE STUDY

Objectives of Customer Relationship Management:

Understand customer needs better

Maintain long term customer relationships

Be able to pursue a strategy of Relationship Marketing

Identify individual customers’ needs

Develop relationships that stretch over several transactions

Manage that relationship to the benefit of the customer and the company

To enable the sales team to promote sales effectively through maintaining customer relation.

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RESEARCH METHODOLOGY

Meaning of Research

According to D. Slessinger and M. Stephenson in the Encyclopedia of social

sciences define research as "the manipulation of things, concepts or symbols for the

purpose of generalizing to extend, correct or verify knowledge, whether that knowledge

aids in construction of theory or in the practice of an art."

TYPES OF RESEARCH

1. Exploratory Research,

2. Descriptive Research

Exploratory Research:

Exploratory research studies are also termed as formulate research studies.

The main purpose of such studies in that of formulating a problem for more

precise investigation or of developing the working hypothesis forms an

operational point of view.

Descriptive Research:

Diagnostic Research studies determine the frequency with something

occurs or its association with something else.

In this project, information pertaining to customer needs satisfaction and

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CUSTOMER RELATIONSHIP MANAGEMENT their demographic profile was collected; hence it is a descriptive research.

MARKETING RESEARCH:

It is a systematic process of gathering, recording, analyzing and interpreting the

data related to any problem in the field of marketing. This marketing research consists of

various steps. They are as follows

1) Problem formulation.

2) Development of research design.

3) Determine the source of data.

4) Planning and designing data collection forms.

5) Determine sampling plan.

6) Organizing and conducting field survey.

7) Data analyses and interpretation.

8) Report preparation and arrangement to decision makers.

SOURCES OF DATA:

Once the research design has been decided upon the next stage is that of selecting

the source of data. They are primary data, secondary data.

Primary data:

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CUSTOMER RELATIONSHIP MANAGEMENT Are those, which are collected fresh and for the first time, and thus happened to be in

original character? The data is gathered through administering the questionnaire.

Secondary data:

Are those which are already been collected by some one else and which have already

been passed through the statistical process. And source of secondary data organization

report, journal, etc.

Sampling:

The selected respondents constitute which is technically called as sample and the

selection process is called as sampling technique.

Random sampling:

The research study employed random sampling technique which randomly selects the

respondents.

TARGET POPULATION:

Sample unit : customers of Big Bazaar shopping mall, Hyderabad.

Sample size : 100

Sampling method : Simple Random sampling

Research tool : Structured Disguised Questionnaire.

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CUSTOMER RELATIONSHIP MANAGEMENT Contact method : Personal Interview

STUDY AREA :

100 samples were collected for the study, and the respondents are from Hyderabad in

Andhra Pradesh

QUESTIONNAIRE DESIGN :

The questionnaire is of structured type, which consists of Closed ended, Open

ended, multiple Choice, and Ranking type of questionnaire to suit the study.

PILOT SURVEY:

After taking 30 respondents for sampling survey it was felt that the questionnaire

does not require any change.

SAMPLING PROCEDURE:

Selections of participants are 100 customers. All the sample units selected at

random. Care is taken to ensure that sample units represent the characteristics near to total

base / units.

RESEARCH METHODS AND TOOLS FOR DATA COLLECTION

The Researcher formulated a structured questionnaire, which were administered

to customer's opinion. The questions are scheduled as predetermined and the order of

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CUSTOMER RELATIONSHIP MANAGEMENT questions made for accuracy and compatibility.

The questions are open ended. The questionnaire divided as part-A and part-B.

Part-A is concerned to organization name, address and contact number. Remaining part

has 12 questions.

SCOPE AND PERIOD OF THE STUDY

The scope of the study is to identify the customer relationship management

towards Big Bazaar Pvt. Ltd. Primary data was collected from customers. Secondary data

was collected from company manuals, magazines and websites. It is aimed at

enlightening the company about different steps to be taken up to increase the value of

Big Bazaar Pvt. Ltd. with regard other competitors and also make the company to provide

better customer services.

The study was restricted to twin cities. The sample size for this study is 100. The

methodology used for analysis and interpretation is simple percentage method, the period

of the study is 45 days.

LIMITATIONS OF THE STUDY

1) The data collected and findings shown in the project in not full fledged and

therefore cannot be used straight away used in decision making.

2) The sample taken was very small and compared to the total population. The

response received may not be free from bias.

3) The study was limited to the capabilities and willingness of the respondents in

approximately answering the questions.

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4) The study was limited to Hyderabad city only.

REVIEW OF LITERATURE

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Meaning of Customer Relationship Management (CRM):

CRM is a comprehensive strategy & process of acquiring & retaining customers to create

superior value for the company as well as the customers. It consists of the processes a

company uses to track and organize its contacts with its current and prospective

customers. To support these processes, various CRM Software like SAP, ORACLE Sales

force.com etc. are used. These software record and store information about customers,

various customer interactions, their problems etc which can be accessed by employees in

different departments of the company. These information are used by the organization to

make future plans that can satisfy the customer on a better way and retaining them for a

longer period.

Definition of CRM:

Customer relationship management is a broadly recognized, widely-implemented

strategy for managing and nurturing a company’s interactions with clients and sales

prospects. It involves using technology to organize, automate, and synchronize business

processes—principally sales activities, but also those for marketing, customer service,

and technical support. The overall goals are to find, attract, and win new clients, nurture

and retain those the company already has, entice former clients back into the fold, and

reduce the costs of marketing and client service. Once simply a label for a category of

software tools, today, it generally denotes a company-wide business strategy embracing

all client-facing departments and even beyond. When an implementation is effective,

people, processes, and technology work in synergy to increase profitability, and reduce

operational costs

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http://en.wikipedia.org/wiki/Technical_support

http://en.wikipedia.org/wiki/Customer_service

http://en.wikipedia.org/wiki/Marketing

http://en.wikipedia.org/wiki/Sales


Goal of CRM:

The goal of CRM is to provide improved services to the customers, and to use customer

contact information for targeted marketing.

Evaluation and growth of the CRM :

CRM passes through three generations such as 1st generation in 1990, 2nd generation in

1996 and the 3rd generation in 2003.

In 1st generation following systems were applied for CRM:-

➢ Call centre management-

It is a web based CRM technology, the enables users browsing a company’s web site to

leave a phone number where company representative can call back with more

information.

Customer service support-

It is a part of a company’s CRM department that interacts with a customer for their

immediate benefits.

Sales force automation-

It is software that automates business tasks like inventory control, sales processing,

customer interaction, etc-.

➢ Campaign management-

It is a planning, executing, tracking and analyzing of direct marketing campaigns.

In 2nd generation following improved systems were used for CRM:-

➢ Integrated customer facing front end-

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CUSTOMER RELATIONSHIP MANAGEMENT It is face to face interaction between the customers and sales man. This system is used for

marketing, sales and services.

ERP integrations-

ERP stands for Enterprise Resource Planning. It is a business management system that

integrates all functions of the business.

➢ Customers analytics-

It comprises all the programming that analyzes data about an enterprise’s customers for

business decision.

Complete web integration-

It allows end users to have access the data function of a serve hosted application through

internet browser window.

In 3rd generation the strategic CRM was followed and is continuing-

Strategic CRM updates and expands the original content and combines into one,

convenient value that guides users through the entire CRM implementation process, from

strategic planning software.

Scope and goals of different generations:-

There is successful increment in the scope of CRM from 1st generation to 3rdgeneration.

In 1st generation the scope consists of service function and sales function, in 2nd

generation it includes another function i.e. marketing function and in 3rd generation it

includes entire function of the organization.

Goals of the CRM have also changed with better customer service from 1st generation

to 3rd generation. In 1st generation the goals were improve service operation and increase

sales efficiency, in 2nd generation reduce cost of interaction, improve customer

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CUSTOMER RELATIONSHIP MANAGEMENT experiences, and increasing the customer interaction; in 3rd generation cost reduction &

revenue growth and competitive advantages.

Options for Implementing CRM:

Increasing customer is not the ultimate objective of any organization but to retain

customer and t build long term relationship with them is important. It is only through

CRM that a prospect can be turn into customer and then finally into a client. But to

achieve these any organization require proper implementation.

But at the same time CRM implementation is a challenging task because it ties together

people, process, technologies within the organization which are separate from each other.

IN HOUSE DEVELOPMENT- This means all the strategies, processes are

developed and implemented within the organization.

Advantage-

1. It is tailored made according to organization needs and structure thus is flexible as

compared to others.

2. Avoid dependency on others be it software or outsourcing.

Disadvantage

1. It is at the same time expensive

2. And comparatively takes longer time depending on the organisation.

BUY LICENSED CRM SOFTWARE- This is purchasing software and

implementing in organization.

Advantage-

1. Usually the maximum chance of success.

2. It just need to install and trained the workforce accordingly.

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CUSTOMER RELATIONSHIP MANAGEMENT Disadvantage-

1. Again it is expensive because of many costs as license cost, renewal cost etc.

associated with it.

1. Adding new software with change is a complex task.

OUTSOURCING A MANAGED SERVICE- This means hiring from outside.

Advantage-

1. Most of the times lower cost.

2. Can adopt “pay- as- you go” approach with visible result.

Disadvantage-

1. For any new requirement needs to contact the company and pay for the development.

2. Also there is a risk of losing CRM solution investment if outsourcing company goes

out of business

STAGEWISE-

In this CRM software is offered in different, independent modules, according to specific

department needs.

Company buys sales automation software and contact management module from different

providers.

ENTERPRISE WISE CRM SOLUTION-

This is composed of different modules from same providers; it is implemented as a

whole by connecting different modules and existing database.

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VARIOUS ASPECTS OF CRM

CRM includes many aspects which relate directly to one another:

• Front office operations — Direct interaction with customers, e.g. face to face

meetings, phone calls, e-mail, online services etc.

• Back office operations — Operations that ultimately affect the activities of the front

office (e.g., billing, maintenance, planning, marketing, advertising, finance,

manufacturing etc.)

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INDUSTRY PROFILE

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Retail industry largest industry, accounting for are 10% of the country’s GDP and around

8% of the employment retail industry in India is at the cross roads. It has emerged as one

of the most dynamic and fast paced industry with several players entering the market, but

because of the heavy initial investment 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 technologies are facilitating operations. Retailing

in India is gradually inching its way towards becoming the next boom industry. The

whole concept of shopping has altered interms of format and consumer buying behavior

ushering in a revolution in shopping in India.

Modern retail has entered India as seen in sprawling shopping centers, multi

strayed malls and huge complexes after shopping, 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 higher

growth trajectory. The Indian population is witnessing a significant 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.

SOME KEY FACTS

Retail is India’s largest industry accounting for over 10% of the country’s

GDP and around 8% of the employment.

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CUSTOMER RELATIONSHIP MANAGEMENT The market size of the Indian retail industry is about US $312 billion.

Retailing in India is gradually inching its way towards becoming the next

boom industry.

A large young working population with average age of 24 years

INDIA’S CONSUMPTION COSMODuring the past decade, private final consumption expenditure has been the key driver of economic growth in India.

Government

Spending$108billion

(11%)

CapitalFormation

$273 billion (29%)

24

Growth domestic product

$973billion

Utility paymentsFuel transportationElectricity, waterCommunicationExpenditure on

medical & education

$242 billion

ConsumptionSpending

$350 billion

Private finalConsumptio

nExpenditure$592billion

(60%)


The $ 350 billion consumption spending provides the single biggest business

opportunities in India and is divided into same key categories led by food, fashion and

home products.

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Food62%

$217b

Book &Music1.1%$3.9b Telecom

1.8%$6.3b

Leisure& entertainme

nt7.9%$28b

Furniture3.4%$12b

Fashion9.5%

$33.2b

FashionAccessories

5.5%$225b

ConsumerDurable

4%$14b

Health, beauty

&pharmacy3.8%

$13.3b

ConsumptionSpending

$350 billion


COMPANY PROFILE

Pantaloon Retail (India) Limited, is India’s leading retailer that operates

multiple retail formats in both the value and lifestyle segment of the Indian consumer

market. Headquartered in Mumbai (Bombay), the company operates over 12 million

square feet of retail, has over 1000 stores across 71 cities in India and employs over

30,000 people.

The company’s leading formats include pantaloons, a chain of fashion outlets,

Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar , a supermarket chain,

blends the look, touch and feel of Indian bazaars with aspects of modern retail choice,

convenience and quality and central, a chain of seamless destination malls. Some of its

formats include brand factory, blue sky, all top 10 stars and sitara. The company also

operates an online portal, futurebazaar.com

A subsidiary company, Home solutions Retail (India)limited, operate

Home Town, a large – format home solutions store, collection I , selling home furniture

products and ezone focused on catering to the consumer electronics segment.

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CUSTOMER RELATIONSHIP MANAGEMENT Pantaloon Retail was recently awarded the international retailer of the year 2008

by the US – based National Retail Federation (NRF) and the Emerging market retailer of

the year 2008 at the world retail congress held in Barcelona. Pantaloon Retail is the

flagship company of Future Group, a business group Catering to the entire Indian

consumption space .

THE FUTURE GROUP

FutureBazaar.com is owned and operated by Future Bazaar India Ltd. (FBIL). FBIL is a

part of the Future Group, India’s largest retail conglomerate. FBIL is the e-commerce

arm of the Future Group. The company was incorporated in 2007 and began business in

2008.

As part of India’s largest retail chain, we enjoy the benefits of buying in bulk for the

entire group. Our aim is to get you a great range of products at great prices.

Core Competency of the business…what makes us different from others.!!

A choice of more than 20,000 products

Delivery across more than 1500 cities and towns in India covering around 16,000

pin codes

Fast deliveries – tie ups with world leaders in logistics & transportation services

A dedicated Customer Care helpline for any queries

Always offering Manufacturer’s guarantee as opposed to Seller’s guarantee,

which most of the other online shopping sites offer

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CUSTOMER RELATIONSHIP MANAGEMENT Aggressive Prices –FutureBazaar.com has the benefit of leveraging the sourcing

network of the Future Group’s retail chains. This sourcing network straddles a

wide range of product requirements, thus being able to offer us economies of

scale thereby - unbelievable prices to it’s customer.

Unmatched Selection of Products and Brands – We have more than 20,000

products which creates the flexibility to offer a large range of choices to

customers. We also have partnerships with most of the brands available in the

country, which allows us to get the latest in the range to our customers. We have

been able to create some major popularity ripples with our corporate clients with

products like mobiles, electronics, laptops, MP3 players, T-shirts, Gift Vouchers

and so on.

Seamless end-to-end Logistics Solution – We pride ourselves in having built an

end-to-end logistics solution; right from stocking, dispatching, and delivery

confirmation upto post-sales support. Our back-end infrastructure enables us to

service around 15000 pin codes across India.

Dedicated Customer Care for online customers as well as corporate clients -

We have a dedicated team straddling client servicing, sourcing, logistics and

customer service for all our customers.

"Our Brand Association" - Most importantly out parentage & association with

humungous retail brands like Big Bazaar, Pantaloons, Central and many more,

lends tremendous amount of trust & credibility to our end consumers.

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About the Future Group

Future Group, led by its founder and Group CEO, Mr. Kishore

Biyani, is one of India’s leading business houses with multiple businesses spanning

across the consumption space. While retail forms the core business activity of Future

Group, group subsidiaries are present in consumer finance, capital, insurance, leisure

and entertainment, brand development, retail real estate development, retail media

andlogistics .

Led by its flagship enterprise, Pantaloon Retail, the group operates

over 11 million square feet of retail space in over 63 cities and towns and 65 rural

locations across India. Pantaloon Retail was awarded the International Retailer of the

Year - 2008, by the US-based National Retail Federation, the largest retail trade

association and the the Emerging Market Retailer of the Year 2008 at the World

Retail Congress in Barcelona.

Future Group believes in developing strong insights on Indian

consumers and building businesses based on Indian ideas, as espoused in the

group’s core value of 'Indian ness'. The group's corporate credo is, 'Rewrite rules,

Retain values'. More about Future Group.

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http://www.pantaloon.com/


The FutureBazaar.com Promise:

Manufacturer’s warranties on all products

Future Bazaar sells only original products from authorized dealers; so all applicable

products carry the original manufacturer’s warranty. Customers can visit any of the

authorized service centers of the manufacturer if required. The invoice accompanying the

product is your warranty document, so please preserve it.

Guaranteed Delivery

Future Bazaar guarantees to deliver the exact product you selected, without defects. In

case you have received a different product, or if the product was damaged in transit,

please let us know and and we will ensure that we replace the product or ensure that your

money is refunded

Please note that delivery times vary according to products. 95% of our deliveries take

place within the committed time period. For the occasional delays, we will contact you

and update you about the status.

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CUSTOMER RELATIONSHIP MANAGEMENT Secure Payments

We are committed to ensuring that no payment misuse happens, so we work with banks

and payment gateways to ensure that your information is protected. Payments are

protected both by us and by the policies of your bank, and the chances of fraud in these

channels are actually very low.

We also have a Risk Management team that scrutinizes all payments to ensure

that there are no fraudulent transactions. Our office address is also available for any one

who wishes to contact us in person. Moreover, being part of India’s largest retail

company with a presence all over India, we are omnipresent!

Our Simple 15-Day Return Policy - No questions asked!

If you have purchased something at FutureBazaar.com and the product did not meet your

expectations or does not fit your needs, then you can return the product to us, no

questions asked, as long as it is in its original packaging and accompanied by its invoice.

Just contact our Customer Care and we’ll arrange to pick up the product from your home

- simple.

Prompt Customer Support

Our Customer Care is manned by dedicated personnel, who can take decisions and

resolve your problems. They are empowered to solve your problems and are aware of the

processes and means to handle them. In case they cannot solve the problem at their end,

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CUSTOMER RELATIONSHIP MANAGEMENT they will trigger the required action on your behalf or advise you the best possible

method to a successful fulfillment of all your queries/issues. Be assured that when you

call us, your call is being taken seriously.

Values:

o Indian ness: confidence in ourselves.

o Leadership: to be a leader, both in thought and business.

o Respect & Humility: to respect every individual and be humble in our

conduct.

o Introspection: leading to purposeful thinking.

o Openness: to be open and receptive to new ideas, knowledge and

information.

o Valuing and Nurturing Relationships: to build long term relationships.

o Simplicity & Positivity: Simplicity and positivity in our thought, business

and action.

o Adaptability: to be flexible and adaptable, to meet challenges.

o Flow: to respect and understand the universal laws of nature.

Mission:

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CUSTOMER RELATIONSHIP MANAGEMENT We share the vision and belief that our customers and stakeholders shall be served only

by creating and executing future scenarios in the consumption space leading to economic

development.

We will be the trendsetters in evolving delivery formats, creating retail

realty, making consumption affordable for all customer segments – for classes and for

masses.

We shall infuse Indian brands with confidence and renewed ambition.

We shall be efficient, cost- conscious and committed to quality in whatever we do.

We shall ensure that our positive attitude, sincerity, humility and united

determination shall be the driving force to make us successful.

Sone Ki Chidiya

When the Mughals first came to India they were drawn by the lure of her fabulous wealth

- India was known as the "Sone Ki Chidiya," literally - "The Golden Bird".

According to economic historian Angus Maddison in his book The World

Economy: A Millennial Perspective, India had the world's largest economy in the 1st

century and 11th century, with a 33% share of world GDP in the 1st century and 29% in

1000 CE. During 1700 AD, Mughal era, India’s share was 24%, more than the whole of

Western Europe. It came down to 3.8% in 1950s. Paul Kennedy, in his highly regarded

book, The Rise and Fall of the Great Powers: Economic Change and Military Conflict

33

CUSTOMER RELATIONSHIP MANAGEMENT from 1500 to 2001 estimates that in 1750 India's share of the world trade was nearly 25

percent. It came down to 0.5% in the 1960s and now stands at around 1.5%.

The Indian economy is once again at the centre of the global attention. As domestic

consumption drives economic growth in India, Future Group hopes to play a pivotal role

in bringing back the Sone Ki Chidiya.

Awards:

Images Fashion Forum 2011

Most Admired Fashion Group Of The Year - Future Group

Most Admired Private Label - Pantaloons, the lifestyle format

Critics Choice For Pioneering Effort In Retail Concept

Creation - Central

Coca-Cola Golden Spoon Awards 2010

Most Admired Food & Grocery Retailer Of The Year

Most Admired Food Court

Most Admired Food Professional

Indian Retail Forum Awards 2009

Most Admired Retail Company of the year - Future Group

34

CUSTOMER RELATIONSHIP MANAGEMENT Retail Face of the Year - Kishore Biyani

Best Retailer Of The Year ( Hypermarket) - Big Bazaar

Future Group was awarded the Most Admired Retail Company of the year

by the Indian Retail Forum at a glittering ceremony organized in Mumbai. Mr. Kishore

Biyani also won Retail Face of the Year.

India Retail Forum (IRF) is a platform for intellectual insights and

information exchange for the retail business in the Indian subcontinent. The forum

presents the business of retail in the region to a global audience, with the express aim of

facilitating understanding about and encouraging investment in this massive marketplace.

Big Bazaar, the value format of Future Group bagged the Best Retailer of the Year

( Hypermarket).

The INDIASTAR Award 2009

Food Bazaar: Best Packaging Innovation

Food Bazaar bagged the INDIASTAR Award for Best Packaging Innovation in India, for

its private label brand Fresh And Pure Chakki Atta.

35

CUSTOMER RELATIONSHIP MANAGEMENT INDIASTAR Award is a biennial event which aims to promote and encourage excellence

in packaging design, innovation and technology. The contest was established in 1972 and

is considered as the most popular and premier event for India’s packaging fraternity. This

year there were around 357 entries and the participants had to submit a sample of their

designs for selection.

With this award, Pantaloon Retail (India) Limited becomes the first Indian Retailer to win

the prestigious INDIASTAR Award.

Retail Asia Pacific 500 Top Awards 2009

Gold Winner -Top Retailer 2009 Asia Pacific

Retail Asia Publishing Pte, the institutor of these awards, aims to set a platform that

appraise, raises and recognizes the development and growth of retailing throughout the

Asia Pacific region.

Coca-Cola Golden Spoon Awards 2009

Most Admired Food & Grocery Retail Visionary of the Year: Kishore Biyani.

Most Admired Food & Grocery Retailer of the Year – Supermarkets: Food

Bazaar.

Most Admired Food & Grocery Retailer of the Year - Hypermarkets: Big Bazaar.

36

CUSTOMER RELATIONSHIP MANAGEMENT Most Admired Retailer of the Year - Dynamic Growth in Network Expansion

across Food, Beverages & Grocery: Future Group.

Most Admired Food & Grocery Retailer of the Year - Consumer's Choice: Big

Bazaar.

The Coca-Cola Golden Spoon Awards 2009, were given away for the first time as

a culmination of the ‘Food Forum India 2009’ - a two day convention which saw

the participation of leading brands, retailers & retail support organizations from

across the globe. The awards were presented to honour enterprise, innovation and

achievement in the food retailing business as a benchmark of excellence.

Future Ventures:

Future Ventures, seeks to promote and participate in innovative and emerging business

ventures in India. The company intends to play a role in powering entrepreneurship, by

promoting or participating in diverse business activities, primarily in “consumption-led”

sectors in the country, which it defines as sectors whose growth and development will be

determined primarily by the growing purchasing power of Indian consumers and their

changing tastes, lifestyle and spending habits.

The company will also participate in businesses where it exercises control or influence,

and can add value as active shareholders, by utilizing the experience and knowledge of

the Future Group, and specifically its parent, Pantaloon Retail

37


Meet India's King of Retail

Pantaloon's Kishore Biyani has become India's largest retailer, but still has several aces

up his John Miller shirtsleeves.

In India's chaotic markets, Kishore Biyani is the unchallenged king of retail. He has the

knack of catching rivals off-guard and striking where it hurts most.

And now that he's set himself the task of retaining control of the largest retail space in the

country, he won't let anyone - suppliers or international promoters included - catch him

slacking.

The latest to face the wrath of the 43-year-old is South African hypermarket Shoprite,

which opened shop in Mumbai [ Images ] last month through a franchise agreement with

local company Normal Lifestyle.

38

http://search.rediff.com/imgsrch/default.php?MT=mumbai

CUSTOMER RELATIONSHIP MANAGEMENT The hypermarket began retailing products from big boys Nestle [ Get Quote ], Unilever

and Procter & Gamble at consumer discounts of 20-30 per cent, lower than even Biyani's

purchase prices in his Big Bazaar and Food Bazaar stores.

Instead of chewing his nails, Biyani turned confrontationist, asking why the

multinationals were offering Shoprite better prices, even withdrawing Nestle products

from his stores when the company did not respond.

Two days later the Nestle products were back, but not before the company had clarified

its stance. Says Biyani, "Shoprite is involved in predatory pricing. There are rules against

this in every part of the world."

But as a result of his tough stance, the three MNCs have asked Shoprite to roll back the

offers or face withdrawal of supplies, he says.

And he was proved right when the Kolkata Pantaloon store became a raging success and

Biyani stepped on to the turf as a super retailer.

Other professionals have wondered where Biyani picked up the tricks of the retailing

trade. Some he learned from his own mistakes, he admits. Others he picked up from the

big boys of international retail.

39

http://portfolio.rediff.com/quotes/nestle+india+ltd

CUSTOMER RELATIONSHIP MANAGEMENT "I read every book on Sam Walton, Macy's, Marks & Spencer and management gurus

like Tom Peters whose book 'Reimagine' impressed me." Even now he reads a

management book every fortnight - Stephen Covey, Robert Kaplan or James Collins.

But unusual as it might seem, he also made it a point to stay away from these stores. The

reason: "By going to a Wal-Mart or a Macy's, you could get overwhelmed into thinking

that was the best model and stop learning," he says.

Mr.Gopikishan Biyani, whole time Director

Gopikishan Biyani is a commerce graduate and has more than twenty years of experience

in the textile business.

Mr.Rakesh Biyani, Whole time Director

Rakesh Biyani is a commerce graduate and has been actively involved in category

management; retail stores operations, IT and exports. He has been instrumental in the

implementation of the various new retail formats.

Mr. Vijay kumer chopra, Independent Director

V.K Chopra is a fellow member of The Institute of chartered Accountants of India (ICAI)

by profession and is a certified Associate of Indian Institute of Bankers (CAIIB). His

banking career spans over 31 years and he has served senior management position in

Central Bank of India, oriental Bank of commerce, SIDBI , Corporation Bank and SEBI.

40


Major Milestones

1987 Company incorporated as man wear private Limited. Launch of pantaloons

trouser,

India’s first 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.

1995 John miller – formal shirt brand launched.

1997 Company enters modern retail with the launch of the first 8000 square feet store,

pantaloons in Hyderabad.

41


2002 Three Big Bazaar stores launched within a span of 22 days in kolkata, Bangalore

and Hyderabad.

2003 Food Bazaar, the supermarket chain launched.

2005 Central- India’s first seamless mall is launched in Bangalore.

2006 Group moves beyond retail, acquires stakes in Galaxy Entertainment, Indus

League clothing and-Planet-Retail. Sets up India’s first Real Estate investment

fund kshitijti build a chain of shopping malls.

2007 Future Capital Holdings, the company’s financial is formed to manage over $ 1.5

Billion in real estate, private equity and retail infrastructure funds.

Plans forays into retailing of consumer finance products. Home Town, a home

building and improvement Products retail chain is launched along with Consumer

durables format, Ezone and furniture Bazaar.

Future Group enters into joint venture Agreements to launch insurance products

with ltalian insurance, major,Generali,Forms joint ventures with US office

stationery Retailer, staples.

2008 Future Group crosses $1 billion turnover mark Specialized companies in retail

media, Logistic, IPR and brand Development and Retail – led technology services

become Operational. Pantaloon retail wins the International retailer of the year at

US Based national retail federation convention in New York and Emerging

42

CUSTOMER RELATIONSHIP MANAGEMENT retailer of the year Award at the world retail congress held in

Barcelona.futurebazaar.com becomes India’s most popular shopping portal.

2009 Future capital Holdings becomes the second Group Company to make a

successful initial Public offering in the Indian capital markers. Big Bazaar crosses

the 100 – store mark, Marking one of the fastest ever expansion of A hypermarket

format anywhere in the world. Total operational retail space crosses 10million

Square feet mark. Future group acquires rural retail chain, Andhra present in 65

rural locations.

STORE STRUCTURE

STORE

MANAGER

ASSISTANT

STORE

MANAGER

DEPARTMENT

MANAGER

43


ASSISTANT

DEPT

MANAGER

TEAM

MEMBERS

DEPARTMENTS

DEPARTMENTS SUBDEPARTMENT

CLOTHING Children

Ladies wear

Men’s wear

HOME FASHION Bath linen

Kitchen linen

44


Table linen

Homes accessories

FASHION ACCESSORIES Jewelry

Hand bags

Sunglasses & watches

FOOT WEAR Nike

Reebok

LUGGEAGE Bags

Trolley and suitcase

PLACTICS,UTENCILS Crockery

& CROCERY Plastics

Utensils

BLUE SKY Fashion accessories

45


COMMUNICATIONS Accessories

Carrier

Hard ware

CURE & CARE Non prescription

DEPOT Books

Multimedia

Stationary

ELECTRONICS Consumer durables

Computer accessories

Personal electronics

FOOD BAZAAR Fruits and Vegetables

Chef zone

Chill zone

LEE COPPER Lc ladies

46


Lc men

LOOT MART Kids Accessories

Ladies Accessories

Men’s Accessories

NAVRAS Precious jewelry

STAR & SITARA Personal Grooming

47


DATA ANALYSIS AND INTERPRETATION

48


TABLE: 1

1) How do you know about this Big Bazaar?

No of samples: 100

TOTAL NO OF PERSONS PERCENTAGEAdvertisement 55 55%Friends& Relatives 45 45%

45%

55%

0%

10%

20%

30%

40%

50%

60%

advertaisement friends

Series1

Interpretation:

The analysis of the above table show that 55% of respondents know by Advertisement

and 45% of Respondents know by Friends & Relatives.

49


TABLE:2

2) What products do you like to purchase in our mall?

No of samples: 100

TOTAL NO OF PERSONS PERCENTAGEElectronic Goods 26 26%Cloths 21 21%Toys 17 17%Food items 36 36%

26%

21%17%

36% Electronics

Clothes

Toys

Food items

Interpretation:

The analysis of the above table show that 26% of respondents electronic goods, 21% of

respondents cloths, 17% of respondents toys and 36% of respondents are food items

purchasing in the mall .

50


TABLE: 3

3) Do you feel that our products are lesser price by comparing othermall ?

No of samples: 100

TOTAL NO OF PERSONS PERCENTAGEMostly Agree 63 63%Strongly Agree 22 22%Mostly Disagree 10 10%Strongly Disagree 5 5%

63%22%

10% 5%

Mostley agree

Strongley agree

Mostley disagree

Strongley disagree

Interpretation:

The analysis of the above table show that 63% of respondents mostly agree, 22% of

respondents strongly agree, 10% of respondents mostly disagree and 5% of respondents

strongly disagree about product prices in the mall.

51


TABLE: 4

4) Do you satisfied with the Big bazaar offers?

No of samples: 100

TOTAL NO OF PERSONS PERCENTAGEMostly Agree 62 62%Strongly Agree 23 23%Mostly Disagree 11 11%Strongly Disagree 4 4%

4%11%

23%

62%

0%

10%

20%

30%

40%

50%

60%

70%

Mostley agree Strongleyagree

Mostleydisagree

Strongleydisagree

Series1

Interpretation:

The analysis of the above table show that 62% of respondents mostly agree, 23% of

respondents strongly agree, 11% of respondents mostly disagree and 4% of respondents

strongly disagree about offers in the mall.

52


TABLE: 5

5) Do you feel that our associates are given good service to you?

No of samples: 100

TOTAL NO OF PERSONS PERCENTAGEGood 22 22%Satisfactory 56 56%Average 18 18%Poor 4 4%

GoodSatisfactory

AveragePoor

S1

22%

56%

18%

4%0%

10%

20%

30%

40%

50%

60%

Series1

Interpretation:

The analysis of the above table show that 22% of respondents good, 56% of respondents

satisfactory, 18% of respondents average and 4% of respondents are feel poor services

giving in the mall.

53


TABLE: 6

6)How do you feel about the time taken by the customer service department Of this mall in meeting your needs?

No of samples: 100

TOTAL NO OF PERSONS PERCENTAGE

Very quick 32 32%

Delayed 15 15%

Responsive 53 53%

Interpretation:

The analysis of the above table show that 53% of respondents very quick, 32% of

respondents delayed and 15% of respondents responsive about customer service

department.

54


TABLE: 7

7) Are you feeling comfortable by shopping in this mall?

No of samples: 100

TOTAL NO OF PERSONS PERCENTAGEGood 32 32%Satisfactory 43 43%Average 23 23%Poor 2 2%

32%

43%

23%

2%

0%5%

10%

15%

20%

25%30%

35%

40%

45%

Good Satisfactory Average Poor

Series1

Interpretation:

The analysis of the above table show that 32% of respondents good, 43% of respondents

satisfactory, 23% of respondents average and 2% of respondents are feel poor

comfortable by shopping in this mall .

55


TABLE: 8

8) What is the reason select Big Bazaar for shopping?

No of samples: 100

TOTAL NO OF PERSONS PERCENTAGELesser Price 33 33%Good Service 19 19%Convince 22 22%Availability of products 26 26%

33%

19%22%

26%

0%

5%

10%

15%

20%

25%

30%

35%

Lesser price Good service Convenience Availability ofproducts

Series2

Interpretation:

The analysis of the above table show that 33% of respondents lesser price, 19% of

respondents good service, 22% of respondents convenience and 26% of respondents are

availability of products their select the Big bazaar for shopping.

56


TABLE: 9

9) In a month how many times you visited this mall?

No of samples: 100

TOTAL NO OF PERSONS PERCENTAGEOne time 34 34%Two times 32 32%Three times 23 23%More than three 11 11%

34%

32%

23%

11%

One time

Two times

Three times

More then times

Interpretation:

The analysis of the above table show that 34% of respondents one time, 32% of

respondents two times, 23% of respondents three times and 11% of respondents are more

than three times visiting the mall.

57


TABLE: 10

10) How do you find the ability of this mall compared to other city?

No of samples: 100

TOTAL NO OF PERSONS PERCENTAGEExcelent 13 13%Satisfactory 38 38%Good 42 42%Poor 7 7%

Interpretation:

The analysis of the above table show that 13% of respondents excelent, 38% of

respondents satisfactory, 11% of respondents good and 7% of respondents are feel poor

about ability of this mall.

58


TABLE: 11

11) Will you suggest this mall to your friends/relatives?

No of samples: 100


Yes 82 82%

No 18 18%

Interpretation:

The analysis of the above table show that 82% of respondents yes and 18% of

respondents no.

59


TABLE: 12

12) How do you rate the overall experience with this mall?

No of samples: 100


Excelent 18 18%

Satisfactory 41 41%

Good 36 36%

Poor 5 5%

Interpretation:

The analysis of the above table show that 18% of respondents excelent, 41% of

respondents satisfactory, 36% of respondents good and 5% of respondents are feel poor

about their overall experience in the mall.

60


FINDINGS AND SUGGESTIONS

61


FINDINGS

On the basis of information on survey of customer relationship management and data

gathered by administering schedules to customers which is analyzed, the following

observations are made.

From the data analysis it is found that more number of respondents know the big

bazaar through advertisement.

From the data analysis it is found that maximum respondents are purchasing food

items in the mall .

From the data analysis it is found that when compare to other malls, more number

of respondents mostly agree about product prices are lesser in this mall.

From the data analysis it is found that maximum of respondents mostly agree

about offers in the mall.

From the data analysis it is found that maximum of respondents satisfying from

the associates services in the mall.

From the data analysis it is found that more number of respondents are respond

the very quick service is giving customer service department.

From the data analysis it is found that more number of respondents satisfy by

shopping in the mall.

62


From the data analysis it is found that more number of respondents like to shop in

Big bazaar because of lesser price.

From the data analysis it is found that more number of respondents are visiting

only one time in a month.

From the data analysis it is found that most of the respondents satisfying the

ability of this mall when compare to other city.

.

From the data analysis it is found that most of the respondents are suggest to their

friends/relatives about the mall.

From the data analysis it is found that more number of respondents satisfy about

their overall experience in the mall.

63


CONCLUSION

• Growth of CRM facilitated by growth of IT.

In this age of Information Technology an effective IT planning on the CRM can help the

organization earn a lot of repute.

• New database solutions.

This will help to filter and clean the raw data received from feedbacks more efficiently.

• Mutual benefit through CRM.

The stores and their customers can mutually benefit through the application of CRM. So

at this “era of customers”, the companies should project themselves as customer oriented

as possible to help them benefit in a long term survival plan.

• Effective segmentation of customers.

With more and better quality of data, this can be done very easily.

• Enhancing the shopping solutions.

This is the age of innovation. Especially in Indian markets, low cost innovation is the

ultimate tool to win the battle for the companies. Thus, the companies need to be

innovative with their ideas and always try to deliver the customer with some added value

for their purchase.

64


SUGGESTIONS

1. Big bazaar management should concentrate on electronic goods and cloths for

Improving the sales of those products.

2. Big bazaar management has to give more offers to their products for generating sales.

3. Big bazaar sales persons should improve their skills to give good service to the

customers.

4. Customer service department should increase their response time to the customer

needs.

5. Big bazaar management has to maintain proper sequence while arranging the

products then only all products are visible to the customers.

6. Big bazaar should increase the availability of all brands.

7. Big bazaar management should improve the home delivery service.

8. Big bazaar management should increase volume of toys in the mall to attracting the

children’s to buy those products.

65


BIBLOGRAPHY

66


Principles of marketing : Phillip kotler

Marketing management : Rjan saxena

Customer relationship mgt : jagdish.seth

News papers : Eenadu, Vaartha,D.C ,

Economic times and etc.

Advertisements : Television, Print Media.

Web sites : www.bigbazaar.in,

www.bigbazaar.com

www.bigshoppingmall.com.

www.pantaloons.com

67

http://www.pantaloons.com/

http://www.bigshoppingmall.com/

http://www.bigbazaar.com/

http://www.bigbazaar.in/


APPENDICES

68


Customer Relationship ManagementQuestionnaire

Name:_____________________ Location:__________________

Age:_______________________ Occupation:________________

Gender (M/F):_______________ Education:_________________

Income:_____________________ Mobile No:________________

Q1) How do you know about this Big Bazaar? [ ] a) By advertisement b) Friends & Relatives

Q2) What products do you like to purchase in this mall? [ ]

a) Electronic Goods b) Cloths c) Toys d) Food items

Q3) Do you feel that big bazaar products are lesser price by comparing other malls? [ ]

a) Mostly Agree b) Strongly Agree c) Mostly Disagree d) Strongly Disagree

Q4) Do you satisfied with big bazaar offers? [ ]

a) Mostly Agree b) Strongly Agree c) Mostly Disagree d) Strongly Disagree

Q5) Do you feel that our associates are given good service to you? [ ]

69


a) Good b) Satisfactory c) Average d) Poor

Q6) How do you feel about the time taken by the customer service department Of this mall in meeting your needs? [ ]

a) Very quickb) Delayedc) Responsive

Q7) Are you feeling comfortable by shopping in our mall? [ ]

a) Good b) Satisfactory c) Average d) Poor

Q8) What is the reason select Big Bazaar for shopping? [ ]

a) Lesser Price b) Good Service c) Convince d) Availability of products

Q9) In a month how many times you visited this mall? [ ] a) One time b) Two times c) Three times d) More than three

Q10) How do you find the ability of this mall compared to other city? [ ]

a) Excellent b) Good b) Satisfactory d) Poor

Q11) Will you suggest this mall to your friends/relatives? [ ]

a) Yes b) No

Q12) How do you rate the overall experience with this mall? [ ]

a) Excellent b) Satisfactory c) Good d) Poor

70


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customer relationship management at big bazaar,abids-70-12

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