You are on page 1of 16

Big Bazaar

Communication Strategies and the way ahead!

Introduction
A chain of shopping malls in India currently with 101 outlets owned by Kishore Biyani Future Group Reflects the look and feel of Indian bazaars at their modern outlets A few thousand customers on any regular day 1,70,000 products under one roof Saravana Stores, Chennai 1,37,367

Communication Strategies
Customer Communication Internal Communication

Outward

Top-down

Inward

Floor Level

Customer Communication

Visual Merchandizing Signage

Announcements

Employee Communication

Newspapers

Leaflets

Digital

Toll free/ Feedback Form

Promotions And Advertisements


Keep West-aSide! Make a choice! Shoppers! Stop, Make a choice! Change your Lifestyle! Make a choice!

Creating occasions to consume!


1
2

Mahabachat

Sabse chikna kaun campaign!


Detergent mela Indian Beverage League

3 4

5
6 7

Juice Festival
Dal chawal mela Monthly Bachat Bazaar

Internal Communication
Top-Down
Notices a) Roaster : Weekly Schedule of the workers b) Perk Achievement : Sales Target c) SOP : Training of Employees CH Intranet Internal Network NCR WEBEX Video Conferencing
ch
CHMumbai

ch

ch

On Floor Communication
Customer Sewa Desk : A place where all the queries and issues are logged and then forwarded to respective verticals. Intranet for local communication

Counter

CSD

Vertical

Sample Mail from HR

HQ(Mumbai)

Country Head

Business Head

Zonal Office(Gurgaon) Area Store

DGM

AM

SM

ASM

ADM/DM

TL

TM

Strengths: Better understanding of the customers Vast range of products attracts customers to shop with family Benefit of early entry into retail industry Diversified business operating pan India Scale of business

Weakness: High cost of operation dude to high fixed cost Very thin margin High attrition rate of employees

SWOT

Opportunity: Lot of potential in rural market Can enter into production of various products due to its In depth understanding of customer taste and preference Can easily expand in smaller cities where there is lot of opportunity

Threats: High business risk involved Lot of competitors coming up to tap the market Margin of business keeps on reducing all the time.

What we recommend!

Our take!
Retailing through internet an web based technologies

CRM and improved in-store assistance

Build loyal customer base

Customer guide centre for counseling

Training must be provided to sales personnel for counters as well as other function also

Stress Buster Exercises Improvised billing to reduce waiting time for customers More brands should be included

Seating arrangements

Provide what is needed rather what is available

Home Delivery

Aggressive expansion in Tier 2 cities Store personnel should be more friendly and easily accessible Effective after Sales service

Local brands in Tier 2 cities

Tie up with telecom companies for promotions Extensive Distribution network to lap up any opportunity from foreign entrants

End!

You might also like