Big Bazaar: An Indian Retail Chain's Customer Loyalty Initiatives

            
 
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Case Details:

Case Code : MKTG275
Case Length :16 Pages
Period : 2006-2011
Pub Date : 2011
Teaching Note : Not Available
Organization : Big Bazaar ,
Industry : Retail
Countries : India

To download Big Bazaar: An Indian Retail Chain's Customer Loyalty Initiatives case study (Case Code: MKTG275) click on the button below, and select the case from the list of available cases:

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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"Indian consumers are quick to switch loyalty from a smaller retail outlet to bigger ones because of price competitiveness and the wide range of products that they can choose from,"

- Harmendra P Sahni, Chief Operating Officer, Technopak Advisors Pvt Ltd. , in 2010.

"What is important in our journey is not the number of stores, but the customers' faith in us. It's the India and the Indians, which have helped us, reach this feat in such a short time span and today our country is creating a history in the World organized Retail."

-Rajan Malhotra, President, Strategy & Convergence, Big Bazaar, in 2008. ., in 2010

INTRODUCTION

In June 2010, Indian retail giant, Future Group, tied up with Tata Teleservices Ltd (TTSL) to start a unique mobile service called T24 (talk 24 hours). Under the agreement, Future Group offered GSM connections under the brand name T24 to customers visiting its retail outlets across all formats and locations. With a tagline of 'Shop More, Talk More and Talk more Shop More', the mobile GSM service was similar to a loyalty program, wherein a customer would get free talk time when he/she shopped at outlets of Future Group and vice versa. For instance, if a customer spent Rs. 2,001 in Big Bazaar, he/she would get Rs. 84 worth talk time free. Customers were also offered special deals and promotional schemes every time they purchased the paid recharge. According to analysts, the unique retailer-telecom partnership offered an innovative and first-of-its-kind value proposition to customers in India.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

INTRODUCTION cont... - Next Page >>


1]Joe Fernandez, "Official World Cup Sponsors Earning More Recognition," www.marketingweek.co.uk, July 2, 2010..
2]Antonio Lucio, "The World Cup Marketing Battle Between Nike and Adidas Teaches Us that Brands should Focus on Content Creation," www.podermagazine.com, September 9, 2010..
3]Visa Inc. is a global payments technology company that connects consumers, businesses, banks, and governments in more than 200 countries..
4]Nielsen Company is a global marketing and advertising research company headquartered in New York


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