Big Bazaar: An Indian Retail Chain's Customer Loyalty Initiatives
|
|
ICMR HOME | Case Studies Collection
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:
» Marketing Case Studies
» Marketing Management Short Case Studies
» View Detailed Pricing Info
» How To Order This Case
» Business Case Studies
» Case Studies by Area
» Case Studies by Industry
» Case Studies by Company
Please note:
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.
Chat with us
Please leave your feedback
|
Case Details:
|
Price: |
| Case Code |
: |
MKTG275 |
For delivery in electronic format:
Rs. 500;
For delivery through courier (within India): Rs. 500 + Shipping & Handling Charges extraThemes
Brand Management / Marketing Communication / Ambush Marketing
|
| Case Length |
: |
16 Pages |
| Period |
: |
2006-2011 |
| Pub Date |
: |
2011 |
| Teaching Note |
: |
Not Available |
| Organization |
: |
Big Bazaar ,
|
| Industry |
: |
Retail |
| Countries |
: |
India |
Abstract:
|
This case is about the customer loyalty initiatives at Big Bazaar, one of the largest retail chains in India. To maintain a loyal customer base, Big Bazaar came out with several promotional and loyalty programs which offered special discounts and rewards to customers. The hypermarket chain offered a host of value-added services to its customers and set a new level of standard in price, quality, convenience, and service. The case provides an overview of the different customer loyalty initiatives launched by Big Bazaar and their features.
|
|
It also discusses the different loyalty cards introduced by Big Bazaar in association with ICICI Bank. The case concludes with a question on whether customer loyalty programs affect the purchase decision of customers and the challenges that Big Bazaar has to face in maintaining and extending customer loyalty at a time when the Indian consumer is spoilt for choices. This case is aimed at MBA/MS level students as part of the Retail Management/ Consumer Behavior/ Brand Management curriculum.
Issues:
The case will help the students:
» Understand the importance of customer loyalty, particularly in the retail industry.
» Study the different customer loyalty programs initiated by Big Bazaar.
» Understand the role of co-branded credits cards in customer loyalty programs
» Understand the concept of customer relationship management
» Explore strategies that Big Bazaar can adopt in the future to increase customer loyalty
Contents:
Keywords:
Customer loyalty, Customer satisfaction, Customer relationship management, Customer loyalty program, Indian, consumer, Consumer Behavior, Promotion,Price,Quality, Convenience, Service, Value-Added Services, Loyalty Cards, Retail industry, Hypermarket chain, Big Bazaar
INTRODUCTION
- Next Page>>
|
|
