crm assignment 2

8/4/2019 CRM Assignment 2

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TESCO RETAIL STORES

BY:

Aabhas Vashisht Kunal SahaRishi Raj More Vidhi Jalavadia

Surya Prakash Sharma Kumud Ranjan

MARKETING B



CUSTOMER SERVICE EFFORT

� PRIOR TO LOYALTY CARDS

� Min Price Max Service

±Self Service Store

± Trading Stamp

± RPM Lobby

± Cheap price Model Superstore

± First Class Service

± One In Front



CUSTOMER SEGMENT MODELS BASE

� Affordability Options available for ± Brand Conscious Customers

± Price Conscious Customers

�Value ± Maximum Service for both high involvement as well as

low involvement products

± Attaining Customer Delight

�

Time Saving ± Convenience Store for time conscious, low volume

shopping

± Departmental store for high volume shopping



MARKETING STRATEGY

BENEFIT DERIVED

� Developing an appropriate marketing mix Customer Delight Store Loyalty

� Segmenting the customers in multiple layers

(Every customer Target Customer)� Personalized catalogue and communication for

each segment Influencing purchase decision,buying behavior of the user (not the shopper)

�

Individual marketing

Assurance of high servicequality, retaining customers

� Benefit positioning Competitive edge



OPERATIONAL

� Floor Space Comfortable shopping More

Variety

�

Extra Counter Faster checkout� Inventory Management Always available

� Employee Training Know your Store

�Store Layout Based on Customer feedback



STRATEGIC

� Online presence ± Reduction on floor space and lease cost

± Reduction on frontend staff

± Innovative and market defining strategy

� Employee Training and Development ± Customer is king

± Know your store

± Efficient grievance redressal system

� Lean Systems ± Tie-ups with suppliers

± 99% availability continuous stock replenishment policy



GLOBALIZATION & MULTI RETAILING

� MULTI RETAILING ± Need of Competition.

± Less time with customer, seeks all goods at one place.

±

Vital for foot falls and loyal customer� GLOBALIZATION

± Rising / Saturated domestic competition.

± Demand for better quality products and servicesabroad.

± Higher profit margins and sales.

± Rising economies, per capita disposable incomearound the globe.



GLOBALIZATION & MULTI RETAILING

� STRATEGIES PROPOSED FOR GLOBAL

MARKETS

± Proper access to local market and resources.

± Adaptability towards regional culture and norms.

± Proper care to administrative and inventory

issues.

± Clubcards on global arena Accepted all over.

crm assignment 2

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