CMS Business School

(Jain Deemed-to-be University)

Batch 2018-20 Semester II

Assignment Topic: Report on Flow Chart of Big Bazaar

Subject: Service Marketing

Assignment No: 03

Submitted to Dr.

Student Name Register/Roll number Section

Reeya S 18MBAR00532 CM1

Akshay Ravindran 18MBAR0281 CM1

Varshith A 18MBAR0485 CM1

Fariba Nabavi 18MBAR0372 CM1

INTRODUCTION:
Big bazaar is a chain of shopping malls in India founded in 2001. Currently it has 350+ outlets,
owned by the “Future Group”. Its head quarter is in Mumbai (Maharashtra). The i d e a f r o m
t h e v er y be g i n ni ng w a s t o m a k e bi g ba za a r , very comfortable for the Indian customer.
Big bazaar is not just another hypermarket. It caters to every need of your family. Where Big Bazaar
scores over other stores is its value for money proposition for the Indian customers. At
Big Bazaar, you will d e f i n i t el y g et th e bes t p r o d u c ts a t t he b es t pr i ce s . I t ha s
o v er 3 6 ,0 0 0+ employees. The revenue of 2015-16 was 110 billion cr.
With the ever increasing array of private labels, it has opened the doors into the world
of fashion and general merchandise including home furnishings, utensils, crockery, cutlery,
sports goods and much more at prices that will surprise you. And this is just the beginning,
Bigbazaar plans to add much more to complete their customers shopping experience.

VISION OF FUTURE GROUP:

Future Group shall deliver everything, everywhere, every time for every Indian consumer din
the most profitable manner.
A service blueprint is always constructed from the customer's perspective. A typical
service blueprint identifies:

PHYSICAL EVIDENCE
Finally, for each customer action, and every moment of truth, the physical evidence
that customers come in contact with is described at the very top of the blueprint.
These are all the tangibles that customers are exposed to that can influence their
quality perceptions.
 The exterior of the building. The interior designs of the building are also
through which customers experience satisfaction.
 How the products are displayed on the shelves and how the staff are dressed.
Customer actions

Customer actions" include all of the steps that customers take as part of the service
delivery process. Customer actions are placed in the top of the blueprint. What
makes blueprinting different from other flowcharting approaches is that the actions
of the customer are central to the creation of the blueprint, and as such they are
typically laid out first so that all other activities can be seen as supporting the value
proposition offered to or co- created with the customer.

The customer first arrives at the retail store and submits his baggage in the baggage
counter. The customer then takes a trolley and visits various product sections. The
customer might enquire for any product if he is not able to locate the product or any
product related quires. In the next process he finalizes the product and pays for the
same according to the bill and leaves the store with the baggage and purchased
products.

Front-stage (Visible Contact Employee) Actions:

The next component is the "onstage contact employee actions," separated from the customer
by the line of interaction. Those actions of frontline contact employees that occur as part of a
face-to face encounter are depicted as onstage contact employee actions. Every time the line of
interaction is crossed via a link from the customer to a contact employee (or company self-
service technology), a moment of truth has occurred.
Here, the security guards direct the customers and checks them before entering. The counter
staff directs the customers to the desired area of purchase. The customer staff helps resolving
any customer issues. The cashier collects the payment for the products purchased.

Back-stage (Invisible Contact Employee) Actions:

The next significant component of the blueprint is the "backstage/invisible contact employee
actions," separated from the onstage actions by the very important line of visibility. Everything
that appears above the line of visibility is seen by the customer, while everything below it is
invisible. Below the line of visibility, all of the other contact employee actions are described,
both those that involve non-visible interaction with customers (e.g., telephone calls) as well as
any other activities that contact employees do in order to prepare to serve customers or that
are part of their role responsibilities.
(The 'line of visibility' separates the front-stage and back-stage actions). Non-visible
steps taken by contact employees behind the line of visibility.

Here, the Supply chain management department controls the supply the products
and manages it according to the demand. The finance department manages the cash
at the cashier counters.

Support Processes:

The fourth critical component of the blueprint is "support processes" separated from
contact employees by the internal line of interaction. These are all of the activities
carried out by individuals and units within the company who are not contact
employees but that need to happen in order for the service to be delivered. Vertical
lines from the support area connecting with other areas of the blueprint show the
inter-functional connections and support that are essential to delivering the service
to the final customer.

Here, the staff trainers here support the on-stage customer supporter by proving
them training on how to deal with customer’s complaints and quires.

The SAP/ERP system support the supply management by making sure enough supplies
are available.

 Line of Visibility: Line that separates front-stage and back-stage actions

Optional inclusions – depending on intended application:

 Line of Interaction which separates customer actions from service provider

actions
 Line of Internal Interaction which separates the back office and the support
process
CONCLUSION:
Big bazaar is a major shopping complex for today’s customers. It is a place where customer fined
variety of products at a reasonable price. Big bazaar has a good reputation of itself in the market.
It has positioned itself in the market as a discounted store. The majority of customers belong to
middle class family. The youth generation also likes shopping and moving around big bazaar.
The major drawback of big bazaar is that it lacks in providing branded products and in quality.
The staff service also does not meet the expectations.