SERVICE MARKETING

ASSIGNMENT

TOPIC- bigbasket

Submitted by–
Aman Kumar Abhinav (FRM1908)
Dimanya Narang (FRM1917)
Janvi Chitkara (FRM1924)
Kapil Chouhan (FRM1926)
Rani (FRM1940)
Satyasneha (FRM1948)
About big basket
Bigbasket is the largest online grocery supermarket in India. It was launched in 2011, quite
about the time when e-commerce was in its nascent stage in the country. Bigbasket was
founded by Hari Menon, VS Sudhakar, V S Ramesh, Vipul Parekh and Abhinay Choudhari.
Bigbasket is headquartered in Bengaluru and delivers to various cities in India such as
Hyderabad, Mumbai, Pune, Chennai, Delhi, Noida, Mysore, Coimbatore, Vijayawada-
Guntur, Kolkata, Ahmedabad-Gandhinagar, Lucknow-Kanpur, Gurgaon, Vadodara,
Visakhapatnam, Surat, Nagpur, Patna, Indore and Chandigarh Tricity city limits.

Bigbasket was launched at a time when India's busy workforce in cities was finding it
difficult to allocate time to buy groceries and home essentials. Bigbasket gave them the
flexibility to place their order anytime and get the things delivered at their preferred time.
Bigbasket offers groceries and food supplies in various categories such as fruits & vegetables,
food grains, oil, masalas, bakery items, beverages, branded foods, personal care products,
household supplies, eggs, meat, fish, etc. Bigbasket currently offers more than 18,000
products across various categories and features more than 1000 brands in its catalogue.
Bigbasket comes with the promise of lowest rates and prompt delivery services.
In April 2020, they partnered with American firm Uber and Indian company Rapido to
deliver the essential item to people. Also, in March 2020, they acquired micro-delivery firm,
Daily Ninja.

The company bases its success on three pillars:

1. Order fill rate

2. Offers same day delivery

3. No questions asked customer return policy

These services contributed a high customer loyalty and excellent customer feedback to the
company.

History
Bigbasket was launched in 2011, but its journey had begun much earlier. It was in the year
1999 that a group of people comprising V S Sudhakar, Hari Menon, Vipul Parekh, Abhinay
Choudhari and V S Ramesh launched their online retail business called Fabmart. The
business did quite well and later physical retail malls called Fabmall were launched in various
locations in South India. The business was eventually sold to the Aditya Birla Group and now
it is known popularly as 'More' retail chain. However, the founders were itching to start
something new and with their experience in retail business, they came together once again to
launch Bigbasket in 2011. Bigbasket currently has revenue of around $3.2 million and
approximately 4,000 employees.
Funding
Bigbasket has received funding worth around $526 million. The investors include Alibaba
Group, Abraaj Group, Ascent Capital, Bessemer Venture Partners, Brand Capital, Helion
Venture Partners, ICICI Venture, IFC Venture Capital Group, LionRock Capital, Paytm Mall,
Sands Capital Management, Sands Capital Ventures, Trifecta Capital and Zodius Capital.
There are talks about additional funding of around $200 million, post which, the company
would be valued at around $900 million.

Acquisitions:
bigbasket acquired Delyver in June 2015 for an undisclosed amount. Delyver was also an
online grocery store and its specialty was using local stores to deliver groceries to people.
Now, all business assets of Delyver have been merged with Bigbasket.

Offers by Big basket

 Big basket offers a “bbstar membership” for its customers.

Benefits offered by bbstar membership are:

• Cashback on successful delivery

• No delivery charge
• Reserved delivery slots
• Exclusive bb star offers

• Cancellation policy
 Other offers given by Big basket

• Monthly cashbacks
• Priority slots

• Additional offers
• Big benefits
Financial statics
•Big basket targets revenue of Rs. 6300 crore in FY2020.

•According to Menon, Big basket’s share of total e-commerce grocery business in the country
of $1.20 billion is roughly 50% at $50 million.
•He said “The total online grocery business is expected to touch $2.50 billion by 2020 and
hope to touch $1 billion by then”.

Unique Selling Proposition {USP}

•Single minded focus on quality of fruits and vegetables helped bigbasket earn a reputation.
•A culture where employees think like grocers who have gone online and not just techies who
happen to sell grocery.
Marketing mix Strategy of Big Basket
Marketing mix of Big basket mainly covers the 4 basic p’s of marketing, these are the
marketing strategies which helps the business achieve goals and objectives, but along with it
people, physical evidence, process, customer experience, service innovation have helped the
company to grow.

Product
Big basket is a company focusing on the grocery items being delivered. The main product in
its marketing mix is the website and the app, which allows users to buy groceries and food
online.
Varieties of products offered by the company:

• Fruits and Vegetables

• Food grains, oil and masala
• Bakery and Dairy

• Beverages
• Branded Foods

• Beauty and hygiene

• Household

• Gourmet
• Eggs and Meat

• Baby care
Product is one of the most important components of bb marketing mix .as it serves distinctive
characteristics of product Like-
i) Quality - bigbasket maintain high quality of products .Bigbasket procures raw material
from reliable and sources only

ii) Ease of use - bigbasket sold products that are relatively easy to use
iii) Portfolio broadness - bigbasket provides broad portfolio of product.

Price
Bigbasket always increase its margins by charging the nominal price like Rs.20 fir delivery
for the product that are billed below Rs.1000. Bigbasket also offers nominal discount and
benefits on order around Rs 3000 or 5000, for encouraging the household and individual to
buy the monthly groceries online from bigbasket only .High variable costs are incurred due to
wastage of perishable items, cost of transportation, cost of labor, transportation damage, cost
of storing inventory etc. Although there’s a markup in the price it still tries to keep the prices
competitive with the other players in the market.

Place
Big Basket is spread over many parts of the country which include cities like Bangalore,
Mumbai, Hyderabad, Pune, Chennai, Delhi-NCR, Madurai, Coimbatore, Mysore,
Vijayawada-Guntur, Ahmedabad, and Nashik. Big Basket will soon be expanding their
operations soon to other cities. The customers place their orders online according to their
needs. While doing so, they choose the delivery timings and the mode of delivery.

Big basket provides two types of deliveries:

I. Standard Delivery: In this kind the order is delivered next day.

II. Express Delivery: in this kind the order is delivered within two hours of placing the
order.
Promotion

So basically bigbasket have been using several marketing strategies which helps them to stay
them ahead from various competitors in the industry. Introducing Shahrukh khan as Brand
ambassador with the aim to gaining visibility and getting popularity among the mass market.
Apart from this they also offers periodically offerings to their loyal customers like cash back
offers in Digital wallets as promotional activity.

People
As we all know companies always has to keep up the workforce with their operations. And
big basket is operation orientated business. they works on the efficiency of their delivering
services and making sure to have effect results in the marketplace by leaving the customers
satisfied.

Process
Big basket has been using just in time model since they have come into business. But with
time they are now following inventory model. Where goods are sourced in the advance and
store in the warehouse. They do all the processing from weighting, packaging and sending
out the items to deliver to the customer in the given time.

Physical Evidence
From delivery of the goods, effective services provided by the customer care executives, the
warehouse storage to transportation services etc. These all are include in the physical
evidence of big basket.
Competition faced by Bigbasket
•Big basket competes with various startups in online grocery market.

•Top competitors of Bigbasket are: Grofers, Zopnow, Peppertap, Naturebasket, Aaramshop

etc.
•Even big e-commerce players such as Amazon and Snapdeal have also started selling online
groceries, which is creating even bigger challenges for Bigbasket.
•Even after facing such huge competition Big basket’s revenue is ranked 3rd among its top 10
competitors.

Services Offered by Bigbasket

India’s first comprehensive online megastore, bigbasket.com, brings a whopping 20000+
products with more than 1000 brands,to over 4 million happy customers. From household
cleaning products to beauty and makeup, bigbasket has everything you need for your daily
needs. bigbasket.com is convenience personified They have taken away all the stress
associated with shopping for daily essentials, and you can now order all your household
products and even buy groceries online without travelling long distances or standing in
serpentine queues. Add to this the convenience of finding all your requirements at one single
source, along with great savings, and you will realise that bigbasket- India’s largest online
supermarket, has revolutionized the way India shops for groceries. Online grocery shopping
has never been easier. Need things fresh? Whether it’s fruits and vegetables or dairy and
meat, they have this covered as well! Get fresh eggs, meat, fish and more online at your
convenience. Hassle-free Home Delivery options .They deliver to 25 cities across India and
maintain excellent delivery times, ensuring that all your products from groceries to snacks
branded foods reach you in time.

 Slotted Delivery:
Pick the most convenient delivery slot to have your grocery delivered. From early morning
delivery for early birds, to late-night delivery for people who work the late shift, bigbasket
caters to every schedule.

 Express Delivery:
This super useful service can be availed by customers in cities like Bangalore, Mumbai,
Pune, Chennai, Kolkata, Hyderabad and Delhi-NCR in which we deliver your orders to your
doorstep in 90 Minutes.

 BB Speciality stores:
From bakery, sweets and meat to flowers and chocolates, they deliver your order in 90
minutes, through a special arrangement with a nearby speciality store.
Best features of the Bigbasket app
Numerous categories to choose from. Fresh vegetables and products delivered at your
doorstep. Dynamic bank and wallet offers that bring maximum saving deals and coupons on
big basket shopping. Exclusive in-house brands. Recently launched a Beauty Store for all the
makeup essentials. bbStar membership for users who’d love to grab the best offers with early
access. Express delivery in 90 minutes. Features like bbCookbook for recipes and bbLifestyle
for fashion and beauty tips. Supports user search in 7 languages. The app can be used by
three members of a family simultaneously.

Some Facts about Bigbasket App

The Bigbasket app was launched in May 2013This app was featured in the list of Apple’s
‘The App Store Best of 2017’The app has 10,000,000+ app installs on the Play Store and
App Store Bigbasket’s iOS app supports family sharing feature where up to 6 members can
use the app

Future scope of Bigbasket

•Big basket is charting next phase of growth by juggling offline, online play.
•The company is eyeing to fill the white spaces as it were and expand its offering as an omni-
channel operation.
•The company’s other new initiative is setting up vending machines called bb Instant that are
operational round the clock which has been planned with an eye on the consumer who runs to
the neighborhood store for top-up.
Precautionary Measures by Bigbasket during covid

 “Your safety is our priority. As an additional precaution, all our deliveries will now be
CONTACTLESS”. Our delivery executive on arrival will ring the bell, drop your
items in your bag and will remain at a safe distance until your collect your order.
Please keep a bag outside to help us to organize your products properly.

 All warehouses and hubs are being sanitized frequently with appropriate disinfectants
to ensure all stored products are SAFE.
 All our warehouse employees are being checked for symptoms and are thermally
scanned before entering our warehouses. All warehouse employees use disposable
face masks and gloves.
 Before proceeding for delivery, our delivery executive are being checked for any
symptoms. Any delivery executives falling theses checks are not allowed to proceed
for delivery.
 All deliver executives re equipped with disposable gloves which will be changed after
every delivery.