SERVICES MARKETING

Case study: Home Solution (India) Limited- Kitchen

Section

PGDM(SM):2019-21

Submitted to- Submitted by-

Prof. Poonam Sharma Ritesh Kumar Singh
(PGSF1929)
 HOME SOLUTIONS (INDIA) LIMITED, A FUTURE GROUP
COMPANY

SUMMARY OF THE CASE

Home solution India Limited is a part of Future Group an Indian private conglomerate
headquartered in Mumbai. Future Group has made presence in many areas such a
Supermarket chains, retail and fashion integrated food and FMCG manufacturing sectors.
Hometown was launched in 2007 at Great India Place and was a complete home making
solution under one roof, it was divided into three sections- exhibition, market and services
 Exhibitions: Puts up a live display of various rooms such as living room, dining room,
bedroom, kids’ room, kitchen and bathroom.
 Markets: Featured products for living room, dining room, bedroom, kid’s room, kitchen
and bathroom, home furnishing, mattresses and Depot.
 Services: this section offered service such as Mr.Carpenter, Mr.Plumber, Mr.Electrician,
door delivery and installation
Future group vision
Everything, Everywhere, Every time for every Indian customer in the most profitable
manner.
Future Group Mission
• Customers to be served by creating & executing future scenarios in consumption space
leading to economic development.
• Trendsetters in evolving delivery formats, retailing, affordable consumption for customer.
Future Group Core Values
• Indianness confidence in ourselves
• Thought & business Leadership
• Respect & humility • Introspection
• Open & receptive to new ideas, knowledge & information
Home Town maintained its USP as “AB GHAR BANANA KITNAAASAAN”
Slogans of the company is: “KEEL SE KAMRE TAK, GHAR BANANE KI SAARI
CHEEZEIN AB EK CHAT KE NICHE”

FACTS OF THE CASE:

 Mrs Raj Dogra a middle-aged working woman wanted to revamp her home
 She wanted to have a kitchen with smart design
 Mr Vipin, the in charge of designing the kitchen had a meeting with Mrs Dogra and
discussed the design of the kitchen
 On May 9th 2007 the design was finalized at Rs1,11,000 and its delivery date was on 9th
June 2007
 Mr Vipin handed over the blueprint and ask Mrs Dogra to make some changes in the
kitchen so she got the preliminary work done
 Mrs Dogra’s kitchen was inspected after she made several requests for that and the
technical staff approved the space
 On 6th June Mrs Dogra contacted Mr Vipin to which he was unsure about delivery and
didn't make any commitment
 Mrs Dogra went to the store on 8 June and Mr Vipin tried to hide as he did not want to
face her
 Mrs Dogra was told that the stock was not available she was embarrassed as she had
temporally made shifted the kitchen to bathroom
 Mr Vinod the head of kitchen section Mumbai told Mrs Dogra that the stock could only
be available after 3 months and she was a assured that on 19th June that is after 10 days
product will be delivered
 On 14 June she received a SMS that have products will get air lifted on 20th June
 On 21st June she was told that it was getting delayed because of rains and blocked roads
to which she was confused as she was told that it is getting airlifted
 Mrs Dogra send mail to Pantaloon customer care cell and requested that matter to be
brought in note of Mr Kishore Biyani
 Material finally arrived on June 27 but when the carpenter came, he discovered that
material is short supplied and the kitchen was not ready for installation and needed some
plumbing work
 The kitchen was completely spoilt now and even the colour and material of the shutter
chosen by the customer was also different she was promised to get it changed by July 4
 Till August 3 Mrs Dogra was waiting to get the carpenter work completed

ANALYSIS OF THE PROBLEMS

Lack of relationship emphasis: The key goal would be to develop a long-term relationship
and not just close the deal that wasn't a positive thing on the company's side, they weren't
empathetic towards her.
Slow service recovery: Mrs Dogra regularly followed up and she was still unable to respond
as she had vowed to stop her
Lack of communication: There was no proper channel of contact between Mr Vipin and Mr
Vinod, because the issues faced by Mrs Dogra were never discussed and never reported to the
higher management
Bad service delivery: The process was very unsystematic and unstructured commitments
were made but the norm set was not met as per the needs of the customer and Expectations
the whole kitchen look was spoiled only because of the store's ignorance
Overpromising: Home Town did not leave any opportunity in overpromising. Right from
the time that the modules would be fabricated at the company’s world class facility at
Nagpur, to assurance of desired shutters, employees had only made false promises to
Mrs.Dogra.
Performance gaps: There was no coordination and no accountability Mr. Vipin said the
kitchen was being airlifted but later she was told that it was getting delayed because roads
were blocked this caused a lot of uncertainty even the technical staff sent for inspection
wrongly approved the space ready for installation there was over promising for insurance and
inadequate customer service 

RECOMMENDATION
 Company Have a proper Grievance Redressal system, once the grievance is received it is
verified, action taken is planned, approved and taken
 Priority should be focused on building long-term customer relationships and not only on
closing off deals
 Market research on consumer’s needs to be carried out correctly and feedback needs to be
taken very seriously
 Motivating employees to face service delivery failures and how to handle them. Providing
incentives if they achieve objectives and targets so that employees are motivated.
 The service failures must be taken seriously and also services must be benchmark and
incentives must be provided so as to motivate the employees
 The intermediaries and networks must be adequately monitored and managed and clear
between consumers and the services rendered. Every single move has to be traceable
 There must be no over promising but realistic promises must be made so that they can be
achieved