A
Project Report
On
Studying of the Customer Relationship Management for Varun
Motors Hyderabad
TABLE OF CONTENT
SERIAL No.TITLEPAGE No.
CHAPTER-1
1.1RATIONAL STUDY2
CHAPTER-2
2.1PROJECT TITLE4
2.2OBJECTIVE OF STUDY4
2.3SCOPE OF THE STUDY4
CHAPTER-3
3PROFILE OF THE COMPANY5-17
CHAPTER-4
4.REVIEW OF LITERATURE18-24
CHAPTER-5
5.RESEARCH METHODOLOGY25-31
CHAPTER-6
6.DATA ANALYSIS & INTERPRETATION32-40
CHAPTER-7
7.FINDINGS42
CHAPTER-8
8.LIMITATIONS44
CHAPTER-9
9.CONCLUSION& RECOMMENDATIONS46
10APPENDIX47-49
11BIBLIOGRAPHY51
LIST OF TABLES
TABLE 6.1CUSTOMERS SATISFACTION FOR VARUN MOTORS33
TABLE 6.2Which version of the models are mostly demanded by the
customers34
TABLE 6.3Features of Maruti Suzuki35
TABLE 6.4What is the Performance of the Car36
TABLE 6.5After servicing vehicle delivered at the promised
time?37
TABLE 6.6What rank you will give to Maruti company as for the
satisfaction level?38
TABLE 6.7What type of repot shared between Customer and
dealer?39
TABLE 6.8About Company after Sales Service40
LIST OF FIGURES
FIGURENO. 6.1CUSTOMERS SATISFACTION FOR VARUN MOTORS33
FIGURENO.6.2Which version of the models are mostly demanded by
the customers34
FIGURE NO. 6.3Features of Maruti Suzuki35
FIGURE NO. 6.4What is the Performance of the Car36
FIGURE NO. 6.5After servicing vehicle delivered at the promised
time?37
FIGURE NO. 6.6What rank you will give to Maruti company as for
the satisfaction level?38
FIGURE NO. 6.7What type of repot shared between Customer and
dealer?39
FIGURE NO. 6.8About Company after Sales Service40
CHAPTER -1Rationale for the StudyIn todays intensely
competitive, rapidly changing and highly complex environment
characterize by diminishing customer loyalty, the need to be market
focused and customer centric is more critical than any other time
in past. It is highly imperative for every organization to retain
and use valuable information about their customer to enhance their
business strategies and product and service offerings. Today, the
key focus area of much organization is identification of a link
between customer satisfaction and performance. However,
satisfaction as the confirmation of expectation has started to be
conceptualizing almost as a threshold for customers. The delivery
of satisfaction is the minimum the customer expects.
After completing the primary formalities for vocational
training, the approach followed for the project was by .having
debatable discussion on various topics with the project guide, and
keeping in mind the total time duration 8 weeks, the project title
Study of the Customer Relationship Management for Varun Motors
Hyderabad was decided. Primarily, the researcher was given some
random idea about this project at Varun Motors. After having very
basic understanding about its objective and its importance in the
organization, helped in understanding the project better so as to
make platform for analysis. The objective behind making this
project is to have the knowledge of the practices of Maruti
Services by the Marketing Department. Maruti Suzuki India Limited
50% smaller, fewer, lighter and more beautiful. style and design
quotient (formerly Maruti Udyog Limited), a subsidiary of Suzuki
Motor Corporation of Japan, is India's largest passenger car
company, accounting for over of the domestic car market. From its
very inception,Maruti Suzuki has brought to India,a simple yet
powerful apanese philosophy The benefits of product quality, safety
and cost consciousness have been fused and filliped in order to
present the Indian populace with cars high on the . The extreme
relevance of our brands in the Indian car arena, in beat with the
lifestyles and desires of our changing nation has made us the
market favourites, for over two decades. Gaining ground from
strength to strength, we are inspirited now more than ever,to push
boundaries and conquer new horizons.
The Indian economy grew at an impressive 9 percent in GDP during
2014-15. Of late, inflation has hardened and oil and certain other
commodity prices have shot up, resulting in higher interest rates
and an uncertain outlook for the very near term. However, the
country's economy is still expected to continue to grow robustly,
if at a slightly slower pace. CHAPTER -2Objective of the
StudyProject Title:
Study of the Customer Relationship Management for Varun Motors
HyderabadObjective of project:
Primary objective:
To study the customer awareness about Maruti Suzuki, & Varun
Motors.
To enhance the sale of Maruti Suzuki in the showroom.
To know the reason for the loss of inventory.
Secondary objectives
To analyze the customer buying behavior.
To find out the satisfaction level of the customers at Varun
Motors showroom.
To study the effect of event and promotion.
To make various suggestion on the improvement of the Varun
Motors.
Scopes:
Study is restricted to various parts of Hyderabad which include:
Begumpet. The scope of the study is restricted to Customer
Relationship Management only Time frame-there is limited time of
two months June to December 2014CHAPTER -3Profile of the
CompanyCompany ProfileMaruti Suzuki is one of India's leading
automobile manufacturers and the market leader in the car segment,
both in terms of volume of vehicles sold and revenue earned. Until
recently, 18.28% of the company was owned by the Indian government,
and 54.2% by Suzuki of Japan. The Indian government held an initial
public offering of 25% of the company in June 2003. As of May 10,
2007, Govt. of India sold its complete share to Indian financial
institutions. With this, Govt. of India no longer has stake in
Maruti Udyog.Maruti Udyog Limited (MUL) was established in February
1981, though the actual production commenced in 1983 with the
Maruti 800,based on the Suzuki Alto key car which at the time was
the only modern car available in India, its' only competitors- the
Hindustan Ambassador and Premier Padmini were both around 25 years
out of date at that point. Through 2004, Maruti has produced over 5
Million vehicles. Marutis are sold in India and various several
other countries, depending upon export orders. Cars similar to
Marutis (but not manufactured by Maruti Udyog) are sold by Suzuki
and manufactured in Pakistan and other South Asian countries. Its
manufacturing facilities are located at two facilities Gurgaon and
Manesar south of New Delhi. Marutis Gurgaon facility has an
installed capacity of 350,000 units per annum. The Manesar
facilities, launched in February 2007 comprise a vehicle assembly
plant with a capacity of 100,000 units per year and a Diesel Engine
plant with an annual capacity of 100,000 engines and transmissions.
Manesar and Gurgaon facilities have a combined capability to
produce over 700,000 units annually. During 2014-15, Maruti Suzuki
sold 764,842 cars, of which 53,024 were exported. Maruti Suzuki
offers 13 models, Maruti 800, Omni, Alto, Versa, Ritz, Gypsy, A
Star, Wagon R, Zen Estilo, Swift, Swift Dzire, SX4, and Grand
Vitara. Swift, Swift dzire, A star and SX4 are maufactured in
Manesar, Grand Vitara is imported from Japan as a completely built
unit (CBU), remaining all models are manufactured in Maruti
Suzuki's Gurgaon Plant.Established in December 1983, Maruti Suzuki
India Ltd. has ushered a revolution in the Indian car industry.
This car is meant for an average Indian individual which is
affordable as well as has elegant appeal. Maruti Suzuki India Ltd.
is the result of collaboration of Maruti with Suzuki of Japan. At
this time, the Indian car market had stagnated at a volume of
30,000 to 40,000 cars for the decade ending 1983. This was from
where Maruti took over.The company has crossed the milestone of
becoming the first Indian company in March 1994, by manufacturing
in totality one million vehicles. It is known for its
mass-production and selling of more than a million cars. Maruti
Suzuki India Ltd. is the India's largest automobile company which
entered in the market with affirmed aim to render high quality fuel
efficient and low - cost vehicles.More than half the number of cars
sold in India wear a Maruti Suzuki badge. We are a subsidiary of
Suzuki Motor Corporation Japan. We offer full range of cars- from
entry level Maruti 800 & Alto to stylish hatchback Ritz, A
star, Swift, Wagon R, Estillo and sedans DZire, SX4 and Sports
Utility vehicle Grand Vitara.Since inception, we have produced and
sold over 7.5 million vehicles in India and exported over 500,000
units to Europe and other countries. Our turnover for the fiscal
2008-09 stood at Rs. 203,583 Million & Profit After Tax at Rs.
12,187 Million.
Sales figure in the year 1993 has reached up to 1,96,820. Maruti
comes in a variety of models in the 800 segment. Its cars operate
on Japanese technology, pliable to Indian conditions and Indian car
users. By the year 1998-99, the company has modernize the existing
facilities and expand its capacity by 1,00,000 units.
Recently to ward off the growing competition, Maruti has
completed Rs. 4 billion expansion project at the current site,
which has raised the total production capacity to over 3,20,000
vehicles per annum. With the coming of each and every year, the
total production of the company exceed by 4,00,000 vehicles. In the
small car segment it produces the Maruti 800 and the Zen. The big
car segment includes the Maruti Esteem and the Maruti 1000. Along
with them, the company also manufactures Maruti Omni. Other models
includes Wagon R and the Baleno.Headquarter in Gurgaon, on 17
September 2007, Maruti Udyog was renamed to Maruti Suzuki India
Limited. Both in terms of volume of vehicles sold and revenue
earned, the company is India's leading automobile manufacturers and
the market leader in the car segment. Sales recorded in June 2008,
is Rs. 4,753.58 crores.
MISSIONAn Organizations mission is the purpose or reason for the
organizations existence, means, what the company is providing to
society.
Maruti seeks to create a more prosperous society through
automotive manufacturing
Mission critical attitude and fiscal prudence has been a way of
life within Maruti, good or bad times notwithstanding. And what has
fuelled this over the last 18 months is the Japanese major's 3-G
philosophy pushed by Nakanishi, which he refers to as 'going back
to basics'. "Arm chair management doesn't help," says Nakanishi.
Genba (go to actual spot), Genjitsu (see what's happening) and
Gembutsu (identify actual problem) have laid down the framework for
Maruti in its 3-year rolling plan till 2010-11. Marutis fundamental
mission is to contribute to peoples lifestyles, society, and the
economy through automotive manufacturing. In upholding this
mission, we have always focused on the future of the automobile
industry when deciding how best to position our company.VISIONWhile
the global economy is deep in the recession roil and its tremors
being felt in India, the country's largest automaker seems unfazed,
What is helping Maruti today, is the company's ability to
constantly innovate even beyond product ,so the companys vision is
We have to ensure that any disruption in the environment doesn't
jeopardize your market position. If we say this vision in one line
then it is Marutis aims to achieve long-term, stable growth in
harmony with the environment, the global economy, the local
communities it serves, and its
stakeholders. Facilities
Maruti Suzuki has two state-of-the-art manufacturing facilities
in India. The first facility is at Gurgaon spread over 300 acres
and the other facility is at Manesar, spread over 600 acres in
North India.
The Gurgaon facility
Maruti Suzuki's facility in Gurgoan houses three fully
integrated plants. While the three plants have a total installed
capacity of 350,000 cars per year, several productivity
improvements or shop floor Kaizens over the years have enabled the
company to manufacture nearly 700,000 cars/ annum at the Gurgaon
facilities.The entire facility is equipped with more than 150
robots, out of which 71 have been developed in-house. More than 50
per cent of our shop floor employees have been trained in Japan.
Our Gurgaon facility also houses `K' Engine plant. The `K' family
engine plant has an installed annual capacity of 240,000 engines
and was commissioned in 2008.Spread over an area of 20,300 m2, the
`K' family engine facility is part of the Rs 9,000 crore investment
plan drawn by Maruti Suzuki and Suzuki Motor Corporation. The next
generation `K'engine like all Maruti Suzuki earlier technologies is
highly fuel efficient, while offering the best in refinement and
performance.It will take the engine technology to the next level in
India. A-Star is the first car to be powered by `K' family engine.
The forthcoming models will be powered by other `K' family engines
The in-line plant layout consisting of Casting, Machining and
Assembly processes has high level of automation, effective material
handling and inventory reduction techniques in place, aimed for
high operational efficiency. The facility employs global
manufacturing best practices like cold testing, 100% on line
automated checks to ensure global quality.
The Manesar facility
Our Manesar facility has been made to suit Suzuki Motor
Corporation (SMC) and Maruti Suzuki India Limited's (MSIL) global
ambitions. The plant was inaugurated in February 2007. At present
the plant rolls out World Strategic Models Swift , A-star & SX4
and DZire.The plant has several in-built systems and mechanisms.
There is a high degree of automation and robotic control in the
press shop, weld shop and paint shop to carry on manufacturing work
with acute precision and high quality.
The plant is designed to be flexible: diverse car models can be
made here conveniently owing to automatic tool changers,
centralized weld control system and numerical control machines that
ensure high quality. The plant at Manesar is the company's fourth
car assembly plant and started with an initial capacity of 100,000
cars per year. This will be scaled up to 300,000 cars per year by
October 2008.Diesel Engine Plant- Suzuki Powertrain India
Limited
Suzuki Powertrain India Limited the diesel engine plant at
Manesar is SMC's & Maruti's first and perhaps the only plant
designed to produce world class diesel engine and transmissions for
cars. The plant is under a joint venture company, called Suzuki
Powertrain India Limited (SPIL) in which SMC holds 70 per cent
equity the rest is held by MSIL.
This facility has an initial capacity to manufacture 100,000
diesel engines a year. This will be scaled up to 300,000
engines/annum by 2010.Road Safety And Maruti Suzuki
Maruti Suzuki has already trained around 450,000 persons in safe
driving in the last few years. Through the National Road Safety
Mission, the company plans to touch a total of million persons in
the next few years.
Maruti Suzuki contributes towards road safety through its IDTR
and MDS initiatives.
National Road Safety
Taking forward its commitment to Road Safety, Maruti Suzuki has
adopted a National Road Safety Mission.
Under the mission Maruti Suzuki will Train 500,000 people in
safe driving in the next 3 years across India.
While utilizing the existing 2 Institutes of Driving Training
and Research (IDTR) in Delhi and the 50 Maruti Driving Schools
(MDS) across the country the company will enter into partnerships
with state governments for more IDTRs and with its dealers for more
MDS.
Of the 500,000 people to be trained, at least 100,000 will be
people from
Underprivileged section of society, who are keen to take driving
as a profession.
In addition, Maruti Suzuki will continue to support to
government and industry in their efforts for road safety.Maruti
Exports
Maruti Suzuki exports entry-level models across the globe to
over 100 countries and the focus has been to identify new markets.
Some important markets include Latin America, Africa and South East
Asia.
Interestingly with a brand new offering A-star, Maruti Suzuki is
ready to take on European markets.Maruti Suzuki sold 53,024 units
during 2014-15. This is the highest ever export volume in a year
for the company, and marked a growth of 35 per cent over the
previous year.
Maruti Suzuki has exported over 552,000 units cumulatively with
about 280,000 units to Europe and Israel Big ticket to Europe .The
year 2014 holds the big ticket to Europe. The export effort will be
led by Suzuki's fourth World Strategic Model, A-star, which is
being manufactured exclusively in Maruti Suzuki. Maruti Suzuki has
been exporting cars for more than a decade, and customers in India
draw reassurance from the fact that cars manufactured by Maruti
Suzuki have a place in the most demanding markets. Quote UnQuote,
S. Nakanishi, MD & CEO, MSIL The first export shipment of
Maruti Suzuki's World Strategic Model A-star set out for Europe in
early January from the newly built Mundra port. Branded as Suzuki
Alto in Europe, this marks Suzuki's re-entry into the European
small-car market. Maruti Suzuki had unveiled the Suzuki World
Strategic Model A-star in mid-November 2008. The car has been
tastefully designed keeping in mind the discerning European and
Indian customers. The compact car with a brand new design is also
one of the finest in terms of environment friendliness. Maruti
Suzuki is looking forward to increase its export volumes manifold
and enhance its presence in Europe through the A-star. To meet the
infrastructure demand Maruti Suzuki has forged partnerships with
the Adani group to set up a mega car terminal at Mundra.Dedicated
car terminal facilityThe mega car terminal facility being developed
at Mundra is a part of the long term agreement signed between
Maruti Suzuki and MPSEZL last year to develop a dedicated car
handling facility. The mega car terminal, being built with an
initial investment of Rs 100 crore (INR 1 billion) will conform to
international standards. The facility is expected to bring global
efficiencies to the auto logistics industry and will help bring
India on the global automotive logistics map.The car terminal is
expected to be fully operational by March 2014. The facility would
also house a state-of-the-art 'Wash Inspection and Waxing Centre',
a car stockyard and a dedicated 'buffer area' for cars to be parked
before loading onto the ship."Maruti Suzuki has ambitious plans for
exports. Maruti Suzuki has the technology, skills and manufacturing
capabilities to build global quality cars for international
markets. However, to match our export ambitions, we needed
infrastructure support like a dedicated car terminal. With this
initiative and with partners like MPSEZL and NYK, we have
confidence that our exports volumes would grow manifold. It is
indeed a big leap in automotive logistics for India." Quote
UnQuote, S. Nakanishi, MD & CEO, MSIL at the inaugural
shipment.Maruti Suzuki & Motor Sports
Be it a motorsport enthusiast, an amateur or a professional,
Maruti Suzuki offers the thrill and joy of motorsport to all of
them. The Maruti Suzuki motorsport calendar is packed with exciting
motoring events. For families, there are events like Women's Fun
Drive and Treasure Hunt throughout the year, across cities. The
Maruti Suzuki Autocross brings action for amateurs and
professionals, together. But what makes the Maruti Suzuki
motorsport calendar an attraction in India (and internationally
too) are Maruti-Suzuki Raid-de-Himalaya, Maruti Suzuki Rally Desert
Storm and Maruti Suzuki Monsoon Car Rally of Kerala.
Board of Directors
Mr. R. C. Bhargava Mr. Shinzo Nakanishi Mr. Manvinder Singh
Banga
Chairman Managing Director and CEO Director
Mr. Amal Ganguli Mr. D. S. Brar Mr. Keiichi Asai
Director Director DirectorMr. Osamu Suzuki Mr. Shuji Oishi Ms.
Pallavi Shroff
Director Director DirectorMr. Kenichi Ayukawa Mr. Tsuneo
Ohashi
Director Director and Managing Executive Officer (Production)As
a responsible corporate citizen, Maruti Suzuki India Limited
('Maruti' or "the Company") has always believed in following
highest standards of Corporate Governance. Being a listed Company,
every act of the Company, its Board Members and its employees is
the focus of public attention and accordingly, there is a need to
reinforce Maruti's commitment towards maintaining highest standards
of Corporate Governance. This Code of Business Conduct and Ethics
("Code of Conduct" or "Code") helps ensure compliance with our
standards of business conduct & ethics and also with regulatory
requirements. All Senior Management Personnel are expected to read
and understand this Code of Business Conduct and Ethics, uphold
these standards in day-to-day activities and also comply with all
applicable standards, policies and procedures of the company. This
policy should be read in conjunction with applicable regulations
& existing policies & procedures of the Company. You can
also contact the Secretarial & Legal Department if you have any
questions or clarifications.
Company ProductsOffers 14 models of cars such as:
Maruti 800 launched 1983 Maruti Omni launched -1984 Maruti Gypsy
launched -1985 Maruti Zen launched -1990 Maruti Alto launched -2000
Maruti Wagon-R launched -2002 Maruti Versa launched -2003 Maruti
Grand Vitara launched -2004 Maruti Suzuki Swift launched -2005
Maruti Zen Estilo launched -2006 Maruti Suzuki SX4 launched -2007
Maruti Swift Dzire launched -2008 Maruti A-Star launched -2008
Maruti Suzuki Ritz launched -2014 In spite of all these models,
Baleno failed to meet the customer expectations.
Key success factor(1)The Quality AdvantageMaruti Suzuki owners
experience fewer problems with their vehicles than any other car
manufacturer in India (J.D. Power IQS Study 2004). The Alto was
chosen No.1 in the premium compact car segment and the Esteem in
the entry level mid - size car segment across 9 parameters.
(2)A Buying Experience like No Other
Maruti Suzuki has a sales network of 307 state-of -the-art
showrooms across 189 cities, with a workforce of over 6000 trained
sales personnel to guide MUL customers in finding the right
car.
(3)Quality Service across 1036 Cities
In the J.D. Power CSI Study 2004, Maruti Suzuki scored the
highest across all 7 parameters: least problems experienced with
vehicle serviced, highest service quality, best in-service
experience, best service delivery, best service advisor experience,
most user-friendly service and best service initiation
experience.92% of Maruti Suzuki owners feel that work gets done
right the first time during service. The J.D. Power CSI study 2004
also reveals that 97% of Maruti Suzuki owners would probably
recommend the same make of vehicle, while 90% owners would probably
repurchase the same make of vehicle.
(4)One Stop Shop
At Maruti Suzuki, customers will find all car related needs met
less than one roof. Whether it is easy finance, insurance, fleet
management services, exchange- Maruti Suzuki is set to provide a
single-window solution for all car related needs.
(5) The Low Cost Maintenance Advantage
The acquisition cost is unfortunately not the only cost
customers face when buying a car. Although a car may be affordable
to buy, it may not necessarily be affordable to maintain, as some
of its regularly used spare parts may be priced quite steeply. Not
so in the case of a Maruti Suzuki. It is in the economy segment
that the affordability of spares is most competitive, and it is
here where Maruti Suzuki shines.
(6)Lowest Cost of Ownership
The highest satisfaction ratings with regard to cost of
ownership among all models are all Maruti Suzuki vehicles: Zen,
Wagon R, Esteem, Maruti 800, Alto and Omni.
(7) Technological Advantage
It has introduced the superior 16 * 4 Hypertech engines across
the entire Maruti Suzuki range. This new technology harnesses the
power of a brainy 16-bit computer to a fuel-efficient 4-valve
engine to create optimum engine delivery. This means every Maruti
Suzuki owner gets the ideal combination of power and performance
from his car.
CHAPTER -4REVIEW OF LITERATUREC.R.M
Customer relationship management (CRM) consists of the processes
a company uses to track and organize its contacts with its current
and prospective customers. CRM software is used to support these
processes; information about customers and customer interactions
can be entered, stored and accessed by employees in different
company departments. Typical CRM goals are to improve services
provided to customers, and to use customer contact information for
targeted marketing.
While the term CRM generally refers to a software-based approach
to handling customer relationships, most CRM software vendors
stress that a successful CRM effort requires a holistic approach.
CRM initiatives often fail because implementation was limited to
software installation, without providing the context, support and
understanding for employees to learn, and take full advantage of
the information systems. CRM tools should be implemented "only
after a well-devised strategy and operational plan are put in
place". CRM can be implemented without major investments in
software, but software is often necessary to explore the full
benefits of a CRM strategy. Other problems occur when failing to
think of sales as the output of a process that itself needs to be
studied and taken into account when planning automation. From the
outside, customers interacting with a company perceive the business
as a single entity, despite often interacting with a number of
employees in different roles and departments. CRM is a combination
of policies, processes, and strategies implemented by an
organization to unify its customer interactions and provide a means
to track customer information. It involves the use of technology in
attracting new and profitable customers, while forming tighter
bonds with existing ones.
CRM includes many aspects which relate directly to one
another:
Front office operations Direct interaction with customers, e.g.
face to face meetings, phone calls, e-mail, online services
etc.
Back office operations Operations that ultimately affect the
activities of the front office (e.g., billing, maintenance,
planning, marketing, advertising, finance, manufacturing, etc.)
Business relationships Interaction with other companies and
partners, such as suppliers/vendors and retail
outlets/distributors, industry networks (lobbying groups, trade
associations). This external network supports front and back office
activities.
Analysis Key CRM data can be analyzed in order to plan
target-marketing campaigns, conceive business strategies, and judge
the success of CRM activities (e.g., market share, number and types
of customers, revenue, profitability).
Proponents of CRM software claim that it doesn't only allow more
effective ways of managing customer relationships, but also more
customer-centric ways of doing business. Executives often cite the
need for the proper tools as a barrier to delivering the experience
their customers expect. A 2014 study of over 860 corporate
executives revealed only 39% believe that their employees have
tools and authority to solve customer problems. Types/variations of
CRMThere are several different approaches to CRM, with different
software packages focusing on different aspects. In general,
Customer Service, Campaign Management and Sales Force Automation
(SFA) form the core of the system (with SFA being the most
popular).
Operational CRMOperational CRM provides support to "front
office" business processes, e.g. to sales, marketing and service
staff. Interactions with customers are generally stored in
customers' contact histories, and staff can retrieve customer
information as necessary. The contact history provides staff
members with immediate access to important information on the
customer (products owned, prior support calls etc.), eliminating
the need to individually obtain this information directly from the
customer. Reaching to the customer at right time at right place is
preferable. Operational CRM processes customer data for a variety
of purposes:
Managing campaigns
Enterprise Marketing Automation
Sales Force Automation
Sales Management System
Analytical CRMAnalytical CRM analyzes customer data for a
variety of purposes:
Designing and executing targeted marketing campaigns
Designing and executing campaigns, e.g. customer acquisition,
cross-selling, up-selling, addon-selling
Analyzing customer behavior in order to make decisions relating
to products and services (e.g. pricing, product development)
Management information system (e.g. financial forecasting and
customer profitability analysis) Analytical CRM generally makes
heavy use of data mining and other techniques to produce useful
results for decision-making. It is at the analytical stage that the
importance of fully integrated CRM software becomes most apparent.
Logically speaking, the more information that the analytical
software has available for analysis, the better its predictions and
recommendations will be.
Sales Intelligence CRMSales Intelligence CRM is similar to
Analytical CRM, but is intended as a more direct sales tool.
Features include alerts sent to sales staff regarding:
Cross-selling/Up-selling/Switch-selling opportunities
Customer drift
Sales performance
Customer trends
Customer margins
Customer alignment
Campaign ManagementCampaign management combines elements of
Operational and Analytical CRM. Campaign management functions
include: Target groups formed from the client base according to
selected criteria
Sending campaign-related material (e.g. on special offers) to
selected recipients using various channels (e.g. e-mail, telephone,
SMS, post)
Tracking, storing, and analyzing campaign statistics, including
tracking responses and analyzing trends
Collaborative CRMCollaborative CRM covers aspects of a company's
dealings with customers that are handled by various departments
within a company, such as sales, technical support and marketing.
Staff members from different departments can share information
collected when interacting with customers. For example, feedback
received by customer support agents can provide other staff members
with information on the services and features requested by
customers. Collaborative CRM's ultimate goal is to use information
collected by all departments to improve the quality of services
provided by the company. CRM also plays a role of data distributor
within customers, producers and partners. Producers can use CRM
information to develop products or find new market. CRM facilitates
communication between customers, suppliers and partner by using new
information system such email, link and data bank.Consumer
Relationship CRMConsumer Relationship System (CRS) covers aspects
of a company's dealing with customers handled by the Consumer
Affairs and Customer Relations contact centers within a company.
Representatives handle in-bound contact from anonymous consumers
and customers. Early warnings can be issued regarding product
issues (e.g. item recalls) and current consumer sentiment can be
tracked (voice of the customer).
StrategySeveral CRM software packages are available, and they
vary in their approach to CRM. However, as mentioned above, CRM is
not just a technology but rather a comprehensive, customer-centric
approach to an organization's philosophy of dealing with its
customers. This includes policies and processes, front-of-house
customer service, employee training, marketing, systems and
information management. Hence, it is important that any CRM
implementation considerations stretch beyond technology toward the
broader organizational requirements.
Implementation issuesMany CRM project "failures" are also
related to data quality and availability. Data cleaning is a major
issue. If a company's CRM strategy is to track life-cycle revenues,
costs, margins, and interactions between individual customers, this
must be reflected in all business processes. Data must be extracted
from multiple sources (e.g., departmental/divisional databases such
as sales, manufacturing, supply chain, logistics, finance, service
etc.), which requires an integrated, comprehensive system in place
with well-defined structures and high data quality. Data from other
systems can be transferred to CRM systems using appropriate
interfaces.
Because of the company-wide size and scope of many CRM
implementations, significant pre-planning is essential for smooth
roll-out. This pre-planning involves a technical evaluation of the
data available and the technology employed in existing systems.
This evaluation is critical to determine the level of effort needed
to integrate this data.
Equally critical is the human aspect of the implementation. A
successful implementation requires an understanding of the
expectations and needs of the stakeholders involved. An executive
sponsor should also be obtained to provide high-level management
representation of the CRM project. An effective tool for
identifying technical and human factors before beginning a CRM
project is a pre-implementation checklist. A checklist can help
ensure any potential problems are identified early in the
process.
Privacy and data security SystemOne of the primary functions of
CRM software is to collect information about customers. When
gathering data as part of a CRM solution, a company must consider
the desire for customer privacy and data security, as well as the
legislative and cultural norms. Some customers prefer assurances
that their data will not be shared with third parties without their
prior consent and that safeguards are in place to prevent illegal
access by third parties.Maruti Suzuki CRM
Maruti Suzuki achieves an overall C.S.I Score of 820 an a 1000
point Scale, overall customer satisfaction with dealer service for
the industry improves slightly in 2008-up by 3 points since
2007,with six of the 11 ranked brands demonstrating gains. While
ranking below the industry average Tata and Mahindra emerge as the
most improved brands, respectively, particularly in the areas of
services initiation, quality of services advisors and in services
experience.
Maruti Suzuki has effectively implemented simple producers that
improved satisfaction with the value of work performed and
perceptions of the fairness and honesty of the dealer, such as
greeting service customers quickly upon arrival and fully
explaining charges and repairs, said Mohit Arora senior director at
J.P Power Asia Pacific, Singapore Instituting these low.-effort yet
high-impact practices helps to foster trust among customers, which
is critical to building loyalty for future service and sales
opportunities. The study finds that the proportion of vehicles
brought in and serviced within the same day has increased to 55
percent this year from 49 percent in 2007.Quick completion of
service is a key source of customers delight, particularly for
customers who visit the dealer for routine maintenance.
In 2008 India Customer Satisfaction Index(C.S.I) study is based
on responses from more than 5,594 owners of nearly 41 different
vehicle models. The study was fielded from June to December those
customers who serviced their vehicles at authorized services
facilities.S.M.R.-(service marketing report)-
Services marketing report is the detail of the customers who
purchased the car from the showroom. In this report we have the
data about the Customer purchasing date and the time of car
servicing. Means by this report we remind to customer that it is
the time of your car servicing .So we ask some questions for
customer satisfaction these are the following questions:
Ques.1-are you aware of the maintained schedule of yours
cars?
Ques2-as per record you cars service in due on-will you like to
make a booking?
CHAPTER -5RESEARCH METHODOLOGYResearch Methodology
Research methodology is away to systematically solve research
problem. In it we study the various step that are generally adopted
by researcher in studying his research problem along with logic
behind them. It is necessary for a researcher to know not only the
research method/techniques but also the methodology. It may be
noted, in the context of planning & development that the
significance of research lines in its quality and not in quantity.
Researcher should know how to apply particular research techniques,
but they also need to know which of these methods or techniques,
are relevant and which are not, and what would they mean and
indicate and why?
Meaning of Research
Research is common parlance refers to a search for knowledge. In
fact research is an act of scientific investigation.The project was
divided in to the following steps.
To decide objective of the study
To decide research design & application
To decide source of data collection
To decide from of data collection
To organize & collect data
To process & analyze report
To prepare the research report
1.To decide objective of the Study:-
This step is also research problem. problem definition is the
most critical part of the research process. research problem
definition involves specifying the information needed by
management. The main objective of the study are:
To study the awareness of Maruti Suzuki & Varun Motors in
Hyderabad.
To find out the level of customer satisfaction with the offers,
discount and services offered by Maruti Suzuki & Varun
Motors.
2. To decide research design & application:-
Research design involves defining the research problem,
determining how to collect the data and from whom, establishing the
way the data will be analyzed estimating costs and the preparation
of the research approach. For this study, descriptive research was
selected.
3. To decide Source of data there are two source of data
Primary Data
Secondary Data
Primary data:-
Primary data is the original data collected specifically for the
problem.
Reason for selecting primary data:-In terms of primary data a
questionnaire has been used to interview desire sample units that
give accurate and up to data information as well better to research
problem.Research approaches: - Primary data can be collected in
five main ways: through Observation, focus groups, surveys,
behavioral data, and experiments.
Research instruments:- Marketing researchers have a choice of
three main research Instruments in collecting primary data:
Questionnaires: - A questionnaire consists of questions presented
to respondents for their answers. Because of its flexibility, the
questionnaire is by far the most common Instrument used to collect
primary data. Questions can be open-ended or closed-Ended.
Qualitative measures: - Some marketers prefer more qualitative
methods for gauging consumer opinion because consumer actions do
not always match their answers to survey questions. Qualitative
research techniques are relatively unstructured measurement
approaches that permit a range of possible responses, and they are
a creative means of ascertaining consumer perceptions that may
other-Wise be difficult to uncover.
Mechanical devices: -Mechanical devices are occasionally used in
marketing research .Mechanical devices like galvanometers measure
the respondents interest or emotions aroused by exposure to a
specific ad or picture.
Secondary data:-
Data potentially useful in solving a current problem but that
were collected for a different purpose.
Reason for selecting secondary data:-
Secondary data can be gathered quickly and inexpensively,
compared to primary data, it is clear useful to study analyzing the
recent development in the telecom industry.
Contact methods:- Once the sampling plan has been determined,
the marketing researcher must decide how the subject should be
contact:
Mail questionnaire: - The mail questionnaire is the best way to
reach people who would not give personal interviews or whose
responses might be biased or distorted by the interviewers. Mail
questionnaires require simple and clearly worded questions.
Telephone interview: - Telephone interviewing is the best method
for gathering information quickly; the interviewer is also able to
clarify questions if respondents do not understand them. The
response rate is typically higher than in the case of mailed
questionnaires.
Personal interview: - Personal interviewing is the most
versatile method. The interviewer can ask more questions and record
additional observations about the respondent, such as dress and
body language. Personal interviewing takes two forms. In arranged
interviews, respondents are contacted for an appointment, and often
a small payment or incentive is offered. Intercept interviews
involve stopping people at a shopping mall or busy street corner
and requesting an interview.
Online interviews: - There is increased use of online methods.
There are so many ways to use the Net to do research. In this
method, researcher can include a questionnaire on its Web site and
offer a people to answer the questionnaire.
4.To decide from of data collection:-
For this project survey method was selected which was carried
through person interview. Because information from different
customers was required.
5. To organize & collect data:-
Once the researcher has formulated and development a research
design including questionnaire second thing he has to decide
whether he has to collect the information. From all the targeted
customers. There can be two types of survey are possible.
Sample Survey
Census Survey
For this project sample Survey war chosen
Characteristics of the sample survey are:-
It is cheaper than census survey It requires less time
It is economical
More detail information can be collected
Deciding the sample plan requires following decisions
Sample unit Who is to be surveyed
Sample
Sample is the true representation of the population by studying
of the sample we can predict the behavior of the population.
Sample Size: 250 (in this case)Method of Sampling:-In this
project, the survey was done within the market that means
probabilistic convenience Sampling was carried out.
6. To process & analyze data:-
After the data was collected it was tabulated, analyzed and
interpreted to the conclusion reach.
Techniques Applied
Bar Chart:- A chart in which the length of the bar represents
the amount of the item associated with the bar.
Pie Chart:- A circle divided in to sections, such that each
section represent the percentage of the total area of a circle
associates with one variable.
Types of Research
Along with this there may be 3 type of research methodology
these are :-
They are
Exploratory Research
Descriptive Research
Casual Research
Our research is based on the exploratory research.Exploratory
Research
The objective of this research is to gather preliminary
information that will help us to define the problem and to suggest
any hypothesis.
Which means first we have to define the problem and research
objective? Then we have to develop the research plan for collecting
information. Now after collection data we have to interpret those
data for any suggestion,
CHAPTER-6DATA ANALYSIS & INTERPRETATIONCustomers
Satisfaction for Varun MotorsTABLE No.6.1Levels of
SatisfactionValuePercentage responded
Satisfied13554%
Dissatisfied5522%
No Comments5522%
Highly Satisfied52%
Figure No.6.1
Data \AnalysisFrom the analysis we can conclude that to the
existing customer of the dealers, there are satisfied customer 54%,
dissatisfied are 22% from servicing or after sales servicing,22% is
the percentage of those customers who not replied, There is also 2
% customer who was highly satisfied from the company and also from
dealers.
Data Interpretation
In the showroom there is range of the customers, huge no. of
customers are satisfied from the service of the company and dealer,
there is also no. of customer who are dissatisfied from the
services but rage of satisfied and highly satisfied customer is
more.
Which version of the models are mostly demanded by the
customers
TABLES No. 6.2VersionValuePercentage of Demand
PETROL9036%
DISEL112.545%
LPG47.519%
Figure No.6.2
Data AnalysisFrom the above table we can conclude that according
to the dealers 45 % of the customer asks for the diesel variants
while 36 support the petrol variants and 19 % wants the LPG
variants of different models.Data InterpretationThe demand for the
diesel variant is more for most of the models but the firm has
limited number of the models having diesel variants. The customers
are also looking for the gas models which will suitable for LPG and
CNG. So the firm should think for the diesel and gas
variants.Features of Maruti SuzukiTABLE
No.6.3FeaturesValuePercentage of loyalty
Price9538%
Quality5522%
Service87.535%
Others12.55%
Figure No.6.3
Data AnalysisThe above analysis shows that 38 % of customers are
buying the Maruti Suzuki product for its price, 22 % buy them due
to their quality. 35% think that after sale service is provided by
Maruti. And 5% people buy them due to other reasons like style,
look etc. Data Interpretation
We can conclude that most of the people think that Maruti Suzuki
pricing are economical so they are loyal to his brand. While other
people give emphasis to the after sale service. Quality and other
features are also a trait for the buyers.
What is the Performance of the CarTABLE No.6.4Customer
OpinionValuePercentage of Responded
Excellent62.525%
Very good12550%
Good5020%
Poor12.55%
Figure No.6.4
Data AnalysisThe above analysis shows that there is 25%
customers are highly satisfied from the performance of car, there
is 50% response is very good and 20% is response for good also
there is 5% response of poor performance of car.Data
InterpretationWe can conclude that there is huge no of customers
are satisfied with the performance of the car, data is concerned
with those customers who are the existing customers of Maruti
Suzuki and data is also concerned with new customers.After
servicing vehicle delivered at the promised time?TABLE
No.6.5Customers opinionValuePercentage of Responded
Yes20080%
NO5020%
Figure No.6.5
Data Analysis
There is 80% customers response is that they get their vehicle
at promisied time and 20% customers who responded that they never
get their vehicle at promisied time.
Data Interpretation
Servicing comes in after sales services,dealer provides this
services to customers so there is necessary for dealer to provide
the vehicle at the promised time because it makes the relationship
better with the customers.
What rank you will give to Maruti company as for the
satisfaction level? TABLE No.6.6Rank for the satisfaction
levelValuePercentage of Responded
18233%
267.527%
35020%
432.513%
517.57%
Figure No.6.6
Data Analysis
The table is shows the rank for the customer satisfaction level
1 is highest and 5 is the lowest,there is 33% response for the rank
1,27% for the rank 2,20%for the rank 3,13% for the rank 4,7% for
the rank 5.Data InterpretationBy the analysis this is found that
there is huge customers of Mruti Suzuki those are satisfied from
the company.What type of repot shared between Customer and
dealer?TABLE No.6.7Customer OpinionValuePercentage of Responded
Excellent62.525%
Very good12550%
Good5020%
Poor12.55%
Figure No.6.7
Data AnalysisThe table shows that there is 25% opinion for the
excellent and 50% response for good,20% for good and also there is
5% opinion for poor relationship with the dealer.Data
InterpretationThere should be good relation between customer and
dealer because it helps to increase the sales of company and also
helpful for making the customer relationship management.
About Company after Sales ServiceTABLE No.6.8Customer
OpinionValuePercentage of Responded
Excellent62.525%
Very Good12550%
Good37.515%
Poor2510%
Figure No.6.8
Data AnalysisThe table shows that there is 25% customer
responded for the excellent services of company and 50% for the
very good,15% for the good and there is 10% responded for the poor
services of the company.Data InterpretationThere is important to
know the after sales services of the company it shows the customers
satisfaction and also shows the customer relationship
management.CHAPTER-7
FINDINGS
Findings There is 54% of satisfied customers of Maruti Suzuki.
The demand for the diesel variant is more for most of the models
but the firm has limited number of the models having diesel
variants. The customers are also looking for the gas models which
will be suitable for LPG and CNG. So the firm should think for the
diesel and gas variants. Most of people think Maruti Suzuki pricing
are economical so they are loyal to his brand. While other people
give emphasis to the after sale service. Quality and other features
are also a trait for the buyers.
There is large no of customers are satisfied with the
performance of the car, data is concerned with those customers who
are the existing customers of Maruti Suzuki and data is also
concerned with new customers. Servicing comes in after sales
services,dealer provides this services to customers so there is
necessary for dealer to provide the vehicle at the promised time
because it makes the relationship better with the customers.
There should be good relation between customer and dealer
because it helps to increase the sales of company and also helpful
for making the customer relationship management.
There is important to know the after sales services of the
company it shows the customers satisfaction and also shows the
customer relationship management.CHAPTER-8 LIMITATIONLimitation It
was assumed that the information given by the respondents is
authentic and best of their knowledge. Some of the view given was
completely views by customers as they were in a hurry and were not
considered in the data analysis.
The result of the study is applicable to the survey area
only.
Time is also one of the important limitations.
Dull process and unwilling respondent also affect the result of
the study.CHAPTER-9Conclusion & RecommendationConclusion of the
StudyThe research work was successfully identifying by the studying
the relationship management of Maruti Suzuki in Varun Motors in
Hyderabad. The conclusion can be drawn from this study may be:-
Maruti Suzuki is Indias one of the leading automobile
manufactures and also the leader of the market both in terms of
volume and revenue generated.
Taking the sale trend in to account MSL sold a record number of
vehicle 7, 14,842 in 2014-15 including 53,024 units of export. In
2014-15 it record a turnover of INR 145,922 million which rose to
178,603 million in 2014-15 showing a expecting growth of 20%. Hence
Maruti Suzuki Limited has captured over all share of 46% in the
Indian car market.
Recommendation
To conclude, it can be said that Varun Motors has created its
image in a very short period in Hyderabad. AGR is the Best dealer
of Maruti Suzuki. It is attracting the customers with its good
services. Most of the customer satisfied by buying the Maruti car
from Varun Motors. This satisfaction can be concluded by the
response of customer in the questionnaires. Day by day Maruti
Suzuki is improving his reputation to other Automobile Company. The
comparison chart and survey report in this training report can
recognize this.There should be more staff having experience of
automobile sector. There should be more efficient planning for
satisfying customer needs. Attractive offers should be given time
to time, to increase customers interests There should be easy
process of car servicing.AppendixQuestionnaires
Q.No.1:- Do you have any Maruti Suzuki four wheelers?
Ans- (a) Yes (b) No
Q.No.2:-Which Maruti Model do you have?
Ans- (a) Maruti 800 (b) Maruti Swift (c) Maruti Wagon-R (d)
Maruti Alto e) OthersQ.No.3:- Which Version do you have?
Ans- a) Petrol b) diesel c) LPG or GAS Q.No.4:-If you have
Maruti Suzuki what features do you like most?
Ans- (a) Price (b) Quality (c) Services (d) otherQ.No.5:-What is
the performance of your Car?
Ans : a)Excellent b) Very Good c) Good d) poor
Q.No.6:- After Servicing your vehicles delivered at the promised
time?Ans: a) Yes b) No
Q.No.7:- What rank you will give to your company as for the
satisfaction level 1 is the highest 5 is the lowest rank of
sati-factionary level?Ans- (a) 1 (b) 2 (c) 3 (d) 4 (e) 5 Q.No.8:-
Which type of repot shared between you and your dealer?
Ans- (a) Excellent (b) Very Good (c) Good (d) Poor Q.No.9:- What
you will say about after sales services of company?
Ans-(a) Excellent (b) Very Good (c) Good (d) Poor Q.No.10- If
any suggestion for automobile company?
Ans- .
Name:-
Occupation:-
Contact No:-
Address:-
BIBLIOGRAPHY
Name Of Book Name Of Author Edition & year
Marketing Management Paramhans Foundation First Edition,
1992
Research Methodology C.R.Kothari Second Edition, 1993
Marketing Management Philip Kotler Tenth Edition, 1999
Fundamentals of Statistics D.N.Elhance Present Edition, 1992
REFRENCES
1. Website of www. marutisuzuki.com2. Website of
www.google.com