APROJECT REPORT ON “An Study Of Customer Relationship Management @ Poddar Car World(P) Ltd. Guwahati” FOR “Maruti Suzuki India PVT. LTD.” In partial fulfillment of the requirement of the award for the degree of Bachelor of Business Administration Under Icon College (affiliated to Gauhati University) Submitted by: Submitted to: Shekhardeep Phukan Roll No. 382/14 G.U. Regd. No. 135800/14-15 BBA 5th Semester Mr. Pankaj Sharma Assistant professor 1 ACKNOWLEDGEMENT I would like to express my special thanks of gratitude to my teacher, Mr. Pankaj Sharma, who gave me the golden opportunity to do this wonderful project titled “A Study on customer relationship management @ Maruti Suzuki”, which helped me in doing a lot of research in the field of management. They have provided me with the valuable guidance, sustained efforts and friendly approach. It would have been difficult to achieve the results in such a short span of time without their help. Secondly I would also like to thank my parents and friends who helped me a lot in finalizing this project within the limited time frame. Shekhardeep Phukan 382/14 G.U. Regd. No. 135800/14-15 BBA 5th Semester 2 DECLARATION I Shekhardeep Phukan, hereby declare that the report for summer training project entitled “ THE STUDY OF CUSTOMER RELATIONSHIP MANAGEMENT OF MARUTI SUZUKI AT PODDAR CAR WORLD (P) LTD. GUWAHAT is a result of my own work and my indebtedness to other work publications, references, if any, have been duly acknowledged. Shekhardeep Phukan 3 PREFACE Maruti Suzuki was promoted in the 1970. Indira Gandhi’s son Sanjay Gandhi was the managing director. It is a professionally managed and well establishes company enjoying the confidence of consumers because of its superior quality product and excellent customer services. Maruti Suzuki is a company, which believes in providing quality. Due to these features I did my summer internship in Maruti Suzuki with the aim of getting exposure to the functioning of the organization. 4 3 Introduction to CRM 3.1 Steps of Research 4.7 Departmental overview 2.2 Types of Research 5 Analysis and interpretation of data 6 Result and findings 7 Limitation 8 Conclusion & Recommendation 9 Bibliography 5 .1 Rationale for the study 3.8 Key success Factor 2.INDEX Sr.10 SWOT analysis Part II Research Work 3 Introduction of the study 3.1 Quick Facts 2.3 Indian market players Company Overview/general information 2.6 Product profile 2.2 Comparison of market share 2 1. No.4 Literature Review 4 Research Methodology 4. 1 Particular Part I General Information Industry Overview 1.4 Facilities 2.3 Company Profile 2.1 Industry profile 1.2 Objective of the study 3.9 Major competitors 2.5 Board of Directors 2.2 Milestone of development 2. 103 (2014) Parent Suzuki Website www. India Key people R. C. Bhargava (Chairman) Kenichi Ayukawa (CEO & MD) Products Automobiles Revenue 43272 crore (US$8.marutisuzuki.com 6 .3 billion) (2015-16) Net income 2469 crore (US$570 million) (2015-16) Employees 7.Maruti Suzuki India Limited Type Public Traded as BSE: 532500 NSE: MARUTI BSE SENSEX Constituent Industry Automotive Predecessor(s) Maruti Udyog Limited Founded 1981 Headquarters New Delhi. 1.2 COMPARISON OF MARKET SHARE 7 . 1.3 INDIAN MARKET PLAYERS 8 . 2. Company Overview . 9 . India Tel. 23713575 Telex: 031-65029 MUL IN Works Palam Gurgaon Haryana.BO Joint Venture With Suzuki Motor Company.marutiudyog. A pride of India. Registered & Corporate Office 11th Floor.2." Industry Automotive . Creating Customer Delight and Shareholder's Wealth. Jeevan Prakash 25.Four Wheelers Listings & its codes BSE Code: NSE Code: Bloomberg: Reuter: MRTI. Kasturba Gandhi Marg New Delhi . .: 2341341-5 Website www.com 10 Gurgaon 532500 MARUTI MUL@IN Road -122015 India +(91)-(124)-2340341-5. of Japan in October 1982.1 QUICK FACTS Year of Establishment February 1981 Vision "The Leader in The Indian Automobile Industry. Tel.: +(91)-(11)-23316831 (10 lines) Fax: +(91)-(11)-23318754.110001. now Suzuki Motor Corporation. 000 units. 4WD off-road vehicle).Suzuki innovative traffic beat in Delhi and Chennai as social initiatives. India's first affordable car was produced. 1997 Produced the 2 millionth vehicle since the commencement of production.2. Launch of Maruti Finance with 10 finance 11 in Hyderabad. 1994 Produced the 1 millionth vehicle since the commencement of production. 1985 Launch of Maruti Gypsy (970cc. companies in .2 MILESTONE OF DEVELOPMENT 1981 Maruti Udyog Ltd. 1995 Second plant launched. 1992 SMC increases its stake to 50 per cent.000 units. 1986 Produced 100. 1987 Exported first lot of 500 cars to Hungary. 2001 2002 SMC increases its stake to 54. 1984 Installed capacity reached 40. and Chennai.000 units. 1982 Stepped into a JV with SMC of Japan. 2000 IDTR (Institute of Driving Training and Research) launched jointly with Delhi government to promote safe driving habits. Launch of customer information centers Bangalore. 1996 Launch of 24-hour emergency on-road vehicle service. 1988 Installed capacity increased to 100. 1983 Maruti 800. a 796 cc hatchback.2 per cent. the installed capacity reached 200. 1998 Launch of website as part of CRM initiatives.000 vehicles (cumulative production). 1999 Launch of Maruti . Omni. a 796 cc MUV was in production. was incorporated. 2004 Maruti closed the financial year 2003-04 with an annual sale of 472122 units. 12 . 2005. 2003 Production of 4 millionth vehicle. Listed on BSE and NSE after a public issue oversubscribed 10 times. Start of Maruti True value in Mumbai. 2005 The fiftieth lakh car rolls out in April.Mumbai. the highest ever since the company began operations 20 years ago. 842 cars. Swift dzire.2. its' only competitors-the Hindustan Ambassador and Premier Padmini were both around 25 years out of date at that point.3 COMPANY PROFILE Maruti Suzuki is one of India's leading automobile manufacturers and the market leader in the car segment. of India sold its complete share to Indian financial institutions. Wagon R.000 units annually. Manesar and Gurgaon facilities have a combined capability to produce over 700. Through 2004. As of May 10. Zen Estilo. A Star. The Manesar facilities. SX4. 2007. Govt. Gypsy. Until recently. The Indian government held an initial public offering of 25% of the company in June 2003. During 2012-13. Ritz.000 engines and transmissions. Versa. Maruti Suzuki sold 764. Swift Dzire. though the actual production commenced in 1983 with the Maruti 800. With this. Swift.2% by Suzuki of Japan.000 units per year and a Diesel Engine plant with an annual capacity of 100. Maruti Udyog Limited (MUL) was established in February 1981. Maruti’s Gurgaon facility has an installed capacity of 350. Maruti has produced over 5 Million vehicles. both in terms of volume of vehicles sold and revenue earned.000 units per annum. A star and SX4 are manufactured in Manesar. depending upon export orders. remaining all models are manufactured in Maruti Suzuki's Gurgaon Plant. Grand Vitara is imported from Japan as a completely built unit (CBU). Cars similar to Marutis (but not manufactured by Maruti Udyog) are sold by Suzuki and manufactured in Pakistan and other South Asian countries. Govt. Swift. Omni.based on the Suzuki Alto key car which at the time was the only modern car available in India. 13 . Alto. and Grand Vitara. of which 53. Maruti Suzuki offers 13 models. 18. Its manufacturing facilities are located at two facilities Gurgaon and Manesar south of New Delhi. Maruti 800. of India no longer has stake in Maruti Udyog.28% of the company was owned by the Indian government. Marutis are sold in India and various several other countries.024 were exported. launched in February 2007 comprise a vehicle assembly plant with a capacity of 100. and 54. Maruti Suzuki India Ltd.from entry level Maruti 800 & Alto to stylish hatchback Ritz. Its cars operate on Japanese technology. More than half the number of cars sold in India wear a Maruti Suzuki badge. the Indian car market had stagnated at a volume of 30. This was from where Maruti took over.000 vehicles. which has raised the total production capacity to over 3. With the coming of each and every year.Established in December 1983. has ushered a revolution in the Indian car industry. the total production of the company exceed by 4.000 units.00. A star. At this time. Our turnover for the fiscal 2008-09 stood at Rs.820. by manufacturing in totality one million vehicles. SX4 and Sports Utility vehicle Grand Vitara. 203. Maruti Suzuki India Ltd. Since inception. pliable to Indian conditions and Indian car users. Maruti has completed Rs. We offer full range of cars. 4 billion expansion project at the current site. Estillo and sedans DZire. By the year 1998-99. is the result of collaboration of Maruti with Suzuki of Japan. It is known for its mass-production and selling of more than a million cars.000 units to Europe and other countries. This car is meant for an average Indian individual which is affordable as well as has elegant appeal. 14 .187 Million. we have produced and sold over 7. Sales figure in the year 1993 has reached up to 1.20.583 Million & Profit After Tax at Rs. Swift. is the India's largest automobile company which entered in the market with affirmed aim to render high quality fuel – efficient and low .96.000 cars for the decade ending 1983.000 to 40. Maruti comes in a variety of models in the 800 segment. the company has modernize the existing facilities and expand its capacity by 1. We are a subsidiary of Suzuki Motor Corporation Japan.cost vehicles. Wagon R. 12.00. The company has crossed the milestone of becoming the first Indian company in March 1994. Maruti Suzuki India Ltd. Recently to ward off the growing competition.000 vehicles per annum.5 million vehicles in India and exported over 500. Maruti’s fundamental mission is to contribute to people’s lifestyles. the local communities it serves. good or bad times notwithstanding. what the company is providing to society. What is helping Maruti today. society. stable growth in harmony with the environment. "Arm chair management doesn't help. the country's largest automaker seems unfazed.MISSION An Organization’s mission is the purpose or reason for the organization’s existence. we have always focused on the future of the automobile industry when deciding how best to position our company. If we say this vision in one line then it is “Maruti’s aims to achieve long-term. which he refers to as 'going back to basics'. “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. Genba (go to actual spot). means. In upholding this mission. And what has fuelled this over the last 18 months is the Japanese major's 3-G philosophy pushed by Nakanishi. and the economy through automotive manufacturing. Genjitsu (see what's happening) and Gembutsu (identify actual problem) have laid down the framework for Maruti in its 3-year rolling plan till 201011. 15 . the global economy. VISION While the global economy is deep in the recession roil and its tremors being felt in India." says Nakanishi.so the company’s vision is “We have to ensure that any disruption in the environment doesn't jeopardize your market position. is the company's ability to constantly innovate even beyond product . and its stakeholders”. The `K' family engine plant has an installed annual capacity of 240. The entire facility is equipped with more than 150 robots. Spread over an area of 20. A-Star is the first car to be powered by `K' family engine. spread over 600 acres in North India. the `K' family engine facility is part of the Rs 9.2. The facility employs global manufacturing best practices like cold testing.000 engines and was commissioned in 2008.000 crore investment plan drawn by Maruti Suzuki and Suzuki Motor Corporation. Our Gurgaon facility also houses `K' Engine plant.300 m2. while offering the best in refinement and performance. The forthcoming models will be powered by other `K' family engines The in-line plant layout consisting of Casting. effective material handling and inventory reduction techniques in place. several productivity improvements or shop floor Kaizens over the years have enabled the company to manufacture nearly 700. The Gurgaon facility Maruti Suzuki's facility in Gurgaon houses three fully integrated plants. 100% on line automated checks to ensure global quality. While the three plants have a total installed capacity of 350. It will take the engine technology to the next level in India.000 cars per year. aimed for high operational efficiency. The next generation `K'engine like all Maruti Suzuki earlier technologies is highly fuel efficient. out of which 71 have been developed in-house.4 FACILITIES Maruti Suzuki has two state-of-the-art manufacturing facilities in India. More than 50 per cent of our shop floor employees have been trained in Japan.000 cars/ annum at the Gurgaon facilities. Machining and Assembly processes has high level of automation. The first facility is at Gurgaon spread over 300 acres and the other facility is at Manesar. 16 . 000 cars per year. The plant was inaugurated in February 2007.The plant has several in-built systems and mechanisms. called Suzuki Powertrain India Limited (SPIL) in which SMC holds 70 per cent equity the rest is held by MSIL. This will be scaled up to 300. There is a high degree of automation and robotic control in the press shop. The plant at Manesar is the company's fourth car assembly plant and started with an initial capacity of 100. At present the plant rolls out World Strategic Models Swift .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 designed to be flexible: diverse car models can be made here conveniently owing to automatic tool changers.000 engines/annum by 2010. Diesel Engine Plant.The Manesar facility Our Manesar facility has been made to suit Suzuki Motor Corporation (SMC) and Maruti Suzuki India Limited's (MSIL) global ambitions.000 diesel engines a year. The plant is under a joint venture company.000 cars per year by October 2008. This facility has an initial capacity to manufacture 100. This will be scaled up to 300. A-star & SX4 and DZire. centralized weld control system and numerical control machines that ensure high quality. weld shop and paint shop to carry on manufacturing work with acute precision and high quality. 17 . 000 will be people from Underprivileged section of society. Maruti Suzuki has adopted a National Road Safety Mission. Maruti Suzuki contributes towards road safety through its IDTR and MDS initiatives. Through the National Road Safety Mission. 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. at least 100. Of the 500. National Road Safety Taking forward its commitment to Road Safety.Road Safety And Maruti Suzuki Maruti Suzuki has already trained around 450.000 persons in safe driving in the last few years. In addition. Under the mission Maruti Suzuki will Train 500.000 people in safe driving in the next 3 years across India. who are keen to take driving as a profession.000 people to be trained. 18 . the company plans to touch a total of million persons in the next few years. Maruti Suzuki will continue to support to government and industry in their efforts for road safety. Shinzo Nakanishi Mr.2. R. Amal Ganguli Director Mr. Shuji Oishi Director Ms. Bhargava Chairman Mr. D. Manvinder Singh Banga Managing Director and CEO Mr.5 BOARD OF DIRECTORS Mr. Osamu Suzuki Director Mr. Brar Director Director Mr. Keiichi Asai Director Mr. Pallavi Shroff Director 19 . C. S. its Board Members and its employees is the focus of public attention and accordingly. every act of the Company. Kenichi Ayukawa Mr. Tsuneo Ohashi Director Director and Managing Executive Officer (Production) As a responsible corporate citizen. 20 .Mr. This policy should be read in conjunction with applicable regulations & existing policies & procedures of the Company. uphold these standards in day-to-day activities and also comply with all applicable standards. You can also contact the Secretarial & Legal Department if you have any questions or clarifications. 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. Being a listed Company. policies and procedures of the company. there is a need to reinforce Maruti's commitment towards maintaining highest standards of Corporate Governance. Maruti Suzuki India Limited ('Maruti' or "the Company") has always believed in following highest standards of Corporate Governance. 47 lakhs Maruti Suzuki Eeco 2.2.79 lakhs 21 .38 .34 lakhs Maruti Suzuki A-Star 3.98 .76 .3.4.4.25 lakhs Maruti Suzuki Wagon R 1.28 lakhs Maruti Suzuki Estilo 3.72 .49 lakhs Maruti Suzuki Omni 2.38 .0 3.4.58 lakhs Maruti Suzuki Celerio 3.6 PRODUCT PROFILE Car Model Ex-Showroom Price (New Delhi) Maruti Suzuki Alto 800 2.15 .41 .4.98 lakhs Maruti Suzuki Alto K10 3.49 .3.2.3. 6.42 .7.23 .61 lakhs 22 .85 .80 .53 .Maruti Suzuki Stingray 4.5.24.16 lakhs Maruti Suzuki Swift 4.4.32 lakhs Maruti Suzuki Gypsy 5.9.79 lakhs Maruti Suzuki Ertiga 5.15 .68 .54 lakhs Maruti Suzuki Kizashi 16.49 lakhs Maruti Suzuki SX4 7.6.01 .71 lakhs Maruti Suzuki Swift DZire 4.53 lakhs Maruti Suzuki Grand Vitara 22.8.42 .17.56 lakhs Maruti Suzuki Ritz 4. DEPARTMENTAL OVERVIEW 23 . 92% of Maruti Suzuki owners feel that work gets done right the first time during service.D. One Stop Shop At Maruti Suzuki. 24 . customers will find all car related needs met less than one roof.D. Power CSI Study 2004. while 90% owners would probably repurchase the same make of vehicle. The J.size car segment across 9 parameters. Quality Service across 1036 Cities In the J. Power IQS Study 2004). fleet management services.D.1 in the premium compact car segment and the Esteem in the entry level mid . A Buying Experience like No Other Maruti Suzuki has a sales network of 307 state-of -the-art showrooms across 189 cities.8 KEY SUCCESS FACTOR The Quality Advantage Maruti Suzuki owners experience fewer problems with their vehicles than any other car manufacturer in India (J. The Alto was chosen No. Whether it is easy finance. best service advisor experience. with a workforce of over 6000 trained sales personnel to guide MUL customers in finding the right car. insurance. exchange. best service delivery. Power CSI study 2004 also reveals that 97% of Maruti Suzuki owners would probably recommend the same make of vehicle. best in-service experience.2. highest service quality.Maruti Suzuki is set to provide a single-window solution for all car related needs. Maruti Suzuki scored the highest across all 7 parameters: least problems experienced with vehicle serviced. most user-friendly service and best service initiation experience. and it is here where Maruti Suzuki shines. Alto and Omni. 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. Maruti 800. 25 . It is in the economy segment that the affordability of spares is most competitive. This new technology harnesses the power of a brainy 16-bit computer to a fuel-efficient 4-valve engine to create optimum engine delivery. as some of its regularly used spare parts may be priced quite steeply. Technological Advantage It has introduced the superior 16 * 4 Hypertech engines across the entire Maruti Suzuki range. Esteem. Not so in the case of a Maruti Suzuki. This means every Maruti Suzuki owner gets the ideal combination of power and performance from his car. it may not necessarily be affordable to maintain. Although a car may be affordable to buy. The Low Cost Maintenance Advantage The acquisition cost is unfortunately not the only cost customers face when buying a car. MAJOR COMPETITORS . 2 6 SWOT ANALYSIS Consists of analysis of internal environment (Strength and weakness) and external environments (Opportunity and Threat). STRENGTH: Contemporary technology. Japanese Management practices (that had captured Japan over USA to the status of top Auto manufacturing country in the world Early mover advantages. Recruitment is done in very tedious manner ensuring talent and best professionals, working culture, after sale services, distribution, and diversification, Sell directly to consumers, and Keep costs below competitors’ costs. WEAKNESS: Still depends upon SUZUKI COPORATION, Japan For tech. support, 10% components are manufactured outside India. Though MUL has launched luxury cars as well it’s still considered as poor man’s brand. Diversification is not supported with all India presence of Manufacturing Units. Bureaucracy, Technological disadvantages, Decades of isolation, inertia and subservience to the whims of government bureaucrats have made MUL unaccustomed to international standards or keen competitors No strong relationships with computer retailers 27 OPPORTUNITY: First company to roll out suitably designed cars before 2008 as per Govt.’s Proposal of new ethanol (renewable) mixed fuel. Other companies’ lacks economy of scale, so market is still open. Importing new technology is controlled by Govt. so there is plenty of untapped market and with increase in Income scale, Demand is rising. Consumer desire for one-stop shopping Consumers know what they want to buy Internet could be a powerful marketing tool. THREAT: Numbers of new Technology driven players and manufactures are in market. Govt .reducing support and cutting down the Gas supply quota. (TOI, New Delhi, 11th june, 07).Competitors have stronger brand names Competitors have strong relationships with computer retailers. LIMITATION 1. The consumers were not amicable in giving their views. 2. Illiteracy was the biggest problem with the consumers to give answers of open-ended questions. 3. Lack of direct communication with sales manager regarding project work. 4. Unsuitability of time. 5. The sample size taken may not be a true representative of the population. 6. The consumers and retailers may not be forth coming in their replies. 7. Limitation regarding secondary data it was extremely difficult to get their relevant material for this purpose. 8. Information was confidential 28 2 9 . 3. Introduction of the study . 30 . Gaining ground from strength to strength. 31 . helped in understanding the project better so as to make platform for analysis. the key focus area of much organization is identification of a link between customer satisfaction and performance. After completing the primary formalities for vocational training. is India's largest passenger car company. for over two decades. fewer. and keeping in mind the total time duration 8 weeks. satisfaction as the confirmation of expectation has started to be conceptualizing almost as a threshold for customers. a subsidiary of Suzuki Motor Corporation of Japan. the approach followed for the project was by . rapidly changing and highly complex environment characterize by diminishing customer loyalty.having debatable discussion on various topics with the project guide. After having very basic understanding about its objective and importance in the organization. the need to be market – focused and customer centric is more critical than any other time in past. Maruti Suzuki has brought to India simple yet powerful Japanese philosophy The benefits of product quality. accounting for over of the domestic car market. the researcher was given some random idea about this project at PERFECT automobiles. However. Primarily. to push boundaries and conquer new horizons.1 RATIONALE FOR THE STUDY In today’s intensely competitive. The objective behind making this project is to have the knowledge of the practices of Maruti Services by the Marketing Department. The delivery of satisfaction is the minimum the customer expects.3. lighter and more beautiful style and design quotient (formerly Maruti Udyog Limited). we are inspirited now more than ever. in beat with the lifestyles and desires of our changing nation has made us the market favorites. 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. From its very inception. Maruti Suzuki India Limited 50% smaller. 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. the project title “Study of the Customer Relationship Management at PODDAR CAR WORLD in Guwahati ” was decided. To study the effect of event and promotion. To enhance the sale of Maruti Suzuki in the showroom. To find out the satisfaction level of the customers at Poddar Car World automobiles showroom. Secondary objectives To analyze the customer buying behavior. 32 . The scope of the study is restricted to Customer Relationship Management only.INTRODUCTION Project Title: Study of the Customer Relationship Management for MARUTI SUZUKI @ PODDAR CAR WORLD in Guwahati Objective of project: Primary objective: To study the customer awareness about Maruti Suzuki & Poddar Car World. Scopes: Study is restricted to various parts of Guwahati which include: other dealer’s show room. To make various suggestion on the improvement of the Poddar Car World. CRM initiatives often fail because implementation was limited to software installation. while forming tighter bonds with existing ones. CRM is a combination of policies. information about customers and customer interactions can be entered. CRM software is used to support these processes. processes.R. 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. despite often interacting with a number of employees in different roles and departments. CRM tools should be implemented "only after a well-devised strategy and operational plan are put in place". and to use customer contact information for targeted marketing.C. Typical CRM goals are to improve services provided to customers. most CRM software vendors stress that a successful CRM effort requires a holistic approach. customers interacting with a company perceive the business as a single entity.M Customer relationship management (CRM) consists of the processes a company uses to track and organize its contacts with its current and prospective customers. stored and accessed by employees in different company departments. support and understanding for employees to learn. but software is often necessary to explore the full benefits of a CRM strategy. and take full advantage of the information systems. without providing the context. 33 . CRM can be implemented without major investments in software. 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. From the outside. While the term CRM generally refers to a software-based approach to handling customer relationships. g. marketing. Back office operations — Operations that ultimately affect the activities of the front office (e.g. etc. and judge the success of CRM activities (e. Executives often cite the need for the proper tools as a barrier to delivering the experience their customers expect. In general. billing. e-mail. such as suppliers/vendors and retail outlets/distributors. finance. Proponents of CRM software claim that it doesn't only allow more effective ways of managing customer relationships. market share. with different software packages focusing on different aspects.) Business relationships — Interaction with other companies and partners. online services etc. but also more customer-centric ways of doing business. profitability). advertising. planning. revenue.CRM includes many aspects which relate directly to one another: Front office operations — Direct interaction with customers. Types/variations of CRM There are several different approaches to CRM. Analysis — Key CRM data can be analyzed in order to plan target-marketing campaigns. industry networks (lobbying groups. A 2009 study of over 860 corporate executives revealed only 39% believe that their employees have tools and authority to solve customer problems.g. face to face meetings. trade associations). This external network supports front and back office activities. e.. maintenance. Campaign Management and Sales Force Automation (SFA) form the core of the system (with SFA being the most popular) 34 . number and types of customers. phone calls. Customer Service. conceive business strategies.. manufacturing. ). to sales. It is at the analytical stage that the importance of fully integrated CRM software becomes most apparent. the better its predictions and recommendations will be. and staff can retrieve customer information as necessary. Operational CRM processes customer data for a variety of purposes: Managing campaigns Enterprise Marketing Automation Sales Force Automation Sales Management System Analytical CRM Analytical CRM analyzes customer data for a variety of purposes: Designing and executing targeted marketing campaigns Designing and executing campaigns. Reaching to the customer at right time at right place is preferable. customer acquisition. e.g. e. up-selling. product development) Management information system (e. add on-selling Analyzing customer behavior in order to make decisions relating to products and services (e. marketing and service staff.Operational CRM Operational CRM provides support to "front office" business processes.g. the more information that the analytical software has available for analysis. Interactions with customers are generally stored in customers' contact histories. The contact history provides staff members with immediate access to important information on the customer (products owned.g. Logically speaking. cross-selling. eliminating the need to individually obtain this information directly from the customer. pricing. 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. 35 .g. prior support calls etc. Campaign management functions include: Target groups formed from the client base according to selected criteria Sending campaign-related material (e. technical support and marketing. SMS. such as sales. 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 Management Campaign management combines elements of Operational and Analytical CRM. on special offers) to selected recipients using various channels (e. 36 . For example. CRM also plays a role of data distributor within customers. post) Tracking. producers and partners. Producers can use CRM information to develop products or find new market. storing. e-mail. CRM facilitates communication between customers. telephone. but is intended as a more direct sales tool. Staff members from different departments can share information collected when interacting with customers. including tracking responses and analyzing trends Collaborative CRM Collaborative CRM covers aspects of a company's dealings with customers that are handled by various departments within a company. link and data bank.g. feedback received by customer support agents can provide other staff members with information on the services and features requested by customers.Sales Intelligence CRM Sales Intelligence CRM is similar to Analytical CRM. and analyzing campaign statistics. Collaborative CRM's ultimate goal is to use information collected by all departments to improve the quality of services provided by the company.g. suppliers and partner by using new information system such email. and interactions between individual customers. 37 . Implementation issues Many CRM project "failures" are also related to data quality and availability. systems and information management. Strategy Several CRM software packages are available. margins. Representatives handle in-bound contact from anonymous consumers and customers. finance. manufacturing. CRM is not just a technology but rather a comprehensive. comprehensive system in place with well-defined structures and high data quality. If a company's CRM strategy is to track life-cycle revenues. However. supply chain.g. This includes policies and processes. logistics. front-of-house customer service. service etc. Data from other systems can be transferred to CRM systems using appropriate interfaces. employee training. Early warnings can be issued regarding product issues (e.Consumer Relationship CRM Consumer 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. marketing. Data cleaning is a major issue.. which requires an integrated. this must be reflected in all business processes.g. and they vary in their approach to CRM. costs. item recalls) and current consumer sentiment can be tracked (voice of the customer). as mentioned above.). Hence. Data must be extracted from multiple sources (e. it is important that any CRM implementation considerations stretch beyond technology toward the broader organizational requirements. customer-centric approach to an organization's philosophy of dealing with its customers. departmental/divisional databases such as sales. When gathering data as part of a CRM solution. significant pre-planning is essential for smooth roll-out. Privacy and data security System One of the primary functions of CRM software is to collect information about customers. An effective tool for identifying technical and human factors before beginning a CRM project is a preimplementation checklist. This evaluation is critical to determine the level of effort needed to integrate this data. A checklist can help ensure any potential problems are identified early in the process. as well as the legislative and cultural norms. quality of services advisors and in services experience. Equally critical is the human aspect of the implementation.S. 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. a company must consider the desire for customer privacy and data security. particularly in the areas of services initiation. respectively. This pre-planning involves a technical evaluation of the data available and the technology employed in existing systems. 38 . A successful implementation requires an understanding of the expectations and needs of the stakeholders involved.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.Because of the company-wide size and scope of many CRM implementations. While ranking below the industry average Tata and Mahindra emerge as the most improved brands. Maruti Suzuki CRM Maruti Suzuki achieves an overall C. An executive sponsor should also be obtained to provide high-level management representation of the CRM project.with six of the 11 ranked brands demonstrating gains. -(service marketing report)Services marketing report is the detail of the customers who purchased the car from the showroom.M. 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 .“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.P Power Asia Pacific. Singapore “Instituting these low.” S.-effort yet high-impact practices helps to foster trust among customers. said Mohit Arora senior director at J.R.So we ask some questions for customer satisfaction these are the following questions: Ques. such as greeting service customers quickly upon arrival and fully explaining charges and repairs”. which is critical to building loyalty for future service and sales opportunities.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? 39 . As a result. accounting. firms can better tailor their offerings to maximize the overall value of their customer portfolio (Chen and Popovich) . Kotler (2000) assured that CRM uses IT to gather data. and intranet/extranet. phone support system. In the long-term.The root of CRM is relationship marketing. it produces a method of continuous analysis and reinforcement in order to enhance customer’s lifetime value with firms. web site. which has the objective of improving the long-term profitability of customers by moving away from product-centric marketing.3. sales. In term of information technology (IT). which can then be used to develop information acquired to create a more personal interaction with the customer. CRM means an enterprise –wide integration of technologies working together such as data warehouse. The attention CRM is currently receiving across businesses is due to the fact that the marketing environment of today is highly saturated and more competitive. there will be little need for CRM. marketing and production. it has assumed practical importance. According to Chen and Popovich (2003). understanding customer drivers and customer profitability. Bose (2002) noted that CRM was invented because the customers differ in their preferences and purchasing habits .4 LITERATURE REVIEW Review of Literature on CRM: Customer Relationship Management (CRM) has become one of the most dynamic technology topics of the millennium. If all customers were alike. Benefits of CRM 40 . CRM is not a concept that isreally new but rather due to current development and advances in information and enterprise software technology. consolidate views of customers. Throughout an organization. According to Swift (2001). store. and for calculating customer lifetime value. companies can gain many benefits from CRM implementation. CRM applications have the ability to deliver repositories of customer data at a much smaller cost than old network technologies. maintain. service innovation. and distribute customer knowledge. He states that the benefits are commonly found in one of these areas: o Lower cost of recruiting Customers o No need to acquire so many customers to preserve a steady volume of business o Reduced cost of sales o Higher Customer Profitability o Increased Customer retention & Loyalty o Evaluation of customers Profitability 41 .According to Chen and Popovich (2003). Peppard(2000) noted that effective management of information has a very important role to play in CRM because it can be used to for product tailoring. CRM systems can accumulate. Past Survey-Facts Growth Strategies International (GSI) performed a statistical analysis of Customer satisfaction data encompassing the findings of over 20. 2) A Totally Satisfied Customer contributes 17 times as much revenue as a Somewhat Dissatisfied Customer.6 times as much revenue to a company as a Somewhat Satisfied Customer.8 times what a Totally Satisfied Customer contributes to a business. 42 . 3) A Totally Dissatisfied customer decreases revenue at a rate equal to 1. As several research studies have shown not all customers are equally profitable (In fact in some cases 80% of the sales come through 20% of the customers). The conclusions of the study were: 1) A Totally Satisfied Customer contributes 2. 4) By reducing customer defection (by as little as 5%) will result in increase in profits by 25% to 85% depending from industry to industry. An important facet of CRM is “customer selectivity”.000 customer surveys conducted in 40 countries by Info quest. The company must therefore be selective and tailor its program and marketing efforts by segmenting and selecting appropriate customers for individual marketing programs. Research Methodolog y .4. 43 . and what would they mean and indicate and why? Meaning of Research “Research is common parlance refers to a search for knowledge. are relevant and which are not. in the context of planning & development that the significance of research lines in its quality and not in quantity. 44 . Researcher should know how to apply particular research techniques. In it we study the various step that are generally adopted by researcher in studying his research problem along with logic behind them.” The project was divided in to the following steps. In fact research is an act of scientific investigation. It may be noted. but they also need to know which of these methods or techniques.RESEARCH METHODOLOGY Research methodology is away to systematically solve research problem. It is necessary for a researcher to know not only the research method/techniques but also the methodology. establishing the way the data will be analyzed estimating costs and the preparation of the research approach. 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. The main objective of the study are: To study the awareness of Maruti Suzuki & Poddar Car World in Guwahati. 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. To decide research design & application:- Research design involves defining the research problem. discount and services offered by Maruti Suzuki & Poddar Car World. problem definition is the most critical part of the research process. For this study.1 STEPS OF RESEARCH 1. 45 . determining how to collect the data and from whom. To find out the level of customer satisfaction with the offers. 2. research problem definition involves specifying the information needed by management. 3.4. To decide objective of the Study:This step is also research problem. descriptive research was selected. Qualitative measures: . it is clear useful to study analyzing the recent development in the telecom industry.Primary data can be collected in five main ways: through Observation. Mechanical devices: -Mechanical devices are occasionally used in marketing research .Once the sampling plan has been determined. Reason for selecting secondary data:Secondary data can be gathered quickly and inexpensively. and experiments. Qualitative research techniques are relatively unstructured measurement approaches that permit a range of possible responses. surveys.Marketing researchers have a choice of three main research Instruments in collecting primary data: Questionnaires: . and they are a creative means of ascertaining consumer perceptions that may other-Wise be difficult to uncover. the questionnaire is by far the most common Instrument used to collect primary data.Mechanical devices like galvanometers measure the respondent’s interest or emotions aroused by exposure to a specific ad or picture.A questionnaire consists of questions presented to respondents for their answers. Because of its flexibility. Research instruments:. focus groups. Contact methods:.Research approaches: . compared to primary data. Secondary data:Data potentially useful in solving a current problem but that were collected for a different purpose. Questions can be open-ended or closed-Ended. the marketing researcher must decide how the subject should be contact: 46 .Some marketers prefer more qualitative methods for gauging consumer opinion because consumer actions do not always match their answers to survey questions. behavioral data. There are so many ways to use the Net to do research. respondents are contacted for an appointment. The response rate is typically higher than in the case of mailed questionnaires. and often a small payment or incentive is offered. The interviewer can ask more questions and record additional observations about the respondent. Mail questionnaires require simple and clearly worded questions. such as dress and body language. researcher can include a questionnaire on its Web site and offer a people to answer the questionnaire. Personal interview: .Telephone interviewing is the best method for gathering information quickly. Online interviews: .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.Personal interviewing is the most versatile method. Here I use online questionnaires as a instrument of research. Telephone interview: . the interviewer is also able to clarify questions if respondents do not understand them. In arranged interviews. Mail questionnaire: .There is increased use of online methods. Personal interviewing takes two forms. Intercept interviews involve stopping people at a shopping mall or busy street corner and requesting an interview. 47 . In this method. such that each section represent the percentage of the total area of a circle associates with one variable. Because information from different customers was required. Pie Chart:. To decide form of data collection:For this project survey method was selected which was carried through person interview. 5. analyzed and interpreted to the conclusion reach. Sample Survey Census Survey Sample Sample is the true representation of the population by studying of the sample we can predict the behavior of the population.4. There can be two types of survey are possible. To process & analyze data:After the data was collected it was tabulated. 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. Sample Size: 50 (in this case) Method of Sampling:In this project.A circle divided in to sections. From all the targeted customers. the survey was done within the market that means probabilistic convenience Sampling was carried out.A chart in which the length of the bar represents the amount of the item associated with the bar. Techniques Applied Bar Chart:. 48 . 49 .” 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.4.” 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.2 TYPES OF RESEARCH Along with this there may be 3 type of research methodology these are :They are – Exploratory Research Descriptive Research Casual Research “My research is based on the exploratory research. 5. Analysis and Interpretatio n of data . 50 . 18% are use maruti alto. ANALYSIS & INTERPRETATION OF THE DATA Which Maruti Model do you have? Model Maruti 800 Maruti Swift Maruti Wagon-R Maruti Alto Other Respondant 1 22 11 Percentage 2% 44% 22% 9 7 18% 14% Data Analysis: From the above table we can conclude that according to opinion of customers.and 14% people are use other car of maruti Suzuki.44% are use maruti swift.because.2% are use maruti 800.5. .22% are use maruti wagon-R. Data interpretation: Most demanded version of the company is swift. its design & price is very affordable to the customer. 51 . So the firm should think for the diesel and gas variants. The customers are also looking for the gas models which will suitable for LPG and CNG.Which Version do you have? Particula Responden Percentag r t e Petrol Diesel LPG or GAS 28 20 9 49% 35% 16% Data Analysis From the above table we can conclude that according to the dealers 35 % of the customer asks for the diesel variants while 49% support the petrol variants and 16 % wants the LPG variants of different models. Data Interpretation 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. 52 . look etc. 18% think that after sale service is provided by Maruti.If you have Maruti Suzuki what features do you like most? Particule Respondan r tPercentage Price Quality Services Other 12 28 9 1 24% 57% 17% 2% Data Analysis The above analysis shows that 24 % of customers are buying the Maruti Suzuki product for its price. 53 . While other people give emphasis to the after sale service. Quality and other features are also a trait for the buyers. Data Interpretation We can conclude that most of the people think that Maruti Suzuki pricing are economical so they are loyal to his brand. 56 % buy them due to their quality. And 2% people buy them due to other reasons like style. 54 . data is concerned with those customers who are the existing customers of Maruti Suzuki and data is also concerned with new customers. Data Interpretation We can conclude that there is huge no of customer’s are satisfied with the performance of the car. there is 60% response is very good and 16% is response for good also there is 2% response of poor performance of car.What is the performance of your Car? Particuler Respondan tPercentage Excellent Very Good Good Poor 11 30 22% 60% 8 1 16% 2% Data Analysis The above analysis shows that there is 22% customers are highly satisfied from the performance of car. After Servicing your vehicles PARTICULE RESPONDAN PERCENTAG R T E YES NO 40 10 delivered at the promised time? 80% 20% Data Analysis There is 80% customers response is that they get their vehicle at promisied time . 55 . 20% customers who responded that they never get their vehicle at promisied time.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. Data Interpretation Servicing comes in after sales services. 4% for the rank 5.34% for the rank 2. 56 . Data Interpretation By the analysis this is found that there is huge customers of Mruti Suzuki those are satisfied from the company.What rank you will give to your company as for the satisfaction level 1 is the highest 5 is the lowest rank of satisfactory level? RESPONDAN PERCENTAG T E RANK 1 2 3 4 5 9 17 17 5 2 18% 34% 34% 10% 4% Data Analysis The table is shows the rank for the customer satisfaction level 1 is highest and 5 is the lowest.34%for the rank 3.10% for the rank 4.there is 18% response for the rank 1. 57 .30% for good and also there is 8% opinion for poor relationship with the dealer.How you find the behavior of sales executive? RANK RESPONDAN PERCENTAG T E Excellent Very Good 6 25 12% 50% Good Poor 15 4 30% 8% Data Analysis The table shows that there is 12% opinion for the excellent and 50% response for good. Data Interpretation 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. Data Interpretation There is important to know the after sales services of the company it shows the customers satisfaction and also shows the customer relationship management.30% for the good and there is 6% responded for the poor services of the company. 58 .What you will say about after sales services of company? Rank Excellent Very good Respondant Percentage 7 14% 25 50% Good poor 15 3 30% 6% Data Analysis The table shows that there is 14% customer responded for the excellent services of company and 50% for the very good. where 66% customer say they don’t visit. 59 .Does the sales team of Maruti suzuki regularly visit to your outlet or place? Ans Yes No Respondant Percentage 17 34% 33 66% Data analysis From above diagram we are conclude that 34% customer says that they visit their outlet or place. Data interpretation Company’s dealer should improve the service of daily visit of the customer at their place. Which company is giving you much benefit? Particular Respondant Maruti suzuki Hyundai Ford Honda Other 28 13 1 7 1 Percentage 56% 26% 2% 14% 2% Data analysis From the above chart we can conclude that. 60 .where Hyundai got 26%.other got 2%.Honda got 14%. majority customer give to maruti Suzuki it is 56%.ford got 2%. Data interpretation in the sence of the benefit provider company in this case it is ahead. 42% says about customer care service. So it will beneficial to improve customer relationships. So dealer should be improve that services. Data interpretation After analysis we can say that customers are not get many services of company as they expected. 12% says about behavior of salesmen. 61 . 36% customer need improvement in service. and 10% people says about other side improvement.According to you what are the areas of improvement is needed? Particuler Service Behavior of salesmen Customer care Other Respondant 18 6 21 5 Percentage 36% 12% 42% 10% Data analysis: According to the above chart we can understand that. 4% are get regular phone calls 26% get all of these. So company should improve that. and 18 % are not get any of these. Data interpretation After analyze the data we understand that many of the customer are far away from extra benefits. Because it is a very helpful to build the relationship to the custom 62 . 6% get gifts. company providing to you? Particular Quality service Gifts Occasional wishes Regular phone calls All of these None of these Respondent Percentage 19 38% 3 6% 4 8% 2 4% 13 26% 9 18% Data analysis From the above chart we can analyze that 38% prefer quality of service.What are the additional benefits.8% get occasional wishes. Does the Maruti Suzuki helps you in sorting out the problems? Particular Respond Percentage Yes 32 64% No 23 46% Data analysis From the above chart we can understand that how company helpful to the customers problems. Data interpretation After analyze the chart and data we came to know that company & dealer perfect automobiles should think out & take step against the unsatisfied customer for better customer relationship. 64% customers says yes.so. 63 . 46% says about no. 6. Results and findings . 64 . RESULTS & FINDINGS 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. Servicing comes in after sales services. 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.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. Most of people think Maruti Suzuki pricing are economical so they are loyal to his brand. There is large no of customer’s 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. So the firm should think for the diesel and gas variants. Quality and other features are also a trait for the buyers. While other people give emphasis to the after sale service. There is important to know the after sales services of the company it shows the customers satisfaction and also shows the customer relationship management. 65 .6. Limitations of the study .7. 66 . Some of the view given was completely views by customers as they were in a hurry and were not considered in the data analysis. Dull process and unwilling respondent also affect the result of the study. 67 . The result of the study is applicable to the survey area only.7. Time is also one of the important limitations. LIMITATIONS It was assumed that the information given by the respondents is authentic and best of their knowledge. Conclusion & Recommendatio n .8. 68 . The conclusion can be drawn from this study may be: Maruti Suzuki is India’s one of the leading automobile manufactures and also the leader of the market both in terms of volume and revenue generated. PERFECT is the Best dealer of Maruti Suzuki. Attractive offers should be given time to time. Day by day Maruti Suzuki is improving his reputation to other Automobile Company. Most of the customer satisfied by buying the Maruti car from PERFECT automobiles.8. to increase customer’s interests There should be easy process of car servicing. 69 . it can be said that PERFECT Automobiles has created its image in a very short period in Rajkot. RECOMMENDATION To conclude. There should be more efficient planning for satisfying customer needs. This satisfaction can be concluded by the response of customer in the questionnaires. It is attracting the customers with its good services. The comparison chart and survey report in this training report can recognize this. Hence Maruti Suzuki Limited has captured over all share of 49% in the Indian car market. CONCLUSION OF THE STUDY The research work was successfully identifying by the studying the relationship management of Maruti Suzuki in Poddar Car world in Guwahati. There should be more staff having experience of automobile sector. 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