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Project Report
On
Project Report
Submitted in partial fulfillment of the requirements for the award
of the
INTERNATIONAL MBA IN MARKETING
By
ANAND JOSHI
UBI/MBA/I/JUL11/7718
JARO EDUCATION
MUMBAI
APRIL 2012
DECLARATION
Management
submitted
in
partial
fulfillment
of
the
Anand Joshi
Place: Pune
th
ACKNOWLEDGEMENT
INDUSTRY PROFILE
The Indian paint industry, estimated to be around Rs. 21,000 Cr industry, has been
growing at a rate of above 15% for the past few years. The organized players cater to
about 65% of the overall demand, whereas the unorganized players take care of the
remaining 35% in value terms.
The industry consists of two segments, namely decorative segment & Industrial segment.
In the domestic market, Decorative segment accounts for 70% of the total demand for
paints whereas industrial segment accounts for remaining 30%.
Growth of the paint industry has been consistent with the growth of Indian GDP. Paint
industry growing at a rate of 1.5 to 2 times of Indian GDP.
The top 5 companies make up more than 80% sales of the organized market.
Top 5 companies in India market are
1) Asian Paints Ltd. (Rs. 6500 Cr)
2) Kansai Nerolac Paints Ltd.(Rs. 3000 Cr)
3) Berger Paints Ltd. (Rs. 2200 Cr)
4) Akzonobel India Ltd. (1100 Cr)
5) Shalimar Paints (Rs. 500 Cr)
COMPANY PROFILE
Kansai Nerolac Paints Ltd.(KNPL)
Kansai Nerolac Paints Ltd. has been a cherished name in millions of household across
the length & breadth of India. It is the second largest coating company in India and the
market leader in automotive & powder coating.
Kansai Nerolac Paints ltd. is a subsidiary of Japan based Kansai Paint Limited, which is
one of the top ten companies in the world. The technological edge of Kansai helps us
constantly innovate & come up with products that meet consumer need gaps. Kansai
Nerolac has always believed that the key to its business is:
i) Technology
iii) Innovations
iv) Quality
Kansai Nerolac Paint Ltd. is number one in automotive sector having strong presence in
almost all major automotive industries like Maruti Suzuki, Toyota, Tata Motors, Mahindra,
Honda, Bajaj, Volvo etc.
They have very strong distribution network in domestic market for decorative segment
also KNPL is leader in powder coating.
KNPL having 5 manufacturing facilities in 4 regions to cater all India operation with
whereas the head office & R & D centre is based at Mumbai.
KNPL is the 1st Indian paint company working on SAP.
CRM (customer relationship management):CRM (customer relationship management) is an information industry term for
methodologies, software, and usually Internet capabilities that help an enterprise manage
customer relationships in an organized way. For example, an enterprise might build a
database about its customers that described relationships in sufficient detail so that
management, salespeople, people providing service, and perhaps the customer directly
could access information, match customer needs with product plans and offerings, remind
customers of service requirements, know what other products a customer had purchased,
and so forth.
According to one industry view, CRM consists of:
Allowing the formation of individualized relationships with customers, with the aim
of improving customer satisfaction and maximizing profits; identifying the most
profitable customers and providing them the highest level of service.
Providing employees with the information and processes necessary to know their
customers understand and identify customer needs and effectively build
relationships between the company, its customer base, and distribution partners.
Aims of CRM:The CRM is a new technique in marketing where the marketer tries to develop long term
relationship with the customers to develop them as life time customers. CRM aims to
make the customer climb up the ladder of loyalty.
The company first tries to determine who are likely prospects i.e. the people who have a
strong potential interest in the product and ability to pay for it. The company hopes to
convert many of its qualified prospect into first time customers and then to convert those
first time customers into repeat customers. Then the company tries to convert these
repeat customers into clients they are those people who buy only from the company in
the relevant product categories. The next challenge for the company is to convert these
clients into advocates. Advocates are those clients who praise the company and
encourage others to buy from it.
The ultimate challenge is to convert these advocates into partners where the customers
and the clients work actively together to discover ways of getting mutual benefit.
Thus in CRM the key performance figure is not just current market share but share of life
time value by converting customers into partners.
In CRM the company tries to identify that small percentage (20%) of key account holders
whose contribution to the company revenues is high (80%). So from this point of view,
CRM is also known as KEY ACCOUNT MANAGEMENT.
Why Customer Relationship Management: A satisfied customer in 10 years will bring 100 more customers to the company.
It costs 7 times more to attract a new customer than to serve an old one.
20% of the companys loyal customers account for 80% of its revenues. (Paretos
principle).
The chances of selling to an existing customer are 1 in 2; the chances of selling to a
new customer are 1 in 16.
Benefits of Customer Relationship Management:A Customer Relationship Management system may be chosen because it is thought to
provide the following advantages:
Enterprise ability
Customer Attentions
Increase profitability
Improved planning
Customer service:
CRM software provides a business with the ability to create, assign and manage requests
made by customers. An example would be Call Center software which helps to direct a
customer to the agent who can best help them with their current problem. Recognizing
that this type of service is an important factor in attracting and retaining customers,
organizations are increasingly turning to technology to help them improve their clients
experience while aiming to increase efficiency and minimize costs. CRM software can
also be used to identify and reward loyal customers which in turn will help customer
retention. Even so, a 2009 study revealed that only 39% of corporate executives believe
their employees have the right tools and authority to solve client problems.
Marketing:
CRM systems for marketing help the enterprise identify and target potential clients and
generate leads for the sales team. A key marketing capability is tracking and measuring
multichannel campaigns, including email, search, social media, telephone and direct mail.
Metrics monitored include clicks, responses, leads, deals, and revenue. Alternatively,
Prospect Relationship Management (PRM) solutions offer to track customer behavior and
nurture them from first contact to sale, often cutting out the active sales process
altogether.
In a web-focused marketing CRM solution, organizations create and track specific web
activities that help develop the client relationship. These activities may include such
activities as free downloads, online video content, and online web presentations
Product- or company-related postings
Positive product comments, reviews
Visitors following link from social channel to online stores URL
Visitors referred to website from online friend
Sales:Sales Force Automation (SFA): involves using software to streamline all phases of the
sales process, minimizing the time that sales representatives need to spend on each
phase. This allows a business to use fewer sales representatives to manage their clients.
At the core of SFA is a contact management system for tracking and recording every
stage in the sales process for each prospective client, from initial contact to final
disposition. Many SFA applications also include insights into opportunities, territories,
sales forecasts and workflow automation.
More sales lead with expressed interest or need
Increase in referrals
Reduce cost per lead acquired
Key social influencers identified and engaged (invited to write a blog, for
instance, or otherwise participate in a companys online community)
Overall increase in online sales and/or online customers
High response rate to coupon or promotion offered on Facebook or other social
channel
Increased purchasing from social channel visitors vs. regular online visitors
Product development:New ideas for future products or services generated via contests or crowd
sourcing, in which online groups brainstorm and then vote on best ideas
Responses to online surveys to vote on new product features or upgrades
Horizontal vs. Vertical:Major CRM vendors offer horizontal CRM solutions. In order to tailor a horizontal CRM
solution, companies may use industry templates to overlay some generic best practices
by industry on top of the horizontal CRM solution. Horizontal CRM vendors may also rely
on value added reseller networks of systems integrators to build vertical solutions and sell
them as 3rd party add-ons or to come in and customize the solution to fit into a particular
scenario.
Vertical CRM vendors focus on a particular industry. As a general rule of thumb in CRM, it
is ten times more costly to build a vertical solution from a horizontal software program
than it is to find a particular vertical solution that is already tailored to your business model
and industry.
How to introduce CRM in the company:Four key steps for putting one to one marketing program to work
Step 1: Identify your customers:
To launch a one to one initiative the company must be able to locate and contact a fair
number of customers or at least a substantial portion of its valuable customers. It is
crucial to know the customer details as much as possible, not just their names or address,
but their habits, preferences and so forth.
Significance of the study:The CRM (customer relationship management) is an integrated effort to strengthen the
network of relationship for the mutual benefit of both the parties. The biggest
management challenge in the new millennium of liberalization and globalization for a
business is to maintain good relationship with the king the customer. This study is of
great significance because
Review of the existing literature:With the available literature we can summarize CRM in the words of various authors as
followsCustomer Relationship Management marketing can be defined as an integrated
effort to identify, maintain and build up a network with the individual customers
and to continuously strengthen the network for the mutual benefit of both parties,
through interactive, individualized and value added contracts over a long period of
time.
Conceptualization:A firm in paint industry has to maintain good relations with its customers. They have to
retain the customers for a long time to avail the benefit of their relations. The customer
relationship management is one of the effective tools to identify, establish and maintain
relationship with the customers.
2.
3.
4.
Research Methodology
A research design is simply a plan for study in collecting and analyzing the data. It helps
the researcher to conduct the study in an economical method and relevant to the
problem.
Research methodology is a systematic way to solve a research problem. The
methodology should combine economy with efficiency.
Research design
Questionnaire
1.
a)
Dealer
b)
Industry
2.
a)
Yes
b)
No
3.
a)
Yes
b)
No
4.
Yes
b)
No
5.
a)
Yes
b)
No
6.
a)
Face to face .
b)
c)
Others means
7.
a)
b)
Surveys.
c)
8.
Yes
b)
No
9.
a)
Yes
b)
No
Yes
b)
No
Yes
b)
No
Yes
b)
No
Yes.
b)
No.
Yes.
b)
No.
15. Do you regularly review the business process to eliminate non value- adding
activities and improve customer satisfaction?
a)
Yes
b)
No.
16. Is the working environment is conducive to the well-being and morale of all
employees?
a)
Yes
b)
No.
b)
c)
No role to play.
Yes
b)
No such database.
Yes
b)
No
Yes
b)
No
Yes
b)
No
Yes
b)
No
Yes
b) No.
Analysis:The customers of the COMPANY are the direct industries & wholesalers. It is because for
the decorative segment the number of retailers is very large as compared to the
wholesalers. So it is not possible for the company to approach to the retailers. Therefore
the company sells to the wholesalers and then wholesalers sell to the retailers.
Customers are encouraged to give suggestions and complaints so that the company can
improve its working and services. If the customers complaints are not resolved the
customers will be dissatisfied and the company may lose its customers.
Different customers have different requirements. So the company customizes its product
accordingly to satisfy the customers. It also gives more choice to the customers.
To get the information about the customers and to measure the satisfaction the company
conducts surveys through Business development sales persons.
The company gives credit facility to its customers to increase the sales volume. If the
company do not sell on credit the customers may switch over to other companies.
The company maintains frequent communication with the customers. As soon as the
product is ready or a new product is launched the information is provided to the
customers. Communication is also necessary to maintain the interest of the customers in
the company.
The company gives concession to its regular customers so as to retain its most valuable
and profitable customers.
The company regularly reviews the business process in order to eliminate non valueadding activities, to reduce the cost and to make the whole work efficient and effective. If
the internal customers are not satisfied and there is lack of coordination among the
departments then it will affect the external customers also.
2.
3.
Recommendations:
There should be more and more emphasis given by the company for satisfying
the customer up to an apex limit and by providing the utility of every penny of
his money.
The company should be flexible to bend its rules and procedures in the clients
favour.
Conclusion:From this study it can be concluded that the customer relationship management in
Company is satisfactory. The company is using various CRM practices like customization
of the product, maintaining interaction with the customers regularly and providing good
quality product etc. Customer relationship management has a certain impact on the
profitability of the company. Average sale per customer has increased 15% over the last
two years. Customer response rate towards marketing activities is also improving. There
are various factors affecting the customer relationship management like working
environment of the company, support from top management and coordination among the
departments of the company. Information technology is not used as much as it should be.
The company is using traditional tools of CRM like quantitative research, personal
interviews. The company should modern tools like data mining, contact center, e-CRM
and web based survey tools.
References:
http://www.google.com