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SYNOPSIS

CUSTOMER RELATIONSHIP MANAGEMENT IN MURUTI

UDYOG LIMITED
With reference to
VARUN MOTORS LIMITED, VISAKHAPATNAM

L. Ravi Kumar, M.B.A (Final)

Reg. No: 109268802015
INTRODUCTION
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Definition:

CRM means building long term relationship with customers and “understanding their
needs and responding through offering different products through different channels.

With my experience, I have designed some means for how to get Better returns & how to
attract the customer. They are:

• Providing special benefice’s to the customers.

• Creating trust on us in their minds.
• Maintaining interdependency.
• Sharing ideas & views, values.
• Giving respect to him.
• Commitment with him.
• Go for deep’ relation with him by day by day.

By following above, we can maintain good relation forever.

Perhaps the most distinctive skill of professional marketers is their ability to

create, maintain, protect and enhance brands. Branding is the art and cornerstone of
marketing. The American Marketing Association defines a brand as a name, term,
sign, symbol or design, or a combination of them, intended to identify the goods or
services of one seller or group of sellers and to differentiate them from those of
competitors. Thus a brand identifies the seller or maker.
A brand needs to be carefully managed so that its equity does not depreciate.
This requires maintaining or improving brand awareness, perceived quality and
functionality and positive associations. These tasks require continuous R & D
investment, skilful advertising and excellent trade and consumer service.

NEED FOR THE STUDY

The motive of any company is to generally acquire larger market share high
percentage of sales the Industry; this could be only achieved by building a higher
percentage of brand loyal customers.

Customer relationship management and data mining are critical differentials

that enable competitive edge for firms focused on increasing customer market share.
Though investment in marketing, sales and service innovation can be constrained due
to economic and cultural considerations, the initial analysis of the study indicates
common European consumer apparel sites enable higher content depth, navigational
context and help, consumer communication, and commerce efficiency.
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However, the study concurrently indicates lower customer customization and

mining, lifestyle connection and marketing, and consumer

PROFILE OF MARUTI UDYOG LIMITED (MUL)

Maruti Udyog Limited (MUL) was established as a private limited company in

India on February 1981, through an Act of Parliament to meet the growing demand of
a personal mode of transport caused by the lack of an efficient public transport
system, MUL is wholly owned by the Govt. of India at the time of its birth.

Suzuki Motor Company was chosen from seven prospective partners

worldwide. This was due not only to their undisputed leadership in small cars but
also to their commitment to actively bring to MUL contemporary technology and
Japanese management practices (which had catapulted Japan over USA to the status of
the top auto manufacturing country in the world).

PROFILE OF VARUN MOTORS

Varun group commenced its srikakulam operations in act 1992 with bajaj auto
franchise. which is now popularly known as “Varun Motors” this spectacular growth
is only due to aggressive and clear headed management of Mr. V. Prabhu Kishore
who has over two decades rich experience in auto mobile business couple with sheer
hard work of every staff members and above all out standing customer support.

Varun motors captured 60% of srikakulam two and four wheeler marketing
successfully with standing the challenges from the competition. As of now, varun
motor has work force of 140 members with a annul turn over of 22 cores for better
customer care, an ideal service customer is going to operation from now in the city.
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Maruthi Udyog Ltd. Company Snapshot :

OBJECTIVES

The study has been conducted with the following objectives:

1. To know how consumer welfare made customer to purchase product Maruti.

2. What factors and variables of brand influence them to purchase.
3. To know what position does the brand has in the minds of customers
4. To know how they became aware of the brand Maruti four wheelers.
5. To know level of satisfaction about the consumer welfare offered by Maruti.
6. To find out the market potential for Maruti four wheelers.
7. To know how maintain and improve brand awareness build brand loyalty

RESEARCH METHODOLOGY
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SOURCES OF DATA:

The data has been collected from both primary and secondary sources, to get
information regarding the organization and products

PRIMARY DATA: Primary data has been collected through questionnaires. The
questionnaire was mostly related to the brand awareness towards Maruti Products
ZEN of the customers on different features such as the model, price, effectiveness of
the brand etc. provided by Varun Motors Ltd.

SECONDARY DATA: Secondary data has been taken from 1) Reports

2) Pamphlets 3) Advertisement 4) Customer database 5) News papers
6) Internet

SAMPLING:
Out of few lakes of Maruti customers spread all over India, the
customers of Varun Motors Ltd., Visakhapatnam city only are taken as target
population for the study.

The sample size of 100 is selected from the database of the company. The
study requires on in depth survey and keen observation in a collecting data regarding
the brand awareness levels of Maruti customers.

Only simple random sampling technique is adopted in selection the sample.

In this technique, each and every unit of the population has on equal opportunity of
being selected in the sample.

SEGMENTING CUSTOMERS

Understanding each customer becomes particularly important. Besides for the

same product or a service not all the customers can be treated as alike. C.RM needs to divide &
segmenting the customers. CRM needs to divide the customer by
1) Tastes & Preferences 2) Age groups 3) Lifestyles 4) Physical & psychological
characteristics.

Increase Loyalty

It is an endeavor of any org. to that its customers are advocate for the
company and the products. Any company will like the mindshare status to improve from being
a suspect to being an advocate.

Any company, it has to invest in terms of its products and services to its
customers. It has to innovate and meet the needs of its customers so that they remain as
advocates on the loyalty curve. Repeat sales invariably are low cost high margin sales. It has
also the implication of being not "one time sale". Besides, repeat sale are to induce
satisfaction.
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FINDINGS & CONCLUSION

The following details can be inferred after analysis with a simple size of 100,
which included customers, by questionnaire method to find out the brand awareness
towards Zen with reference to MARUTI.

1. Most of the customers relating to Maruti belong to the category of employees

as they occupy 30% of the entire customers. The next to them
industrialists will come as they occupy 24% of the customers.
2. Most of the customers have bought the car 2 years back.
3. The promotional strategy of Maruti is advertisements of which electronic
media and by press is playing a vital role.
4. Out of the models of Maruti the most popular brand is Zen because it is
possessed by 45% of the customers.
5. Most of the customers are aware of educational programs that are being
conducted by Maruti to the maintenance of the car.
6. Though the customers are having good awareness levels regarding the
programs being conducted by Maruti they are not attending the programs
because of various reasons.
7. The customers find some problems regarding the mileage of Zen while
comparing with the remaining models.

SUGGESTIONS

1. Sri Varun Motors Pvt. Ltd. may maintain the stock of spares of all brands of
Maruti Four Wheelers so that it does not cause any inconvenience to the Customers.
2. The charges for servicing the Four Wheelers may be slightly reduced
3. Some of the people are facing problems with mileage which should be
rectified
4. As a promotional measure of Sri Varun Motors Pvt. Ltd. may increase free
services camps. This will increase Customer’s loyalty.
5. A few more service stations smaller in size may be set up in areas where
there is more demand which will satisfy more customers of all areas.
6. As per the study after sales service, cleaning and servicing vehicles should
be given importance and improved.
7. Care should be taken to see that delivery of new cars as well as serviced car
should be in time.
8. Customers are expecting some complaints during the delivery of car.
Hence, such items may be given to improve to Customers Satisfaction.