CRM IN THE PRINTING SOLUTIONS

INDUSTRY – PRAGATI OFFSET

PRINTERS

GROUP-9 SEC – A
010108069 - Abhijit Paul
010108130 - Biswarup Banik
010108140 - Kumari Lata
010108166 - Neelakshi Saha
010108126 - Pratik Thacker
010108156 - Saurabh Burman
010108139 - Sayan Bhanja
010108117 – Saurav Dey
ABOUT THE COMPANY
 Pragati offset Pvt.Ltd. is a 38 year old company based in
Hyderabad.
 It is a leading printing house in India and cater to clients
worldwide.
 Started in 1962 by Sri Hanumantha Rao with an initial
capital of Rs 10000
 At present its annual turnover is Rs 49 crores operating
from Hyderabad and Mumbai.
 It uses the latest technology of the period and always
have given emphasize on QUALITY & CUSTOMER
SATISFACTION.
MISSION & AWARDS
 “ To achieve total customer satisfaction by providing the
highest quality products, least turn – around time and a
good performance ratio.”
 Its single minded focus have made it win several awards
like – Best printers in India, Best printers in Asia, Best
quality printers in SAARC countries, 2002 SAPPI Asian
printer of the year, Most outstanding Printer, Indian
National awards for excellence in printing, etc.
SITUATION AUDIT
 Pragati provides a one stop facility where customers can
get their printing and related requirements fulfilled.
 The staff of around 300 employees produces a wide
variety of work.
 It also provides several special set of services to its
customers forming its USP like – setting up a customer
service team for providing consultancy services and
starting of its online tracking system to meet customers
information needs.
 Pragati provides best printing at - least possible time and
most economical price.
 It has a vast clientele including names like – TATA,
ESSAR, TOI, ISB, INFOSYS, ITC etc.
 Its attributes, qualities and staffs have earned it a very
respectful position in its industry.
 The importance of technology in this field have been
recognised by management at a very early stage and
proper timely measures were thus taken by them.
 Introduced its first phototypesetter in 1979.

 Latest of its technological advances is the upgradation

from CtF to CtP process.
 All its technological upgradation decisions are backed by
thorough investigation.
 Their visit to a trade show in Korea was a prior step of
the purchase of a Creo Trendsetter 3244 and a Screen
Platerite 8000.
 Good relationship with key suppliers of technology like
KPG, CREO and SCREEN.
 Pragati started computerization of its processes from
1993 after understanding the importance of the internet.
 Setting up of EDI and MIS which works 24*7.

 Continuous in house training programmes.

 Constant motivation provided to employees like

Performance Reward Programme etc.
 Even its first workers of 1962 are still working with it.
 Always aims at achieving total customer satisfaction
evident from implementing Customer Relationship
Management in 1997
 The CRM software is currently under the maintenance of
Computer Monitoring Cell.
 The customer service representatives provide all the
necessary services till the job is complete.
 Website is quite friendly to use.

 Feedback taken from customers at time of delivery and

necessary actions taken promptly.
THE SWOT ANALYSIS
 STRENGTHS:
 Emphasis on the golden rule of quality and customer
satisfaction.
 Prime focus on customer relationship management.

 One stop shop specialty.

 Highly technology oriented and use of cutting age

technology.
 Price and performance ratio maintenance.

 Satisfied internal and external customers & suppliers.

 Efficiency and timeliness.

 WEAKNESS:
 Too much dependant on modern technology and
machineries.
 OPPURTUNITIES:

 Can diversify the business offerings based on current

customer relationship, thus building a strong brand
image to spread businee operations to other countries.
 THREATS:

 Rapid change in technology can pose a serious threat in

case of any accidents or arrival of a more technologically
sound competitor.
ISSUES
 The one issue that can be faced by them at a future date
is whether they can maintain the same customer
relationship and employee efficiency in the face of
changing technology and rising competition.
RECOMMENDATIONS
 Diversify business operations on the same lines for
increasing profitability, as they enjoy good brand equity
in these field.
 Always have a back up plan to support any problems in
face of a technological failure.
 Keep manual labor trained and up to date.

 Keep a close tab on new technological advancements

and competitor activities how ever small they are.
ANALYSIS
FINDINGS
QUESTIONS & ANSWERS
 Q1. Discuss the role of CRM system in any firm’s
competitiveness.
 CRM helps the management and customer service staffs cope
with customer concerns and issues.CRM involves gathering a
lot of data about the customer & used to facilitate customer
service transactions by making the information needed to
resolve the issue or concern readily available to those dealing
with the customers. This results in more satisfied customers, a
more profitable business and more resources available to the
support staff. Furthermore, CRM Customer Relationship
Management systems are a great help to the management in
deciding on the future course of the company. CRM also helps
in Retention of existing customer so that firm should grow
and prosper.
 Q2. What are the characteristics of CRM in ‘Pragati
Offset printers’ ?
 In case of Pragati offset printers CRM has helped to
create a customer value at every step by :
 a) total customer satisfaction

 b) meeting quality standards

 c) fulfilling the needs and expectations of the customer

as per the requirements
 d) set up of customer service team to help customers by
advising them on different aspects.
 e) Online tracking system
 Q3. In terms of key requirements of ‘Loyalty’, ‘Retention’
and ‘Database management’, how Pragati offset has achieved
those ?
  Pragati has achieved loyalty, retention and database
management of customers by providing services which are
not provided by others.
 They have set up a Customer service team which helps the
customer by providing right kind of advice regarding job and
also providing consultancy services
 They have introduced Online tracking system which will help
in seamless access to information regarding products and
services and also in tracking the status of a particular job
 Successfully Implemented Electronic Database Management
 Q5. In your opinion, how CRM could be done in a better
way in this company ?
 Apart from the regular services provided by Pragati
offset, they can come up with customized offers and
schemes for their different clients.
 They can also organize parties and social gatherings so
that they can interact and maintain good relations with
the clients
 They can also diversify into producing related products
which are required by the clients so that they have a one
stop shop
CONCLUSION
 THE END