A STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT IN

SALES MANAGEMENT AT RAVI FOODS PVT. LTD

Project report submitted in partial fulfilment for the award of the degree

POST GRADUATE DIPLOMA IN MANAGEMENT

By

ROOPESH K

ROLL NO.-1901141

Under the supervision of

Mr. Manoj Danturi, Area Sales Manager, Ravi Foods Pvt.ltd and

Dr. Mousumi Singha Mahapatra, Assistant Professor, IPE

Hyderabad
2019-2021
 CHAPTER 1: INTRODUCTION

1.1 Customer Relationship Management (CRM)

Strategy
Customer relationship management is approach of
creating, maintaining and expanding customer relations.
Through CRM integrating strategies, functions and Business
Process
business processes to expand organization.
With CRM Organization concentrate on return on
relationship (ROR) more than return on investment
(ROI).Without integration of customer data with other
CRM
business areas like marketing, product design ,supply
People
chain, complainants management, etc. organizations
cannot make 360 degree analysis.
Functionaliti
es

1.2 CORE MODULES OF CRM

Core module of CRM consists of three main aspects sales management, marketing management,
services management.
 Sale Management
CRM includes function of sales management aspects like sales planning, sales forecasting,
territory management, orders, incentive and commissions.
 Marketing Management
Marketing management CRM provides most important functions like market analysis,
campaigning management, E-marketing, Customer segmentation.
 Service Management
With help of CRM organization can access Service Sales
customer feedback, after sales issues, complaints. Management Management

Marketing
Management
1.3 Levels of CRM
CRM collects a lot data at multiple contact points with customers, this data used by operational
staff for day-to-day activities and analyzed by senior management.
• Operational CRM
• Analytical CRM

➢ Operational CRM
With Operational CRM, Customers data is stored in database and used for sales, marketing for
operational staff. At this level operations for bottom level like delivery of goods to customer by
using GPS. These reports gives “What is happening” in the organization. Front office monitor
data for setting targets, and take corrective actions.
➢ Analytical CRM
Using data collected over a period to make decisions by senior management, making strategic
decisions instead of day-to-day that would affect whole business. Behavioral analysis of
customers and cross selling of products assisted to sales with analyzed CRM data. Designing
supply chain, Product upgradation, new product development is possible through analytical
CRM.
1.2 CRM Integration Fast Moving Consumer Goods (FMCG)
FMCG is 4th largest sector in Indian economy at 3.4 lakh crores in 2018 and estimated $103
billion in 2020. Around 35% comes from Urban India and rural India expected 11-12% growth
for 2020. Expecting Rural India to reach $220 billion at 2025 from $23.6 billion in 2018.
Biscuit industry is largest of FMCG with ₹35,000 crores in 2018.Britannia, Parle, ITC’s
(Sunfeast) among top players. With other player like Surya foods, Anmol, Saj industry, Raja
Udyog, Dukes, Mondelez international and top 15 player accounts 92% of Biscuit market.

FMCG Sector
₹3.4 Lakhs crores in
2018
Biscuit
industry
₹35,000
crores
1.3 Trade Formats
With FMCG thriving in both Urban and Rural India , Sector need multiple kinds of trade format
to reach consumers with greater impact and cost effectively. There are four different kinds of
trade that most commonly used.
1. General Trade
2. Modern Trade
3. Central Police Canteens
4. E-Commerce
General Trade:
General trade or Traditional trade is one of mostly used trade format in India, Through
Distributers, Sub distributer and reaching 12 million kiranas (retail outlets) is difficult task for
companies. Due to multiple channel, partner’s high margins are carried among them. Because of
more margins, involved Modern trade is highly profitable for companies.
Modern Trade:
Modern trade is just 2% of all retail industry. Modern trade is not convenient to rural Indians.
Through modern trade organizations like Hyper market, super markets and mini markets.
Modern trade more organized than general trade. Modern trade take high control of stock and
margin based decisions.

Central Police Canteens:

Government of India purchases directly from manufactures in bulk and supply across canteens
throughout the country. Canteens operate at just 1% profitable margins.

E-commerce:

With Storing Products at Fulfillment centers by E-commerce companies makes easy for
companies to reach consumer directly those who willing to order from digital mode.
E Comm companies works around 20% margins.