NMIMS Global Access

School for Continuing Education (NGA-SCE)

Course: Customer Relationship Management
Internal Assignment Applicable for December 2020 Examination

Assignment Marks: 30

Instructions:

 All Questions carry equal marks.

 All Questions are compulsory
 All answers to be explained in not more than 1000 words for question 1 and 2 and for
question 3 in not more than 500 words for each subsection. Use relevant examples,
illustrations as far as possible.
 All answers to be written individually. Discussion and group work is not advisable.
 Students are free to refer to any books/reference material/website/internet for
attempting their assignments, but are not allowed to copy the matter as it is from the
source of reference.

 Students should write the assignment in their own words. Copying of assignments from
other students is not allowed.

 Students should follow the following parameter for answering the assignment questions.

For Theoretical Answer For Numerical Answer

Assessment Parameter Weightage Assessment Parameter Weightage
Introduction 20% Understanding and usage 20%
Concepts and Application 60% of the formula
related to the question Procedure / Steps 50%
Conclusion 20% Correct Answer & 30%
Interpretation

1. As a marketing manager of an online delivery application which caters specifically to

grocery, what innovation would you introduce to retain your existing customers and
attract new customers to increase your customers lifetime value during the current
COVID-19 pandemic. (10 Marks)
 NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Customer Relationship Management
Internal Assignment Applicable for December 2020 Examination

2. Prepare a Caselet for Salesforce India. Look at their CRM practices and solutions they
offer and enlist their competitive advantages vis-à-vis other players in the Indian
market. (10 Marks)

3. The male grooming market has been expanding rapidly over the last few years in India.
There are umpteen number of brands out there vying for the share of the target
audience’s wallet. Face washes, Beard oils, Styling gels, lip balms, Talcum powders,
Cologne soaps, moisturizers, etc. are some of the male grooming products available in
the market. A multinational FMCG company known for its home and personal care
products, is planning to launch a new brand of ‘anti-pollution face wash’ in Indian
markets. The face wash will be available nationwide and promises to be a mix of
herbal ingredients, aloe vera & charcoal.

a. Devise a customer relationship management strategy based on the segmentation study.

(5 Marks)

b. Create a customer profile based on the information provided in the brief given above.
(5 Marks)

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