4.0. SX4 Pre-launch Campaign management on MSD CRM 4.

0
The launch of SX4 is an example of Maruti’s CRM campaign management for
positioning a new product using MSD CRM successfully. The objectives were
to position the car in the sedan segment in competion with Honda City, to
conquer new customers and loyalize the previous model Baleno. An
integrated communication campaign was launched that coordinated TV and
print campaigns, direct marketing, preview events, electronic media, as well
as dealer marketing. The goal of entire marketing was to select relevant
prospects for the actual launch in the upcoming period. The activity started by
one-to-one bulk email marketing followed by print and TV advertising. Based
on the responses of this activity, the prospects are called for preview launch,
thereby; the contact details of these hot prospects are passed to dealers for the
follow up once the product entered into the actual market. The effectiveness
of the campaign was measured in terms of response rate, cost per contact, ROI
on campaign & quality of prospects.
Overall the campaign was extremely successful, not only premium
positioning but also in terms of leading sales in the targeted segment (Honda
Siel /Ford fiesta/Hyundai Verna).

4.1.Insights for Dealer Development Division (DDD)

& used car division (TRUE VALUE)
There are two major responsibilities of the DDD division.

1. Improving the customer satisfaction of the existing customers through dealer

activities.

2. Enhancing dealer network by analyzing the demographic variables.

Analytical CRM will provide the satisfaction scores (defection scores)

upon which there will be action taken by the relevant division for
improving the customer satisfaction measures.
This would help the dealers to increase profitability by retaining them.

Also, analytical CRM will provide the cluster analysis, upon which the
DDD will take action to appoint a new dealer in the city or close down the
existing one.
The TRUE VALUE division undertakes trade-in activities of any car in the market. Operational CRM
will provide recommendations based on the data from DMS or Maruti e- commerce portal of
exchange of cars or other sources

0.. Loyalty card implementation (Auto card)

Maruti Suzuki loyalty card is a unique loyalty reward program designed
exclusively for the owners of Maruti cars. The program is loaded with
powerful features and offers the customers best services along with exciting
rewards and privileges. With this program the customers will not only get
reward points on spending but also on the contribution to the ever increasing
sales of Maruti cars. Like, whenever the customers recommend his friends or
colleagues, he/she would earn reward points which can redeemed while
buying any product or service from Maruti.
Maruti ties up SBI Bank to penetrate into rural market.

MSD CRM 4.0 will help the Loyalty program department in tracking the
customers and their purchase benefits so that it can provide insights and
recommendations for one-to-one marketing through SMSs and emails. This
would help Maruti retain these customers and offer custom solutions to each
customer.