Pratik .D.

Dudani
Roll no: 19
SY BMS (A)

CRM CASE STUDY 1

1. According to me the major problem was the lack of awareness amongst the
people regarding the product and its scientific importance and the
preference traditional products such as neem twigs, salt, ash, tobacco and
other herbal ingredients over toothpaste in the rural markets. Although,
HLL was successful in creating a blend of science and nature, it’s all in vain
unless the people know about it. There must have been complete
ignorance amongst the people regarding the product and its
scientific/herbal importance given the literacy rate and the know about of
the people in the rural markets. Also, many of the people prefer
toothpowder over toothpaste in the rural areas and it would make much
more sense if HHL had come up with a herbal toothpowder rather than a
toothpaste. HLL failed in creating awareness and educating people
regarding the product and its advantages. Further, the company wanted to
increase the toothpaste market size itself in the rural markets which is not
such a smart thing to do with a new product. It must have uplifted the
market size with one of its rather successful brands in order to minimize
the risks.
2. a) There was nothing much wrong with the pricing since HLL adopted a
penetrative pricing policy in order to capture as much market share as
possible. The pricing strategy has proved to be the most successful,
especially in the rural areas dude to the high degree of responsiveness of
the people to the price of the product and the relatively higher price
elasticity of demand in the rural markets.
 b) The rural areas in India are severely underdeveloped with majority of the
people living below the poverty line. The per capita income is very low and
hence the people are highly responsive to the price. Price is one of the
most important factors influencing demand especially in the rural areas and
even more in case of FMCGs such as toothpaste. The success or failure of a
product greatly depends on the pricing in the rural markets as the people
are price sensitive.

3. HLL must indulge in heavy market research since the product has failed
miserably once, and if it does happen again, there is no coming back.
 Consumer behavior: It is very essential to understand the consumer
behavior and know how the consumers think, feel and select from
different brands.
 Perception: It is important what the consumer perceives of the
product and make the necessary arrangements to change it if it is not
in the favor of the company.
 Product awareness: HLL must not repeat the mistakes it made and
must spread awareness about the product, its advantages and the
scientific importance. This can be achieved through effective
advertisements.
 Quality: The quality of the product must be supreme as the
consumers must not feel that they are being cheated on.
 Packaging: Packaging plays an important role as it is what makes the
product attractive. The packaging must be attractive to the
consumers and the text must be preferably in the regional language
so that the consumers can easily understand what they product
wants to convey.
 Family influence: In India, most of the families use only one kind of
toothpaste so it is important to influence the families at large and
not just individuals.
 Sampling: The Company must indulge in sampling in order to get the
much needed feedback from the consumers and make the necessary
changes if required.
 Pratik .D. Dudani
Roll no: 19
SY BMS (A)
CRM CASE STUDY 2
1. The dis-interest of the members may largely be due to the dull nature of
the society and the other members. The society must try to make things
more interesting and entertaining through various methods:
a) There could be cultural events held on various occasions such as
republic day, Independence Day, etc.
b) Here could be various sporting events held in the society such as
weekly cricket tournaments, football, badminton etc.
c) They must try and celebrate festivals such as Holi, Diwali, Christmas
and Eid with small get-togethers in the society.
d) The members must also take active part in all of the events and
functions and be interested in the welfare of the society.
2. Criticism is not easy to deal with, especially when one has done some much
and instead of appreciating the efforts, it is really hard to deal with all the
criticism. However, Mr. Joshi was familiar with the nature and behavior of
the people in the society and should have ignored all the possible criticism.
His resignation will just worsen the situation and will make things difficult
for everybody. There is no one after him to take care of the administration
and will only worsen things and increase the day-to-day problems faced by
the members and himself. So according to me, he should not have resigned
and just ignored the criticism.
3. It is quite prominent that all the problems arising in the society are due to
sheer di-interest of the members in the affairs of the society. Nobody is
willing to step up and do any work, and when someone does, all he gets is a
lot of criticism. There is something majorly wrong with the attitude of the
people and it must change for the society to prosper. The vary basis for a
society to live in peace and harmony is co-operation amongst the members
which is absent in this case. The solution to all the subsequent problems is
that all the members must take equal interest in the affairs of the society
and try and rebuild the faith. It is understandable that everybody has a tight
schedule but everybody can shell out a few hours on a Sunday. It is really
hard to maintain cordial relationships with so many people and to ensure
the smooth functioning of such a large society is not one man’s job but a
group effort, so according to me everybody should step up and take some
interest in the society.