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A PROJECT REPORTON

MARUTI SUZUKIStudy on Customer Relationship Management

Submitted in the partially fulfilment of

MASTER OF BUSINESS ADMINISTRATION

Submitted by:Irshad RabbaniReg. NO-1006229006

Under the Sincere Guidance of

External Guide Internal Guide

Mr. Ritesh Pandey Er. Supratim Pratihar

(Team Leader) Prof. in Marketing.

Krishna Motors DRIEMS - MBA

Darbhanga.

DRIEMS MBA Tangi, Cuttack
http://www.google.co.in/imgres?q=kizashi+model+in+india+wallpaper&hl=en&safe=off&gbv=2&biw=1366&bih=595&tbm=isch&tbnid=i1ErtYUDznXqkM:&imgrefurl=http://autogang.blogspot.com/2011_02_01_archive.html&docid=hU3UbU4Iss-s5M&imgurl=http://1.bp.blogspot.com/_D5hgPjGJZ54/TUpHDbAjy7I/AAAAAAAAEMU/4MzvwQT-Eys/s1600/Suzuki-Kizashi_Sport_2011_1600x1200_wallpaper_08.jpg&w=1600&h=1200&ei=3H6xTrreNczItAas5-lD&zoom=1http://www.google.co.in/imgres?q=kizashi+model+in+india+wallpaper&hl=en&safe=off&gbv=2&biw=1366&bih=595&tbm=isch&tbnid=i1ErtYUDznXqkM:&imgrefurl=http://autogang.blogspot.com/2011_02_01_archive.html&docid=hU3UbU4Iss-s5M&imgurl=http://1.bp.blogspot.com/_D5hgPjGJZ54/TUpHDbAjy7I/AAAAAAAAEMU/4MzvwQT-Eys/s1600/Suzuki-Kizashi_Sport_2011_1600x1200_wallpaper_08.jpg&w=1600&h=1200&ei=3H6xTrreNczItAas5-lD&zoom=1

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PROJECT REPORTON

Customer Relationship Management of MarutiSuzukiSubmitted in the partial fulfilment of

MASTER OF BUSINESS ADMINISTRATION

This project is submitted To DRIEMS-MBA,

Biju pattnaik University of Technology towards the partialfulfilment of the summer internship of the MBA Degree

FOR THE YEAR

2010 12

Submitted By:

Irshad Rabbani

Reg No. 1006229006

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CERTIFICATE

This is to certify that the project entitledStudy onCustomer Relationship Management on MarutiSuzukisubmittedbyIrshad Rabbani, the followingproject curriculum has been done under myguidance and supervision in partial fulfilment ofMasters of Business Administration.

The working analysis mentioned in this report hasbeen undertaken by the candidate herself andnecessary reference has been recognized and

acknowledged in the text of the report.

Er. Supratim pratihar(Internal project guide)

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DECLARATION

I Irshad rabbani do hereby declare that this SummerProject entitled Customer RelationshipManagement Of Maruti Suzuki under KrishnaMotors, submitted by me in partial fulfilment ofMBA is a record of my own work and experienceand has neither been submitted nor publisheselsewhere.

IRSHAD RABBANI

REGD. NO.: 1006229006

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ACKNOWLEDGEMENT

Many talented people have contributed to the successful

completion of this work and I would like to extend a word of

thanks and appreciation to all of them.

First, I take this opportunity to acknowledge my institutionDhaneshwar Rath Institute of Engineering& Management

Studies, BPUT where I am pursuing my degree Master of

Business Administration. I empress my thanks to Mr Supratim

Pratihar

Internal Project Guide, for her guidance, supports and

encouragement which helped me in completing my project.

Above all, I would like to thank the Almighty God without

whom this work could never have been completed.

Irshad Rabbani

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PREFACE

The world of marketing is moving more rapidly

than ever. The intelligent and successful people.

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TABLE OF CONTENTS1 . INTRODUCTION

2. PURPOSE OF RESEARCH STUDY

RESEARCH STUDYSCOPE OF THE STUDY

3. RESEARCH METHODOLOGY

TOOLS OF RESEARCHRESOURCE OF DATA

4. RECOMMENDATIONS, FINDINGS AND LIMATATIONS

5 . CONCLUS ION

6. BIBLIOGRAPHY

INTRODUCTION

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A licence and a Joint Venture agreement were signed between Gov.

of India and Suzuki Motor Company (now Suzuki Motor

Corporation of Japan) in Oct 1982.

The objectives of MUL then were:

M o d e r n i z a t i o n o f t h e I n d i a n A u t o m o b i l e Industry.

Production of fuel- efficient vehicles to conserve scarce resources.

Production of large number of motor vehicles which was necessary

for economic growth.

MUL Vision

MUL Core Values* Customer obsession

* Fast flexible and first mover

* Innovation and creativity

* Networking and partnership

* Openness and learning

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Technological advantage:We have introduced the superior16* 4 hypertech engines across the

entire Maruti Suzuki range. This is the new technology harnesses the

power of brainy 16 bit computer to a fuel efficient 4 valve engine tocreate optimum engine delivery. This means every Maruti owner gets

the ideal combination of power and performance from his car.

Our other innovation has been the introduction of Electronic Power

Steering in select models. This results in better and greater

manoeuvrability. In other words our cars have become even more

pleasurable to drive.

Production /R & DSpread over a sp rawl ing 297 ac res wi th 3 fu l ly -

integrated production facilities, the Maruti Udyog Plant has

already rolled out ov er 4. 3 mil l i on ve hic le s. In fa ct ,

on an ave rag e , two vehicles roll out of the factory every

minute. And it takes on an average, just 14 hours to make acar. More importantly, with an incredible range of 11 models

available in 50 variants, there's a Maruti Suzuki made here to

fit every car-buyer's budget. And dream

PRODUCTION MILESTONESi) 1st vehicle produced, December 1983

ii) 1, 00,000 vehicles produced by August, 1986

iii) 5, 00,000 vehicles produced by June, 1990

IV) 1st vehicle produced, December 1983

v) 1, 00,000 vehicles produced by August, 1986

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vi) 5, 00,000 vehicles produced by June, 1990

vii) 10, 00,000 vehicles produced by March, 1994

viii) 15, 00,000 vehicles produced by April, 1996

ix) 20, 00,000 vehicles produced by October, 1997

x) 25, 00,000 vehicles produced by March, 1999

xi) 30, 00,000 vehicles produced by June, 2000

xii) 35, 00,000 vehicles produced by December 2001

xiii) 40, 00,000 vehicles produced by April, 2003

xiv) 45, 00,000 vehicles produced by April, 2004

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MILESTONES

2005The fifth lakh car rolls out in April, 2005

Growth in overall sales by 15.8% 2004New (non A/C) variant of Alto

Alto becomes India's new bestselling car LPG variant of 'Omni Cargo' Versa 5-seater, a new variant Bolero LXi, a new variant Maruti closed the financial year 2003-04 with an annual

sale of 472122 units, the highest ever since the company beganoperations 20years ago

2003 New Suzuki Grand VitaraXL-7

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Redesigned and all-new Zen New upgraded Wagon R Enters into partnership with State Bank of India Production of 4 millionth vehicles. Listed on BSE and NSE

after a public issue oversubscribed 10 times

2002 Wagon R Pride

Esteem Diesel. All other variants upgraded Maruti Insurance. Two new subsidiaries started:

Maruti Insurance Distributor Services and Maruti Insurance

Brokers Limited

Alto Spin LXi, with electronic power steering Special edition ofMaruti 800, Indias first color-coordinated

car

Maruti True value in Mumbai

Maruti Finance in Mumbai with 10 finance companies

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1996 Gypsy (E) (970cc, 4WD 8 seater)

Omni (E) (796cc, MUV, 8 seater) Gypsy King (1298cc, 4WD, off road vehicle) Zen Automatic (993cc, hatchback car) Esteem 1.3L (1298 cc, 3 box Car) AX Launch of 24-hour emergency on-road vehicle service

1995

Esteem 1.3L (1298 cc, 3 box car) VX With the launch of second plant, installed capacity

reached200, 000 units

1994 Esteem1.3L (1298cc, 3 box car) LX Produced the 1 millionth vehicle since the commencement

of production

1993 Zen (993 cc, h atchb ack C ar), which was l ater exported

in Europe and elsewhere as the Alto
http://www.google.co.in/imgres?q=gypsy+maruti+suzuki&hl=en&safe=off&gbv=2&biw=1311&bih=571&tbm=isch&tbnid=qyrS_3HB2X_QaM:&imgrefurl=http://connect.in.com/maruti-gypsy/photos-maruti-gypsy-ext2-171fbfe5565a5718.html&docid=W-GNVMghEt0NSM&imgurl=http://imgs.indiaautomobile.com/newcar_images/maruti_gypsy/maruti_gypsy_ext2.jpg&w=640&h=423&ei=htWmTtnuJM3ViAK10q3ZDQ&zoom=1

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1992 SMC increases its stake in Maruti to 50 percent

1991 Reaches cumulative indigenisation of 65 percent for

all vehicles produced

1990 Maruti 1000(970cc, 3 box), Indias first contemporary sedan

1988 Installed capacity increased to 100,000 units

1987 Exported first lot of 500 cars to Hungary

1986 Maruti 800 (New Model-796cc, hatchback Car) Produced 100,000 vehicles (cumulative production) 1985 Launch of Maruti Gypsy (970cc, 4WD off-road vehicle)

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2003Maruti 800, Maruti Zen and Maruti Esteem make it to the top

10automotive brands in "Most Trusted Brand survey 2003" J

D Power ranked 3 models of Maruti on top: Wagon R, Zen and

Esteem

Maruti 800 and Wagon R top in NFO Total Customer

Satisfaction Study 2003.

MUL tops in J D Power CSI (2001) for 4th time in a row

2001MUL tops in J D Power CSI (2001) for 2nd time in a row:

another international first

2000Maruti bags JD Power CSI - 1st rank; unique

achieveme nt by market leader anywhere in the world

1999MSM launched as model workshop in India; achieves highest

CSI rating.

Central Board of Excise & Customs awards Maruti with

"Samman Patra", for contribution to exchequer and being an ideal tax

assesse

1998CII's Business Excellence Award

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1996Maruti wins INSSAN award for "Excellence in Suggestion Scheme"

Awarded the Star Trading House status by Ministry of Commerce

1994-95E n g i n e e r i n g E x p o r t s P r o m o t i o n C o u n c i l ' s a w a r d

f o r e x p o r t performance

1994Best Canteen award among Haryana Industries as part ofemployee

welfare





Why Maruti Suzuki

The Quality Advantage

Maruti Suzuki owners experiences fewer problems with theirvehicles than any other car manufacturer in India (J.D PowerIQS study 2004).The Alto was chosen No.1 in the premium

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SCOPE OF THE STUDY

T h i s s t u d y e x t e n d s i t s e m p h a s i s o n s t u d y i n g v a r i o u s

economic, social, geographical and political aspects of trade

relations between India and the gulf countries.

It further extends to suggest possible measures and steps to

further strengthen the trade structure between India and the

gulf countries.

Th i s s t u d y i s a n e f f o r t t o h i g h l i g h t v a r i o u s strategic

factors which are crucial for the trade ties between India and

the gulf countries.

RESEARCH METHODOLOGY

1. TOOLS OF RESEARCH

2. RESOURCE OF DATA

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A Research Methodology defines the purpose of the research,

how i t p roceeds , how to measure p rogress and wha t

cons t i tu t e success with respect to the objectives determined for

carrying out the research study. The appropriate research design

formulated is detailed below.

Exploratory research:

This kind of rese arch has the pri mary objective of

development of insights into the problem. It studies the main

area where the problem lies and also tries to evaluate

some appropriate courses of action.

The research methodology for the present study has been adopted

to reflect these realties and help reach the logicalconclusion in an objective and scientific manner. The present study

contemplated an exploratory research

NATURE OF DATASecondary data:

Secondary data that is already available and published .it could

be internal and external source of data. Internal source: which

originates from the specific field or area where researches carried out

e.g. publish broachers, official reports etc.

External source:

This originates outside the field of study like books, periodicals,

journals, newspapers and the Internet.

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Management at Maruti believes that a successfully CRMstrategy cannot be implemented by simple installing and

integrating a software package and will not happen over right.

Changes must occur at all level including policies and processes,

front of house customer service, employee training, marketing,

systems and information management, all aspects of the

business must be reshaped to be customer driven.

To be effective, the CRM process has been integrated with end-

to-end across marketing, sales, and customer services.

The objectives of CRM at MARUTI:- To identify customers success factor To create a customer-based culture To adopt customer-based measures To develop an endto-end process to serve customers To recommend what questions to ask to help a customer

solve a problem

To recommend what to tell a customer with a complaintabout a purchase

To track all aspects of selling to customers and prospects aswell as customer support. Before implementing the CRM

segment the management at MARUTI did a survey to

identify what profile aspects it feels are relevant to its

business, such as what information it needs to serves its

customers, the customers past financial history, the effects

of the CRM segment and what information is a not useful.Being able to eliminate unwanted information is a large

aspects of implementing CRM systems.

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SFA automates the critical sales and sales force managementfunctions of Maruti i.e., lead/ account management contact

management, quote management, forecasting, sales

administration, keeping in track of customer preferences, buying

habits and demographics as well as performance management.

SFA tools are designed to improve field sales productivity. Key

infrastructure requirements of SFA are mobile synchronization

and integrated product configuration.

Customer Service and support (CSS) CSS at Maruti automates the service request, complaints,product returns, and information requests \. The internal

helpdesk and inbound call centre support for customer enquiries

have been involved into the customer interaction centre (CIC),using multiple channels (Web, phone / fax , face to face , kiosk

etc.) key infrastructure requirements of CSS includes computer

telephony integration (CTI) which provides high volume

processing capabilities , and reliability.

Enterprise marketing automation(EMA)

EMA of the company provides information about the businessenvironment, including competitors of Maruti, industry trends,

and macro environmental variables. It is the execution side of

campaign and lead management. The intent of EMA application

is to improve marketing campaign efficiencies. Function

includes demographic analysis, variable segment, and predictive

modeling occurs on the analytical (Business Intelligence) side.

Integrated CRM software is often also known as front officesolution. Of Maruti, This is because they deal directly with thecustomer of the company.

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Maruti uses CRM software to store all of their customersdetails. When a customer calls at Maruti the system is used to

retrieve and store information relevant to the customer. By

serving the customer quickly and efficiently, and also keeping

all information on a customer in one place. The management at

Maruti aims to make cost savings , also encourage new

customers

ANALYTICAL CRMIn analytical CRM, data gathered within operational CRM and/or

other sources are analysed to segment customers or to identify

potential to enhance client relationship. Customer analysis

typically leads to targeted campaigns to increase share of

customer's wallet. Examples of Campaigns directed towards

customers are:

Acquisition: Cross-sell, up-sell

Retention: Retaining customers who leave due to maturity

or attrition.

I n f o r m a t i o n : P r o v i d i n g t i m e l y a n d r e g u l a r

i n f o r m a t i o n t o customers about Maruti.

Modification: Altering details of the transactional nature of

the customers' relationship. Analysis typically covers but is not

limited to:Decision support: Dashboards, reporting, metrics, and

performances.

Predictive modelling of customer attributes

Strategy and research. Analysis of Customer data relates to the

following analyses:

Campaign management and analysis

Contact channel optimization

Contact Optimization

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CustomerAcquisition / Reactivation / Retention

CustomerSegmentation

CustomerSatisfaction Measurement / Increase

Sales Coverage Optimization

Fraud Detection and analysis

Financial Forecasts

Pricing Optimization

Product Development

Program Evaluation

RiskAssessment and Management Data collection and

a n a l y s i s i s v i e w e d a s a c o n t i n u i n g a n d i t e r a t i v e

process. Ideally, business decisions are refined over time,

based on feedback from earlier analysis and decisions. Therefore, a

s u c c e s s f u l a n a l y t i c a l C R M p r o j e c t s t a k ea d v a n t a g e o f d ata to provide suitable data.

COLLABORATIVE CRMCollaborative CRM facilitates interactions with customers

through all channels (personal, letter, fax, phone, web, e-mail) and suppor ts co -o r d i na t i on o f emp lo ye e t e am s

a n d c h a n n e l s . I t i s a bsolution that brings people, processes

and data together so company can better serve and retain their

customers. Collaborative CRM provides the following benefits:

Enables efficient productive customer interactions across all

communications channels

Enables web collaboration to reduce customer service cost

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Integrates call centres enabling multi-channel personal

customer interaction

I n t e g r a t e s v i e w o f t h e c u s t o m e r w h i l e i n t e r a c t i o n

a t t h e transaction level

PURPOSES OF CUSTOMERRELATIONSHIPMANAGEMENTCRM, in its broadest sense, means managing all

interactions and business with customers. This includes, but is not

limited to, improving

Customer service. The CRM program allows Maruti to

acquire customers, service the customer, increase the value

of the customer to the company, retain good customers, and

determine which customers can be retained or given a higher level

of service. A good C R M p r o g r a m c a n i m p r o v e

c u s t o m e r s e r v i c e b y f a c i l i t a t i n g communication in

several ways:

Prov ide p roduc t in fo rmat ion , p roduc t use

in fo rmat ion , and technical assistance on web sites that are

accessible 24 hours a day, 7days a week.

Identify how each individual customer defines quality and then

design a service strategy for each customer based on these

individual requirements and expectations.

Provide a fast mechanism for managing and scheduling follow-

up sa les ca l l s to a ssess pos t -purchase cogn i t ived i s s o n a n c e r e p u r c h a s e p r o b a b i l i t i e s , r e p u r c h a s e

t i me s , a n d r e p u r c h a s e frequencies.

Provide a mechanism to track all points of contact

between customer and the company, and do it in an integrated

way so that all sources and types of contact are included, and all

users of the system see the same view of the customer (reduces

confusion).

Help to identify potential problems quickly, before they occur.

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Provide a user-friendly mechanism for registering

customer complaints (complaints that are not registered

with the company c a n n o t b e r e s o l v e d , a n d a r e a

m a j o r s o u r c e o f c u s t o m e r dissatisfaction).

Provide a fast mechanism for handling problems and compla in t s

(compla in t s tha t a re re so lved qu ick ly can inc rease

customer satisfaction).

Provide a fast mechanism for correcting service deficiencies

(correct the problem before other customers experience the

same dissatisfaction).

Use internet cookies to track customer interests and personalize

product offerings accordingly.

Use the Internet to engage in collaborative customization or real-timecustomization.

P r o v i d e a f a s t m e c h a n i s m f o r m a n a g i n g a n d

s c h e d u l i n g maintenance, repair, and on-going support

(improve efficiency and effectiveness).

The CRM can be integrated into other cross-functional systems

and the reby p rov ide accoun t ing and p roduc t ion

in fo rmat ion to customers when they want it.

IMPROVING CUSTOMER RELATIONSHIPSC R M p r o g r a m s a l s o a r e a b l e t o i m p r o v e

c u s t o m e r relationships. Proponents say this is so because:

CRM technology can track customer interests, needs, and buying

hab i t s a s they p rogress th rough the i r l i fe cyc les , and

ta i lo r the marketing effort accordingly. This way customer gets

exactly what they want as they change.

The technology can track customer product use as the

product progresses th rou gh i t s l i fe cyc le , and ta i lo r the

se rv ice s t ra t eg y accordingly. These way customers get what

they need as the product ages.

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In industrial markets, the technology can be used to micro-segment

the buying centre and help coordinate the conflicting and

changing purchase criteria of its members.

When any of the technology-driven improvements in

c ust ome r s e r v i c e ( m e n t i o n e d a b o v e ) c o n t r i b u t e t o

l o n g - t er m c u s t o me r sat isfaction, they can ensure repeat

purchases, improve customer relationships, increase customer

loyalty, decrease customer turnover, decrease marketing costs

(associated with customer acquisition and customer training),increase sales revenue, and thereby increase profit margins.

Repeat purchase, however, comes from customer

satisfaction -which in turn comes from a deeper understanding

of each customer, their individual business challenges andproposing solutions for those challenges rather than a "one size fits

all" approach.

CRM software enables sales people to achieve this one on

one approach to s e l l ing and can au t omate some

e lemen t s o f i t v i a

Tailor able marketing communications. However, all

of these elements are facilitated by or for humans to achieve

- CRM is therefore a company-wide attitude as much as a softwaresolution.

CRM PROCESSES AND FUNCTIONS:

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Technical white paper uses Business Rules (a set of Enterprise

Rules that define the actions to be taken and aretermed as C u s t o m e r r e c o m m e n d e d a c t i o n s o r

C R A ) . T h e D e c i s i o n engine takes as input the Customer

Profile, Contact History and applies the stored Business Rules thereby

creating a set of one o r m o r e R e c o m m e n d e d A c t i o n s

f o r t h e c u s t o m e r s . T h e Business Rules Managementcomponent enables the creat ion, delet ion, analysis and

s t o r a g e o f t h e B u s i n e s s R u l e s i n r epository. The

Customer Profile component is generated

based on the information in the

Customer Information File (CIF)

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RECOMMENDATIONS AND CONCLUSION

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Dear sir or madam,

I am doing a study onCustomer

Relationship Management of MarutiSuzuki for our

academic purpose. I would like you to be a part of mystudy. All the information from you will be used for

academic purpose only soliciting your kind response.

Thanking you

MBA (2010-12)

DRIEMS B-School

Tangi, Cuttack

Customer Relationship ManagementQuestionnaire:

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1) Our companys corporate strategy gives importance to a

customers needs.

a) Agree 65%

b) Disagree 20%

c) Cant say 15%

2) Relationship with customers are given great value in our

organisation.

a) Agree 85%

b) Disagree 10%

c) Cant say 5%

3) What do you feel about the companys promotional activities of

attracting new

customers and retaining old ones?

a) Excellent 72%

b) Good 10%

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c) Fair 15%

d) Bad 3%

4) Does customer satisfaction surveys help in understanding a

customers needs? How do they help?

Ans. Yes the customer satisfaction surveys helps the company tounderstand the customers needs. It helps the company in many

ways:

To design the model in accordance to the customer To fix up the price range keeping the budget of the customer in

mind.

To upgrade the present need in accordance to the marketfashion.

5) The organisation clearly identifies difference customer types.

a) True 76%

b) False 20%

c) Cant say 4%

excellent

good

fair

bad

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6) Do you think our company is able to give excellent customer

service at any point of content?

a) Yes 86%

b) No 10%

c) May be 4%

7) Information about our customers are stored in the company data

base for future case studies.

a) Agree 72%

b) Disagree 20%

c) Cant say 8%

8) What do you do when you receive any customer complaint?

Ans. The company do the best possible to handle the customer

grievances and solve the problem as much fast as possible because

the company count itself by the number of the customer.

9) Do you feel the working environment of the company is suitable

to meet the needs of internal customer?

Ans. Yes, I feel the working environment of the company is suitable

to meet the needs of internal customer.

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b) Service 35%

c) Price 45%

d) Style 15%

e) Others 1%

12) How would you date your overall experience with the sales force

team?

a) Excellent 65%

fuel cosumption

service

price

style

others

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b) No 70%

c) Dont know 2%

14) Would you like to receive frequent update from MUL.

a) Yes 76%

b) No 20%

YES

NO

DON'T KNOW

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c) Dont know 4%

BIBLIOGRAPHY

YES

NO

DON'T KNOW

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Books

Crm- chattopadhya

Crm-mishra and joshi

Journals

Icfai university press

Business and economy

Web sites

Www.marutiudyog.com Gurgaon.nic.in/maruti.html Auto.indiamart.com Economictimes.indiatimes.com En.wikipedia.org/wiki www.citrix.com

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