PROJECT REPORT

ON

“A STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT WITH SPECIAL

REFERENCE TO ELITE MOTORS VOLKSWAGEN BENGALURU”

BY

Keerthi Sagar G

1NH18MBA32

Submitted to

DEPARTMENT OF MANAGEMENT STUDIES

NEW HORIZON COLLEGE OF ENGINEERING,

OUTER RING ROAD, MARATHALLI,

BENGALURU

In partial fulfilment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

Under the guidance of

Assitant Prof

. Ms Saumi Roy

2018-2020

CERTIFICATE

This is to certify that KEERTHI SAGAR G bearing USN 1NH18MBA32, is a

bonafide student of Master of Business Administration course of the

Institute (Batch), autonomous program, affiliated to Visvesvaraya

Technological University, Belgaum. Project report on A STUDY ON

CUSTOMER RELATIONSHIP MANAGEMENT ‖is prepared by him/her under the

guidance of Asst prof saumi roy , in partial fulfillment of requirements

for the award of the degree of Master of Business Administration of

Visvesvaraya Technological University, Belgaum Karnataka.

Signature of Internal Guide Signature of HOD Principal

Name of the Examiners with affiliation Signature with date

1. External Examiner

2. Internal Examiner

DECLARATION

I, Keerthi Sagar G, hereby declare that the project report on “A STUDY ON CUSTOMER

RELATIONSHIP MANAGEMENT WITH SPECIAL REFERENCE TO ELITE MOTORS

VOLKSWAGEN” with reference that is prepared by me under the guidance of Asst prof saumi

roy , faculty of M.B.A Department, New Horizon College of Engineering.

I also declare that this project report is towards the partial fulfilment of the university

regulations for the award of the degree of Master of Business Administration by Visvesvaraya

Technological University, Belgaum.

I have undergone an industry project for a period of Twelve weeks. I further declare that this

report is based on the original study undertaken by me and has not been submitted for the award

of a degree/diploma from any other University / Institution.

Signature of Student

Place:

Date:

ACKNOWLEDGEMENT

The successful completion of the project would not have been possible without

the guidance and support of many people. I express my sincere gratitude to Pavan

bharegowda , for allowing to do my project at A STUDY ON CUSTOMER

RELATIONSHIP MANAGEMENT WITH SPECIAL REFERENCE TO ELITE MOTORS

VOLKSWAGEN.

I thank the staff of ELITE MOTORS VOLKSWAGEN, Bengaluru for their support

and guidance and helping me in completion of the report.

I am thankful to my internal guide asst prof Saumi Roy, for his constant support

and inspiration throughout the project and invaluable suggestions, guidance and

also for providing valuable information.

Finally, I express my gratitude towards my parents and family for their

continuous support during the study.

KEERTHI SAGAR G

1NH18MBA32

TABLE OF CONTENTS

SL. NUMBER CONTENTS PAGE NUMBERS

1 Executive Summary 1

2 Theoretical Background Of The Study 13-19

3 Industry Profile &Company Profile 20-44

4 Application Of Theoretical Framework 20-44

5 Analysis And Interpretation Of Financial

Statements And Reports 54-82

6 Learning Experience- Findings,

Suggestions And Conclusion 83-86

7 Bibliography 87

C R M WITH SPECIAL REFERENCE TO ELITE MOTORS

VOLKSWAGEN BENGALURU KEERTHI SAGAR G

1NH18MBA32 Dr. Saumi Roy

Assistant .Professor

Executive summary

The biggest challenge for the management in this modern world is to maintain good

relationship and serve the Customers in better manner.

In olden days company was just concentrating towards selling their vehicle or products they

were not concentrated to words maintaining CRM. These days the companies are concentrated

to words maintaining good (CRM) customer relationship management so that they don’t want

to lose the present customers. Thus the study on Customer relationship management is

undertaken at Volkswagen Bangalore, to study present practices of CRM in Elite motors

Volkswagen Bangalore, to know the behavioural changes of customer to understand various

technique’s used by Volkswagen to retain their customer

Also to check whether the products and services are meeting the customer needs and to suggest

feasible solution’s to improve CRM. For this purpose descriptive research is selected and both

the primary and the secondary data is collected using questionnaire.

The findings with respect to the study includes the company is using effective after sales

service to attract the customers ,they inform the customers in advance about the next service

and if there is any new product ,majority of the respondent are satisfied with the CRM

maintained by the ELITE motor Volkswagen, at most of the respondent says company will

respond to their need quickly, 58% of the respondent says Volkswagen is good compared to

other company, most of the respondent says company employee show concern when they have

problem.

This shows that the company has maintained good relationship with the customer .ELITE

motors are maintaining good relationship with the customers, they are providing the vehicle

for the loan thus their sales has been increased and in Bengaluru the Volkswagen vehicle are

doing good by that we can say Volkswagen is a luxuries dependent and branded product.

The company is suggested to further improve it services, by declining the rate of interest they

can increase the number of the customers, and the company can provide door to door services

to further increase its sales, by decreasing the rate of interest even the middle class customers

can be get attracted towards the company and it is also suggested to increase the number of

outlets in Bangalore.

LIST OF TABLE

Table

Number

Particulars

Page

Number

Table 4.1

Table representing the gender of the respondent

55

Table 4.2

Table showing to which age group respondent belong

56

Table 4.3

Table representing the respondent occupation

57

Table 4.4

Table showing the annual income of the respondent

58

Table 4.5

Table showing the calculation that from how long respondent

are the Volkswagen customer

59

Table 4.6

Table showing which model of Volkswagen car do respondent

own

60

Table 4.7

Table representing how respondent come to know about

Volkswagen

62

Table 4.8

Table showing from whom did respondent purchased the

vehicle

64

Table 4.9

Table representing are respondent know about the safety

features provided by the Volkswagen

65

Table 4.10

Table showing how respondent come to know about the safety

features

66

Table 4.11

67

Table showing the calculation of what kind of the offers did

respondent get while purchasing

Table 4.12

Table showing what mode of payment did respondent use to

purchase

68

Table 4.13

Table showing what made respondent to purchase the vehicle

69

Table 4.14

Table showing the calculation of satisfaction level that

respondent get from the service provided by the ELITE motors

70

Table 4.15

Table representing respondent view towards Volkswagen price

71

Table 4.16

Table showing the opinion of respondent towards CRM

maintained by the Elite motors

72

Table 4.17

Table showing the opinion of respondent towards delivery of

car after service

74

Table 4.18

Table representing is Volkswagen fulfilling the respondent

needs

75

Table 4.19

Table showing how quick the company response to

respondents

76

Table 4.20

Table showing how is respondent relationship with the

company

77

Table 4.21

Table representing do respondent trust the brand image of the

Volkswagen

78

Table 4.22

Table showing will company inform the respondent regarding

the service pending

79

Table 4.23

Table representing will respondent suggest to buy the

Volkswagen products

80

Table 4.24

Table showing the respondent view towards Volkswagen

compared to other company

81

Table 4.25

Table representing will company employee show concern to

respondent come with the problem

82

LIST OF GRAPH

Graph

Number

Particulars

Page

Number

Graph4.1

Graph representing the gender of the respondent

55

Graph4.2

Graph showing to which age group respondent belong

56

Graph4.3

Graph representing the respondent occupation

57

Graph4.4

Graph showing the annual income of the respondent

58

Graph4.5

Graph showing the calculation that from how long respondent

are the Volkswagen customer

59

Graph4.6

Graph showing which model of Volkswagen car do respondent

own

60

Graph4.7

Graph representing how respondent come to know about

Volkswagen

62

Graph4.8

Graph showing from whom did respondent purchased the vehicle

64

Graph4.9

Graph representing are respondent know about the safety

features provided by the Volkswagen

65

Graph4.10

Graph showing how respondent come to know about the safety

features

66

Graph4.11

Graph showing the calculation of what kind of the offers did

respondent get while purchasing

67

Graph4.12

Graph showing what mode of payment did respondent use to

purchase

68

Graph4.13

Graph showing what made respondent to purchase the vehicle

69

Graph4.14

Graph showing the calculation of satisfaction level that

respondent get from the service provided by the ELITE motors

70

Graph4.15

Graph representing respondent view towards Volkswagen price

71

Graph4.16

Graph showing the opinion of respondent towards CRM

maintained by the Elite motors

72

Graph4.17

Graph showing the opinion of respondent towards delivery of car

after service

74

Graph4.18

Graph representing is Volkswagen fulfilling the respondent

needs

75

Graph4.19

Graph showing how quick the company response to respondents

76

Graph4.20

Graph showing how is respondent relationship with the company

77

Graph4.21

Graph representing do respondent trust the brand image of the

Volkswagen

78

Graph4.22

Graph showing will company inform the respondent regarding

the service pending

79

Graph4.23

Graph representing will respondent suggest to buy the

Volkswagen products

80

Graph4.24

Graph showing the respondent view towards Volkswagen

compared to other company

81

Graph4.25

Graph representing will company employee show concern to

respondent come with the problem

82

Chapter 1

INTRODUCTION

Introduction about the internship

Internship is a short term process of 10 week, where Iam going to visit the company and

experience the corporate environment. It is a mandatory task for the completion of our MBA

programme under VTU. My internship was done within the organisation called Elite motor

private limited, Volkswagen Bangalore. I fixed several learning goals that I wanted to full fill

them during of the time of my internship.

In the period of my study I am going to learn how the automobile industry is doing its

operations and how it is performing in the society. By the period I am going to understand the

strategies of automobile industry. With the help of study I am going to learn the corporate

ethics and knowledge required in the corporates. Get the required training from the

organisation. By that I am going gain the field experience. By the help of study I am going to

identify whether this kind of work is possible with me or not.

This internship includes my performance that I have contributed to achieve the basic goals I

stated. In the particular chapters a description of the Elite motor private limited and their

operation are given. After achieving of the goals which I have stated, I have given the

conclusion long with my internship experience according to the objective stated.

Study on the topic

“A STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT IN ELITE MOTORS Pvt

LTD WITH SPECIAL REFERENCE TO VOLKSWAGEN BANGALORE”

Introduction about the topic (CRM)

The biggest challenge for the management in this modern world is to maintain good

relationship and serve the Customers in better manner. The Customers are having more

bargaining power compare to past where they were not having alternative source of supply or

supplier. But today there is a huge change or transformation has been happened. The

environmental changes in business competition, liberalisation, high customer choice, more

alternatives, and customer do evaluate quality and value of the product before purchase.

These changes have been made customers to shift from one product to another product and old

traditional market to modern market. Modern marketing is focus towards developing a product,

pricing it, promoting it and making it available to focused customer. It builds more interaction

and value added relationship with the customer.

The Customer Relationship Management means the procedure of building co-operative and

collaborative relationship between seller and buyer. It is shortly known as CRM.

Definition

According to APICS Dictionary, CRM is defined as “The collection and analysis of

information designed for sales and marketing decision support to understand and support

existing and potential customer needs.”

Need of study/Statement of the problem

In olden days company just on concentrate selling their vehicle or products they were not

concentrated to words maintain CRM. These days the company are concentrated to words

maintaining good (CRM) customer relationship management so that they don’t want to lose

the present customers.

Through this they can grab the attention of new customer in future. By that they can increase

the sales, and gain good position in the market.

• CRM is used to know about the key customer wants and requirement so that they can

develop strong relation

• CRM is a company activity concentrated to attract the new customer and full fill the

requirements of them

• Important aspect of CRM is customer focus

• Helps the organisation growing in new and comparative world

Objectives of CRM

• To study present practices of CRM in Elite motors Volkswagen Bangalore

• To study the behavioural changes of customer

• To understand various technique’s used by Volkswagen to retain their customer

• To check whether the products and services are meeting the customer needs

• To suggest feasible solution’s to improve CRM

Scope of the study

The study is restricted to ELITE motors Pvt, LTD, Volkswagen at Bengaluru to know how the

company is maintaining its relationship with the customers.

Methodology of conducting research

➢ Research design

Type of the study that I have conducted is descriptive research study, which is the suitable to

know CRM at Elite motors Pvt. Ltd, Bangalore. The study can be used to identifying various

prospects

➢ Sampling method

The suitable method for research is a convenient sampling and random sampling. Convenient

sampling is selected because researcher will not get chance to collect the response from all the

customer of Elite motor Volkswagen Bangalore.

➢ Sources of data

Collection of data is done through the primary source and secondary source. The study is

completely based on sampling method. In this study the data is collected through customer

directly with interaction.

• Collection of primary data

Collection primary data is done with the help of some structured questionnaire which is

administrated to the different customer of Elite Motor Volkswagen Pvt ltd Bangalore.

• Collection of secondary data

Secondary data for this project is collected through genuine sources which are already been

examined by the experts and preceded. The sources for the study like company website,

journals and annual report.

Field work

It consists of 10 week field work and the survey has conducted in Bangalore for the ultimate

users of the Volkswagen customers.

Method of collection of primary data

Primary data is collected from direct interaction with the customer

Research type Descriptive

Research approach Survey method

Sources of data Secondary and primary data

Instrument of research Questionnaire

Plan of sampling Sampling unit ; customer

Size of sampling ; 100

Procedure of sampling ; convenient sampling

Method of contact Direct

Data analysis

After collection of primary data the analysis has made and represented in the form of graph

which is stated in upcoming study

Literature Review:

According to Dr Hisham Sayad Soliman in June 2011

At present CRM is considered as one of the important concept to be maintained by every org

as it helps in building of relationship with the customers and it is one of the strategy that is

adopted by the org to maintain strong relation with the customers for longer period. It reduces

the skipping of company by the customer. It helps in maintaining loyalty by the customers

towards the company

According to Alok Mishra, Deepti Mishra in 2009

CRM is going to help the company to maintaining good relationship by regularly interacting

with the customer. That is going to help the company in terms of fare computation in the society

CRM is a combination of relationship technology and information the implication if CRM is

costlier so if it is implementing then it should be maintained properly towards profitability

According to Clay and Maite ; in 1999

Customer relationship is a processes of long term where company can be more profitable by

maintaining good and effective CRM that is going to build a strong bridge between customers

and the company so that they both will be connected with the help of the modern technology

as well as strategies of market

According to Cirik ; in 2001

Customer relationship management is a process of maintaining all database of customer with

the help of technology where the company will get all the information of their customer with

just one click so they can connect with their customer for longer period

According to Doug ; in 2002

Customer relationship management is a part of business it is a kind of strategy which is used

by the company to follow the customer so that they can identify the customer requirement and

the changing need of the customer by that they can attract more number of new customers with

the help of present customer

Limitation of the study

• Time is limited in the study it’s a short period process

• In completion of project, I face the problem of budget

• I don’t have past experience so I have used the secondary data also in the project that I

prepared

• The company is not ready to give the sufficient data which is required to project

• Due to shortage of time, the study was restricted to only 100 respondents

• Response from the customer is restricted because of time limitation

CHAPTER - 2

Industry profile and company profile

Introduction:

The automobile industry is a combination of company and organisation which involved in

designing, development, manufacturing, marketing and selling of the motor vehicle.

Automobile industry plays an important role in the development of world economy and

contributing more to words the economic sector by revenue.

The term automobile has been derived from the 2 different languages one is Greek AUTOS (it

means self) and the 2nd one is derived from Latino MOTIVUS (it means of motion). The word

was contributed by ELMER SPERRY

About industry

This is one of the fast growing industries in the world. It has influenced world market in a

grater manor. This industry occupied the large market share in the world

History

The automobile which is capable of transporting human was firstly built in 1768 it was a steam

engine. The first car with hydrogen fluid and internal combustion was designed in 1807. The

first petrol car was manufactured in 1886 that was done by Benz. In 20th century the cars which

can run with the help of electricity has been introduced to world

The automobile industry is been established or started in 1760s with hundreds of

manufacturers, by keeping a concept that is “horse less carriage”

For so many years the United States contribute total production in the world of automobile. In

1929 before the great sorrow they had 32crore automobile in USA, and the US automobile

industry has contributed over 90% of them, at that period the US people are having 1 car for

every 5 members.

After the World War 2, the US is able to produce only 75% of the world auto

In 1980 the Japan becomes the world largest automobile producer by taking over the US and

it was continued till 1989. In 2006 also Japan leads the world and held the same until 2009.

The china has identified the opportunity and utilise it by establishing 13.8 million units. They

manufactured over 19.3 million units. Suddenly china has doubled the production of US then

Japan dropped to 3rd place with the units of 9.9 million.

In 1970, 140 models were developed,

In 1998, 260 models were developed,

In 2012, 684 models were introduced

It’s started growing on 1970 and still it is growing widely throughout the world in great manner

Safety

Safety is a important and necessary aspects which says protection from any of the risk, threat,

damage, danger or cause of injury

In automobile industry safety not only for users but also for operator’s manufacturers, where

they should not face any kind of risk or danger comes from the motor vehicle or its spares and

these should be cleanly check of damages that should be done before launching the vehicle.

In automobile industry safety is important concept or aspect that they have to look for, safety

is highly required and essential in automobile industry. Automotive have to follow or consider

certain norms values and regulation. Where local and international, in order to accepted in the

market by the people.

ISO 26262 is the best standard to be considered as one of the frame work to achieving and

gaining the view towards customer safety.

In case of product defect, danger, faulty production in safety issues during manufacturing the

vehicle. In that case maker can make a request to marketer for returning entire batch of faulty

products. This process called as “Product recall”.

It happens or occurs in every industry so that product test and inspection is conducted to check

the motor capacity and to avoid the product recall procedure, that company face should not

face any problem during the adoption of safety measures in automobile industry.

Table:2.1Rank according to the production in last 3 years

Rank In 2012 In 2013 In 2014

1 Toyota Toyota Toyota

2 General motor General motor Volkswagen

3 Volkswagen Volkswagen General motor

4 Hyundai Hyundai Nissan

5 Ford Ford Hyundai

6 Nissan Nissan Ford

Table: 2.2 Car manufacturing and their parental company

This is the list of the company where they belong and who are there owners. These are the

company which belong to various nations

India is having the ownership of 4 companies in the below table and that to the popular

company like Jaguar, Land Rover

Maker Parent Owner Parent Country

Aston Martin Aston Martin U K

Audi Volkswagen Germany

BMW BMW Germany

Suzuki Suzuki Japan

Datsun Nissan Japan

Ferrari Fiat Italy

Jaguar Tata India

Land Rover Tata India

SsangYong Mahindra &Mahindra India

Tata Tata India

Automobile industry in India

35 to 40% of the automobile industry in India is in Chennai, by 2017 it will be one of the

largest hub and going to produce around 3milion cars annually.

Scorpio is the best-selling SUV in the India

History of automobile industry in India

Before the independence the car showroom is located in Secunderabad.

The Hindustan ambassador contributed Indian economy from 1960 to 1980. The first car ran

on Indian road was at 1897 and from 1930 the cars were imported and that to in very small

number.

The automobile industry has been established in India at 1940 and the first car was launched

at 1942 by Hindustan motors. The competitor for Hindustan motor was premier and they were

manufacturing GM (General motor)and Fiat products respectively.

Mahindra and Mahindra were started by 2 brothers and it was established in 1945. They first

concentrated in assembling the jeep cj-3a utility vehicle they continued after independence

also.

The private company and the government of India put lot of effort in establishing automobile

industry to full fill the needs of people in India

Automobile industry before independence

In 1903 the first public taxi service has been started from the American company, the number

of cars were 50. After car has been introduced to India car’s has been directly imported from

foreign nation for 50 years

Some 40,000 motor vehicle has been imported to India before the World War 1. During the

World War, a small assembling unit has been planted in Bombay, Calcutta, and Madras. This

is the start of automobile industry in India

There was constant growth in import/assembling units in India after 1920s, that has just crossed

30000 units by 1930. At the end of War they realised the impertinence of establishing Indian

automobile industry to a nation. First motor, Hindustan motor and Mahindra & Mahindra

started the Owen factory in the period of 1940s for manufacturing the vehicle rather than

assemble the imported materials from other countries. The cars they choose to manufacture are

the latest in the world.

Automobile industry after independence

The Indian government stopped down the imports and foreign investment. Company like Ford

and GM take their bags and left India. From then India’s clock just stopped constant but the

world raced ahead. It will take around 50 years to catch up with the world automobile industry.

The birth of Ambassador

In 1957 the rear fender were given addition spare like small tail fin on either side, the dimpled

hood was added to give the smart look, the car was renamed as mark 1. In that time only car

was costing Rs 17000. In 1963 some more modification was made like grille and that was

named as mark 2. In 1975 the alteration with front length they made bigger frontal that is named

as mark 3.

In the year 1990 the new model was launched by the name Nova, three year later one more

1800 ISZ. Nova was the last engine with the power 1489cc that to in petrol engine. In 2004

HM launched the car in the name of Avigo by keeping ambassador model. The car was

designed by Mavendra Singh, the Avigo has a classic look from the outside and internal like

mounted console, wooden finished interiors and coloured seats.

Time of Contessa

H M has launched the car by the name contessa, it was launched in 1982. On those days one

of the luxury car manufactured in the boundaries of nation.in 1980s and 1990s. The contessa

was based on 1970s vintage Vauxhall Victor. For the first time India came up with the 1489cc

engine, later contessa was given with the Isuzu engine. They have the 3 versions of car in this

model that is- 18GLX (Isuzu Petrol),2.0DLX (Isuzu Diesel) and the rear 2.0T (Isuzu Diesel

Turbo). The contessa has been stopped in 2002, because of the cheaper cars from Japan

Issue of license

In the period of 1950s and 1960s the growth of automobile industry was much slower due to

nationalisation and license raj, which affected the Indian private sector

After 1970 the restriction towards the importing of the vehicle was set upped. After the

automobile industry started growing but still the demand is only for tractors, commercial

vehicle and scooter.

The car was still a luxury indicator. In 1970 the price control system is removed from then

1980 the automobile industry is dominating the economy with the help of Hindustan and

Premier

The first expo of cars held or conducted at Delhi in 1986 for the first time to promote the

automobile industry. That expo was just to show how well they are utilising and grabbing the

new technology to words development

Liberalisation

Slowly multinational automaker like Suzuki, Hyundai of South Korea and Toyota of Japan

were given permitting to contribute in markets of India, stating that in India automobile have

greater growth in future.

The first and foremost successful automobile company in India is Maruti Suzuki, as a new

entry t was still a growing company. In 1991 the liberalisation automobile industry has just

started, some of the foreign company showed interest to come and invest in India by joining

with the existing company. The different kinds of product were offered to the customer, these

are all happened in a short period of time.

Export growth in India

At the beginning exports were slower and moderate in India, the small no of vehicles were

exported to foreign countries. If the trade happens also it will in a small quantity. In 1987

approximately 480 cars were exported to Europe by Maruti Suzuki. Later the growth happens

in mid 90s, then onwards the growth take place in an average form where the export rate is not

so high or less. So it helps Indian economy to show how they are developing.

Indian automobile exports are growing constantly and reached US $4.5 billion in 2009. The

UK is being largest export market for India followed by Italy and Germany.

According to New York Times, India has expertise in manufacturing at low cost, fuel efficient

cost is helping India to compete in a world.

• Tata Safari is used in Poland

• Mahindra Scorpio is used as CNSAS vehicle in Italy.

These are the largest Indian automobile industry players

• Tata

• Mahindra and Mahindra

• Maruti

• Premier

• Hindustan motors

Table: 2.3 Top 10 country to whom India is exporting

Rank Country Share in %

1 U S 8.4

2 Mexico 6.9

3 South Africa 6.1

4 U K 4.4

5 Srilanka 4.1

6 Bangladesh 4.1

7 Turkey 4

8 Nigeria 3.8

9 U A E 3

10 Colombia 3

Company profile

Company name Volkswagen

Chief Executive Officer Matthias Muller

Headquarters Wolfsburg, Germany

Business outline Manufacturing and sales of automobile product

Date of establishment 28-05-1937

Industry Automobile industry

Slogan Das Auto

Volkswagen

This is company which people think it belong German automobile. But it is a sub brand of

Volkswagen AG groups, 9 major brand of automobile comes under Volkswagen AG. It is the

second largest automobile company after Toyota groups, Volkswagen is followed by general

motor groups and

The operating unit of Volkswagen is in 15 European countries and it contains 61 manufacturing

units. The Volkswagen has its headquarters is located in Wolfsburg and it is the largest car

maker in Europe.

Most of the people think Volkswagen is a single brand but there is a surprise for a everyone,

the brand like Audi, Bentley and Lamborghini are the sub brands of Volkswagen AG groups.

In all the group overall 170 different kind of cars were manufacture and sold with proud.

These are the different brands which are organised by Volkswagen AG.

Volkswagen: - These are a brand which is manufacturing the vehicle for both common

people and also premium clause people. The products like Polo, Vento, Phaeton, Passat and

Beetle comes under this brand

Audi: - This is a brand which is going to manufacture the luxury product’s, it also

has the series from A1 to A8. A1 is the starting range of product and A8 is the luxury sedan

for premium people. Audi is also twin natured it means the products are available in sedan and

off road vehicle

Bentley: - This is one of the world luxury brand and the most premium cars were

manufactured

Skoda: - This is a very attractive product, it is available at the affordable price and

the products are like very attractive in nature. They offer luxury product at medium price. Like

Fabia, Laura, Superb and Yeti.

Lamborghini: - It doesn’t need any information, by hearing the name only people will

comment on it.

Buggati: -They are the manufacturer of the fastest car in the world. They hold the world record

of fastest car. The car travels at the speed of 422 mph

Volkswagen India

Volkswagen’s footprint in India has been very much successful and it is growing in good

manure since it entered on 2001. The headquarters’ is located in paneMaharashtra, Volkswagen

has five brands in India they are as follows Volkswagen, SKODA, Porsche, Lamborghini and

Audi. The journey has started from 2001 when they launchedwith SKODA. Audi and

Volkswagen make entry in India on 2007, in 2012 they made entry with Porsche and

Lamborghini. Today they are in a good position in the market and they have very good

engineering team, which help them in manufacturing world most loved car.

Volkswagen India belong to the group called Volkswagen AG, it is identified in 7

europiumcountry and represented by 12 brands globally. The brands are as follows

• Buggati

• Porsche

• Audi

• Lamborghini

• Bentley

• Scania

• SEAT

• SKODA

• Volkswagen passenger car

• Volkswagen commercial vehicle

• MAN

• This is one motorcycle brand which come under Volkswagen; Ducati

By seeing this line up any can say what kind of company it is

From low cost product to luxury cars they are manufacturing all around the world, they are

even producing commercial vehicle, pick-up trucks and bus are also available in the brand of

Volkswagen, they are meeting the standards of the industry has set. Volkswagen is operating

more than 100 production plants around the globe. They have provided the employment

opportunity to more than 5,00,000 people in manufacturing and its related processes. More

than 30,000 vehicles they are manufacturing daily.

Volkswagen had a good name in europium country, they are the most successful car band

manufacturer, they present themselves in a good manor, and they are manufacturing low cost

products to high volume products. Lateran they concentrated on Indian market. In 2007

Volkswagen launches Passat globally. Volkswagen launched one of its best-selling model in

India on July 2008 the car name is Jetta. Jetta and Passat are assembled locally in India.

In the year 2009 the Volkswagen has launched their popular cars in India, they are high end

SUV Touareg and new Beetle. They are very successful in Indian market, Volkswagen plan to

gain more market share in the Indian market. So they come up with the new products named

Polo and Vento and also top end car Phaeton. They are very much successful already in the

europium market.When they are launched the Passat they come up with the new technology

called BlueMotion in 2011. It was followed by all New Jetta TSI. The new and modern

technology has been introduced in India.

The Volkswagen come with the special feature in 2013 it is adapted to Polo that feature is GT

TSI, which is of 7speed DSG it means (direct shift gearbox) transmission. The facility like

hatch provides more performance and maximum power to car. And also that car is going is to

give the mileage of 17.2km/Pl that is going to satisfy the customer of the Volkswagen. The car

is environmentally friendly and with less emission. The TSI engine has been awarded for the

8th time in the row the award is international engine of the year.

One of the plant in Pune has been established by investing the amount Rs3800 crores (580

million Euro) that is the highest investment made by the automobile industry in the land of

India.

In India Volkswagen is providing the employment opportunity for more than 5000 people in

various locations in India. Among them 3500 people are employed in Pune plant only and

others people are working in various plant across India

Volkswagen plant in Pune

The Volkswagen plant is located in Pune with the acquired location of 575 acres, building

covering 115000square metres. This is the company which has invested the huge amount in

Indian land they have invested around 3800 crores. This is the highest investment that had

made by foreign country over India till now. The plant has built just in 17 months that is also

a record time of construction, the investment made by Germany Company in the growing

Indian economy.

Production

This is the production plant which is going to produce 1,30,000 vehicle in a year, the

commencement of construction of plant started in 2007, after that the production has

maximised in the year 2011.

The S C Jamir and pro Dr.JochemHeizmann officially inaugurated the ceremony of plant on

31 March 2009

The Pune plant is one of the modern which include new technology, that plant has the large

support from the local. They have used modern technology as well as modern method of

production which is environment friendly, so everyone in society is accepting them and

encouraging

Vision and mission statement of Volkswagen

Vision

“Responsible Business and Customer Benefits”

Mission

Volkswagen group doesn’t have any mission statement officially. The statement that

could be called as mission statement of VW group is

“The Group’s goal is to offer attractive, safe and environmentally sound vehicle which

can compete in an increasingly tough market and set world standard in their respective class”

Product quality policy of Volkswagen

To give all the customer of Volkswagen with a consistently best quality product, we adopt the

best quality standards worldwide guarantying that all the owners will enjoy the quality which

is provided by Volkswagen.

Products of Volkswagen:

❖ New Beetle

❖ Polo

❖ Vento

❖ Jetta

Geographical Area

Elite Motor Bangalore

Service available: showroom and service station

Address: No. 49/8-9-10, Singasandra, Hosur Road, Banhalore-560100

Phone:080-42808000-99, 9448422816

Fax: 080-42808080

Contact us/ E-mail: sales@vw-elitemotors.co.in

Company Infrastructure

1. Parking facilities for employee and customer

2. Waiting room

3. Canteen facility for employee

4. Well and good security is arranged in the organisation

5. Latest equipment in service department

6. Functional area like human resource, marketing and finance

Award

• Target achievers 110% whole sale 2012-2013

• Growth award, increase in growth of 25% compare to 2013-2014

• Best customer satisfaction award in 2014-2015

• Best service quality award in 2014-2015

Analysis of the competitors

❖ Chevrolet Kropex Bangalore

❖ Trident Hyundai Bangalore

❖ Nandi Toyota Bangalore

❖ Pratham Motors Maruti Suzuki Bangalore

❖ Surya Nissan Bangalore

❖ Sireesh Auto Mahindra Bangalore

❖ Audi Bangalore

❖ Navnit Motors Bangalore

❖ Lathangi Ford Bangalore

❖ Tafe Skoda

Dealership computation

❖ Palace Cross VW Palace road, Bangalore

❖ Apple Auto VW Whitefield, Bangalore

❖ Palace Cross VW Mysore road, Bangalore

SWOT Analysis

SWOT Analysis of the Volkswagen 2015

Strength

1. Well performing brand and good recall.

2. Wide range cars with global presence.

3. Car manufacturing with high profile and

reaching to mass

4. Strong presence of Volkswagen in hybrid

cars and motor sports

5. Volkswagen with more employee globally

in number 350000

Weakness

1. Positioning of car market with reference to

U S passengers is poor

2. Not meeting emission test norms

according to transport department of India.

Causing in loss of global brand image

Opportunity

1. Changing customer needs

2. Fluctuating fuel price

3. Positive attitude towards “ green” vehicle

4. Increasing purchasing power of people for

prestige and standards

5. Increasing global demand for cars

Threats

1. New emission standard

2. Increasing fuel price

3. Rising raw material price

4. Exchange rate

Meaning of SWOT

It is a factor that going to influence the company from inside and the external environment in

SWOT first 2 characters indicates or states about the internals factor is strength and weakness

which the company is going to positive.

Other 2 character are indicates about the company external factor which is going to influence

the company from the outside or external world. The company which are going to face the

computation from the changing society So that we can understand the company profits and

along accordingly to the factor influences the organisation. Company can analyse elements like

what are their strength, in which area they are strong enough to complete in the socially and

they can construct on their strength what are their weakness and they can make some strength

to overcome those things.

Opportunity what are the opportunity they have in the external world. How can they utilise

those things threads what are the threats that a company is facing from external world.

Strength

This is the first and foremost aspect that comes in SWOT and this is one of the internal factor

and done to know the company strong side. In this the company can identify the strength and

they are going to study in depth about the strength that they have and they are going to utilise

those strength in a effective manner in case they have good employee who can work hard

towards achieving the objective.

1. Well performing brand and good recall.

Volkswagen is one of the fast moving and trusted brand in the world so that they have a build

a strong image in the minds if the customer so this has become one of the fast moving brand in

the world and it has the capacity of recalling the customer that’s why it is one of the leading

brand.

2. Wide range cars with global presence.

Volkswagen do provide the variety of cars to choose from so customer have the better choice

to choose from people do trust the brand of Volkswagen because it has its present in many

country so it is easy to convince the customer.

3. Car manufacturing with high profile and reaching to mass

Volkswagen is one of the oldest car manufacturers in the world by that people can trust them

easily and they are giving variety of products to choose from and their products are reaching

to mass in a quicker manner.

4. Volkswagen with more employees globally in number 350000

Volkswagen have a trustable labour force, they do provide the needed support to the company

so they are doing good in the recent trends, with the waste number of employee they can

achieve their targets easily.

5. Strong presence of Volkswagen in hybrid cars and motor sports

Volkswagen also concentrates on motorsports. They do have the hybrid cars which contains

auto gear transmission.

These are the strength of Volkswagen, which they are good at. Volkswagen is having the

advantage of their position in the world and they are providing the verity of cars so that people

can choose which gives they want

Weakness

These is the second thing comes in SWOT analysis these are also internal factor which can be

converted into strength. These are the things which company is lacking behind, they can be

improved by putting efforts.

1. Weak positioning:

In 2012 Volkswagen had few market shares in car market. Volkswagen is the second largest

car manufacturer but they are still not able to position themselves in a greater manner with

reference to US customers.

2. Controversies:

Volkswagen is facing so many controversies and they went to 3rd position last year because of

the fraud in emission. That was the main mistake that Volkswagen made.

Volkswagen don’t have many weakness they are doing good in market and performing well in

the society. They are facing the problem of emission in the recent markets and they overcome

the problem of that area.

Opportunity:

1. Changing customer needs

These days automobile industry is developing rapidly and concentrated on customised product.

The company is providing verity of products. If the customer need is changing regularly then

the demand grows in a faster manner and the company will have the opportunity to utilise them

like provide or manufacture the product what people want.

2. Fluctuating fuel price:

Volkswagen is having the opportunity of demand for small cars and also they have good R&D

tem they are well concentrated on manufacturing the fuel efficient cars which is required by

the society, they have great opportunity in manufacturing the fuel efficient vehicle. Most of the

vehicle of Volkswagen is diesel based cars and the price of petrol is increasing day by day, so

most of the people prefer the diesel cars and they have verity of products in Volkswagen. This

is one of the great opportunities they have in changing market conditions.

3. Positive attitude to words Green vehicle:

These days Volkswagen is concentrating to words manufacture the vehicle of environmental

friendly where people will prefer the same. That is also one of the opportunities which

Volkswagen has.

4. Increasing purchasing power of people:

These days economy is growing rapidly. People can afford the luxury products. Society is

growing day by day, that creates the opportunity to Volkswagen. People want to show their

standard in society so they choose Volkswagen

5. Increasing demand

As the population grows demand for the products also increase that become the opportunity

for the company as the demand grows sales increases so the company must position themselves

in a better manor. Promotion should be attractive in nature

Threats

These are the factors which are going to influence the company from the external world and to

overcome these threats, company need to frame some unique strategy which cannot be copied

by their compotator so easily.

1. New emission standard

In recent days strict rules and regulations are formulated so it is difficult to match the customer

needs a follow the rules which is framed by the government. That has become one of the biggest

threats to the company

2. Increasing fuel price

Price of the fuel is increasing these days, it’s very difficult to manufacture all the cars as a fuel

efficient vehicle. So they are launching more vehicles and investing more on research and

development department.

3. Raising raw material price

These days the prices of raw materials are increasing so it’s difficult to offer the vehicle at

lesser price. As per the price of raw materials, that leads to computation in the society

4. Exchange rates

Government has framed rules and regulation. That led to the problem in exchange rates, so

companies are not coming front to invest in India. If they made investment also, they have to

face the problem of rules and regulation

Prospects and future growth

ELITE motors ltd (Volkswagen) in future they are planning to reach the customer in an

effective manor with the help of skilled labour by providing and fulfilling the needs and

requirements of customer, with good and effective service.

Being customer focused they are planning bring the service to customer door steps and

adopting the changes based on the exportation of the customer

• Modifying the present outlet as customer friendly.

• Widening the geographical area.

• Installing advanced technology and skilled employee.

Financial statement

Particulars March ‘14 March ‘13

12 mths 12 mths

Assets

Noncurrent assets 220,106 202,141

Current assets 131,102 122,192

Total assets 351,209 324,333

March ‘14 March ‘13

12 mths 12mths

Equity and Liability

Equity

Subscribed capital 1218 1,191

Capital reserve 14616 12,658

Retained earnings 71197 72,341

Other reserve -2,081 -459

Capital investment 5,041 2,004

Shareholder investment 89,991 87,733

No controlling interests 198 2,304

90,189 90,037

Noncurrent liability 130,314 115,672

Current liability 130,706 118,625

Total Equity and Liability 351,209 324,333

Comparative balance sheet

Particulars March ‘14 March ‘13 Amount

increase or

decrease

Percentage

increase or

decrease

Assets 12 mths 12 mths

Noncurrent assets 220,106 202,141 17965 8.88

Current assets 131,102 122,192 8910 7.29

Total assets 351,209 324,333 26876 8.28

Equity and Liability March ‘14 March ‘13

Equity

Subscribed capital 1218 1,191 27 2.26

Capital reserve 14616 12,658 1958 15.45

Retained earnings 71197 72,341 (1144) (1.58)

Other reserve -2,081 -459

Capital investment 5,041 2,004 3037 151.54

Shareholder investment 89,991 87,733 2258 2.57

No controlling interests 198 2,304 (2106) (91.4)

90,189 90,037 152 0.16

Noncurrent liability 130,314 115,672 14642 12.65

Current liability 130,706 118,625 12081 10.18

Total Equity and

Liability

351,209 324,333 26876 8.28

Analysis and Interpretation:

Shareholders fund has been increased by 7.29%, retained earnings has been decreased

by1.58%, other reserves decreased by , shareholders investors fund has increased by 2.57%,

current liability has increased by 10.18.

Inference

The increase in the shareholders investment shows that the company is mainly

dependent on the on the equity or shareholders fund, The current assets are more than the

current liabilities, this shows that company is having sufficient liquid assets to meet its

liabilities. The over-all financial position of the company is good.

CHAPTER 3

THEORETICAL BACKGROUND OF THE

STUDY

MARKETING MANAGEMENT

Marketing management represents one of the important functional areas of business

administration, the flow of goods and services from the producer to the consumers. Marketing

management is the processes of analysis, planning, implementation and control of programmes

that has been designed exchanges for the purpose of mutual gain. It is a process managing the

things in marketing, they should know the skill of managing the things in the changing market

Definition

According to William J Stanton “Marketing Management is the Marketing concept in action”.

These are the main objective of marketing management:

➢ To determine the customer wants and needs of the customer

➢ Know the market segmentation

➢ Growth rate of enterprise

➢ Increase the sales

➢ Get more net profit

➢ Concentrate on increasing customer satisfaction

➢ Know the relationship between company and customer

Customer Relationship Management

Customer Relationship Management CRM is not a simply installing and integrating a software

package and it will not happen overnight. CRM is a word which is often used in marketing.

CRM is a combination of methodologies, technology and capability that help the organisation

to maintain customer relationship. The basic purpose of CRM is to enable organization to

perform in a better manner in terms of manage their customers through systematic process and

practice.

Customer relationship management is a strategy of corporate which concentrate on developing

and maintaining long lasting relationship with its customer. CRM is not only a technology but

also holistic changes in organisation.

CRM in terms of technology perspective

In some organisation they think buying and installing software in terms of achieving their

business goals. For some business CRM is not only software but also far more than that. In

olden days companies just concentrate on sales, however CRM is more important these days.

CRM in terms of customer life cycle

Customer life cycle is somewhat like product life cycle. However customer life cycle is

concentrated towards developing and providing the life time value to its customer. It is not only

product oriented but also marketing oriented essential for Customer life cycle

➢ Definition

According to Philip Kotler – marketing is the science and the art of finding, keeping and

growing profitable customer

According to Philip Kotler and Gary Armstrong – CRM is concerned with managing detail

information about individual customers and all customer touch points to maximize customer

loyalty. It can also be defined as an alignment of strategy process and technology to manage

customers, and all customers –facing departments and partners. In short CRM is about

effectively and profitably managing customer relationship through the entire life cycle.

The three important phases of CRM

• Acquisition of customer

• Retention of customer

• Extension of customer

Emerging trends

The automobile industry is growing and an important area of Indian economy. We can see that

through how people are giving importance to show their status by purchasing luxury vehicle.

The demand for the automobile is increasing rapidly these days due to increase in standard of

living, changing trends, increase in income of people

Increasing customer demand leads to high computation, up gradation of technology and

changing environment

• International companies like Nissan, Volkswagen, Toyota, etc. are acquiring the market

these days

• Up gradation is the prime requirement of any company to survive in the market these

days

• With the entry of new models like hatch bag segment, sedan segment, luxury segment.

The prices are also differentiated and people start purchasing from hatch back to sedan

class sedan to luxury models.

• With the increasing number of four wheel vehicle the two wheeler owners have the

verity of option to go for four wheels due to changing trend people are regularly

changing their vehicle so they have a great opportunity to go for four wheels.

Local trends marketing

• purchase of small cars or hatch back segment will drive the people to buy sedan class

cars, however within next two year the demand will be double than the present demand

in market.

• What will also increase the number of car purchase is the availability of the financial

instruction like bank FI’s.

• In second hand car market is also getting better and better, it is getting more value in

the market as more and more new model are entering the market and replacing the older

model.

• If the same continue in the automobile industry in India, this nation will emerge as one

of the leading car sourcing point.

• Customer will be beneficiaries by the increasing of tough computation, so they will

offer the new models, updated technology, good products at affordable price and less

terms & condition. But there i a risk of changing models in industry it increases the grid

of customer to go for replacement

• If the customer are getting superior product in terms of quality, enhanced life span, free

maintenance. It will slow down the growth in the sales.

Trend in International

The automobile industry growth in globule level is just 2% per annum and it is not picking up

the growth level in near terms. Growth has decreased due to the saturation level is increasing

in large car market of the world.

Aims of CRM

CRM is a new idea and technique used by marketer to market their product to public. So that

they can make them as a life time customer and maintain relationship for the longer period.

CRM aims are to make customer loyal towards company.

The company first identify who is likely prospector’s i.e. the people who have strong potential

to purchase a product and have the capacity to pay for it. The company tries to convert the

likely prospectors into first time consumers and then make them as repeat customers. The

processes of converting repeat customer as clients. These are the people who only buy from

the company where they are permanent customer. The upcoming difficulty for the company is

to convert those clients into advocate. One who promotes the company in the market and grab

the new customer to try it, they are known as Advocates

The ultimate task is to convert these advocates in to partners, where the customer and clients

jointly work together to find the way to get the mutual benefits’.

CRM not only concentrate on present market shares but they also concentrate on building the

future relationship as the partners

In CRM the company identifies the small % of key account holder where the contribution from

them is more than 80%. For this CRM is also known as KEY ACCOUNT MANAGEMENT

Why CRMis required

• A satisfied customer in a year will bring 10 more customers to the company.

• By serving the present customer company can save cost up to 7 times.

• 20% of the loyal customers bring 80% of the revenue to the company.

• Can sell the present customer 1 or 2 channels, but to sell new customers it required 1

to 6 channels

Few step to keep customers for life

• Company marketing effort should be concentrated towards maintaining and building

life time relationship.

• People like friendly business, so they should show friendly attitude towards the

customers

• Company should maintain friendly environment in the organisation

• Technology and information should be utilised properly to serve the customer

• Complain should be flexible towards clients

• The company should be in touch with the client even there is no transaction between

company and customers

• The company should provide with the financial and social benefits to the clients

• Company should identify client life style, habit, likes and dislike so that they can serve

the customers in a better manor

• The company should provide delight facility,

Reason of implication of CRM

• Company can gain the customer loyalty and gain their confidence

• Company will give the customised services what they required

• Get better knowledge about customer and their buying behaviour

• They can compare themselves from their ravels

Significance

Customer relationship management is an interacting process of strengthening the relationship

of network for the benefit of both the parties. The biggest challenge of business is to maintain

good relationship with the kings in new market which is liberalised and globalised.

• A 5%increas in customer relation will enhance the company profit up to 200%

• It s7 time costlier than serving the present customer

• 20% of the loyal customer of the company will increase the company revenue by 80%

Introducing CRM in corporate

There are few steps to be considered to maintain CRM

• Identification of customer

• Customer differentiation

• Continuous interaction

• Provided needed requirement

Challenges of CRM

• Waste of time

• It required more cost

• Adequate support from the customer

• Management and cultural barrier

CRM types

• Operational CRM

• Analytical CRM

• Collaborative CRM

E-CRM (Electronic-Customer Relationship Management)

It is one of the modern techniques used by the organisations, where they want to attract the

customer and reduce the cost by ECRM they can save time and as-well as the cost incurred by

the company.

It accomplishes99 all the CRM activities with the help of net that is internet, extranet. ECRM

is going to maintain relationship with customer with the help of information technology.

As an internet it has become more important in corporate world. Many companies think ECRM

is a way to reduce the cost of daily business. By ECRM Company can be in touch with

customers regularly so that they stay with them for life

E-CRM Working process

In modern days customers are interacting with the company through many channels like web,

sales person, dealers, etc. These days company use many ways to contact the customer, with

the help of E-CRM company is able to know more about the customer needs and requirements

with the help of real time information.

Different between CRM and ECRM

➢ CRM- phone, retail store and fax are used to contact the customer

➢ ECRM- email, internet, wireless are used to contact customer

Benefits of E-CRM

➢ Customised relationship

➢ Business communication is don through e-mail

➢ They can provide one to one services

➢ They can market the product or service with the help of websites

CRM in all the places

CRM is the important element with the help of CRM or E-CRM company can connected with

its customer all the time, it is the strategy used by the company to keep customer for life and

convert the potential customer as life time customer. CRM is the key element in some company

to increase the profitability.

These days technology is changing in a fester manner, it’s very difficult to fulfil the customer

need in these conditions, if company maintain good relation they can maintain the data base of

the customer and identify what is required by them.

In olden days CRM is adopted and maintained in the large industry as one of the business

processes. Today the company come to know about the customer relation, that CRM is one of

the key factors to attract the customer, so in these days even the small company also started

adopting the CRM in their daily business so that they can increase their profits.

CHAPTER 4

ANALYSIS AND INTERPRETATION

1. Gender

Frequency Percent Valid Percent

Cumulative

Percent

Valid Male 77 77.0 77.0 77.0

Female 23 23.0 23.0 100.0

Total 100 100.0 100.0

Analysis

From the above table we can say that 77% of the respondents are male and 23% of the

respondents are female.

Inference

Majority of the respondents are male.

Analysis

The above table shows that 50% of the respondents are aged between 25-35 years, 27% of the

respondents are aged between 35-45 years, 15% of the respondents are aged 45 year and above

and 8% of the respondents are aged between 18-25 years.

2. Age

Frequency Percent Valid Percent

Cumulative

Percent

Valid 18-25 year 8 8.0 8.0 8.0

25-35 year 50 50.0 50.0 58.0

35-45 year 27 27.0 27.0 85.0

45& above 15 15.0 15.0 100.0

Total 100 100.0 100.0

Inference

Majority of the respondents are aged between 25-35 year.

Analysis

From the above table shows that 60% of the respondents are employed, 32% of the respondents

are self-employed and 8% of the respondents are other category.

3. Occupation

Frequency Percent Valid Percent

Cumulative

Percent

Valid Employee 60 60.0 60.0 60.0

Self-employee 32 32.0 32.0 92.0

Others 8 8.0 8.0 100.0

Total 100 100.0 100.0

Inference

Majority of the respondents are employee

4. Annual income

Frequency Percent Valid Percent

Cumulative

Percent

Valid Below 3 lakh 2 2.0 2.0 2.0

3-6 Lakh 13 13.0 13.0 15.0

6-8 Lakh 39 39.0 39.0 54.0

8 Lakh & above 46 46.0 46.0 100.0

Total 100 100.0 100.0

Analysis

The above table shows that 46% of the respondents are earning 8 lakh and above, 39% of the

respondents are earning 6-8 lakh, 13% of the respondents are earning 3-6 lakh and 2% of the

respondents are earning below 3 lakh.

Inference

Majority of the respondents are earning 8 lakh and above.

5. From how long you have been Volkswagen customer

Frequency Percent Valid Percent

Cumulative

Percent

Valid From 6 month 20 20.0 20.0 20.0

From 1 year 40 40.0 40.0 60.0

From 2 years 28 28.0 28.0 88.0

More than 2 years 12 12.0 12.0 100.0

Total 100 100.0 100.0

Analysis

The above table shows that 40% of the respondents are customers from 1 year, 28% of the

respondents are customers from 2 years, 20% of the respondents are customers from 6 months

and 12% the respondents are customers from more than 2 years.

Inference

From the above analysis we can interpret that majority of the respondents are customers from

1 year.

6. Which model of Volkswagen car do you own

Frequency Percent Valid Percent

Cumulative

Percent

Valid Volkswagen Polo 40 40.0 40.0 40.0

Volkswagen Jetta 30 30.0 30.0 70.0

Volkswagen Vento 8 8.0 8.0 78.0

Volkswagen Betel 3 3.0 3.0 81.0

Cross Polo 5 5.0 5.0 86.0

Polo GT 14 14.0 14.0 100.0

Total 100 100.0 100.0

Analysis

The above table shows that 40% of the respondents own Volkswagen Polo, 30% of the

respondents own Volkswagen Jetta, 14% of the respondents own Polo GT, 8% of the

respondents own Volkswagen Vento, 5% of the respondents own Cross Polo and 3% of the

respondents own Volkswagen Betel.

Inference

From the above analysis it is clear that Volkswagen Polo, Jetta and Polo GT users are more

than to Vento and Betel.

7. How do you come to know about Volkswagen

Frequency Percent Valid Percent

Cumulative

Percent

Valid Friends 48 48.0 48.0 48.0

Relatives 20 20.0 20.0 68.0

TV Advertisement 10 10.0 10.0 78.0

Magazine 22 22.0 22.0 100.0

Total 100 100.0 100.0

Analysis

From the above table we can see that 48% of the respondents come to know about Volkswagen

by Friends, 22% of the respondent come to know by Magazine, 20% of the respondent come

to know by Relatives and 10% of the respondent come to know by TV Advertisement

Inference

From the above analysis it is clear that most of the respondent come to know about Volkswagen

by friends and relatives. So company should concentrate more towards its promotional

activities

8. From whom did you buy the Volkswagen car

Frequency Percent Valid Percent

Cumulative

Percent

Valid Volkswagen show room 100 100.0 100.0 100.0

Analysis

From the above table it is clear that 100% of the respondents purchased the car from the

Volkswagen showroom only

Inference

From the above analysis it is clear that the entire respondent bought the vehicle from authorised

dealers

9. Are you aware of the safety features provided by Volkswagen

Frequency Percent Valid Percent

Cumulative

Percent

Valid Yes 100 100.0 100.0 100.0

Analysis

From the above table it shows 100% of the respondents know about the safety features provided

by Volkswagen

Inference

Above analysis states that all the respondent have knowledge about the safety features provided

by the company

10. How do you come to know about safety features

Frequency Percent Valid Percent

Cumulative

Percent

Valid Company employee 50 50.0 50.0 50.0

Word of mouth 16 16.0 16.0 66.0

Advertisement 20 20.0 20.0 86.0

Magazine 14 14.0 14.0 100.0

Total 100 100.0 100.0

Analysis

The above table states that 50% of the respondents come to know about safety features from

the company employee, 20% of the respondent come to know through Advertisement, 16% of

the respondent know through Word of mouth and 14% of the respondent k now through

Magazine

Inference

Above analysis states that company employee are concentrating in creating awareness in the

minds of customers

11. What kind of offers you get from the ELITE motor while purchasing Volkswagen car

Frequency Percent Valid Percent

Cumulative

Percent

Valid Cash discount 20 20.0 20.0 20.0

Accessories 16 16.0 16.0 36.0

Extended service warranty 14 14.0 14.0 50.0

Insurance 50 50.0 50.0 100.0

Total 100 100.0 100.0

Analysis

The above table shows that 50% of the respondents get the insurance while purchasing, 20%

of the respondent get the cash discount, 16% of the respondent get the accessories and 14% of

the respondent get the extended service warranty

Inference

From the above analysis v can state that company is not only selling the vehicle but also

insuring it.

12. Which mode of payment did you used to purchase Volkswagen car

Frequency Percent Valid Percent

Cumulative

Percent

Valid Self-finance 30 30.0 30.0 30.0

Bank lone 70 70.0 70.0 100.0

Total 100 100.0 100.0

Analysis

From the above table we can state that 70% of the respondent uses the bank loan for the

payment for purchasing and 30% of the respondent uses the self-finance for the mode of

payment for purchase

Inference

From the above analysis we can state that the majority of the people are using the bank for the

purpose of finance

13. Which factor made you to buy Volkswagen car

Frequency Percent Valid Percent

Cumulative

Percent

Valid Price 10 10.0 10.0 10.0

Mileage 16 16.0 16.0 26.0

Brand 60 60.0 60.0 86.0

Design 14 14.0 14.0 100.0

Total 100 100.0 100.0

Analysis

The above table shows that 60% of the respondents are brand conscious, 16% of the

respondents are mileage conscious, 14% of the respondents are concentrated on design and

10% of the respondents are price conscious.

Inference

Most of all the respondents are concentrated towards brand, it has good brand image in the

society

14. What is your satisfaction level with the service provided by ELITE motor

Volkswagen Bengaluru

Frequency Percent Valid Percent

Cumulative

Percent

Valid Dissatisfied 10 10.0 10.0 10.0

Neither / Nor 20 20.0 20.0 30.0

Satisfied 60 60.0 60.0 90.0

Highly satisfied 10 10.0 10.0 100.0

Total 100 100.0 100.0

Analysis

60% of the respondents are satisfied by the service provided by elite motors, 20% of the

respondents are neither dissatisfied nor satisfied, 10% of the respondents are highly satisfied

and 10% of the respondents are dissatisfied

Inference

Majority of the respondents are satisfied but still there are dissatisfied customer so they need

to overcome that challenge

15. What is your view towards Volkswagen price

Frequency Percent Valid Percent

Cumulative

Percent

Valid Low price 6 6.0 6.0 6.0

Affordable price 34 34.0 34.0 40.0

High price 46 46.0 46.0 86.0

Very high price 14 14.0 14.0 100.0

Total 100 100.0 100.0

Analysis

From the above table 46% of the respondent says Volkswagen is high price product, 34% of

the respondent says affordable price, 14% of the respondent says high price and 6% of the

respondent says low price product

Inference

Frome the above analysis majority of the respondent says Volkswagen is high price product

16. What is your opinion towards CRM maintained by ELITE motor Volkswagen

Bengaluru

Frequency Percent Valid Percent

Cumulative

Percent

Valid Dissatisfied 8 8.0 8.0 8.0

Neither / Nor 20 20.0 20.0 28.0

Satisfied 60 60.0 60.0 88.0

Highly satisfied 12 12.0 12.0 100.0

Total 100 100.0 100.0

Analysis

60% of the respondent says they are satisfied by the CRM maintained by the elite motors, 20%

of the respondents neither satisfied nor dissatisfied, 12% of the respondents are highly satisfied

and 8% of the respondents are dissatisfied

Inference

From the above analysis it is clear that most of the respondents are satisfied but still few

dissatisfied customers are there so they need to identify them and fulfil their needs

17. What is your opinion towards delivery of car after service from ELITE motor

Volkswagen Bengaluru

Frequency Percent Valid Percent

Cumulative

Percent

Valid Late 32 32.0 32.0 32.0

Reasonable 48 48.0 48.0 80.0

On time 20 20.0 20.0 100.0

Total 100 100.0 100.0

Analysis

From the above table it is clear that 48% of the respondent says they will get the vehicle after

service in reasonable time, 32% of the respondents say its quiet late and 20% of the respondents

say it is on time.

Inference

From the above analysis it is clear that most customers are getting the vehicle on time and

reasonable time after sales service, but still few customers are telling its late so the company

should try to avoid that.

18. Do you think product of Volkswagen is fulfilling your need

Frequency Percent Valid Percent

Cumulative

Percent

Valid Yes 80 80.0 80.0 80.0

No 20 20.0 20.0 100.0

Total 100 100.0 100.0

Analysis

The above table shows that 80% of the respondents are happy with the Volkswagen products

and 20% of the respondents say it is not fulfilling their needs.

Inference

From the above analysis it is clear that majority of the respondents are happy with the products

and few are not happy, company should identify their problem and try to give what customer

wants

19. How quick company is able to respond to your need

Frequency Percent Valid Percent

Cumulative

Percent

Valid Late 6 6.0 6.0 6.0

Neutral 14 14.0 14.0 20.0

Quick 60 60.0 60.0 80.0

Very quick 20 20.0 20.0 100.0

Total 100 100.0 100.0

Analysis

From the above table we can state that 60% of the respondent says company reacts quickly to

their problem, 20% respondent says the response is very quick, 14% respondents says its

neutral and 6% of the respondent says its late.

Inference

The above analysis says that the response from the company side is quick when the customers

have problem.

20. Being a potential customer how is your relation with the company

Frequency Percent Valid Percent

Cumulative

Percent

Valid Cooperative 40 40.0 40.0 40.0

Non cooperative 20 20.0 20.0 60.0

Interactive 32 32.0 32.0 92.0

Friendly 8 8.0 8.0 100.0

Total 100 100.0 100.0

Analysis

Above table shows that 40% of the respondents are cooperative with the company, 32% of the

respondent says they are interactive, 20% of the respondents are non-cooperative and 8% of

the respondents are friendly

Inference

From the above analysis it can be interpreted that that ELITE motors Volkswagen is weary

cooperative with the customers

21. Do you trust the brand image of the Volkswagen

Frequency Percent Valid Percent

Cumulative

Percent

Valid Yes 94 94.0 94.0 94.0

No 6 6.0 6.0 100.0

Total 100 100.0 100.0

Analysis

From the above table it is clear that 94% of the respondent trust the brand image and 6% of the

respondents says they don’t trust brand of Volkswagen

Inference

It can be interpreted that most of the respondents have the complete trust with the brand image

of the Volkswagen.

Analysis

As per the above table 100% of the respondents says company will inform them oin service

pending

22. Will company inform you on service pending

Frequency Percent Valid Percent

Cumulative

Percent

Valid Yes 100 100.0 100.0 100.0

Inference

From the above analysis it can be interpreted that company will inform all the customers

regarding service pending.

23. Will you suggest others to buy Volkswagen car

Frequency Percent Valid Percent

Cumulative

Percent

Valid Yes 88 88.0 88.0 88.0

No 12 12.0 12.0 100.0

Total 100 100.0 100.0

Analysis

As per the above table 88% of the respondent says they will suggest others to buy, 12% of the

respondent says they will not suggest others to buy Volkswagen.

Inference

From the above analysis majority of the people suggest others to purchase Volkswagen

24. What is your view towards Volkswagen car compare to other company cars

Frequency Percent Valid Percent

Cumulative

Percent

Valid Very poor 2 2.0 2.0 2.0

Poor 8 8.0 8.0 10.0

Average 10 10.0 10.0 20.0

Good 58 58.0 58.0 78.0

Excellent 22 22.0 22.0 100.0

Total 100 100.0 100.0

Analysis

As per the above table 58% of the respondent says Volkswagen is good compare to other

company, 22% of the respondent says it is excellent, 10% of the respondent says it is average,

8% of the respondent says it is poor and 2% of the respondent says it’s very poor

Inference

As per above interpretation it is clear that customer trust the Volkswagen

25. Do company employee show concern when you have problem

Frequency Percent Valid Percent

Cumulative

Percent

Valid Yes 92 92.0 92.0 92.0

No 8 8.0 8.0 100.0

Total 100 100.0 100.0

Analysis

As per the above table it 92% of the respondent says company employee show concern when

they have problem and 8% of the respondent says the company will not respond properly

Inference

As per the above analysis we can interpret that company employee show concern most of the

time when the customers have problem

CHAPTER 5

SUGGESTIONAND FINDINGS

Findings

➢ 46% of the respondent are earning more than 8 lakh

➢ 40% of the respondent are customers of Volkswagen from 1 year

➢ 40% of the respondent are the owners of Volkswagen polo

➢ 48% of the respondent come to know about Volkswagen from their friends

➢ 100% of the respondents have bought the vehicle from the Volkswagen showroom

➢ 100% of the respondent know about the safety features provided by the Volkswagen

➢ 50% of the respondent come to know about the safety features from the company employee

➢ 50% of the respondent have got the insurance from the ELITE motors while purchasing

➢ 70% of the respondent have purchased the vehicle using banking lone

➢ 60% of the respondent of Volkswagen look the brand while purchasing

➢ 60% of the respondents of ELITE motors are satisfied with the service provided by them

➢ 46% of the respondents says the products of Volkswagen is of high price product

➢ 60% of the respondent are satisfied with the CRM maintained by the ELITE motor

Volkswagen

➢ 48% of the respondent says delivery of the car after service is in reasonable time

➢ 60% of the respondent says company will respond to their need quickly

➢ 40% of the respondent are cooperative with the company

➢ 100% of the respondent says company will inform them on the service pending

➢ 88% of the respondent says they will suggest others to buy the Volkswagen products

➢ 58% of the respondent says Volkswagen is good compared to other company

➢ 92% of the respondent says company employee show concern when they have problem

➢ It is also identified that the company uses the techniques like effective after sales services,

they inform the customers about the next services in advance, also the company inform

their respondents about the issues related to the insurance to maintain the good relationship

with the customers.

Conclusion

The study is conducted to know how CRM is adopted and maintained with the customers by

the ELITE motor PVT LTD, Volkswagen Bengaluru authorised dealers of Volkswagen. The

Volkswagen stands in the 2nd place in the world, by that we can judge how the company is

doing, it is one of the leading and popular company in the world, they meet all the standards of

the society

Indian market is opened up globally after liberalisation. All the players from globe started

entering India, from so on India has become a country with different standard, so automobile

company started investing in India by thinking that they have a great opportunity with changing

needs of customers

Today the customers are king of the market the company should identify the needs of the

customer and fulfil them, if they satisfy the customer then only they can maintain the good

relationship with the customers for longer time, by that the company can attract the new

customer to the company

ELITE motors are maintaining good relationship with the customers, they are providing the

vehicle for the loan thus their sales has been increased and in Bengaluru the Volkswagen

vehicle are doing good by that we can say Volkswagen is a luxuries dependent and branded

product.

SUGGESTION

The dealers can improve their service quality which they have provided for ex. On time

delivery, avoid service break down

If they decrease the rate of interest they can attract the middleclass people to purchase the

vehicle

The company should spend amount equally for advertisement of all the segment of the vehicle

so the sales of luxury and sedan cars also increase as they are not doing good in the market

They should use the celebrity and sports people as the brand ambassador for their products

They can start giving the service to customer’s door

The company should concentrate towards open more outlets in Bengaluru

Bibliography

Books; Philip Kotler: Principles of Marketing

The Deadly Marketing Sins

Balachandran S: Customer Driven Services

Articles

1. According to Dr Hisham Sayad Soliman in June 2011

Vol 2 no 10 international journal of business and social servicers

2. According to Alok Mishra, Deepti Mishra in 2009

Vol 6, no 4 Acta polytechnic Hungarica

Webliography

1. www.wikipedia.com

2. www.volkswagen.com

Annexure

Questionnaire

Dear Respondents,

I am Keerthi Sagar G, student of final year MBA,New Horizon College Of

Engineering . As a part of my study, I have undertaken the project work in the field of

Marketing Management and the topic is “A study on Customer Relationship Management

with special reference to ELITE motors Volkswagen, Bengaluru”. I shall be grateful to you,

if you could spare couple of minutes to fill the following questions.

Your opinion & suggestion will only use for the research and it will be kept secret.

Name : ............................................ Address: ................................................................................................................................ ................................................................................................................................... 1. Please select your gender a) Male [ ] b) Female [ ] 2. To which age group you belong

a) 18 – 25 year [ ] b) 25 – 35 year [ ] c) 35 – 45 year [ ] d) 45 & above [ ] 3. Please state your occupation a) Student [ ] b) Self Employed [ ] c) Employee [ ] d) Others [ ] 4. What is your income annually? a) Below 3lakk [ ] b) 3 – 6lakh [ ] c) 6 – 8lakh [ ] d) 8lakh & above [ ] 5. From how long you have been Volkswagen customer? a) From 6 month [ ] b) From 1 year [ ] c) From 2 year [ ] d) More than 2 years [ ] 6. Which model of Volkswagen car do you own? a) Volkswagen Polo [ ] b) Volkswagen Jetta [ ] c) Volkswagen Vento [ ] d) Volkswagen Betel [ ] e) Cross polo [ ] f) Polo GT [ ] 7. How do you come to know about Volkswagen? a) Friends [ ] b) Relatives [ ] c) TV advertisement [ ] d) Magazine [ ] 8. From whom did you buy the Volkswagen car? a) Volkswagen show room [ ] b) Used car dealers [ ] c) Purchased from previous users [ ] d) Online [ ] 9. Are you aware of safety features’ provided by Volkswagen? a) Yes [ ] b) No [ ] 10. How did u come to know about safety features? a) Company employee [ ] b) Word of mouth [ ] c) Advertisement [ ] d) Magazine [ ] 11. What kind of offers you get from the ELITE motor while purchasing Volkswagen car a) Cash discount [ ] b) Accessories [ ] c) Extended service warranty [ ] d) Insurance [ ] 12. Which mode of payment did u used to purchase Volkswagen car a) Self finance [ ] b) Bank loan [ ] 13. Which factor made you to buy Volkswagen car a) Price [ ] b) Mileage [ ] c) Brand [ ] d) Design [ ] 14. What is your satisfaction level with the service provided by ELITE motors Volkswagen Bengaluru a) Highly satisfied [ ] b) Satisfied [ ] c) Neither/ Nor [ ] d) dissatisfied [ ] e)Highly Dissatisfied [ ] 15. What is your view towards Volkswagen Price? a) Very high price [ ] b) High price [ ] c) Affordable price [ ] d) Low price [ ] d) very low price [ ] 16. What is your opinion towards CRM maintained by ELITE motor Volkswagen Bengaluru? a) Highly Satisfied [ ] b) Satisfied [ ]

c) Neither/ Nor [ ] d) Dissatisfied [ ] e) Highly dissatisfied [ ] 17. What is your opinion towards delivery of car after service from ELITE motor Volkswagen Bengaluru? a) On time [ ] b) Reasonable [ ] b)Late [ ] c)Too Late [ ] 18. Do you think product of Volkswagen is fulfilling your needs? a) Yes [ ] b) No [ ] 19. How quick company is able to respond to your need a) Very quick [ ] b) Quick [ ] c) Late [ ] d) Very late [ ] e) Neutral [ ] 20. Being a potential customer how is your relation with the company a) Cooperative [ ] b) Non cooperative [ ] c) Interactive [ ] d) Friendly [ ] e) Neutral [ ] 21. Do you trust the brand image of the Volkswagen? a) Yes [ ] b) No [ ] 22. Will company inform you on service pending? a) Yes [ ] b) No [ ] 23. Will you suggest others to buy Volkswagen car a) Yes [ ] b) No [ ] 24. What is your view towards Volkswagen cars compare to other company cars? a) Excellent [ ] b) Good [ ] c) Average [ ] d) Poor [ ] e) Very poor [ ] 25. Do company employee show concern when you have problem a) Yes [ ] b) No [ ] If yes how? ...................................................................... 26. Any suggestion you cote to improve CRM in ELITE motor Volkswagen Bengaluru ............................................................................................................................ ....................................................................................................................... Thanking you Date; Signature Place;