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By

PRERAK SHAH

VIBHOR BHATTRISHI RAJ SINGH

CHAITANYA FULIA

SAUHITYA GARABADU

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Customer Relationship Management

Is a widely implemented strategy for managing acompanys interactions with customers, clients and

sales prospects.

Major goals are as follows..

Find attract and win new clients.

Nurture and retain those the company already has.

Entice former clients back into the company. Reduce expenses on marketing and client servicesice.

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Challenges..

Complexity

Poor usability

Fragmentation

Security concerns

Business reputation

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Strategy..

People

Processes

Technology

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Implementation..

Implementation issues Adoption issues

Statistics

Increasing usage and adoption rates

Help menus

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Types/Variations..

Sales force automation

Marketing

Customer service and support

Appointment Analytics

Integrated/collaborative

Small business Social media

Non-profit and membership-based

Horizontal Vs. Vertical

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Benefits of CRM..

A CRM system may be chosen because it

is thought to provide the following

advantages :-

Quality and efficiency

Decrease in overall costs

Decision support

Enterprise agility Customer attention

Increase profitability

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the

LIVE PROJECT

at

D-Mart,Spectra Building, Ground Floor, High

Street Corner, Hiranandani Gardens,

Powai, Mumbai, Maharashtra

400076, India

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About..

Owned by Avenue Super Marts Ltd.

Stores in Maharashtra, Gujarat, Andhra

Pradesh and Karnataka.

Spread over 17 cities.

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D-Mart

MEHNAT HAMARI BACHAT AAP KI!

MISSION

To be lowest priced retailer in the area of

operation/city/region.

VISION

Its our continuous endeavor to investigate,

identify, and make available new product

categories for customers everyday use and at

the best values than anybody else

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Image Set-up

Setting up an image of a DISCOUNT STORE. Offers VALUE FOR MONEY

Provides a lot of offers

Some throughout the year Some for a specific season or period

TARGET GROUP

Value conscious people Upper/Lower middle income customers

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Category of products

Grocery

Fruits andvegetables

Beverages Frozen food

Dairy products

Personal andhome care

Foot wares

Cosmetics andbeauty care.

Medicines

Householdutensil

Fashion

accessories Apparels/

garments

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Merchandise

Good product mix and lot of variety is

available.

The D-Mart offer price and the Max. Retail

Price both are visible on the price card

During the festival season, the festival items

are kept in the main area.

A wide range of festival and decorative items are keptfor Ganpati and Navratri festival.

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Disadvantages of Merchandising

At the apparels section, the new entries werenot displayed properly.

Products that needed appropriate cooling

were not stored properly.

In the passage lot of material was stored thus

blocking the movement of lot of custumers.

Only one way movement of Shoppers ispossible.

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FEEDBACK

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Drawbacks

Many staff were unfriendly and unfamiliarwith rules.

There were huge queues for billing products,

there was no segmentation done for thecustomers on the basis of their purchases.

Also customers frequently complained the

debit/credit cards machines not operatingproperly.

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Competitor in Powai

A short and brief comparison on D-Mart and Haiko

has been done.

PRODUCTS MRP OFFERS OFFERS

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PRODUCTS MRP OFFERS OFFERS

Bourbon 25 22.5 21

Parle G 50 46 45

Cadbury 150 127.5 124

Maggi 80 80 69Knorr Soup 35 32 30

Kellog's Cornflakes 135 125 120

Tropicana Juice 90 80 80

Bournvita 155 145 Oreo Small 129 Oreo Large

Soft Drinks 65 57 58

Dove Shampoo 210 190 Nil 195 Conditioner

Lifebuoy 142 99 97

Tide 462 427 369

Curd 35 32 29

Pillsbury Atta 300 245 239

Onion 10 13 14.34

Tomato 10 18 21.75

Potato 10 14 12.63

TOTAL 1964 1753 1653.72

SAVINGS(%) 11% 16%

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Results

CRITERIA HAIKO D-MART

Pricing Better Best

Hospitality Best Better

Billing Counters Better Best

Personal Selling Best Better

Product Range Better Best

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Major Competitors Nation-Wide

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Green Card privilege

Warm Namastey at the entry Gate

Music dedication

Regular updates on offers to privilege

customers

Food court available

s

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Strengths

Low priceGood stable image as

a retail store

Spacious and located

at a prime location

Opportunities

Booming retail sector

Limited presence in the

suburbs can be a

potential untapped

market s in major cities.

Threats

Presence of major

competitors

Global retail stores

eyeing India .

Weakness

Low brand loyalty

Poor space utilization

No backing of a known

corporate or business house

No electronic equipments

Stand alone stores.

S W

TO

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