By

PRERAK SHAH VIBHOR BHATT RISHI RAJ SINGH CHAITANYA FULIA SAUHITYA GARABADU

Customer Relationship Management

Is a widely implemented strategy for managing a companys 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.

Challenges..
Complexity Poor usability Fragmentation Security concerns Business reputation

Strategy..
People Processes Technology

Implementation..
Implementation issues Adoption issues Statistics Increasing usage and adoption rates Help menus

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

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

the LIVE PROJECT

at
D-Mart, Spectra Building, Ground Floor, High Street Corner, Hiranandani Gardens, Powai, Mumbai, Maharashtra 400076, India

About..
Owned by Avenue Super Marts Ltd. Stores in Maharashtra, Gujarat, Andhra Pradesh and Karnataka. Spread over 17 cities.

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

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

Category of products
Grocery Fruits and vegetables Beverages Frozen food Dairy products Personal and home care Foot wares

Cosmetics and beauty care. Medicines Household utensil Fashion accessories Apparels/ garments

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 kept for Ganpati and Navratri festival.

Disadvantages of Merchandising
At the apparels section, the new entries were not 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 is possible.

FEEDBACK

Drawbacks
Many staff were unfriendly and unfamiliar with rules. There were huge queues for billing products, there was no segmentation done for the customers on the basis of their purchases. Also customers frequently complained the debit/credit cards machines not operating properly.

Competitor in Powai

A short and brief comparison on D-Mart and Haiko has been done.

PRODUCTS Bourbon Parle G Cadbury Maggi Knorr Soup Kellog's Cornflakes Tropicana Juice Bournvita Soft Drinks Dove Shampoo Lifebuoy Tide Curd Pillsbury Atta Onion Tomato Potato TOTAL SAVINGS(%)

MRP 25 50 150 80 35 135 90 155 65 210 142 462 35 300 10 10 10 1964 22.5 46 127.5 80 32 125 80 145 57 190 99 427 32 245 13 18 14 1753 11%

OFFERS 21 45 124 69 30 120 80 129 58 195 97 369 29 239 14.34 21.75 12.63 1653.72 16%

OFFERS

Oreo Small Nil

Oreo Large Conditioner

Results
CRITERIA
Pricing
Hospitality Billing Counters Personal Selling Product Range

HAIKO
Better
Best Better Best Better

D-MART
Best
Better Best Better Best

Major Competitors Nation-Wide

Green Card privilege Warm Namastey at the entry Gate Music dedication Regular updates on offers to privilege customers Food court available

Strengths
Low price Good stable image as a retail store Spacious and located at a prime location

Weakness Low brand loyalty Poor space utilization No backing of a known corporate or business house No electronic equipments Stand alone stores.

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 .