CHAPTER-1

INTRODUCTION

Customer Relationship Management

Customer Relationship Management entails all aspects of interaction a company has with its customer, whether it is sales or service related; it starts with the foundation of relationship marketing. CRM is a systematic approach towards using information and ongoing dialogue to built long losing mutually beneficial customer relationship. The use of CRM technology forms the crucial front-end of any e-business strategy, essentially CRM has emerged as convivial weapon in the hands of the industry laggards as well as leaders to cascade the business suites; the only touch point which is formulating this base is the awareness amongst the corporatists to suffice the customers already available to the companies to large e tent.

!n today"s first-paced competitive business environment it"s more important than ever to create and maintain long-losing business relationships.

Today, Customer Relationship Management #CRM$ manages business process spanning sales, support, and marketing creating effective customer interactions. %iven the purpose of CRM, the functionality is straightforward, and the benefits of successful deployments clearly generate value and profitability for any company. %rate CRM solutions need to encourage users to interact with the application as well as be in-tune with the business and !T cost-saving needs.

&'or the modern-day CRM to be world class it needs to be revolutionary in market incursion and evolutionary in technological up gradation.( Today the ma)or business focus is towards endowing value addition to the sales cycle, and customer retention rather than constructing a new customer base which is costlier and also an uncertain chase from business perspective. The basic philosophy behind CRM is that a company"s relationship with the customer would be the biggest asset in the long-run.

!t is now vital for CRM vendors to develop a sound understanding of their target organi*ations customer and deliver them with solutions which help in achieving long-term business relations with their customers. +endors must also build long-term customer relationship management strategies with the end-user organi*ations to assure a series of deployments, and hence ensuring a regular revenue stream for themselves as well as their customers.

Evolution o CRM ! A Diagrammati" Representation

,efore implementing any Customer Relationship Management solution in the organi*ation there are many -uestions which need a comprehensive e planation from the user"s point of view. o o o .hat is the added value preposition of the CRM to the organi*ation/ .hat would be the environment under which the implementation done/ 0ow would the synergies be reflecting in the processes of the company/

These are mere stencils of the holistic scenario prevalent right now, and are to a great e tent a factor which arms the opportunities of long-term survival for any CRM vendor

Need for the study 1rgani*ations having be competitive environment with relationship management of customer and they are attracting the customer with some effective sale promotions. ,ut some organi*ations need to evaluate the purpose, utility, effectiveness of customer satisfaction. They are fails to evaluate this customer relationship management. 2o this study has been undertaken to assess the customer relationship management in the organi*ation.

O#$ECTI%E& O' THE &TUD( The broad ob)ective is to study the perception of &C32T1M4R R456T!1720!8 M676%4M47T .!T0 R4'4R47C4 T1 63T1M1T!+42(. To find out the factors that influences the buying decision of a Mahindra motor. To identify and study the problems faced by the consumers of M60!79R6 M1T1R. To study the satisfaction level of e isting consumer of M60!79R6 M1T1R. To assess the role of brand image in the purchasing decision of M60!79R6 M1T1R. To offer conclusions and suggestions.

To study the ob)ectives in detail the following research methodology is adopted.

RESEARCH METHADOLOGY

Resear"h )esign*

&Research design is the plan, structure. 6nd strategy of investigation conceived so as to obtain answers to research -uestions and to control variance( :4R5!7%4R

The research designs are both descriptive and e ploratory in nature. The ob)ectives of this study is to answer the &who, what, when, where and 0ow &of the sub)ect under investigation.

&AMP+EIN, P+AN AND &I-E 'OR CON&UMER&*

2ampling plays a vital role in deciding the -uality of any pro)ect while doing this survey it is felt to conduct the survey for consumers under convenient sampling method. Convenience sampling was adopted both for consumers where the sample unites are chosen primarily on the basis of the convenience of the investigators. The sample si*e was determined as ;<< consumers with ;<< male and ;<< female

&AMP+E TERRITOR(* The survey has been conducted and restricted to the city of 0yderabad in 679R6 8R69420 =

&OURCE O' DATA*

9ata, which is to be used for the pro)ect, has come both from primary sources as well as secondary sources PRIMAR( DATA &OURCE&*

The cru of the report is based on the information collected from the respondents with the help of -uestionnaires. The primary source of information have been consumers who have filled up the -uestionnaire Consumer who interviewed separately and the respondents )otted down in the -uestionnaire for the purpose.

&ECONDAR( DATA &OURCE&*

!nformation has also been borrow from both internal sources such as company records and e ternal sources like )ournal, maga*ines and book on marketing research

DATA CO++ECTION METHOD* The survey method was employed for primary data collection. The medium of date collection was through personal interviews. .here the respondents were -uestioned in face-to-face meeting the consumers were met either in their homes #or$ place of work. 2ome of respondents were -uestioned through telephones,

TOO+& 'OR DATA CO++ECTION The data was collected through structured -uestionnaire. >uestions can be categori*ed into multi-choice and open-ended -uestions. >uestionnaires were designed for

consumers. Care was taken to ensure that the -uestions framed were compatible with research ob)ectives. 4 actness and correctness the final version of the -uestionnaire has been drafted and was taken up for field survey purposes.

'RE.UENC( DI&TRI#UTION TA#+E*

6 fre-uency distribution refers to data classified on the basis of some variable, which can be measured such as age, income etc.

PER&ENTA,E&*

8ercentages are used to describe relationships, since they reduce everything to a common base and there by allow meaningful comparisons to be made.

PIE DIA,RAM / #AR DIA,RAM*

There are pictorial representations of statistical data with several subdivisions in a circular from and column from respectively.

METHOD O' 0EI,HTED A%ERA,E 'OR RAN1&*

This method is used to complete the weighted averages for the rank to determine which factor is the most preferred one. The ranks are taken as the variable and the numbers of people are the weights for each rank. 'rom the weighted averages the most preferred factor is chosen as the one with the minimum average. The ne t average selects the rank and the procedure continues for other ranks also.

Limitations
6s the time given for the completion of the pro)ect was limited.

The survey was restricted to 0yderabad and 2ecunderabad only.

They may be few opinions, which might have been missed out.

CHAPTER-2 INDUSTRIAL PROFILE

Automo2ile in)ustr3 in In)ia

The automo2ile in)ustr3 in In)ia is the ninth largest in the world. !ndia emerged as 6sia?s fourth largest e porter of automobiles, behind @apan, 2outh :orea and Thailand. 'ollowing economic liberali*ation in !ndia in ;AA;, the !ndian automotive industry has demonstrated sustained growth as a result of increased competitiveness and rela ed restrictions. 2everal !ndian automobile manufacturers such as Tata Motors, Maruti 2u*uki and Mahindra B Mahindra, e panded their domestic and international operations. !ndia?s robust economic growth led to the further e pansion of its domestic automobile market which attracted significant !ndia-specific investment by multinational automobile manufacturers ,ryonic automotive industry emerged in !ndia in the ;AC<s. 'ollowing the independence, in ;ACD, the %overnment of !ndia and the private sector launched efforts to create an automotive component manufacturing industry to supply to the automobile industry. 0owever, the growth was relatively slow in the ;AE<s and ;AF<s due to nationali*ation and the license ra) which hampered the !ndian private sector. 6fter ;AD<, the automotive industry started to grow, but the growth was mainly driven by tractors, commercial vehicles and scooters. Cars were still a ma)or lu ury. @apanese manufacturers entered the !ndian market ultimately leading to the establishment of Maruti 3dyog. 6 number of foreign firms initiated )oint ventures with !ndian companies. !n the ;AG<s, a number of @apanese manufacturers launched )oint-ventures for building motorcycles and light commercial-vehicles. !t was at this time that the !ndian government chose 2u*uki for its )oint-venture to manufacture small cars. 'ollowing the economic liberali*ation in ;AA; and the gradual weakening of the license ra), a number of !ndian and multi-national car companies launched operations. 2ince then, automotive component and automobile manufacturing growth has accelerated to meet domestic and e port demands.

E4ports

!ndia has emerged as one of the world?s largest manufacturers of small cars. 6ccording to New York Times, !ndia?s strong engineering base and e pertise in the manufacturing of low-cost, fuel-efficient cars has resulted in the e pansion of manufacturing facilities of several automobile companies like 0yundai Motors, 7issan, Toyota, +olkswagen and 2u*uki.

In)ian Automo2ile Companies

Nota2le In)ian Automo2ile Manu a"turers

Asho5 +e3lan) Chin5ara MotorsH ,eachster, 0ammer, Roadster ;.G2, Rockster, @eepster, 2ailster. 'or"e Motors Hin)ustan MotorsH 6mbassador. Mahin)raH Ma)or, Iylo, 2corpio, Iuv-E<<, ,olero Maruti &u6u5iH G<<, 6lto, .agonR, 4stilo, 62tar, Rit*, 2wift, 2wift 9Jire, 2IC, 1mni, +ersa, %ypsy

PremierH 2igma, Roadster, Ri1.

Ele"tri" "ar "ompanies in In)ia

6)anta %roup Mahindra 0ero 4lectric R4+6 Tara !nternational Tata Motors

Nota2le Multi-national automo2ile manu a"turers

+o"all3 manu a"ture) Automo2iles o Multi-national Companies

Au)iH 6C, 6F. #M0H K 2eries, E 2eries. ChevroletH 2park, ,eat, 6veo 3-+6, 6veo, 1ptra, Cru*e, Tavera. 'iatH 8alio, %rande 8unto, 5inea. 'or)H !kon, 'iesta, 'usion, 4ndeavour, 'igo Hon)aH @a**, City, Civic, 6ccord. H3un)aiH 2antro, i;<, %et*, iL<, 6ccent, +erna, 0yundai , 2onata. Mer"e)es-#en6H C-Class, 4-Class Mitsu2ishiH 5ancer, 5ancer Cedia. NissanH Micra, 2unny, I-Trail, Teana, ,lue-bird, 4valia RenaultH 5ogan 75o)aH 'abia, 1ctavia, 5aura. To3otaH Corolla, !nnova, 'ortuner %ol5s8agenH @etta, 8assat, 8olo. Mahin)ra 9 Mahin)ra * 2corpio, ,olero, Iylo, I3+-E<<.

Cars sol) in In)ia as C#U :Completel3 #uilt Units;

Au)iH 6G, TT, RG, >E, >D. #entle3H 6rnage, 6*ure, ,rooklands, Continental %T, Continental 'lying 2pur, Mulsanne.

#M0H F 2eries, D 2eries, IK, IE, IF, MK, ME, MF and JC. ChevroletH Captiva, ,eat, 2park, 6veo , 3-+a, Corsa, 1ptra magnum,Tavera. 'iatH 7uova E<<. Hon)aH Civic 0ybrid, CR-+, City, 6ccord, @a**, ,rio H3un)aiH 2anta 'e. $aguarH I', I@, I:. +am2orghiniH %allardo, MurciMlago. +an) RoverH Range Rover, Range Rover 2port, 9iscovery C, 'reelander L. Ma32a"hH ED and FL. Mer"e)es-#en6H C5-Class, C52-Class, 2-Class, 25-Class, 25:-Class, M-Class, +iano. Mitsu2ishiH 8a)ero, Montero, 1utlander. NissanH Teana, I-Trail, K<DJ, Micra, 2unny.

Pors"heH A;;, ,o ter, 8anamera, Cayman, Cayenne. Rolls Ro3"eH %host, 8hantom, 8hantom CoupM, 8hantom 9rophead CoupM. 75o)aH 2uperb, 1ctavia, 5aura, Neti, 'abia. &u6u5iH %rand +itara. To3otaH Camry, 5and Cruiser, 5and Cruiser 8rado, 8rius, !nnova, 'ortuner, 4tios. %ol5s8agenH ,eetle, Touareg, 8olo, +ento, 8assat, 8heaton, @eeta. %olvoH 2G<, ICA<.

CHAPTER-<

Automotive Manufacturers

Private Limited

Mahin)ra 9 Mahin)ra
Heritage 9 Histor3
6utomotive Manufacturers 8rivate 5imited was incorporated in the year ;ACG, under the dynamic leadership of 2hri. Manubhai 2anghvi and 2hri. 8.8 2anghvi

The company started as main dealers of Leyland Motors U! for mar"etin# their prod$cts in the erst%hile states of &om'ay (ydera'ad and Sa$rashtra) The company assem'led a'o$t *+++ Leyland ,ehicles at its !$rla -or"s 'et%een ./0/ and ./11 In addition to mar"etin# the company %as also en#a#ed in 2!D assem'ly of Leyland ,ehicles till ./11 %hen Leyland Motors U)!) entered into financial and technical colla'oration %ith Asho" Leyland In the year ./13 dealership for Mahindra4 Mahindra Limited %as ta"en) The company thereafter too" $p mar"etin# of prod$cts man$fact$red 'y Asho" Leyland in the states of Maharashtra Andhra Pradesh and 5$6rat Mahindra in Andhra Pradesh and 5$6arat In ./37 dealership for Mar$ti S$8$"i Ltd) %as ta"en for Maharashtra at Na,i M$m'ai and s$'se9$ently e:tended to Na#p$r A$ran#a'ad and Nasi") !o'elco a #aint in the constr$ction e9$ipment sector has 'een added) In *++; dealership for A$di %as ta"en for the state of Andhra Pradesh)

'oun)ers %ision

An or#ani8ation #ro%s and s$cceeds only %ith the %ill and s$pport of the people %ho %or" for it) -itho$t their de,otion hard %or" and hi#her prod$cti,ity the ,ision of seein# the or#ani8ation #ro%in# can only 'e a distant dream) In A$tomoti,e o$r #reatest asset is people < from top to 'ottom) A #ro%in# family li"e o$rs needs to "no% more a'o$t the s$ccess and achie,ements of each mem'er %ithin the or#ani8ation %hat moti,ates them to %or" for the company %hat the or#ani8ation e:pects from its employees ho% the latter can help '$ilt the or#ani8ation to '$ild a #ood f$t$re for themsel,es ho% the or#ani8ation cares for them ho% their %or" ethics and c$lt$re sho$ld $nder#o 9$alitati,e chan#es and so on) It %as people %ho helped shape o$r past and %ho m$st shape o$r f$t$re) It is the people=s creati,ity dili#ence and am'ition their concern their %illin#ness and a'ility to o,ercome ad,ersities %hich are decisi,e components for o$r s$ccess)

Mission

- Groom and Empower people to thin ! "eha#e and ta e de$isions li e owners! as we "elie#e the% Or(ani)ation* - Pro(ressi#el% en$ompass e#er% pro$ess to s%stemati$all% de-s ill the or(ani)ation &orm the essen$e o& o'r

Managerial ,usiness operations e perience of nearly F< years by the principal owners. 1ur systems are simple, transparent and seamless with inbuilt tracking and control mechanisms. 9elegations and empowerment to the employees is a part of our culture thus ensuring all round efficiency. .e adopt the best 0R practices in the industry, to hire and retain manpower at its optimum level. 'inan"ial 6M5 is one of the largest automobile dealers in !ndia with turnover of over Rs LELF crores in L<<F-<D and Rs KLG< crores in L<<D-<G. 6verage growth rate of K<O p.a. for the last K years Human "apital .e are led by K< senior industry professionals with over ;E years e perience with strong academic -ualifications and proven business acumen. 4mploy L<<< technical employees and DE< support staff with K-E years e perience. 1ur retention rate is the highs among dealerships at more than ALO.

The a2ove HR Initiatives o our Organi6ation resulte) in 6ttrition rate is maintained at F.<O. #against industry average of appro imately LCO$ Increased 4mployee 4ngagement leading to high productivity 2on,ertin# @ob into fun filled assignment Or#ani8ation as the second home of associate Training Plan at AMP+ 2elf-9evelopmentH Personality 9evelopment Time Management

 Stress Management Team 9evelopmentH Leadership B Motivational 2kills for managers 2omm$nication B 8resentation 2kills Interpersonal 2kills 1rgani*ation 9evelopmentH -or" Related training #technical B non-technical$

An)hrapra)esh +o"ation R.8.Road,2ecunderabad @eedimetla,hyderabad :ompally,0yderabad 6utonagar3nit ;, 0yderabad 6ml Motors,6utonagar 3nit L ,hyderabad 6ml Motors,9istillary Road,2ecunderabad 6ml Motors, 8un)agutta,hyderabad 2oma)iguda,hyderabad 7agole,hyderabad 6ttapur, 2ecunderabad 0ydernagar, 2ecunderabad %aganpahad, 2ecunderabad @ubliee 0ills,hyderabad Madhapur,hyderabad Tirumalghery, 2ecunderabad 6utonagar,+i)ayawada 7TR Colony, Ring Road, +i)ayawada. %udavalli, +i)ayawada Maddilapalem,+i*ag 8aradesipalem,+i*ag %a)uwaka,+i*ag 'a"ilit3 2ales 1ffice P 2howroom, .orkshop .orkshop 'ran"hise 6shok 5eyland, Mahindra C and K wheelers Mahindra C .heelers

.orkshop,sparepar 6shok 5eyland ts .orkshop .orkshop .orkshop 2howroom 2howroom 2howroom 2howroom 2howroom ,.orkshop .orkshop 2howroom .orkshop 2howroom 2pares 1utlet 2ales 1ffice .orkshop 6shok 5eyland and Mahindra Mahindra Mahindra Mahindra :obelco 6shok 5eyland and Mahindra 6shok5eyland Mahindra C and K wheelers Mahindra +olkswagen 6udi,volkswagen +olkswagen 6shok 5eyland 6shok 5eyland 6shok 5eyland

2howroom,.orksh Mahindra op .orkshop 2howroom,.orksh Mahindra 6shok 5eyland

6shok 5eyland and Mahindra B Mahindra have invited our company management to their 9ealer 6dvisory 8anel based on operations and performance of our organi*ation. This panel is constituted with selected dealership, who advise the manufacturers on various operations concerning the company and their dealerships in terms of 8roduct, 8rocesses and 2ystems, 0R 8ractices, 2ales and 2ervices etc.

A%ards< M4M >

The impact of a 5% increase in retention rates

,est 0R 8ractices from <K-<C to L<<G ,est +ehicle 2ales 8erformance in 2outh !ndia in <K-<C to L<<G ,est 2pare 8arts and 6ccessories 2ales 8erformance in L<<C-<E ,est 2ystems and 8rocesses among the dealers in L<<C-<E to L<<G ,est .orkshop 8erformance in L<<C-<E

Industry

Increase in profits
Pri$e Pri$e 90%
+ist +ist pri"e pri"e

Advertising Agency

Prod'$t company Life-insurance

MarketsHBranck Pro)u"t variet3 Pro)u"tbank variet3

deposits

85% 85% 8"% 80% %5% 50% &5% &5% &0%

.ualit3 9 Design .ualit3 9e Design Dis"ounts The concepts of change and relationships lead to Dis"ounts the concept of a market. 6 market is the set of actual 'eatures and potential buyers of a product. These buyers share a particular need or Allo8an"es 'eatures Allo8an"es want that can be satisfied through e change relationships. #ran) Pa3ment #ran) name name Pa3ment perio) perio)

Pub is!ing

Auto service $redit card

Pa"5aging Auto#!ome insurance Pa"5aging 9 9 &ervi"es &ervi"es Target Target

Cre)it Cre)it terms terms

Plannin(

0arranties 9 Returns Marketing means to bring about profitable customer relationships. 0arranties 9managing Returns markets Custome Custome rs +mplementation 0owever, creating these relationships takes rs work. 2ellers must search for buyers, identify must +mplementation &o"iet3

first create a need-satisfying marketing offer #product$. !t must decide how much it will charge :Human Develop strategi" Measure results results for the offer #price$ and how it will make the offer available target Measure consumers #place$.'inally, it 8el are; plans Marketing Management concepts out Carr3 out plans plans must communicate with the target Carr3 customers about the offer and persuade them of its merits Channels A)vertising Channels A)vertising #promotion$. Customer E4isting !ntegrated &elling 9 8rofits Pro Personal its through through Coverage Coverage 9 9 +o"ations +o"ations Personal selling selling :The "ompan3 turns the Consumers Compan3 :The "ompan3 turns the Evaluate Market 'a"tor3Assortments needs pro)u"ts marketing promoting customer sales volume satisfaction Evaluate results results &ales Assortments &ales promotion promotion 6nalysis plans Prod'$t Pro)u"tion &elling Mar5eting &o"ietal plans Pro)u"tion Prod'$t &elling Mar5eting &o"ietal :0ant :Pro its;

Industria brokerage
Pla$e

Control

Industria distribution Industria aundry

Promotion Promotion

'ffice-bui ding management

Transportations Transportations +ogisti"s +ogisti"s Ta5e Ta5e "orre"tive "orre"tive a"tion a"tion