PROJECT REPORT On CUSTOMER RELATIONSHIP MANAGEMENT IN GULZAR MOTORS Submitted to Punjab Technical University, Jalandhar

IN PARTIAL FULFILLMENT OF REQUIREMENT FOR THE AWARD OF THE DEGREE OF

MASTERS OF BUSINESS ADMINISTRATION (2011-13)

Submitted to Mrs. Manveen Kaur

Submitted By Manoj kumar (ROLL NO.:11204580193)

GUJRANWALA GURU NANAK INSTITUTE OF VOCATIONAL STUDIES, CIVIL LINES, LUDHIANA

TABLE OF CONTENTS

CHAPTER NO. 1 2

CONTEXTS

COMPANY PROFILE ABOUT GULZAR MOTORS INTRODUCTION OF CUSTOMER RELATIONSHIP MANAGEMENT

3 4 5

CUSTOMER CARE IN GULZAR MOTORS OBJECTIVES OF THE STUDY RESEARCH METHODOLOGY QUESTIONNAIRE

CHAPTER-1 COMPANY PROFILE ABOUT GULZAR MOTORS

Health and happiness and success depend upon the fighting spirit of each person. The big thing is not what happens to us in life- but what we do about what happens to us.

Traditionally the business of distribution was called commerce. Business was carried out merely as an exchange of commodities. But at present business is going a complete transformation and covered the concepts of marketing, target, costing, customer satisfaction, and channel of distribution, globalization and the like. No business empire was established overnight. Here we have taken the case study of Gulzar Motors Ltd. of how they transformed their traditional business and how, in turn, they achieved their aims. Trade and commerce has been recognized since times immemorial. Caveman was self sufficient and humans did not live in organized groups. With the introduction of barter system, trade and commerce began. Money was developed as a medium of exchange and later on a need of uniform currency transaction was required. Now plastic money has been introduced. Similarly, trade and methods to carry it out have substantially changed. It is no longer satisfying that a concern is operating well domestically but global trade ties are being recognized. In the present world of cut throat competition success of a business depends upon not only the price tag, but the strategies to satisfy and maintain a customer. Here we are looking forward to how Gulzar Motors Ltd. began its business and is today being recognized as a successful enterprise.

DETERMINATION Behind any venture, whatever it is there has to be a goal or determination behind it. Planning and subsequently strategy formation will be fruitful only if there is a strong goal behind it determination depends upon the intention and thirst to achieve the goal. Gulzar Motors Ltd. was not formed overnight. It took several years of determination and hard work to reach its present state. Initially started with a petrol pump in Ludhiana and moving top Swaraj Tractors Agency, Gulzar Motors procured Maruti dealership agency in 1997 and then there was no looking back. Had there been no determination the business and people behind it could be satisfied with the petrol pump business. To expand any business you have to expand your ideas to lay down the objectives and aims of the concern. Only on the basis of these can a business formulate the plans, strategies and policies.

DIRECTORS AND THEIR BACKGROUND

For efficient management of a company efficient managers with in-depth knowledge and leadership qualities are required. Mr. Gurcharan Singh, Managing Directors is also the proprietor of M/s Gulzar Trading Co.Mr. Harkirat Singh who is an MBA is the chief executive officer and an experience of 8 years in the group. The third director is Mr. Surinder Pal Singh who has great experience in this industry. Gulzar group consists of Gulzar service station which is actively dealing in petrol station since 1968. Gulzar Trading Co. which has been an authorized dealer of Swaraj since 1993. Gulzar Motors Ltd. is dealing in Maruti Agency since 1997. People who accept responsibility are the people who are making in the most of their lives.

Like an efficient organization the management of Gulzar Motors Ltd. is competent in spirit and progressive in knowledge. That is how the talent of employees is being made full use of. Control of an organization in able hands can ensure its progress in a short span of time. Team work has been possible and proper delegation and decentralization of work has been possible. The shared goals of the organization have been properly laid down. In a positive environment a marginal performers output goes up. In a negative environment a good performers output goes down. It is the ability and farsightedness of the management that makes the business a success. Transformation and change in a business is possible only when the management approach towards it is inviting. It is on the part of management to make the most of their talents. Gulzar Motors Ltd. is dealing in Maruti Agency since 1997. All the directors are knowledgeable about the company and have strong base in management knowledge. The whole planning was confined to the top management o the organization and appropriate delegation was\made to the lower levels depending upon its structure.

Chapter-2 INTRODUCTION OF CUSTOMER RELATIONSHIP MANAGEMENT

Customer Relationship Management may be defined as the infrastructure that enables the delineation of and increase in customer value, and the correct means by which to motivate valuable customers to retain the loyal ones to buy again (Dyche, 2002). CRM is an enterprise approach to understand and influence customer acquisition, customer retention, customer loyalty and customer profitability. The corner stone of CRM is an enterprise wide approach where everyone in the organization, connected directly or indirectly with the customer, has to contribute to the success of the initiative. CRM allows service provides to become more knowledgeable about their customers requirements and needs. Knowledge of the customer, combined with social rapport built over a series if services encounter facilities the tailoring or customizing of services to the customer specifications. Customer Relationship is a concept that listens to the customer; documents the problem and solutions, changes the organization behavior and responds to build a healthy relationship. CRM has also been defined as the ongoing process of engaging in cooperative and collaborative activities and program with customer to create and enhance mutual economic value at reduced cost. It means attracting, retaining and enhancing relationships with customer by developing customercentric process. Attracting customers is considered to be an intermediate step in the relationship building process with the ultimate objective of increasing customer loyalty. Therefore, many companies are now paying more attention to their relationship with existing customers, to retain them and to increase their share of customers purchase.

Need for Customer Relationship Management In the era of competition, a successful organization will be differentiated from others on the basis of the services quality and the value accretion accorded to the customer. The service quality does not confine itself to after sales service. In

fact, the service commences even before the sale is concluded. The concept of Relationship Marketing advocated the creation of a conducive situation where by a customer is enabled to arrive at a purchase decision, which is favorable to the organization. A customer who is convinced that the product purchased adds value to his/her convenience and peace of mind is likely to continue the relationship with the organization for along time. Indeed, the relationship flourishes into a life-long partnership. In order to build a long relationship in dynamic market conditions, the organization has to add values to the services offered to the customer that need constant evaluation and up-gradation. The customer value relates to choice, convenience, information, various enablements and most important the relationships. Value is considered to be an important constituent of relationship management. It also, determines the ability of the company to provide superior value to its customers. Another important aspect of Relationship Marketing is Customer Retention. From the point of view of cost, the existing customer contributes more to the bottom line and acquiring a new customer is costly proposition. A satisfied, lifelong customer leads to up-selling and referrals which would pave the way for a strong customer base and its expansion. Up-selling means motivating the existing customers to trade up for more profitable products. Cross-selling on the other hand means selling a product to a customer as a result of or along with other purchases. Referrals mean satisfied customer referring the use of companys product(s) to prospects.

BENEFITS OF CRM
CRM has fundamentally changed the way we market. The highest art of CRM is to come up with a personalized offer that a customer is likely to accept. CRM enhances the practical value of marketing through efficient performance of the following tasks. 1) Managing customer relations in a proper way to track the buying pattern and overall relationships with the existing customers.

2) Customizing services, promotions, and pricing to customer specific needs and requirements. 3) Coordinating and integrating the delivery of multiple services to the same customer. 4) Developing a two-way communicating channel viz. company to the customer, and customer to the company. 5) Ensuring the minimization of service errors and breakdowns. 6) Providing core services with extra value offerings to the customers. 7) Personalizing the customer service encounters as appropriately as possible.

CHAPTER-3 Customer care in Gulzar motors.

Customer Relationship management includes many aspects which relate to another: Front office operations- direct interaction with customer, e.g. face to face meetings, phone calls etc. Business relationship Interaction with other companies and partners, such as suppliers and retail outlets, industry networks. Analysis- Key CRM data can be analyzed in order to plan target- marketing campaigns, conceive business strategies and judge the success of CRM activities.

Types of CRM

Operational CRM provides support to front office business processes, e.g. to sales, marketing and service staff. Interactions with customers are generally stored in customers contact histories, and staff can retrieve customer information as necessary. The contact history provides staff members with immediate access to important information on the customers. Managing campaigns Enterprise marketing automation Sales farce Automation Sales management system

Analytical CRM
Analytical CRM Analyzes Customer data for a variety of purposes: Designing and executing targeted marketing campaigns. Designing and executing campaigns, e.g. Customer acquisition, crossselling, up- selling. Management information system e.g. financial forecasting and Customer profitability.

Sales intelligence CRMSales intelligence CRM is similar to Analytical CRM, but is intended as a more direct sales tool. Features include alerts sent to sales staff regarding: Gross selling/up selling /switch- selling opportunities. Customer drift Sales performance Customer trends Customer margins Customer alignment

CHAPTER-4 OBJECTIVES OF THE STUDY

To study the history and achievements of Gulzar Motors. My objective is to deepen my knowledge in studying organization behavior and how it works. I also want to study what efforts Gulzar Motors are making to satisfy their customers. To study the customer satisfaction with respect to the CRM practices followed by gulzar Motors. To study the efforts that the company is incurring to retain exiting that customers and to attract new customers. To understand the efforts that the company is spending on searching new customers.

CHAPTER-5

RESEARCH METHODOLOGY
MEANING OF RESEARCH Research refers to a search for knowledge. It can also be defined as a scientific and systematic search for relevant information on a topic. In fact it is an art of scientific investigation. Research methodology is prepared to describe not only the research procedure and method adopted for the achievement of the project but also the logic behind the use of this method so that the result can be capable of being evaluated by the others. Its main aim is keep the research on the right track. It includes research design, sampling procedure, and method of data collection and analysis procedure pertaining to the act.

SURVEY METHOD: The survey method was selected to obtain the needed information by asking the questions to the respondents through the questionnaire developed. Surveys are generally conducted both in qualitative and quantitative researches. After decision about the sampling, the questionnaire was designed and the respondents were conducted to answer the questions. This process of getting the answers is known as interviewing.

Two significant factors affects the effectiveness of a survey method is: Wording of questionnaire (it must be such that it extract desired information accurately and unbiased.) Ability and willingness of the respondent to give accurate and unbiased information. SOURCE OF DATA COLLECTION

Data or information is important tool for success of the study; moreover it reduces uncertainty in decision- making process. In order to make meaningful research a suitable methodology has been adopted. Both primary and secondary sources have been used in order to collect vital information about the respective study.

PRIMARY SOURCE Maximum data collected in the study is primary data, which is collected through survey through questionnaire.

SECONDARY SOURCE In this study the secondary data is collected through internet sites, book, journals and newspaper.

SAMPLING TECHNIQUE A sample of 50 respondents was chosen based on convenient sampling technique.

CONVENIENT SAMPLING TECHNIQUE It is used in exploratory research where the researcher is interested in getting an inexpensive approximation of the truth. As the name implies, the sample is selected because they are convenient. This non- probability method is often used during preliminary research efforts to get estimate of the results, without incurring the cost or time required to select a random sample.

QUESTIONNAIRE

Name Age Occupation Sex

______ ______ ______ Male/ Female ______ ______

Income status Address

Q.1. When you go to showroom the person deal with you is knowledgeable? Strongly disagree Disagree Neither or nor agree Agree Strongly agree ____________ ____________ ____________ ____________ ____________

Q.2. Display of merchandise is attractive? Yes No ____________ ____________

Q.3. Availability of the product? Yes No ____________ ____________

Q.4. Vehicle in good conditions? Yes No ____________ ____________

Q.5. Is the Gulzar Motors give you attractive discounts offers? Yes No ____________ ____________