TABLE OF CONTENTS

1. Acknowledgement………………………………………2
2. Objective………………………………………………...3
3. Introduction……………………………………………..5
4 Fundamental Business Building Database Tactics…………8

5 .10 DIRECT WAYS CRM WILL GROW YOUR

COMPANY’S SALES ……………………………….
6. Company History Baskin Robbins………………..

7. CRM strategy Baskin Robbins…………………………

8 .CRM Strategy Fast n’ Fresh

9. Bibliography ……………………………………………….
 INTRODUCTION

Did you know the cost to gain new customers is 7-10 times greater
than the cost of retaining existing customers? When you stop to
consider that the average business will lose nearly half its customers
within a five-year period, the need to leverage existing relationships to
gain new customers becomes a matter of survival.Customer
Relationship Management is the establishment, development,
maintenance and optimization of long-term mutually valuable
relationships between consumers and the organizations. Successful
customer relationship management focuses on understanding the needs
and desires of the customers and is achieved by placing these needs at
the heart of the business by integrating them with the organization's
strategy, people, technology and business processes.At the heart of a
perfect CRM strategy is the creation of mutual value for all the parties
involved in the business process. It is about creating a sustainable
competitive advantage by being the best at understanding,
communicating, and delivering, and developing existing customer
relationships in addition to creating and keeping new customers. So the
concept of product life cycle is giving way to the concept of customer
life cycle focusing on the development of products and services that
anticipate the future need of the existing customers and creating
additional services that extend existing customer relationships beyond
transactions.

Tactically, it involves:
 A. Compiling all sources of prospect and customer knowledge
B. Positively identifying all-important accounts
C. Developing an ideal customer profile by applying
firmographic attributes
D. Building a universe of all other companies similar to those
where
you do well
E. Acquiring the names of key players in the companies
of your universe
F. Generating responses (well qualified leads) from key
players at companies in your universe

Using this method, all of your new leads are from companies that
your sales force regards as important. And, all of those companies
are “pre-qualified” as those that look like your best customers.

Fundamental Business Building Processes

Any customer relationship begins with a cycle of contacts.

It starts with initial awareness and interest in a company’s
products or services, progresses through a personalised
sales process, and continues after the sale into an extended
period of customer service and support.

Organisationally, this contact cycle starts with marketing,

shifts to sales, and ends with customer service and
support. While these points of interaction can represent
different organisations within the company, to the
customer there is little or no distinction. All contacts,
from the initial requests for information to the latest
customer service inquiry, blend together in the customer’s
mind to create a single impression of the company.
The Business Building Marketing Cycle

Creating Awareness and Generating Demand — There are

essentially 3 levels in which marketing operates inside a business:

1. Reach potential customers and make them aware of the

company’s products and services, follow up with requested
information, and turn over qualified leads to the sales
organisation.

2. Discover and report subtle shifts in customer

requirements, define new products and services to meet the
need, and position them to beat the competition.

3. Capture leads easily and consistently from any source,

whether it’s the call centre, a Web site, e-mail, trade shows,
or a referral.
The Business Building Management Cycle

Visibility Gives You the Big Picture:

• How effective is a new marketing campaign?

• Which products and services are resulting in excessive support
expense?
• How satisfied are our customers?

Executives and management need meaningful data to

differentiate those products and services that are working
and those that need immediate attention. Customer
management software must translate marketing, sales and
customer service information into workable business
transactions.

Additionally, management is concerned with the speed and

ease-of deployment of the system and the cost of training
associated with it. You cannot afford lengthy implementation
cycles. Instead, they need software that is easy to set up
and roll out, and readily customised to meet business needs.
Fundamental Business Building Database Tactics
If your current customers are happy with your products and
services, they represent a key into the markets that will support
building your business. The following database tactics outline a
step-by-step method for using a centralised sales and marketing
database to create market visibility, sales productivity and
business momentum. Here’s how to get started:

1. Compile all sources of prospect and customer data into a

single repository. Minimally, this should include marketing leads
and response records, sales person’s contact files and
order/invoicing information from your accounting or billing system.
These records must contain the company name and complete
address, as they are the fields that will allow you to positively
identify accounts. For contacts, you also should have a full first and
last name and title along with the company name and address.
2. Positively identify important accounts within your single
centralised repository. Company names are notorious for
having multiple versions and abbreviations. To assure that all
record of your relationship with an account is kept in one place, a
single unique identifier should be attached to each account and all
references to that account should us that ID.
3. Build a universe of accounts, similar to your important
accounts, and obtain sales buy-in to these identified
targets.
Once you have a firm description of the type of accounts
in which your company thrives, the challenge is to find
more of them. This can be accomplished in a number of
ways:
• Ask your sales force to “nominate” attractive
accounts within each of their territories, whether
they have any traction with the account or not;
• Seek third party sources of accounts and contact
names such as professional association lists, trade
show or conference attendee lists, or compiled
databases; a professional list broker can help you
with this and generally charges only the list owner
a commission.
10 DIRECT WAYS CRM WILL GROW YOUR
COMPANY’S SALES

How CRM can help you increase revenue . Here are 10 direct ways in
which a well planned CRM implementation can do exactly that.

1. Increased salesperson follow-up effectiveness and organization!

An important attribute for a successful salesperson is the ability to
effectively follow-up on sales leads and opportunities in a timely manner.
Simply put…do what you say you’re going do. A good CRM system will
give the salesperson the ability to easily capture, manage , schedule, and
view tasks, appointments, emails, and notes in one centralized location. It
will also provide the ability to set reminder notifications so critical
activities and appointments don’t fall through the cracks. More often than
not, this capability alone can justify a business’s investment in CRM.

2. Increased efficiency of sales and marketing representatives!

Sales and marketing personnel spend a good deal of time meeting,
networking, calling, and communicating with prospects, existing clients,
partners, vendors and others. In the process they acquire an array of
disparate information and generate future activities, appointments, and
commitments. CRM will provide them with the ability to quickly access
account and opportunity activity history and share this information with
other team members. A good CRM system will also automate routine
activities such as trade show follow up communication, lead routing, sales
stage progression, quote creation, etc.

3. Use quota’s to benchmark sales s uccess!

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 Studies have shown that the use of sales goals and/or quotas both for the
organization and for individual salespeople has a significant positive
influence on sales performance. Goals and/or quotas help us to benchmark
expected levels of company and individual performance . Shortfalls in
meeting sales and marketing goals prompt us to rethink our strategy and
refocus our efforts to get us “back on track”. When gauged against
historical, external, and internal performance , goals and/or quotas become
powerful success tools. CRM can provide an enterprise with the ability to
easily manage and track goals and quotas in a many areas such as lead
generation, closed sales, quotes outstanding, contacts made, and more.
4. Accurately forecast sales pipeline
All too often sales managers come up on the end of the sales period and
find they have not met their planned sales commitments. Unfortunately,
very little can be done to remedy the situation at the time. CRM can
provide the sales management team with the ability to easily predict future
sales in a number of powerful ways such as revenue by month, by product,
by sales stage, by region, and by salesperson. This can provide valuable
insight into what working and what not, bottlenecks in the sales process,
poor performance, etc. If sales projections suggest company goals will not
be met, this can be identified well in advance and potentially remedied.

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5. Replicate and institute proven sales methodologies throughout your
sales organization!
A good CRM solution will allow your organization to institute an
automated and proven sales process that replicates the practices used
by your top performers. Standardized and automated activity creation,
sales stage progression, and close probability forecasting will make it
easy for sales representatives to implement the process in their day to
day activities and will provide the organization with a consistent
method of tracking performance and forecasting the sales pipeline.

6. Build a database against you competitors and share across

your organization!
Every salesperson accumulates important competitive information on
just about every sales opportunity. Most of the time, this information
could be of value to other sales and marketing representatives in the
organization also if it was shared. Typically however, this competitive
insight is not shared except perhaps within the team and even then in a
poorly organized manner. CRM can provide the ability to capture this
competitive insight and make it generally available to all business
development members. Information such as competitive strategies,
SWOT analysis, win/loss history, pricing, and product information can
help give your company the competitive edge.

7. Identify product sales and competitive trends

CRM can make it easy to compare historical sales results with current
results and empower business managers with the information needed to
make changes based on marketplace trends and the competitive
environment. Declining win/loss ratios for a specific product line, for
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 example, may suggest new entrants to the marketplace, lower pricing,
or poor quality. The ability to capture why a sales opportunity was won
or lost can provide key insight into company strengths and weaknesses.

8. Effectively nurture prospective and existing customers !

Without CRM, nurturing prospective customers is typically quite
difficult because it requires the management and analysis of a wealth of
information such as product line interests, purchase history,
business/decision roll, etc. CRM can allow salespeople to easily capture
this information and execute automated campaigns that keep you in
front of a prospect so that when they are ready to buy they think of you
first.

9. Analyze marketing and lead generation results!

Marketing dollars are limited and we want to spend them effectively so
that we can create the most value for our company. CRM makes it easy
to associate sales leads with the marketing activities that generated
them making it easy to identify what marketing activities are most
effective in helping your business grow.

10. Share account and opportunity information throughout your

sales organization.
Dispersed multi-region sales teams often work (or would like to work)
on the same customer account but perhaps for a different division or
section of that account. The ability to easily share historical sales and
activity history with other sales account representatives can give your
business the ability leverage these relationships to open new doors and
create new sales opportunities.

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 Consider the value!
Consider the value of acquiring just a few of these capabilities within
your organization. Would these capabilities increase your sales and
marketing success by 10%, 20%, or even more? For most businesses,
even a modest 5% increase in revenue generation will return the
investment in a well planned CRM solution in 3 to 4 months. A 10%
increase typically results in a payback period of around 2 months. The
point is, the value in CRM is there. However, it is worth investing the
resources to roll out a CRM initiative strategically so this value can be
realized. This means planning and training.
If rolled out correctly, a good CRM system can help your business achieve
new levels of revenue growth.

BASKIN ROBBINS HISTORY

We sell fun, not just ice cream."
— Irv Robbins, co-founder.

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 Nearly three-quarters of a century ago, two
brothers-in-law shared a dream to create an
innovative ice cream store that would be a
neighborhood gathering place for families.
Burton "Burt" Baskin andIrvine "Irv"
Robbins had a mutual love of old-fashioned
ice cream and the desire to provide customers
a variety of flavors made with ingredients of
the highest quality in a fun, inviting atmosphere.

As a teen, Irv worked in his father's ice cream store. During World War II,
Burt was a Lieutenant in the U.S. Navy and produced ice cream for his fellow
troops. When the war was over, the two entrepreneurs were eager to capitalize
on America's love of ice cream.

They started out in separate ventures at the advice of Irv’s father. In 1945, Irv
opened Snowbird Ice Cream in Glendale, California. His store featured 21
flavors and emphasized high-quality ice cream sold in a fun, personalized
atmosphere. A year later, Burt opened Burton's Ice Cream Shop in Pasadena,
CA. By 1948, theyhad six stores between them. This concept eventually grew
into Baskin-Robbins.

As the number of stores grew, Burt and Irv

recognized that to maintain the high
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 standards they set in the beginning, each
store would require a manager who had an
ownership interest in its overall operation.
Even though they didn't realize it at the time,
the two founders had pioneered the concept
of franchising in the ice cream industry.

In 1949, there were more than 40 stores in

Southern California when Burt and Irv
purchased their first dairy in Burbank. This
business decision allowed them to have
complete control over the production of their
ice cream, and the development of new
ingredients and flavors.

It wasn’t until 1953 that the ice cream chain dropped the separate identities of
Snowbird and Burton's and became Baskin-Robbins. A local advertising
agency, Carson/Roberts, advised a uniform identity and image under the name
Baskin-Robbins 31 Ice Cream. Their recommendations included the "31®"
logo to represent a flavor for every day of the month, Cherry (pink) and
Chocolate (brown) polka dots to be reminiscent of clowns, carnivals and fun
and lastly, the use of cartoons to bring their flavors alive with personality to
graphically highlight the name and delicious ingredients. With this over-
arching branding, Baskin-Robbins' iconic pink spoons were created with the
belief that people should be able to try any of their many flavors without cost.

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 In 1954, Baskin-Robbins put their product
on the line against their competitors at the
Los Angeles County Fair. That year they
won their first Gold Medal and set the
pattern for county and state fair
participation, earning Gold Medals for
Baskin-Robbins Ice Cream every year since
that first contest.

"Not everyone likes all our flavors, but each

flavor is someone's favorite."
— Irv Robbins

Baskin-Robbins continued to expand, and by the mid-1960s, the company had

become an ice cream empire with more than 400 stores throughout the United
States. In the 1970s the chain went international, opening stores in Japan,
Saudi Arabia, Korea and Australia.

The franchise model created by Burt and Irv decades ago is still used by
Baskin-Robbins today. We are 100% franchised, with each owner holding a
stake in the business' success, while product development and merchandising
are handled at Baskin-Robbins headquarters. This hands-on, small business
approach allows franchisees the ability to create a strong presence in local
communities all over the world. Through this franchise business model, we
continue to provide innovative, high-quality ice cream treats to more than 150
million customers worldwide. And as a result, Baskin-Robbins has grown to
become the world's largest chain of ice cream specialty stores, with more than
2,800 locations throughout the United States and 5,800 around the globe.
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.

Since
1945,
we've
introduced
more than
1,000
unique,
fun and
delicious
ice cream
flavors. Our original top-selling flavors like
Mint Chocolate Chip and Pralines 'n Cream
continue to delight millions worldwide. Still,
we continue to consistently introduce new,
exciting flavor combinations, as well as ice
cream industry-leading innovations such as
hand-packed ice cream quarts, a unique
flavor ribbon technique, the use of
traditional dessert ingredients and the
introduction of mousse-textured ice creams.
From our introduction of signature ice cream
cakes and the growing line of beverages,
including our signature Cappuccino Blast®,
our commitment to creating new and
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 exciting products is unsurpassed in the
industry. It’s all part of our mission to make
the Baskin-Robbins neighborhood a tasty,
fun place for our customers.

CRM STRATEGY ADOPT BY BASKIN ROBBINS

Bringing customer intimacy together with a product innovation business
model is Baskin robbins objective; but underneath that vision are a number of
strategic goals.
DEVELOP INTEGRATED MARKETING
promotions to personalize product offerings to individual customers .
Integrated marketing efforts can then ripple out into multiple areas to generate
productivity, .“With our integrated marketing efforts, we have already
demonstrated the ability to create leads, sell new promotions, launch new
products and drive distribution with new tools such as the call center, e-mail
and Web sites.”
CREATE A WORKFORCE CULTURE
The second objective is to create a workforce culture based on customer
service using a “single source of information.”This must also go hand in hand
with 360-degree views of individual customers. “When a customer calls
you, you immediately pull up on your screen every relevant piece of
information about the relationship your company has with this treasured
person and his organization. During the interaction, you are able to cite order
history, new product purchases and demographic information to fully address
the unmet needs this customer has, and you do it in real time,
GIFT VOUCHER
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Give joy to family and friends or say ‘thanks’ with Baskin-Robbins gift
certificates! They make a great gift and are a fun way to show you care. So,
buy some now and let them enjoy their favorite ice cream treats whenever
they want. Now available online!

BR GIFT

Presenting the Baskin Robbins Gift certificate, a beautifully packaged,

reasonably priced gift that will be a surefire hit with anyone!
What makes the Baskin Robbins Gift certificate the ideal gift for loved ones?

The Gift Certificate entitles the young and young at heart to a great treat at
any outlet.

Unbeatable choices of redemption locations, redeemable at all the 300 plus

cafes in 61 plus cities across the country

Amazing variety of flavours, beverages and Sundae that cater to a wide range
of tastes.

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PROMOTIONAL CAMPAIGN
Spider man 3

The summer of 2007 witnessed an innovative tie-

up of Baskin Robbins with Spiderman 3 movie.
Baskin Robbins promoted Spiderman 3 by means
of a creative promotion. This not only added
visibility but also enhanced customer
interactivity with the brand. The highlight of the
promotion was the co-branded TVC which was aired on key kiddy channels.
The promotion extended to creating three new trendy flavours keeping in tune
with the characters of the movie- Web Slinger, Sand Storm, and Green
Gobbler. The elements of the promotion included poster, POP, standee, cup
design, bags, t-shirts, tags, shelf talker and a Spiderman 3 comic free with
every single scoop of ice cream

The panchavi pass campaign

Baskin Robbins successfully captured the attention of

the kids by entering into a tie-up with ‘Paanchvi Pass’,
a popular reality show telecast in 2008 by Star Plus
and hosted by Shahrukh Khan. A special Paanchvi
Pass flavour was created to make it appealing to the
customers and add excitement to the entire campaign. A gift was assured to
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any customer who walked into the store and purchased a Panchvi Paas flavour
and 3 lucky draw winners got a chance to meet the biggest Bollywood star,
Shahrukh Khan. The promotion helped Star Plus take its message to niche
audience across the country. The activity provided tremendous on ground
visibility for Star Plus and Baskin Robbins in terms of wall visuals, tent cards,
danglers, posters, t-shirts, cups, shelf talkers and a quiz book. Besides, it got
good publicity and generated enthusiasm among the kids.

The Drona campaign

Baskin Robbins has become an attractive partner for

Production Houses to promote movies better among
its target audience-the youth. This is done by means of
appealing visuals and colorful displays like banners,
posters, standees etc. Drona, a magical adventure movie based on the warrior
‘Drona’ tied up with Baskin Robbins to promote the movie among the
teenagers. Visual displays for the promotion of the movie using Baskin
Robbins as a brand included posters, standees, bags, shelf-talker, drop box
and banner. Cappuccino Nibs was named the Drona flavour, also known as
the flavour of magic to get the touch and feel of the movie.
The Drona promotion gives kids across the country a chance to meet
Abhishek Bachchan through a lucky draw.

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The lovestorey 2050 campaign

The movie was unique in the sense that for the

first time introduced the time machine concept
in the Indian film industry and therefore, there
was a big hype around the movie. Baskin Robbins built on this hype and
therefore associated itself with Love Story 2050. The publicity for the movie
was done using posters, standees, banners and shelf talkers. The flavour was
called the 2050 Flavor with a tagline-The taste of the future is here. The
promotion offered a chance to the lucky draw winners to meet the debutant
actor Harmen Baweja and Priyanka Chopra and a chance to win a Boo (a
character from the movie) with every 2050 flavor.

32
Company profile :- Fast ‘n Fresh

Name of the company :- Fast ‘n Fresh

YEAR OF ESTABLISHMENT :- 2010
HEAD QUARTER: - NEW DELHI
PUNCH LINE:-“WHERE THE FUN IS UNENDING AND FALVOUR
IS KING”
WEBSITE :- WWW. FastnFresh. COM

VISION STATEMENT
In five years, Fast ‘n Fresh Ice Cream will be established in METRO
AND SEMI METRO CITIES, and expansion plans will be developed for
company owned and franchise locations in other CITIES.

VISION TRIGGER
The main vision trigger will be the catchy slogan: “Fast ‘n Fresh - -
good for you!” The vision trigger will emphasize the premium quality of its
products as well as representing that everything about the business will be
good for its customers. This will include fast service, inviting décor, healthy,
premium quality foods, and a selection broad enough to meet the needs of
individual customers.
BUSINESS OBJECTIVES
Fast ‘n Fresh Ice Cream will have these business objectives during its first
three years of operation:
1. Cash break-even by the end of its first year of operations.
2. Cash reserves before taxes of $20,000 by the end of its second
year of operations.

34
 3. Cash reserves before taxes of $40,000 by the end of its third year
of operations.

30
.

CRM STRATEGY OPT BY FAST N FRESH

• Reduction in costs through automation and use of electronic
media :-The costs associated with offline orders include travel
expenses, time lost in the office and employee pay. Online ordering
can give customers the dairy products with lower prices. They can
order any dairy products they want with the click of mouse.

• Faster response :- Time to receive responses through internet

is one to three days, where you will get maximum responses on day
one itself, while ordering through telephone or email and paying for
the products and communicating face to face would take minimum 7
to 12 days to generate any responses.
• Use customer data to provide customized value
added service :-Company can keep track of customers and the
products that are sold well to be used for proactive decision making.
• Global reach :-No matter where the company is or whom it
needs to reach, targeted marketing pave the way.
• Interactive :-company can innovatively initiate campaigns
using graphics, videos, music, quiz, game or whatever that will be of
interest to their prospect, to grab his attention and interest
immediately.

• Offers free delivery

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 Company can offer free deliveries if customers order over a certain
amount. So, not only customers would have to pay for the oil to drive to the
store, they don’t even have to pay the delivery costs for the items they order.
OTHERINNOVATIVECRMSTRATEGIES
Rural Melas
Since INDIA is a country with most of its population still living in rural areas,
COMPANY decided to reach those potential consumers with a different
approach and they arranged different rural side Melas in which they can easily
state their point and make the potential customers a loyal customer.

Free Sampling
To promote and let the people who have not yet tested the product compnies
use the technique called free sampling. And have done free sampling to
make sure that people are aware of the product and also to get the feed back
out of the customers to make sure if there are any lags in the product.

Chain Store Promotions

Another 1 2 1 way of CRM technique tha tFAST N FRESH have adopted to
create effective touch point with their customer is by putting their brand in all
the chain store in Pakistan in this way people can have access easily to the
product and they do not have to look for the product.

Carnivals
FAST N FRESH have worked their way in the customers heart by knowing
them in every way. They try to promote their products and make sure that
their product is available in carnivals and all special events that are taking
place.

Fun Fair
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One way to have direct contact with the customer is to promote different fun
fair all over the country. This way existing customer and new customer both
are easily targeted.

Value Addition
Banners
An effective way to add customer value towards the product is to display
banners and bill boards all over the city so that customer are aware of their
brand and make them feel proud about their brand.
T.V Commercials
T.V commercials are very effective and excellent way to promote the product
and also to increase the value of customers. Its easy way to reach the
customers mind and create a positive image towards a brand
Posters
Posters are cheap and easy to display way to reach into customers mind and
create a positive view of the brand and also to increase the value a customer
holds towords the product and engro food have worked hard to gain this
position

Increasing value of customer base

We pair our extensive behavioral knowledge and our leadership in activating brands
with impact to deliver bottom-line results. From that foundation, we craft a truly media-
neutral strategy,
BIBLIOGRAPHY

1 :-WWW.BR31.COM

2:-WWW.SLIDESHARE.COM

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Books
CRM BY S.C. BALASHANKAR
CRM BY H. PEERU MOHAMED AND A.SAGADEVAN

NEWS PAPER

Times of India
Hindustan Times

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