S.

K & Company

Project report on

Customer Services & Customer relationship management

S.k & Company (Maruti authorized service zone)

Bulandshahr, Uttar Pradesh.

This project report is submitted in the Partial Fulfillment for the requirements for
Master of Business Administration of Degree

Of Sikkim Manipal University, India

by

Devindra Singh Under the guidance of

Reg. No. 520859158 Prof:AmitabhAnand

2008-2010

Sikkim-Manipal university of Health, Medical and technological

Sciences

Distance Education wing, Syndicate House, Manipal-576104

National school of business | 1

 STUDENT’S DECLARATION

I hereby declare that I have carried out my Internship Training at S.K & Company
(Maruti Service Zone) during 1Oct. to Dec. 2009 and have submitted this report towards
the partial fulfillment of the requirement of MBA course of Sikkim Manipal University
under guidance of Prof: Amitabh Anand. This report has not been submitted for the
award of any other Diploma, Degree or any other title.

_________________________
DATE: Signature of the Student

PLACE: BANGALORE Devindra Singh

Reg. No. (520859158)

 CERTIFICATE OF THE INSTITUTION

This is to certify that Devindra singh has successfully completed his Internship Training
at S.K & Company (Maruti service zone) under the guidance of Prof: Amitabh Anand.
towards the partial fulfillment of the requirements of MBA course of Sikkim Manipal
University during Oct- Dec. 2009.

DATE:

PLACE: BANGALORE _______________________

MBA DIRECTOR
 Acknowledgement

My Special Thanks and gratitude to Mr. Vineet Chaddha (CEO), of S.K & Company for
his generosity, cooperation and superb guidance that helped me in completion of my
project report.

I am also thankful to Prof. Sridhar Murty (Principal / Director) National School Of

Business, Bangalore. and to my Internal Guide, Prof. Amitabh Anand, for their
Encouragement and motivation which was a great source of inspiration.

I am extremely grateful to Ms Megha Sharma (Customer care Manager) and the entire
staff of S.K & Company, Bulandshahr. for their cooperation and generosity. Their
experience helped me a lot in doing my project.

Devindra Singh
MBA II (Marketing)
National School of Business.
 TABLE OF CONTENT

SERIAL No. TITLE PAGE No.

CHAPTER – 1 9
1.1 RATIONAL STUDY
CHAPTER – 2 11
2.1 PROJECT TITLE
2.2 OBJECTIVE OF STUDY
2.3 SCOPE OF THE STUDY
CHAPTER – 3 13
3 PROFILE OF THE COMPANY

CHAPTER – 4 29
4 REVIEW OF LITREATURE
CHAPTER – 5 36
5 RESEARCH METHODOLOGY
CHAPTER – 6 43
6 DATA ANALYSIS & INTERPRETATION
CHAPTER – 7 55
7 FINDINGS
CHAPTER – 8 57
8 LIMITATIONS
CHAPTER – 9 59
9 CONCLUSION & RECOMMENDATIONS
10 APPENDIX 62
11 BIBLIOGRAPHY 65
 LIST OF TABLES

TABLE CUSTOMER SATISFECTION FOR 44

6.1 S.K & COMPANY
TABLE WHICH VERSION OF THE MODELS ARE MOSTLY 45
6.2 DEMANDED BY THE CUSTOMER’S
TABLE FEATURES OF MARUTI SUZUKI 46
6.3
TABLE WHAT IS THE PERFORMANCE OF THE CAR 48
6.4
TABLE AFTER SERVICING VEHICLE DELIVERED AT THE 49
6.5 PROMISED TIME
TABLE WHAT RANK YOU WILL GIVE TO MARUTI 50
6.6 COMPANY AS FOR THE SATISFACTION LEVEL
TABLE WHAT TYPE OF REPOT SHARED BETWEEN 52
6.7 CUSTOMER AND DEALER
TABLE ABOUT COMPANY AFTER SALES SERVICE 53
6.8
EXECUTIVE SUMMARY
It is always desirable for a business to know about the degree of satisfaction of the
customers. “Customer is the King” and “he only can make you win the leadership in the
Market”, and “Maruti Suzuki India Ltd.” is carrying the same holistic approach towards
the Customer’s Satisfaction.

The objective of the study is to analyze the actual Customer Services and Customer
Relationship Management in S.K & Company (A Maruti Suzuki India Ltd. Distributor).

The customers’ satisfaction is dependent on a number of reasons, but is more or less

similar through the whole industry, and pervades the ‘Sales’ as well ‘After-sales’ services
provided by the Company towards customers.

Maruti Suzuki Ind. Ltd. is very keen in developing best bond with customers, and S.K. &
Company is one of those customer-satisfaction oriented organization, which is taking
care of implementing this policy.

As per the policy of MSIL, all of the services to the customers is provided under one
roof, and the state of art infrastructure and efficient workforce is there carrying out the
motive which MSIL has highlighted in it’s punch line, saying “Caring for Customers”.

At S.K. & Co. all the standards and benchmarks are followed to attain maximum
customer satisfaction.
 CHAPTER -1

RATIONALE FOR THE

STUDY
In today’s intensely competitive, rapidly changing and highly complex environment
characterize by diminishing Customer loyalty, the need to be market –focused and
customer centric is more critical than any other time in past. It is highly imperative for
every organization to retain and use valuable information about their customer to enhance
their business strategies and product and service offerings. Today, the key focus area of
much organization is identification of a link between customer satisfaction and
performance. However, satisfaction as the confirmation of expectation has started to be
conceptualizing almost as a threshold for customers. The delivery of satisfaction is the
minimum the customer expects.

After completing the primary formalities for vocational training, the approach followed
for the project was by .having debatable discussion on various topics with the project
guide, and keeping in mind the total time duration 12 weeks, the project title “Study of
the Customer Relationship Management for S.K & company Bulandshahr” was
decided. Primarily, the researcher was given some random idea about this project at S.K
& company.

After having very basic understanding about it’s objective and it’s importance in the
organization, helped in understanding the project better so as to make platform for
analysis.

The objective behind making this project is to have the knowledge of the practices of
Maruti Services by the Marketing Department. Maruti Suzuki India limited 50%
smaller, fewer, lighter and more beautiful.

Style and design quotient (formerly Maruti Suzuki India Limited), a subsidiary of Suzuki
Motor Corporation of Japan, is India's largest passenger car Company, accounting for
over of the domestic car market.

From its very inception, Maruti Suzuki has brought to India, a simple yet powerful
Japan’s philosophy The benefits of product quality, safety and cost consciousness have
been fused and filliped in order to present the Indian populace with cars high on the .
Extreme relevance of our brands in the Indian car arena, in beat with the lifestyles and
desires of our changing nation has made us the market favorites, for over two decades.
Gaining ground from strength to strength, we are inspirited now more than ever, to push
boundaries and conquer new horizons.

The Indian economy grew at an impressive 9 percent in GDP during 2007-08. Of late,
inflation has hardened and oil and certain other commodity prices have shot up, resulting
in higher interest rates and an uncertain outlook for the very near term.
However, the country's economy is still expected to continue to grow robustly, if at a
slightly slower pace.

CHAPTER -2

OBJECTIVE OF THE
STUDY
Project Title:

Study of the Customer Relationship Management for S.K & company, Bulandshahr.

Objective of project:

Primary objective:

 To study the customer awareness about Maruti Suzuki, & S.K & company.

 To enhance the sale of Maruti Suzuki in the showroom.

 To know the reason for the loss of inventory.

Secondary objectives:

 Analyze the customer buying behavior.

 To find out the satisfaction level of the customers at S.K & Company
showroom.

 To study the effect of event and promotion.

 To make various suggestion on the improvement of the S.K & Company.

Scopes:

 Study is restricted to various parts of Bulandshahr which include: Sikandrabad,

Khurja.

 The scope of the study is restricted to Customer Relationship Management only.

 Time frame-there is limited time of three months October to December 2009.

CHAPTER -3

PROFILE OF THE
COMPANY
Company Profile:

Maruti Suzuki is one of India's leading automobile manufacturers and the market leader
in the car segment, both in terms of volume of vehicles sold and revenue earned. Until
recently, 18.28% of the company was owned by the Indian government, and 54.2% by
Suzuki of Japan. The Indian government held an initial public offering of 25% of the
company in June 2003. As of May 10, 2007, Govt. of India sold its complete share to
Indian financial institutions. With this, Govt. of India no longer has stake in Maruti
Udyog.

Maruti Udyog Limited (MUL) was established in February 1981, though the actual
production commenced in 1983 with the Maruti 800,based on the Suzuki Alto key car
which at the time was the only modern car available in India, its' only competitors- the
Hindustan Ambassador and Premier Padmini were both around 25 years out of date at
that point. Through 2004, Maruti has produced over 5 Million vehicles. Marutis are sold
in India and various several other countries, depending upon export orders. Cars similar
to Marutis (but not manufactured by Maruti Udyog) are sold by Suzuki and manufactured
in Pakistan and other South Asian countries.

Its manufacturing facilities are located at two facilities Gurgaon and Manesar south of
New Delhi. Maruti’s Gurgaon facility has an installed capacity of 350,000 units per
annum. The Manesar facilities, launched in February 2007 comprise a vehicle assembly
plant with a capacity of 100,000 units per year and a Diesel Engine plant with an annual
capacity of 100,000 engines and transmissions.

Manesar and Gurgaon facilities have a combined capability to produce over 700,000
unitsannually. During 2007-08, Maruti Suzuki sold 764,842 cars, of which 53,024 were
exported. Maruti Suzuki offers 13 models, Maruti 800, Omni, Alto, Versa, Ritz,
Gypsy, A Star, Wagon R, Zen Estilo, Swift, Swift Dzire, SX4, and Grand Vitara.
Swift, Swift Dzire, A star and SX4 are maufactured in Manesar, Grand Vitara is
imported from Japan as a completely built unit (CBU), remaining all models are
manufactured in Maruti Suzuki's Gurgaon Plant.

Established in December 1983, Maruti Suzuki India Ltd. has ushered a revolution in the
Indian car industry. This car is meant for an average Indian individual,which is affordable
as well as has elegant appeal. Maruti Suzuki India Ltd. is the result of collaboration of
Maruti with Suzuki of Japan. At this time, the Indian car market had stagnated at a
volume of 30,000 to 40,000 cars for the decade ending 1983. This was from where
Maruti took over. The company has crossed the milestone of becoming the first Indian
company in March 1994, by manufacturing in totality one million vehicles. It is known
for its mass-production and selling of more than a million cars. Maruti Suzuki India Ltd.
is the India's largest automobile company which entered in the market with affirmed aim
to render high quality fuel – efficient and low-cost vehicles.

More than half the number of cars sold in India wears a Maruti Suzuki badge. we are a
subsidiary of Suzuki Motor Corporation Japan. We offer full range of cars- from entry
level Maruti 800 & Alto to stylish hatchback Ritz, A star, Swift, Wagon R, Estillo and
sedans DZire, SX4 and Sports Utility vehicle Grand Vitara.

Since inception, we have produced and sold over 7.5 million vehicles in India and
exported over 500,000 units to Europe and other countries. Our turnover for the fiscal
2008-09 stood at Rs. 203,583 Million & Profit after Tax at Rs. 12,187 Million.

Sales figure in the year 1993 has reached up to 1,96,820 Maruti comes in a variety of
models in the 800 segment. Its cars operate on Japanese technology, pliable to Indian
conditions and Indian car users. By the year 1998-99, the company has modernize the
existing facilities and expand its capacity by 1, 00,000 units.

Recently to ward off the growing competition, Maruti has completed Rs. 4 billion
expansion project at the current site, which has raised the total production capacity to
over 3,20,000 vehicles per annum. With the coming of each and every year, the total
production of the company exceed by 4, 00,000 vehicles.

In the small car segment it produces the Maruti 800 and the Zen. The big car segment
includes the Maruti Esteem and the Maruti 1000. Along with them, the company also
manufactures Maruti Omni.

16 other models includes Wagon R and the Baleno. Headquarter in Gurgaon, on 17

September 2007, Maruti Udyog was renamed to Maruti Suzuki India Limited. Both in
terms of volume of vehicles sold and revenue earned, the company is India's leading
automobile manufacturers and the market leader in the car segment. Sales recorded in
June 2008, is Rs. 4,753.58 crores.

MISSION:

An Organization’s mission is the purpose or reason for the organization’s existence,

means, what the company is providing to society.

“Maruti seeks to create a more prosperous society through automotive

manufacturing”
Mission critical attitude and fiscal prudence has been a way of life within Maruti, good or
bad times notwithstanding. And what has fuelled this over the last 18 months is the
Japanese major's 3-G philosophy pushed by Nakanishi, which he refers to as 'going back
to basics.

"Arm chair management doesn't help," says Nakanishi. Genba (go to actual spot),
Genjitsu (see what's happening) and Gembutsu (identify actual problem) have laid down
the framework for Maruti in its 3-year rolling plan till 2010-11. Maruti’s fundamental
mission is to contribute to people’s lifestyles, society, and the economy through
automotive manufacturing. In upholding this mission, we have always focused on the
future of the automobile industry when deciding how best to position our company.

VISION:

While the global economy is deep in the recession roil and its tremors being felt in India,
the country's largest automaker seems unfazed, what is helping Maruti today is the
company's ability to constantly innovate even beyond product.

So the company’s vision is “We have to ensure that any disruption in the environment
doesn't jeopardize our market position. If we say this vision in one line then it is
“Maruti’s aims to achieve long-term, stable growth in harmony with the
environment, the global economy, the local communities it serves, and its
stakeholders”.

Facilities:

Maruti Suzuki has two state-of-the-art manufacturing facilities in India. The first facility
is at Gurgaon spread over 300 acres and the other facility is at Manesar, spread over 600
acres in North India.

The Gurgaon facility:

Maruti Suzuki's facility in Gurgoan houses three fully integrated plants. While the three
plants have a total installed capacity of 350,000 cars per year, several productivity
improvements or shop floor Kaizens over the years have enabled the company to
manufacture nearly 700,000 cars / annum at the Gurgaon facilities.The entire facility is
equipped with more than 150 robots, out of which 71 have been developed in-house.
More than 50 per cent of our shop floor employees have been trained in Japan. Our
Gurgaon facility also houses `K' Engine plant. The `K' family engine plant has an
installed annual capacity of 240,000 engines and was commissioned in 2008. Spread over
an area of 20,300 m2, the `K' family engine facility is part of the Rs 9,000 crore
investment plan drawn by Maruti Suzuki and Suzuki Motor Corporation.
The next generation `K' engine like all Maruti Suzuki earlier technologies is highly fuel
efficient, while offering the best in refinement and performance. It will take the engine
technology to the next level in India. A-Star is the first car to be powered by `K' family
engine.

The forthcoming models will be powered by other `K' family engines The in-line plant
layout consisting of Casting, Machining and Assembly processes has high level of
automation, effective material handling and inventory reduction techniques in place,
aimed for high operational efficiency. The facility employs global manufacturing best
practices like cold testing, 100% on line automated checks to ensure global quality.

The Manesar facility:

Our Manesar facility has been made to suit Suzuki Motor Corporation (SMC) and Maruti
Suzuki India Limited's (MSIL) global ambitions. The plant was inaugurated in February
2007. At present the plant rolls out World Strategic Models Swift, A-star & SX4 and
Dzire. The plant has several in-built systems and mechanisms.

There is a high degree of automation and robotic control in the press shop, weld shop and
paint shop to carry on manufacturing work with acute precision and high quality.

The plant is designed to be flexible: diverse car models can be made here conveniently
owing to automatic tool changers, centralized weld control system and numerical control
machines that ensure high quality. The plant at Manesar is the company's fourth car
assembly plant and started with an initial capacity of 100,000 cars per year. This will be
scaled up to 300,000 cars per year by October 2008.

Diesel Engine Plant- Suzuki Power train India Limited:

Suzuki Power train India Limited the diesel engine plant at Manesar is SMC's & Maruti's
first and perhaps the only plant designed to produce world class diesel engine and
transmissions for cars. The plant is under a joint venture company, called Suzuki Power
train India Limited (SPIL) in which SMC holds 70 per cent equity the rest is held by
MSIL.

This facility has an initial capacity to manufacture 100,000 diesel engines a year. This
will be scaled up to 3, 00,000 engines/annum by 2010

Road Safety And Maruti Suzuki:

Maruti Suzuki has already trained around 450,000 persons in safe driving in the last few
years. Through the National Road Safety Mission, the company plans to touch a total of
million persons in the next few years.

Maruti Suzuki contributes towards road safety through its IDTR and MDS initiatives.

National Road Safety:

  Taking forward its commitment to Road Safety, Maruti Suzuki has adopted a
National Road safety mission.

 Under the mission Maruti Suzuki will Train 500,000 people in safe driving in the
next three Years across India.

 While utilizing the existing 2 Institutes of Driving Training and Research (IDTR)
in Delhi and the 50 Maruti Driving Schools (MDS) across the country the
company will enter into partnerships with state governments for more IDTRs and
with its dealers for more MDS.

 Of the 500,000 people to be trained, at least 100,000 will be people.

 Underprivileged section of society, who are keen to take driving as a profession.

 In addition, Maruti Suzuki will continue to support to government and industry in

their efforts for road safety.

Maruti Exports:

Maruti Suzuki exports entry-level models across the globe to over 100 countries and the
focus has been to identify new markets. Some important markets include Latin America,
Africa and South East Asia.

Interestingly with a brand new offering A-star, Maruti Suzuki is ready to take on
European markets. Maruti Suzuki sold 53,024 units during 2007-08. This is the highest
ever export volume in a year for the company, and marked a growth of 35 per cent over
the previous year.

Maruti Suzuki has exported over 552,000 units cumulatively with about 280,000 units to
Europe and Israel Big ticket to Europe .The year 2009 holds the big ticket to Europe. the
export effort will be led by Suzuki's fourth World Strategic Model, A-star, which is being
manufactured exclusively in Maruti Suzuki.

Maruti Suzuki has been exporting cars for more than a decade, and customers in India
draw reassurance from the fact that cars manufactured by Maruti Suzuki have a place in
the most demanding markets. Quote Unquote, S. Nakanishi, MD & CEO, MSIL The first
export shipment of Maruti Suzuki's World Strategic Model A-star set out for Europe in
early January from the newly built Mundra port. Branded as Suzuki Alto in Europe, this
marks Suzuki's reentry into the European small-car market. Maruti Suzuki had unveiled
the Suzuki World Strategic Model A-star in mid-November 2008.
The car has been tastefully designed keeping in mind the discerning European and Indian
customers. The compact car with a brand new design is also one of the finest in terms of
environment friendliness.

Maruti Suzuki is looking forward to increase its export volumes manifold and enhance its
presence in Europe through the A-star. To meet the infrastructure demand Maruti Suzuki
has forged partnerships with the Adani group to set up a mega car terminal at Mundra.

Dedicated car terminal facility:

The mega car terminal facility being developed at Mundra is a part of the long term
agreement signed between Maruti Suzuki and MPSEZL last year to develop a dedicated
car handling facility. The mega car terminal, being built with an initial investment of Rs
100 crore (INR 1 billion) will conform to international standards. The facility is expected
to bring global efficiencies to the auto logistics industry and will help bring India on the
global automotive logistics map. The car terminal is expected to be fully operational by
March 2009. The facility would also house a state-of-the-art 'Wash Inspection and
Waxing Centre', a car stockyard and a Dedicated “buffer area” for cars to be parked
before loading onto the ship.

"Maruti Suzuki has ambitious plans for exports. Maruti Suzuki has the technology, skills
and manufacturing capabilities to build global quality cars for international markets.
However, to match our export ambitions, we needed infrastructure support like a
dedicated car terminal. With this initiative and with partners like MPSEZL and NYK, we
have confidence that our exports volumes would grow manifold. It is indeed a big leap in
automotive logistics for India." Quote Unquote, S. Nakanishi, MD & CEO, MSIL at the
inaugural shipment.

Maruti Suzuki & Motor Sports:

Be it a motorsport enthusiast, an amateur or a professional, Maruti Suzuki offers the thrill

and joy of motorsport to all of them. The Maruti Suzuki motorsport calendar is packed
with exciting motoring events. For families, there are events like Women's Fun Drive and
Treasure Hunt throughout the year, across cities.

The Maruti Suzuki Autocross brings action for amateurs and professionals, together. But
what makes the Maruti Suzuki motorsport calendar an attraction in India (and
internationally too) are Maruti-Suzuki Raid-de-Himalaya, Maruti Suzuki Rally Desert
Storm and Maruti Suzuki Monsoon Car Rally of Kerala.
Board of Directors

Mr. R. C. Bhargava Mr. Shinzo Nakanish

Chairman Managing Director and CEO

Mr. Manvinder Singh Mr. Amal Ganguli

Director Director

Mr. D. S. Brar Mr. Keiichi Asai

 Director Director

Mr. Osamu Suzuki Mr. Shuji Oishi

Director Director

Ms. Pallavi Shroff Mr. Kenichi Ayukawa

Director Director (Production)

Mr. Tsuneo Ohashi

 Director and Managing Executive Officer (Production)

As a responsible corporate citizen, Maruti Suzuki India Limited ('Maruti' or "the

Company") has always believed in following highest standards of Corporate Governance.
Being a listed company, every act of the Company, its Board Members and its employees
is the focus of public attention and accordingly, there is a need to reinforce Maruti's
commitment towards maintaining highest standards of Corporate Governance.

This Code of Business Conduct and Ethics ("Code of Conduct" or "Code") helps ensure
compliance with our standards of business conduct & ethics and also with regulatory
requirements.

All Senior Management Personnel are expected to read and understand this Code of
Business Conduct and Ethics, uphold these standards in day-to-day activities and also
comply with all applicable standards, policies and procedures of the company.
This policy should be read in conjunction with applicable regulations & existing policies
& procedures of the Company. You can also contact the Secretarial & Legal Department
if you have any questions or clarifications.

Company Products:
Offers 16 models of cars such as

 Maruti 800 launched – 1983

 Maruti Van launched - 1984

 Maruti Gypsy launched -1985

 Maruti Zen launched -1990

 Maruti Alto launched – 2000

 Maruti Wagon-R launched -2002

 Maruti Versa launched -2003

 Maruti Grand Vitara launched -2004

 Maruti Suzuki Swift launched -2005

 Maruti Zen Estilo launched -2006

 Maruti Suzuki SX4 launched -2007

 Maruti Swift Dzire launched -2008

 Maruti A-Star launched -2008

 Maruti Suzuki Ritz launched -2009

 Maruti Eeco launched – 2010

 In spite of all these models, Baleno failed to meet the customer

expectations.
Key success factor:

(1)The Quality Advantage:

Maruti Suzuki owners experience fewer problems with their vehicles than any other car
manufacturer in India (J.D. Power IQS Study 2004).

The Alto was chosen No.1 in the premium compact car segment and the Esteem in the
entry level mid - size car segment across 9 parameters.

(2) A Buying Experience like No Other:

Maruti Suzuki has a sales network of 307 state-of -the-art showrooms across 189 cities,
with a workforce of over 6000 trained sales personnel to guide MUL customers in finding
the right car.

(3) Quality Service across 1036 Cities:

In the J.D. Power CSI Study 2004, Maruti Suzuki scored the highest across all 7
parameters. least problems experienced with vehicle serviced, highest service quality,
best in-service experience, best service delivery, best service advisor experience, most
user-friendly service and best service initiation experience.92% of Maruti Suzuki owners
feel that work gets done right the first time during service.

The J.D. Power CSI study 2004 also reveals that 97% of Maruti Suzuki owners would
probably recommend the same make of vehicle, while 90% owners would probably
repurchase the same make of vehicle.

(4)One Stop Shop:

At Maruti Suzuki, customers will find all car related needs met less than one roof.
Whether it is easy finance, insurance, fleet management services, exchange- Maruti
Suzuki is set to provide a single-window solution for all car related needs.

(5) The Low Cost Maintenance Advantage:

The acquisition cost is unfortunately not the only cost customers face when buying a car.
Although a car may be affordable to buy, it may not necessarily be affordable to
maintain, as some of its regularly used spare parts may be priced quite steeply. Not so in

the case of a Maruti Suzuki. It is in the economy segment that the affordability of spares
is most competitive, and it is here where Maruti Suzuki shines.

(6)Lowest Cost of Ownership:

The highest satisfaction ratings with regard to cost of ownership among all models are all
Maruti Suzuki vehicles: Zen, Wagon R, Esteem, Maruti 800, Alto and Omni.

(7) Technological Advantage:

It has introduced the superior 16 * 4 hypertech engines across the entire Maruti Suzuki
range. This new technology harnesses the power of a brainy 16-bit computer to a fuel-
efficient 4-valve engine to create optimum engine delivery. This means every Maruti
Suzuki owner gets the ideal combination of power and performance from his car.
CHAPTER -4
 REVIEW OF
LITREATURE

Customer relationship management (CRM):

It consists of the processes a company uses to track and organize its contacts with its
current and prospective customers. CRM software is used to support these processes;
information about customers and customer interactions can be entered, stored and
accessed by employees in different company departments.

Typical CRM goals are to improve services provided to customers, and to use customer
contact information for targeted marketing. While the term CRM generally refers to a
software-based approach to handling customer relationships, most CRM software
vendors stress that a successful CRM effort requires a holistic approach.

CRM initiatives often fail because implementation was limited to software installation,
without providing the context, support and understanding for employees to learn, and
take full advantage of the information systems. CRM tools should be implemented "only
after a well devised strategy and operational plan are put in place". CRM can be
implemented without major investments in software, but software is often necessary to
explore the full benefits of a CRM strategy.
Other problems occur when failing to think of sales as the output of a process that itself
needs to be studied and taken into account when planning automation. From the outside,
customers interacting with a company perceive the business as a single entity, despite
often interacting with a number of employees in different roles and departments.

CRM is a combination of policies, processes, and strategies implemented by an

organization to unify its customer interactions and provide a means to track customer
information. It involves the use of technology in attracting new and profitable customers,
while forming tighter bonds with existing ones.

CRM includes many aspects which relate directly to one another:

 Front office operations —

Direct interaction with customers, e.g. face to face meetings, phone calls, e-mail,
online services etc.

 Back office operations —

Operations that ultimately affect the activities of the front office (e.g., billing,
maintenance, planning, marketing, advertising, finance, Manufacturing, etc.)

 Business relationships —

Interaction with other companies and partners, such as suppliers/vendors and

retail outlets/distributors, industry networks (lobbying groups, trade associations).
This external network supports front and back office activities.

 Analysis —

Key CRM data can be analyzed in order to plan target-marketing campaigns,

conceive business strategies, and judge the success of CRM activities (e.g.,
market share, number and types of customers, revenue, and profitability).

Proponents of CRM software claim that it doesn't only allow more effective ways of
managing customer relationships, but also more customer-centric ways of doing business.
Executives often cite the need for the proper tools as a barrier to delivering the
experience their customers expect.
A 2009 study of over 860 corporate executives revealed only 39% believe that their
employees have tools and authority to solve customer problems.

Types/variations of CRM:

There are several different approaches to CRM, with different software packages
focusing on different aspects. In general, Customer Service, Campaign Management and
Sales Force Automation (SFA) form the core of the system (with SFA being the most
popular).

Operational 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 customer (products owned, prior support calls etc.), eliminating the
need to individually obtain this information directly from the customer. Reaching to the
customer at right time at right place is preferable. Operational CRM processes customer
data for a variety of purposes:

 Managing campaigns.

 Enterprise Marketing Automation.

 Sales Force 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, cross-selling, up-

selling, add on-selling.

 Analyzing customer behavior in order to make decisions relating to products and

services (e.g. pricing, product development)

 Management information system (e.g. financial forecasting and customer

profitability analysis)
Analytical CRM generally makes heavy use of data mining and other techniques to
produce useful results for decision-making. It is at the analytical stage that the importance
of fully integrated CRM software becomes most apparent. Logically speaking, the more
information that the analytical software has available for analysis, the better its
predictions and recommendations will be.

Sales Intelligence CRM:

Sales Intelligence CRM is similar to Analytical CRM, but is intended as a more direct
sales tool.

Features include alerts sent to sales staff regarding:

 Cross-selling/Up-selling/Switch-selling opportunities

 Customer drift.

 Sales performance.

 Customer trends.

 Customer margins.

 Customer alignment.

Campaign Management

Campaign management combines elements of Operational and Analytical CRM.

Campaign management functions include:

 Target groups formed from the client base according to selected criteria

 Sending campaign-related material (e.g. on special offers) to selected recipients

using various channels (e.g. e-mail, telephone, SMS, post)

 Tracking, storing, and analyzing campaign statistics, including tracking responses

and analyzing trends.
Collaborative CRM:

Collaborative CRM covers aspects of a company's dealings with customers that are
handled by various departments within a company, such as sales, technical support and
marketing. Staff members from different departments can share information collected
when interacting with customers.

For example, feedback received by customer support agents can provide other staff
Members with information on the services and features requested by customers.
Collaborative CRM's ultimate goal is to use information collected by all departments to
improve the quality of services provided by the company. CRM also plays a role of data
distributor within customers, producers and partners. Producers can use CRM
information to develop products or find new market. CRM facilitates communication
between customers, suppliers and partner by using new information system such email,
link and data bank.

Consumer Relationship CRM:

Consumer Relationship System (CRS) covers aspects of a company's dealing with

customers handled by the Consumer Affairs and Customer Relations contact centers
within a company. Representatives handle in-bound contact from anonymous consumers
and customers. Early warnings can be issued regarding product issues (e.g. item recalls)
and current consumer sentiment can be tracked (voice of the customer).

Strategy:

Several CRM software packages are available, and they vary in their approach to CRM.
However, as mentioned above, CRM is not just a technology but rather a comprehensive,
customer-centric approach to an organization's philosophy of dealing with its customers.

This includes policies and processes, front-of-house customer service, employee training,
marketing, systems and information management. Hence, it is important that any CRM
implementation considerations stretch beyond technology toward the broader
organizational requirements.

Implementation issues:

Many CRM project "failures" are also related to data quality and availability. Data
cleaning is a major issue. If a company's CRM strategy is to track life-cycle revenues,
costs, margins, and interactions between individual customers, this must be reflected in
all business processes.
Data must be extracted from multiple sources (e.g., departmental/divisional databases
such as sales, manufacturing, supply chain, logistics, finance, service etc.), which
requires an integrated,
comprehensive system in place with well-defined structures and high data quality. Data
from other systems can be transferred to CRM systems using appropriate interfaces.

Because of the company-wide size and scope of many CRM implementations, significant
preplanning is essential for smooth roll-out. This pre-planning involves a technical
evaluation of the data available and the technology employed in existing systems. This
evaluation is critical to determine the level of effort needed to integrate this data.

Equally critical is the human aspect of the implementation. A successful implementation

requires an understanding of the expectations and needs of the stakeholders involved. An
executive sponsor should also be obtained to provide high-level management
representation of the CRM project.

An effective tool for identifying technical and human factors before beginning a CRM
Project is a pre-implementation checklist. A checklist can help ensure any potential
problems are identified early in the process.

Privacy and data security System:

One of the primary functions of CRM software is to collect information about customers.
When gathering data as part of a CRM solution, a company must consider the desire for
customer privacy and data security, as well as the legislative and cultural norms. Some
customers prefer assurances that their data will not be shared with third parties without
their prior consent and that safeguards are in place to prevent illegal access by third
parties.

Maruti Suzuki CRM

Maruti Suzuki achieves an overall C.S.I Score of 820 an a 1000 point Scale, overall
customer satisfaction with dealer service for the industry improves slightly in 2008-up by
3 points since 2007,with six of the 11 ranked brands demonstrating gains. While ranking
below the industry average Tata and Mahindra emerge as the most improved brands,
respectively, particularly in the areas of services initiation, quality of services advisors
and in services experience.

“Maruti Suzuki has effectively implemented simple producers that improved satisfaction
with the value of work performed and perceptions of the fairness and honesty of the
dealer, such as greeting service customers quickly upon arrival and fully explaining
charges and repairs”, said Mohit Arora senior director at J.D Power Asia Pacific,
Singapore “Instituting these low.- effort yet high-impact practices helps to foster trust
among customers, which is critical to building loyalty for future service and sales
opportunities.”

The study finds that the proportion of vehicles brought in and serviced within the same
day has increased to 55 percent this year from 49 percent in 2007.Quick completion of
service is a key source of customers’ delight, particularly for customers who visit the
dealer for routine maintenance.

In 2008 India Customer Satisfaction Index (C.S.I) study is based on responses from more
than 5,594 owners of nearly 41 different vehicle models. The study was fielded from June
to August those customers who serviced their vehicles at authorized services facilities.

S.M.R.-(service marketing report):

Services marketing report is the detail of the customers who purchased the car from the
showroom. In this report we have the data about the Customer purchasing date and the
time of car servicing. Means by this report we remind to customer that it is the time of
your car servicing. So we ask some questions for customer satisfaction these are the
following questions:

Ques.1-are you aware of the maintained schedule of yours cars?

Ques2-as per record you cars service in due on-will you like to make a booking?

CHAPTER -5
 RESERCH
METHODOLOGY

Research Methodology:

Research methodology is away to systematically solve research problem. In it we study

the various step that are generally adopted by researcher in studying his research problem
along with logic behind them. It is necessary for a researcher to know not only the
research method/techniques but also the methodology. It may be noted, in the context of
planning & development that the significance of research lines in its quality and not in
quantity.

Researcher should know how to apply particular research techniques, but they also need
to know which of these methods or techniques, are relevant and which are not, and what
would they mean and indicate and why?

Meaning of Research:

“Research is common parlance refers to a search for knowledge. In fact research is an act
of scientific investigation.”
The project was divided in to the following steps.

To decide objective of the study

To decide research design & application

To decide source of data collection

To decide form of data collection

To organize & collection of data

To process & analyze report

To prepare the research report

1. To decide objective of the study :-

This step is also research problem. Problem definition is the most critical part of the
Research process. Research problem definition involves specifying the information
needed by management.

The main objective of the study is:

 To study the awareness of Maruti Suzuki & S.K & company, Bulandshahr.

 To find out the level of customer satisfaction with the offers, discount and
services offered by Maruti Suzuki & S.K & Company.

2. To decide research design & application:-

Research design involves defining the research problem, determining how to collect the
data and from whom, establishing the way the data will be analyzed estimating costs and
the preparation of the research approach. For this study, descriptive research was
selected.

3. To decide Source of data there are two source of data:-

 Primary Data

 Secondary Data

Primary data:-

Primary data is the original data collected specifically for the problem.

Reason for selecting primary data:-

In terms of primary data a questionnaire has been used to interview desire sample units
that give accurate and up to data information as well better to research problem.

Research approaches: -

Primary data can be collected in five main ways: through Observation,

Focus groups, surveys, behavioral data, and experiments.

Research instruments:-

Marketing researchers have a choice of three main research Instruments in collecting

primary data:

 Questionnaires: -

A questionnaire consists of questions presented to respondents for their answers.

Because of its flexibility, the questionnaire is by far the most common Instrument
used to collect primary data. Questions can be open-ended or closed-Ended.

 Qualitative measures: -

Some marketers prefer more qualitative methods for gauging consumer opinion
because consumer actions do not always match their answers to survey questions.
 Qualitative research techniques are relatively unstructured measurement
approaches that permit a range of possible responses, and they are a creative
means of ascertaining consumer perceptions that may other-Wise be difficult to
uncover.

 Mechanical devices: -

Mechanical devices are occasionally used in marketing research .Mechanical

devices like galvanometers measure the respondent’s interest or emotions aroused
by exposure to a specific ad or picture.

Secondary data:-

Data potentially useful in solving a current problem but that were collected for a
different purpose.

Reason for selecting secondary data:-

Secondary data can be gathered quickly and inexpensively, compared to primary data, it
is clear useful to study analyzing the recent development in the telecom industry.

Contact methods:-

Once the sampling plan has been determined, the marketing researcher must decide how
the subject should be contact:

 Mail questionnaire: -

The mail questionnaire is the best way to reach people who would not give
personal interviews or whose responses might be biased or distorted by the
interviewers. Mail questionnaires require simple and clearly worded questions.

 Telephone interview: -

Telephone interviewing is the best method for gathering information quickly; the
interviewer is also able to clarify questions if respondents do not understand them.
The response rate is typically higher than in the case of mailed questionnaires.

 Personal interview: -
 Personal interviewing is the most versatile method. The interviewer can ask more
questions and record additional observations about the respondent, such as dress
and body language. Personal interviewing takes two forms. In arranged
interviews, respondents are contacted for an appointment, and often a small
payment or incentive is offered. Intercept interviews involve stopping people at a
shopping mall or busy street corner and requesting an interview.

 Online interviews: -

There is increased use of online methods. There are so many ways to use the Net
to do research. In this method, researcher can include a questionnaire on its Web
site and offer a people to answer the questionnaire.

4. To decide from of data collection:-

For this project survey method was selected which was carried through person
interview. Because information from different customers was required.

5. To organize & collect data:-

Once the researcher has formulated and development a research design including
questionnaire second thing he has to decide whether he has to collect the
information from all the targeted customers. There can be two types of survey are
possible.

 Sample Survey

 Census Survey

“For this project sample Survey war chosen”

Characteristics of the sample survey are:-

 It is cheaper than census survey.

 It requires less time.

 It is economical.

 More detail information can be collected.

Deciding the sample plan requires following decisions sample unit “Who is to be
surveyed”.

Sample:

Sample is the true representation of the population by studying of the sample we can
predict the behavior of the population.

Sample Size: 250 (in this case)

Method of Sampling:-

In this project, the survey was done within the market that means probabilistic
convenience Sampling was carried out.

6. To process & analyze data:-

After the data was collected it was tabulated, analyzed and interpreted to the conclusion
reach.

Techniques Applied:

 Bar Chart:- A chart in which the length of the bar represents the amount of the
item associated with the bar.

 Pie Chart:- A circle divided in to sections, such that each section represent the
percentage of the total area of a circle associates with one variable.

Types of Research:

Along with this there may be 3 type of research methodology.

They are: –

• Exploratory Research.

• Descriptive Research.

• Casual Research.

“Our research is based on the exploratory research.”

Exploratory Research:

“The objective of this research is to gather preliminary information that will help us to
define the problem and to suggest any hypothesis.”

Which means first we have to define the problem and research objective? Then we have
to develop the research plan for collecting information. Now after collection data we have
to interpret those data for any suggestion.

CHAPTER-6
 DATA ANALYSIS
& INTERPRETATION

Customer’s Satisfaction for S.K & Company.

TABLE No.6.1

Levels of satisfaction Value Percentage responded

Satisfied 135 54%

Dissatisfied 55 22%
No comments 55 22%

Highly satisfied 5 2%

Figure No. 6.1

 Level of satisfaction

Data Analysis:

From the analysis we can conclude that to the existing customer of the dealers, there are
satisfied customer 54%, dissatisfied are 22% from servicing or after sales servicing,22%
is the percentage of those customers who not replied, There is also 2 % customer who
was highly satisfied from the company and also from dealers.

Data interpretation:

In the showroom there is range of the customers, huge no. of customers are satisfied from
the service of the company and dealer, there is also no. of customer who are dissatisfied
from the services but rage of satisfied and highly satisfied customer is more.

Which version of the models are mostly demanded by the customer’s:

TABLES No. 6.2

Version Value Percentage of demand

PETROL 90 36%
DIESEL 112.5 45%
LPG 47.5 19%

Figure No. 6.2

Data Analysis:

From the above table we can conclude that according to the dealers 45 % of the customer
asks for the diesel variants while 36 support the petrol variants and 19 % wants the LPG
variants of different models.

Data Interpretation:

The demand for the diesel variant is more for most of the models but the firm has limited
number of the models having diesel variants. The customers are also looking for the gas
models which will suitable for LPG and CNG. So the firm should think for the diesel and
gas variants.

Features of Maruti Suzuki:

TABLE No.6.3
Features Value Percentage of
loyalty
Price 95 38%
Quality 55 22%
Service 87.5 35%
Others 12.5 5%

Figure No. 6.3

Data Analysis:

The above analysis shows that 38 % of customers are buying the Maruti Suzuki product
for its price, 22 % buy them due to their quality. 35% think that after sale service is
provided by Maruti. And 5% people buy them due to other reasons like style, look etc.

Data Interpretation:

We can conclude that most of the people think that Maruti Suzuki pricing are economical
so they are loyal to his brand. While other people give emphasis to the After sale service.
Quality and other features are also a trait for the buyers.

What is the Performance of the Car:

TABLE No.6.4

Customer Opinion Value Percentage of

responded
Excellent 62.5 25%
Very good 125 50%

Good 50 20%

Poor 12.5 5%

Figure No. 6.4

Performance of the Car

Data Analysis:
The above analysis shows that there is 25% customers are highly satisfied from the
performance of car, there is 50% response is very good and 20% is response for good
also there is 5% response of poor performance of car.

Data Interpretation:

We can conclude that there is huge no of customer’s are satisfied with the performance of
the car, data is concerned with those customers who are the existing customers of Maruti
Suzuki and data is also concerned with new customers.

After servicing vehicle delivered at the promised time?

TABLE No.6.5

Customer opinion Value Percentage of responded

Yes 200 80%
No 50 20%

Figure No. 6.5

Data Analysis:
There are 80% customers response is that they get their vehicle at promised time and
20% customers who responded that they never get their vehicle at promised time.

Data Interpretation:

Servicing comes in after sales services; dealer provides this services to customers so there
is necessary for dealer to provide the vehicle at the promised time because it makes the
relationship better with the customers.

What rank you will give to Maruti Company as for the satisfaction level?

TABLE No.6.6

Rank of the Satisfaction Value Percentage of

level Responded
1 82 33%
2 67.5 27%
3 50 20%
4 33 13%
5 17.5 7%

Figure No. 6.6

Data Analysis:

The table is shows the rank for the customer satisfaction level 1 is highest and 5 is the
lowest, there is 33% response for the rank 1,27% for the rank 2,20%for the rank 3,13%
for the rank 4,7% for the rank 5.

Data Interpretation:

By the analysis this is found that there are huge number of customers of Maruti Suzuki
those are satisfied from the company.
What type of repot shared between Customer and dealer?
TABLE No.6.7

Customer Opinion Value Percentage of

Respondent
Excellent 62.5 25%
Very Good 125 50%
Good 50 20%
Poor 12.5 5%
 Figure No. 6.7

Data Analysis:

The table shows that there is 25% opinion for the excellent and 50% response for good,
20% for good and also there is 5% opinion for poor relationship with the dealer.

Data Interpretation:

There should be good relation between customer and dealer because it helps to increase
the sales of company and also helpful for making the customer relationship management.
About Company after Sales Service:

TABLE No.6.8

Customer Opinion Value Percentage of

Respondent
Excellent 62.5 25%
Very Good 125 50%
Good 37.5 15%
Poor 25 10%

Figure No. 6.8

Data Analysis:

The table shows that there is 25% customer responded for the excellent services of
company and 50% for the very good,15% for the good and there is 10% responded for
the poor services of the company.

Data Interpretation:

There is important to know the after sales services of the company it shows the customers
satisfaction and also shows the customer relationship management.
 CHAPTER-7

FINDINGS
Findings:

 There is 54% of satisfied customer’s of Maruti Suzuki.

 The demand for the diesel variant is more for most of the models but the firm has
limited number of the models having diesel variants. The customers are also
looking for the gas models which will be suitable for LPG and CNG. So the firm
should think for the diesel and gas variants.

 Most of people think Maruti Suzuki pricing are economical so they are loyal to
his brand. While other people give emphasis to the after sale service. Quality and
other features are also a trait for the buyers.

 There is large no of customer’s are satisfied with the performance of the car, data
is concerned with those customers who are the existing customers of Maruti
Suzuki and data is also concerned with new customers.

 Servicing comes in after sales services dealer provides this services to customers
so there is necessary for dealer to provide the vehicle at the promised time
because it makes the relationship better with the customers.

 There should be good relation between customer and dealer because it helps to
increase the sales of company and also helpful for making the customer
relationship management.

 There is important to know the after sales services of the company it shows the
customers satisfaction and also shows the customer relationship management.
 CHAPTER-8

LIMITATION
Limitation:

 It was assumed that the information given by the respondents is authentic and best
of their knowledge.

 Some of the views given was completely views by customers as they were in a
Hurry and were not considered in the data analysis.

 The result of the study is applicable to the survey area only.

 Time is also one of the important limitations.

 Dull process and unwilling respondent also affect the result of the study.
 CHAPTER- 9
Conclusion &
Recommendation
Conclusion of the Study:

The research work was successfully identifying by the studying the relationship
management of Maruti Suzuki in S.K & Company, Bulandshahr. The conclusion can be
drawn from this study may be:-

 Maruti Suzuki is India’s one of the leading automobile manufactures and also the
leader of the market both in terms of volume and revenue generated.

 Taking the sale trend in to account MSIL sold a record number of vehicle 7,
14,842 in 2007-08 including 53,024 units of export. In 2007-08 it record a
turnover of INR 145,922 million which rose to 178,603 million in 2007-08
showing a growth of 20%.

 Hence Maruti Suzuki Limited has captured over all share of 46% in the Indian car
market.

Recommendation:

To conclude, it can be said that S.K & Company has created its image in a very short
period in Bulandshahr. S.K & Company is the Best dealer of Maruti Suzuki. It is
attracting the customers with its good services.

Most of the customer satisfied by buying the Maruti car from S.K & company . This
satisfaction can be concluded by the response of customer in the questionnaires. Day by
day Maruti Suzuki is improving his reputation to other Automobile Company. The
comparison chart and survey report in this training report can recognize this.

There should be more staff having experience of automobile sector.

 There should be more efficient planning for satisfying customer needs.

 Attractive offers should be given time to time, to increase customer’s interests.

 There should be easy process of car servicing.

Appendix
Questionnaires:

Q.No.1:- Do you have any Maruti Suzuki four wheelers?

Ans- (a) Yes (b) No

Q.No.2:-Which Maruti Model do you have?

Ans- (a) Maruti 800 (b) Maruti Swift (c) Maruti Wagon-R (d) Maruti Alto e) Others

Q.No.3:- Which Version do you have?

Ans- a) Petrol b) diesel c) LPG or GAS

Q.No.4:-If you have Maruti Suzuki what features do you like most?

Ans- (a) Price (b) Quality (c) Services (d) other

Q.No.5:-What is the performance of your Car?

Ans : a)Excellent b) Very Good c) Good d) poor

Q.No.6:- After Servicing your vehicles delivered at the promised time?

Ans: a) Yes b) No

Q.No.7:- What rank you will give to your company as for the satisfaction level 1 is the
highest 5 is the lowest rank of sati-factionary level?

Ans- (a) 1 (b) 2 (c) 3 (d) 4 (e) 5

Q.No.8:- Which type of repot shared between you and your dealer?

Ans- (a) Excellent (b) Very Good (c) Good (d) Poor

Q.No.9:- What you will say about after sales services of company?

Ans-(a) Excellent (b) Very Good (c) Good (d) Poor

Q.No.10- If any suggestion for automobile company?

Ans-

………………………………………………………………………………………………

………………………………………………………………………………………………

………………………………………………………………………………………………

Name :

Occupation :

Contact No :

Address :
 BIBLIOGRAPHY

Name Of Book Name Of Author Edition & year

Marketing Management Paramhans Foundation First Edition, 1992

Research Methodology C.R.Kothari Second Edition, 1993

Marketing Management Philip Kotler Tenth Edition, 1999

Fundamentals of Statistics D.N.Elhance Present Edition, 1992

REFRENCES:

 Website of www.marutisuzuki.com

 Website of www.google.com