A

Project Report
On
“Studying of the Customer Relationship Management
In Maruti Suzuki India Limited”
HIMAYATNAGAR, HYDERABAD

Master of Business Administration (Marketing)

Submitted in partial fulfillment of the requirements for award of Master of Business

Administration of Bharathiar University

UNDER SUPERVISION OF:

Ms Anjali Sharma
(Customer care Manager)

Submitted by

DONEMPUDI GIREESH BABU

Roll No: 11P35G0164

1
 MAHAVIR CHAMBERS, DOOR NO. 3-6-363 & 3-6-1/1, CHAMBER BEARING NO. 101 & 102, 1ST
FLOOR, LIBERTY SQUARE STANZA, HIMAYATNAGAR, HYDERABAD

Mr. Donempudi Gireesh Babu, student of the Bharathiar University, has completed 2
months summer internship program in our office regarding the project of “Studying of
the Customer Relationship Management In Maruti Suzuki India Limited.”

Ms Anjali Sharma
(Customer care Manager)

2
 ACKNOWLEDGMENT

My Special Thanks and gratitude to Mr. Rajeev (CEO), of AGR

automobiles for his generosity, cooperation and superb guidance that
helped me in completion of my project report.

I am extremely grateful to Ms Anjali Sharma (Customer care Manager)

and the entire staff of AGR automobiles for their cooperation and
generosity. Their experience helped me a lot in doing my project.

DONEMPUDI GIREESH BABU

3
 DECLARATION

I hereby declare that this project work titled “Customer

Relationship Management In Maruti Suzuki India
Limited” is my original work and no part of it has been submitted for
any other degree purpose or published in any other from till date.

DONEMPUDI GIREESH BABU

4
 PREFACE

This project work is essentially the result of final year project which is
mandatory to be undertaken on the partial fulfilment of the course MBA
(Master of business administrator) in Marketing. The present study
entitled “Customer Relationship Management In Maruti
Suzuki India Limited”. In spite of best endeavours, the project
report is not a work of excellence as it is student’s attempt to watch
record and understand the business activities and practical aspect of
business by applying theoretical knowledge and concepts.

So I am thankful to all the managers of MARUTI SUZUKI.

DONEMPUDI GIREESH BABU

5
 TABLE OF CONTENT

SERIAL No. TITLE PAGE No.

CHAPTER-1
1.1 RATIONAL STUDY 10
CHAPTER-2
2.1 PROJECT TITLE 13
2.2 OBJECTIVE OF STUDY 14
2.3 SCOPE OF THE STUDY 15
CHAPTER-3
3 PROFILE OF THE 17-33
COMPANY

CHAPTER-4
4. REVIEW OF LITERATURE 35-44
CHAPTER-5
5. RESEARCH 46-54
METHODOLOGY

CHAPTER-6
6. DATA ANALYSIS & 56-66
INTERPRETATION

CHAPTER-7
7. FINDINGS 68-69
CHAPTER-8
8. LIMITATIONS 71
CHAPTER-9
9. CONCLUSION& 73-74
RECOMMENDATIONS

10 APPENDIX 76-78
11 BIBLIOGRAPHY 79

6
 LIST OF TABLES

TABLE CUSTOMER’S SATISFACTION FOR AGR 56

6.1
AUTOMOBILES

TABLE WHICH VERSION OF THE MODELS ARE MOSTLY 57

6.2
DEMANDED BY THE CUSTOMER’S
TABLE FEATURES OF MARUTI SUZUKI 59
6.3

TABLE WHAT IS THE PERFORMANCE OF THE CAR 60

6.4

TABLE AFTER SERVICING VEHICLE DELIVERED AT THE 61

6.5 PROMISED TIME?

TABLE WHAT RANK YOU WILL GIVE TO MARUTI 63

6.6 COMPANY AS FOR THE SATISFACTION LEVEL?

TABLE WHAT TYPE OF REPOT SHARED BETWEEN 64

6.7
CUSTOMER AND DEALER?

TABLE ABOUT COMPANY AFTER SALES SERVICE 65

6.8

7
 LIST OF FIGURES

FIGURENO. CUSTOMER’S SATISFACTION FOR AGR 56

6.1
AUTOMOBILES

FIGURENO.6.2 WHICH VERSION OF THE MODELS ARE MOSTLY 58

DEMANDED BY THE CUSTOMER’S

FIGURE NO. FEATURES OF MARUTI SUZUKI 59

6.3

FIGURE NO. WHAT IS THE PERFORMANCE OF THE CAR 60

6.4

FIGURE NO. AFTER SERVICING VEHICLE DELIVERED AT THE 62

6.5 PROMISED TIME?
FIGURE NO. WHAT RANK YOU WILL GIVE TO MARUTI 63
6.6 COMPANY AS FOR THE SATISFACTION LEVEL?

FIGURE NO. WHAT TYPE OF REPOT SHARED BETWEEN 64

6.7
CUSTOMER AND DEALER?

FIGURE NO. ABOUT COMPANY AFTER SALES SERVICE 66

6.8

8
CHAPTER -1

Rationale for the Study

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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 8 weeks, the project title “Study of the Customer
Relationship Management for AGR automobiles Hyderabad” was
decided. Primarily, the researcher was given some random idea about
this project at AGR automobiles. 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.

10
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 Udyog 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 apanese 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 . 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 favourites, 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.

11
CHAPTER -2

Objective of the Study

12
 Project Title:

“Studying of the Customer Relationship

Management In Maruti Suzuki India
Limited”

13
 Objective of Study:

Primary objective:

To study the customer awareness about Maruti Suzuki, & AGR

Automobiles.

To enhance the sale of Maruti Suzuki in the showroom.

To know the reason for the loss of inventory.

Secondary objectives

To analyze the customer buying behavior.

To find out the satisfaction level of the customers at AGR

automobiles showroom.

To study the effect of event and promotion.

To make various suggestion on the improvement of the AGR

automobiles.

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 Scopes of Study:

Study is restricted to various parts of Hyderabad which include:

Mahmoorganj, Sigra.

The scope of the study is restricted to Customer Relationship

Management only

Time frame-there is limited time of two months June to August

2009

15
CHAPTER -3

Profile of the Company

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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

17
an annual capacity of 100,000 engines and transmissions. Manesar and
Gurgaon facilities have a combined capability to produce over 700,000
units annually. 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 wear a Maruti Suzuki badge. We are a

18
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. Other models

19
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

20
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 your 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.

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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.

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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.
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Diesel Engine Plant- Suzuki Powertrain India Limited

Suzuki Powertrain 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 Powertrain 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 300,000 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

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 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 3 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

from

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.

25
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 re-entry 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
26
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.

27
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 Nakanishi Mr. Manvinder Singh Banga

Chairman Managing Director and CEO Director

28
Mr. Amal Ganguli Mr. D. S. Brar Mr. Keiichi Asai

Director Director Director

Mr. Osamu Suzuki Mr. Shuji Oishi Ms. Pallavi Shroff

Director Director Director

Mr. Kenichi Ayukawa Mr. Tsuneo Ohashi

Director 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

29
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 14 models of cars such as:

Maruti 800 launched – 1983

Maruti Omni launched -1984

Maruti Gypsy launched -1985

Maruti Zen launched -1990

30
 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

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

expectations.

Key success factor

(1)The Quality Advantage

31
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

32
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.

33
CHAPTER -4

REVIEW OF
LITERATURE

34
C.R.M

Customer relationship management (CRM) 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

35
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, profitability).

Proponents of CRM software claim that it doesn't only allow more

effective ways of managing customer relationships, but also more
36
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
37
 • 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, addon-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

38
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

39
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).

40
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.

41
Because of the company-wide size and scope of many CRM
implementations, significant pre-planning 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.
42
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.P 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

43
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?

44
CHAPTER -5

RESEARCH
METHODOLOGY

45
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.”

46
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 from of data
collection

To organize & collect

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 are:

47
 To study the awareness of Maruti Suzuki & AGR automobiles in
Hyderabad.

To find out the level of customer satisfaction with the offers,

discount and services offered by Maruti Suzuki & AGR
automobiles.

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.

48
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

49
 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
50
 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

51
“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:-

52
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 these are :-

They are –

Exploratory Research
Descriptive Research
Casual Research

53
“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,

54
CHAPTER-6

DATA ANALYSIS &

INTERPRETATION

55
 Customer’s Satisfaction for AGR Automobiles

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

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
56
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%

DISEL 112.5 45%

LPG 47.5 19%

57
 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.

58
 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.

59
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

60
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

Customers opinion Value Percentage of Responded

Yes 200 80%

NO 50 20%

61
 Figure No.6.5

Data Analysis

There is 80% customers response is that they get their vehicle at

promisied time and 20% customers who responded that they never get
their vehicle at promisied 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.

62
 What rank you will give to Maruti company as for the satisfaction
level?

TABLE No.6.6

Rank for the Value Percentage of

satisfaction level Responded

1 82 33%

2 67.5 27%

3 50 20%

4 32.5 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.

63
Data Interpretation

By the analysis this is found that there is huge customers of Mruti

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 Responded

Excellent 62.5 25%

Very good 125 50%

Good 50 20%

Poor 12.5 5%

Figure No.6.7

64
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 Responded

Excellent 62.5 25%

Very Good 125 50%

Good 37.5 15%

Poor 25 10%

Figure No.6.8

65
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.

66
CHAPTER-7

FINDINGS

67
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.

68
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.

69
CHAPTER-8

LIMITATION

70
Limitation

It was assumed that the information given by the respondents

is authentic and best of their knowledge.

Some of the view 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.

71
CHAPTER-9

Conclusion & Recommendation

72
Conclusion of the Study

The research work was successfully identifying by the studying the

relationship management of Maruti Suzuki in AGR Automobiles in
Hyderabad. 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 MSL 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 AGR Automobiles has created its image
in a very short period in Hyderabad. AGR 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 AGR automobiles.
This satisfaction can be concluded by the response of customer in the
questionnaires. Day by day Maruti Suzuki is improving his reputation to

73
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.

74
Appendix

75
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

76
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?

77
Ans-
……………………………………………………………………………
……………………………………………………………………………
……………………………………………………
……………………………………………….

Name:-

Occupation:-

Contact No:-

Address:-

78
BIBLIOGRAPHY

79
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

1. Website of www. marutisuzuki.com

2. Website of www.google.com

80