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1. A
PROJECT REPORT
ON
ANALYSIS OF CUSTOMER RELATIONSHIP
MANAGEMENT
FOR
SUBMITTED BY
KIRAN G. HEKARE
(BATCH 2006-07)
UNDER THE GUIDANCE OF
MR. MAHESH GADEKAR
SUBMITTED TO
UNIVERSITY OF PUNE
IN PARTIAL FULFILMENT OF TWO YEARS FULL TIME
COURSE
MASTERS IN BUSINESS ADMINISTRATION (MBA)
Through
VISHWKARMA INSTITUTE OF MANAGEMENT
PUNE-48

2. ACKNOWLEDGEMENT
I wish to express my sincere thanks and gratitude to Mr.
Niraj Sharma, (Business Development Officer, Nashik) and Mr.
Avinash Birari, (Retail outlet Manager) Nashik. For giving me an
opportunity to do my summer training in their esteemed
organization, SUBHIKSHA TRADING SERVICES LTD.
I also thank every single individual in the team who has
helped me in doing this project.
This project could not have been complete without the
guidance of our Director, Dr. Mr. Sharad Joshi and my project
guide, Prof. Mr. Mahesh Gadekar.
Once again I express my gratitude to everybody from
Subhiksha for their continuous support towards my research efforts
and for their kind co-operation.

3. TO WHOM SO EVER IT MAY CONCERN
This is to certify that Mr. Kiran G. Hekare is a bonafide student of our institute. He has
successfully carried out his summer project “Customer Relationship Management”
titled at Subhiksha Trading Services Ltd. This is the original study of Mr. Kiran G.
Hekare and important sources of data used by him have been acknowledged in his report .
The report is submitted in partial fulfillment of two years full time course of Masters in
Business Administration 2006-2008 as per rules.
___________________ ________________________
Prof. Mr.Mahesh Gadekar Dr. Sharad L. Joshi
(Project Guide) (Director)
Vishwakarma Institute of Management

4. Sr.
No.
Topic Page No.
1 Executive Summery 1-4
2 Introduction 5-9
3 Company profile 10-20
4 Objective of Project 21-21
5 About CRM 22-38
6 Research Methodology 39-42
7 Data Collection 43-49
8 Data Analysis & Interpretation 50-57
9 Findings 58-59
10 Conclusion 60-60
11 Limitations 61-61
12 Bibliography 62-62

6. EXECUTIVE SUMMERY
I have carried out my project titled CUSTOMER RELATIONSHIP MANAGEMENT in
Subhiksha Supermarket which is located in Nashik at Trimurti Chouk, The reason behind
choosing this Company is nothing but Subhiksha Supermarket is one of the largest retail
chain in India SUBHIKSHA is the Brand Name and having a very fast growth with
innovative programs. There are lot of Developments and Innovations which I could learn
through the project.
I have chosen this Topic CUSTOMER RELATIONSHIP
MANAGEMENT as today the Scenario has been changed and the Customer is the king
in the Market. So Customer Retention has become far more important than Attracting
new Customers. Today in any of the Sector the Customer Service is the important factor
on which the Customer Relationship Management depends. In CRM various promotion
programs are carried out for the sake of attracting more and more Customers and killing
the Competitors.
I have carried out this Project through handling the task which
involved the CRM and LOYALTY Programs directly interacting with the Customers,
Offering better Service and handling their Complaints and retaining the customers
lifetime value.

7. Company profile
In the company profile, the history and current scenario of Subhiksha Supermarket has
been described. I have mention about founder, company’s outlets, what are the future plans
of Subhiksha, their profit margins, organizational hierarchy, performance drivers of
Subhiksha, SWOT analysis, and about competitors.
About CRM
Customer Relationship Management is the process of building long term, rusting, win-
win relationships with customers, distributors, dealers and suppliers. Overtime,
relationship marketing promises and delivers high quality, efficient service and fair prices
to the other party. The basic purpose of an organization is to create customers and retain
them.
Definition:
“CRM is a strategic approach that combines the business process, technology, and
information across an enterprise to attract & profitable customers.”
1. CRM is a business strategy
2. CRM is about relationship
3. CRM deals with long-term relationship
4. CRM utilized every aspect of an organization
5. CRM is the two way process:

8. OBJECTIVE OF THE PROJECT
• To increase the awareness among the customers
• To study the customer loyalty program.
• To study the customer retention process and its efficiency.
• To study customer behavior when special offers are provided.
• To study the customer satisfaction level of Subhiksha.
Findings
• Maximum population of the territory were loyal to Kirana store who were
catering them service from years. They were many of them were having the
credit account in the stores & were habitat to the particular.
• There is almost 50% retention of customers visited the store before as per the
analysis.
• Discount giver retail shops are the major competitors of Subhiksha.
• Most customers compared subhiksha with Big bazaar and secondly with Vishal
mega mart.
• Satisfaction level of existing customers is satisfactory, however for the future
prospects more changes and efforts have to be taken.

9. Conclusion
As Subhiksha is newly started its operations in CIDCO, it has to settle down it’s whole
process quickly. The flour space is less but it has good business out of that. Major
problem is of non availability of the product whose demand is more and it contribute
maximum amount in the bill customer get shifted to Kiraa stores where they can get all
their goods under single roof, and CRM program might seems to be fail. Proper training
should be given to the sales assistants, outbound persons, and to delivery persons so they
can communicate as per company’s policies so the CRM program will implement as per
decided. Special offers should be inform to the customers on right so they can take its
maximum benefits, and thus customers get satisfied, they will turn out loyal to the
organization, and organization get it’s sale.

10. INTRODUCTION
Retailing today occupies a key role in the world economy. This is evidenced by the fact
that the largest firm is not a manufacturing; rather it is a retail firm.
i.e. wal-mart, reliance fresh, Subhiksha etc. today the retail industry is estimated $6.6
trillion. In India too, we have been witnessing a retailing revolution since 1991, when the
first organized and contemporary retail store chain Shopper’s Stop was opened in
Mumbai. Today India has 12 million retail outlets but organized retailing account for
only 2% of the business. As opposed to this china account for 20%, Thailand 40% and
Malaysia 55% of organized retailing. However, organized retailing is poised for major
growth in the country.
Retailing today is a fun-filled experience for the entire family. No more now the
dust and heat in which Indian consumer shop. Though the conventional kirana stores,
roadside mini department store at the panwala shop, the roadside eatery, or the
conventional teller in the bank continue to exist, increasingly the Indian market space is
being occupied by shopping mall, chain stores, department stores, shopping centers.
Faced with competition from modern retail outlet, the conventional kirana store or
retailer has also change colors. Today, these store no more look warehouses. They
organize their merchandise, display new product, run location promotions, offer loyalty
bonus to frequent shoppers, even take orders on phone and deliver at the customer’s
home at no additional cost. They have also adopted new technologies. Some of them use

11. bar codes, accept credit card or debit card for payment, and maintain computerized stock
registers which help
them monitor product category and brand movement. The change is not just restricted to
metros. It has affected the lives of shoppers in smaller towns. Organize retail has today
entered rural India also. Thus, retailing is today heading for boom.
OPPORTUNITY INDIAN RETAIL
• India tops the annual list of most attractive countries for international retail
expansion, according to AT Kearney’s Global Retail Development index 2006
• The $270-billion Indian retail market is growing at the rate of 12 per cent and the
organized segment grow nearly 48 per sent in 2006 at prevailing price
• Projected growth rate for the organised segment is about 40 per cent for the year
2007 and with major global players and Indian corporate house entering the fray,
this growth is likely to touch 45 per cent annum over next three years.
• 0 At 2003-04 constant prices, the size of the organized retail market is expected to
be in excess of Rs.200,000 crore ($45 billion) by year which will make it’s
contribution to total retail sales about 15 per cent. Currently, only 4.6 per cent of
the market is organized
• For organized players, the gaps of unused opportunities are glaring. The table
below illustrates this point:

12. Comparison of Organized and Unorganized Retail Market
28,000
930,000
35,000
980,500
47,500
1,036,000
66,500
1,098,000
96,500
1,164,000
140,000
1,234,000
203,000
1,380,000
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
2004 2005 2006 2007 2008 2009 2010
organised
indianretail

13. Category wise Growth of Organized Retail Segment

14. Retail segment %
Organized
2004
%
Organized
2005
%
Organized
2006
Clothing Textiles &
Fashion accessories
13.6% 15.8% 18.9%
Jewellery 2.0% 2.3% 2.8%
Watches 39.6% 43.5% 45.6%
Footwear 25.0% 30.3% 37.8%
Health & Beauty Care
Services
6.0% 7.6% 10.6%
Pharmaceutical 1.8% 2.2% 2.6%
Consumer durable,
home appliances
7.8% 8.8% 10.4%
Mobile handsets
Accessories & Services
6.5% 7.0% 8.0%
Furnishings- home &
office
6.7% 7.6% 9.1%
Food and Grocery 0.5% 0.6% 0.8%
Catering services 5.7% 5.8% 6.9%
Books, gift and music 9.8% 11.7% 12.6%
Entertainment 2.6% 3.3% 4.1%
Total 3.0% 3.6% 4.6%

15. • Food and grocery retail is by far the single largest block, estimated to be worth
Rs. 743.900 crore ($168 billion) at the moment, more than 99 per cent of this
segment is claimed by kirana stores
• According to recent studies conducted by National Council of Economics
Research (NCAER), rural India is home to720 million consumer spread across
627,000 villages

16. COMPANY PROFILE
WELCOME
TO
SUBHIKSHA TRADING SERVICES LTD.
An Indian retail chain is made up of more than 650 outlets in 30 cities selling
groceries, fruits, vegetables and medicines. It is started and managed by
R Subramanian, it’s an IIM-A alumni
The name "Subhiksha" means prosperity in Sanskrit. It opened its first store in
Thiruvanmiyoor in Chennai in March, 1997 with an investment of around Rs5lakhs. The
retailer has seen a considerable growth by offering goods at cheaper rates and thus by
increasing its customer base. It is also dubbed as India's largest retail chain.

17. Subhiksha, the Chennai based, 400 stores strong, India’s biggest grocery and pharmacy
discount retail chain, is growing at a scorching pace and is bracing up to take its tally of
retail stores to 750, by March 2007. During the current financial year it is also confident
of doubling its 2005-06 turnover of Rs.335crore.
The fast growth of Subhiksha is an outcome of Rs.300crores it raised earlier to fund its
network expansion. While, Rs.80crore came in the form of equity, Rs100crore were
raised as working capital and Rs70crore as long-term debt. ICICI Ventures holds 24% in
the company
Profit margins
Subhiksha, which began selling mobile phones from Delhi, about a month ago, is betting
big on this product portfolio and may, in the coming months, even consider creating a
separate dedicated chain for the same, according to an Economic Times report .
With the economies of scale already in place, Subhiksha, which presently has a portfolio
of private labels for staple products, is actively creating a portfolio of private labels for a
rage of other products including baby foods, edible oils, etc. This will help Subhiksha
raise its profit margins
Future plan

18. The company proposes to open stores in Maharashtra, Gujarat, Andhra Pradesh and
Karnataka. In the National Capital Region, the company will open 145 stores of which
120 will be operational in the next eight weeks.
For the Delhi market, the company has earmarked an investment of Rs.100crore over the
next two years.
Subhiksha had already tied up the fund for expansion through equity and debt.
At present, ICICI Venture is the only venture fund that has invested in the company.
"Between 2000 and 2005 ICICI Venture has invested Rs.50Crore for a 24 per cent stake,"
Mr. Subramanian said.
About the future plans, he said the company would come out with an initial public offer
when it had achieved a size of around 1,000 stores. The company has been making profit
for the last eight years, and its revenues have grown 25 per cent in the last two years.
The company earned revenue of Rs.330crore with a profit of Rs.10crore last year. Every
store on an average had a billing of Rs.3.50crore. The expansion would add around Rs.
1,575crore to the top line, he said.

19. COMPANY LOGO

20. COMPANY SLOGAN
Pay less……Always
COMPANY PHOTO

21. Organizational Hierarchy

22. DRIVERS OF PERFORMANCE FOR SUBHIKSHA
MDMD
Vice
president
Commercial
Vice
president
Commercial
L.P.
MANAGER
L.P.
MANAGER
ACCOUNT
MANAGER
ACCOUNT
MANAGER
PURCHASE
MANAGER
PURCHASE
MANAGER
BACKEND
MANAGER
BACKEND
MANAGER
Vice
president
(Operation)
Vice
president
(Operation)
ROMROM
B.AB.A
B.D.MB.D.M
L.P
HEAD
L.P
HEAD
L.P
EXECUTIVE
L.P
EXECUTIVE
TRAINER
EXECATIVE
TRAINER
EXECATIVE
L.P
SUPERVISER
L.P
SUPERVISER
ASSISTANT
MANAGER
ASSISTANT
MANAGER
W.EW.E
SUPERVISERSUPERVISER
PresidentPresident
AROMAROM
CASHIERCASHIER

23. EFFICIENCY:-
Knowledgeable Sales force that is customer focused is an important Dimension of
efficiency. Information Technology system infrastructure needs to help operations run
efficiently and effectively. Centralized delivery, which would entail large products are
stored at large warehouses (which enables the company to save on storage costs and more
room for carryout items) adds to the efficiency.
QUALITY:-
It is essential to carry prestigious Brands that are well known for having Superior quality.
High mark-ups add to higher revenues resulting in higher profits. Quality of Service
needs to be enforced with measures such as the sales force and is required to take weekly
quizzes to make sure the employees understand their products inside and out.
CUSTOMER RELATIONSHIP MANAGEMENT:-
The Company helps customers while making the purchase and also after the purchase
when a problem or question arises. They are not just nice to you when you are making the
purchase and forget about you when you leave. It is with you all the way.
STOCK AVAILABILITY:-

24. When you come into the store and an item is not in stock, the retailer can ship the item
the next day from the warehouse or from another store. The stock should be available as
per the Demand.
CUSTOMER RESPONSIVENESS:-
Customer problems can be taken care of either at a store by a sales representative or at
home with a toll-free number or online support. On-site service, no matter where you
live, needs to be available for bigger products.
PLANS OF KEY PLAYERS IN INDIA
Pantaloon Retail
Expansion into all possible formats of retail across categories and segment.
Approximately 30 million sq. ft by FY10. turnover expected to touch Rs.30,000cr ( $
6.67 billion) by FY10-11.
Reliance Retail

25. About Rs.30000cr ($6.67 billion) investment to set up multiple retail formats with
expected sales of Rs.90000 cr. $20 billion) plus by 2009-10
RPG
``Planning IPO, 450-plus Music world store and 50-plus Spencer’s Hapers covering 4
million sq.ft. area by 2010
Lifestyle
Rs.450cr investment in next five years to expand on max Hypermarkets and value retail
stores, home and Lifestyle Centers.
Pyramid Retail
1.75 million sq .ft of retail space and 150 stores in next five years.
Vishal Group
Plans include an IPO and investment close to Rs.1,250cr ($278 million) by 2010,
targeting 220 outlets, taking its cumulative retail space to five million sq. ft. and sales
turnover to Rs.5,000cr
Bharti Retail
With back-end tie-up with Wal-mart, Bharti is pumping in Rs.31,500cr in creating a
nationwide retail network, including 100 hyper malls and several hundred small
supermarkets.
SWOT ANALYSIS OF SUBHIKSHA SUPEMARKET.

26. The over all evaluation of Shubiksha trading co.’s strength, weakness, opportunity &
threats is called as SWOT analysis here. It is the through study of strength as well as
weakness of the companies.
STRENGTH:
• Maximum no. of outlet in city.
• Distributing cost is divided.
• Strong customer relationship.
• Having facility of home delivery.
• Only super market with pharmaceuticals.
WEAKNESS:
• Less amount of space available.
• Stock availability is less in some cases.
• Some brands are demanded frequently but not available.
OPPORTUNITY:

27. • Local promotions expect publishing in newspaper.
• Attracting customer by keeping stock available.
• Keep brand awareness and make them available.
THREATS
• Local shopkeeper.
• Local vegetable & fruit vendor.
• Malls
• Other supermarket like Reliance Fresh and MORE.
OBJECTIVE OF THE PROJECT

28. To study of customer relation management for Subhiksha trading
services
• To increase the awareness among the customers
• To study the customer loyalty program.
• To study the customer retention process and its efficiency.
• To study customer behavior when special offers are provided.
• To study the customer satisfaction level of Subhiksha.

29. ABOUT CRM
Definition:
“CRM is a strategic approach that combines the business process, technology, and
information across an enterprise to attract & profitable customers.”
Meaning:
1) CRM is a business strategy: CRM is primarily meant for business. It is a
strategy used by companies a specific objective of objective.
2) CRM is about relationship: CRM deals with the relationship between an
organization & its customers. Its deals with establishment, development,
maintenance & optimization of long-term mutually valuable relationships
between consumer & organization.
3) CRM deals with long-term relationship: CRM is not about one time interaction.
It is a conscious process to retain customers for as long as possible.

30. 4) CRM utilized every aspect of an organization: since the customer is placed at
the heart of the organization, every process that touches the customer of the
organization is geared towards the customer thus, marketing, sales, customer
service & field support are all redesigned, if necessary, to satisfy the customers
need & desires.
5) CRM is the two way process: CRM is not only about communicating to the
customer. It is communicating with the customer. Thus implies an listen to the
customer & satisfy the need he communicates to the organization.

31. CUSTOMER RELATIONSHIP MANAGEMENT
Customer Relationship Management is the process of building long term, rusting, win-
win relationships with customers, distributors, dealers and suppliers. Overtime,
relationship marketing promises and delivers high quality, efficient service and fair prices
to the other party. The basic purpose of an organization is to create customers and retain
them.
CRM is a Business Strategy to acquire and retain the most valuable customer
relationship. It is estimated that the cost of acquiring a new customer is four times the
cost of retaining the existing one. The core concept behind Marketing is the role of
exchange. Exchange can take place between buyer and seller and is also not limited to
money. It is just like as social interaction, which gives Birth to the concept of
relationship. Relationship between two parties continues as long as parties get benefits.

32. BENEFITS OF CRM
• CRM helps in improving customer retention and loyalty. The customer will spend
longer periods at the retail outlet and buy more products which can result in long
term value.
• CRM will help in generating high customer profitability through a steady flow of
customer purchases from the same retail outlet.
• CRM can result in reduced cost of sales, as existing customers will be more
responsive and active.
Purposes of customer Relationship management
CRM, in its broadest sense, means managing all interaction and business with
customer. This includes, but is not limited to, improving customer service. A good
CRM program will allow a business to acquire customer, service the customer,
increase the value of the customer to the company, retain good customer and
determine which customer can be retained or given a higher level of service. A good
CRM program can improve customer service by facilitating communication in several
ways:

33. • Identify how each individual customer defines quality, and then design a
service strategy for each customer based on these individual requirements
and expectations.
• Provide a fast mechanism for managing and scheduling follow-up sales call
to assess post-purchase cognitive dissonance, repurchase probabilities,
repurchase times, and repurchase times, and repurchase frequencies.
• Provide a user-friendly mechanism for registering customer complaints.
• Provide a fast mechanism for correcting service deficiencies (correct the
problem before other customer experience the same dissatisfaction)

34. The CRM process Cycle
Development of
organizational
structures
People
development
Creation and
magt. Of data
mining and
warehousing
Investment in
technology

35. CRM PROCESS
CRM is a process whose objective is to enhance customer loyalty. This process
consists of the following:
1) Creation and management of data mining and warehousing.
2) Development of organizational structures.
3) Investment in technology.
4) People development.

36. 1) DATA MINING AND WAREHOUSING
The growing significance of data mining and warehousing in customer satisfaction
and business development has been touched upon in the chapter on Marketing
Research. In order to be effective, data mining has to be more intelligent and offer
information on the customer in real time. This data mining should help to disseminate
information on customer to everybody in the organization, which in turn should
facilitate each person’s functioning and also make him or her customer-responsive.
Companies have used data mining to support their sales and service staff, in
particular. They have also supported their sales and service staff with advanced
technology which has helped them use the data for the purpose of developing a
customized offer. The additional benefits of customer data warehousing (CDW) in
CRM processes are shown below:

37. DATA WAREHOUSING
Data Warehouse
Customization of
marketing mix
Magt. Of
Intermediaries
Relationship
management
Customized
ServiceSales force
productivity
Targeted
promotions
Product
planning

38. Benefits of data warehousing in CRM
While developing the data warehouse, a company needs to consider the costs that are
going to be involved in it. Generally these costs are:
(a) Initial Investment Costs: - this will include both hardware and software as well
as resources (internal and external) to built the database.
(b) Running or Operational costs: - the CDW must be constantly updated with
current information and practices. Without it, the investment will be outdated and
ineffective.
(c) Enhancement Costs: - a CDW contain more than mane and addresses. It must
contain demographic, purchase habits, and performance. There is cost to obtain
and populate the database with this information.
(d) Work Force Costs: - staffing costs are involved in maintaining the CDW,
including users in the marketing, IT, and sales departments.
These costs must be estimated at the start of the CRM process.
Cost analysis could possibly lead the company to ask some fundamental questions on
whether it needs to create its own database or buy from other sources or outsource it.

39. 2) ORGANISATIONAL STRUCTURE
One of the key issues in organization structuring is the development of inter-functional
processes which would ensure that customer-related problems are resolved by all the
departments that have a role in it. Invariably, all departmental heads should be involved
in the CRM process. We must also remember that the success of the process depends on
the active involvement of all managers and employees. Each one of them should respect
the interface of their functions with that of others and be able to use the data
appropriately.
Some of the other issues in the organizational structure will relate to developing
strategic alliance with other companies or intermediaries. Call centers are one example of
a customer service center. Today, companies in the US, like General Motors, GE, airline
companies all over the world. And even telecom companies have entered into strategic
alliance with call centers that have been set in India and other part of the world. Another
very commonly used structure is the direct sales agent or independent marketing groups
which are more concentrated in the financial services segment and cellular phone
industry. The firm needs to look at the issue of motivation and creating a commitment
among these alliance partners, which will help them to deliver the same level of service
that it would have given had it delivered it on its own.

40. 3) TECHNOLOGY
One of the key inputs in CRM is the use of technology for data mining and also for
responding to the customer in real time. Some commonly used technological tools are the
telephone, the internet, computer, fax and electronic data interchange. Stanley Brown has
mentioned that there are three Ws of technology which seek to address the issues of the
integration of organizational process, technology, and the corporate. Integration of web,
workflow management, and data warehousing have lead to the creation of electronic
customer relationship management (ECRM)—the process by which companies can
understand customers in seamless manner. Smart cards are an example of the customer
sharing his data with the organization.
Each of these technologies performs a distinct role. Together they contribute to
the system working in an efficient manner. The web has been compared to the eyes, ears,
and mouth of the CRM process as it collects and presents the information to the user. The
data warehouse servers are like a brain and central nervous system. Its principal task is to
assimilate the information passed to it by the web and then to formulate the response
based on current external and historical information. Workflow management systems
automate the procedure by which documents, information, and all relevant tasks are
distributed among participants. It follows the normal rule of the division of labour and
sequencing of activities. This provides a strong framework for developing customer
centric business processes like order cycle management and customer services. The
seamless flow of work allows employees in the organization to route customers’
communications through a virtual folder that combines documents, voice messages, e-
mails, faxes, and so forth, to be delivered to the nearest customer service points at the

41. right time to ensure a single point resolution of any customer complaint or enquiry.
Another common technological tool used is voice mail. Combine with call center and
third party services provider, it could help the organization deliver the same level of
service to different segments of customers irrespective if their size and volume of
business. These technological tools could also help the organization decide on which
customer to cross sell or up sell.
An organizational process being used extensively is supply chain management.
Today SCM is increasingly becoming IT enabled. SCM, ERP, and CRM packages are
today being marketed by ERP vendors. One software which is being used extensively for
CRM is provided by SIEBAL which has vertical specific functions. This software could
be integrated in most back
office solutions like SAP and Oracle. SIEBAL today has solution for automotives,
communications, consumer goods, apparel and footwear, health care, finance,
technology, and energy sectors.

42. 4) PEOPLE DEVELOPMENT
Even though technology today is extensively being used for the purpose of strengthening
the linkage of the organization with the customer, one must not forget that behind all
these technologies is the human being. Unless the human being have been empowered,
have the knowledge, and the right skills as well as a customer friendly attitude, the CRM
process will just not work. In fact, it is one area where companies are realizing
increasingly that they need to have the type of people who have the necessary perspective
and understanding of their function, product, organization, and a desire to be customer
responsive.

43. CRM AND RETAIL INDUSTRY
Retail industry has been growing multifold in India .the organized retail industry will be
the center of gravity for the leading industrial group in the period to come. However the
success of any retail industry depends very greatly on how their CRM is. In fact acquiring
a new customer cost about ten times more than retaining an old customer, thus creating a
need for better CRM in retail store.
• Retail stores use people to implement their technology, strategy, and processes.
• In fact all the employees are CR managers not just sales, services and marketing
people.
• Information system/CRM packages play a very vital to improve the CRM process.
• CRM is devising new business models using technology and human skills.
• Guiding business principles need to be reiterated in every business transaction to
get success.
• Dealing with the market transformation and changing business modes,
understanding customer value system, etc. are the key for CRM in retail.

44. CURRENT SCENARIO AND CHALLENGES
• People recognize the importance of CRM and started working in this direction.
• Investing in people and technology may be costly affair.
• It needs implementation of planned change.
• Developing the right attitude of employees may be difficult, but it is possible.
• Continuous up gradation of skills of employees in the light of employee turnover
may really be a challenging task.
• Creating acceptance for the new customer-centric business paradigm.
• Better compensation packages, change of behavior may be difficult for
implementation of CRM.
• Right executive leadership is a very difficult task.

45. GUIDELINES FOR SUCCESFUL IMPLEMENTATION OF
CRM IN RETAIL INDUSTRY
• Understand the economic worth of a customer if he/she becomes loyal to a
particular store.
• Perform cost-benefit analysis.
• Determine the functions to automate based on company specific needs.
• Automate only what needs to be automated.
• Decide what kind of CRM is to be implemented.
• Plan before implementing CRM software.
• Employ technology smartly.
• Administrate the system and impart an intensive training program to the
employees involve in this whole process.

46. RESEARCH METHODOLOGY
Meaning of research
Research in common parlance refers to a search for knowledge. One can also
define research as a scientific and systematic search for pertinent information on a
specific topic. In fact, research is an art of scientific investigation. The advanced learner s
dictionary of current English lays down the meaning of research as a careful investigation
or inquiry especially through search for new facts in any branch of knowledge.
Objective
The purpose of research is to discover answers to questions through the application of
scientific procedures. Though each research study has its own scientific purpose, we may
think of research objectives as falling into a number of following groups:
• To gain familiarity with a phenomenon or to achieve new insights.
• To portray accurately the characteristics of a particular individual, situation or a
group.
• To determine the frequency with which something occurs or with which it is
associated with something else.

47. • To test a hypothesis of a casual relationship between variables.
Research Methodology
Research methodology is a way to systematically solve a research problem. It
may be understood as a science of studying how research is done scientifically. In it we
study various steps that are generally adopted by a researcher in studying his research
problem along with logic behind them.
Research process
Before embarking on the details of research methodology and techniques, it seems
appropriate to present a brief overview of the research process. Research process consists
of series of actions or steps necessary to effectively carry out research and the desired
sequencing of these steps.
• Formulating the research problem
• Extensive literature survey
• Development of working hypothesis
• Preparing the research design
• Determining the research design
Deliberate sampling
Simple random sampling

48. Systematic sampling
Stratified sampling
• Collecting the data
By observation
Through personal interview
Through telephone interviews
By questionnaires
• Execution of the project
• Analysis of data
• Hypothesis-testing
• Generalization and interpretation
• Preparation of the report
Types of research
1. Descriptive research
2. Analytical research
3. Applied research
4. Fundamental research
5. Quantitative research
6. Qualitative research
7. Conceptual research

49. 8. Empirical research
The above mentioned are the various types of research which a researcher can apply in
order to achieve one’s desired objective. Therefore to achieve the objectives of my
research I have used descriptive research
Sampling plan for the project
Geographical/sample area: Nashik
Sampling unit: Subhiksha shop
Sample size: 500 questionnaires

50. DATA COLLECTION
The project was to check feasibility of the services offered by Subhiksha using primary
data. The primary data was obtained through observation, direct communication with the
people and filling up of questionnaires, also enormous help was obtained from Subhiksha
branch members, crew, staff and colleagues working there.
Special offer for Loyalty card (SUBHIKSHAM) holders
A)
1) On the purchasing of Rs.333 Get Fruits of Rs.30 free.
2) On the purchasing of Rs.666 Get “Spring Tea” of Rs.55 free.
3) On the purchasing of Rs.999 Get 1 kg “PICRIC BASMATI RICE” of
Rs.85 free
B)
1) On the purchasing of Rs.555 Get “2 Maggi Nuddles Packets” free.
2) On the purchasing of Rs.1100 Get “2 Picric Dish Soap” free.
3) On the purchasing of Rs.1500 Get 2 kg “PICRIC BASMATI RICE”
free.
C) Combo offer.
Buy

51. 10 kg Ashirwad Ata + 2 kg Sugar + 1 kg any Pulse
FOR Rs.220 only
CUSTOMER ANALYSIS
Date:- 1/6/2007 to 7/6/2007
SNO PARTICULARS
SUBHIKSHAM
HOLDERS
NON
SUBHIKSHAM
HOLDERS
TOTAL
1 Total (in Nos) 1,821
2 Visited (in Nos) 297
3 Visited (in %) 16.31
4
Not Visited (in
Nos)
1,524
5
Not Visited (in
%)
83.69
6
Total Bills (in
Nos)
559 1,652 2,211
7
Total Bills
Amount
211,809.10 128,276.28 340,085.38
8 Average Bills 378.91 77.65 153.82

52. Date:- 8/6/2007 to 14/6/2007
SNO
PARTICULAR
S
SUBHIKSHA
M HOLDERS
NON
SUBHIKSHA
M HOLDERS
TOTAL
1 Total (in Nos) 1,821
2 Visited (in Nos) 284
3 Visited (in %) 15.60
4
Not Visited (in
Nos)
1,537
5
Not Visited (in
%)
84.40
6
Total Bills (in
Nos)
514 1,614 2,128
7
Total Bills
Amount
166,868.15 114,692.62
281,560.7
7
8 Average Bills 324.65 71.06 132.31
Date:- 15/6/2007 to 21/6/2007
SNO
PARTICUL
ARS
SUBHIKSH
AM
HOLDERS
NON
SUBHIKSH
AM
HOLDERS
TOTAL
1 Total (in Nos) 1,821
2
Visited (in
Nos)
127
3 Visited (in %) 6.97
4
Not Visited
(in Nos)
1,694
5
Not Visited
(in %)
93.03
6 Total Bills (in 219 728 947

53. Nos)
7
Total Bills
Amount
64,220.30 44,882.24
109,102.
54
8 Average Bills 293.24 61.65 115.21
share of loyalty card holder in total no
of bills
SUBHIKSH
AM
HOLDERS
23%
NON
SUBHIKSH
AM
HOLDERS
77%
SUBHIKSHAM
HOLDERS
NON
SUBHIKSHAM
HOLDERS

54. Average amount of bill
SUBHIKSH
AM
HOLDERS
83%
NON
SUBHIKSH
AM
HOLDERS
17%
SUBHIKSHAM
HOLDERS
NON
SUBHIKSHAM
HOLDERS
FRUITS & VEGITABLE ANALYSIS
Date :- 1/6/2007 to 7/6/2007
SNO
PARTICULAR
S
SUBHIKSHA
M
NON-
SUBHIKSHA
M
TOTA
L
1 0 to 100 138 502 640
2 100 to 300 6 40 46
3 300 to 500 1 1 2
4 500 to 1000 0 0 0
Above 1000 0 0 0
145 543 688

55. Basket size of customers
138
6 1 0 0
502
40 1 0 0
0
100
200
300
400
500
6000
to
100100
to
300300
to
500
500
to
1000
Above
1000Rs
Noofcustomers
SUBHIKSHAM
NON-
SUBHIKSHAM
Date :- 8/6/2007 to 14/6/2007
SNO
PARTICULAR
S
SUBHIKSHA
M
NON-
SUBHIKSHA
M
TOTA
L
1 0 to 100 162 419 581
2 100 to 300 3 31 34
3 300 to 500 0 0 0
4 500 to 1000 0 0 0
165 450 615

56. Date :- 15/6/2007 to 21/6/2007
SNO
PARTICULAR
S
SUBHIKSHA
M
NON-
SUBHIKSHA
M
TOTA
L
1 0 to 100 59 233 292
2 100 to 300 2 7 9
3 300 to 500 0 0 0
4 500 to 1000 0 0 0
5 Above 1000 0 0 0
61 240 301
DATA COLLECTION TOOL
The data collection tool that I have used is Questionnaire. I have selected
questionnaire as a data collection tool primarily because of descriptive nature of sampling
& secondly it was the most suitable tool that could help in achieving all the objectives of
the study & to do the analysis deeply and effectively.
1) Primary data is collected by using Questionnaire, and by asking questions to the
customers of subhiksha, staff of Subhiksha.

57. 2) Secondary data is collected from books, Subhiksha web site, Retail Magazines,
and etc.
DATA ANALYSIS
1) Awareness
Pomp let Television News paper Other
59 34 209 176

58. Awareness about Subhiksha
Pamplilet
12% Telivision
7%
News paper
44%
Other
37%
Pamplilet
Telivision
News paper
Other
Newspaper is the most effective medium of advertisement, it contribute 44% of the
customer awareness about Subhiksha super market. Pomp lets are unable to attract
customers attention, television is also effective but it is quite costly for organization so
the adds are less frequently given. Other medium includes mouth publicity, Radio mirchi,
e.t.c. which also contribute to 37%.
2) Retention of Customers.
Once Twice More than Twice
234 148 63

59. Customer Retention
Once
53%Twice
33%
More than two
14%
Once
Twice
More than two
The 33% of customers made 2nd
visit, 14% of customer visited more than twice and 53%
of customers were not turn for 2nd
visit, so efforts have to be done for customers repeat
visit.
3) Price Comparison
Less Comparable High
202 173 96

60. Comparison
43%
37%
20%
less
Comparable
high
Price of subhiksha were mostly compare with local kirana stores, Big-Bazar, and Vishal
mega mrt. Here subhksha found itself on upper hands because 43% of customers found
its prices are less, 20% were think prices are high as there are some local supermarket
stores which have low prices of products but the quality assurance is not there.
4) Goods purchase from Subhiksha
Branded
items
Fruits and
Vegetable
Grocery Medicines Mobile
phone
437 289 142 105 204

61. 0
50
100
150
200
250
300
350
400
450
500
branded
items
fruits and
vegetable
grocery medicines mobail phone
Product
37%
25%
12%
9%
17%
Branded items
Fruits and Vegetable
Grocery
Medicines
Mobilephone
5) Service given at outlets
Good Bad Average
247 83 140

62. Service Offered
Good
52%
bad
18%
Average
30%
Good
bad
Average
52% and 30% of customers feel the service offered at subhiksha is food and average but
so almost 48% of customers are not feel delighted, so efforts should be doe for that as
customer delight is the key thing for Customer Relationship Management.
6) Availability of stock at the time of purchasing
Always sometimes Never
173 280 47

63. 56% of customers not get the products sometimes, the products are of high demand like
Edible oil, Sugar, Groundnut which contribute maximum amount of bill, so the customer
get shifted to local Kirana stores where they get everything under one roof.
7) Attraction point for purchasing at Subhiksha
Product
Quality
Price Discount
Schemes
Customer
Service
Stock availability
35%
56%
9%
A S N

64. 35 117 49 10
Attraction areas for Subhiksha
35
117
49
10
0
20
40
60
80
100
120
140
Product Quality Price Discount
Schemes
Cutomer
Service
Series1
17%
55%
23%
5%
Product Quality
Price
Discount Schemes
Cutomer Service
The customers who attract because of discount schemes are the loyalty card holders, to
whom the special schemes are offered but they are only 23%.
8) Honesty of Punch line

65. Honesty in Punchline
0
50
100
150
200
250
300
350
yes no cant say
yes 289
no 181
cant say 30
yes 289
no 181
cant say 30

66. FINDINGS
From the analysis of the data I collected during the study I present
following Findings:
• Awareness level about subhiksha among the existing customers is high.
• Most customers compared subhiksha with Big bazaar and secondly with Vishal
mega mart.
• Satisfaction level of existing customers is satisfactory, however for the future
prospects more changes and efforts have to be taken.
• Location of subhiksha is good as targeted middle class customer.
• There is almost 50% retention of customers visited the store before as per the
analysis.
• Discount giver retail shops are the major competitors of Subhiksha.
• Maximum population of the territory were loyal to Kirana store who were
catering them service from years. They were many of them were having the
credit account in the stores & were habitat to the particular.
• Awareness about Subhiksha was 94.30% amongst the total sample size.

67. • Local area people were habitat to verify the grocery by looking them by taking
in hand.
• Some of the people were scared about supermarket as well as mall culture.
• Most of people were not aware of scheme provided in Subhiksha.
• Most of the people some times the person knows the older scheme and comes to
the outlet but the scheme they knew happens to be out of the time and replaced by
new one.
• The problem of changes is always an issue.
• People complain about the quality of grocery.
• People complain about the space available in the outlet parking space and
parking problem.
• People complain about the availability of the Branded product.
• People also complain about the price tags which make them confused.

68. CONCLUSION
From the analysis of the data I collected during the study I
present Following
1. Customers face parking problems which should be improved.
2. Customers should not face the problem with non-availability of Brands and Stock
in the store.
3. The service given by the subhiksha members should be improved.
4. More focus should be given on the advertisements of Subhiksha.
5. Hoardings should be put up in the key areas of the city.
6. SMS should be given to the customers about the new offers.
7. More Promotional tools to be made to attract new customers.
8. More customers should be converted into subhiksha loyalty card members; more
stress should be given on retention of customers.

69. 9. Give proper training to delivery-boy so that he can communicate with the
customers in better way.
10. Shop should be clean from dust / waste
LIMITATIONS
The limitations are as follows:-
1) The project has been restricted for only CIDCO area.
2) Some customers refuse to co-operate and do not disclose their
Guanine opinion.
3) Customer information is highly confidential, so organization doesn’t disclose it
properly.
4) The outlet is newly setup so the system and the processes are not at par.
5) Respondent’s answers might have influence or bias.
6) Information is collected from the Subhiksha customers only.
7) Making appointments to the Management personnel is tough job, because they are
very busy.
8) The weather in these months was very bad so customers were avoiding to interact.

70. BIBLIOGRPHY
To obtain more information regarding the present study and to Substantiate it with
theoretical proof, the following references were made:
List of books and other supplementary material referred:
1) Marketing Management- By- Philip Kotler
2) Marketing Management- By- Rajan Saxena
3) Customer Relationship Management
4) Research Methodology: C.R. Kothari
List of websites
1) www.subhiksha.biz
2) www.google.com

71. PROMOTIONAL TOOLS
Internal Structure of Subhiksha Outlet..

72. Subhiksha Loyalty Cards Called “SUBHIKSHAM”

73. Pomp Let of Offer

74. Inaugural Offer From Subhiksha

75. QUESTIONNAIRE

76. NAME:
ADDRESS:
1) Are you aware about Subhiksha Super Market?
Yes No
2) Have you got Subhiksha loyalty card?
Yes No
3) Are you making aware about new schemes on loyalty card.
Always Sometimes
Rarely Never
4) Do you take its benefits?
Yes No
5) If yes, then how many times do you visit Subhiksha Super Market in month?
One Twice More than two time
6) How you look the price of Subhiksha than other shop/moll?
Less Comparable High

77. 7) Which type of goods you like to purchase?
Branded item fruits and vegetable
Grocery Medicines Mobile phones
8) On an average up to what amount you are purchasing every time from Subhiksha?
Up to 100 up to 500
up to 1000 more than 1500
9) Do you satisfy the service given by Subhiksha?
Yes No
10) Are you satisfying the quality of product purchase from subhiksha super market?
Yes No Partially
11) Do you find sufficient availability of stock at the time of purchasing?
Always Sometimes Never
12) From which following advertisement media you know about subhiksha?

78. Pomp let Television
news paper other
13) What exactly attracts you to come in Subhiksha for purchasing?
Product quality Price
Customer services Discount schemes
.
14) What you feel about the staff of Subhiksha?
Good Average poor