darshan&amit
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TRANSCRIPT
Maruti Udyog Limited (MUL) was established in Feb 1981 through an Act of ParliamentMaruti Udyog Ltd 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.
Contd………
• The Joint Venture agreement was signed between Government of India and Suzuki Motor Company (now Suzuki Motor Corporation of Japan) in Oct 1982.
• The company went into production in a record time of 13 months and the first car was rolled out from Maruti Suzuki India Limited Gurgaon in December, 1983.
Board of Directors
Mr. Shinzo NakanishiManaging Director and the CEO
Mr. R.C. BhargavaChairman, Board of Director
Mr. OSAMU SUZUKIDirector
Mr. KENICHI AYUKAWADirector
Mr. Amal GanguliDirector
Mr. TSUNEO OHASHIDirector & Managing Executive
Ms. Pallavi Shroff
Mr. MANVINDER SINGH BANGADirector
Mr. DAVINDER SINGH BRARDirector
Mr. SHUJI OISHIDirector & Managing Executive Officer (Marketing & Sales)
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Customer is the king
“The approach of identifying, establishing, maintaining, and enhancing lasting relationships with customers.”
“The formation of bonds between a company and its customers.”
What is CRM?
Five Views of CRM
• Marketing Automation
• Sales Automation
• Service and Service Fulfillment
• Customer Self-Service
• E-Commerce
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Customer Relationship Management (CRM)
Traditional Marketing CRM
Goal: Expand customer base, increase market share by mass marketing
Goal: Establish a profitable, long-term, one-to-one relationship with customers; understanding their needs, preferences, expectations
Product oriented view Customer oriented view
Mass marketing / mass production
Mass customization, one-to-one marketing
Standardization of customer needs
Customer-supplier relationship
Transactional relationship Relational approach
Maruti and CRM
Maruti created a land-mark in CRM by launching a website for the customers in the year 1998
Maruti is investing a lot of money and effort in building customer loyalty programmes
Maruti Auto Card
MARUTI AND CRM
Availability of easy finance
True Value Outlet
On Road Service
Market Research Department Their Market Research department remains on its toes to
study the changing consumer behaviour and market needs. Maruti enjoys 70%repeat buyers which further bolsters their claim of being customer friendly
MARUTI AND CRM
Maruti has proper customer complain handling cell under the CRM dept. The CIC will help MSL rapidly build an information pool of over 3 million Maruti owners as well as that of its prospective customers
Maruti Call Center
Mega Camps
MARUTI AND CRM
Sports Events
Analytical CRM
MARUTI AND CRM
(1) Designing and executing targeted marketing campaigns
(2) Designing and executing campaigns, e.g. customer acquisition, cross- selling,up-selling, Addon-selling. (3)Analyzing customer behavior in order to make decision relating to products and services(e.g. pricing,product development)
(4)Management information system(e.g.financial forecasting and customer profitabilityAnalysis)
Other advantage: which help in CRM
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.
Quality Service Across 1036 Cities In the J.D. Power CSI Study Maruti Suzuki scored the highest across all 7
parameters:
1.least problems experienced with vehicle serviced,
2.highest service quality,
3. best in-service experience,
4.best service delivery,
5.best service advisor experience,
6. most user-friendly service and
7.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 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.
Other advantage: which help in CRM
One Stop Shop At Maruti Suzuki, customers will find all car related needs met
under one roof. Whether it is easy finance, insurance, fleet management services, exchange- Maruti Suzuki is set to provide a single-window solution for all car related needs.
The Low Cost Maintenance Advant The acquisition cost is unfortunately not the only cost customers
face when buying a car. 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.
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.
Other advantage: which help in CRM
CRM Through Social Relationship
In 1999 Launch of Maruti - Suzuki innovative traffic beat in Delhi and Chennai as social initiatives.
Maruti Driving School-Available in all major cities. Lady trainer for lady customer.
Institute of Driving Training and Research.
ENQUIRY BOOKING DELIVERY AFTER SALES SERVICE
Reminder Call
Positive/Negative
Water/Professional
Positive/NegativeWaterJuice
Tea & BiscuitSnacks
FriendlyFlowers
ChocolatesGanesh Ji
Positive/Negative
WaterCold Drink
Tea & BiscuitFriendly
Station 1 Station 2 Station 3 Station 4
STATIONS OF EXPERIENCE
Positive/NegativeFull technical tests
Pre Advance -BookingLaunch