value added service

8/13/2019 Value Added Service

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DISSERTATION REPORT ON

UTILITY OF TECHNOLOGYIN

DELIGHTINGTHE CUSTOMER BYPROVIDING VALUE ADDED SERVICES

Under the guidane !"#

Pr!"$A%it &ain

Su'%itted '(#ATIN GUPTA

MAR)ETING

ROLL NO **+A,

EMPI BUSINESS SCHOOL

NE- DELHI

1


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FACULTY CERTIFICATE

This is to certify that Mr$Atin Gu.ta of PGDBM-II, EMPI Business School

has successfully completed his dissertation on “uti//it( !" tehn!/!g( in

de/ighting the u0t!%er '( .r!1iding 1a/ue added 0er1ie0 under my

!uidance" #e $as found to %e &ery sincere and hard$or'in!"

I $ish him %est of luc' for his future endea&or"

+Pr!" $A%it &ain,

(


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A2n!3/edge%ent

I $ould li'e to ta'e this opportunity to than all those persons $ho ha&e

helped me in completin! this dissertation"

)irstly I $ould li'e to than' Dr$V$A$E0h3er4 Diret!r EMPI Bu0ine00

Sh!!/ for !i&in! me such a $onderful topic to $or' on, I $ould li'e to

than' him for the confidence he has sho$n in me"

I $ould also li'e to !i&e my re!ards to Pr!"$ A%it &ain, my faculty !uide

for !i&in! me his &alua%le time and !uidin! me to successfully finishin! the

dissertation"

I $ould also li'e to than' all those persons form the industry that ha&ehelped me to understand the dynamics of the industry $ell"

*astly, I $ould li'e to than' my parents for all the support and the

confidence they ha&e !i&en me to complete this pro+ect"

+AtinGu.ta,


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TABLE OF CONTENTS

CONTENTS

INTRODUCTION……......................................................................................................5

RELEVANCE OF CUSTOMER DELIGHT….................................................................9

OBJECTIVES…...............................................................................................................12

RESEARCH METHODOLOGY…..................................................................................13

CELLULAR INDUSTRY….............................................................................................14

BANKING INDUSTRY…................................................................................................21

COURIER INDUSTRY…................................................................................................32

FMCG SECTOR…...........................................................................................................39

CONCLUSION….............................................................................................................48

ANNEURES! .................................................................................................................49


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INTRODUCTION…….

Today anticipatin! a ne$ %usiness opportunity and reactin! .uic'ly is

especially important %ecause the Economy often re$ards the company that

is first to lead in a ne$ mar'et" /ompanies $hose employees are attuned to

their en&ironment0to economic, social, political and demo!raphic trends,

as $ell as to competitors inno&ations or chan!es at suppliers and partners0

$ill %e one %i! step ahead in reco!ni2in! %usiness opportunities"

3hen a %rand meets customer e4pectations, it is ensurin! customer

satisfaction" #o$e&er, $hen customers !et &alue or %enefits %eyond $hat

they had e4pected, the %rand has ensured customer deli!ht" /ommon sense

su!!ests that a deli!hted customer may %e more loyal to your %rand than a

satisfied customer"

/ustomer deli!ht is not +ust a%out %etter product performance" /onsumers

ha&e a certain de!ree of functional e4pectation from a %rand, and, in most

cases, the %rand is li'ely to deli&er a le&el of performance pretty close to that

e4pected %y the customer" This is precisely the reason $hy functional

parameters ha&e ceased to %e meanin!ful differentiators for customers to

choose one %rand o&er the other"

Deli!htin! the customer %y pro&idin! &alue added ser&ices accompanied %y

technolo!y is the structure of the pro+ect"

In the current scenario of cut throat competition $heth$e it it relates to

manufacturin! sector or ser&ice sector ,it is .uality of ser&ices pro&ided %y

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the or!anisations $hich distin!uishes one or!anisation from other

or!anisation "It differenciates the or!anisations products and ser&ices "It

!i&es them the platform to fi!ht in !lo%al $orld ,$hether it is in the field of

Ban'in! , /ourier , )mc! or /ellular ser&ices "I ha&e chosen these four

ser&ices as the research topics as these sectors &ery much li&e on the hin!e

of %randin! $hich e4hausts time and money "

Technolo!y forms the &ital part in ser&ices today ,%ecause in e&ery sector

there are three dimensions $hich are loo'ed after

•

Time• Speed

• 6ccuracy

The rele&ance of technolo!y has !i&en the or!anisations an added

ad&anta!e $here they can pro&ide customers $ith technolo!y dri&en

&alue added ser&ices $hich could help in !ettin! customer loyalty $hich

is difficult to !et in competiti&e situations "3hen you !o 'no$ that youcan %oo' your cinema tic'et online ,$ithout !oin! into dynamics of lar!e

.ues , you !et more than $hat you re.uired ,you e4pected only !ood

&alue for money &i2"!ood am%ience and comforta%le seats accompanied

%y %etter audio sysyem , %ut no$ you ha&e to +ust enter and en+oy the

mo&ie "Thus these &alue added ser&ices meets or e4ceeds your

e4pectations and thus !i&in! customer deli!ht "

*ets understand $hat are the &alue added ser&ices

7alue-added ser&ices are unli'e core ser&ices" They ha&e uni.ue

characteristics and they relate to other ser&ices in a completely different

$ay" They also pro&ide %enefits that core ser&ices can not"

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Value-added Service Characteristics

6ll &alue-added ser&ices share the same characteristics9

1" :ot a form of %asic ser&ice %ut rather adds &alue total ser&ice offerin!

(" Stands alone in terms of profita%ility and;or stimulates incremental

demand for core ser&ice not merely for di&ersification

E&ery &alue-added ser&ice $ill demonstrate one or more of the a%o&e

characteristics" )urthermore, a &alue-added ser&ice $ill ne&er stand in star'

contrast to any of the a%o&e characteristics"

7alue-added ser&ices also ha&e a certain time dimension associated $ith

them" Su%+ecti&ely spea'in!, a &alue-added ser&ice today %ecomes a %asic

ser&ice $hen it %ecomes sufficiently common place and $idely deployed to

no lon!er pro&ide su%stanti&e differentiation on arelati&e %asis"

Re/ati!n0hi. t! !ther Ser1ie0

There are t$o types of &alue-added ser&ices" The first ser&ice type are those

&alue-added ser&ices that stand alone from an operational perspecti&e" These

types of ser&ices need not %e coupled $ith other ser&ices, %ut they can %e"

Many non-&oice ser&ices fall into this cate!ory" They are often pro&ided as

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an optional ser&ice alon! $ith &oice ser&ices, %ut they could %e offered and

used %y themsel&es $ithout the &oice ser&ice" )or e4ample, SMS could %e

offered and used as a ser&ice $ithout &oice callin!"

The second, and ar!ua%ly more numerous and important type of &alue-added

ser&ice, are those ser&ices that do not stand-alone" Instead, this cate!ory

adds &alue to e4istin! ser&ices" 3hile it seems implicit in the definition of

&alue-added, this is an important principle that ma'es &alue-added ser&ices

stand apart from other ser&ices"Thus $e see that &alue added ser&ices could

%ecome %asic ser&ice in due course of time as people %ecome accustomed to

it "There is need of constant inno&ations so that you could ha&e a

competiti&e ad&anta!e amon! your competitors "

This report co&ers four sectors 9

• B6:@I:G

• /E**A*6

• /CAIE

• )M/G

It $ill try to !i&e an insi!ht in to &alue added ser&ices dri&en %y

technolo!y and their rele&ance in meetin! or e4ceedin! customere4pectations "


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RELEVANCE OF CUSTOMER DELI!T….

Te" ti#es #$re e%&e"sive t$ ac'uire a "e(cust$#er tha" t$ )ee& a curre"t cust$#er

- *ai" + C$#&a", Research

Cust$#ers are l$st &ri#aril, due t$ i"diere"ce//01 versus dissatisacti$" 2301 - 4S5

when you look for a drugstore,you expect to find one close to home that has

convenient hours. You also expect to be treated courteously , You're a

satisfied . Here are some pointers for moving from. satisfaction to delight

with your internalcustomer if that occurs. What you want is to customers.be

treated as an individual, with empathy andLook for patterns between

individualswith sincere concern. When that happens,and departments in your

organization. Foryou're delighted.Customer delight acts as a balancing act as

it keeps the balance between the Internal and external customer ,Customers

rarely defect ,it depends on your innovative services and art of

communicating the value added services .

Customers can be suppliers or end user , delighting both has different

dimensions :Bu0ine00 Cu0t!%er

)or Profit or not for profit

Small num%er


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#andled throu!h speciali2ed people"

May 'no$ more a%out the product re.uirements than the producer"

C!n0u%er Cu0t!%er

*ar!e num%er of customers"

Purchases are normally small in actual dollars"

Simple purchase process

:ot as 'no$led!ea%le a%out the product"

Do not share proprietary information $ith the consumer"

So achie&in! customer deli!ht is different for different set of customers, for

e4ample in fmc! sector customer deli!ht could %e achie&ed %y streamlinin!

distri%ution system ,as fmc! hin!es around distri%ution net$or' ,the fast and

accurate delie&ery of products at the doorsteps of distri%uter ,faster

processin! of orders and thus decreasin! lead time could %e a &ital factor in

achie&in! customer deli!ht ,$hereas in case of %an'in! ser&ices there is no

interediary so the consumer e4pects the %est ser&ices a&aila%le to him "These

are some of the reasons of customer dissatisfaction

• C&er 8F of dissatisfied customers are so sic' and tired of poor

ser&ice that they thin' it is futile to complain anymore"

• 6n unhappy customer $ill tell -1F people a%out it"6 happy customer

mi!ht only tell 5"• The happy customer is 'no$n as an “apostle" The more apostles the

%etter"

• Most companies only spend 5 of their time fi!urin! out $hat $ent

$ron!"

1F


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• DonHt use your o$n instincts as research data


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O*5ECTIVES….

The o%+ecti&e of this study is to !et an insi!ht of rele&ance of

technolo!y in customer deli!ht %y pro&idin! &alue added

ser&ices,here four sectors &i2"cellular,%an'in!,courier andfmc! ha&e

%een studied and the determinants of customer sastisfaction are

e&aluated "This $ill help in determinin! the po$er of &alue added

ser&ices in customer satisfaction in this competiti&e $orld $hether

customer is %isuness customer or final consumer "

1(


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RESEARC! MET!ODOLO6….

The research $ill include 9

Primary data9 Sources of primary data $ill %e throu!h detailed .uestionnaire

$hich $ill compare the &alue added ser&ices offered %y cellular operators ,

%an'in! industry"

Inter&ie$ 9 Inter&ie$in! the personnel of fmc! companies and courier

companies a%out the &alue added ser&ices"

Secondary data 9 ournals "Internet

1


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AIRTELS VALUE ADDED SERVICESV$ice 7ased Services 7oice Mail

)a4 Mail

Star Peep

Dial -a- Ser&ice

Te%t 7ased ServicesSMS1 Te4t Messa!in!

Star Peep

Information Ser&ices Send email throu!h SMS

Mo%ile Ban'in!

SMS /hat

Services $" SMS8 4A9 + 9CGroup Messa!in!

SMS Kone

6irtel Messen!er

Data Services

Mo%ile Internet


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#AT/# 76*AE 6DDED SE7I/ES

The list of &alue added ser&ices sho$ that the companies are tryin! to

penetrate the mar'et %y pro&idin! ser&ices $hich the customers ne&er thin'of, no$ the customer could see online schedule of fli!ht ,rail$ay reser&ation

and also he could chec' his %an' account throu!h mo%ile "These ser&ices

ma'es him loyal to particular ser&ice "It increases customer satisfaction and

thus acts as a po$erful tool to$ards customer retention "Technolo!y is

pro&idin! the customer more than he $ants and desires " Its si!nificance is

immense " :o lon!er the cell is used as medium to ma'e a call ,the success

of cellular industry depends upon the &ariety and inno&ation in &alue added

ser&ices"

5F uestionnaires $ere distri%uted to respondents at mal&iya na!ar ,p&r

sa'et and south e4 to 'no$ $hether &alue added ser&ices satisfy them ,it $as

distri%uted amon! &arious a!e !roups and the results $ere &ery deli!htful ,it

also !a&e an indication $hich cellular operator !ains o&er other in different

parametres "

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RESULTS

1" :o" of Mo%ile phone users amon! respondents "

/CMME:T95 CAT C) 5F ESPC:DE:TS ASE MCBI*E P#C:ES"

(" 3hich ser&ice do they use N

/CMME:T96ITE* S/CES #IG#EST 6BCAT 5

1?

NO OF USERS

90%

10%

USERS

NON-USERS

USE OF SERVICE

AIRTEL

54%HUTCH

24%

MTNL

9%

IDEA

13%

AIRTEL

HUTCH

MTNL

IDEA


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" 3hat do you loo' for %efore optin! for particular ser&ice N

/CMME:TS9IT S#C3S T#6T /CST 6:D /C::E/TI7ITO :C

*C:GE DCMI:6TES T#E BAOE DE/ISIC: 76*AE 6DDED

SE7I/ES S/CE MCST C: BAOES DE/ISIC:"

" Do you !et influenced %y &alue added ser&ices N

1

9ARAMETRES FOR C!OOSIN

CONNECTIVITY

33%

COST

24%

VALUE ADDED

SERVICES

43%

CONNECTIVITY

COST

VALUE ADDED

SERVICES


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/CMME:TS9 IT S#C3S T#6T M6IMAM :AMBE C)

ESPC:DE:TS 6E MCE I:)*AE:/ED BO 76*AE 6DDED

SE7I/ES "

5"Do you thin' the &alue added ser&ices meets or e4ceeds your e4pectations

from the ser&ice N

8" If yes , $hich &alue added ser&ices satisfies you most N

1

YES

78%

NO

22%

YES

NO

YES

71%

NO

29%

YES

NO


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/CMME:TS9IT S#C3S T#6T 6ITE* S/CES C7E CT#E

SE7I/ES I: 76*AE 6DDED SE7I/ES T#AS STE:G#T#E:I:G

T#E DCMI:6:/E C) 6ITE*SM6C M6@ET S#6E I: DE*#I "

EE/ATI7E SAMM6O9

esults sho$ that the &alue addedser&ices today are one of the ma+or

determinant for choosin! particular ser&ice",

6lthou!h price and connecti&ity are determinants ,yet $ith the

passa!e of time they %ecame more or less e.ual for all %asic operators"

/ustomers are more than satisfied $ith their current ser&ice"

Thus it clearly sho$s that application of technolo!y in pro&idin!

&alue added ser&ices creates customer loyalty "

(F

3222

23

?@

<

2<

2

?<

?

s # s

# $ 7 i l e 7 a " ) i " :

e - # a i l

( a &

AIRTEL

!UTC!

IDEA

MTNL


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22/51


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DataBase Mana!ement


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added and customised products"

6 fe$ forei!n L pri&ate sector %an's ha&e already introduced customised

%an'in! products li'e In&estment 6d&isory Ser&ices, SG* II accounts,Photo-credit cards, /ash Mana!ement ser&ices, In&estment products and

Ta4 6d&isory ser&ices" 6 fe$ %an's ha&e !one in to mar'et mutual fund

schemes" E&entually, the Ban's plan to mar'et %onds and de%entures, $hen

allo$ed" Insurance peddlin! %y Ban's $ill %e a reality soon" The recent

/redit Policy of BI announced on (?""(FFF has further facilitated the

entry of %an's in this sector" Ban's also offer ad&isory ser&ices termed as

pri&ate %an'in! - to Qhi!h relationship - &alueQ clients"

The %an' of the future has to %e essentially a mar'etin! or!anisation that

also sells %an'in! products" :e$ distri%ution channels are %ein! usedJ more

L more %an's are outsourcin! ser&ices li'e dis%ursement and ser&icin! of

consumer loans, /redit card %usiness" Direct Sellin! 6!ents


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The &arious &alue added ser&ices offered %y %an's are discussed %elo$9

7alue added ser&ices9

6TM

BI** P6OME:T

I:TE:ET B6:@I:G

MCBI*E B6:@I:G

(? /ASTCME /6E

P#C:E B6:@I:G

C6MI:G E36DS

/AE:T C6MI:G 6//CA:T

E-T6:S)E

E/#6GE /CAPE:S

6:O3#EE B6:@I:G

These &alue added ser&ices ha&e re&olutionised the %an'in! sector

"Moreo&er the use of /M soft$ares ha&e facilitated faster processin! and

helps in maintainin! data%ase of e4istin! and potential customers "

(5


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6 mar'et sur&ey $as conducted to e&aluate $hether technolo!y is

si!nificant in deli!htin! the customers ,5F .uestinnaires $ere distri%uted

amon! respondents at PIO6 and S6@ET "

RESULTS#

1"Doyou ha&e %an' account N

(8


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("If yes, in $hich %an's do you ha&e accountN

"6re you satisfied $ith your %an'N

(?

98%

2%

YES

NO

<

2<

2

?<

N O .

O F

C U S T O M E R

S

ICICI

STANDARD C!ARTERED

!DFC

S*I

OT!ERS


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"If yes ,$hyN

/CMME:T9 IT S#C3S T#6T :E6:ESS TC 6TM IS IMPCT6:T

DETEMI:6:T I: /C:SAME S6TIS)6/TIC: 6*C:G 3IT#

)6STE PC/ESSI:G 6:D 76*AE 6DDED SE7I/ES"

(

86%

14%

YES

NO

<

2<

2

?<

FASTER 9ROCESSIN

NEARNESS TO ATM

RELATIONS!I94IT!STAFF

VALUE ADDED SERVICES

SECURIT6


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5"Do &alue added ser&ices offered %y %an's ha&e enhanced customer

satisfaction N

8"If , yes, $hat do you thin' are the ser&ices $hich satisfies you "

/CMME:TS9 IT S#C3S T#6T PECP*E )EE* SE/AE 3IT#

P#C:E B6:@I:G T#6: I:TE:ET B6:@I:G,S#CPI:G 6*SC

)CMS IMPCT6:T DETEMI:6:T 6S T#EE IS :C :EED TC

@EEP /6S# "

The technolo!y acts as facilitator for or!anisations re.uirin! ser&ice

e4cellence"

(

YES

92%

NO8%

YES

NO

05

10

15

20

25

30

35

40

I N T E R N E T B A

! H O N E B A N

S H O ! ! I

E - T R A N S

O N L I N E ! A Y I N

O


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%ecause customers $ere no$ more enli!htened and $ere shoppin! for

ad&anta!es one %an' mi!ht ha&e o&er the other, todays %an's needed to

meet and e4ceed customer e4pectation"

Some of the challen!es %an's faced such as control issues, hi!h

profit;di&idend e4pectation from shareholders, assurin! depositors on the

safety of their funds,the pri&atisation e4ercise and Ani&ersal Ban'in!" Cf all

the precedin! contemporary challen!es confrontin! Indian%an's, those from

the customers are unar!ua%ly the most encompassin! %ecause customers

more than any other sta'eholder determine the focus, the strate!y, the

products, the pricin! and e&en the 'ind of staff that %an's, li'e e&ery other

ser&ice or!ani2ation can effecti&ely employ"

Csadolor then said todays responsi&e %an' $ould ha&e to attend to customer

needs as effecti&ely as possi%le $ith the hi!hest de!ree of accuracy in the

shortest possi%le time" /ustomer deli!ht has pro&en to %e the Qcuttin! ed!eQ

tool for $innin! and retainin! customers in this era of stiff competition in

the %an'in! industry"

3ith the thin'in! that the deli!hted customer $ould %e more %rand-loyal

than a satisfied customer and %earin! in mind that customer deli!ht $as

mo&in! and not fi4ed %an's no$ had to %e $atchful and create more &alue

propositions for customers, to sustain their patrona!e or enthusiasm"

Q)our $ays they can do this are throu!h

/ontinuous process reen!ineerin!

Cptimal utili2ation of resources

De&elopment of superior financial products

Ap!radin! of manpo$er and s'ill sets"

F


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Technolo!y ho$e&er, is the only means %y $hich implementin! these

re.uirements $ould not remain +ust a dream"

QThe deployment of technolo!y ena%les %an's


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COURIER INDUSTR6….

The Indian domestic industry is fra!mented"There are more than (FF

courier companies in India" These include (F in the or!anised sector, (FFF in

the semi-or!ani2ed sector and the rest in the unor!ani2ed sector"

D#*, Blue Dart and El%ee dominate the or!ani2ed sector" These companies

ha&e international affiliations $ith forei!n ma+ors"Blue Dart has a tie up

$ith )EDE $hile El%ee has +oined hands $ith APS"

Blue Dart spans across 115F cities in India$ith ?( offices and 8 outlets"

El%ee has 1( offices and (8 ser&ice centers and has anet$or' co&erin!1(5F cities" D#* has 55 offices and ?5 outlets" In terms of re&enue, D#*is

the leader"Gro$th of the courier industry is not onlylin'ed to the economic

situation pre&ailin! in the country %ut also to the e4portscenario" The

industry is a not re!ulated, $hich means no licenses are needed to set up

acourier company"

The entry %arriers, especially in the pac'a!e se!ment of the %usiness, are

hi!h %ecause courier companies ha&e to %uild a stron! distri%ution net$or',

need to use the latest technolo!y and need to ha&e a $ell-trainedstaff" 6

stron! %rand ima!e also acts as a ma+or %arrier" Economies of scale also

plays a&ery important role, !i&en that operatin! le&era!e of the industry is

&ery hi!h"

The or!ani2ed sector, $hich is mostly into the pac'a!e se!ment of the

courier %usiness, $ill continue to post stron! !ro$th rates" Cn the other hand

the un-or!ani2ed;semi-or!ani2ed se!ment of the courier industry $ill face

pressure on mar!ins %ecause of unfa&ora%le pricin! en&ironment" The

unor!ani2ed sector is mostly into the documents %usiness, $here the

(


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mar!ins are much lo$er than the pac'a!e se!ment" Barriers to entry in the

documents %usiness are also &ery lo$"

*e&era!in! on their stron! distri%ution net$or' courier companies are $ell

placed to ta'e ad&anta!e of the %illion dollar E-commerce %usiness" /ourier

companies are pro&idin! customers $ith &alue added ser&ices so as to

differentiate their products from their peers"

*o!istics mana!ement has also emer!ed as ane$ !ro$th opportunity for the

courier companies" Manufacturin! companies are increasin!ly outsourcin!

their lo!istics re.uirements to third party lo!istics pro&ider" /ourier

companies $orld$ide $ith their $arehousin! facilities and in-house

technolo!y are in the %est position to offer such &alue added ser&ices"

Cust$#ers B


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D#* Is the mar'et leader in courier ser&ices in or!anised mar'et today "

3ith the increasin! penetration of Internet and other communication de&ices

and competition from un-or!anised players, the document %usiness has

$itnessed a reduction in mar!ins in the last three years" 3hereas the non-

document %usiness is relati&ely less competiti&e as it re.uires players $ith

deep poc'ets" 3ithin the non-document %usiness, lo$ $ei!ht parcels are

most profita%le"

Bi! e4press companies ha&e tie-ups $ith !lo%al courier ma+ors for the

international %usiness" Blue Dart has a tie-up $ith )edE4 $hereas El%ee has

tie-ups $ith APS and T:T" In the international %usiness, companies

normally operate on cost plus %asis and hence the mar!ins are not lucrati&e"

3hile domestic %usiness is more profita%le for companies $ith !ood

infrastructure %ac'in!" Both the e4press ma+ors &i2" Blue Dart


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The industry demands hu!e in&estments in technolo!y and infrastructure to

pro&ide &alue added ser&ices throu!h product inno&ations" E-trac'in! and

tracin! of parcels on a real time %asis, %ar codin! for security purposes has

%ecome a norm in the industry" /ompanies are also implementin! the hu%

and spo'e model to minimi2e time to deli&ery"

*o!istics Mana!ement is emer!in! as one of the fastest !ro$in! se!ments in

the e4press industry" 6s more and more companies stress on ust-in-time


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and tie-up $ith leadin! players in the country to penetrate the domestic

mar'et"

7alue added ser&ices play an important role in couruer industry today ,as

courier industryRs success depends upon speed of delie&ery ,and faster

response as is needed %y ma+or pharmaceutical industries in india ,the

technolo!y play an important role in deli!htin! the customer in india"

The companies use inno&ati&e techni.ues to ha&e competiti&e ad&anta!e "

I had the oppurtunity to tal' to Tulsi N$(la)ha Mircha"da"e,8 Se"i$r Vice

9reside"t - Mar)eti": + 9r$ects B*AED6T *TD ,the competiti&e

ad&anta!e $hich the dhl has $hich leads to customer deli!ht are 9

FA6DART 9 uses technolo!y to pro&ide &alue added ser&ices to the

clients $ho opt for it" 3hen the parcel is deli&ered to the addressee and

he;she si!ns for it, the deli&ery %oy scans the si!ned receipt $ith a poc'et

si2ed scanner"


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SE:TC allo$s Blue Dart channel partners and Blue Dart offices to

interface $ith Blue Darts $e%site and retrie&e and transmit data" The

user !ets detailed information on in%ound pac'a!es for deli&ery" Apon

deli&ery, proof of deli&ery details are entered and updated on Blue Darts

$e% ser&er"

ELBEE COURIERS#

Some of our &alue added ser&ice options for enhancin! customer

con&enience9

Bill on Delivery (BOD)

The consi!nee can recei&e in%ound consi!nments at his e4pense, from

multiple ori!ins or consi!nors"

Cash on Delivery (COD)

The consi!nor sends all his consi!nments $ith frei!ht and statutory char!es

paya%le %y the consi!nee, a!ainst deli&ery"

Consignment Value Collect (CVC)

The consi!nor sends all his consi!nments $ith statutory char!es and the

&alue of consi!nment to %e collected from the consi!nee, a!ainst deli&ery"

They ha&e uni.ue ser&ice of SMS TRAC) $here user can trac' the

position of his consi!nment %y +ust sendin! an sms to company "

DTDC COURIERS DTDC $ith its $idely esta%lished net$or', %oth nationally and

internationally and $ith a dedicated team, offers a full ran!e of ser&ices and

support features such as9

?


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:e4t day deli&ery to most cities and to$ns $ithin India"

Shipment of hea&y load to$ards almost any$here in India"

Intra-/ity ser&ices for same day deli&ery a&aila%le at all Metro /ities"

Proof of Deli&ery a&aila%le $ithin reasona%le time, at no e4tra cost"

/entrali2ed Trac'in! and Tracin! system"

E4cellent, relia%le, fle4i%le and &ery cordial ser&ice"

E7COURIER7This is the ser&ice $here customer is !i&en an uni.ue

id $here he can trac' his consi!nment $heree&er he may %e"

Thus it reflects that in courier industry the success depends upon theconfirmation of delie&ery as time is a ma+or factor today and companies

are tryin! to use technolo!y to enhance consumer satisfaction "


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FMC SECTOR….

India has al$ays %een a country $ith a %i! chun' of $orld population, %e it

the 15FHs or the t$enty first century" In that sense, the )M/G mar'et

potential has al$ays %een &ery %i!" #o$e&er, from the 15FHs to the FHs

in&estments in the )M/G industry $ere &ery limited due to lo$ purchasin!

po$er and the !o&ernmentHs fa&ourin! of the small-scale sector" #industan

*e&er *imited


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rela4ation of norms also encoura!ed these companies to !o out for

economies of scale in order to ma'e )M/G products more afforda%le"

/onse.uently, today soaps and deter!ents ha&e almost F penetration in

India"

Post li%eralisation not only sa$ hi!her num%er of domestic choices, %ut also

imported products" The lo$erin! of the trade %arriers encoura!ed M:/Hs to

come and in&est in India to cater to 1%n IndiansH needs" isin! standards of

li&in! ur%an areas coupled $ith the purchasin! po$er of rural India sa$

companies introduce e&erythin! from a lo$-end deter!ent to a hi!h-end

sanitary nap'in" Their strate!y has %ecome t$o-pron!ed in the last decade"

Cne, in&est in e4pandin! the distri%ution reach far and $ide across India to

ena%le mar'et e4pansion of )M/G products" Secondly, up!rade e4istin!

consumers to &alue added premium products and increase usa!e of e4istin!

product ran!es"

So you could see all companies %e it #**, Godre+ /onsumer, Marico,

#en'el, ec'itt Benc'iser and /ol!ate, tryin! to outdo each other in !ettin!

to the rural consumer first" Each of them has seen a si!nificant e4pansion in

the retail reach in mid-si2ed to$ns and &illa!es" Some $ho could not do it

on their o$n, ha&e pi!!y %ac'ed on other )M/G ma+orHs distri%ution

net$or'


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#** 1"1 "5

Marico 1(" (5"?

:estle 18" (5"

PLG #y!iene "F 1"

ec'itt L Benc'iser 1" ("?CAGR gr!3th in /a0t *; (ear0<

There are others, li'e :estle, $hich ha&e till date catered mostly to ur%an

India %ut ha&e still seen !ood !ro$th in the last decade" The companyHs

focus in the last decade has lar!ely %een on &alue added products for the

upper strata of society" #o$e&er, in the last couple of years, e&en these

companies ha&e loo'ed to reach consumers at the sli!htly lo$er end"

Cne of the %i!!est chan!es to hit the )M/G industry $as the UsachetH %u!"

In the last years, deter!ent companies, shampoo companies, hair oil

companies, %iscuit companies, chocolate companies and a host of others,

ha&e introduced products in smaller pac'a!e si2es, at lo$er price points"

This is the sin!le %i! inno&ation to reach ne$ users and e4pand mar'et share

for &alue added products in ur%an India, and for !eneral )M/G products li'e

deter!ents, soaps and oral care in rural India"

6nother interestin! phenomenon to ha&e hit the )M/G industry is the

mushroomin! of re!ional companies, $hich are posin! a threat to %i!!er

)M/G companies li'e #**" )or e4ample, the rise of yothi *a%oratories,

$hich has !i&en sleepless ni!hts to ec'itt Benc'iser, the UGhariH deter!ent,

that has slo$ly %ut surely %uilt itself to ta'e on :irma and #** in

deter!ents, and finally, the rise of U6nchorH in oral care, $hich has %ecomesynonymous $ith UcatH, $hich $al's a$ay $ith spoils $hen t$o mon'eys

fi!ht


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&ariety of products, from a num%er of companies, at different price points"

But for the players $ho cater to the Indian consumer, the future %rin!s a lot

more competition" In this en&ironment, only the inno&ators $ill sur&i&e"

)ocus $ill %e the 'ey to profita%ility


43/51

customers, partners, intermediaries and suppliers" B(B enterprises $or'

to$ards creatin! a strate!ically %eneficial %usiness relationship $ith

customers &ia multiple channels, understandin! and respondin! to needs

$ith a ran!e of products and ser&ices"

The %usiness customer is increasin!ly loo'in! at hi!her ser&ice le&els,

reduced costs, plus immense &alue addition these %ein! inte!rated $ith

processes and systems "Buildin! processes and strate!ies to deli&er customer

e4pectations" Data minin! is an elementary part of customer information

depository, $hich helps in inte!ratin!, analysin! information and dra$in!

meanin!ful conclusions" In&estments in ena%lin! technolo!ies, infrastructure

and resources help capture information that $ill su%se.uently help dia!nose

performance !aps and disco&er ne$ opportunity areas"

Distri%ution and sales In a con&entional distri%ution model, the !oods pass

throu!h the traditional /)6


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company to reap tremendous sa&in!s insupply chain costs"By successfully

lin'in! a %ul' of theDs, the company can monitor sales toand %y them and

therefore ha&e a fair de!ree of comfort on its stoc' le&els" This$ould ena%le

them to plan in&entories of finished !oods at &arious points, fine tune the

production plan and pa&e the $ay for +ust-in-time material purchase pro-

!rammes" Cf course, if companies can ultimately lin' to retail outlets, cost

sa&-in!s $ould %e colossal"The 3e% ena%les them to ma'e a%e!innin! in the

form of connecti&ity tothe thousands of D points" If the retailsector

num%erin! in millions is ulti-mately connected to the production unit,the

entire supply chain lin'a!e $ould %ecomplete and only the 3e% can pro&ide

a means for this"

In the meantime, companies ha&e also !one ahead $ith sales force

automation %y $ay of hand-held palmtops on" PLGs feels its assets !lo%al

scale, stron! %rands, in-depth consumer understandin! and superior

technolo!y com-%ined $ith the uni.ue proprieties of the 3e% can put it

amon! leadin! consumer-dri&en, 3e%-ena%led enterprise9 3hat it calls

aRdotcom%ined company"

PROCTER AND GAMBLE

I ha&e tal'ed to Sh$eta God%ole, 6ssociate Mana!er


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/reatin! ne$ consumer rela-tionships

De&elopin! ne$ $ays to cre-ate, mar'et and sell its %rands

ein&entin! the supply chain

De&elopin! ne$ partnerships

PLG estimates e-commerce to represent as much as 1F per centof the retail

Internet;home deli&-ery channel %y (FF5, and sees anopportunity for as

much as 5 percent of total cost sa&in!s throu!h B(B acti&ity, and much

producti&-ity sa&in!s throu!h %usiness-to-employee pro+ects"PLG has ?(

%randed 3e% sites,and it e4pects its %rands to dri&e connections throu!h the

Internet,helpin! to ans$er .uestions andpro&ide solutions" Cne e4ample of

this is its ne$ Mr$ C/ean -e' 0ite+333$%r/ean$!%," The :et,says the

company, !i&es it unpar-alleled reach to consumers and incredi%le speed for

iteration of ideas" /onductin! se&eral thou-sand separate consumer research

tests each year, PLG %elie&es the :et can sa&e that much time, as $ell as

a%out F per cent of the e4pense" The company says9 QThe Internet $ill help

us identify consumer pro%lems and pro&ide effecti&e solutions in $ays that

are difficult to do in a paper-%ased or telephone $orld" Good e4amples of

this include9$$$"mrclean"com, the Pampers Parentin! Institute at

$$$"pam-pers"com, and the TideR:ei!h%our-to-:ei!h%our pro-!ramme at

$$$"tide"com"QPLG is e4ploitin! the Internet to e4plore lo$-cost;no-

cost;hi!h-ly effecti&e %rand introductions"The :et allo$s companies to

ta'ead&anta!e of the Rdiffusion theo-ry, to attract early adopters %y tar!etin!

throu!h the :et" Thisallo$s a %rand to %e Rseededprior to its %road launch"

Cnee4ample of this is $$$"therma-care"com, $hich $ill %e used toallo$

purchase of the %randamon! early adopters prior to asu%stantial !eo!raphic

5


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roll-out"6lso, di!ital %rands ha&e %eencreated to le&era!e the compa-nys

LD technolo!y and con-sumer understandin!"

These are do$nloaded to companies central data $arehouses thorou!h the

3e%" This also initiates a customer relationship mana!ement endea&our, and

$ould also form part of a companys B(/plans"/ustomer relationship

mana!ement )ar from times $hen a hi!hly moti&ated sales force $ould

suffice, the en&ironment has chan!ed to $arrantin! the maintenance of a

$ell-structured data-%ase on customers" Information transfer to and from the

$arehouse can %e effect-ed %y the salesforce online" Thus, 3e%-%ased

solutions reinforce precious cus-tomer relationships %y !i&in! e&ery out-

$ard-facin! employee a complete and unhindered &ie$ of e&ery customer

alon! $ith a detailed history of his e&ery transaction"This can %e further

inte!rated into a3e%-%ased ser&ice application in theform of helpdes's and

call centres" This puts customer care a!ents in control of e&ery sta!e of

customer mana!ement from sales opportunities, .uotes, %illin! repairs and

returns" Besides, they can also address in.uiries and pro%lems

'no$led!ea%ly and authoritati&ely"

-e' and e7tai/ing -3hile this !i&es a fla&our of the thin!s to come in terms

of the 3e%s potential to ena%le direct sales, its a%solute potential can %e

reached only $hen the 3e% is used as a differentiated medium" The 3e%

presents se&eral &alue propositions to an )M/G company"

It allo$s for customisation of ad&ertisin! content %ased on customer

profile" Thus, there is tremendous scope for enhancin! product promotion

and %randin! impact" )or instance, there is the possi%ility of pro&idin!

different !raphical interface for each user se!-ment, as in 'ids, youth,

$omen, men etc"

It lo$ers the cost of deli&erin! infor-mation to the customers" I

8


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t can %e used for handlin! .ueries, chec'in! order status, usa!e

statements and a host of other product-related information" apid

pro!ress in the area of electronic commerce can ena%le companies to

e4periment $ith ne$ products and ser-&ices"

This $ould also include person-alised products in terms of composition

and desi!n" It represents a ne$ sales channel for e4istin! products, and

ena%les a person-alised relationship %et$een the %uyer and the customer"

This $ould he possi-%le throu!h pac'-si2es and prices differ-ent from

that a&aila%le throu!h con&en-tional distri%ution systems"

HLL Palmtops to field-officers so that they can procure orders $hich can help

them to process the order in time there%y reducin! the lead time in

delie&erin! the product thus ensurin! customer deli!ht "

It also helps the distri%utors to %ud!et ,and control in&entory le&els and

control reorder le&els $hich optimise the cost"

This ensures faster delie&ery and prompt payment"

“Surf *aundry Ser&ice $hich has catapulted its $ashin! po$der %rand

Surf as a “!arment care product rather than a mere deter!ent" 6ll that

the customer has to do to !et his clothes $ashed $ith state-of-the-art

technolo!y is too dial a num%er" #**Hs home deli&ery ser&ices are

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a&aila%le at (FFF and its shampoo %rand Sunsil' offers professional

ad&ice on 18FF 11FF11"

Thus $e can conclude that Technolo!y has chan!ed the $ay the%usiness

$as done earlier "The ser&ices pro&ided to %usiness consumer helps in faster

delie&ery and processin! ,thus reducin! lead time and transaction costs "ItHs

a &alue addition to current %usiness ,on the other $ay it deli!hts the

customer "

CONCLUSION….

The customer is the 'in! today, he has num%er of alternati&es to choose

from !oods or ser&ices ,$ith the third $a&e of technolo!y the technol!y is

o&erpassin! manual $or' and creatin! a difference %y pro&idin! &alue

added ser&ices $hich diffrenciates the company from others "It thus reflects

the utility of technolo!y in &arious sectors to retain old customers and to !etne$ customers " In the %an'in! sector atm has created the difference ,in the

courier ser&ices online trac'in! has created the difference ,in cellular

industry sms created the difference ,thus continuous inno&ation

accompanied %y technolo!y helps the or!anisation in achie&in! customer


49/51


50/51

c=7alue added ser&ices

$ Do you !et influenced %y &alue added ser&ices N

a=Oes %= :o

5" Do you thin' the &alue added ser&ices meets or e4ceeds your e4pectations

from the ser&ice N

a=Oes %= :o

8" If yes , $hich &alue added ser&ices satisfies you most N

a=Sms %=7oice mail

c=Mo%ileBan'in! d=Dial up ser&ices

e=E-mail f =Information Ser&ices

!=3ap

:ame9 Profession9

6ddress9 6!e9

=UESTIONNAIRE

1"Doyou ha&e %an' account N

a=Oes %= :o

("If yes, in $hich %an's do you ha&e accountN

a=Icici %=Std chart

c=#dfc d=S%i

e= Cthers

$ "6re you satisfied $ith your %an'N

5F


51/51

a=Oes %= :o

>$ If yes ,$hyN

a=)aster processin! %=elationship $ith staff

c=:earness to atm d=7alue added ser&ices

e=Security

5"Do &alue added ser&ices offered %y %an's ha&e enhanced customer

satisfaction N

a=Oes %= :o

8" If , yes, $hat do you thin' are the ser&ices $hich satisfies youN

a=Internet Ban'in! %=Phone Ban'in!

c=Shoppin! d=E-Transfer

e=Payment of %ills

:ame9

6!e9

Profession9

6ddress9

value added service

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