SM Assignment
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Transcript of SM Assignment
ABOUT FAIR FOODS LIMITED
Fair Foods Ltd is a popular retailer of foods
Prominent outlets in large malls at all six major metropolitan cities
Established itself as a major market leader
Promoted by Mr. Mukesh dixit 3 years ago.
Approximate 6000 customers visit the outlets on any given day.
KEY INFORMATION
Fair Foods has a strong supply chain
It has an efficient ERP system with a competent management team which makes the forecasting somehow accurate
Management team is computer savvy and looks for ways of automation to reduce human efforts
Many customers make payment through credit cards due to push by credit cards companies
KEY PERSONNEL
Mr. Mukesh Dixit- Promoter of the company
Mr. Arvind Desai - C.I.O
Mr. Kumar Sonu- Marketing Head
Mr. Shirin Batliwala- HRD Head
Mr. Shriniwas Pandu- C.F.O
Mr. Pranab Chowdhury- Operations Head
PROBLEM IN THE CASE STUDY
Mr. Arvind Desai who studied in London was impressed with the CRM conducted by big firms and convinced that it will also benefit Fair Foods
Mr. Mukesh is not sure that the firm should indulge in CRM or not
Mukesh invites the management team for brain storming session to reach to some result
SESSION I – CRM OR
Arvind started the session with the example of ICICI bank and its efforts.
He also quoted the example of Amul cyber store to show how they are using internet to practice CRM.
All the members are not in favour of the arguments of Mr. Arvind although he is very clear that CRM is the way forward and the camp is divided into 2 with:
Mr. Arvind and his supporters Mr. Kumar Sonu & Mr. Shirin batliwala
But Mr. Sriniwas and Mr. Pandu are Skeptical.
Mr. Sriniwas puts his argument that the customer satisfaction is mandatory but only 15% of the CRM projects are successful as per the reports of the survey conducted by the IBM.
Mr. Arvind points out that the rate can be increased up to 80% through proper business process methodology and prioritization.
Mr. Arvind told that we are a food retailer, with thousands SKUs and we can easily develop enhanced value offerings like ICICI.
SESSION II- NEEDS OF CUSTOMETR
Mr. Pranab enters the conversation and is reluctant about the home delivery system suggested by Mr. Arvind.
Mr. Srinivas supported the argument by stating that the revenue generated by the firm is due to footfall and if it gets reduced, the revenue will also decline.
Databases are just collection of names and addresses.
Mr. Kumar breaks his silence and emphasizes on data refining to understand the unique set of needs of the customers with the example of Johnson and Johnson.
To prove his point further , Mr. Kumar sited an example of a publisher of Hindu Mythology.
Here Mr. Kumar was counter-attacked by shirin.
CONT.
According to Shirin, it is not possible to understand each and every individual customer because “each customer has unique set of needs and demands”.
Against Shirin, Arvind cited an example : Firstandsecond.com
KUMAR’S STAND
He said that even the traditional companies are finding ways to personalization
Eg. Revlon, Maybelline, Lakme
PANDU’S VIEWS
Pandu says “Everything sounds nice when it is on paper. All companies plan to deliver high value to customers but most of them fail when it comes to walking the talk. The factor that separates good and bad company is the value delivery process.”
He quotes the example of Reliance .
Mukesh’s view, collaborating with suitable partners was sometimes a viable and better alternative than delivering shoddy services.
He gave an example of fevicol
CHALLENGE Customers’ attrition rate is high, so their
major challenge is to retain the existing customers.
IS CRM A VIABLE OPTION FOR FAIR FOODS LIMITED?
FAIR FOODS LTD SHOULD IMPLEMENT CRM IN THEIR ORGANIZATION.
SOLUTION
CRM CAN
Develop better communication channels
Collect vital data, like customer details and order histories
Create detailed profiles such as customer preferences
Deliver instant, company-wide access to customer histories
Identify new selling opportunities
BENEFITS OF CRM
Development of better relations with existing customers
Increased sales by anticipating needs based on historic trends
identifying specific customer requirements
identifying which of your customers are profitable.
This can lead to better marketing of your products or services by focusing on:
effective targeted marketing communications aimed specifically at customer needs
a more personal approach and the development of new or improved products and services in order to win more business in the future
Ultimately this could lead to:
enhanced customer satisfaction and retention, ensuring that your good reputation in the marketplace continues to grow
PREPARED BY: PIYUSH PRIYANKA PRIYA