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Transcript of Value Added Service
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DISSERTATION REPORT ON
UTILITY OF TECHNOLOGYIN
DELIGHTINGTHE CUSTOMER BYPROVIDING VALUE ADDED SERVICES
Under the guidane !"#
Pr!"$A%it &ain
Su'%itted '(#ATIN GUPTA
MAR)ETING
ROLL NO **+A,
EMPI BUSINESS SCHOOL
NE- DELHI
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FACULTY CERTIFICATE
This is to certify that Mr$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$in! the personnel of fmc! companies and courier
companies a%out the &alue added ser&ices"
Secondary data 9 ournals "Internet
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AIRTELS VALUE ADDED SERVICESV$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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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
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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
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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 $ith your %an'N
5F
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a=Oes %= :o
>$ 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