Crm in Maruti

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Customer Relationship
Management at
Maruti Suzuki

Submitted on 20-Feb-2012
Group#08 (Section B)
Basu Agarwal
Bikram Satapathy
Saloni Goel
Shruti Mishra
Srinivas Dhenuvukonda

Great Lakes Institute of Management, Chennai

(FT12416)
(FT12417)
(FT12455)
(FT12462)
(FT12467)

1

Index
Page
1.0

Introduction

3

2.0

Various Technologies at Maruti Suzuki

4

Level of CRM
3.0

5

3.1

Data base

5

3.2.

Direct marketing-Data analysis

6

3.3

Cross-selling of various value added services

6

3.4
4.0

Analytical CRM

Customer Retention for Service at dealers, satisfaction, thereby, sales retention for the future
7

Operational CRM

8

4.1

Campaign management for promoting the special offers

10

4.2

SX4 Pre-launch Campaign management on MSD CRM 4.0

10

4.3

Insights for Dealer Development Division (DDD) & used car division (TRUE VALUE)

10

4.4

Loyalty card implementation (Auto card)

11

5.0

Strategic CRM

11

6.0

Philosophical CRM

12

7.0

Challenges addressed by MS Dynamics CRM 4.0

14

8.0

Future challenges of Maruti’s CRM

14

Great Lakes Institute of Management, Chennai

2

1.0 Introduction
Maruti Suzuki is the Indian passenger car market leader for several decades. It has crossed the 10 million cumulative domestic sales mark here today. It is the only automobile company in India to cross this milestone.

The Company, which had rolled out its first car in December 1983, attained 5 million domestic sales in February 2006.
The next 5 million domestic sales have been achieved in six years. The 10 millionth vehicles, a Red Swift Vxi, was dispatched to Coimbatore on February 9th, 2012 from the Company's Manesar plant.
While Maruti 800 and Omni powered sales for almost two decades, the Alto has been India's best-selling car for the last over 7 years. In recent years, the success of WagonR and Swift, among others, has accelerated the Company's progress towards the 10 million mark. Dedicating this milestone to customers, Shinzo Nakanishi, Managing Director and CEO, Maruti Suzuki India Limited, said, "Maruti Suzuki's success story is closely linked with the success story of India in the last two decades. Even as India has grown and transformed, Maruti Suzuki has evolved to meet changing demands. He said, we will continue to drive the growth and evolution of India's car market. I thank employees, dealers and suppliers for their support and commitment".

Top five Maruti Suzuki models in cumulative sales
Models

Cumulative Units sold

M800

26.36 lakh units

Alto + K10

19.08 lakh units

Omni

14.37 lakh units

Wagon R

11.14 lakh units

Swift

6.85 lakh units

Despite holding strong position in the market, Maruti Suzuki losing market share drastically due hyper competition prevailed with the entry of foreign players such as Ford, Chevrolet, Toyota, Honda & Renault etc. With that competition in place, the marketers now had to focus on customer oriented activities to stay in touch and retain them. Also, Maruti used communicates with the dealers and dealers, in turn, the dealers communicate with the end customers and vice versa. With this, there is lot of widened gap of understanding the customer needs and wants. With that dissatisfied customers are growing immensely. there is no proper channelizing system to deploy the customer complaints and then solve them on time. Diagnosing these dynamic changes in the customer market, Maruti wanted to Great Lakes Institute of Management, Chennai

3

communicate with the existing customers directly and understands the requirements and serve them better. Hence, Maruti had to initiate various customer focused marketing activities such introducing Customer Relationship Management (CRM) to retain the customers, acquire new customers & increase the customer satisfaction& loyalization.

Maruti Suzuki

Maruti Suzuki

Dealer

Dealer...
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