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ABSTRACT
The objective of the project was “To do MARKET RESEARCH and to understand product’s
current scenario in the growing market” for DIVINITI INDIA, for that we have to understand
the customer needs, pricing constraints, response, competition, emotions and belief
regarding the product, so that they can contribute their valuable inputs. The objective of this
study was to analyze and maintain good relationship with the king - the customer.
The project started on 1st April after knowing all the relevant information regarding the
project, under the guidance of to Mr. Babal Gupta (Senior President Marketing and
Sales).
The project was done with four major market leader automobiles in India which consists
Maruti Suzuki, Honda, Toyota, Hyundai. This opportunity provided great insights about
automobile industry, Automobile Accessories and how to use marketing with the help of
segmenting targeting and positioning the products.
Meeting with key people which includes hundred plus Accessories Managers, Jewellery
showroom owners, University and college administrative heads was a live learning
opportunity. They always shared a lot from their experiences. Their knowledge was a great
motivation factor to work again next day.
The organization is working in a niche segment which is never explored before. The buying
trends and behaviors will be used to better provide motivation to clients to actively pursue
products that would suit their needs out of their own initiative, as well as prosing solutions
and Diviniti products that would directly or indirectly affect their unique needs and wants in
positive manner.
“We see our customers as invited guests to a party, and we are the hosts. It’s
our job every day to make every important aspect of the customer experience a
little bit better.”
– Jeff Bezos, founder and CEO of Amazon
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1. Introduction
Premiums are promotional items — toys, collectables, souvenirs and household products —
that are linked to a product, and often require box tops, tokens or proofs of purchase to
acquire. The consumer generally has to pay at least the shipping and handling costs to
receive the premium. Premiums are sometimes referred to as prizes, although historically the
word "prize" has been used to denote (as opposed to a premium) an item that is packaged
with the product (or available from the retailer at the time of purchase) and requires no
additional payment over the cost of the product. Premiums predominantly fall into three
categories, free premiums, self-liquidating premiums and in-or on-package premiums.
A successful premium campaign is beneficial to a company as it aids in establishing effective
consumer relationships. A good campaign will:
The idea of creating a top of the line spiritual brand with its ethos deeply embedded in age
old Indian tradition was conceived over 60 years ago. The journey which started as a passion
has traversed number of milestones both in creativity and in uniqueness. Artistes and
craftsmen associated with the company have created several master pieces in the past six
decades which adorn the temples and living rooms of many luminaries of the world.
Blessed by almost all the Presidents of our great country right from Hon. Dr. Rajendra
Prasad till Hon. Shri Ram Nath Kovind, the products have always been coveted articles of
gifts and worship.
Diviniti has the unique identity of being the largest automobile god figurine company in the
world and is currently the exclusive official gift partner of Rashtrapati Bhavan.
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Diviniti has been honored to design the official memento of the Rasthtrapati Bhawan which
is presented as an official gift to all visiting dignitaries. Diviniti has also designed the
'Badge of Sacrifice' and 'Certificate of Honour' for the Defense Services of the
Country.
Diviniti is an official supplier of spiritual products to majority of shrines like Vasihno Devi
temple, Jammu, Sai Baba temple Nashik, Somnath temple in Gujarat, Amba Devi in
Gujarat and in many others. Diviniti is probably the only company in India that caters to
customised gifting requirements of all major corporates in both public and private sector.
Long before the idea of 'Make in India' was popularized, Diviniti started manufacturing of its
unique 24 Carat Gold encased products in its own ISO 9001:2008 certified manufacturing
plant in India using Swiss Technology and shifted its manufacturing base from Switzerland to
India. Diviniti has also been pioneer in introducing 24 Carat gold encased products in the
country.
Diviniti at present has a wide range of exquisite gifting and home decor solutions catering to
everyone from the connoisseurs of art to the devotees of Indian spirituality. Apart from being
market leader in 24 Carat Gold encased products and car figurines, Diviniti has successfully
launched its exclusive range of incense products, car aroma, home fragrances and wellness
products using authentic natural ingredients.
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1.2 Our Valued Customers:
AUTOMOBILE PHARMACEUTICALS
Maruti Suzuki Cipla Ltd.
Mahindra & Mahindra Dabur (India) Ltd.
Ltd. Dr. Reddy’s Laboratory
General Motors FDC Ltd.
Tata Motors Johnson & Johnson
Hyundai Ranbaxy Laboratories Ltd.
Ford Serum Institute of India Ltd.
Honda Pfizer India Ltd.
Max Health Care
Novratis India Ltd.
OTHERS
Samsung (India) Ltd.
Motorola GOVERNMENT & PSU
Nokia Parliament House
LG Electronics Pvt. Ltd. Indian Armed Forces
GMR (Delhi International Airport) BHEL
Canon India Pvt Ltd. ONGC
Mata Vaishnav Devi University POWER GRID
Punjab Technical University Border Security Force
India Bank Delhi Police
ABN Amro Bank National Defence Academy
National Panasonic Rashtrapati Bhawan
Standard Chartered Bank
Apollo Hospitals
Sir Ganga Ram Hospital
Jeevan Mala Hospital
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Diviniti Products
O HOME DECOR
O CORPORATE GIFTS
O CUSTOMIZED GIFTS
O WEDDING GIFTS
O CAR AROMA
O AUTO ACCESSORIES
O CAR IDOLS
1. Normal Foil: Diviniti uses Swiss Technology for production of world class 24 Ct. gold
encased foils that act as a base for gold figurines
2. Premium Foil: The premium 24 Ct. gold foils act as the advanced, intricate and
sophisticated designs that bring out the best in its class
3. Royale Foil: Royal foils bring out the exquisiteness of the product line that reminisces
the royal lineage.
Our objective is to understand how the perception of the brand among stakeholders is and if
they are satisfied with the distribution channel or facing any problems like demand and
supply gap, SKU part number unavailable, New products unavailability, products not
approved from their company head office of particular branch. We are also trying to
make a database of such connections of company accessories manager so that we can also
provide them direct information and awareness through mail and contact in future. What are
the factors we should focus on to compete with our rivals?
The automobile industry in India is world’s fourth largest, with the country currently being the
world's 4th largest manufacturer of cars and 7th largest manufacturer of commercial vehicles
in 2018. Indian automotive industry (including component manufacturing) is expected to
reach Rs 16.16-18.18 trillion (US$ 251.4-282.8 billion) by 2026. Two-wheelers dominate the
industry and made up 81 per cent share in the domestic automobile sales in FY19. Overall,
Domestic automobiles sales increased at 6.71 per cent CAGR between FY13-18 with 26.27
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million vehicles being sold in FY19. Indian automobile industry has received Foreign Direct
Investment (FDI) worth US$ 20.85 billion between April 2000 and December 2018.
Domestic automobile production increased at 6.96 per cent CAGR between FY13-19 with
30.92 million vehicles manufactured in the country in FY19.
In FY19, commercial vehicles recorded the fastest pace of growth in domestic sales at 17.55
per cent year-on-year, followed by three-wheelers at 10.27 per cent year-on-year.
The passenger vehicle sales in India crossed the 3.37 million units in FY19, and is further
expected increase to 10 million units by FY20.
Source: www.ibef.org
Source: www.ibef.org
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1.5 Four key steps Excellence in marketing program
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1.7 Review of the existing literature
With the available literature we can summarize CRM in the words of various authors as
follows-
In the words of Lekha “CRM aims at delivering better products and value to the customers
through better understanding of his needs.”
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2. Background
2.1 Problem
A firm in manufacturing industry has to maintain good relations with its customers. They have
to retain the customers for a long time to avail the benefit of their relations. The customer
relationship management is one of the effective tool to identify, establish and maintain
relationship with the customers. With the help of this research we are going to identify the
0importance of CRM in manufacturing industry and premium gift segment.
Our e-commerce business is basically manufacturing based industry. Through this study we
are going to identify the importance of CRM in our organization. How it is benefited from
CRM? Is there any relevance of implementing CRM? And what role does information
technology can play in CRM?
In face to face interaction we get many information which are not answered through the
questionnaire. There are few thoughts which provides subconscious information about how
other businesses perceive our product.
Using SAAS is definitely going to improve the sales of the product as well provide the
opportunity to diversify it in different sectors.
The clients who are already connected with our company, we are focusing on them first
because the CRM is the factor which is necessary for going in different market segments.
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3. Research
Primary data – primary data is that data which is collected for the first time. These data are
basically observed and collected by the researcher for the first time. I have used primary data
for my project work.
Secondary data – secondary data are those data which are primarily collected by the other
person for his own purpose and now we use these for our purpose secondly.
SAMPLE DESIGN:
Sample size: 50 Auto Showrooms (Maruti Suzuki, Honda, Hyundai, Toyota etc.)
Method used:
Questionnaire Method:
Further direct interview method, where face to face interview was taken. Lastly observation
method has been continuous with the questionnaire method.
Descriptive:
Descriptive research studies are those studies which are concerned with describing the
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characteristics of particular individual. The researcher must be able to define clearly, what
he wants to measure and must find adequate methods for measuring it along with a clear cut
definition of population he want to study.
Sampling Technique:
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4. Results
Results and interpretation-
Companies
5, 10%
Interpretation-
1 We have surveyed 50 car showrooms who are currently associated with Diviniti for Car
Accessories (Dashboard and Aroma).
Chart Title
1 1 1 1 1 1 1 1 1
0 0 0
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Interpretation-
In Maruti Suzuki SKU Parts are approved by the HQ for car dashboard and aroma, but in
Honda, Hyundai and Toyota only Car Dashboards were approved. All of these were
interested in Aroma as Dashboard (Competitor is Godrej Dashboard).
o In study we found that for B2B customers there is information gap to the Manager,
We need to improve it.
o There is no brand awareness as they sell it as genuine accessory so managers are
unaware about it.
o For B2C customers, in Delhi many people are manufacturer or getting similar product
at low prices. There is no promotions via events, free samples or online marketing.
We need it.
4.2 Interpretation
The products are at premium product category. So the categorization and providing it
to specific customer is very important.
Using SaaS in the organization will help in maintaining these clients. And they can
even ask for new products there. As well as we can inform about it.
There is a lot of information gap.
Targeting right customers will help in sustaining the brand. The presence on social
media, brand awareness plays important role.
Regular reach to customers in intervals.
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5. Recommendations
Customer classification has told before, and then, so some strategy to improve the customer
loyalty should be taken. The customer loyalty could be defined as the strength of the
relationship between an individual's relative attitude and repeat patronage with a supplier.
Customer loyalty can bring a lot of benefits to a firm. Like the revenue will be larger and the
brand will become stronger and so on (Wilson et al., 2008). The way of improve customer
loyalty: Changing customer neglect into customer satisfaction, then turn customer
satisfaction into customer loyalty is critical. It doesn’t happen by magic. Improving customer
loyalty will shine as a marketing tool; at the same time improve delivery of your service or
products. Combining the theory part and the questionnaire results the paper has found, what
the customers really need is realized. There are 7 ways to improve customer loyalty based
on the theory and the questionnaire done before.
Searching on a clear website will delight the customers, a clear website will lead the
customers quickly find out what they want. And to the online shopping, the quality of the
service is most important. It needs to do well in pre-sell and after sale services.
2. Stay in contact with existing and past clients on a consistent basis. Keeping contact with
customers is very significant. Phone calls, note cards or postcards, newsletters, and email
are some useful approaches. Considerations are also opportunities for personal contact, it is
a good idea in the high-tech, low-touch world.
3. Give the customer more than their expectation. Find out customer’s need and fill it.
Answer a question before they ask it.
4. Offer free shipment to customers from the questionnaire, it could be found that free
shipment is a good promotion on sales. There are more than 14 percentages of customers
who feel free shipment is an important reason to shop online.
5. To control the price of the product the low price is also an important reason that why the
customers choose Customer Loyalty.
6. To offer a safe payment system a safe payment system becomes to the important factor
that customer all concern about.
7. To guarantee the quality of product the quality of product is the most important factor to be
concerned when customers shopping online. Due to online shopping customers cannot see
or touch the product when they buying, so the most thing they care is the quality of product.
5.1 Summary
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o As majority of the customer give opinion that they are satisfied, services and
design of the product of the company should not only maintain the existing
standard but also enhances them
o They could carry out promotional activities from time to time in corporate
offices and Universities in order to understand what the potential customers
want from them.
5.2 Conclusion
This project gave me detailed insight into the world of various sectors like automobile,
pharmaceutical, government & PSU and others. This helped in analyzing, getting views and
technicalities behind running any of the above sectors. Not only did I gain practical skills but I
also had the opportunity to meet many fantastic people. Additionally, I felt like I was able to
contribute to the company by assisting and working on projects throughout the summer.
The company is offering good services, which is reflected on the satisfaction of the
customer. Majority of the customer are satisfied with the design. These were just a few of the
many insights that I gained while working on this project. I also enjoyed the huge amount of
questionnaire which needs to do before finding out which products need to be pitched to the
customer. Each of the recommendations which I suggested was also backed by data which I
got from analyzing various reports from various sources.
Diviniti is diversifying its market in Home Décor, Wedding Planning so it would be beneficial
to understand the current Market leaders in those areas and then project the products to
specific market segment using Segmenting, Targeting and Positioning.
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6. References
https://www.diviniti.com/
https://www.ibef.org/industry/automobiles-presentation
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Questionaire-
Showroom
details:
City:________________
___
Address:______________________________________________________
___
_________________________ PIN__________________
State_____________
Questions:
a) Less than 50
b) Between 50 to
100
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2. Average number of vehicles serviced per month in workshop (all
models) :
a) Less than 50
b) Between 50 to
100
Yes /
No
Yes /
No
6. How many customers are keen to buy a DIVINITI along with a new
vehicle?
b) Between 50 t0
75%
c) Between 25 to
50%
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a) Very
good
b) Good
c) Fair
d) Poor
a) Very
good
b) Good
c) Fair
d) Poor
•
______________________________________
10. Any suggestions about introduction of new product range for DIVINITI
Aroma?
•
______________________________________
Yes/
No
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12. If yes please name the brand
:_______________________
Yes/
No
:______________________
a) Less than 50
b) Between 50 to
100
b) Between 100 to
300
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Survey conducted by
:____________________________
Questions answered by
:___________________________.
Designation
:_____________
Date
:__________________
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