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This Project has been designed to familiarize with the characteristics of services in Reasoning
Global e Applications Ltd, their implications on design and delivery, and highlighting the role of
marketing, human resources and operations for sustainable competitive advantage for Reasoning
subsidiary Key2Web. This report is not a pure description of a Reasoning Global e Applications
Ltd, but involves critical evaluation and/or identification of key issues. It uses the concepts
evolved during the course, uses them where appropriate. This report tries to address the
following.

 


  





½? To do a service delivery study & analysis of Reasoning Global e Applications Ltd.

½? To analyze the customers of Reasoning Global e Applications Ltd.
½? To do a study and analysis of service positioning by Reasoning Global e Applications Ltd
in the competitive market, study customer satisfaction, study and analyze human resource
management.
½? To study and evaluate the service processes design and the performance measurement
and management.
½? To study and evaluate the customer value provided by Reasoning Global e Applications
Ltd
½? To identify and evaluate the key issues in the service delivery.
½? To evaluate the reasons for the existence of service delivery gap.
½? To use and apply the concepts of µService Marketing¶ to analyze and minimize the
service delivery gap by doing µGap Analysis¶.
½? To analyze and evaluate the financial implications of improving the services=

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1) PRIMARY METHOD:
By interviewing and interacting with management and employees and friends working at
Reasoning Global e Applications Ltd.

2) SECONDARY METHOD:
By use of company¶s official website and other media¶s of communication used by the Company
like newspapers, company brochure etc.
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Reasoning is a technology strategist and innovator of e-business solutions offering customized
web & mobile based solutions to small, medium & large scale retail companies. Headquartered
in Hyderabad, India, Reasoning?conceptualizes designs and develops sophisticated e-business
solutions that help companies achieve success and optimize growth.

Technology enabled multi channel marketing expands the reach of manufacturers in the market
and builds a constant line of customer rapport, which erases the distance between manufacturers
and customers and magnifies the brand image and multiplies the sales. Mart Jack¶s innovative
and dynamic e retailing solutions are breaking the barriers between manufacturers and
customers, taking the retailing to the new heights by incorporating multi channel online
marketing solutions. Superior brand positioning, panoramic product visibility with product
specifications and instant online accessibility make sure the customers get the accurate product
information they need for reaching on the spot "purchase decision".

  
   
 

Reasoning is well positioned in the marketplace, has a strong solution offering with an excellent
management and investment team. The complete solution shall be the first of its kind and leading
edge within India; hence there are no direct domestic market competitions.

Globally yokel.com, slifter.com, froogle.com, shoplocal.com can be major direct competitors as

well as other web based emulators and portals who will imitate the business strategy.

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In today's competitive environment, retail trade has become more customer oriented and product
driven. With changing trends in consumer behavior and shopping patterns, Manufacturer and
Organized retail chains are in need of multi channel marketing approach to enhance shopping
experience and to increase sales.

The research shows the changing trends in shopping and buying patterns. Shoppers would be
interested to find information about products, prices, availability and offers for a purchase
decision, which usually happens online, but prefer to purchase offline.

The Internet has opened up a new method of communication with users, 74 % researches on
Internet happen for local products and service Research study by IAMAI found that impact of
online research on offline sales is immense. Customer research shows that ever-increasing
internet awareness and dispersion has caused set of purchase decisions happen online by
browsing product related details but buying happens offline.

What does an online consumer search for?

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Reasoning Service objective is to provide excellent visibility for our clients and its products on
the Internet through Central Product Web Stores and channel Web Stores and drive customers to
nearest outlets or physical stores via Internet and Mobile.
The business process includes:
1. Online content to manage the customer online business
2. Showcase client company products and services
3. Product Comparison of client products
4. Limit / Change / Append / Edit the attribute list
5. Web Stores for client franchise network
6. Ecommerce web store
7. Brand Strengthening
8. Brand Engagement
9. Effective online sales
10. Web analytics to enhance consumer research
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V? Mart Jack ±e Franchise for online franchise stores
V? Mart Jack e ±Commerce for online sales
V? E-Marketing Solution
V? Mobile Marketing Solutions
Mart Jack e-franchise is a solution meant for Manufacturers and retailers with exclusive outlets
spread across different geographic locations which will enable in strengthening their brand
presence across the globe as well as increase sales at local regions through central product web
store.

Mart Jack e -franchise provides then an integrated platform with multiple virtual storefronts. It
drives sales traffic, increases brand awareness, providing consumers the buying choices they
desire by integrating the real time information of products at local stores. It increases overall
business returns and Brand Image of the Company. Possessing multiple storefronts creates
excellent search engine optimization as well as provides multiple channels to target local net
savvy customers.

‡ Central Product Web store provides absolute information about a i.e., Manufacturer and
Retailer brands, products, investors, policies, trends, news, structure, etc
‡ The Central Product Web store has following features:
ë? Product Data Bank
ë? POS integration
ë? Store Locator
ë? Product locator
ë? Deal Locator
ë? Mobile Locator

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Reasoning user-friendly custom e-commerce design solutions build an easy way for your
customers to find and purchase products they are exactly looking for.
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1. Pay online, Shipped from central logistics.
2. Pay Online, Shipped from stock point or Store
3. Pay Online, Pick up Offline (e store to store)
?

: Pay Online, Centralized logistics and shipping?
1. Order can be placed online using 1. Credit Card 2. Online bank Transfer
2. Invoice is Raised and shipping from Hotspot central Store
3. Product is delivered at door step.

: Pay Online, Shipping from nearest store or Stock Point?
1. Order can be placed online using 1. Credit Card 2. Online bank Transfer
2. Invoice is Raised and shipping from Nearest HOTSPOT Mobiles store or Stock Point
3. Product is delivered at door steps for customer
?

: Pay Online, Pick up offline 

?
1. ?
 -Look for the estore2store logo associated with eligible items. Order
Online during checkout options.
2.  ?
?
- Customer will select the nearest franchise store where he would like
to pick up the selected items.
3. ! "?#?$-Total convenience, when the customer receives the email and invoice, he
can pick the Product at nearest store, which saves shipping and handling charges.

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The reasoning offers its client to integrate online and offline existing customer database and
implements very effective Customer loyalty programs.
The clients can implement programs like privileged cards, redemption points, etc

a? Ñ

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Multiple points awarded for repetitive visits to encourage customer frequency during the
promotion period.
a? #?

%??
Reward customers based on the minimum purchase amount or total spend.
a?  ?

%? 
Encourage high customer activity at specific stores during special campaign periods.
a? R
?

%?
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Inform customers of multiplied points earned directly on their receipts.
a? $?

%? ?
Summary reports help you understand customer level, spend and location activity.
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Reasoning provides technology based solutions for an effective presence to drive traffic to the
Web Stores to boost sales .Web strategy and Web operations Management Services by Key2
Web, a subsidiary of Reasoning Global e Applications ltd.?

Reasoning provides strategic roadmap and robust multi-channel solutions to power all aspects of
your online business and integrate with offline channels. The holistic suite of services covers all
phases of the customer lifecycle²from acquisition and engagement to purchase, fulfillment and
retention. Reasoning develop online branding and marketing campaigns, build and manage user-
centric Web stores and provide state-of-the-art customer care and fulfillment centers.
Ô? Devise Web strategy in conjunction with business requirements
Ô? Technology platform integration and customization
Ô? Devising functional fit and technical fit
Ô? Implementation strategy and risk alienation
Ô? Workflow and operations management
Ô? Phase wise delivery management and project management

With our sole focus on Internet and e-commerce, the team at Reasoning has an in-depth
understanding of online shopping behaviors. This expertise enables them to develop user-centric
Web stores that create compelling brand experiences and organize the path-to-purchase for
optimal conversion. At Reasoning, they understand the client site must also communicate their
brand. They deploy multi-disciplinary teams on every project to make sure client¶s site¶s
strategy, navigation, technology, taxonomy structure, design and content work together in
harmony.
Ô? Web store Template
Ô? Color Scheme
Ô? Design considerations for branding needs
Ô? Content Positioning
Ô? Product content development
Ô? Úser experience and design
Ô? Úser research
Ô? Creative services
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It also provides Search optimization and Online Marketing services to clients looking to
strengthen their online marketing reach. It provides solution which helps client realize long terms
benefits from SEO or short term benefits from Paid marketing. The SEM / Paid marketing brings
in the eyeballs whereas the SEO brings a long term value through high rankings in Search
Engines.

V? Interactive marketing
V? Search engine marketing
V? Online advertising
V? e-mail marketing
V? Content Optimization
V? Inward link building
V? Keyword Research & Keyword Phrases Identification
V? Off Page Optimization
V? Manual Search Engine / Directory Submissions
V? Dynamic content optimization
V? PPC (Pay per Click) management
V? Keyword bid management

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There are many key issues in the service delivery quality that we identified at Reasoning. They
are as follows:
_ Reasoning lacks a strong customer support department, the implementation team takes care of
support issues of clients, which are not answered on time and there is a gap between the
communications from the company to the client.
_ The attrition rate or employee turnover rate was earlier Zero, but now due to lack of motivation
the talented pool of employees are moving away in times of recession.
_ The employee satisfaction is declining. The work target pressure creates anxiety, especially in
the marketing team.
_ There is a level of conflict between the marketing, technology, operations and human resource
department.
_ The Company is not spending much on operational and training of employees.




 

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1)Firstly to minimize the attrition rate and curb the inefficiencies in the service delivery quality,
focus on specialized training is a must as it provides the basic concepts, knowledge and tools for
providing superior customer service.

2) The under performers must be put to specialized training and an ³ACCOMMODATION

STRATEGY´ approach can prove to be better in several situations rather than ³CLASSICAL
REDÚCTION STRATEGY´ to minimize µEfficiency Variability¶.

3) All the parameters for measuring the customer satisfaction and the ways to achieve that must
be well communicated to the employees.

4) Rather than paying lower salaries to the employee¶s to bring down the cost of operations,
Reasoning must focus on specialized training to minimize the attrition rates and increase the
performance levels. This will automatically take care of the cost of training and operations. The
company will gain in the overall action in the long run with no additional expenditure or cost.

5) The conflicts between the operations, marketing and management can be resolved by better
management strategies. A critical balance has to be striked among different departments when
their interests are different with mutual understanding and cooperation.

6) The concept of ³SERVICE PROFIT CHAIN´ is indispensable for Reasoning¶s success in the
long run. Only a satisfied and loyal employee can bring in a satisfied and loyal customer thus
enhancing the company¶s profits and climbing up in the value chain ladder.

7)The strategies for demand and capacity management and handling requests for service
customization can be strengthened by specialized training and implementing upgraded
technology, CRM Tools, better cultural and attitude study of the customers, innovations and
relationship building, etc.

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By carrying out the study of Reasoning Global e Applications ltd service delivery strategies and
analyzing the service performance, it can be concluded that the service organization is a Indian
digital marketing service provider and is a global brand with many leading businesses in the
global competitive arena. By carrying out interactions and interviews with few Wipro employees
at Hyderabad, we identified some key issues in the service delivery that creates a service delivery
gap, but by doing the gap analysis we are able to apply the service marketing concepts and
strategies and it can really help in minimizing the service quality gap without any additional cost
to the organization.