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 :
y

Firstandsecond.com

KUMARS STAND
He said that even the traditional companies are finding ways to personalization Eg. Revlon, Maybelline, Lakme

PANDUS 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 .

Mukeshs 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?

SOLUTION

FAIR FOODS LTD SHOULD IMPLEMENT CRM IN THEIR ORGANIZATION.

CRM CAN
y y y y y

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:
y

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:

y

enhanced customer satisfaction and retention, ensuring that your good reputation in the marketplace continues to grow

PREPARED BY: PIYUSH PRIYANKA PRIYA