A REPORT

ON
CUSTOMER RELATIONSHIPMANAGEMENT
OF
PANTALOON RETAIL INDIA LIMITED.

EMPOWERING MINDS

ACHARYA INSTITUTE OF MANAGEMENT &

SCIENCES. 1ST CROSS. 1ST STAGE.
PEENYA. BANGALORE 560058.

Submitted By-
ALOK KUMAR GUPTA
MBA- 1ST SEM.
GROUP- 1
Contents:
CRM:
y 1 Whatis CRM
(i)Advantages of CRM«««««««««««««««
Disadvantages of CRM
How to impress customers
Reason to fail CRM
Service offering by CRM
Why c hoose CRM
Opt for CRM
CRM is Rewarding
Market Structure
2.PANTALOON RETAIL INDIA LTD:
About Company
Vision
Mission
Core Value
Future Group
Board of Directors
Strategies for Attracting the Customers
Types of Members
Offer for Green Cards Holders

CRM
Alok Kumar Gupta
CRM:
INTRODUCTION:
In today¶s competitive market driven economy it is not only sufficient
to provide your customers with the best service levels and customer
experience over the short-term, but also analyze the transactional
information to develop better services and products for your customer
over the long run through the discovery of not-so-obvious insig hts into
customers wants and needs.
WHAT IS CRM:
CRM stands for Customer Relationship Management. It is a process or
methodology used to learn more about customers' needs and
behaviors in order to develop stronger relations hips with them. There
are many technological components to CRM, but thinking about CRM
in primarily technological terms is a mistake
The more useful way to think about CRM is as a process t hat willhelp
bring together lots of pieces of information about customers, sales,
marketing effectiveness responsiveness and
marketing.
CRM
Alok Kumar Gupta
 ADVANTAGES OF CRM:
Shared or distributed data

Cost reduction

Better Customer Service

Increased Customer Satisfaction

Better Customer Retention

Loyal customers

More repeat business

More new business

More Profit
DISADVANTAGES OF CRM:
Lack of formalization of the procedures
Lack of the employees' interest

CRM
Alok Kumar Gupta
How to impress customers:
y Focus on at least one key benefit
y Listen to your customers

y Gaining new customers

y Test everything you do for effectiveness

y Treat your staff with extreme care and attention.
Reason to fail CRM:

y CRM initiatives launched without a strategy.

y The CRM strategy is not integral to the business strategy

y The CRM toolset is based on someone else¶s success.

y CRM is launched with no regard for enterprise or customer

interfaces.
y CRM is launched without customer input.
y CRM is considered an IT project ± not business initiatives
leveraging technology.
y CRM is launched without defined metrics and objectives
y CRM is considered a one-time event
Assume youhave a customer-centric culture because you
have
customers
y No top down leadership and employee buy-in for CRM.
CRM Service Offering:
1. C o nsult ing:
o

Feasibility Analysis
o

Technology Evaluation & Selection

o

Project Scoping
o

Metrics Reporting & ROI

o

Proof-of-Concept development
o

Application Audit & Health Check

2. Implementation:
o

Implementation Strategy
o

Functionality Mapping & Gap Analysis

o

Data Migration,
o

Conference Room Pilot & Training

o

Full Cycle Implementations & Deployment

Global Rollouts
o

Release Management
3. Customization & Integration:
o

Custom Object Development

o

Custom Reports Development

o

Integration - Data, Process level - EAI / CTI

4. Upgrade Services :
o

Application/Product Upgrade
o

Database Upgrade
o

Data Conversion and Migration

o

Object Migration
5. QA and Testing Services:
o

Testing Process Consulting

o

Manual, System and Integration Testing

o

Load Testing
o

Fail Over and Availability Testing

o

Test Cases Automation

o

Reporting Services
6. Business Intelligence and Analytics:
o

Need Analysis
o

Data Load/ETL
o

Custom View & Report Development

7. Customer Data Integration
Unification of Customer Data
o

Multiple Version Integration

o

Real Time/Batch Data Cleansing

8. Support and Maintenance :

o

Application Support
o

Customization Support
o

Database Administration
o

Application Administration
o

Performance Tuning
Why choose CRM:
CRM (Customer Relationship Management) software aids in
increasing efficiency, serves to aid the sales department in all of
its efforts, manages to boost sales, and fundamentally
contributes to the overall development of the company. It also
manages to work towards organizational goals. This is achieved
through a concise study of potential customers.
Their preferences are taken into consideration and used to
coordinate and implement a customer centric business strategy
that focuses primarily on the customer, yields to recording the
importance ofhis ideas and suggestions and results in increased
customer retention.
Opt for CRM:
Why CRM? CRM solution helps to reduce the time required for
sales cycles whilehanging onto potential sales leads. Customer
retention is also maximized. Sales orders and sales revenues
increase as a matter of increased organization growt h.
CRM facilitates growth in that it aids the reduction of costs and
the increased availability of information to the organization -
that can be used according to customer information
requirements. This information is increasingly important to an
organization and can prove to make the difference between
success and failure.
CRM is Rewarding:
The benefits of CRM are enormous.The marketing department is
yet another department that stands to gain enormously as CRM
aids in marketing functions. The customer centred strategy that
provides information on potential customers, boosts the
marketing function by providing the marketing department with
a clear idea of what the customer needs are and enables them to
work accordingly.

Privacy and data security:

One of the primary functions of CRM software is to collect
information about customers.When gathering data as part of a
CRM solution, a company must consider the desire for

CRM
Alok Kumar Gupta
Customer Privacy and data security, as well as and legislative
and cultural norms. Some customers prefer assurances that their
data will not be shared with third parties without their prior
consent and that safeguards are in place to prevent illegal access
by third parties.
Market structure:
The following table lists the top CRM software vendors in 2006-
2007
2007 Revenue 2007 Share (%) 2006 Revenue 2006 Share (%) '06-'07 Growth (%) SAP 2,050.8 25.3
1,681.7 26.6 22.0 Oracle 1,319.8 15.3 1,016.8 15.5 29.8 Salesforce.com 676.5 8.3 451.7 6.9 49.8 Amdocs
421.0 5.2 365.9 5.6 15.1 Microsoft 332.1 4.1 176.1 2.7 88.6 Others 3,289.1 40.6 2,881.6 43.7 14.1

PANTALOON RETAILS INDIA LIMITED.

About Company:
Pantaloon Retail is the flagship enterprise of the Future Group, with a
presence across multiple lines of business. The company owns and
manages multiple retail formats that cater to a wide cross-section of
Indian society. Headquartered in Mumbai (Bombay), t he company
operates through four million square feet of retail space, has over1000
stores across 61 cities in India and employs over 30,000 people. T he
company registered a turnover of Rs 2,019 crore for FY 2005-06.
Pantaloon Retail forayed into retail in 19 97 with the launching of its
fashion retail chain, Pantaloons in Kolkata. In 200 1, it launched Big
Bazaar, ahypermarket chain. This was followed by Food Bazaar, a food
and grocery chain.Next up was Central, a first of its kind located in
theheart of major Indian cities.
Vision:
Future Group shall deliver Everything, Everywhere, Everytime
for Every Indian Consumer in the most profitable manner.
Mission:
We s hare the vision and belief that our customers and
stakeholders shall be served only by creating and executing future
scenarios in the consumption space leading to economic development.
Core Value:
Indianness: confidence in ourselves.
Leadership: to be a leader, both in thought and business.
Respect & Humility: to respect every individual and behumble
in our conduct.
Introspection: leading to purposeful thinking.
Openness: to be open and receptive to new ideas, knowledge
and information.
Valuing andNurturing Relationships: to build long term
relationships.
Simplicity & Positivity: Simplicity and positivity in our thought,
business and action.
Adaptability: to be flexible and adaptable, to meet challenges.
Flow: to respect and understand the universal laws of nature .

Future Group:
Pantaloon
Big Bazaar
Food Bazaar
Central
Fashion Station
Board of Directors:
Mr. Kishore Biyani ± Managing Director
Mr. Gopi Kishan Biyani ±Wholetime Director

Strategies for Attracting the customers:

Pantaloon give attractive offer to it¶s customers. T he company
made a good strategies to mak3e t hem their permanent
customers. Some attractive offers are:
By Issuing Green Cards:
This offer is valid for-
Apparel,
Perfumes & Cosmetics,
toys,
Bluesky,
aLL,
Depot,
Planet Sports & accessories
Types of Members:
1-1Star
Members
2-3Star Members 3-5Star Members 4-7Star Members

CRM
Alok Kumar Gupta

Offer for Green Cards Holders:

Types of Card Holder Discount
1 Star Members
Gift voucher worth Rs.150
3 Star Members
5% disc. On every purchase
5 Star Members
7.5% disc. On every purchase
7 Star Members
10% disc. On every