A

Summer Internship Project

Subject Code: 576322(76)

On

“UNDERSTAND THE ECOSYSTEM IN DIGITAL MEDIA MARKETING

REFERANCE TO ATISHAY LIMITED”

Submitted for partial fulfillment of requirement for the award of degree

Of

Master of Business Administration

Of

CHHATTISGARH SWAMI VIVEKANAND TECHNICAL UNIVERSTY

BHILAI (C.G.)

Session 2017-19

Submitted by

SHUBHANK SHARMA
MBA 3rdSemester

Approved by, Guided by

Dr. RPS Chauhan Mrs. PRACHI SHARMA

DEPARTMENT OF MANAGEMENT
RAIPUR INSTITUTE OF TECHNOLOGY

Mandir Hasaud, Raipur (C.G.)

DECLARATION

1
I the undersigned solemnly declare that the report of the project work entitled as“understand
the ecosystem in digital media marketing referance to atishay limited” is based my own
work carried out during the course of my study under the supervision of Siddharth Mathur

I assert that the statements made and conclusions drawn are an outcome of the project work. I
further declare that to the best of my knowledge and belief that the project report does not
contain any part of any work which has been submitted for the award of any other
degree/diploma/certificate in this University or any other University.

___________________
(Signature of the Candidate)
SHUBHANK
SHARMA

ENROLLMENT NO: BD7035

Roll No.:

CERTIFICATE BY GUIDE

2
This to certify that the report of the project submitted is the outcome of the project work entitled
understands The Ecosystem In Digital Media Marketing Referance To Atishay
Limited”carried out by Roshni bajaj bearing Roll No501207617050 & Enrollment No BD6931.
Carried by under my guidance and supervision for the award of Degree in Master of Business
Administration of Chhattisgarh Swami Vivekananda Technical University, Bhilai (C.G), India.

To the best of the my knowledge the report

i) Embodies the work of the candidate him/herself,

ii) Has duly been completed,
iii) Fulfils the requirement of the ordinance relating to the MBA degree of the University
and
Is up to the desired standard for the purpose of which is submitted

_______________________

(Signature of the Guide)

Name: Mrs. PRACHI SHARMA

Designation:

The research report as mentioned above is hereby being recommended and forwarded for
examination and evaluation

CERTIFICATE BYTHE EXAMINERS

3
 This is to certify that the project entitled “UNDERSTAND THE ECOSYSTEM IN DIGITAL
MEDIA MARKETING REFERANCE TO ATISHAY LIMITED”Submitted by
SHUBHANK SHARMARoll No.501207617050 Enrollment No.BD70351 Has been examined
by the undersigned as a part of the examination for the award of Master of Business
Administration degree of Chhattisgarh Swami Vivekananda Technical University, Bhilai (C.G.) .

________________ __________________

________________ __________________

Name & Signature of Name & Signature of

Internal Examiner External Examiner

Date: Date:

ACKNOWLEDGEMENT

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 I take the opportunity to express my gratitude to all of them who in some or the other way
helped me to accomplish this challenging project. I sincerely thank my faculty guide: Mrs.
PRACHI SHARMA for his valuable guidance and support on completion of this project. I
express my gratitude to Siddharth Mathur whose support and guidance helped me to complete
the project successfully..

A special “Thank You” in accorded to all employees of ATISHAY LIMITEDfor their positive
support and assistance. I also acknowledge with a deep sense of reverence, my gratitude towards
my parents and member of my family, who has always supported me morally as well as
economically. I am fortunate to have got an opportunity to undergo the “Internship” at Ambuja
cements, the project has been very useful for me in understanding the various aspects of the
organizational culture and functions inside the unit.

I accept the sole responsibility for any possible error of omissions and would be extremely
grateful to the readers of this project report if they bring such mistakes to my notice. I express
my heartiest gratitude to all of them.

Finally, I am very thankful to RITCOM COLLEGEfor providing me this opportunity.

_______________________

(Signature of the student)

SHUBHANK SHARMA

Roll.N0.

MBA. III Semester

Table of Contents

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Chapter Content Page No

1 Introduction

1.1 Types, Benefits, Importance, Different Between

2 Company profile

3 Literature Review

4 Research Methodology

4.1 Objectives of the study

4.2 Type of Research

4.3 Types of Data

5 Data Analysis

6 Finding/Recommendation

7 Limitations

8 Conclusion

9 Appendices

10 Questionnaire

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 CHAPTER-1

INTRODUCTION

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CUSTOMER RELATIONSHIP MANAGEMENT: AN INTRODUCTION

Customer Relationship Management (CRM) is a managerial philosophy that seeks to build long
term relationships with customers. CRM can be defined as “the development and maintenance of
mutually beneficial long-term relationships with strategically significant customers every sector
is facing cut-throat competition in the market and retail sector is not an exception to it. These
days, retails are facing an aggressive competition and they have take efforts to survive in this
market place. Retail outlets have understood that managing

Customer relationships are a very essential factor for success. The emergence of services
organizations in the corporate sector, the growing competition due to liberalization, and the
growing expectations of customers propelled by globalization and facilitated by IT revolution -
are defining new rules of game for existing private and public enterprises in India. Telecom is
one of the fast growing sectors among the services. The mobile revolution has created a new
wave of interest among people to utilize telephone services. The firms offering the services are
vying with each other to capture this sudden spurt in demand.

This study strongly supports the connection that consumer were more satisfied with professional
service provider who engaged in both courteous expressions and personal connections forms of
sociality. Moreover, finding revealed that regardless of services context customers expect service
provider to be courteous usually ,most conversation begin or end with a courtesy expression and
includes some form of personal connection content.

The important point is that sociality communication can play a pivotal role in moving the
provider and consumer for mere encounters to higher degree of relational development. This is a
project to develop a Customer Relationship Management (CRM) system. CRM is one of the
systems included in Enterprise Resource Planning (ERP) System.

CRM in this project is included few modules. The modules included are customer filtering,
customer profiling and promotion tools. Customer filtering allows the user filter out a customer

8
list from the customer database by using customer’s demographic information. Customer
profiling to makes each customer is having a profile; the user may see the customer’s profile
included analysis of customer. Promotion Tools allows the user can create new promotion base
on the product, and filter list of customer to promote the promotion.

Customer Relationship Management is a strategy used to learn more about customers' needs and
behaviors in order to develop stronger relationships with them. The idea of CRM is that it helps
businesses use technology and human resources to gain insight into the behavior of customers
and the value of those customers.

If it works as hoped, a business can:

1. Provide better customer service

2. Make call centers more efficient
3. Cross sell products more effectively
4. Help sales staff close deals faster
5. Simplify marketing and sales processes
6. Discover new customers
7. Increase customer revenue

It doesn't happen by simply buying software and installing it. For CRM to be truly effective an
organization must first decide what kind of customer information it is looking for and it must
decide what it intends to do with that information. A recent (2001) survey of more than 1,600
business and IT professionals, conducted by

The Data Warehousing Institute found that close to 50% had CRM project budgets of less than
$500,000. That would appear to indicate that CRM doesn't have to be a budget-buster. However,
the same survey showed a handful of respondents with CRM project budgets of over $10
million.

Customer relationship management is a broadly recognized, widely-implemented strategy for

managing and nurturing a company’s interactions with clients and sales prospects. It involves
using technology to organize, automate, and synchronize business processes—principally sales
activities, but also those for marketing, customer and technical support. The overall goals are to

9
find, attract, and win new clients, nurture and retain those the company already has, entice
former clients back into the fold, and reduce the costs of marketing and client service. Once
simply a label for a category of software tools, today, it generally denotes a company-wide
business strategy embracing all client-facing departments and even beyond.

These tools have been shown to help companies attain these objectives:

1. Streamlined sales and marketing processes

2. Higher sales productivity

3. Added cross-selling and up-selling opportunities

4. Improved service, loyalty, and retention

5. Increased call center efficiency

6. Higher close rates

7. Better profiling and targeting

8. Reduced expenses

9. Increased market share

10. Higher overall profitability

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11. Marginal costing

EMERGENCE OF CRM

The origins of a relationship-based approach to a firm’s management emerged from academics

and practitioners in the fields of strategy, marketing and supply chain management (Bagozzi,
1974, 1975; Berry, 1983; Osarenkhoe, 1992; Gummesson, 1999; Zineldin, 2000; Nielsen et al.,
2003; Martin and Bush, 2003).

In the mid-1970s, Bagozzi (1974, 1975) began to gain an understanding of marketing activities
as an exchange between the seller and buyer – thereby forming a basis for subsequent
conceptualization of relationship marketing. The question is to understand how the relationship
develops and changes over a period of time. The possibility of delineation of phases within a
relationship makes it necessary to explicitly design relationship marketing.

This conceptualization first appeared in the early 1980s in the research field of services
marketing (Berry, 1983; Dwyer et al., 1987; Ford, 1980; Hammarkvist et al., 1982; Jackson,
1985; Kim and Kim, 2001; Guenzi and Pelloni, 2004; Matthing et al., 2004; A kerlund, 2005).

Concept of Relationship Marketing

The concept of Relationship Marketing was born within the field of service marketing and
industrial marketing (Berry, 1983; Gummesson, 1987; Christopher, Pyne, and Ballantyne,
1991). In 1992, Webster reported that there has been a paradigm shift from a ‘transaction’ to a
‘relationship’ focus.

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Table:Relationship Marketing vs Traditional Marketing

Base Relationship Traditional marketing

Marketing

Orientation Customer retention One time sales

Contact With Continual Episodic

customers

Focus Customer value Product features

Time horizon Long term Short term

Customer High Low

service

Emphasis

Quality Entire organization Limited to productions

concerns / operations

Source: F. Robert Dwyer, Paul Schurr, and Sejo Oh, “Developing Buyer-sellerRelationships.”
Journal of Marketing, Vol. 51, April 1987, pp. 11-27.

Drivers of CRM

Jagadish N.Sheth (2002) observes that energy crisis that led to stagflation and competition in
industries like consumer electronics, textiles, steel and chemicals made industry to realize that
retention of customers is more important than acquiring new ones. Possibilities in management

12
of services such as telephones, health care and power, to keep record of transactions over a
period of time for analyzing the quality of customer service and response patterns etc. has
increased the scope to analyze the implementation of tactics and their outcomes. Directly service
key accounts. In the supply chain the collaborative relationships have become common practices.
Information technology has increased the scope to adopt innovative styles in customer service.
The sales automation, customer data bases and cross-functional integration through Enterprise
Resources Planning (ERP) have expanded the scope for relationship marketing since the mid-
1990s.

DEFINITIONS OF CRM

The term relationship marketing was first coined by Berry in the context of services marketing.
Relationship marketing is ‘attracting, maintaining and enhancing customer relationships’.
Servicing and selling existing customers is viewed to be as important to long-term marketing
success as acquiring new customers (Berry 1983).

This concept is extended by Gro¨nroos to include channels and someoperational aspects.

“Relationship marketing is to establish, maintain andenhance relationships with customers and
other partners, at a profit, so that the objectives of the parties involved are met”. This is achieved
by a mutual exchange and fulfillment of promises (Gro¨nroos, 1994). He indicates that beyond
commercial interest, partners recognize the mutual benefit to be derived from such relationships.

According to Shani and Sujana (1992), relationship marketing is “an integrated effort to identify,
maintain and build up a network with individualconsumers and to continuously strengthen the
network for the mutual benefit of both sides, through interactive, individualized and value-added
contacts over a long period of time''. They contend that developing a long-termrelationship with
the customer enables the firm to add value to its offerings.

The Gartner group (2000) defines CRM as “Management discipline and a philosophy that
requires businesses to recognize and nurture relationship with customers. With CRM, a
customer’s needs and preferences are available to anyone working in the business at the
customer interface, regardless of channel. Each customer is treated as an individual in a
relationship that creates feeling of one-to –one

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CRM is an integrated information system that is used to plan, schedule and control the pre-sales
and post-sales activities in an organization. CRM embraces all aspects of dealing with prospects
and customers, including the call centre, sales-force, marketing, technical support and field
service. The primary goal of CRM is to improve long-term growth and profitability through a
better understanding of customer behavior. CRM aims to provide more effective feedback and
improved integration to better gauge the return on investment (ROI) in these areas.

The different definitions on CRM are philosophically similar but operationally differ by their
emphasis. Some highlighted objectives, some otherslaid emphasis on approaches and others
talked about benefits. In defining what is to be done, some have chosen the broad areas like
establishing, maintaining and retaining whereas others talked about specific acts like selling and
servicing etc.

CRM Success Factors

 Strong internal partnership around the CRM strategy.

 Employees at all levels and all areas accurately collect information for the CRM system

Characteristics of CRM

CRM as compared to traditional marketing involves series of transactions, regular and

continuous interactions beyond simple exchange process, long term objectives, bonds involving
investment of time and energy to produce positive interactions, investment by the parties, some
switching

In India CRM have deep roots in the practices of business. The business men used to establish
bondages with customers at emotional level, especially in small towns and villages. However, in
modern corporate world, CRM has appeared as a new concept in the mid-1990s, more as a
technology that would change dramatically the way corporations managed their networks and
interaction points with customers (Rado Kotorov,2003).

Thus the modern CRM, in its early stages, was deployed as a technology solution: a software
package that was bought and installed to facilitate or automate some marketing functions. The
terms “sales-force automation”, “campaign automation”, “customer support automation” were
often equivocated with CRM, even though they stand only for different components of the

14
enterprise-wide CRM strategy. Shortly after the deployment of such packages it became evident
that they were not used as planned and remained as show pieces. (Albert Stroucken, CRM,
August 2002).

The Three Levels of Service / Sales

There are three service / sales levels to the Customer Service / Sales Profile model

Level 3:
Customer Advocates

……………………………………
Level 2:

Repeat Customers

……………………………………

Models of CRM

Stakeholder model: Relationship management and marketing are powerful tools for developing
long-term relationships with clients, suppliers and distributors.

Supply chain model: Relationship between channel participants is the key strategy for pursuit of
efficient supply chain. This minimizes the costs of transactions and the entire supply chain costs
(McLaren et al., 2002; Robson and Rawnsley, 2001; Raymond, 2001; Zhuang and Zhou, 2004).

Marketing concept model: Every customer relationship is important for profitability.

Relationship with
existing customers is the lifeblood of a business organization and is paramount for the future
direction of
the business. Organization must deliver what the market needs and wants. Deliver more
efficiently,

15
effectively and add more value than competitors. Both internal and external marketing efforts are
necessary
to do this successfully.

The aim of marketing is to create a customer, who is enthusiastic about company. The customer
whose
expectations are met or exceeded by the actual performance is satisfied and delighted. The
company’s
interest in customer welfare and its motive to benefit customer would naturally lead to mutual
trust and
this will gradually develop into an emotional bond of commitment, eventually leading to loyalty.
Customer becomes more loyal, making significant use of the entire range of company services
(cross selling) patronizing the company over its competitors.

Principles of CRM

1. Principle of ‘Customer Life Time Value (CLV)’

2. Principle of ‘Customer Satisfaction (CS)’

3. Principle of ‘Customer Loyalty’
4. Principle of ‘Wallet share of Customer’
5. Principle of ‘Cross Selling and Up Selling’
6. Principle of ‘Customer Profitability’
CRM PRACTICES - TOOLS OF BUSINESS STRATEGY

Customer Relationship Management is a corporate level strategy, focusing on creating and

maintaining relationship with customers. Berry(1983) recommended the following five strategies
for
practicing relationship marketing.

• Developing a core product/service around which customer relationship is built.

• Innovatively augmenting and adding value through value added features/services.
• Customizing the relationship to the individual customer.
• Pricing services to encourage customer loyalty.

16
 • Marketing CRM internally to the employees so that they perform well with customers.
• Promoting employee to customer relationships and top it up with customer to customer
relationship
to reinforce the good feelings.
The basic CRM strategy is based on the traditional idea that knowledge of customer and
commitment to

service the customer is the best method of developing a sustainable competitive advantage. But

building a successful and sustainable relationship with a large customer base is not the easiest
thing to

do and carries a direct impact on many core operational processes. At the heart of a perfect
CRM strategy

is the creation of mutual value for all the parties involved in the business process

Complaints Management

Most organizations traditionally rely on customer complaints to ascertain customer satisfaction.

Unfortunately the average business firm never hears from 96% of their unhappy customers. 91%
of customers will nevercome back, they have to be got back. Only 4% of dis-satisfied customers
will complain (SPSS: White paper 1996).
Key Account Focus

As business develops, companies start accumulate accounts/segments which are

unviable and non-profitable, yet place demands on the resources of organization

disproportionate

to the returns, resulting in the dilution of focus on the accounts and segments which are
key to

business success. Key account management would help continuous review, identification

of key accounts/segments and allocate resources proportionate to their contribution to the

business.

17
Loyalty and Life Time Value

CRM helps to achieve high levels of customer satisfaction, retention, and loyalty - all resulting in

improved profitability over a life time of customer.

Scope and Utility

This study has concentrated all the services in general. One can also do comparative study

of various Retail outlets and their approach towards the customers.

Level 3
Customer Advocate

Level 2 Repeat
Customers

Level 1
Initial Transactions

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The Processes for Delivering CRM:

The tools and the processes are as follow –

1. Customer application form

2. Centralized software where the whole data is collected
3. Wide range of offerings
4. Cross –selling
5. Feedback form

1. Customer Application Forms:

Retail Outlet collects all the data from customer application form and gets the personalized information to
know which product to offer to which customer. This process helps in collecting the data and knowing
what the customer wants.
2. Centralized Software where the Whole Data is Collected:
The data collected through customer application forms is available at one server and can be accessed
anytime, anywhere. So, this helps in the further process of customized offerings and cross –selling.

3. Wide Range of Offerings:

After collecting the data from the customer, team decides what product to offer to which customer. In
case the Retail Outlet recognizes you as a valuable customer then is offers a more customized service.
4. Cross – Selling:

It refers to offering another product from the service offering of the Retail Outlet to the customer which
he has not gone for. This depends on the value of the customer to the Retail Outlet. Cross selling is not
offered to every customer. It depends on how loyal the customer is to the Retail Outlet. The more
business he gives us, the more are his chances of being special services offered.

5.Feedback Forms:

The Retail Outlet distributes feedback forms. The customers feedbacks on the service, technology used,
employee behavior and promptness in solving customer’sproblems, are taken and they are analyzed.
 CHAPTER-2

COMPANY PROFILE
 About Company: ATISHAY LIMITED

ATISHAY LIMITED

ORGANIZATION STRUCTURE

Atishay Limited corporate offices in Mumbai. Over the years, Atishay Limited developed an
organizational culture that forces its commitment to values and stimulates continuous
improvements and higher levels of performance

Introduction

Atishay is committed to continually improve our solutions, technologies & human skills leading
to total customer satisfaction & its evolution through Management Reviews. With our
uncompromising mantra of “on-time and efficient delivery”, and our ability to provide efficient
solutions to the most complicated problems, we are on a sure and steady path of solid growth.
We are making smart investments today, to reap their benefits tomorrow.

About Atishay

Atishay Limited is a leading Information Technology driven company. Atishay's focus is on

creating India's largest network of last-mile retail point-of-sale. Our aim is to potentially enable
Indian to Seamlessly benefit from Government programs and avail wider access to basic goods
and services.

Atishay is emerging as a leading provider of business and knowledge process services. Atishay
has evolved a unique framework for identifying a deploying IT applications, which can create a
high socio-economic impact by enabling, better planning and management.

We believe our responsibilities also extend beyond the boundaries of business. For over three
decades, we have been a company focused on bringing to life grate ideas and enterprise solutions
that drive progress for our clients. We recognize the importance of nurturing relationship that
reflect firm ethics and mutual respect.

Company Vision

To be the premier solutions provider in the areas of information technology by offering services
that optimise customer investments.

Company Mission

To expand our market share by penetrating the market even further, while continuing to satisfy
our clientele with our service and support

COMPANY HISTORY
Product Profile

Product
Profile

Solutions Products

Digital System E-
Retail Maxidoo Zapurse
Marketing Intregration Governance

Services-

Atishay is a Service Provider Company who provide their services to government sector as well
as for public

Functions of Digital Marketing in Atishay

 Media planning: Buying media, planning, and creating strategy for clients, reportingto
clients, coordinating technology with creative and maintaining long term relation with
clients.

 Social Media: Managing pages, giving response to Queries of customers andManaging

Websites. Atishay wears the shoes of clients, and helps them to achieve objectives.

 Creative: Providing Art and Copy to the clients, which give the real feel about brandto
customers.
 Technology: Create Website and Apps, Managing Apps and Websites,
Mobilewebsites and apps creation, Micro sites, Trouble shooting and Editing.

Atishay Online

Atishay Online is an online self-service portal offering a gamut of services controlled by a single
wallet system. The service has the capability of maintaining control on services offered and
facilitating better returns.

Services Offered

 Online mobile recharge

 DTH recharge

 Bill payments

 Utility bill payments

 Domestic money transfer

E-Mitra

The E-Mitra project of the Rajasthan government enables us provide over 130 government and
private services to citizens, including application for driving license and Pan Card and water
bills. Through this project, we help the Government meet its target of opening one e-Mitra kiosk
every 500 metres.

System Intregration

We provide customised turnkey solutions in hardware, software and networking and certain
hardware. We have joined hands with 2 PSUs (Bharat Sanchar Nigam Limited and ITI) to
provide back-end operations for their offices in Madhya Pradesh and Chhattisgarh. We have also
won contracts in Bilaspur, Chattisgarh, Jabalpur, Jaipur and Maharashtra. We are capitalising on
the large-scale IT-based infrastructure projectsbeing made operational by the Government such
as surveillance, WiFi hotspots, Smart Cities project, and such other projects.

E-Governance-

The Government is using IT to make its processes more efficient and effective across domains.
Atishay is partnering with many Government departments for successful implementation of
projects. E-Governance is basically associated with carrying out the functions and achieving the
results of governance through the utilization of Information, Communication & Technology
(ICT). ICT provides efficient storing and retrieval of data, instantaneous transmission of
information, processing information and data faster than the earlier manual systems, speeding up
governmental processes, taking decisions expeditiously and judiciously, increasing transparency
and enforcing accountability. It helps in increasing the reach of the Government both
geographically and demographically. The Government is using IT to make Government
processes more efficient and effective across domains. The workflow inside Government
departments and agencies is being automated to enable efficient government processes and allow
visibility of these processes to citizens. IT is being used to automate, respond and analyse data to
identify and resolve persistent problems.

We are the vendors for the office of Chief Electoral Officer of Maharashtra and Madhya
Pradesh state. We process the data of over 8.5 crore citizens at our Data Centers in Bhopal
and Mumbai. We specialize in transliterating the Electoral rolls in Urdu language.

Our Projects-
  IT Enablement of Legal Metrology Department

 IT Enablement of Circuit Houses

 Aadhaar-enabled Biometric Attendance System

 IT Enablement of Legal Metrology Department

IT Enablement of Legal Metrology Department-We are developing e-Tulaman, a convenient

and efficient online system of the Legal Metrology Department, Rajasthan. This is a solution for
the Department of Consumer Affairs, Government of Rajasthan, for improving the Ease of
Doing Business, aiming at an efficient Government-to-Business services delivery. Through this,
we will create the infrastructure and mechanism for an ITenabled state-of-the-art workflow
automation system.

IT Enablement of Circuit Houses-We are developing the software and doing IT enablement of
State Guest Houses for General Administrative Department across India. The software is aimed
at keeping track of the occupancy at each Guest Houses by Class-I Officers. The system is also
targeted towards maintaining authentic records and billing, thus resulting in efficiency and cost
optimization.

Aadhaar-enabled Biometric Attendance System-We are developing the software and

hardware for a Biometric Attendance System to help Departments keep track of real-time in-time
and out-time of employees using their Aadhaar number. The system tracks realtime attendance of
employees, with features such as salary generation, leave apply and remarks, holidays
information, loan application and approvals, daily work analysis and feedbacks.

IT Enablement of Legal Metrology Department-We are developing e-Tulaman, a convenient

and efficient online system of the Legal Metrology Department, Rajasthan. This is a solution for
the Department of Consumer Affairs, Government of Rajasthan, for improving the Ease of
Doing Business, aiming at an efficient Government-to-Business services delivery. Through this,
we will create the infrastructure and mechanism for an ITenabled state-of-the-art workflow
automation system.

Products-Atishay have two type of products in market.

1. Maxidoo- Our all-in-one Hotel Enterprise Resource Planning (ERP) application Maxidoo
enables all the internal operations of a hotel on a single platform. It lowers operational
expenses, helps run businesses with improved efficiency and better resource
management, and ultimately helps in increasing profitability.

Key Features of Maxidoo

 GST Ready

 Highly Customizable

 Platform Agnostic

 Data Analytics

2. Zapurse- Zapurse is a mobile app launched by Atishay, it is provide all the services of
Atishay Online in mobile platform. This app is available on Google and Apple both
Platforms.
Services Offered

 Online mobile recharge

 DTH recharge

 Bill payments

 Utility bill payments

 Domestic money transfer

SWOT of Atishay Limited

Strengths

Strong customers base with long term relationship.

Efficient employees with chuck of ideas

Have sufficient experience in branding with many brands from different industries.

Strong and supportive backend technology team.

Using proper supporting tools for Planning, Customer Insight and Analytics

Weaknesses

Number of employees is not sufficient for managing clients.

Lack of potential employees in market

Lack of decision making ability in employees

Opportunities
Growing Internet penetration in India

Marketers are changing their communication pattern from traditional to new media.

Growing mobile users in India

Number of players is low in market.

Digital media consumption of People’s of Raipur is very high while comparing with traditional
media.

Development of technology in Digital ecosystem

Threats

Changing economic conditions will affect business.

No of players in market is low, but existing player have larger customer base.

Low barriers in entry and market potential attracting new agencies to the market

Traditional agencies are now moving to digital also.

Business risk is very high because business is completely based on client’s business.
 CHAPTER-3

REVIEW OF

LITERATURE

Service quality:-

Alok mittal, et al., (2003) presented an article on “An exploratory study of CRM orientation
among Retail Outlet Customers”. The paper aimed at exploring the aspects of the CRM
orientation among Retail Outlets customers. The findings of the research highlighted that there is
need for improvement on some of the components of the CRM such as customer
communication, customer orientation, customer care and handling of complaints in Retail
Outlets. The aged employees in the Retail Outlets need to improve their CRM skills in order to
complete with their younger counterparts.

Customer loyalty:-

Tapan, (2003) in his article “creating customer lifetime-value through effective CRM in Retail
services industry”, has stressed the importance of the CRM in Retail services industry Customer
data management gives clues about the probability of customer demand and technology helps in
tracking the characteristics and categorization of customers depending on their past behavior. He
concluded that with increased competition and customers moving very fast from firm to firm
another, it is essential to have an integrated CRM strategy across the whole organization for
generating higher customers life-time value.

Customer Segmentation

The purpose of segmentation is the concentration of marketing energy and force on the
subdivision (or the market segment) to gain a competitive advantage within the segment (Jerry
2007). Marketer can make the company to gain the competitive advantage through the customer
segmentation progress. The marketing segmentation is use to segment the customer who sharing
something in common which is similarity. There are few types of segmentation which included
geographic segmentation, distribution segmentation, media segmentation, price segmentation,
demographic segmentation, time segmentation, and psychographic or lifestyle segmentation.

Customer

A customer is a person or organization that a marketer believes will earn benefit from the goods
and service offered by the marketer’s organization. A customer is not necessary to be currently
buying something, and it may differentiate into 3 types. The 3 types of customer are existing
customer, former customer and potential customer. Existing customer is the customer who
purchasing the goods and services within a period till now. Former customer is customer who
purchased goods services before, but not continues for a period time. Potential customer is the
customer who hasn’t purchase, buy they may purchase.

Customer Relationship

A relationship is composed of a series of interactive episodes between dyadic parties over time.
(Buttle 2008,p27)

.Robert A-Robincheaux (1996) in his journal customer relationship management is an

integrated effort to identify maintain and build a network individual/ customers and to
continuously strengthen the network for the benefit of the both and sides thought interactive,
individual and value added contacts over a long period of time.

Philip kotler 1997 in his studying customer relationship is management of the process of
building long term, trusting and win – win relationship with customers’ distributors’ dealers and
suppliers.

Perter Drucker (2000) which emphasizes ―Customer Relationship Mangement‖ is basic

purpose of an organization is to create customers and retain them.

Morgan and Hunt (2003) concluded that customer relationship management is all marketing
efforts directed to words establishing, developing and maintaining successful relational
exchanges.

Moller and Wilson (2008) denotes that customer relationship is about understating, creating and
managing exchange relationship between economics partners, manufactures, service providers,
various channel member and finally customers.
 CHAPTER-4

RESEARCH
METHODOLOGY

Object of the study:-

To study the CRM functioning and effectiveness of the Atishay Limited in Raipur.

Research Methodology: -
‘Research methodology is a way to solve the research problem in a systematic manner or
Research is a carefully investigation or inquiry especially through search for new facts in
any branch of knowledge’ It may understand as a science of studying how the research is done
significantly. The methodology may differ from problem to problem, yet the basic approach
towards the research remains the same.

Statement of the problem:-“Study of Customer Relation Management with reference to

Atishay Limited”

Sampling population: -The population for the present study has be mainly customers of Atishay
Limited and also public, They have been chosen keeping the objectives of our research study and
the constraints of time and budget that we have.50 people have responded.

Hypothesis:-

Majority of customers are satisfied with the services provided by Atishay Limited.

Atishay Limited is always taking initiative for providing maximum satisfaction to its customers.

STATISTICAL TOOLS

Percentages and averages were used to analyze the data gathered. Tables are also drawn where
ever necessary.

METHOD OF DATA COLLECTION:- The relevant data and information for the survey was
collected through primary source . The primary data were collected directly from the Customers.
The survey consists of one type questionnaire.

QUESTIONNAIRE METHOD: This method refers to all those methods which are require for
obtaining the needed information from the respondents for the purpose of understanding and
predicting some aspect of behavior of population of interest. In this project data is collected
through questionnaire method.
Sample design- Convenient {non- probability}

Population:-Customers of the company

Sample Size:- 50

Sample Unit:-Individual Customers of the company

Area of the Study:- Raipur City

Data Collection:-Primary data

Tool for Primary Data Collection:-Questionnaire

 CHAPTER-5

DATA INTERPRETATION AND

ANALYSIS

1) How long have you been using services fromAtishay Limited?

Elements No. of respondents Percentage

1 year – 2 years 32 64%

2 years – 5 years 17 34%
 5 years – 10 years 1 2%
10 years or more 0 --

no of respondents
35

30

25

20

15

10

0
1 year - 2 year 2 year - 5 year 5 year - 10 year 10 year or more

Interpretation:-

Majority (64%) of the Customers are using services for less than 2 years

2) How do you know About Atishay Limited.

Elements No. of Respondents Percentage

 News Papers 20 40

Hoardings 15 30

Friends/Relatives 15 30

no of respondents
20
18
16
14
12 no of respondents
10
8
6
4
2
0
News Papers Hoardings Friend/Relatives

Interpretation-

40% of the respondents known about Atishay Limited through News Pepers, 30 % of the
respondents known about Atishay Limited through Hoardings, 30 % of the respondents known
about through friends/Relatives.
3) Table Showing the Opinion of Respondents on Services Offered

Elements No. of respondents Percentage

Excellent 8 16%
Good 30 60%
Average 12 24%
Poor 0 --

No of respondents
30

25

20
No of respondents
15

10

0
Exellent Good Average Poor Strongly
disagree

Interpretation:-

16 % of the respondents said that the services of Atishay Limited are Excellent, 60 % of the
respondents said that the services of Atishay Limited are Good, 24 % of the respondents said
that the services of Atishay Limited are Average and 0 % of the respondents said that the
services of Atishay Limited are Poor.

4) Customers are satisfied with the Service of staff..

 Elements No. of respondents Percentage
Strongly agree 23 46%
Agree 22 44%
Neutral 4 8%
Disagree 1 2%
Strongly disagree 0 --

No of respondents
25

20

15 No of respondents

10

0
Strongly agree Neutral Disagree Strongly
agree disagree

46 % of the respondents Strongly agreed, 44 % of the respondents are agreed, 8 % of the

respondents are neutral and 2 % of the respondents are disagree.

5)Table Showing The Opinion Of Respondents On Availability Of Services on time.

 Elements No. of respondents Percentage
Easy 35 70%
Available
Not 14 28%
Available
To some 1 2%
extent

No of respondents
40
35
35

30

25
No of respondents
20

15 14

10

5
1
0
Easy Available Not Available To some extent

Interpretation-

70% of the respondents re said that all the services are easy available.28 % of the respondents are
said that services are not always available.

6).Table Showing The Number Of Respondents Who Got Attractive Offers While they use
services from Atishay
 Elements No. of respondents Percentage
Yes 30 60%
No 20 40%

No of respondents

18
Yes
No

30

Interpretation:-

60 % of the respondents said that they got attractive offers while they use services from Atishay
and 20 % of the respondents said that they did not get attractive offers while they use services
from Atishay

7) Table Showing The Number Of Respondents Who Recommend The Atishay Limited To
Others
 Elements No. of respondents Percentage
Yes 42 84%
No 8 16%

No of respondents
45
42
40
35
30
25 No of respondents
20
15
10
8
5
0
Yes No

Interpretation:-

84 % of the respondents told that they will recommend the Atishay Limited to others.
16% of the respondents told that they were not ready to recommend the Atishay
Limited to others.

8) Showing The Opinion Of Respondents On Continuing Relationship With Atishay Limited

 Row Labels No. of Respondents Percentage

Agree 36 72

Neither agree nor Disagree 10 20

Disagree 4 8

No of respondents
Disagree 4

Neither agree nor Disagree 10

No of respondents

Agree 36

0 5 10 15 20 25 30 35 40

Interpretation:-
72 % of the respondents were agreeing to continue relationship with Atishay Limited. 20% of
the respondents were neither agree nor Disagree and 8 % of the respondents were disagree to
continue relationship with Atishay Limited.
10). Table Showing the Opinion Of Respondents On Offers on every Service

Respondents No. of respondents Percentage

Very Excellent 23 46%
Excellent 23 46%
Good 4 8%
Average 0 --
Poor 0 --

no of respondents
50
45
40
35
30
25
20
15
10
5
0
Very Excellent Excellent Good Average Poor

Interpretation:-

46% of the respondents said that the offers on services are very Excellent, 46% of the
respondents said that the offers are excellent, 8 % of the respondents said that offers are good
11) Rate your overall satisfaction with Atishay Limited.

Elements No. of respondents Percentage

Highly satisfied 24 48%
Satisfied 17 34%
Average 9 18%
Highly dissatisfied 0 --
Dissatisfied 0 --

No of respondents

9
Highly satisfied
Satisfied
Average
24 Highly dissatisfied
Dissatisfied

17

Interpretation:-

48% of the respondents are highly satisfied with Atishay Limited, 34% of the respondents are
satisfied with Atishay Limited,18 % of the respondents are average
 CHAPTER-6

FINDINGS,

SUGGESTIONS
Findings:

-In the process of conducting the research, the researcher collected the data by the means of
questionnaire. The questionnaire where distributed to 50 customers of the company in
Raipur city.

In which the strength of the response of sample was very positive with 100% respondents.
After the collection of data, the data was analyzed.

Customer relationship management has become need of an hour without which it is difficult
to survive in the competitive market.

Customers in long-term relationships are more comfortable with the services, the
organization, methods and procedures.

This helps reduce operating cost and costs arising out

CHAPTER-7

LIMITATIONS
Limitations:-

Time:- Time given to complete the task to prepare a report was less so, we need more
time to cover all the customers and reach in a conclusion with higher accuracy.

Vast Topic:- As my topic needs lots of information .It was not possible
for me to include all the information in these report. This project concentrates on the
services given to customer in general. Therefore it is difficult to study the view of the
customers towards one particular service

More questions:- Questionnaire includes 10 questions which is time consuming Andeffects

the mind of customer

Difficult to study:- . It was difficult to study what happens to customer satisfaction when
we initially perceive service provider as being less than general then over time, that service
provide „warms up‟ unexpectedly? this study did not examine whether courteous
expressions on personalconnections play a role in other customer outcomes such as loyalty
and word-of-mouth referrals.
CHAPTER-8

CONCLUSION
 Conclusion

This study strongly supports the fact that CRM is need of an hour and no business may be itis
banking business; retailing or something else can ever survive without proper introduction of
CRM. This study strongly supports the connection that consumer were more satisfied with
professional service provider who engaged in both courteous expressions and personal
connections forms of sociality.

Moreover, finding revealed that regardless of services context customers expect service provider
to be courteous usually ,most conversation begin or end with a courtesy expression and includes
some form of personal connection content. Theimportant point is that sociality communication
can play a pivotal role in moving the provider and consumer for mere encounters to higher
degree of relational development

A study was conducted among 50 respondents to find out the CRM functioning and
effectiveness of the Atishay Limited in Raipur.This study was revealed that regardless of
services context customers expect service provider to be courteous usually ,most conversation
begin or end with a courtesy expression and includes some form of personal connection content.

The important point is that sociality communication can play a pivotal role in moving the
provider and consumer for mere encounters to higher degree of relational development.It was
found from the research that customers of Atishay Limited are highly satisfied with the service.
 CHAPTER-9

BIBLIOGRAPHY
BIBLIOGRAPHY

Following are sources which helped me during my research report.

WEBLIOGRAPHY :

www.wikipedia.org

www.answer.com

BOOKS :

 Sugnadhi.R.K. (2003), CRM, (New Age International Publishers), New Delhi

 Berry, Leonard, A: Improving Service Quality: Lessons Learned, Journal of Academy of
Management Executives, Vol. 8 No. 2. 1994.
 Gureja, Gopal, K, Creating Customer Value, Tata Mc Graw Hill, New Delhi, 1997.
 Brady, M.K Robertson, c.j., 2001. Searching for consensus on the antecedent role of
service quality and satisfaction. Journal of Business Research 51(1) 53-60.
 Jha, S.M, Services Marketing, Himalaya Publishing House, Mumbai.
 Gureja, Gopal, K, Creating Customer Value, Tata Mc Graw Hill, New Delhi.
 Andicine .P (1995), The Essence of services Marketing, New Delhi
 Kotler, P. (1999), Marketing Management: The millennium edition.
 CHAPTER-10

QUESTIONNAIRE
 QUESTIONNAIRE

1. How long have you been using services fromAtishay Limited?

A. 1 year- 2 year
B. .2 year-5 year
C. . 5year -10 year
D. . 10 year or more

2. How do you know About Atishay Limited?

A. News Papers
B. Hoardings
C. . Friend/Relative

3. Table showing the opinion of respondents on services offered ?

A. Excellent
B. B. Good
C. C. Average
D. D. Poor

4. Customer are satisfied with the service of staff?

 A. Strongly agree
B. Agree
C. Neutral
D. Disagree
E. Strongly disagree

5. Table showing the opinion of respondents on availability of services on time

A. Easy Available
B. Not Available
C. To some extent

6. Table showing the numbers respondents who got attractive offers while they use
services of atishay

A. Yes
B. No

7. Table showing the numbers of respondents who recommend the Atishay Limited to
others.

A. Yes
B. No

8. Showing the opinion of respondents on continuing relationship with Atishay

Limited.

A. Agree
B. Neither Agree nor Disagree
C. Disagree
9. Table showing the opinion of respondents on offers on every service
A. Very excellent
B. Excellent
C. Good
D. Average
E. Poor

10. Rate your overall satisfaction with Atishay Limited.

A. Highly satisfied .
B. Satisfied
C. Average
D. Dissatisfied
E. Highly dissatisfied