Introduction to customer relationship management

1.1 concept:
Customer relationship management implies expanding incomes and productivity by
organizing, merging and incorporating all purposes of contact that ventures have with
their clients, which is the thing that in actuality coordinates deals, advertising and
administration. CRM concentrates fundamentally on the showcasing, deals and
administration forms:
Marketing process: CRM bolsters the client and the business itself with data on items,
client profiling, and so forth.
Sales process: CRM underpins the client with call focus exercises, item arrangement
data, and so forth.
Service process: CRM underpins the client with issue investigation, taking care of
certifications, and so forth.
The objective of CRM is the shaping, consideration and use of individual associations
with the most critical clients. Schulze et al. characterize CRM as a client situated
administration approach that depends on data frameworks which coordinate the data
required for the backing of front office forms in advertising, deals and administration.
Connected to the instance of Pharma, Inc. this implies all client contact focuses can
depend on the same data taking into account coordinated data frameworks. A coordinated
perspective of the client nrwd over all association units is there-fore basic with a specific
end goal to accomplish an effective CRM idea.
Client centricity has for quite some time been a controlling standard for some
organizations. Be that as it may, it is generally constrained to advertising existing items
with as solid a client center as could be allowed. Corporate system remains essentially
item entered. Clients regularly have a cracked perspective of an endeavor. Then again,
the endeavor has just a chipped perspective of the client, dictated by various client
contact focuses, as client data is normally secured departmental storehouses. This article
contends that patterns like electronic trade drive the requirement for a more client driven
perspective. Customer relationship management, which is based on an incorporated
perspective of the client over the entire association, is as of now being talked about as a
suitable idea for accomplishing this. To represent the components of the idea, a
contextual investigation embraced at a pharmaceutical organization gives the vital exact
confirmation. In spite of the fact that client centricity has been proliferated for quite a

long time as a directing rule for organizations, item centricity still commands their
advertising, deals and administration exercises.
Client introduction is for the most part constrained to bolster for clients' needs amid deals
and after deals through client confronting channels, for example, promoting, deals and
administration divisions which are quick and obliging yet in any case secluded. Today's
clients generally have more broad prerequisites, be that as it may. Ordinarily they are
amidst a client procedure, for example, the curing of an ailment (patients) or the
ownership of medicinal gadgets (specialists). Inside this procedure they require an
assortment of items and administrations which they need to gather from various
suppliers. Those sellers which package all the important administrations for a particular
client process by means of human services entryways make a colossal included quality.
The advanced ideas of showcasing understood that measuring customer needs or conduct
was insufficient." Consumer Relationship Management" ought to be the center and after
that the right recognition on which advertising approaches of our association ought to be
manufactured. "Administration must consider itself not as delivering items but rather as
giving client making esteem fulfillment."
Shopper Relationship Management has assume a crucial part in supporting and
enhancing hang available. Brief depictions about the different measures that are expected
to enhance client introduction have likewise been managed.
Consider the actuality today's client confront an abundance of items in each
classification. Client will have high and raising desire of value and administration. Even
with their limitless decisions, the client will incline toward the offering that the best meet
their individual needs and desire. They will purchase one of the bases of their
observation esteem. Along these lines it is not amazing that today's triumphant
organizations are those succeed best in fulfilling to be sure enchanting their objective
client. They give careful consideration to quality and administration to meeting and
notwithstanding surpassing client desire. They finish enthusiastically and at the coworked adroitly with their technique accomplices in their supply and appropriation chain.
They seek after proficiently but then are dependable and adaptable.
Customer Relationship Management is the result felt by purchasers who have desire.
Clients are fulfilled when their desire are met and enchanted when their desires are
surpassed. Fulfilled clients stay steadfast longer, purchase more, and are less delicate and
speak good about the organization. From this plainly the fulfilled client will be less
delicate towards the fluctuating cost and hostile promoting regularly cost more than
protective advertising, since it requires much exertion and expense to affect fulfilled
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clients to change far from their Gold credit suppliers. We ought to likewise consider the
way that "the expense of drawing in another client might be five times the expense of
keeping the Gold credit client cheerful." Therefore the organizations are proposing in
creating more grounded bones and reliability with their clients.
1.2 THERETICAL FRAMEWORK
DEFINITIONS:
Definition 1: Consumer Relationship is equivalent to making sure that product and service
performance meets customer expectations.
Definition 2: Consumer Relationship is the perception of the customer that the outcome of a
business transaction is equal to or greater than his/her expectation.
Definition 3: Consumer Relationship occurs when acquisition of products and/or services
provides a minimum negative departure from expectations when compared with other
acquisitions. Gaining high levels of Consumer Relation Ship is very important to a business
because satisfaction customers are most likely to be loyal and to make repeat orders and to
use a wide range of services offered by a business There are many factors which lead in high
levels of customer satisfaction including. Products and services which are customer focused
and hence provide high levels of value for money. What is clear about Consumer
Relationship is that customers are most likely to appreciate the goods and services that they
buy if they are made to feel special. This occurs when they feel that the products and services
that they buy have been specially produced for them or for people like them.
Definition 4:
Consumer Relationship Management is refers to the extent to which customers are happy
with the products and services provided by a business. Consumer Relation Ship levels can be
measured using survey techniques and questionnaires

1.2.1 Types of CRM:

Sorts of CRM can be comprehensively comprehended by taking a gander at the two
distinctive methods for classification. These two sorts of order are as per the following:

I.

. Proactive versus Reactive CRM

II.

. Operational, Collaborative and Analytical CRM

I.

Proactive versus Reactive CRM:

At the point when organization reacts to the

proposals/recommendations/grumblings/solicitations of the clients, it is called receptive
CRM. In spite of this, it is called Proactive CRM when an organization suspects and reacts to
clients' need of itself. In steady changing business sector circumstances, proactive
organizations take load of their clients' future needs and give worth to clients through their
offerings.

II.

Operational, Collaborative and Analytical CRM

Operational CRM:
There are different routes through which a client can approach the business. This
communication is immediate with organization and its workers. The intersection where this
communication happens is called touch point. Generally exchanges like deal, installment,
data looking for, questions, recommendations, and grievances happen at these operational
touch focuses. That is the reason it is additionally called front office CRM.
Database

driven:

In

this

communication

reaching

clients

is

through

Telephone/Email/Mail/Fax/Loyalty programs/Cards/ATMs/SMS.
Broad communications: when the contact is through open TV. The contact is open in nature
and individuals everywhere are reached. For instance open publicizing and advertising effort.
Shared CRM: Jill Dyche characterizes Collaborative CRM as a particular usefulness that
empowers a two path correspondence between an organization and its clients through an
assortment of channels to encourage and enhance the nature of client cooperation.( Dyche
2002) The substance of community CRM is to oversee accomplices of the firm. These could
be channels, operators and different business partners yet not immediate clients. The
emphasis is on keeping up relations with accomplices to encourage coordination in business.

Explanatory CRM: Also known as back office or key CRM. This kind of CRM is described
by nearness of assignments like business investigators. The target of investigative CRM is to
discover different taste, inclinations, and exercises of the clients in order to tweak answers for
them. The premise of this information is caught client connections at different touch focuses.
Broad utilization of MIS and innovation is done in Analytical CRM.
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1.2.2 BENEFITS OF CUSTOMER RELATIONSHIP

The significance of Consumer Relation Ship and backing is progressively turning into a
crucial business issue as association understand the advantages of Customer Relationship
Management (CRM) for giving successful client administration. Experts working inside
client centered business or those running call focuses or help work areas, need to keep
educated about the most recent consumer loyalty methods for running a profitable client
administration capacity. From little client administration divisions to expansive call focuses,
the significance of building up an esteemed association with clients utilizing CRM is vital to
bolster client and long haul business development.
What Do Customers Want?
Before we start to make apparatuses to gauge the level of fulfillment, it is essential to build
up a reasonable comprehension of what precisely the client needs. We have to comprehend
what our clients anticipate from the items and administrations we give.
Client desires have two sorts

Expressed

Implied
Communicated Customer Expectations are those necessities that are composed down in the
agreement and settled upon by both sides for instance, item particulars and conveyance
prerequisites. Supplier's execution against these necessities is the greater part of the things
straightforwardly quantifiable.
Inferred Customer Expectations are not composed or talked but rather are the ones the client
would "expect" the supplier to meet by the by. For instance, a client would expect the
administration delegate who approaches him to be learned and able to tackle an issue on the
spot. There are numerous reasons why client desires are liable to change extra time. Process
upgrades, approach of new innovation, changes in client's needs, enhanced nature of
administration gave by contenders are only a couple of illustrations. The client is constantly
right. Supplier's occupation is to give the client what he/she needs, when he/she needs it.
Consumer loyalty is client's discernment that a supplier has met or surpassed their desires.
1.3 WHAT CUSTOMER RELATIONSHIP?
We can't make Consumer Relationship just by meeting client's prerequisites completely in
light of the fact that these must be met regardless. However fizzling short is sure to make
disappointment
Real Attributes of Customer Relationship in pharama industry
Can be abridged as:
Item quality
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Premium Outflow
Quantifiable profit
Administrations
Responsiveness and capacity to determine objections and reject reports.
General correspondence, availability and state of mind.
WHAT ARE THE TOOLS?
Client desires can be distinguished utilizing different techniques, for example,
Occasional contract audits
Statistical surveying
Telephonic meetings
Individual visits
Guarantee records
Casual examinations
Fulfillment reviews
Contingent on the client base and accessible assets, we can pick a strategy that is best in
measuring the client's observations. The motivation behind the activity is to distinguish needs
for upgrades. We should build up a strategy or mix of strategies that serves to persistently
enhance administration.
CUSTOMER RELATIONSHIP SURVEYS
Formal overview has developed as by a wide margin the best strategy for intermittently the
Consumer Relation Ship. The overview are not showcasing devices but rather a data
picking up device. Enough homework should be before setting out on the real overview. This
incorporates:
Characterizing Objectives of the Survey
Plan Survey approach
Create surveys and frames
Control Survey (Email, Telephone or Post)
Strategy for incorporating information and breaking down the discoveries
Arrangement of the report to introduce the discoveries
There is no reason for asking unimportant inquiries on a consumer loyalty poll. The essential
object is to discover what we are doing well or off-base. Where is the extension for
development, where do we stand versus different suppliers. How we can serve the client
better?
A consumer loyalty estimation review ought to at any rate
Distinguish the accompanying destinations:
Significance to clients (Customers needs)
Client's view of supplier's execution
Your execution with respect to client's needs.
Needs for development
Study structures ought to be anything but difficult to round out with least measure of time and
endeavors on client's part. They ought to be intended to effectively urge the client to finish
the inquiries. However they should give exact information ought to likewise be adequately
dependable for administration basic leadership. This can be accomplished by joining target
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sort questions where client needs to "rate" on size of say 1 to 10. For rehashed studies, you
could give the rating that was beforehand concurred by the client. This works like a reference
point for the client.
Space ought to dependably be accommodated the clients own suppositions this empowers
them to express any extra necessities or report any weaknesses that are not secured by the
goal questions. Regularly, we bargain different work force at different levels in the client's
associationthe purchaser, client, getting auditor, back and buy individual and so forth
looking over various respondents for every client gives a complete point of view of consumer
loyalty. It might be important to gadget an alternate survey for each of them. Respondents
must be given an approach to express the significance they append to different review
parameters. Respondents ought to be requested that give a weighting element, again on a
rating size of say, 1 to 10, for every necessity. This gives a superior sign of relative
significance of every parameter towards general consumer loyalty and makes it less
demanding for suppliers to organize their activity arranges by looking at the execution rating
(scores) with significance rating (weighing).
1.4 Literature Survey
Customer Relationship Management (CRM) has ended up a standout amongst the most
element innovation themes of the thousand years.
Goldenberg (2000) trusts that CRM is not simply innovation applications for promoting,
deals and administrations but instead when it is effectively executed ; it empowers firms to
have cross-utilitarian , client driven , innovation coordinated business process administration
technique that augment connections.
Peppard (2000) noticed that viable administration of data has a critical part to play in CRM in
light of the fact that it can be utilized to for item customizing, administration advancement;
solidify perspectives of clients, and for computing client lifetime esteem. CRM frameworks
helps organizations assess client faithfulness and productivity in view of rehash buys, the sum
spent, and life span.
Bose (2002) noticed that CRM was created in light of the fact that the clients contrast in their
inclinations and obtaining propensities. In the event that all clients were indistinguishable,
there will be little requirement for CRM. Subsequently, understanding client drivers and
client productivity, firms can better tailor their offerings to expand the general estimation of
their client portfolio (Chen and Popovich). The consideration CRM is at present getting
crosswise over organizations is because of the way that the promoting environment of today
is exceedingly immersed and more focused (Chou et al, 2002).

As per Chen and Popovich (2003), CRM is not an idea that is truly new but instead because
of current improvement and advances in data and endeavor programming innovation, it has
expected reasonable significance. The foundation of CRM is relationship promoting, which
has the goal of enhancing the long haul benefit of clients by moving far from item driven
showcasing.
Chen and Popovich (2003) contended that CRM is a convoluted application which mines
client information, which has been recovered from all the touch purposes of the client, which
then makes and empower the association to have complete perspective of the clients. The
outcome is that organizations can reveal and decide the right kind of clients and anticipating
pattern of their future buys. CRM is additionally characterized as a sweeping approach that
consistently incorporates deals, client administration, advertising, field support and different
capacities that touch clients (Chou et al, 2002) . They assist expressed that CRM is an idea
with respect to how an association can keep their most productive clients and in the meantime
decrease cost, increment in estimations of communication which then prompts high benefits.
As per Greenberg (2004), CRM by and large is a venture centered try enveloping all offices
in a business. He promote clarifies that, notwithstanding client administration, CRM would
incorporate, fabricating, item testing, amassing and acquiring, and charging, and human asset,
advertising, deals and building.

2.1 INDUSTRY PROFILE

The Indian pharmaceutical industry right now beat the outline amongst India's
science-based commercial ventures with boundless capacities in the mind boggling field of
medication production and innovation. An exceedingly sorted out part, the Indian
pharmaceutical industry is assessed to be worth $ 6 billion, growing 104 at around 10 percent
every year. It positions high amongst all the underdeveloped nations, regarding innovation,
quality and the inconceivable scope of medications that are produced. It ranges from
straightforward migraine pills to refined anti-microbials and complex cardiovascular mixes;
verging on each kind of medication is presently made in the Indian pharmaceutical industry

The Indian pharmaceutical segment has extended radically in the most recent two decades.
The Pharmaceutical business in India is a to a great degree divided business sector with
extreme value rivalry and government value control. The Pharmaceutical business in India
meets around 90% of the nation's interest for mass medications, drug intermediates,
pharmaceutical details, chemicals, tablets, containers, orals and injectable. There are roughly
300 major and medium scale Pharmaceutical organizations and around 8000 Small scale
units, which shape the center of the pharmaceutical business in India.

2.2 COMPANY PROFILE

Granules India Limited is a quickly developing pharmaceutical organization with world-class
offices for APIs, PFIs and Finished Dosages, serving clients in more than 60 nations. We are
focused on incredibleness in assembling, quality and client administration. We are
headquartered in Hyderabad with workplaces in the U.S., U.K., Colombia and China with
assembling offices in India and China.
Items: We have concentrated on a center portfolio. This specialization empowers us to offer
an ideal mix of brilliant items at focused expenses. We offer items over the worth chain
containing APIs, PFIs and FDs.
Scale: We have the biggest PFI office on the planet with an industry-driving cluster size of six
tons and one of the biggest single-site FD offices on the planet. We likewise have among the
biggest API limits for the managed markets for our separate items.
Quality: Our offices take into account the requests of value cognizant clients. Our offices
meet the necessities of probably the most stringent administrative organizations on the planet
including the U.S. FDA, MHRA, EDQM, TGA and others.
Client esteem: We give our clients quality items, vast volumes, and a broad scope of mixes,
proactive arrangements, a worldwide system of partners and a predominant general value
esteem recommendation. We have our own ANDAs, dossiers and bio-proportionality
considers which makes it feasible for clients to enter markets with high caliber and
financially savvy items. We additionally have a solid administrative undertakings division
that offers clients backing and route through administrative issues.
Cooperations: We have supported our quality recommendation through unions with particular
associations and foundations including Ajinomoto Omni stitch, Hubei Bio cause, Heritage
Pharmaceutical, IIT Chennai and NUS Singapore.

10

Connections: We put stock in an organization approach with our clients. We will likely
develop with our clients, which is the reason half of our incomes are gotten from client
connections longer than five years.
Nearness: We have three offices in Hyderabad, India and a fourth office in Jingmen, China. A
fifth production line is under development in Vizag, India through our JV Company, Granules
OmniChem. We have deals workplaces in India, the U.S., UK, Colombia and China to benefit
our clients crosswise over 60 nations.
Top managerial staff
Mr C. Krishna Prasad Chairman and Managing Director
Mr C. Krishna Prasad is the originator of granules and has over three many years of
involvement in the pharmaceutical business. In 1984, he set up a paracetamol producing
office, which has gotten to be one of the world's presumed makers of paracetamol in the
controlled markets. Mr Prasad spearheaded and promoted the idea of pharmaceutical details
intermediates (PFIs) as a cost-proficient item for worldwide definitions makers.
Mr L. S. Sarma Independent Director
Mr L. S. Sarma is a retried pharama industry official. Mr Sarma was a general chief at the
mechanical advancement pharama industry of india (IDBI), and in addition the executive of
ECGC and Dena pharama industry. He worked for universal exchange focus, Geneva,
(UNCTAD/GATT) as a fare credit advisor furthermore co-composed a production of ITC on
fare credit in creating nations. He was a counselor to the improvement pharama industry of
Mauritius for more than 5 years furthermore spoke to that nation and also Botswana for
mechanical advancement from India.
Mr A. P. Kurian Independent chief
Mr Kurian served as the director of the relationship of common assets in India. Mr Kurian
has a rich profession in the monetary server territory spread more than four decades.
Beginning as exploration officer for possible later use pharama industry of India. He grew up
to the rank of guide financial aspects office. Amid 1975-1993, Mr Kurian was with unit
trust of India and held a few positions including Director-venture, Director-arranging and
Development and as Executive trustee.

11

Subsequent to resigning from unit trust of India, he joined the Apple shared asset as a guide
from 1993 to 1998 from 1998 to 2010 he was the Executive administrator of relationship of
common assets in India. He was a specialist to the district secretariat and was on the leading
body of national stock trade, official panel of national vaults, SEBI Mutual asset admonitory
board of trustees and on a few shared asset Industry advisory groups.
Mr C. Parthasarathy Independent Director
Mr C. Parthasarathy is one of the originator of karvy gathering. As the director of the
gathering, he has been in charge of building karvy as one of Indias really incorporated
monetary administrations associations. He supervises the gatherings operations and is in
charge of the vision, business bearing and innovation esteem expansion to the general
business. Mr. Parthasarathy is a kindred individual from the establishment of sanctioned
bookkeepers of India and the Institute of Company Secretaries of India. He additionally holds
graduate degrees in Science and Law. Mr. Parthasarathy has been effectively connected with
different expert bodies in senior limits throughout the most recent decade.
Item profile
To augment esteem for our clients, we have concentrated on effectively fabricating top notch,
extensive volume items.
Granules is one of only a handful few organizations on the planet to be available over the
pharmaceutical assembling esteem chain beginning from Active Pharmaceutical Ingredients
(APIs) through Pharmaceutical Formulation Intermediates (PFIs) to Finished Dosages (FDs).
We offer our clients every one of the three parts of the pharmaceutical assembling esteem
chain to upgrade adaptability and effectiveness.
We back our product offerings with world-class, extensive scale fabricating foundation. Our
office in Gagillapur has the world's biggest PFI limit alongside an industry-driving bunch size
of six tons. Furthermore, the Gagillapur office has one of the biggest single-site Finished
Dosage limits on the planet for their individual items. Our top notch Jeedimetla and
Bonthapally offices are similarly amazing and are among the biggest single-site limits on the
planet for their separate items. To bolster our Ibuprofen clients, we framed a JV with Hubei
Bio cause in Wuhan, China, a head Ibuprofen maker.

12

Every one of our offices meet the stringent necessities of requesting global administrative
powers, for example, the U.S. FDA, MHRA, EDQM and the Australian TGA.
At Granules, we trust in manufacturing long haul organizations with our clients. This clarifies
why the majority of our clients, including a portion of the biggest worldwide pharmaceutical
organizations, like to draw in with us through long haul contracts and regard us as their very
own expansion organization.
We benefit the developing needs of clients crosswise over 60 nations through our worldwide
advertising group keeping an eye on workplaces our workplaces in India, the U.S., UK,
Colombia and China. Our group has district astute obligations which results in quick reaction
times guaranteeing our client needs are consistently tended to. Our group on-the-ground
guarantees brisk responsiveness to basic times and rising needs.
Our Value Proposition
Centered item portfolio: We have concentrated on a center portfolio. This specialization
empowers us to offer an ideal mix of top notch items at focused expenses. We offer items
over the quality chain containing APIs, PFIs and FDs.
Organization: We work intimately with our clients. We share normal reports on quality,
conveyances and documentations, give clients cross-utilitarian get to and team up for
commercializing their plans and administrative filings guaranteeing that we persistently
address their issues. We position ourselves as a retrogressive expansion of their operations.
Scale: Our substantial limit and group size offer an unmatched value esteem suggestion,
diminished scientific costs, compelling inventory network administration and the capacity to
address developing client needs.
Specialized bolster: Our solid group of experts helps clients with various needs - from finding
the right API evaluation to finishing tablet pressing material and administrative apparatus our
own.
Administrative endorsements: Our U.S. FDA, MHRA, TGA and cGMP-affirmed offices
make it feasible for our clients to advertise their items all through the world.
Focused edge: Our ANDAs and dossiers furnish our clients with a consistent passage into
directed markets. Our exceptional fast discharge tablets, bi-layer tablets and augmented
alleviation applications reinforce our clients' upper hand.
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Producing offices
At Granules, our imaginative work sharpen strengthens our high ground. Our R&D
bunch drives wanders from pre-itemizing headway to business scale manufacture.
Furthermore, our R&D bunch focuses on quality change and cost diminish with the
objective to overhaul customer regard.
Our five star API workplaces at Jeedimetla and Bonthapally have among the greatest
single-site breaking points on the planet - our scale makes it attainable for us to offer a
predominant quality regard recommendation. To support our Ibuprofen customers, we
molded a joint try with Hubei Bio cause in China, a head Ibuprofen maker.
We are the greatest PFI maker on the planet with workplaces at Gagillapur and
Jeedimetla in India. Our high-shear and fluid bed granulation methodology are worked
around a six-ton group appraise, the greatest in the pharmaceutical business, diminishing
costs for customers.
Additionally, our Gagillapur office has one of the greatest single-site Finished Dosage
limits on the planet including robotized shapes, solid structure and unrivaled quality
systems that beneficially make finished estimations planning stringent benchmarks in
coordinated markets.
The Operational Excellence Program
At Granules, we perceive that it is imperative to unleash the full esteem from our
advantages for give predominant client esteem. We set out on an Operational Excellence
(OE) program with a particular target: to rise as a favored decision for clients through
quality, administration and expense.
Our OE program concentrated on procedure upgrades - crude material co-proficient,
sciences and different ranges to convey reasonable wins.
Our OE group involves masters in Six Sigma parameters and synthetic, mechanical and
electrical designers who work by and large to evacuate operational bottlenecks.
Our OE groups investigate every progression to decide how to expand yields,
throughput and accomplish process institutionalization while diminishing wastage and
improving quality.
We have efficiently expanded our ability and creation because of our dedication to OE.
We have expanded our API limit while enhancing PFI productivity. Our capacity to
expand profitability has empowered us to meet the developing needs of our clients.
Our OE project is routinely refered to by MNCs as 'best in classes and has earned a few
acknowledgments including the Silver Certificate of Merit for the Gagillapur office from

14

The Economic Times Manufacturing Excellence Awards 2011 in association with Frost
and Sullivan.
Our Research Capabilities
Programming interface R&D
Granules offer enormous worth to clients since we can give supply security the distance
from key intermediates to completed doses for the items. Our dynamic pharmaceutical
fixings (APIs) are the foundation of our worth recommendation and permit us to be an
independent vertically incorporated player.
Granules India Limited has set up another cutting edge Research Center in 10,000 sq.
foot at ALEAP Industrial zone, Pragathi Nagar, Hyderabad. The office is a development
in the Granules' endeavors for a fruitful passage into an improved item portfolio. So as to
quicken the development with a maintainable advancement motor and to empower
Finished Dosage filings for our new APIs this is a key man oeuvre which is relied upon
to help our capacities to offer differentiated Generic API portfolio to our clients.
The R&D Center and the Kilo-Lab will concentrate on full scale bland API improvement
and will supplement the Company's current R&D endeavors in Pune which right now
concentrates on practical innovation advancement. We trust that with the rejuvenated
R&D capacities, Granules will develop as an innovation pioneer with a flexible item
portfolio.
Plans R&D
We have a 5,000 sq. ft., Class 100,000 R&D Center staffed by a dynamic group of plan
specialists with broad involvement in the line. The inside works on a like-to-like
hardware working rule with a 10x scale-up pilot lab. The group offers end-to-final item
advancement arrangements covering:
Pre-detailing improvement
Formulation improvement
Analytical improvement
ANDA/Dossier filings
Item improvement capacities
Our Product Development Laboratory gives different choices (from site exchanges to
item customization) to our clients. Our remarkable logical strategies and improved
foundation guarantee item consistency and quality. The key highlights of our abilities are
R&D hardware is geometrically downsized for inconvenience free scale-up of
commercialization according to the 10x rule.
Dossier improvement in CTD/e-CTD positions reasonable for worldwide entries of PFI
and Finished Dosage items
One of the couple of worldwide organizations to give fast discharge gel tops
Proven capacities in creating IR, SR, ER, TR-plans and taste-veiling granules
15

Likewise, we team up with our plans improvement accomplices for the recognized items
advancement.
Site Transfer Department
Our Site Transfer Department works with clients to guarantee that we can popularize
items at a snappier pace. This office involves cross-practical groups including individuals
from the Formulations R&D, Analytical R&D, Regulatory Affairs, Quality Control,
QualityAssurance and different offices. Our group has executed a few site exchanges
because of a built up fitness in a few capacities (counting measurement structure
improvement, administrative recording, scale-up, procedure portrayal, approval and
effective commercialization of new items).
Completed Dosage TeamWe have rich involvement in administrative filings including
Abbreviated New Drug Applications (ANDAs) and dossiers. We have a few affirmed
ANDAs, including Rx and OTC items (Ibuprofen, Metformin and Naproxen Sodium),
that make it workable for us to furnish clients with cost-aggressive items for the US
market. Moreover, we have a few dossiers in Europe. Proceeding, we will take part in
more worldwide filings prompting an institutionalized completed dose item worldwide
with the target to build our operational proficiency.
Vision of the organization:
To be the worldwide pioneer in pharmaceutical assembling by procedure advancement
and unparalleled efficiencies.
Mission of the organization:
Our drive to be the best is unparalleled. We will coordinate our drive by cooperating with
worldwide pioneers in our business sectors, building enduring connections, and the
establishment for shared development and achievement. To this end, we have
incorporated our generation advances and in reverse along these lines finishing our worth
suggestion. In any case, we are not fulfilled by that alone. We will ceaselessly bolster this
try by smoothing the procedure end-to-end through cutting edge innovation, ecoaccommodating arrangements and giving our kin the preparation they should be the best
in their field. At last, our items will be better in quality they require than be the best in
their field. At last, our items will be predominant in quality and a glad confirmation of
how we have confidence in working together at granules.

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3. REASERCH METHODOLOGY
3.1 NEED FOR THE STUDY
CRM is not a concept that is really new but rather due to current development and
advances in information and enterprise software technology, it has assumed practical
importance. The root of CRM is relationship marketing, which has the objective of improving
the long-term profitability of customers by moving away from product-centric marketing.
The Pharmaceutical industry is struggling for developing and maintaining the relation with
the customers. This company also facing the same problem, so the current study is
undertaken to find out the reasons and rectify the problem.

3.2 SCOPE OF THE STUDY

This study is limited to the customers with in Hyderabad. The study will be able to
reveal the preferences, needs, satisfaction of the customers regarding the pharma industry
services, It also help pharma industrys to know whether the existing products or services
they are offering are really satisfying the customers needs.

3.3 STATEMENT OF THE PROBLEM

Customer relationship management is very essential to the companies. Companys should
measure the customers satisfaction and needs to find the possible remedies(medical products)
17

to counteract the competition and to achieve necessary structural changes of from with
appropriate strategies. The Pharmaceutical industry is struggling for developing and
maintaining the relation with the customers for that, sales representatives are trying to
develop relation with all the stakeholders viz. Doctors and Retailers i.e. Chemist. Present
research highlights relationship between each customer in pharmaceutical marketing and the
use of relationship for business development.

3.4 OBJECTIVES OF THE STUDY

To analyze and evaluate the Consumer Relationship level towards the different
services rendered by the granules India limited.
To find out the differences among perceived service and expected service.
To evaluate the process efficiency in customer query
To access the degree of satisfaction of the customers

3.5 Hypothesis
Service levels do have influence customer relationship management
Process efficiency in customer query do have influence on customer relationship
management

3.6 RESEARCH DESIGN & DATA COLLECTION

3.6.1 RESEARCH DESIGN:
A spellbinding study tries to find answers to the inquiries who, what, when, where, and, once
in a while, how. The specialist endeavors to portray or characterize a subject, frequently by
making a profile of gathering of issues, individuals, or occasions. Such studies may include
the accumulation of information and the formation of a circulation of the quantity of times
the analyst watches a solitary Event or trademark (the examination variable), or they may
include relating the association of two or more variables. Associations that keep up databases
of their workers, clients, and suppliers as of now have critical information to lead distinct
studies utilizing interior data. However numerous organizations that have such information
records don't dig them routinely for the basic leadership understanding they may give.

This spellbinding study is prominent in business research in view of its adaptability crosswise
over orders. In for-benefit, not-for-benefit and government associations, clear examinations
have a wide speak to the overseer and strategy expert for arranging, observing, and assessing.
18

In this setting, how addresses address issues, for example, amount, cost, proficiency, viability,
and ampleness. Graphic studies might have the potential for drawing intense inductions. A
spellbinding concentrate, in any case, does not clarify why an occasion has happened or why
the variables associate the way they do.
SAMPLING TECHNIQUE
Convenience sampling method is used for the survey of this project. It is a nonprobability sample. This is the least reliable design but normally the cheapest and easiest to
conduct .In this method Researcher have the freedom to choose whomever they find, thus the
name convenience. Example includes informal pools of friends and neighbors or people
responding to a newspapers invitation for readers to state their position on some public issue.
SAMPLE SIZE
Sample size denotes the number of elements selected for the study. For the present study, 150
respondents were selected at random. All the 150 respondents were the customers of Granules
india limited .in cathedral Branch.
SAMPLING METHOD
A sample is a representative part of the population. In sampling technique, information is
collected only from a representative part of the universe and the conclusions are drawn on
that basis for the entire universe. A convenience sampling technique was used to collect data
from the respondents.
QUESTIONNARIE DESIGN:
The questionnaire consists of 2 types of questions.
i)

open ended

ii)

Closed ended.

OPEN ENDED QUESTION

This refers to a question that has no fixed alternatives to which the answer must confirm. The
respondent answers in his own words and at any length they choose.
CLOSED ENDED QUESTION
It contains those questions in which the respondent is given a limited number of alternatives
responses from which he/she is to select the one that most closely matches his attitude.
19

The fixed alternative questions may be taken in the form of

Dichotomous questions
Multi-choice questions
Dichotomous questions
It refers to one, which offers the respondent a choice between only 2 alternatives and reduces
the issues to its simplest terms.
Multi-choice questions
A multiple-choice question refers to one, which provides several set of alternatives. Multiplechoice questions can be used when an issue has more than two aspects
3.6.2 METHOD OF DATA COLLECTION
To know the reaction, the specialist utilized poll strategy. It has been composed as an
essential examination instrument. Surveys were dispersed to respondents and they were
requested that answer the inquiries given in the poll. The polls were utilized as an
instrumentation strategy, since it is a critical technique for information accumulation. The
accomplishment of the survey technique in gathering the data depends to a great extent on
appropriate drafting. So in the present study inquiries were orchestrated and interconnected
sensibly. The organized poll will lessen both questioners and translators predisposition.
Further, coding and examination was accomplished for every inquiry's reaction to venture
into discoveries, proposals lastly to the decision about the theme.
Sorts OF DATA
Each choice stances one of a kind requirements for data, and pertinent techniques can be
created in view of the data accumulated through exploration. Exploration is the orderly goal
and comprehensive quest for and investigation of certainties significant to the issue Research
plan implies the system of study that prompts the gathering and examination of information.
It is a calculated structure with in which examination is led. It encourages smooth cruising of
different examination operations to make the exploration as viable as could reasonably be
expected.
Essential DATA

20

Essential information are those gathered by the specialist himself surprisingly and therefore
they are unique in character, they are gathered for specific reason. An all around organized
survey was by and by administrated to the chose test to gather the essential information.
Optional DATA
Optional information are those, which have as of now been gathered by some different
persons for their motivation and distributed. Auxiliary information are as a rule fit as a fiddle
of completed items. Two sorts of optional information were gathered for the readiness of the
undertaking work:
Inner Data was produced from organization's pamphlets, manual sand yearly reports
Outside Data, then again, was produced from magazines, research books, intranet and web
(sites).

TOOLS USED FOR ANALYSIS OF DATA

1. Simple percentage analysis
2. Weighted score method
3. Chi- square analysis
SIMPLE PERCENTAGE ANALYSIS
Percentage refers to a special kind of ratio percentage are used to describe relationship.
Percentage=

No. of. Customers

x 100
Total No. of Customers

21

3.7 LIMITATIONS OF THE STUDY

Although the study was carried out with extreme enthusiasm and careful planning
there are several limitations, which handicapped the research vise,
1. Time Constraints:
The time stipulated for the project to be completed is less and thus there are chances
that some information might have been left out, however due care is taken to include
all the relevant information needed.
2. Sample size:
Due to time constraints the sample size was relatively small and would definitely have
been more representative if I had collected information from more respondents.
3. Accuracy:
It is difficult to know if all the respondents gave accurate information; some
respondents tend to give misleading information.
4. It was difficult to find respondents as they were busy in their Schedule and
collection of data was very difficult. Therefore, the study had to be carried out based
on the availability of respondents.
5. The respondents pay the little time for answering questions.
6. The sample taken was very small the compare with total number of customer.
7. The study was limited to the capabilities and willingness of the respondents in
approximately answering the questions.
8. The respondents spending the little time for answering questions.
9. The sample taken was very small when compared with the total number of
customers.
10. The study is limited to the capabilities and willingness of the respondents in
approximately answering the questions.

4. DATA ANALYSIS & INTERPRETATION

22

Analysis is the process of placing the data in an ordered form, combining them with
the existing information and extracting the meaning from them. In other words analysis is an
answer to the questions what message is conveyed by each group of the data which are
otherwise raw facts are unable to give meaning full information. A raw data become
information only when they are analysed and put in a meaning form.
INTERPRETATION
Interpretation is a process of relating various bits of information to existing
information. Interpretation attempts to answer well, what relation existing between the
findings to research objectives and hypothesis framed for the study in the beginning.

1. Are you using Granules India products?

TABLE 4.1
SL. NO

OPINION

NUMBEROF
RESPONDENTS

PERCENTAGE
RESPONDENTS

YES

126

84%

NO

24

16%

TOTAL

150

100%

23

OF

Interpretation: From the above table it is inferred that 84% of the respondents are choosing
Granules India products and very few of about 16% prefer other products. The reason for few
of the retailers not using Granules India Products is not having awareness.

2. How long have you been using Granules India Limited products?
TABLE 4.2
SL. NO

1
2
3

PARTICULARS

NUMBER OF

PERCENTAGE OF

RESPONDENTS

RESPONDENTS

18

12%

96

57%

8 years above

36

24%

Total

150

100%

0-4 years
4-8 years

CHART 4.2

24

PERCENTAGE OF RESPONDENTS
4-8 years

60%

; 57%

50%
40%

PERCENTAGE OF
RESPONDENTS

30%

8 years above; 24%

20%
0-4 years ; 12%
10%
0%

0-4 years

4-8 years

8 years above

Interpretation: From the above table it could be inferred that 57% of the respondents are
using from 4-8 years and only 24% are using from above 8 years, 12% are using from 0-4
years. Most of the retailers are in between 4-8 years of using Granules India products and
very few are belongs to below 4 years. The reason for the new retailers are getting the
feedback from the old retailers of Granules India products that was the reason they are
entered in to Granules India products.

3. How is the relational ship between the retailers and the Granules India limited?
TABLE 4.3
SL. NO

OPINION

NUMBER OF
RESPONDENTS

PERCENTAGE OF
RESPONDENTS

Best

24

16%

Better

93

62%

good

30

20%

Poor

2%

Total

150

100%

25

CHART 4.3

OPINION
70

better ; 62

60
50
40
30
20

good; 20

best; 16

10

Poor; 2

best

better

good

Poor

Interpretation: From the above table it could be inferred that 62% of the respondents are
rate Granules India limited products as better and 16% of the respondents rate the products
are best, 20% of the respondents rate the products are good, Only 2% of the people rate
Granules India limited products as Poor. Very less number of retailers are feeling bad with the
relationship of the company. The reason is delivering products are not delivering in time.

4. Do you find Granules Indias products is useful and beneficial?

TABLE 4.4
SL. NO

REFERRING
GRANULES INDIA
LIMITED.

NUMBER OF
RESPONDENTS

PERCENTAGE OF
RESPONDENTS

Yes

114

76%

No

27

18%

Cant say

6%

Total

150

100%

CHART 4.4

26

Chart Title
80%

Yes; 76%

70%
60%
50%

Series 3

40%
30%
No; 18%

20%

cant say; 6%

10%
0%
Yes

No

cant say

Interpretation: From the above table it is inferred that 76% of the respondents are ready to
refer Granules India limited, 18% of respondents are not ready to refer Granules India
limited, Only 6% of respondents are not sure what to do. Some of the retailers saying that
Granules India products are useful & beneficial while compare to other competing products
like Dr.reddys, Cipla etc. to words the features and all. But the reason is Expiry time period
of the products are giving less.

5. Granules India Limited provide efficient products than other companies?

TABLE 4.5
SL. NO

OPINION

NUMBER OF
RESPONDENTS

PERCENTAGE OF
RESPONDENTS

Strongly agree

26

17%

Agree

83

55%

Average

20

12%

12

9%

Strongly disagree

7%

Total

150

100%

4
5

Disagree

CHART 4.5
27

Chart Title
60%

agree; 55%

50%
40%
30%
Strongly agree; 17%
20%

average; 12%

10%

Series 3
disagree;
9%
Strongly
disagree; 7%

0%

Interpretation: From the above table it is inferred that 17% of respondents are opining
Granules India limited is providing efficient product, 55% of respondents are saying it is
providing good products, 12% are satisfied and 9% are saying Granules India products are
not sufficient. The reason for 16% of retailers saying Granules India Limited do not provide
efficient products is they are concentrating on limited products. But these category of retailers
want the company to concentrate on many more products and alternatives.

6. Does our Granules India limited come into mind when you think of good customer
relationship?
TABLE 4.6
PURITY OF GOLD OFFERED IN GRANULES INDIA LIMITED.
SL. NO

OPINION.

NUMBER OF
RESPONDENTS

PERCENTAGE OF
RESPONDENTS

Yes

129

85%

No

21

15%

Total

150

100%

CHART 4.6

28

PERCENTAGE OF RESPONDENTS
90%

Yes; 85%

80%
70%
60%

PERCENTAGE OF
RESPONDENTS

50%
40%
30%
20%

No; 15%

10%
0%

Yes

No

Analysis: From the above table it is inferred that 85% of the respondents believe that the
Granules India limited comes to their mind when they think of good customer relationship.
But 15% are saying there is a poor customer relationship with Granules India limited as they
are not happy with availability of products in corner areas.

7. The company takes proactive steps to address issues identified through customer
satisfaction?
TABLE 4.7
SL. NO

OPINION

NUMBER OF

PERCENTAGE OF

RESPONDENTS

RESPONDENTS

Yes

116

77%

No

34

23%

Total

150

100%

CHART 4.7

29

PERCENTAGE OF RESPONDENTS
90%
80%

Yes; 77%

70%
60%

PERCENTAGE OF
RESPONDENTS

50%
40%
30%

No; 23%

20%
10%
0%

Yes

No

Analysis: From the above table it is inferred that 77% of the respondents are saying that
company takes proactive steps. As Granules India limited is always taking proactive steps to
address issues. But in some cases they are not implementing because of cost effectiveness.

8. How do you rate the products and services offered by Granules India Limited than others?
TABLE 4.8
SL. NO

OPINION

NUMBER OF
RESPONDENTS

PERCENTAGE OF
RESPONDENTS

Excellent

100

67%

better

35

23%

good

10

7%

Poor

3%

Total

150

100%

30

CHART 4.8

opinion
80%
70%

Excellent; 67%

60%
50%
40%
30%

Better; 23%

20%
good; 7%

10%
0%

Excellent

Better

good

Poor; 3%
Poor

Interpretation: From the above table it could be inferred that 67% of the respondents rate
the products and services Excellent, 23% of the respondents are saying the products and
services better and 7% of the respondents are saying the products and service good, 3% are
saying the products and service is poor. The reason is such retailers are expecting some
additional services like scratch cards, coupons, bonus etc.

9. Granules India limited corporate strategy gives importance to a customers needs?

TABLE 4.9
SL. NO

OPINION

NUMBER OF
RESPONDENTS

PERCENTAGE OF
RESPONDENTS

Agree

103

69%

Disgree

36

24%

Cant say

11

7%

Total

150

100%

31

PERCENTAGE OF RESPONDENTS
80%
70%

Agree ; 69%

60%
50%

PERCENTAGE OF
RESPONDENTS

40%
30%

Disgree; 24%

20%
Cant say; 7%

10%
0%

Agree

Disgree

Cant say

CHART 4.9

Analysis: From the above table it is inferred that 69% of the customers says that companys
corporate strategy gives importance to a customers needs. The reason is company is not
giving priority to customer needs in exceptional drugs. So a more dissatisfaction is there
among few customers.

10. You are facing any problems with Granules India Limited?
TABLE 4.10
SL. NO

OPINION

NUMBER OF
RESPONDENTS

PERCENTAGE OF
RESPONDENTS

Yes

23

21%

No

117

73%

None

10

6%

Total

150

100%

32

CHART
4.10

Interpretation: From the above table it is inferred that 73% of the respondents are saying
that there is no problems with Granules India limited, 21% of the respondents are saying that
there is problems. Little number of respondents are facing some problems with Granules
India limited with respect to in time supply chain management.

11. Will you suggest Granules India Limited products to your friends/relatives?

TABLE 4.11
SL. NO

OPINION

NUMBER OF

PERCENTAGE OF

RESPONDENTS

RESPONDENTS

Yes

115

76%

No

35

24%

Total

150

100%

CHART 4.11

PERCENTAGE OF RESPONDENTS
80%

Yes; 76%

70%
60%
50%

PERCENTAGE OF
RESPONDENTS

40%
30%

No; 24%

20%
10%
0%

Yes

No

33

Interpretation: From the above table it is inferred that 76% of the respondents suggest
Granules India Limited products to their friends/relatives , 24% of respondents are not
suggest to their friends/relatives. The reason is high cost rate of the products the retailers are
not suggested to others.

12. Granules India limited actively seek out customer comments and complaints?
TABLE 4.12
SL. NO

OPINION

NUMBER OF
RESPONDENTS

PERCENTAGE OF
RESPONDENTS

Yes

120

80%

No

30

20%

Total

150

100%

CHART 4.12

34

Chart Title
90%
80%

Yes; 80%

70%
60%
Series 3

50%
40%
30%

No; 20%

20%
10%
0%
Yes

No

Interpretation: From the above table it could be inferred that 80% of the respondents are
agree Company actively seek out retailers comments and complaints, 20% of the respondents
are disagree company actively seek out retailers comments and complaints. The Granules
India limited company is taking feedback regularly from the client. But in the process of
implementation they are doing some wrong steps what actually they get it from the markets,
this makes unhappy to the retailers.
13. Does the company customize their product or service according to the customer needs?
TABLE 4.13
SL. NO

1
2

OPINION

NUMBER OF

PERCENTAGE OF

RESPONDENTS

RESPONDENTS

Yes

130

87%

No

20

13%

Total

150

100%

CHART 4.13

35

Chart Title
100%
Yes; 87%

90%
80%
70%
60%

Series 3

50%
40%
30%
20%

No; 13%

10%
0%
Yes

No

Interpretation: From the above table it is inferred that 87% of the respondents are the
company customize their product or service according to the retailers needs, 13% of the
respondents saying not customize their product or service. the Granules India limited always
look into the particular products modification but not that focused on the services
segmentation, this leads unhappy to the retailers, they need more unique services.

14. The company conduct customer satisfaction surveys?

TABLE 4.14
SL.

OPINION

NO

NUMBER OF

PERCENTAGE OF

RESPONDENTS

RESPONDENTS

Yes

118

79%

No

32

21%

Total

150

100%

CHART 4.14

36

Chart Title
90%

Yes; 79%

80%
70%
60%

Series 3

50%
40%
30%

No; 21%

20%
10%
0%

Yes

No

Interpretation: From the above table it could be inferred that 79% of the consumers says
that

Granules India limited conducting customer satisfaction surveys. occasionally the

Granules India limited company is conducting customer satisfaction surveys but the
customers are expecting very frequent surveys to reach their desirable needs with respect to
the products.

5.1 FINDINGS
84% of the respondents are choosing Granules India products and very few of about 16%
prefer other products. The reason for few of the retailers not using Granules India
Products is not having awareness.
57% of the respondents are using from 4-8 years and only 24% are using from above 8
years, 12% are using from 0-4 years. Most of the retailers are in between 4-8 years of
using Granules India products and very few are belongs to below 4 years. The reason for
the new retailers are getting the feedback from the old retailers of Granules India products
that was the reason they are entered in to Granules India products.
62% of the respondents are rate Granules India limited products as better and 16% of the
respondents rate the products are best, 20% of the respondents rate the products are good,
37

Only 2% of the people rate Granules India limited products as Poor. Very less number of
retailers are feeling bad with the relationship of the company. The reason is delivering
products are not delivering in time.

76% of the respondents are ready to refer Granules India limited, 18% of
respondents are not ready to refer Granules India limited, Only 6% of
respondents are not sure what to do. Some of the retailers saying that
Granules India products are useful & beneficial while compare to other
competing products like Dr.REDDYS, CIPLA etc. to words the features and all.
But the reason is Expiry time period of the products are giving less.

17% of respondents are opining Granules India limited is providing efficient product,
55% of respondents are saying it is providing good products,12% are satisfied and 9% are
saying Granules India products are not sufficient. The reason for 16% of retailers saying
Granules India Limited do not provide efficient products is they are concentrating on
limited products. But these category of retailers want the company to concentrate on
many more products and alternatives.
85% of the customers believe that the Granules India limited comes to their mind when
they think of good customer relationship. But 15% are saying there is a poor customer
relationship with Granules India limited as they are not happy with availability of
products in corner areas.
77% of the customers are saying that company takes proactive steps. As Granules India
limited is always taking proactive steps to address issues. But in some cases they are not
implementing because of cost effectiveness.
67% of the respondents rate the products and services Excellent, 23% of the respondents
are saying the products and services better and 7% of the respondents are saying the
products and service good, 3% are saying the products and service is poor. The reason is
such retailers are expecting some additional services like scratch cards, coupons, bonus
etc.69% of the respondents says that companys corporate strategy gives importance to
a customers needs
69% of the customers says that companys corporate strategy gives importance to
a customers needs. The reason is company is not giving priority to customer needs in
exceptional drugs. So a mere dissatisfaction is there among few customers.
73% of the respondents are saying that there is no problems with Granules India limited,
21% of the respondents are saying that there is problems. Little number of respondents
are facing some problems with Granules India limited with respect to in time supply chain
management.

38

 76% of the respondents suggest

Granules India Limited products to their

friends/relatives, 24% of respondents are not suggest to their friends/relatives. The reason
is high cost rate of the products the retailers are not suggested to others.
80% of the respondents are agree Company actively seek out retailers comments and
complaints, 20% of the respondents are disagree company actively seek out retailers
comments and complaints. The Granules India limited company is taking feedback
regularly from the client. But in the process of implementation they are doing some
wrong steps what actually they get it from the markets, this makes unhappy to the
retailers.
87% of the respondents are the company customize their product or service according to
the retailers needs, 13% of the respondents saying not customize their product or service.
the Granules India limited always look into the particular products modification but not
that focused on the services segmentation, this leads unhappy to the retailers, they need
more unique services,
79% of the consumers says that Granules India limited conducting customer satisfaction
surveys. Occasionally the Granules India limited company is conducting customer
satisfaction surveys but the customers are expecting very frequent surveys to reach their
desirable needs with respect to the products.

5.2 SUGGESTIONS
With regard to pharama industrying products and services, customers respond at different
rates, depending on the consumers characteristics. Hence I Granules India Limited .should
try to bring their new product and services to the attention of potential early adopters.

Due to the intense competition in the financial market, Granules India Limited. Should

adopt better strategies to attract more customers.

Granules India Limited .should adopt effective promotional strategies to increase the

awareness level among the customers.

Granules India Limited. Should ask for their consumer feedback to know whether the
customers are really satisfied or dissatisfied with the service and product of the pharama

39

industry. If they are dissatisfied, then the reasons for dissatisfaction should be found out
and should be corrected in future.

5.3 CONCLUSION
The project entitled THE STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT
IN GRANULES INDIA LIMITED . has helped me in studying satisfaction about services
and products offered to customers. I additionally contemplated the practices, methodologies
and innovations that organization use to oversee and dissect the client communication and
information all through the client life cycle, with the objective of enhancing business
associations with clients, helping with client connection and driving Since the opening up of
the pharama industrying part, private pharama industrys are in the brawl every one attempting
to cover more piece of the pie than the other. However, Granules India Limited is a long ways
behind from different organizations.

40

I am certain the pharama business will discover my discoveries applicable and I truly trust it
utilizes my proposals enrolled, which I trust will take them miles in front of rivalry

1. Do you are using Granules India products?

a) Yes

b) No

2 .How long have you been using Granules India Limited products?
a) 0-4 years

b) 4-8 years

c) 8 years above

3. How is the relationship between the customer and the company?

a) Best

b) Better

c) Good

d) poor

4. Do you find Granules Indias products is useful and beneficial?

41

a) Yes

b) No

c) cant say

5. Granules India Limited provide efficient products than other companies?

a) Strongly agree

b) Agree

c) Average d) Disagree e) Strongly disagree

6. Does our Granules India limited come into mind when you think of good customer
relationship?
a) Yes

b) No

7. Dose Granules India limited takes proactive steps to address issues identified
through customer satisfaction?
a) Yes

b) No

8. How do you rate the products and services offered by Granules India Limited than
others?
a) Excellent

b) Better

c) Good

d) Poor

9. Granules India limited corporate strategy gives importance to a customers needs?

a) Agree

b) Disagree

c) Cant say

10. Specify any drawbacks/ problems that you faced with Granules India Limited?
a) Yes

b) No

c) Cant say

11. Will you suggest Granules India Limited products to your friends/relatives?

a) Yes

b) No

12. Granules India limited actively seek out customer comments and complaints?
a) Yes

b) No

13. Does the Granules India limited customize their product or service according to
the customer?
42

a) Yes

b) No

14. The company conduct customer satisfaction surveys?

a) Yes

b) No

43