REPORT ON

CUSTOMER RELATIONSHIP MANAGEMENT WITH RESTPECT TO

POOJA ENTERPRISES.
SUBMITTED BY
ROHAN SINGH KHANI
T.Y.BMS (Semester-V)
SPECIALISATION: MARKETING
Div. A Roll No. 58
*2016-2017*
UNDER THE GUIDANCE OF
PROF. SANGEETHA SHYAM SUNDAR
SUBMITTED TO
UNIVERSITY OF MUMBAI
NIRMALA MEMORIAL FOUNDATION COLLEGE OF
COMMERCE AND SCIENCE
90 FEET ROAD, ASHA NAGAR, THAKUR COMPLEX,
KANDIVALI (E), MUMBAI-400 101.

DECLARATION

I Mr. ROHAN SINGH KHANI of T.Y.BMS (Bachelor Degree of

Management Studies) Semester V, specialization in Marking hereby
declare that I have completed the report on CUSTOMER
RELATIONSHIP MANAGEMENT WITH RESTPECT TO POOJA
ENTERPRISES in the academic year 2016-2017.

The information submitted in the report are true and original and
whenever the matter is collected from published books, magazines
etc., the same is mentioned in the references given.

________________
________________
Date of Submission

(Rohan Singh Khani)

CERTIFICATE
This is to certify that the report titled as "CUSTOMER RELATIONSHIP
MANAGEMENT WITH RESTPECT TO POOJA ENTERPRISES" has

been completed by Mr. Rohan Singh Khani of T.Y.BMS (Semester-V)

examination specialisation in Marketing in academic year 2016-2017.

________________

________________

(Prof. Sangeetha Shyam Sundar)

External Examiner

Project Guide

______________
(Dr. T. P. Madhu Nair)
Principal

(Prof. Dr. Poonam Kakkad)

Program Coordinator

ACKNOWLEDGEMENT
I extend my gratitude to Prof. Sangeetha Shyam Sundar for providing
guidance and support during the course of project. She has been a
great help through the making of the project. I thank the University of
Mumbai for giving me the opportunity to work on such a relevant

topic.
I also to thank the college faculties, the librarian and the
Principal Dr. T. P. Madhu Nair for their help and others who are
indirectly responsible for the completion of this project. In addition I
take this opportunity to thank our BMS Coordinator Prof. Dr. Poonam
Kakkad for being there always to guide me and for extending her full
support.
DateMumbai
_______________
Signature of Student

PREFACE

Currently Im completing a Bachelors degree in Management Studies. Im in

my 3rd year and therefore I have to conduct an internship. The reason I choose
to do my internship in Pooja Enterprises is because I wanted to benefit from the
experience. I wanted a new challenge. I wanted to do internship in interior field,

improve and develop new sets of skills. One of my main goals is to learn
Customer retention. Another goal is that Im planning to Masters program. The
reason I choose Pooja Enterprises for my internship is because my friend works
in the same comapny and co-owns it. It seemed convenient for me knowing that
one of my friend is nearby, someone who can help me and show me the way in
while doing my internship.

In this internship report I will describe my experiences during my

internship period. The internship report contains an overview of the internship
company and the activities, tasks and projects that I have worked on during my
internship. Writing this report, I also will describe and reflect my learning
objects and personal goals that I have set during my internship period.

Chapter 1 : Organization

INTRODUCTION

Customer Relationship Management (CRM) is to create a competitive

advantage by being the best at understanding, communicating, delivering, and
developing existing customer relationships, in addition to creating and keeping
new customers. It has emerged as one of the largest management buzzword.
Popularized by the business press and marketed by the aggressive CRM vendors
as a panacea for all the ills facing the firms and managers, it means different

things to different people. CRM, for some, means one to one marketing while
for others a call center. Some call database marketing as CRM. There are many
others who refer to technology solutions as CRM. If so, what is CRM?

Merchants and traders have been practicing customer relationship for

centuries. Their business was built on trust. They could customize the products
and all aspects of delivery and payment to suit the requirements of their
customers. They paid personal attention to their customers, knew details
regarding their customers tastes and preferences, and had a personal rapport
with most of them. In many cases, the interaction transcended the commercial
transaction and involved social interactions. Even today, this kind of a
relationship exists between customers and retailers, craftsmen, artisans
essentially in markets that are traditional, small and classified as pre-industries
markets. These relationship oriented practices have changed due to industrial
revolution. Businesses adopted mass production, mass communication and mass
distribution to achieve economics of scale. Manufactures started focusing on
manufacturing and efficient operations to cut costs.

Intermediaries like distributors, wholesalers and retailers took on the

responsibilities of warehousing, transportation, distribution and sale to final
customers. This resulted in 3 greater efficiencies and lower costs to
manufacturers but brought in many layers between them and the customers. The
resulting gap reduced direct contacts and had a negative impact on their
relationships.

Technological Advancement

More information, communication and production technologies have helped

marketers come closer to their customers. Firms operating in diverse sectors
ranging from packaged goods to services started using these technologies to

know their customers, learn more about them, and then build stronger bonds
with them through frequent interactions.

Marketers could gain knowledge about customers, which helped them

respond to their needs through manufacturing, delivery, and customer service.
Technology also enabled ordering and product-use related services.

Marketing Benefits of CRM

CRM will gradually reduce organizations dependence on periodic surveys to

gather data. Collection of data related to buying and consumption behaviour
will be an ongoing process. In many cases, the transaction data is automatically

collected sometimes real time as in the e-commerce transaction. This rich

repository of customer information and knowledge updated through regular
interactions and actual customer transactions and purchase behavior will help
marketers to develop and market customer centric products successfully.

Customized promotions-based customer preferences and purchase

patterns will substantially reduce the wasteful expenditure of mass
communication and even direct mailing. As a customized promotion are more
focused and are based on a deeper insight of existing customers, they have a
greater chance of conversion to sales.

After choosing marketing stream in BMS one would have to deal with the
customer in the near future. I got the best opportunity to work in my friends
family business which as the customer relationship manager. Initially the job
was tough as dealing with new customers is not a cakewalk. Having a good

command over my linguistic skills and presence of mind made me more

comfortable at this job.

My resume was quite strong. I was from a CBSE background and had
participated in many other courses to develop my personality. I had earlier
worked with a BPO which gave a slight boost over the other candidates. The
office is nearby my house which makes it very easy to travel and reach on time.
Employers want people that stay in their company and work their way up the
corporate ladder, which I exactly had in me.

The company knew I will stay in the company for a long time and bring
them all the profits and gains. My friend who is the owner made it easier for me
as I spoke to him about my future plans. My positive attitude was much
appreciated by the HR of the company.
WORK CULTURE

Historically, Indian workplaces are hierarchically organized. It is the most

common way of managing and running a company.
The employer is normally addressed as "sir", which implies a barrier between
the employer and employee, which was not really present in Pooja Enterprises.

The relation between the employees and employers is like a family. I referred
my seniors as uncle. There was a casual approach. Employees are free to leave
when their work is done.

The emphasis is more on the quality of work. The growth in

organization is completely based on one's performance and not on their relation
with superiors as it is in a few Companies. If one is good with his work, nothing
can hamper career growth. The employee-employee relationship in Pooja
Enterprises is much more casual. Employees are seen socializing during and
after office hours.

However, many local companies witness a different trend. Most employees tend
to keep their personal and professional lives separate. There are various reasons
why working here is productive. Every indoor space is centrally air conditioned,
in the office. So the working environment is pleasant.

Working hours in Pooja Enterprises are divided in two parts that in turn
enhances productivity. The first set of working hours is from 9 am to 1 pm, and
the second session starts from 4 pm to 8 pm. The three hour rest period helps a
person work more efficiently.

TYPE OF ORGANIZATION

1. Line Organization

Line organisation is the simplest and the oldest type of organisation. It is also
known as scalar organisation or military type of organisation. In the words of

J.M. Lundy, It is characterized by direct lines of authority flowing from the top
to the bottom of the organizational hierarchy and lines of responsibility flowing
in an opposite but equally direct manner.

An important characteristic of such type of organisation is superiorsubordinate relationship. Superior delegates authority to another subordinate
and so on, forming a line from the very top to the bottom of the organisation
structure. The line of authority so established is referred as line authority.
Under this type of organisation authority flows downwards, responsibility
moves upwards in a straight line. Scalar principle and unity of command are
strictly followed in line organisation.

2. Organization Structure

F.W. Taylor, who is better known as the father of scientific management

developed the concept of Functional Organisation. As the very name suggests,

functional organisation implies that the organisation should be based on various

functions. Taylors functional approach is mainly based on principle of
specialization and tries to bring about organisational balance.

The principle of specialisation embodies the concept that both

the workers and the supervisors can develop a higher degree of proficiency by
separating the manual from the mental requirements. Taylor recommended that
there should be functionalisation even at the shop level where workers have to
produce goods. He felt that the usual practice of putting one foreman incharge
of some 40 to 50 workers should be avoided.

3. Matrix Organization

When it comes to matrix structure, the organization places the employees based
on the function and the product. The matrix structure gives the best of the both
worlds of functional and divisional structures.

In this type of an organization, the company uses teams to complete

tasks. The teams are formed based on the functions they belong to (ex:
software engineers) and product they are involved in (ex: Project A). This way,
there are many teams in this organization such as software engineers of project
A, software engineers of project B, QA engineers of project A, etc.

Organization Structure

1. Formal Organization

When the managers are carrying on organising process then as a result of

organising process an organisational structure is created to achieve systematic
working and efficient utilization of resources. This type of structure is known as
formal organisational structure

Formal organisational structure clearly spells out the job to be

performed by each individual, the authority, responsibility assigned to every
individual, the superior- subordinate relationship and the designation of every
individual in the organisation. This structure is created intentionally by the
managers for achievement of organisational goal.

2. Informal Organization

In the formal organisational structure individuals are assigned various job

positions. While working at those job positions, the individuals interact with
each other and develop some social and friendly groups in the organisation. This
network of social and friendly groups forms another structure in the
organisation which is called informal organisational structure.

The informal organisational structure gets created automatically and

the main purpose of such structure is getting psychological satisfaction. The
existence of informal structure depends upon the formal structure because
people working at different job positions interact with each other to form
informal structure and the job positions are created in formal structure. So, if
there is no formal structure, there will be no job position, there will be no
people working at job positions and there will be no informal structure.

TYPES OF PRODUCT & SERVICES OFFERED BY ORGANIZATION

Pooja Enterprises is and interior and civil works company based in Mumbai. It

is a growing company in contracting turnkey project & interior decorator work.

They are also manufactures of modular furniture. The main goal of their
organization is customer satisfaction by Considering time & money. They have
been in this field for the last 15 years. The company is incorporated under
Company's Act, 1956 on 17 April, 2001.

Pooja enterprises undertake all kind of interior, decoration project on

turnkey basis. It covers Carpentry, P.O.P, Civil, Electrical, Plumbing, Air
condition etc. & also manufactures of modular furniture. They undertake and
execute from concept to completion, of any size & time schedule

Values:

We believe in working together as a team in achieving success.

We believe in treating work colleagues and clients with respect & trust.
We strive for effectiveness & high level of productivity in our action & work
performance.
We are committed to act in an ethical & in honest manner.

Services Offered:

Provide services for Turnkey Projects.

Apart from offering individual services for interior and architectural design.
Turnkey services as a single window solution for our clients.
Interior design, documentation, supervision and project management for all our
clients.

Chapter 2: Learning
Objectives

Area of Specialization

Marketing

The Marketing specialization allows students to gain an understanding of how

marketing relates to all the other functions of a business and how to integrate
marketing into everything the business does. The Marketing pathway aims to
promote a comprehensive understanding of the role of marketing management
in consumer, industrial markets and service industries in addition to developing
problem-solving and decision-making capabilities in these fields.

Marketing concepts provide valuable insights into the various

exchange processes involved in consumer, business-to-business, and non-profit
settings, around the globe. The purpose of this is to develop a critical and
analytical approach to marketing managers' tasks within the context of the
organization as a whole.

Program Learning Outcomes

1. Evaluation of marketing opportunities and developing successful strategies.

2. Synthesis of varying marketing, operations, personnel and financial

initiatives.

3. Analysis and positioning of a brand and building equity.

4. Application of classic and leading-edge marketing principals and

theories.

5. Understanding of an in-depth knowledge and specific tools derived from

the modern marketing world.

Customer Relationship Management

1. Operational CRM

It Gives support to Front Office business process (e.g. sales, marketing etc).
(e.g. sales, marketing etc).

Any interaction with customers is stored in customers contact histories, which

the staff can retrieve as necessary.

Gives staff access to important information about the customer, eliminating

need for individually obtaining it from the customer

2. Analytical CRM

Analytical CRM analyzes customer data for a variety of purposes:

Designing and executing targeted marketing campaigns.

Analyzing customer behavior in order to make decisions relating to

products and services (e.g. Pricing, product development).

Management information system (e.g. financial forecasting and customer

profitability analysis)

Analytical CRM generally makes heavy use of data mining.

3. Collaborative CRM

Helps unify information that is collected through various departments

interaction with customers.

Goal is to use information collected by all departments to reduce costs

and improve the quality of services provided by the company

Objectives of the Study

To study CRM system implemented at Pooja Enterprises

To understand the concept of CRM and its role in building customer

base

Chapter 5 : Conclusion

INTERNSHIP EXPERIENCE SUMMARY

The internship for the intern has been very instructive. Pooja Enterprises has
offered the intern opportunities to learn and develop himself in many areas. The
intern gained a lot of experience, especially in the customer relationship
management field. A lot of the tasks and activities that the intern has worked on
during his internship is familiar with what he is studying at the moment. The
intern worked in many areas where he did different work. This gave him the
chance to find out which areas he wants to work in after his education.

The area that he found most interesting is marketing &

communication. By developing a marketing plan, the intern had to do lots of
research where he had to find the best way of relation with a customer. He
learned many things about customer relationships by using and learning about
management tool. As a bonus, he got to experience the customer retention
process. The intern learned how the marketing and promotional activities occur.
He also learned how the administrational process occurs by maintaining contact
with the customer, vendors and partners. Before the internship started his ideas
did not match the experiences that he gained during his internship.

There is a big difference in the college projects and the tasks and activities
during the actual work. In college we learn how to describe the work in projects,

where in work you learn how to implement them in reality. This internship was
definitely an introduction to the actual work field for the intern. He has learned
to work in a business organisation and apply his knowledge into practice. He
learned a lot from the different interns that were working with him during his
internship. Each intern had a different educational background and that made it
interesting for him. By working with them he got to learn from them and
become aware educational background.

His mentor during the internship was Sarvesh Vishwakarma from

whom he learned a lot from during his internship. As a co-owner he has lots of
knowledge in customer relationship management. He has also lots of knowledge
in the working area such as PR, Research, and Finance. He was very helpful and
always willing to give the intern advice and feedback which he appreciates. The
intern has tried to learn as much as possible from him and the fellow intern
during his internship. The interns mentor always time to answer all his questions
concerning the internship.

And as an communication teacher, he also helped the intern a lot by giving him

feedback on how to use communication skills. The intern appreciates all the
advice he gave him during his internship. This internship was definitely
beneficial for the inter and he is grateful and thankful that he got
to experience and learn many things.