Customer Relationship Management

(NESTLE)
NESTLE

PREPARED AND PRESENTED BY:-

SHVETA BHATIA
VARUN JOSHI
SUNNY GROVER
VISHAKH VARUN
WASEEM AHMAD
SHIKHA VERMA
 f b u s i n ess
b i n at ion o
b y a s a com p a n y ’s
defin e d d a co m
c t , C R M i s
n d e rs ta n
h e y d o , and
k e t i n g aspe t s e e ks to u ar e , w h at t
ar ha ey
From m d technology t tive of who th
ro c e s s an e p e rs p ec
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e y
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TYPES OF CRM:-
1.OPERATIONAL
2. ANALYTICAL
1+2 =CAMPAIGN MGMT
 FEATURES OF CRM

These can be differentiated in following 4 parts :-

Front office operations Back office operations

Business relationships Analysis

• Nestle's relationship with India started in1912, when
it began trading as The Nestle Anglo-Swiss Condensed
Milk Company (Export) Limited, importing and selling
finished products in the Indian market.
• Nestle is the world's largest and most diversified food
company.
• It has around 2,50,000 employees worldwide,
operated 500 factories in approximately 100 countries
and offers over 8,000 products to millions of
consumers universally.
• Some of the famous brands of Nestle are NESCAFE,
MAGGI, MILKYBAR, MILO, KIT KAT, BAR-ONE,
MILKMAID, NESTEA, NESTLE Milk, NESTLE SLIM Milk,
NESTLE Fresh 'n' Natural Dahi and NESTLE Jeera Raita
NESTLE and CRM
 CRM OBJECTIVE - NESTLE

• Building a Relationship….

Customer Relations Marketing

means deepening the
relationship with consumers,
which involves extra effort in
talking to and listening to
them regularly.
 Getting Feedback

The Nestlé Care Center is an important channel in the dialogue with

consumers to welcome feedback.

In attending to product complaints, Nestlé’s protocol includes visits by

field representatives to consumers’ homes, and laboratory analysis of
the products concerned.
 Nestle Embraces Loyalty Scheme
to Reach Buyers
Nestle Food Services and Young's Bluecrest have adopted a CRM programmer
designed to help them get closer to customers in the catering trade.

Foodservice Rewards is a loyalty programmer that allows manufacturers to collect data

on businesses.
 NESTLE DIVISIONS OF CRM

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Enterprise Collaboration Systems

 Transaction Processing System

•In this segment Nestle process data resulting from business transactions, update
operational databases, and produce business documents. Like they use TPS in sales &
inventory processing and accounting systems. And Nestle use this system to find out the
Point-of-Sales or Sales Data from all over its subsidiaries.
 Process Control Systems
•Nestle use PCS as production control system. Nestle use this system in its food
department. They use electronic sensors linked to computers to continuous monitor
food material processes & made instant (real time) adjustments.
 Enterprise Collaboration Systems

•In this segment Nestle considering Team & Workgroup Collaboration within and outside the
boundaries of the organization. Like e-mail, chat, videoconferencing groupware systems. For
example knowledge workers in a project team may use e-mail to send and receive electronic
messages.
BENEFITS FOR NESTLE-IN USING
CRM-DIAGRAMATIC VIEW
 A major benefit can be the development of better
relations with your existing customers.

which can lead to:

• increased sales through better
timing due to anticipating needs
based on historic trends.
• identifying needs more
effectively by understanding
specific customer requirements.
• cross-selling of other products
by highlighting and suggesting
alternatives or enhancements.
• identifying which of your
customers are profitable and
which are not.
 WHICH CAN FURTHER LEAD TO :-
• Effective targeted
marketing
communications aimed
specifically at customer
needs

• A more personal approach

and the development of
new or improved products
and services in order to
win more business in the
future
WHICH WOULD ULTIMATELY LEAD
TO..

• Enhanced customer satisfaction and retention, ensuring that

your good reputation in the marketplace continues to grow.

• Increased value from your existing customers and reduced cost

associated with supporting and servicing them, increasing your
overall efficiency and reducing total cost of sales.

• Improved profitability by focusing on the most profitable

customers and dealing with the unprofitable in more cost
effective ways.