Summer Training Report

On

Creating a new Royalty Membership card for the
customers of MMTC
Through customer relationship management



Submitted in partial fulfilment of the requirements of
The
Post Graduate Program

By

TADASHA DAS
Batch: 2010-2012
Roll No: FT-IB-10-856



Inst|tute for Integrated Learn|ng |n Management
Graduate School oI Management
1ULY 2011




DECLARATION FORM


I hereby declare that the Project work entitled ~Creating a new Royalty Membership
card for the customers of MMTC through customer relationship
management submitted by me Ior the Summer Internship during the Post Graduate
Diploma in Management Program to Institute for Integrated Learning in Management,
Greater Noida is my own original work and has not been submitted earlier either to IILM
GSM or to any other Institution Ior the IulIillment oI the requirement Ior any course oI study.
I also declare that no chapter oI this manuscript in whole or in part is liIted and incorporated
in this report Irom any earlier / other work done by me or others.

Place :
Date : Signature oI Student


Name oI Student : TADASHA DAS

Address :

















CERTIFICATE

This is to certiIy that the project work entitled 'Creating a new Royalty
Membership card for the customers of MMTC through customer
relationship management, worked Under is a bonaIide work carried out by
Ms. Tadasha Das, a candidate Ior the PGD-IB (2010-2012) Examination oI IILM
Graduate School oI Management Greater Noida. The project report has been
approved as it satisIies the academic requirements in respect oI project work
prescribed Ior the Post Graduate Program.





Organizational Guide: Mr. Ravi Kishore
Date: Designation: GM, PMD
Organization: MMTC Ltd.
Address: Core-1, 'SCOPE COMPLEX,
Lodhi Road, New Delhi-110 003












ACKNOWLEDGEMENT



I, Tadasha Das, Roll No. FT-IB-10-856, student oI IILM-GSM would like to thank the
employees oI MMTC LTD. LODHI ROAD, NEW DELHI Ior their valuable contribution in
the making oI this project.
I have achieved this training in one oI the most esteemed organization oI the country and I
am extremely thanking Iull Ior their kind permission to undertake its study. I am grateIul to
respected . Mr.Nityanand Sinha (Dy. Manager, PMD) Ior his moral support and
encouragement throughout my project work.
This list will go incomplete without the special reIerence oI the contribution and whole
hearted support oI manager`s and all other staII and department, which truly reIlect their deep
insight into the project and the proIessional touch which is their benchmark.
I would like to thank Dr. Himanshu Mohan (H.O.D) & ProI. Amit Kumar (Faculty) IGSM Ior
guiding me and clearing my doubt Irom time to time.





TADASHA DAS












PREFACE


I did my summer training in MMTC LIMITED. Lodhi Road, New Delhi. I completed my
summer training Ior six weeks. I got training in the study oI 'Creating a new Royalty
Membership card for the customers of MMTC through customer relationship
management. Financial department is also being considered.
Hence I am presenting the training report oI Royalty membership card. All the mistakes and
problems had been careIully removed with the help oI all the managers.
So I am thankIull to all the managers oI MMTC New Delhi.




Tadasha Das
PGDM-IB
IGSM (Greater Noida)

















TABLE OF CONTENT

Sl no.
Title Page no
1 Declaration

2 CertiIicate

3 Acknowledgement

4 PreIace

5 Executive summary

6 Introduction

7 Corporate Objective

8 Shareholding Pattern

9 Products

10 Group companies

11 Social and welIare activities


12 Financial overview

13 Awards and rankings

14 Indian gold scenario

15 Problem statement

16 Research Methodology

17 What is CRM?

18 Why CRM?

19 Why customer loyalty?

20 Loyalty cards

21 Customers survey

22 Introducing lavanya

23 General rules

24 Backend activities

25 Cost centre

26 Functionality/Short messaging service

27 Lavanya Iorm

28 Lavanya cards

29 Conclusion

30 Recommendation



EXECUTIVE SUMMARY

Indian gold sector grooming at a rapid pace and so is the gold retail industry. Many national
and brands are jumping into this sector. MMTC is an Indian brand and it is working as
MMTC Retail India Ltd and organizes regular exhibitions twice in a year. Project have been
done by perIorming a consumer survey among the existing customers oI MMTC. The main
aim was to introduce a new loyalty program Ior the customers according to their preIerences
and interests which they want being a member oI MMTC.

To start with the project we prepared a Questionnaire which was Iilled Irom the existing
customers who have been purchasing Irom MMTC since a long time.. The questionnaire was
got Iilled by the customers to know their responses regarding the beneIits to be given being a
member on MMTC. AIter collecting data Irom above mentioned source comparisons oI the
data was done on Iollowing parameters:-
O Extra beneIits
O Redemption conditions
O Liking & PreIerences
O Customer Experience
O Customer SatisIaction
O Communication Medium