customer relationship management, CRM practices , analytical research , summer internship project

1. 1
A
PROJECT REPORT
ON
“STUDY OF CUSTOMER RELATIONSHIP
MANAGEMENT”
AT
“POOJA INDUSTRIES, AMBAD MIDC, NASHIK”
SUBMITTED TO
SAVITRIBAI PHULE PUNE UNIVERSITY
IN PARTIAL FULFILLMENT OF
THE REQUIREMENT FOR THE AWARD OF DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
SUBMITTED BY
MR. SAURABH BALASAHEB SHETE
UNDER THE GUIDANCE OF
MR. S. D. KHARDE
THROUGH
AMRUTVAHINI COLLEGE OF ENGINEERING, SANGAMNER
(2019-2020)

2. ii
DECLARATION
I am MR.SAURABH BALASAHEB SHETE the of AMRUTVAHINI SHETI AND
SHIKSHAN VIKAS SANSTHA’S AMRUTVAHINI COLLEGE OF ENGINEERING,
SANGAMNER (2019-2020). Solemnly declares that the project work on “TO STUDY
CUSTOMER RELATIONSHIP MANAGEMENT TOWORDS POOJA
INDUSTRIES.PVT.LTD” MIDC-Ambad,, Nasik, Maharashtra –422010 (India) was carried out
by me in the partial fulfillment of the Master of Business Administration Degree ,to the
University of Pune..
This project was undertaken as a part of the academic curriculum according to the University
Rules and Norms and by no commercial interest or motives.
SAURABH BALASAHEB SHETE
DATE :- ……………………………..
PLACE :- ……………………………

3. iii
ACKNOWLEDGEMENT
I wish to acknowledge my sincere gratitude and indebtedness to my Summer Internship Project
guide. MR. S. D. KHARDE of Amrutvahini College of Engineering, Department of MBA, Sangamner
for his valuable guidance and constructive suggestions in the preparation of project report.
I extend my gratitude to MR. NILESH PAWAR and all my colleagues, friends for their
encouragement, support, guidance and assistance for undergoing industrial training and for preparing
the project report.
I extend my special gratitude to our beloved Principal Dr. M. A. Venkatesh and In charge H.O.D.
Dr. S. B. Sethi, for inspiring me to take up this Summer Internship Project.
Date:-
Place:- SAURABH BALASAHEB SHETE

4. iv
EXECUTIVE SUMMERY
Today era is the era of competition even if, any human being wants to
stand in the life he/she has to struggle for that going ahead in life us for different I
the same way the organization have to struggle even for the survival,
development, &growth.
With great pleasure, I undertake the writing of this report of the summer
training, because it is fact to be proud that who is presently undertaking education
in the field of business administration, which is being often at postgraduate level.
As a student of management, I must be encouraged by the growth & rapid
development taken place in the corporate sector in India. Still recently
management growing baby, keeping in the mind the ever development field of
management & the great demand of management. The university has arranged for
fulfill paper an industrial training in the field of marketing.
Thus it is our moral & obligatory duty to take this part of our study with
great enthusiasm seriousness & give it due important.
The project “A Study Of Customer Relationship Management” provide to
information, which will help to make some important chance in network to
achieve the objective of company.

5. 6
INDEX
CHAPTER
NO.
CHAPTER NAME PAGE NO.
1. Introduction 01
2. Industry Profile 05
3. Company Profile 08
4. Theoretical Background of the study 25
5. Research Methodology
5.1.Introduction
5.2.Research Objective
5.3.Scope of the study
5.4.Researchdesign
5.4.1 Data sources & data collection methods
5.4.2 Data collection instrument
5.5.SamplingDesign
5.5.1.Population
5.5.2. Sampling Unit
5.5.3. Sampling Technique
5.5.4. Sampling size
5.6.Data analysis tools and techniques
5.7. Limitations of the project
34
6. Data Analysis and Interpretation 37
7. Findings
Conclusions
Suggestions
48
8. Bibliography 51
9. Annexure 52

6. 7
INTRODUCTION
Customer Relationship Management
Business people started using the term Customer Relationship Management (CRM) since the
early 1990s when the concept of business started to change from being transactional to
relational. CRM directly contributes towards customer benefits and the growth of businesses
Information Technology plays a very critical role in identifying, acquiring, and retaining the
customers, and thereby managing a healthy relationship with them Here in this chapter, we
will discuss the very basics of CRM.
What is CRM?
There can be multiple definitions of CRM from different perspectives −
 From the viewpoint of the Management, CRM can be defined as an organized
approach of developing, managing, and maintaining a profitable relationship with
customers.
 By equating the term with technology, the IT organizations define CRM as software
that assists marketing, merchandising, selling, and smooth service operations of a
business.
 As per Francs Bottle, World‟s first professor of CRM, it is the core business strategy
that integrates internal processes and functions, and external networks, to create and
deliver value to a target customer at profit. It is grounded on high quality customer
data and information technology. The primary goal of CRM is to increase customer
loyalty and in turn improve business profitability.
Ingredients of CRM
Take a look at the following illustration. It shows the ingredients that work together to form a
successful CRM system.
Here are some of the important ingredients of CRM −
 Analytics − Analytics is the process of studying, handling, and representing data in
various graphical formats such as charts, tables, trends, etc., in order to observe
market trends.
 Business Reporting − Business Reporting includes accurate reports of sales, customer
care, and marketing.

 Customer Service − Customer Service involves collecting and sending the following

7. 8
customer-related information to the concerned department −
o Personal information such as name, address, age
o Previous purchase patterns.
o Requirements and preferences.
o Complaints and suggestions.
 Human Resource Management − Human Resource Management involves employing
and placing the most eligible human resource at a required place in the business.
 Lead Management − Lead Management involves keeping a track of the sales leads
and distribution, managing the campaigns, designing customized forms, finalizing the
mailing lists, and studying the purchase patterns of the customers.
 Marketing − Marketing involves forming and implementing sales strategies by
studying existing and potential customers in order to sell the product.
 Sales Force Automation − Sales Force Automation includes forecasting, recording
sales, processing, and keeping a track of the potential interactions.
 Workflow Automation − Workflow Automation involves streamlining and scheduling
various processes that run in parallel. It reduces costs and time, and prevents assigning
the same task to multiple employees.

Importance of Customer Relationship Management
Customer Relationship management is the strongest and the most efficient approach in
maintaining and creating relationships with customers. Customer relationship management is
not only pure business but also ideate strong personal bonding within people. Development of
this type of bonding drives the business to new levels of success.
Once this personal and emotional linkage is built, it is very easy for any organization to
identify the actual needs of customer and help them to serve them in a better way. It is a
belief that more the sophisticated strategies involved in implementing the customer
relationship management, the more strong and fruitful is the business. Most of the
organizations have dedicated world class tools for maintaining CRM systems into their
workplace. Some of the efficient tools used in most of the renowned organization are
BatchBook, Salesforce, Buzzstream, Sugar CRM etc.
Looking at some broader perspectives given as below we can easily determine why a
CRM System is always important for an organization:-

8. 9
• A CRM system consists of a historical view and analysis of all the acquired or to be
acquired customers. This helps in reduced searching and correlating customers and to foresee
customer needs effectively and increase business.
• CRM contains each and every bit of details of a customer, hence it is very easy for track a
customer accordingly and can be used to determine which customer can be profitable and
which not
• In CRM system, customers are grouped according to different aspects according to the type
of business they do or according to physical location and are allocated to different customer
managers often called as account managers. This helps in focusing and concentrating on each
and every customer separately.
• A CRM system is not only used to deal with the existing customers but is also useful in
acquiring new customers. The process first starts with identifying a customer and maintaining
all the corresponding details into the CRM system which is also called an „Opportunity of
Business‟. The Sales and Field representatives then try getting business out of these
customers by sophistically following up with them and converting them into a winning deal.
All this is very easily and efficiently done by an integrated CRM system.
• The strongest aspect of Customer Relationship Management is that it is very cost-effective.
The advantage of decently implemented CRM system is that there is very less need of paper
and manual work which requires lesser staff to manage and lesser resources to deal with. The
technologies used in implementing a CRM system are also very cheap and smooth as
compared to the traditional way of business.
• All the details in CRM system is kept centralized which is available anytime on fingertips.
This reduces the process time and increases productivity.
• Efficiently dealing with all the customers and providing them what they actually need
increases the customer satisfaction. This increases the chance of getting more business which
ultimately enhances turnover and profit.

9. 10
• If the customer is satisfied they will always be loyal to you and will remain in business
forever resulting in increasing customer base and ultimately enhancing net growth of
business.
In today‟s commercial world, practice of dealing with existing customers and thriving
business by getting more customers into loop is predominant and is mere a dilemma.
Installing a CRM system can definitely improve the situation and help in challenging the new
ways of marketing and business in an efficient manner. Hence in the era of business every
organization should be recommended to have a full-fledged CRM system to cope up with all
the business needs.

10. 11
INDUSTRY PROFILE
Introduction
The Indian Engineering sector has witnessed a remarkable growth over the last few years
driven by increased investments in infrastructure and industrial production. The engineering
sector, being closely associated with the manufacturing and infrastructure sectors, is of
strategic importance to India‟s economy.
India on its quest to become a global superpower has made significant strides towards the
development of its engineering sector. The Government of India has appointed the
Engineering Export Promotion Council (EEPC) as the apex body in charge of promotion of
engineering goods, products and services from India. India exports transport equipment,
capital goods, other machinery/equipment and light engineering products such as castings,
forgings and fasteners to various countries of the world. The Indian semiconductor industry
offers high growth potential areas as the industries which source semiconductors as inputs are
themselves witnessing high demand.
India became a permanent member of the Washington Accord (WA) in June 2014. The
country is now a part of an exclusive group of 17 countries who are permanent signatories of
the WA, an elite international agreement on engineering studies and mobility of engineers.
Market size
Turnover of capital goods industry is estimated to have reached US$ 70 billion in 2018.India
exports its engineering goods mostly to the US and Europe, which accounts for over 60 per
cent of the total exports. Engineering exports for the period of FY19 were US$ 76.20 billion
as against US$ 65.23 million in the same period previous year. Exports of electrical
machinery and equipment grew at a CAGR of 7.00 per cent during FY10-19 to reach US$ 6.7
billion in FY19. The figure stood at US$ 1.28 billion for Apr-May 2019.
The electrical equipment industry observed a witnessed a record seven-year high growth of
12.8 per cent in 2018-19, on the back of increase in government spending on rural and
household electrification schemes and programs to improve power distribution. Construction
equipment industry of India is expected to grow over 18 per cent in 2019-20.
Investments
The engineering sector in India attracts immense interest from foreign players as it enjoys a
comparative advantage in terms of manufacturing costs, technology and innovation. The
above, coupled with favorable regulatory policies and growth in the manufacturing sector has
enabled several foreign players to invest in India.

11. 12
The Foreign Direct Investment (FDI) inflows into India's miscellaneous mechanical and
engineering industries during April 2000 to June 2019 stood at around US$ 3.45 billion, as
per data released by the Department of Industries Policy and Promotion (DIPP).
In the recent past there have been many major investments and developments in the
Indian engineering and design sector:
 Schneider Electric and Temasek acquired Larsen & Toubro‟s (L&T) electrical and
automation business in May 2019.
 The Indian engineering sector is divided into two major segments - heavy engineering
and light engineering. The capital turnover in India is estimated at US$ 70 billion in
2018 and is expected to grow to US$ 115.17 billion by 2025. Likewise, electrical
equipment production is expected to reach US$ 100 billion by FY 2021-22 from
US$ 27.3 billion in 2018-19. Comparative advantage vis-à-vis peers in terms of
manufacturing costs, market knowledge, technology and creativity has been a driving
force for engineering exports from India. Engineering exports from India grew 16.81
per cent to US$ 76,204.38 million in FY19 from US$ 65,239.19 million in FY18.
Engineering exports during Apr-Aug 2019 stood at US$ 33.56 billion.
 Construction equipment industry recorded sales of 78,109 and 66,613 units of
construction equipment in 2018 and 2017 respectively. Construction equipment sales
are expected to grow to 90,115 in 2019 and further increase to 100,000 units by 2022.
Construction equipment market is projected to reach US$ 5 billion by FY20 from
around US$ 4.3 billion in FY19.
 Companies engaged in the engineering sector are virtually on a roll. Capacity creation
in sectors like infrastructure, power, mining, oil & gas, refinery, steel, automotive,
and consumer durables has been driving demand in the engineering sector. Separately,
the approval of significant number of special economic zones (SEZs) across the
country and the development of the Delhi Mumbai Industrial Corridor (DMIC) across seven
states is expected to further bolster the engineering sector.
 With 100 per cent Foreign Direct Investment (FDI) allowed through the automatic
route, and initiatives like „Make in India‟, major international players have entered the
Indian engineering sector due to significant growth opportunities available.
Miscellaneous mechanical and engineering industries have received FDI inflows
worth US$ 3,454.46 million during April 2000 to June 2019.

12. 13
Government Initiatives
The Indian engineering sector is of strategic importance to the economy owing to its
intense integration with other industry segments. The sector has been de-licensed and
enjoys 100 per cent FDI. With the aim to boost the manufacturing sector, the
government has relaxed the excise duties on factory gate tax, capital goods, consumer
durables and vehicles.
 In the Union Budget 2019-20, the government allocated US$ 92.22 billion for the
infrastructure sector. Allocation to the defense sector was raised to US$ 45.57 billion
under Union Budget 2019-20. In addition, Make in India policy is being carefully
pursued to achieve greater self-sufficiency in the area of defense equipment including
air-craft.
 The Union Cabinet has approved incentives up to Rs 10,000 crore (US$ 1.47 billion)
for investors by amending the M-SIPS scheme, in order to further incentivize
investments in electronics sector, create employment opportunities and reduce
dependence on imports by 2020.
Road Ahead
Turnover of capital goods industry is expected to increase to US$ 115.17 billion by 2025F.
India‟s engineering R&D market will increase from US$ 28 billion in FY18 to US$ 45 billion
by 2020F. Sales of construction equipment are expected to reach 90,115 and 100,000 in 2019
and 2022, respectively, while the market size of construction equipment industry is expected
to grow from US$ 4.3 billion in FY19 to US$ 5 billion by FY20.
Exchange Rate Used: INR 1 = US$ 0.0149 as of Q1 FY19.

13. 14
COMPANY PROFILE
Pooja Industries
Established in the year 1998 at Nashik, Maharashtra, we “Pooja Industries" are a Sole
Proprietorship based firm, engaged as the foremost Manufacturer of Electrical Circuit
Breaker, Electric Control Panel, FidderPiller, etc. Our products are high in demand due to
their premium quality, seamless finish, different patterns, and affordable prices. Furthermore,
we ensure to timely deliver these products to our clients, through this we have gained a huge
clients base in the market.
Industry Logo:-
Factsheet :
Basic Information
Nature of Business Manufacturer
Company CEO Nanda Aher
Total Number of Employees 26 to 50 Peoples
Year of Establishment 1998
Legal Status of Firm Sole Proprietorship (Individual)
Statutory Profile
GST No. 27ADGPA9596C1ZG
Packaging/payment and Shipment Details
Payment Mode Cash
Credit Card
Cheque
DD
Online
Shipment Mode By Road

14. 15
WHY US?
By providing quality product and having experienced knowledge of the market, we have
been able to attain huge client base.
Factors responsible for our enormous success are as follows:
 In-depth industry knowledge
 Timely completion of orders
 Transparent business dealings
 Qualified and trained team of professionals
 Market leading prices

THE CLIENTS OF POOJA INDUSTRIES ARE: -
i. Mungi Brothers
ii. Orbital Systems
iii. Reliable Autotech Private. Limited.
iv. United Heat Transfer
v. Zenith Metaplast
vi. Supreme Autoshell Private Limited.
vii. Alf Engineering Private Limited.
viii. Neeraj Engineering.
THE EXPERTISE AREAS OF POOJA INDUSTRIES ARE: -

100 % Practical Training.

Advanced and latest technology machines.

Management team with Industrial and Academic Experience.

Quality Control testing facility.

Industrial collaboration for better assistance.


15. 16
AIM OF POOJA INDUSTRIES: -
The motto of Pooja Industries is to strive hard to achieve best supplier status for all its clients
by continually improving all the organizational processes with enhancement of product
knowledge of sales representatives, better quality of products and skills of employees.
LIST OF MACHINES USED IN COMPANY: -
1] VERTICAL MACHINING CENTRE [VMC]: -
The Vertical machining centre have vertically oriented spindles that approach work pieces
mounted on their table from above and commonly perform machining operations. They are
less costly than horizontal machining centres (HMCs), which makes them attractive to small
job shops as well as larger machining operations. In addition, the performance of these

16. 17
machines has increased over the years, leveraging technologies such as high-speed spindles
and advanced CNC capabilities. Vertical
Machining, also known as milling, relies on rotary cutters to remove metal from a work
piece.
USES: -
A vertical machining centre is a machine that is for cutting metal in a desired shape and size
according to customer requirements.
2] PRESS TOOL MACHINE: -
A press tool machine is a machine for shaping or machining metal or other rigid materials,
usually by cutting, boring, grinding are forms of deformation. Press tool machine employ
some sort of tool that does the cutting or shaping. All machine tools have some means of
following the work piece and provide a guided movement of the parts of the machine.
The press tools can be specified as: - 1] Blanking Tool,
2] Trimming Tool
3] Bending Tool
4] Forming Tool
5] Piercing Tool.

17. 18
1] The Blanking Tool: -
The blanking tool is the cheapest, but fastest process in manufacturing and is used to perform
a metal cutting operation. Blanking is the cutting of flat shapes from sheet metal and
produces a component from a single punch where the entire profile is cut in a single stroke.
2] The Trimming Tool: -
The trimming tool will trim an irregular edge. When shells and cups are drawn from flat sheet
metal the remaining edge is irregular and wavy. This is due to the uneven flow of metal.
3] A Bending Tool: -
A bending tool is applied on a simple bend to stampings. One or more bends may be
involved, and a simple bend is completed when the line of the bend is straight.
4] Forming Tools: -
Forming tools are used when it is necessary to apply more complex form to work pieces. The
line of the bend may be curved rather than just straight, and the sheet metal is subject to
deformation or plastic flow.
5] Piercing Tool: -
A piercing tool involves cutting clean holes that result in a scrap block. The operation is also
called die cutting and produce flat components where the die or shaped tool is pressed into
sheet metal and the result is a shearing action that cuts the holes. This tool is used to cut holes
in a variety of materials.
USES: -
A Press tool machine is a machine tool that changes the shape of a work piece by the
application of pressure. The mechanism of the machine is mostly hydraulic and mechanical,
the function is forging presses, stamping presses, press brakes, punch press, etc.

18. 19
3] WIRE CUT MACHINE: -
Wire Cut Machine is a non-traditional machining process that uses electricity to cut any
conductive material precisely and accurately with a thin, electrically charged copper or brass
wire as an electrode. The wire-cut is a discharge machine that uses CNC [Computer
Numerical Control] movement to produce the desired contour or shape. It is a manufacturing
process whereby a desired shape is obtained by using electrical discharges (sparks). Material
is removed from the work piece by a series of rapidly recurring current discharges between
two electrodes, separated by a dielectric liquid and subject to an electric voltage. One of the
electrodes is called the tool-electrode, or simply the "tool" or "electrode," while the other is
called the work-piece electrode, or "work piece." The process depends upon the tool and
work piece not making actual contact.
During the wire cut process, the wire carries one side of an electrical charge and the work-
piece carries the other side of the charge. When the wire gets close to thepart, the attraction of
electrical charges creates a controlled spark, melting and vaporizing microscopic particles of
material. The machine discards the used wire and automatically advances new wire. The
process takes place quickly.
USES: - A wire cut machine performs a non-traditional machining process that uses
electricity to cut any conductive material precisely and accurately with a thin, electrically
charged copper or brass wire as an electrode.

19. 20
4] LATHE MACHINE: -
The lathe is a machine tool which holds the work piece between two rigid and strong
supports called centers or in a chuck or face plate which revolves. The cutting tool is rigidly
held and supported in a tool post which is fed against the revolving work. The normal cutting
operations are performed with the cutting tool fed either parallel or at right angles to the axis
of the work.
A lathe machine is a machine tool which is used to remove metals from a work-piece to give
a desired shape and size. It is a machine that is used to hold the work-piece to perform
various metal removing operations such as turning, grooving, chamfering, knurling, facing,
forming etc. with the help of tools.
USES: -
A lathe machine is a machine tool which is used to remove metals from a work piece to give
a desired shape and size. Lathe machine is used to cut the metal from cylindrical work piece
and convert it into desire shape. It turns the cylindrical work piece, and during turning a sharp
edge cutting tool introduce, which cuts the metal.
Pooja Industries strictly follows a step by step procedure for production and completing
orders of clients, to provide best services to the clients to achieve maximum customer
satisfaction and the process is as follows: -

20. 21
NEW ORDER PROCESS: -
Step 1: - Receipt of Inquiry
Step 2: -Feasibility Study and Quotation
Step 3: - Order Confirmation with 2d and 3d Data
Step 4: - Design Works
Step 5: - Bill of Material
Step 6: - Process Planning
Step 7: - Raw Material Purchase
Step 8: - Checking Plate Size
Step 9: - Design Program
Step 10: - Plate Machining
Step 11: - Final Inspection
Step 12: - Dispatch Order
Mr. Sanjay Mahajan is also owning and manages two more companies other than Pooja
Industries and the company‟s names are as follows: -
1] Pooja Industrial Training Center.
2] Space Laser Private Limited.
1] POOJA INDUSTRIES TRAINING CENTER: -
Pooja Industries Training Center is in same the building where the Pooja Industries is located
i.e. Ambad MIDC, Nashik. The training center offers four various courses related to
machines used for production of machinery components in the Pooja Industries. Pooja
Industries Training Center offers some courses for the students who are pursuing diploma in
engineering, for ITI students and for all industrial operators. The courses offered by the
training center are as follows: -

21. 22
I] CNC/VMC/WIRE CUT OPERATING: -
The concepts that are covered in this course are:
Preparation of part geometry.
Preparing and setting for operation.
Set up of zero-point Displacement.
Optimization of tool path.
Simulation with Dry Run.
Execution of the part program.
Duration of course: -1/3 Months (72 hours).
II] CNC/VMC/WIRE CUT PROGRAMMING: -
The concepts that are covered in this course are: -

Introductions to CNC/VMC/Wire Cut Programming.

Basic technology for CNC/VMC/Wire Cut Programming.

Part program and drawings.

Duration of course: 1/3 Months (72 hours).

22. 23
III] PRESS TOOL DESIGN: -
The concepts covered in this course are as follows: -
 Blank development simple to complex parts.
 Compound tool design.
 Progressive 3D tool design.
 Motion analysis, BOM & drafting (part assembly).
 Duration: 1/3 Months (72 hrs.).
IV] TOOL ROOM TRAINING: -
The concepts covered in this course are as follows: -
Geometry Dimensioning and tolerances.
Tool room assembly.
Duration: 1/3 Months (72 hrs.)
2] SPACE LASER PRIVATE LIMITED
Space Laser Private Limited company is located in C-4, 5, 6 Kartikeya Industrial Premises
Limited, F-03, MIDC Ambad- 422010. The whole area of the company is 3500 sq. ft. the
owners of the company are Mr. Sanjay Mahajan (D.E.E.) with 25 years experience of
electrical contracting and machine shop setup and Mr. Sudhir Shirode (D.M.E.) with 22 years
of experience of sheet metal business.
Space laser private limited is manufacturer of sheet metal component and sub-assembly
required for Automobile, Electrical, Architecture design and Agriculture Industries with the
help of our complete CNC [Computer Numerical Control] machine setup.
Space Laser Company was established in the year 2016 to manufacturing various sheet metal
components and some sub-assemblies for various engineering industries. The company also
manufactures Cable Trays and Control Panels with installation and commissioning of turn-
key project.
THE CLIENTS OF SPACE LASER PRIVATE LIMITED:-
a) Mitra Agro Equipment‟s Pvt. Ltd.
b) Halson Engineering
c) Auto Shell Electromech Pvt. Ltd.
d) Phinix Automation
e) Arma-tech Enterprises
f) GMP Reels India Pvt. Ltd.

23. 24
g) M.D. Industries
LIST OF MACHINES USED IN COMPANY: -
1] CNC LASER CUTTING MACHINE: -
Laser cutting is a technology that uses a laser to cut materials, and is typically used for
industrial manufacturing applications, but is also starting to be used by schools, small
businesses, and hobbyists. Laser cutting works by directing the output of a high-power laser
most commonly through optics. The laser optics and CNC (computer numerical control) are
used to direct the material or the laser beam generated. A typical commercial laser for cutting
materials involved a motion control system to follow a CNC or G-code of the pattern to be
cut onto the material. The focused laser beam is directed at the material, which then either
melts, burns, vaporizes away, or is blown away by a jet of gas, leaving an edge with a high-
quality surface finish. Industrial laser cutters are used to cut flat-sheet material as well as
structural and piping materials.
2]CNC TURRET PUNCH PRESS: -
Punching is a forming process that uses a punch press to force a tool, called a punch, through
the work piece to create a hole via shearing. Punching is applicable to a wide variety of

24. 25
materials that come in sheet form, including sheet metal. Punching is often the cheapest
method for creating holes in sheet materials in medium to high production volumes. A punch
press is a type of machine press used to cut holes in material. It can be small and manually
operated and hold one simple die set, or be very large, CNC operated, with a multi-station
turret and hold a much larger and complex die set. The punch press is used for high volume
production. Cycle times are often measured in milliseconds. Material yield is measured as a
percentage of parts towaste per sheet processed. CAD/CAM programs maximize yield by
nesting parts in the layout of the sheet.
3] CNC PRESS BRAKE-BENDING MACHINE: -
The purpose is to assemble a bend on a work piece. A bends is manufactured by using a
bending tool during a linear or rotating move. Bending is a manufacturing process that
produces a V-shape, U-shape, or channel shape along a straight axis in ductile materials, most
commonly sheet metal. Computer numerically controlled (CNC) bending is a manufacturing
process that is carried out by CNC press brakes (also known as CNC brake presses). These
machines can bend sheet metal work from just a few mm across to sections many meters long
on the largest industrial machine. The opposite is an up forming machine with the bottom
bend moving and the top beam fixed. CNC bending machines are developed for high
flexibility and low setup times. Those machines can bend single pieces as well as small
batches with the same precision and efficiency as series-produced parts in an economical
way.

25. 26
OWNER:-
MR. SANJAY MAHAJAN
(CEO OF POOJA INDSUTRIES)
Pooja Industries was established in the year 2007, which is in Ambad MIDC, Nasik.
Pooja Industries is an ISO 9001-2008 certified company.
Pooja Industries designs and manufactures molds, press tools, jigs, machines components and
fixtures with a quality control testing facility. Mr. Sanjay Mahajan owns and manages Pooja
Industries and is also the president of Laghu Udyog Bharti Nasik District. The company‟s
primary requirements for its customers are accuracy and critical manufacturing with on time
delivery of products.
Pooja Industries uses the latest technology of VMC [Vertical Milling Center] and CNC
[Computer Numerical Control] machines in the manufacturing processes. The software‟s
used for designing the tools are Auto Cad 2009, Del Cam and Catia software is used for 3D
modeling, Drafting, Mold and Press Tool Designing and Reverse Engineering.
Pooja Industries has devoted all its efforts to provide high quality tools and products with
high precision along with competitive pricing in market. The company‟s production plant
manufactures high volume of standard quality of machinery components.

26. 27
ORGANISATION STRUCTURE

27. 28
PRODUCT PROFILE
1] MACHINING COMPONENT (VMC & WIRE CUT): -
Machining is a part of the manufacture of many metal products, but it can also be used on
materials such as wood, plastic, ceramic, and composites. A person who specializes in
machining is called a machinist. A room, building, or company where machining is done is
called a machine shop. Much of modern-day machining is carried out by computer numerical
control (CNC), in which computers are used to control the movement and operation of the
mills, lathes, and other cutting machines. Machining consists of various processes in which a
piece of raw material is cut into a desired final shape and size by a controlled material-
removal process. The processes that have this common theme, controlled material removal,
are today collectively known as subtractive manufacturing, in distinction from processes of
controlled material addition, which are known as additive manufacturing.
2] JIGS: -

28. 29
V Jig (tool) is defined as a device which holds and positions the work, locatesor guides the
cutting tool about the work-piece and usually is not fixed to the machine table. In simple
terms, the jig is a tool that guides the cutting tool. The most common type of jig is the drill
jig, which guides the drill bit for creating holes at desired locations. Using drill jigs increases
production rate drastically by eliminating the time spent using a square scriber, height gauge,
center etc. A jig's primary purpose is to provide repeatability, accuracy, and interchange
ability in the manufacturing of products. A jig is often confused with a fixture; a fixture holds
the work in a fixed location. A device that does both functions (holding the work and guiding
a tool) is calleda jig.
3] FIXTURES: -
Fixtures are used to securely located in a position in a specific location and support the work,
ensuring that all parts produced using the fixture will maintain conformity and
interchangeability. Using a fixture improves the economy ofproduction by allowing smooth
operation and quick transition from part to part, reducing the requirement for skilled labor by
simplifying how work-pieces are mounted, and increasing conformity across a production
run.

29. 30
A fixture differs from a jig in that when a fixture is used, the tool must move relative to the
work-piece; a jig moves the piece while the tool remains stationary. The fixture is a tool
which holds the work piece with the machine bed precisely at the desired location. The
fixture also reduces the nonproductive loading, unloading, and fixing time of the work piece.
4] PRESS TOOLS: -
Press Tool is the process of placing flat sheet metal in either blank or coil form into a
stamping press where a tool and die surface forms the metal into a net shape. Stamping
includes a variety of sheet-metal forming manufacturing processes, such as punching using a
machine press, blanking, embossing, and bending. This could be a single stage operation
where every stroke of the press produces the desired form on the sheet metal part or could
occur through a series of stages. The process is usually carried out on sheet metal. Press tools
are commonly used in hydraulic, and mechanical presses to produce the sheet metal
components in large volumes.

30. 31
THEROTICAL BACKGROUND
Literature Review of Literature on CRM:
Customer Relationship Management (CRM) has become one of the most dynamic
technology topics of the millennium. According to Chen and Popovich (2003), 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.
Bose (2002) noted that CRM was invented because the customers differ in theirpreferences
and purchasing habits . If all customers were alike, there will be little need for CRM. As a
result, understanding customer drivers and customer profitability, firms can better tailor their
offerings to maximize the overall value of their customer portfolio (Chen and Popovich) .
The attention CRM is currently receiving across businesses is due to the fact that the
marketing environment of today is highly saturated and more competitive (Chou et al, 2002) .
According to Greenberg (2004), CRM generally is an enterprise-focused endeavor
encompassing all departments in a business . He further explains that, in addition to customer
service, CRM would also include, manufacturing, product testing, assembling as well as
purchasing, and billing, and human resource, marketing, sales and engineering. Chen and
Popovich (2003) argued that CRM is a complicated application which mines customer data,
which has been retrieved from all the touch points of the customer, which then creates and
enable the organization to have complete view of the customers. The result is that firms are
able to uncover and determine the right type of customers and predicting trend of their future
purchases. CRM is also defined as an all embracing approach that seamlessly integrates sales,
customer service, marketing, field support and other functions that touch customers (Chou et
al, 2002) . They further stated that CRM is a notion regarding how an organization can keep
their most profitable customers and at the same time reduce cost, increase in values of
interaction which then leads to high profits.
The modern customer relationship management concept was shaped and influenced by the
theories of total quality management (Gambeson) and by new technological paradigms
(Zineldin, 2000). There is however, a perceived lack of clarity in the definition of customer
relationship management, although all accepted definitions are sharing approximately the
same basic concepts: customer relationships, customer management, marketing strategy,
customer retention, personalization (Zineldin 2000). However, while academics debate the

31. 32
subtitles of various definitions, the practitioners have developed a wealth of applicative
papers analyzing the concrete challenges and opportunities of implementing the systems
(Bacuvier et al. 2001). CRM in some firms is considered as a technology solution,
considering of individual databases and sales force automation tools and sales and marketing
functions so as to improve targeting effort. Peppers and Rogers (1999) argued that other
organizations view CRM as a tool, which has been particularly designed for one-to-one
customer communications, which is the function of sales, call centres or the marketing
departments. Accordingly Frow and Payne (2004) added that CRM stresses two-way
communication from thecustomer to the supplier to build the customer over time. The two-
way communication has been enhanced greatly by advances in technology particularly the
Internet.
Benefits of CRM
According to Chen and Popovich (2003), CRM applications have the ability to deliver
repositories of customer data at a much smaller cost than old network technologies.
Throughout an organization, CRM systems can accumulate, store, maintain, and distribute
customer knowledge. Peppard (2000) noted that effective management of information has a
very important role to play in CRM because it can be used to for product tailoring, service
innovation; consolidate views of customers, and for calculating customer life time value.
CRM systems assists companies evaluate customer loyalty and profitability based on repeat
purchases, the amount spent, and longevity. Bull (2003) added CRM makes it practicable for
companies to find unprofitable customers that other companies have abandoned. This
position is supported by Galbreth and Rogers (1999) that CRM helps a business organization
to fully understand which customers are worthwhile toacquire , which to keep, which have
untapped potential, which are strategic, which are important , profitable and which should be
abandoned.
Greenberg emphasized that CRM can increase the true economic worth of businessby
improving the total lifetime value of the customer , adding that successful CRM strategies
encourage customers to buy more products, stay loyal for longer periods and communicate
effectively with a company. CRM can also ensure customer satisfaction through allocation,
scheduling and dispatching the right people, with the right parts, at the right time (Chou et
al., 2002).
According to Swift (2001), companies can gain many benefits from CRM implementation. He
states that the benefits are commonly found in one of these areas:
i) Lower cost of recruiting Customers

32. 33
ii) No need to acquire so many customers to preserve a steady volume of business
iii) Reduced cost of sales
iv) Higher Customer Profitability
v) Increased Customer retention & Loyalty
vi) Evaluation of customers Profitability
Types/Variations of CRM:
Types of CRM can be broadly understood by looking at the two different ways of
categorization. These two types of categorization are as follows:
1. Proactive versus Reactive CRM
2. Operational, Collaborative and Analytical CRM
Proactive versus Reactive CRM:
When company responds to the recommendations/suggestions/complaints/requests of the
customers, it is called reactive CRM. Contrary to this, it is called Proactive CRM when a
company anticipates and responds to customers‟ need of itself. In constant changing market
situations, proactive companies take stock of their customers‟ future needs and provide value
to customers through their offerings.
Such Proactive CRM practicing companies are generally those which increase the level of
personalization and practice one to one marketing as shown below:
Operational, Collaborative and Analytical CRM:
Operational CRM:
There are various ways through which a customer can approach the business. This interaction
is direct with company and its employees. The junction where this interaction happens is
called touch point. Usually transactions like sale, payment, information seeking, queries,
suggestions, and complaints happen at these operational touch points. That is why it is also
called front office CRM.
The customer can approach / be approached through the following ways:
 Face to face: Interacting while selling, serving customers by way of organizing events,
promotions etc.

33. 34

Customer Relationship Management in Higher Education

Past research has shown that consumers were reluctant to complain about poor professional
service, such as education, but the same consumers are becoming increasingly more value
conscious. There is mounting pressure from the customers of higher education, ie; students,
parents, alumni and employers, to close the widening gap between their expectations of
institutional performance and the actual performance (Brigham, 1994; Gronhaug and Arndt,
1980; Quelch and Ash, 1981). This indicates how important it is for institutions of higher
learning to actively monitor the quality of their services and commit to continuous
improvements in an effort to respond to the needs of the institutional constituencies.

As Darlaston -Jones et al. (2003) explained students are becoming more conscious of their
customer rights and of gaps between their expectations of service delivery and the reality of
that service. For example, in 2003, Dallastown-Jones et al. noted that the Australian
universities have undergone a major transition in the past decade as they have moved from
public to a greater emphasis on private funding, and re-investedthemselves as business
enterprises. Furthermore, students are viewing themselves as consumers and are demanding
value for money in their education.
Service is an intangible activity that is the main objective of transaction that serve to meet the
needs of customers. Service quality is an ability of an organization to meet or exceed
customer expectations. Since education service has very particularly characteristics, the
'SERVQUAL' model can be adapted according to the most important determining factors:
Reliability, Tangibility, Responsiveness, Assurance and Empathy as proposed by
'Parasuraman', Zeithmal and Berry (1985).In this competitive market, satisfaction with
services may make the difference (Parasuraman, Zeithmal and Berry 1996).
Higher education in India has a serious quality problem. In current competitive academic
environment students have many options available to them. Therefore it is important to study
factors that enable education institutions to attract and retain students. Higher education
institutions which want to gain competitive edge in future may need to begin searching for
effective and creative ways to attract, retain and foster stronger relationship with students.
Therefore, it is necessary to invest in CRM for improvement.

34. 35
Relationship Marketing in Management Education:
The FAU's College of Business is a leading regional business school, offering a diverse set of
management education programs, including a Virtual MBA and a Ph.D. in business
administration. It offers bachelors, masters and doctoral degrees and other executive
education opportunities. The school needed to create a consolidated view of its students to
employ more effective marketing and recruitment efforts, as well as to increase visibility into
the recruitment and admissions efforts. After teaming up with Intelli works and its CRM
software, the admissions and recruitment process worked as a whole instead of fragmented
operating silos, and it saw a 30 percent rise in graduate business college admissions."With the
increasing number of universities initiating executive education programs, FAU needed to
stay competitive," said VegarWiik, program director at FAU.
Higher-education institutions need to successfully recruit, retain, inform and service students
and alumni to be competitive in a market where the competition from other institutions is
intense. They have even coined their own term - "student lifecycle management" - to refer to
the process of following students from prospect to alumni and supporting them all the way.
Thulasi Kumar, director of information management and analysis at the University of
Northern Iowa, says his administration relies on the power of predictive analytics to more
accurately determine enrollment figures for the coming semester and school year."By more
accurately predicting return enrollment of students, we have better control on budgets and
expenses," Mr. Kumar said. "Just as important, we use the predictive technology of SPSS to
take proactive measures to ensure the majority of our students return to campus in the fall.
That's what's important to the university and at the top of the list for parents and students as
well."Mr. Kumar said there are two major obstacles to the implementation of CRM in higher
education.
If we discuss about Pune city, the following points are highlighted, which require
management colleges to focus on CRM.
 More number of institutes vying for less number of students

 Institutions need to establish itself as a Brand to attract more number of students

 Not only profitability but service is the goal of education

 Students‟ life cycle management is the buzzword

 Predictive technology helps in better control &budgeting.

 Creating a long term relationship with students is a win - win for both

 There is a need to understand the behavior of the students

35. 36
CUSTOMER REALATIONSHIP MANAGEMENT
Customer Relationship Management, or CRM, is an essential part of modern business
management. This CRM article is provided by Ellen Gifford, who specializes in helping
organizations develop excellence in CRM, and this contribution is gratefully acknowledged.
What is Customer Relationship Management, or CRM? Customer Relationship Management
concerns the relationship between the organization and its customers. Customers are the
lifeblood of any organization be it a global corporation with thousands of employees and a
multi-billion turnover, or a sole trader with a handful of regular customers. Customer
Relationship Management is the same in principle for these two examples - it is the scope of
CRM which can vary drastically.

36. 37
CRM focuses on the relationship
Successful organizations use three steps to build customer relationships:-
 Determine mutually satisfying goals between organization and customers
 Establish and maintain customer rapport
 Produce positive feelings in the organization and the customers CRM
Conditions
The organization and the customers both have sets of conditions to consider when building
the relationship, such as wants and needs of both parties:-
 organizations need to make a profit to survive and grow
 customers want good service, a quality product and an acceptable 
price Good CRM can influence both sets of conditions.
Why do organizations undertake CRM?
CRM is a new concept to many organizations. If it's new to you, here's why most
forward-thinking organizations devote lot of energy and resources to the set up and
management of a CRM capability.
How CRM impacts on the organization ?
CRM can have a major impact on an organization through:
 shifting the focus from product to customer
 streamlining the offer to what the customer requires, not want the organization can 
make
 highlighting competencies required for an effective CRM process
WHY DOES THE ORGANIZATION NEED CRM?
The ultimate purpose of CRM, like any organizational initiative, is to increase profit. In the
case of CRM this is achieved mainly by providing a better service to your customers than
your competitors. CRM not only improves the service to customers though; a good CRM
capability will also reduce costs, wastage, and complaints (although you may see some
increase initially, simply because you hear about things that without CRM would have stayed
hidden). Effective CRM alsoreduces staff stress, because attrition - a major cause of stress -
reduces as services and relationships improve. CRM enables instant market research as well:
opening the lines of communications with your customers gives you direct constant market
reaction to your products, services and performance, far better than any market survey. Good
CRM also helps you grow your business: customers stay with you longer; customer churn

37. 38
rates reduce; referrals to new customers increase from increasing numbers of satisfied
customers; demand reduces on fire-fighting and trouble-shooting staff, and overall the
organization's service flows and teams work more efficiently and more happily.
Features of good CRM
The old viewpoint in industry was: 'Here's what we can make - who wants to buy our
product?'
The new viewpoint in industry is:
 'what exactly do our customers want and need?' and

 'What do we need to do to be able to produce and deliver it to our customers?'


This is a significant change of paradigm and a quantum leap in terms of how we look at our
business activity.
WHAT DO CUSTOMERS WANT?
Most obviously, and this is the extent of many suppliers' perceptions, customers want cost-
effective products or services that deliver required benefits to them. (Benefits are what the
products or services do for the customers.) Note that any single product or service can deliver
different benefits to different customers. It's important to look at things from the customer's
perspective even at this level.
More significantly however, customers want to have their needs satisfied. Customers' needs
are distinctly different to and far broader than a product or service, and the features and
benefits encompassed. Customers' needs generally extend to issues far beyond the suppliers'
proposition, and will often include the buying-sellingprocess (prior to providing anything),
the way that communications are handled, and the nature of the customer-supplier
relationship.
Modern CRM theory refers to the idea of 'integrating the customer'. This new way of looking
at the business involves integrating the customer (more precisely the customer's relevant
people and processes) into all aspects of the supplier's business, and vice versa. This implies
a relationship that is deeper and wider than the traditional 'arms-length' supplier-customer
relationship.

38. 39
The traditional approach to customer relationships was based on a simple transaction or trade,
and little more. Perhaps there would be only a single point of contact between one person on
each side. All communication and dealings would be between these two people, even if the
customers' organization contained many staff, departments, and functional requirements
(distribution, sales, quality, finance, etc).
The modern approach to customer relationship management is based on satisfying all of the
needs - people, systems, processes, etc - across the customer's organization, such as might be
affected and benefited by the particular supply.
Generating a customer focused CRM solution
So what do we need to make this quantum leap of customer integration?
A new way of thinking:
 change in paradigm
 change in the messages sent and received
 change in the overall culture And a new way of doing things:
 processes that are capable and effective
 structures and systems that support a business centered on its customers
 connectivity (end-to-end processes) both internally and externally (e.g., with 
suppliers)

39. 40
RESEARCH MATHODOLOGY
Introduction-
Marketing Research is a systematic & objective study of problems pertaining to the
marketing of goods & services. It may be emphasized that it is not restricted to any particular
area of marketing but is applicable to all its phases & aspects.
Definition
Research is the work that involves studying something and trying to discover facts about it
.Research is the way by which we can study something and also getting some knowledge by
using this Knowledge we can do some improvement in that.
RESEARCH OBJECTIVES
1. To study the existing CRM practices of the company
2. To know the perception of existing customers towards existing CRM practices
3. To suggest the opportunities for improvement in CRM practices on the basis of study
SCOPE OF THE STUDY
The scope of marketing research could cover the business problems relating to the
1. To know the CRM process of company
2. To know the customer requirement.
3. To know the ground level relations of customer & management.
4. To know the how to handled customer problem.
5. To know the how to grow best relation with customer & management
TYPES OF RESEARCH DESIGN:-
Research Design: Following steps are included in research designs which are as follows:
1. Define research objectives – decide very specifically the questions that need to be
answered.
2. Do preliminary research – collect any information that will help define the objectives
more clearly, including existing statistics on the industry or the target constituency.
3. Design the formal research – develop the data collection instruments, decide on how
the target group will be sampled.

40. 41
4. Do field work – collect the data, making sure that the procedure is as free of bias as
Possible.
5. Analyze the data – analyze, interpret, and reports the results
Descriptive Research:-
Researcher has adopted descriptive research design because, a descriptive research is
undertaken when researcher wants to know the characteristics of certain group such as
income, occupation etc.
Method of Data Collection:
Data Collection
1) Primary Data 2) Secondary Data
a) Primary data:
First of all the sources of primary data from various sources should be explored & examining
the possibility of their use for study.
For getting correct & in same form information structured questionnaire is formed before
starting of project. On that structured questionnaire survey is done. In this project primary
data is collected from the questionnaire.
b) Secondary data:
1. CRM department documents
2. Company brochure
3. For e.g. the secondary data is collected from various business newspapers, websites,
journals & various magazines etc.
4. In this project secondary data is collected from the company records & data
5. Secondary data was collected through company websites, journals and books.
Sample design:-
It is way of selecting sample.
1) Convenience sampling

41. 42
Sample Unit:-
Researcher had taken 107 customers as a sampling unit in Nasik city.
Sampling Technique:-
The area under study was selected on the basis of the quota of my project guide, the customer
surveyed were the visited to Selected Companies
Sample Size:-
For the purpose of study researcher had taken 107 customers in different area of Nasik city.
Sample area:-
Researcher has conducted the survey in Ambad, Satpur (MIDC) & Trimbakshwar and
collected sample respondents from the Nasik.
Research instrument:-
Researcher has used questionnaire as a research instrument for collection of primary data.
Statistical Tools:-
For the analysis of data researcher has used table, histogram etc. and some statistical tools
like simple percentage for measuring demand
Limitation of the study
1. Result are related to Ambad & Satpur MIDC
2. Increase in awareness Ambad & Satpur MIDC
3. Limitation of time
4. Erroneous findings
5. In experience research staff. Due to only 53 day is time and limited resources
constraint the scope of the project was limited.

42. 43
DATA ANALYSIS AND INTERPRETATION
Table No. 1
Q.N. Particular of
Statements
SA SWA NAND SWD SD  f
1 Customer needs
are precisely
communicated
to the company
37 23 31 11 5 107
Graph No 1
From the aforesaid graph it is observed that only 55% of the customers clearly able
to specific their precise needs to the company. Only 15% of the customers are frequently
change their need. Pooja Industries i.e. the company should develop suitable mechanism to
understand the customer needs clearly through adequate marketing system.
0
5
10
15
20
25
30
35
40
SA SWA NAND SWD SD
37
23
31
11
5
Customer needs are precisely communicated
to the company
Customer needs are precisely
communicated to the company

43. 44
Table No. 2
Q.N. Particular of
Statements
Satisfied Unsatisfied Neutral  f
2 Are you
satisfied with
company‟s
marketing
representatives
about
cooperation&
knowledge
65 26 16 107
Graph No 2
From the graph, it is observed that the marketing representatives found to be cooperative&
knowledgeable in 60% of the cases. Hence Pooja Industries have to train the marketing
representatives in sustaining inter personal skills.
0
10
20
30
40
50
60
70
SATISFIED UNSATISFIED NEUTRAL
65
26
16
Are you satisfied with company's marketing
representatives about cooperation &
knowledge
Are you satisfied with
company's marketing
representatives about
cooperation & knowledge

44. 45
Table No. 3
Q.N. Particular of
Statements
Yes No Maybe  f
3 Company‟s
Marketing
representatives
are effective
communicator&
well trained
59 21 27 107
Graph No 3
Around 55% respondents said that the Company‟s Marketing representatives are effective
communicator & well trained.
Company needs to groom marketing staff for improving their communication with clients
through continuous training and development programmed for sustainability.
0
10
20
30
40
50
60
Yes No Maybe
59
21
27
Company’s Marketing representatives are
effective communicator & well trained
Company’s Marketing
representatives are effective
communicator & well trained

45. 46
Table No. 4
Q.N. Particular of
Statements
Excellent Good Better Poor  f
4 Company‟s
website provide
adequate
information
43 27 21 16 107
Graph No 4
65% of the surveyed respondents are the opinion that the company‟s website is provide
adequate information whereas around 35% respondents feel that the website can be more
provide adequate information.
From the above graph it is clear that pooja industries website is provide adequate
information.
0
5
10
15
20
25
30
35
40
45
Excellent Good Better Poor
43
27
21
16
Company’s website provide adequate
information
Company’s website provide
adequate information

46. 47
Table No. 5
Q.N. Particular of
Statements
Excellent Good Better Poor  f
5 Company‟s
telecalling is
efficient and
effective
54 37 11 5 107
Graph No 5
85% of the surveyed respondents are the opinion that the company‟s tele calling is
efficient and effective whereas around 15% respondents feel that the tele calling is can be
more efficient and effective.
From the above graph it is clear that pooja industries tele calling is efficient and effective
mode.
0
10
20
30
40
50
60
Excellent Good Better Poor
54
37
11
5
Company’s tele calling is efficient and
effective
Company’s tele calling is
efficient and effective

47. 48
Table No. 6
Q.N. Particular of
Statements
Yes No Maybe  f
6 Company‟s
promotion
through handbills
is effective
75 11 21 107
Graph No 6
70% of the surveyed respondents feel that the handbills are effective mode of promotion.
0
10
20
30
40
50
60
70
80
Yes No Maybe
75
11
21
Company’s promotion through handbills is
effective
Company’s promotion through
handbills is effective

48. 49
Table No. 7
Q.N. Particular of
Statements
Yes No Can’t
say
 f
7 Company‟s
promotion
through Leaflets
is effective
80 16 11 107
Graph No 7
75% of the surveyed respondents feel that the leaflets are effective mode for promotion. And
10% surveyed respondents feel that the leaflets are neutral mode for promotion.
0
10
20
30
40
50
60
70
80
Yes No Can't say
80
16
11
Company’s promotion through Leaflets is
effective
Company’s promotion through
Leaflets is effective

49. 50
Table No. 8
Q.N. Particular of
Statements
Excellent Good Better Poor  f
8 Customers
inquiry are
handled
promptly
64 21 11 11 107
Graph No 8
From the above graph it is clear that pooja industries customers inquiry are handled promptly.
0
10
20
30
40
50
60
70
Excellent Good Better Poor
64
21
11 10
Customers inquiry are handled promptly
Customers inquiry are handled
promptly

50. 51
Table No. 9
Q.N. Particular of
Statements
Most
of the
time
Occasionally Not at all  f
9 Company is
effective in
delivering quality
service
74 22 11 107
Graph No 9
70% of the surveyed respondents were of the opinion that company is effective in delivering
quality service. And 10% of respondents were of the opinion that company is not effective in
delivering quality service.
From the above graph it is clear that pooja industries is effective in delivering quality service
0
10
20
30
40
50
60
70
80
Most of the time Occasionally Not at all
74
22
11
Company is effective in delivering quality
service
Company is effective in
delivering quality service

51. 52
Table No. 10
Q.N. Particular of
Statements
Yes No Maybe  f
10 Overall
company‟s
products and
services create
and add value
which is
beneficial to
customers
74 11 22 107
Graph No 10
90% of the surveyed respondents were of the opinion that company‟s overall product and
service create and add value which is beneficial to customers. And 10% respondent were
opinion overall product and service create and not add value which is beneficial to
customers.
From the above graph it is clear that pooja industries is overall product and service create
and add value which is beneficial to customers.
0
10
20
30
40
50
60
70
Yes No Maybe
70
10
20
Overall company’s products and services
create and add value which is beneficial to
customers
Overall company’s products and
services create and add value
which is beneficial to customers

52. 53
Table No. 11
Q.N. Particular of
Statements
Definitely Hardly
ever
Not
quite
 f
11 When it comes
to
recommending
name of Pooja
Industries,
would you
recommend us
to another
company?
69 27 11 107
Graph No 11
90% of the surveyed respondents were of the opinion that they agree if question of
recommending name of pooja industries come, we will definitely recommend it to other
company. And 10% respondent were opinion that they not agree if question of
recommending name of pooja industries come, we will definitely recommend it to other
company.
0
10
20
30
40
50
60
70
Definitely Hardly ever Not quite
69
27
11
When it comes to recommending name of
Pooja Industries, would you recommend us
to another company?
When it comes to
recommending name of Pooja
Industries, would you
recommend us to another
company?

53. 54
FINDING, CONCLUSION, SUGGESTION OF THE STUDY
FINDING
 It is observed that 55% of the customers clearly able to specific their precise
needs to the company. Only 15% of the customers are frequently change their
need.
 It is observed that the marketingrepresentatives found to be cooperative&
knowledgeable in 60% of the cases.
 Around 55% respondents said that the Company‟s Marketing representatives are
effective communicator & well trained.
 65% of the surveyed respondents are the opinion that the company‟s website is
provide adequate information whereas around 35% respondents feel that the
website can be more provide adequate information.
 85% of the surveyed respondents are the opinion that the company‟s tele calling is
efficient and effective whereas around 15% respondents feel that the tele calling is
can be more efficient and effective.
 70% of the surveyed respondents feel that the handbills are effective mode of
promotion.
 75% of the surveyed respondents feel that the leaflets are effective mode for
promotion. And 10% surveyed respondents feel that the leaflets are neutral mode for
promotion.
 It is clear that pooja industries customers inquiry are handled promptly.
 70% of the surveyed respondents were of the opinion that company is effective in
delivering quality service. And 10% of respondents were of the opinion that company
is not effective in delivering quality service.
 It is clear that pooja industries is overall product and service create and add value
which is beneficial to customers.
 90% of the surveyed respondents were of the opinion that they agree if question of
recommending name of pooja industries come, we will definitely recommend it to
other company.

54. 55

CONCLUSION
The study was conducted to know the process involved in an company and study
about the customer relationship management departmental functions which co-ordinates
to complete manage the relationship. The customer relationship of branch has been seen
clearly and other related aspect has been known. From the analysis it is found that the
performance of the company is satisfactory.
Therefor necessary stapes should be taken for sustained the customer base and it
helps the company to have competitive advantages over its competitors. There are signs
of good feature resonant pooja industry training center, Ambad (Nashik) because
growing demand for CNC & VMC in industry manufacturing sector.

55. 56
SUGGESTION
• Company should focus to increase awareness of product in Ambad and Satpur MIDC, Nashik
by the following ways such as,
• Local Newspaper &Pamphlet
• Company should arrange regular visit to customer.
• Company should provide the training sessions on maintaining of the CRM for the marketing
representatives to sustained into the market.
• Company should make the CRM software or modify website easy to use for customers.
• The Company should develop suitable mechanism to understand the customer needs clearly
through adequate marketing system.
• The company should resolve customer complaints promptly.
• The company should keep data of company who visited there industry for inquiry.
• In addition to traditional methods for advertising, new options should be used by the company
for the awareness and increase sales of product.
EX. Digital Marketing practices etc.

56. 57
BIBLIOGRAPHY
Books
 Buttle, F. and Maklan, S. (2015a) Customer relationship management: concepts and
technologies. Third edition. London: Routledge.
 Customer Relationship Management-Mohamed HP
 Marketing Management-Philip Kotler
Websites
 www.crm.com
 www.businessline.com
 www.customerrelation.com
 www.marketing.com

57. 58
ANNEXURE
QUESTIONNAIRE
CUSTOMER RELATIONSHIP SURVEY
[As a part of academic exercise, I am carrying out this survey to know the effectiveness of CRM of
Pooja Industries. We assure you that information supplied by you will be strictly used for academic
purpose only. Your precise and accurate feedback will help company in improvising their CRM
system. Hence we request us to cooperate us by filling the questionnaire.]
Name Of customer______________________________________________________
Name of Respondent and designation_______________________________________
Address and Contact Details:______________________________________________
_______________________________________________________________________
_______________________________________________________________________
Q.1. Customer needs are precisely communicated to the company ?
A) Strongly agree
B) Somewhat agree
C) Nor agree or nor disagree
D) Somewhat disagree
E) Strongly disagree
Q.2. Are you satisfied with company‟s marketing representatives about cooperation &
knowledge ?
A) Satisfied
B) Unsatisfied
C) Neutral

58. 59
Q.3. Company‟s Marketing representatives are effective communicator & well trained ?
A) Yes
B) No
C) Maybe
Q.4. Company‟s website provide adequate information?
A) Excellent
B) Good
C) Better
D) Poor
Q.5. Company‟s tele calling is efficient and effective ?
A) Excellent
B) Good
C) Better
D) Poor
Q.6. Company‟s promotion through handbills is effective ?
A) Yes
B) No
C) Maybe
Q.7. Company‟s promotion through Leaflets is effective ?
A) Yes
B) No
C) Maybe
Q.8. Customers inquiry are handled promptly ?
A) Excellent
B) Good
C) Better
D) Poor
Q.9. Company is effective in delivering quality service ?
A) Most of the time
B) Occasionally
C) Not at all
Q.10. Overall company‟s products and services create and add value which is beneficial to
customers?
A) Yes
B) No
C) Maybe
Q.11. When it comes to recommending the name of pooja industries, would you recommend
us to another company?
A) Definitely
B) Hardly ever
C) Not quit