Summer Project Report, webricks, iittm

8/8/2019 Summer Project Report, webricks, iittm

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INDIAN INSTITUTE OF TOURISM AND TRAVEL

MANAGEMENT

Gwalior

WEBRICKS SERVICES

Summer Project

ReportTo execute an integrated sales and marketing

campaign to raise awareness of WEBRICKS Services.

Its offerings and generate demand and build

database.

Submitted By:

ROHIT GARG(63)

PGBM-IB


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Webri ks ervi es Page 2

Acknowledgement

I am grat f l to WEBRICKS SERVICES, Indore forfacilitating this project to

execute an integrated sales and marketing campaign to raise awareness of

Webricks and itsofferingsin the marketplace and generate demand. The project

has given us the opportunit to understand the practical nuancesofmarketing,

explore waysto effectively craft and communicate a messag e and execute time

bound marketing campaignsto delivervalue to an organization.

I am gratefulto my mentorMr. Vijitsinghi and Mr.Abhishekjain (co founder)forhis persistenthelp. I acknowledge the relentless and generoussupportofall

the employees who provided us a great opportunity to interact with them and

understand the system in a short time. Without their cooperation this project

would nothave been a success.

I express my sincere gratitude toMr. ShaileshBarmaiya , Marketing manager,

for giving us the direction at the start of the project. I also want to thank

Mr.Yogesh and Mr.Padam jain for helping me to understand the technical

subtletiesofWebrickssofferings.


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Webri ks Servi es Page 3


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CE T CATE

This is to certify that Mr. ROHIT GARG, Roll no. 18 was assigned the

summer internshi p Project titled To execute an integrated sales and

marketing campaign to raise awareness of WEBRICKS Services. Its

offerings and generate demand and build database by WEBRICKS

SERVICES, Indore. He hassubmitted the project reporton partial fulfillment

of PGDM in (International Business & Tourism) during the academic year

2009-11.

Tothe bestofmy knowledge this report isthe genuine work done by him and

has neither been copied from anywhere nor submitted for the award of any

Degree or Diploma in any ofthe institution.

Prof. Nimit Chowdhary Ms. Prerna bisht

(Chairperson) (Mentor)


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Table of Contents

1 Introduction ........................................................................................... 6

1.1 Existing Marketing and Sales................................ ................................ ........... 6

1.2 Objectives and expected outcomes ................................ ................................ ... 7

2 About Webricks ..................................................................................... 9

2.1 SWOT Analysis................................ ................................ ..............................10

2.2 Segmentation, Targeting and Positioning (STP) ................................ ..............11

2.3 BusinessModel ................................ ................................ ..............................13

2.4 Organizational Structure ................................ ................................ .................14

3 Approach to the Project ....................................................................... 17

4 Customer Relationship Management ................................................. 19

4.1 Updating CRM System ................................ ................................ ...................20

4.2 Updating Price Book ................................ ................................ .......................20

4.3 Thank You Campaign ................................ ................................ .....................214.4 Customer Feedback Campaign ................................ ................................ ........22

5 Supplier Relationship Management ....................................................26

6 Channel Marketing ..............................................................................27

7 Direct Marketing Campaign ...............................................................28

7.1 Approach Taken ................................ ................................ .............................28

7.2 Execution ofDirectMarketing Campaign ................................ .......................29

8 E-Marketing .........................................................................................30

8.1 Webinars ................................ ................................ ................................ ........30

8.2 Websitesto advertise ................................ ................................ ......................30

8.3 Search Engine Optimization................................ ................................ ............31

8.4 Updating website content................................ ................................ ................31

9 Survey ................................................................................................... 32

10 Results of theproject ...........................................................................33

10.1 CustomerRelationship ................................ ................................ ................33

10.2 VendorRelationship ................................ ................................ ....................34

10.3 DirectMarketing ................................ ................................ ......................... 34

10.4 E-Marketing ................................ ................................ ................................ 34

10.5 ChannelMarketing ................................ ................................ ......................35

10.6 Survey (R&D) ................................ ................................ .............................35

11 Challenges Faced .................................................................................36

12 Recommendations to Management .....................................................37

13 Conclusion ............................................................................................38

14 References ............................................................................................39


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1 IntroductionWebricks founded, by seasoned professionals, on the premise of deriving

maximum efficiency outofelectromechanical and IT infrastructuresin all kindsof facilities, including but not limited to data centers and healthcare facilities.

However, the company is a 1 yearold startup. Therefore, raising awarenessis

one ofthe majorobjectivesofthis project.

Maintaining cordial relationships with customers and suppliers is essential to

the companys growth. The project aims to enhance the companys efforts in

thisfront.

Through this project suitable ways were also identified to use the web as the

medium for marketing. Allofthis provided the impetusfor demand generation

forthe products and servicesofWebricks.

1.1 Existing Marketing and SalesEarlierthe marketing was primarily through directsalesforce. Website wasthe

only form ofmarketing communication which was also not reviewed after its

creation. Marketing was not in an integrated fashion and hence was not

effective.

The marketing collateral wasvery weak and in discrete form. There were very

few brochures which needed more attention. The sales force hardly had

marketing collateraltosupporttheirsales pitch. Mostofthe clients were found

through personal contactsor referralsfrom other clients.


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1.2 Objectives and expected outcomesTo accomplishthe projectthere were many objectives under differentheads as

listed below:

Customer Relationship Management

Creating a database of all the past and the existing customers toeffectively facilitate customer relationships

Maintaining long term rapport withthe customers Improving upon the offerings of the company by taking the feedback

from the customers

Direct Marketing Campaign

Creating a database ofthe prospectstofacilitate effective marketing andsales campaign

Raising awareness aboutthe Webricks products and services Generating demand forthe Webricksofferings

E-Marketing

Determining various ways to use internet as an effective tool forpromoting Webricks

Channel Marketing

Lookfor new partnerstoincrease avenuesfor Webricks Finding another channelto reachouttothe customer

Suppliers Relationship Management

Maintaining centralized repository with all the contact detai ls of thesuppliersto be readily accessible


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Maintaining long term relationship with the suppliers of Webricks bythanking them

Above stated are the business objectives of the project. However we were

presented with the set of objectives by the company whi ch gives an idea of

detailed work. Tosee the objectives given to us atthe startofthe project, please

referAppendix A.

Before getting into the nitty-gritty of the project and its execution, we need to

first understand the company and its business modelto be able to appreciate the

resultsofthe project.


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2 About WebricksWebricks stands for website and web application designing, software solution

and the SEO facility forthe website.

Web Design

Get along withthe new age and communicate with your customers more

efficiently and effectively with your company'sown website.

Application Development

we leveragesthe best-of-technologiesto develop rich, user-friendly and

effective Web and Desktop Appsthat work bothonline and offline.

Content Management Softwares

Includes CRM, CMS, HRM etc, designed tohelp businessorganizations and

institutesto manage their contents and reports.

Webricks is founded by IT specialists who have a collective experience. The

experience was earned and honed while working atvariousMNCs with a deep

and comprehensive understanding of the day-to-day challenges. Webricks

knowsthe use and effectofthe productson businessoperation.


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2.1 SWOT AnalysisA firm should not necessarily pursue the more lucrative opportunities. Rather, it

may have a better chance at developing a competitive advantage by identifying

a fit between the firms strengths and upcoming opportunities. In some cases,

the firm can overcome a weakness in order to prepare itself to pursue a

compelling opportunity.

Below schematic presentsof the SWOT analysisofWebricksservices. Tosee

the detailed S-W-O-T ofWebricks, refertoAppendix B.


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2.2 Segmentation, Targeting and Positioning (STP)Webrickssstrategic marketing can be understood throughthe STP framework.

Segmentation, targeting and positioning together comprise a three stage

process. We first (1) determine which kindsofcustomers exist, then (2) select

which ones we are best off trying to serve and, finally, (3) implement our

segmentation by optimizing our products/services for that segment and

communicating that we have made th e choice to distinguishourselvesthat way.

Segmentation

The customer base is divided intosegments based on the demographic variable

facilities on the macro level. These segments are further classified into

operating variables infrastructure. The facilities are Datacenters,

Metallurgical, Spinning Mills, Polymers, Healthcare, etc. Some of the

infrastructures based on which the micro level segmentation is done are IT

Infrastructure, Mechanical Infrastructure, Thermal Infra, Electrical

Infrastructure, Plumbing, Process, etc.

Targeting

The past experience of the directors prompted them to initially target

datacenters. Laterthey realized the scope ofexpanding too therfacilities, which

include spinning mills, pharmaceutical companies, healthcare, metallur gical

industries, etc.

Positioning

Throughits website, Webricksis positioning its products and services. Initially

the company was targeting only website designing because of the collective

experience of directors in this area. The company expanded its area Web

application, SEO, Software sectors.


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Webric s Ser ices P e 12

Tac

ical Mar

i

(4P

)

Tactical Marketing t e c mpany can be under t d be t by t e 4P

ramew rk.

Product

Websites for every business modal or

size.

SEO facility with websites or for

already exist websites.

web application to make easily

operation.

Soft ware to work effectively.

Price

Prices are based on:

Past experience

type ofwork

require time

clients affordability

webricks always charge true

consulting prices which are not

driven by competitors prices

Place

webricks is only offering its products

and services directly to customers

Website is the channel where

customers become aware of the

products and services

Direct Sales Force were primarily

moving the sales

Promotion

DirectMarketing through field sales

Through new channel partners such

as electrical consultants and

associations

Advertising bymany method

4Ps


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Webric s Ser ices P e 14

2.4 r anizational Structur Organizati nal Hi rarchy

Co-found

r IT

R&D

d

lop

r

D sign r

Co-found r

Admin.

HR

Financ

r ic

ark ting

sal s manag r

sal

s forc

ORGANIZATIONAL HIERARCHY


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Manufacturing

Currently Manufacturing is completely company The Primary activities in this

value chain are Business Development, Procurement, Inbound Logistics,

Assembling and Manufacturing, Sales & Marketing and Outbound Logistics.

The Support activities in the value chain are Office Admin, Finance and

Accounting, Human Resource Management and Information Technology.

Research and Development

Innovation and technology are the key enablersto allow a company to compete

successfully in the long run and be the market leader. Webricks sophisticated

R&D capabilities in the Website and web application space have led to the

developmentofmany innovative solutions and products.

Webrickshas a dedicated R&D team and derivesitstechnologicalsuccessfrom

a close collaboration withthe research centre.

Alliances

With the objective of developing business, expanding c apabilities and

geographical reach, Webricks believes and has pursued Strategic alliances with

other playersin the marketplace.


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Supplier Relationship Management (SRM) is a comprehensive approach to

managing an enterprise's interactions with the organizations that supply the

goods and services it uses. The goal of supplier relationshi p management

(SRM) is to streamline and make more effective the processes between an

enterprise and itssuppliersjust as customer relationship management (CRM) is

intended to streamline and make more effective the processes between an

enterprise and its customers.

AIDA is an acronym for Attention, Interest, Desire and Action.

Marketing communication is about gaining the audience's attention, creating an

interest (via promotion of benefits - preferably uni ue benefits) and creating

desire, and then adding a callto action .

Marketing, Sales and Services are the partofCRM.


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4 Customer Relations ip ManagementAt Webricks, CRMisthe management philosophy. They believe in relationship

marketing.

Relationship Marketing:

In its one yearof operations so far, Webricks has worked with more than 65

companies across various sectors such as IT, Spinning Mills,

Newspapers/Publication Houses, and Companies in Industrial Development

Areas etc. In alignment with its philosophy, Webricks wanted to execute

campaigns in parallel in order to better understand the customers and to

maintain a mutually beneficial relationship withthem.

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4.1 Updating CRM SystemManaging the data is a difficult and important aspect of marketing. Webricks

uses vtiger CRM ver5 for managing the database and contacts. Most of the

things can be automated using the database. We updated the CRMsystem with

the database of all the customers including the details of the transaction that

happened with them. The details of all the suppliers have also been updated

overthe system.

4.2 Updating Price BookGenerally ittakes 3 daysfor preparing RFP (Requestfor Proposal) for different

products and services. To automate this process, CRM application can be usedwhich can generate RFP in minutes.

In this regard the price-book updation is done on the CRM application. A

numberofcombinations can be made in notime using the price book. Time to

time updation ofprices can also be done easily. For any combination ofservices

and productsitisvery easy to quote the prices.

As practice the variousfeatures and partsofthe products are charged atspecific

prices. Selecting a feature through an online application interface has made the

work really fastforthe Webricks employees.


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4.1 T 2 ank You Campaign

On the occasion of completion of first fiscal year of Webricks business, the

company management wanted to expressits gratitude towardsthe customersfor

providing business opportunities. The main objective of this campaign is to

keep in touch withthe customers and letting them know that Webricksis always

sensitive to their needs. This was a campaign which required many tasksto be

accomplished under a very tight deadline.

Customer Database Preparation

The goal of a customer database is to maximize customer value through

conversion, retention and repeat sales. It allows us to create new marketing

opportunities. Preparing a full-proofcustomers database isthe backbone to any

kind ofendeavorin relationship marketing.

Execution of the Campaign

The Thank You letter was designed with the inputs of our mentor Mr.Vijit

singhi and Abhishekjain . The contentsofthe letter also contained a requestto

the customerfrom Mr. ShaileshBarmaiya, Marketing manager Webricks asking

them to co-operate withthe marketing executives by responding tothe feedback

questionnaire. We used a Microsofts Utility named MailMerge to print the

letters and the envelopes. This saved us precious time and improved the

efficiency. The letteris attached tothe Appendicessection for reference.


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This was a major challenge because ofthe following constraints:

Needed to set up an appointment with the customer by making a phonecall. Ifthis was not possible we had to give the letter atthe reception and

follow up withthe clientsto ensure thatithad reached.

The time allotted tothis campaign washighly challenging, hence we hadto make field tripson 3 consecutive daystohand overthe letters.

4.4 Customer FeedbackCampaignNeed for the Campaign

The customeris always right when they believe they are right. They may be

dead wrong. But, if by their understanding ofthe situation they believe they are

right, you need to acknowledge their belief. Only after you have honored that

belief and acknowledged that, you can begin to present a different way of

looking atthe situation. Thisis precisely Webrickshypothesis behind going for

a customerfeedback campaign.

The objectivesforthe Customer Feedback Campaign are as below:

Thankthe existing customersforthe business given in the lastfiscal year Create a database of all the past and the existing customers with the

transaction details

Seekthe feedbackfrom the past customerstoimprove the services Retain past customers and get businessfrom them Manage the database ofnew targetsegments

The campaign aims to identify at a high level the major issues faced by the

clients and to determine the key areasofimprovement.

In consultation with the Webricks management, the most important attributes

whichfacilitate the companys business were identified. They are:


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Capabilityin termsofaddressing the clients business challenges Responsivenessofthe companys executives and service engineers Commitmentshown by the team involved in that particular project

Based on these attributes and other inputs from the management we had

designed the questionnaire to gauge the customers perception on allthe above

attributes.

Customer Feedback Questionnaire

During the preparation of the questionnaire, we had certain constraints to

operate with. They are:

As perthe directives from the management, the questionnaire had tobe very short with not more than 5-6 questions

The questionnaire, despite the size constraint, muststill be able elicitallthe required information

The questionnaire had to be very simple and straightforwardThe questionnaire is attached in the Appendicessection for reference.

Execution of Campaign

The questionnaire washosted on the Google Docs and senttothe customersvia

E-mail.

As the campaign started on 29th

May 2010, with the mails being sent to the

executivesfrom 35 companies. We had followed up withthe customersthroughphone 2days aftersending the mails. In all 7 people responded and filled outthe

questionnaire in the first week.

On 3rd

June 2010, the 1stsetofreminder mails wassenttothe remaining clients

asking them tofillthe questionnaire. Afterthis 2 more custom ers responded. On


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10th June 2010, the 2nd

setofreminder mails wassent. After thisjust another

customer responded.

The impact of the mail was very high in the 1st

week with many customers

responding tothe request after receiving the Thank Youletters. The follow-up

calls madejust afterthe mails were sent reinforced the message and facilitated

the responses. Howeverthe impact waned withtime and we received very few

responses in the coming weeks. The reminder mails sent at regular intervals

helped us garnersome responses and we received responsesfrom 10 companies

in all.

Summary of the Findings from the Customer Feedback

50 % ofthe total respondents are eithersatisfied orvery satisfied with DCWebricks.

Customers who had purchased products from the company feel thatWebricks service engineers are not very prompt and take a lot of time

turnaround on issues.

However on the other side, the customers who had experienced thecompanys auditing services feel that the service engineers are quite

promptto respond to any queriesfrom the clients.

No customer who has experienced our service has given us a poorrating on commitment.

The customersofWebricksservices are ofthe opinion thatthe companyhasthe capabilitiesto addressthe issuesfaced by the clients.

Webricks needs to improve their capabilities on the products front tocontinue to receive businessopportuni ties

40 % of the Webricks products customers are not willing to give thecompany repeat business


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80 % of the Webricks services customers are willing to give us repeatbusiness

Most of the customers primarily perceive Webricks as an auditing firmwithvery little awarenesson otherservicessuch asVirtualization

The awarenesslevelsofthe productsofWebricks are very poor. Mostofthe customers are aware aboutthe UPS only


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5 Supplier Relations ip Management To create a database ofallthe suppliers Tothankthe suppliersfortheir continuoussupportto Webricksservices

Supplier Relationship Management (SRM) is a comprehensive approach to

managing an enterprise's interactions with the organizations that supply the

goods and services it uses. The goal of supplier relationshi p management

(SRM) is to streamline and make more effective the processes between an

enterprise and itssuppliersjust as customer relationship management (CRM) is

intended to streamline and make more effective the processes between an

enterprise and its customers.

Webricks values its suppliers in the same way as customer. We created a

comprehensive database for all the suppliers ofWebricks. We also executed a

campaign to thank vendors for their fast services and prompt delivery of

products they offered. The thank you campaign can be automated next time as

the supplier database is maintained on the CRM database.


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6 Channel MarketingA marketing channelis a setofpracticesor activities necessary to transfer the

ownership of goods, and to move goods, from the point of production to the

pointofconsumption and, assuch, which consistsofall the institutions and allthe marketing activities in the marketing process. A marketing channel is a

usefultoolfor management.

To enhance channel marketing efforts at Webricks we have worked, we

identified Consultants (Website) and Industrial Associationsto make long term

mutually beneficial relationships.

Associations

Among Industrial associations, we approached MP Spinning Mills association

(APSPIN.com), IDA Jeedimetla association and Medak Small Scale

Entrepreneurs Association (MSSEA). The associations were impressed by the

innovative solutions and recognized the work Webricks does. The associations

promised to recommend the products and servicesto their member companies.

We also requested toorganize a seminar during their meeting tointroduce aboutthe companys products and services.


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As mentioned above the marketing was purely driven by directsalesforce and

not enough leads were generated, the company saw a need for marketing and

sales campaign. We were supposed to generate the awareness about the

company and itsofferings. The marketing and sales campaign wasfocused on 8

sectors.

7.2 Execution ofDirect Marketing CampaignThe marketing campaign firststarted the database prepar ation for allthe 8 target

segments with details of the decision maker and their contact details. Afte r

gathering the data, the email campaign was started by sending the mails to all

the decision makers and asking for a meeting or phone call conversation. If

there is a response for the meeting, then we schedule it otherwise for no

response also the phone calls were made to confirm whether they have gone

through the mails. The meeting is once again proposed over the phone. The

meetings are scheduled and next meeting is s cheduled with our Directors if

required. Permission is sought for a walk through of the p lant. The data is

collected from walk through and analyzed. A proposal is sent along with the

savingsthat can be offered.


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8 E-Marketing Tofind the websitesfor posting advertisements Tofind the keywordstooptimize the search and getthe relevanttraffic to

the companys website Toidentify various waysto enable promotion overthe internet

8.1 WebinarsShort for Web-based seminar a presentation, lecture, workshop orseminarthat

is transmitted over the Web. A key feature of a Webinar is its interactive

elements -- the ability to give, receive and discuss information. Contrast

with Webcast, in which the data transmission is one way and does not allowinteraction between the presenter and the audience.

Benefits of Webinars

y They're easy, time efficient, and can be as effective as meeting in aconference room

y Webinars make large events easiertohost and more impressivey The inputto a webinarhastooriginate in one place, butthe output can go

anywhere

y Showcase popularor well-known nationalorinternational guestspeakerswithoutthe overhead oftravel and accommodation expenses

8.2 Websites to advertiseOnline advertising is a form ofpromotion that uses internet and World Wide

Web forthe purpose ofdelivering marketing messagesto attract customers and

increase awareness about the company, products and its services. The major

advantage isimmediate publishing ofinformation and contentthatis notlimited

by geography ortime.


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Few websites were identified outofexisting millions. Categorized them as:

The top sitesin India where the traffic ishuge

Sector-wise top sites:Newspapers, Spinning mills, Electrical Components and

maXCny others.

Tosee the listofwebsites collected, please refer Appendix D.

8.4 SearchEngine Optimi 5 ation

We can use the power of internet to increase awareness about Webricks

products and services. Google Ad words allow bidding for keywords for

displaying the advertisementofthe company in the search results assponsored

links. But to avoid thejunktraffic and to utilize thisopportunity tothe fullest,

we need to be very cautiousin finding the keywordsfor allthe pages and then

bidding forthem. We have identified keywordsfor allthe products and services

pages.

8.4 Updating website contentThe place to increase awareness and provide more information to customer is

the website which acts as an interface between the company and the customer.

The write up on each product can also be used as marketing collaterals. During

the meetings with clients, most of them end up asking for informative

brochures. The clients who are accessible to internet are asked to refer the

content on website and others from industries where the access to internet is

limited are issued hard copies.


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9 Survey

Survey refers to the method of securing information concerning a phenomena

underfrom allor a selected numberofrespondentsof the concerned universe.In survey, the investigator examines those phenomena which exist in the

universe independentofaction.

Objective of Survey

Tofind outthe problems with existing products Tofind outthe scope ofthe productin market Tofind the required softwareNew featuresin product Tofind outthe potential marketofnew product The pricesofSoftwares


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10Results of the projectTo evaluate the successofany project, we need to assessthe resultsthatithas

delivered. In the 6 weeksofthis project we are proud to declare that we could

achieve progress on all the fronts. Results of all the marketing activities arelisted below:

10.1Customer RelationshipCustomer relationshi p maintained by a company plays a huge role in retaining

existing customers and converting them to loyal customers. Two campaigns

were executed in orderto accomplishthisforthe company.

Thank You Campaign: The campaign enabled Webricks to foster cordial

relations withits clientele. In fact 4 ofthe directoutcomesofthe project was a

sale worthRs. 72,000 from an existing client.

Customer Feedback Campaign: The campaign gave the customers a platform to

voice their opinion about the company and its operations. The questionnaire

created was succinct yet capable of eliciting the required feedback from the

clients.

The following are the highlightsfrom the analysis:

20 % of the Webricks products customers are not willing to give thecompany repeat business

80 % of the Webricks services customers are willing to give us repeatbusiness

Most of the customers primarily perceive Webricks as an auditing firmwithvery little awarenesson otherservicessuch asVirtualization

The awarenesslevelsofthe productsofWebricks are poor.


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10.2Vendor RelationshipVendors are the back bone of a companys operations. Maintaining a warm

relationship with them is essential to get competitive prices, back end sales

support, technicalsupport, creditline, to generate leads etc.

A comprehensive database ofsuppliersofWebricks was prepared. Thisshould

be updated on an ongoing basis and used to maintain a long standing and

mutually beneficial relationship with the vend ors. A Thank You letter was

also sent to the suppliers expressing the companys gratitude for the support

extended.

SupplierRelationship Managementis not a regular practice; hence this cou ld be

differentiation for Webricksin the market place ifitis continued consistently.

10.6

Direct MarketingWe create demand ofthe products. We give 14 costumers and give the new area

to give product and before leave we give 6 calls.

We have also contacted with associations and partners. We have directly

impacted the bottom line ofthe company in ourtenure of6 weeks by facilitating

3 deals.

10.4E-Marketing Updated the website contenttoinclude allthe services and products Worked on optimizing the search engine results to display Webricks

advertisement at appropriate location and avoid junk traffic on the

website

Recommended to go with webinars and subscription of customers fortime totime updateson theirinterested topics

Found the listsofallthe websites where ads can be displayed


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10.5Channel Marketing Contacted electrical consultants and could get 3 companies who are ready

to be partner with Webricks

Best electrical consultant of the city has sh own interest to work withWebricks and recommend itsservices wherever possible

Indore Small Scale Entrepreneurs Association (ISSEA) hasrecommended Webricksservicesto allits members

An eventin association with APSPIN Association isin talks Talks with CA Association is in process which can hel p Webricks get

many customers

10.6Survey (R&D)The survey was a important partofmy project. Throw it I find new target

market and ithelp me to achieve my target.

It says about the new need of customer and help to meet the demand. I

designed the layoutofnew softwaresthose was attendance module, HRM,

and developed/modify IMS.


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11Challenges Facedy DirectMarketing

o Most of the clients are not in the city; hence difficulty inscheduling meetings

o Decision maker is not technically strong and the person who istechnically sound is notthe decision maker

o The clients are hesitantin making investments y CRM

o Customer details were scatteredo Difficultto convince customersto give feedback

y SRMo Supplier data wasshatteredo Details was not updated

y ChannelMarketingo Difficultto penetrate associations

y Surveyo Difficulty in scheduling meetings o Some was nottechnically strongo Many was not ready totalko The city was new for me


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12Recommendations to Managementy CRM accessto allthe employees

o Different designation employees should have different levels ofauthentication

o No employee is updating the CRM database regularlyo One person should regularly update the CRM

y Maintain a log bookfor allthe customer queries and issuesthrough CRMo Allthe issuesshould be logged in CRMo Employeesshould be assigned issuesthrough CRM o Higher authoritiesshould monitorthe status

y Installone more office phone (incom ing only) with a mobile numbero Tariffdiffersfor mobile - mobile and mobile landline

y Set up clearterms with Supplierso Itisfound that customershave faced issues with after-salesservice.

Suppliers should provide pro per after -sales service wherever

needed


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1 ConclusionMarketing was not seen as the vital part by the sales force of the company

before wejoined. Butthe importance attached to an integrated marketing tothe

CRM which is the managements philosophy, companys directors decided toimprove on this front. We gave marketing a whole new dimension with the

continuoussupportfrom oursir.

We have worked on variousfrontsto raise awareness and generate demand for

the products and services of Webricks. These initiatives include Customer

Relationship Management, Supplier Relationship Management, incorporating

new channel partners, identifying various ways to market the products and

servicesthroughthe internet, and direct marketing toidentify prospects etc.

The projecthas given usthe opportunity to understand the practical nuancesof

marketing, explore ways to effectively craft and communicate a message and

execute time bound marketing campaignsto delivervalue to an organization.


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Documents

Summer Project Report, webricks, iittm