A

PROJECT REPORT
ON
“A STUDY ON CUSTOMER RELATIONSHIP
MANAGEMENT ON BRAND FACTORY , JBP.”
Submitted for the partial fulfillment for the Degree of

MASTER OF BUSINESS ADMINISTRATION

Semester III

Session 2019-2021

Under The Guidance of

Prof. Rajeev Tiwari
(Deptt. Of MBA)

Submitted By
AKSHITA SHRIVAS
MBA III Sem.
Roll No. : 19126540
Enroll. No.: R15006P3770103

Submitted To
RANI DURGAVATI VISHWAVIDYALAYA,
JABALPUR (M.P)

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LAXMI BAI SAHU JI INSTITUTE OF MANAGEMENT,
JABALPUR

CERTIFICATE

This is to certify that AKSHITA SHRIVAS Student of Master of

Business Administration (III Semester) at Laxmi Bai Sahu Ji Institute of
Management has completed the project entitled “A STUDY ON CUSTOMER
RELATIONSHIP MANAGEMENT ON BRAND FACTORY , JBP”

She has submitted the project in partial fulfillment of the degree of

MASTER OF BUSINNESS ADMINISTRATION from RANI
DURGAVATI VISHVADYALAYA, Jabalpur for academic year 2019-21

This report is up to the standard both in respect of its content and

it’s literally presentation for being referred to the examinees.

I wish her all the success.

Prof. Rajeev Tiwari

(Deptt. Of MBA)

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 DECLARATION

I hereby declare that the Project entitled “A STUDY ON CUSTOMER

RELATIONSHIP MANAGEMENT ON BRAND FACTORY , JBP”

Being submitted in partial fulfillment for the award of the degree of

Master of Business Administration to “Rani Durgavati Vishwavidyalaya,
Jabalpur” is the authentic record of my own work done under the guidance of
Prof. Rajeev Tiwari.

The matter reported in this project has not been submitted earlier
for the award of any degree.

Jabalpur

AKSHITA SHRIVAS
MBA III Sem.
Roll No. : 19126540
Enroll. No.: R15006P3770103

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 ACKNOWLEDGEMENT
I would like to express my deep sense of gratitude to management & all
the employee of “ BRAND FACTORY , JBP ” who have helped me in completing my
training. There guidance has helped me in completing my training and enabled
me to gain knowledge.

I am deeply indebted and obliged to Dr. A. K. Bhandari (Group Director),

Dr. J. K. Yadav (Principal/HOD) Laxmi Bai Sahu Ji Institute of Management,
Jabalpur for their valuable guidance throughout my Project work. I also want to
express my gratefulness towards Prof. Rajeev Tiwari who willingly spared his/her
precious time whenever needed.

I would like to give my heartiest thanks to all the teachers of Laxmi Bai Sahu
Ji Institute of Management who always encouraged and inspired me to carry out this
work. While preparing this report, I received valuable suggestion from my parents and
my friends to complete my work successfully.

This project would have been almost impossible without their help. It’s my
pleasure to express my gratitude towards all of them.

AKSHITA SHRIVAS
MBA III Sem.
Roll No. : 19126540
Enroll. No.: R15006P3770103
Laxmi Bai Sahu Ji Institute of Management
Jabalpur (M.P.)

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 LAXMI BAI SAHUJI INSTITUTE OF MANAGEMENT
Patan Road Benikheda Jbp
(Affiliated to RDVV Jabalpur. Approved by AICTE, New Delhi)
Prof.(Dr) Jitendra Kumar Yadav
( Principal)
M.Com, M.A.(Eco.), M.B.A.(Fin) Dip.C.,LL.B.,MSW.Ph.d.
Home Addrees :142,Shyam Kunj Omti Ward Near Ram Mandir JABALPUR-2 (M.P.)
M.No ; 09826149705, Email Adress : [email protected]

Ref. No : Date :

FORWARD
I hereby forward Project on “A STUDY ON CUSTOMER
RELATIONSHIP MANAGEMENT ON BRAND FACTORY, JBP” which is
being submitted by AKSHITA SHRIVAS in partial fulfillment of requirement
for award of degree of Master of Business Administration R.D.V.V,
Jabalpur (M.P).

Dr. J. K. Yadav
Principal
Laxmi Bai Sahu Ji Institute of Management,
Jabalpur (M.P.)

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 CONTENTS

S. NO. TOPIC PAGE NO

1 EXECUTIVE SUMMARY

2 INTRODUCTION

3 COMPANY PROFILE

4 CONCEPTUAL BACKGROUND

5 OBJECTIVE OF THE STUDY

6 RESEARCH METHODOLOGY

7 DATA ANALYSIS AND INTERPRETATION

8 FINDINGS, SUGGESTIONS

9 CONCLUSION

10 BIBLIOGRAPHY

11 ANNEXURE

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 EXECUTIVE SUMMARY

The approaches in marketing functions are changing very fast in tune with the
changing challenges n changing behavior of customers. The focus of transactional marketing
approach was on individual transaction and does not concern continuous relationships with
customers. Customer was viewed as outsiders to the business. On other hand customer
relationship management focuses on more widely on customers and on entire functions
connected with the customization of relationship, enhancing customer loyalty and life time of
the customer with the organization. Simply put, organizations have discovered competitive
advantage and growth driver, among others, through CRM.
The researcher selected the theme, The Impact of Customer Relationship
Management Processes on sale, An Empirical study of CRM Process in Brand Factory”
pursuant to reflection in the pre- research studies that not much work has been done in the
sector of fast moving goods sector, and in particular - beverage sector in India. The
researcher has used descriptive and exploratory research design. Sampling method was non
probability, convenience, and judgment based. Population comprised the customer n dealers
of NCR. 100 people rationally constituted the sample size comprising customers (N=50),
Dealers (N=10) and the employees (N=40) of Brand factory after rejecting invalid responses.
Respondents were characterized by diverse backgrounds, such as various age groups etc.
The researcher found that higher percentage of population is satisfied with quality of
product, pricing, packaging and with the ease in availability of product. Most of the
respondents were from the middle level of the employees. The research also shows that
products are consumed by all age group of people and they are from diverse backgrounds.
The respondents’ attitude about brand preference did not vary significantly among the
different respondents with different demographic profile. Overall findings clearly indicated
that the role of CRM on the brand preference is significant.
The study is divided into several chapters. The first chapter is introductory in nature
and deals with customers, meaning and concept of CRM, functions for customers, importance
of CRM, types of marketing, features of marketing contract and duties, power and functions
of Customer Relationship Management. The second chapter deals with Company Profile
where maximum information about the company is made available. Research Methodology is
covered in the followed chapter which includes research statement, hypothesis, Objectives of
the study, data analysis, scope and limitations of the study. The next chapter deals with data

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analysis. Tables, percentage, Pie Charts are used. Then next chapter gives the conclusion of
the study and gives suggestions based on findings.
COLLECTING THE DATA:
The data are collected on a continuous basis from the field (sales force, channels,
suppliers, market research firms, trade associations) from people who do business with
competitors, from observing competitors, and from published data. The internet is creating a
new arsenal for those skilled at gathering intelligence.
Analyzing the primary competitor and identifying their Strengths, Weaknesses,
Opportunities, and Threats (SWOT Analysis) help determine target markets, marketing plan,
customer service, sales Fore casting and sales planning.
CRM : Customer relationship management
Customer relationship management (CRM) is the combination of practices, strategies and
technologies that companies use to manage and analyze customer interactions and data
throughout the customer lifecycle. The goal is to improve customer service relationships and
assist in customer retention and drive sales growth. CRM systems compile customer data
across different channels, or points of contact, between the customer and the company, which
could include the company's website, telephone, live chat, direct mail, marketing materials
and social networks. CRM systems can also give customer-facing staff members detailed
information on customers' personal information, purchase history, buying preferences and
concerns.

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Why CRM benefits businesses
The use of CRM systems can benefit organizations ranging from small businesses to large
corporations, through:
• Having customer information such as past purchases and interaction history easily
accessible can help customer support representatives provide better and faster
customer service.
• Collection of and access to customer data can help businesses identify trends and
insights about their customers through reporting and visualization features.
• Automation of menial, but necessary, sales funnel and customer support tasks.
Components of CRM
At the most basic level, CRM software consolidates customer information and documents it
into a single CRM database so business users can more easily access and manage it.
Over time, many additional functions have been added to CRM systems to make them more
useful. Some of these functions include recording various customer interactions over email,
phone, social media or other channels; depending on system capabilities, automating various
workflow automation processes, such as tasks, calendars and alerts; and giving managers the
ability to track performance and productivity based on information logged within the system.
• Marketing automation. CRM tools with marketing automation capabilities can
automate repetitive tasks to enhance marketing efforts at different points in the
lifecycle for lead generation. For example, as sales prospects come into the system, it
might automatically send email marketing content, with the goal of turning a sales
lead into a full-fledged customer.
• Sales force automation. Sales force automation tools track customer interactions and
automate certain business functions of the sales cycle that are necessary to follow
leads, obtain new customers and build customer loyalty.
• Contact center automation. Designed to reduce tedious aspects of a contact center
agent's job, contact center automation might include prerecorded audio that assists in
customer problem-solving and information dissemination. Various software tools that
integrate with the agent's desktop tools can handle customer requests in order to cut
down on the length of calls and to simplify customer service processes. Automated
contact center tools, such as chatbots, can improve customer user experiences.
• Geolocation technology, or location-based services. Some CRM systems include
technology that can create geographic marketing campaigns based on customers'
physical locations, sometimes integrating with popular location-based GPS (global

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 positioning system) apps. Geolocation technology can also be used as a networking or
contact management tool in order to find sales prospects based on a location.

• Workflow automation. CRM systems help businesses optimize processes by

streamlining mundane workloads, enabling employees to focus on creative and more
high-level tasks.

• Lead management. Sales leads can be tracked through CRM, enabling sales teams to
input, track and analyze data for leads in one place.

• Human resource management (HRM). CRM systems help track employee

information, such as contact information, performance reviews and benefits within a
company. This enables the HR department to more effectively manage the internal
workforce.

• Analytics. Analytics in CRM help create better customer satisfaction rates by

analyzing user data and helping create targeted marketing campaigns.

• Artificial intelligence. AI technologies, such as Salesforce Einstein, have been built

into CRM platforms to automate repetitive tasks, identify customer-buying patterns to
predict future customer behaviors and more.

• Project management. Some CRM systems include features to help users keep track
of client project details such as objectives, strategic alignment, processes, risk
management and progress.

• Integration with other software. Many CRM systems can integrate with other
software, such as call center and enterprise resource planning (ERP) systems.

Effect on Customer Satisfaction

Customer satisfaction has important implications for the economic performance of

firms because it has the ability to increase customer loyalty and usage behavior and reduce
customer complaints and the likelihood of customer defection.[27][28] The implementation of a
CRM approach is likely to have an effect on customer satisfaction and customer knowledge
for a variety of different reasons.

Firstly, firms are able to customize their offerings for each customer.[29] By accumulating
information across customer interactions and processing this information to discover hidden
patterns, CRM applications help firms customize their offerings to suit the individual tastes of

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their customers.[29] This customization enhances the perceived quality of products and
services from a customer's viewpoint, and because perceived quality is a determinant of
customer satisfaction, it follows that CRM applications indirectly affect customer
satisfaction. CRM applications also enable firms to provide timely, accurate processing of
customer orders and requests and the ongoing management of customer accounts.[29] For
example, Piccoli and Applegate discuss how Wyndham uses IT tools to deliver a consistent
service experience across its various properties to a customer. Both an improved ability to
customize and a reduced variability of the consumption experience enhance perceived
quality, which in turn positively affects customer satisfaction.[30] Furthermore, CRM
applications also help firms manage customer relationships more effectively across the stages
of relationship initiation, maintenance, and termination.[31]

Customer Benefits

With Customer relationship management systems, customers are served better on day
to day process. With more reliable information, their demand for self service from companies
will decrease. If there is less need to interact with the company for different
problems, customer satisfaction level increases.[32] These central benefits of CRM will be
connected hypothetically to the three kinds of equity that are relationship, value, and brand,
and in the end to customer equity. Eight benefits were recognized to provide value drivers.[33]

1. Enhanced ability to target profitable customers.

2. Integrated assistance across channels.

3. Enhanced sales force efficiency and effectiveness.

4. Improved pricing.

5. Customized products and services.

6. Improved customer service efficiency and effectiveness.

7. Individualized marketing messages also called campaigns.

8. Connect customers and all channels on a single platform.

Improving CRM within a firm

Consultants argue that it is important for companies establishing strong CRM systems
to improve their relational intelligence.[43] According to this argument, a company must
recognize that people have many different types of relationships with different brands. One

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research study analyzed relationships between consumers in China, Germany, Spain, and the
United States, with over 200 brands in 11 industries including airlines, cars and media. This
information is valuable as it provides demographic, behavioral, and value-based customer
segmentation. These types of relationships can be both positive and negative. Some
customers view themselves as friends of the brands, while others as enemies, and some are
mixed with a love-hate relationship with the brand. Some relationships are distant, intimate or
anything in between.

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 INTRODUCTION

The biggest management challenge in the new millennium of liberalization and

globalization for a business is to serve and maintain good relationship with the king – the
customer. In the past producers took their customers for granted, because at that time the
customers were not demanding nor had alternative source of supply or suppliers. But today
there is a radical transformation. The changing business environment is characterized by
economic liberalization, increasing competition, high consumer choice, demanding customer,
more emphasis on quality and value of purchase etc. All these changes have made today’s
producer shift from traditional marketing to modern marketing. Modern marketing calls for
more than developing a product, pricing it, promoting it and making it accessible to target
customer. It demands building trust, a binding force and value added relationship with the
customers. The process of developing a cooperative and collaborative relationship between
the buyer and seller is called customer relationship management. shortly called CRM. The
CRM is a new technique in marketing where the marketer tries to develop long term
relationship with the customers to develop them as lifetime customers. CRM aims to make
the customer climb up the ladder of loyalty. The company first tries to determine who are
likely prospects i.e. the people who have a strong potential interest in the product and ability
to pay for it. The company hopes to convert many of its qualified prospect into first time
customers and then to convert those first time customers into repeat customers. Then the
company tries to convert these repeat customers into clients – they are those people who buy
only from the company in the relevant product categories.
Why – customer relationship management
• A satisfied customer in 10 years will bring 100 more customers to the company.
• It costs 7 time more to attract a new customer than to serve an old one.
• 20% of the company’s loyal customers account for 80% of its revenues. (Pareto’s
principle).
• The chances of selling to an existing customer are 1 in 2, the chances of selling to a
new customer are 1 in 16.

Eight ways to keep customers for life

1. Every part of the company’s marketing effort should be geared towards building
lifetime relationships.

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2. People want to do business with friendly people. To have effective relations a friendly
attitude must permeate in the organization.
3. Information technology developments should be positively used to serve the
customers.
4. The company should always be flexible to bend its rules and procedures in the client’s
favor.
5. The company should communicate with its customers even when it is not trying to
sell something.
6. The company can communicate and develop stronger customer bonding by providing
financial and social benefits.
7. The company should try to know all its customers including their lifestyles, hobbies,
likes and dislikes etc.
8. The company should make it a point to deliver more than what is promised.
CRM in the Textile industry In textile industry one company sell its product to another
company.
For example a yarn manufacturing company sell to fabric manufacturing company. A
fabric manufacturing company sell fabric to apparel company. The main customers of the
companies in the textile industry are the wholesalers. And the final product is sold to the
wholesalers and retailers. In this industry the customers are few and profit margins are
high. So CRM is very much necessary and relevant in this industry. There is a high
degree of uncertainty on the part of the buyers, the likelihood of customers seeking
relationship is increased. If the firm loses its customer it would be major loss to the firm.
The product in the textile industry is complex and quality is an important factor. One of
the major values the customer expects from vendors is quality. No customer will tolerate
average quality. According to GE’s chairman John “quality is the best assurance of
customer allegiance and strongest defense against competition and the only path to
sustained growth and earnings.” If the product is not of good quality the customer will not
be satisfied and the firm may lose its customer. Moreover there is as cope of
customization in the product. The seller has to customize the product according to the
need of the customer. Customization is changing the product according to the need of the
customer in order to satisfy him.
How to introduce CRM in the company.
There are four key steps for putting one to one marketing program to work –
Step 1 : Identify your customers- To launch a one to one initiative the company must be

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 able to locate and contact a fair number of customers or at least a substantial portion of its
valuable customers. It is crucial to know the customer details as much as possible, not just
their names or address, but their habits, preferences and so forth.
Step 2 : Differentiating your customers- Customers are different in two principal ways,
they represent different levels of value and have different needs. Once the company
identifies its customers differentiating them will help the company to focus its efforts to
again the most advantage with the most valuable customers.
Step 3 : Interacting with the customer- Interaction is also a crucial component of a
successful CRM initiative. It is important to remember that interaction just not occur
through marketing and sales channels, customer interact in many different ways with
many different areas of the organization so to foster relationship all the areas of the
organization must be accessible to the customer.
Step 4 : Customize your enterprise’s behavior- Ultimately to lock a customer into a
relationship a company must adapt some aspect of its behavior to meet customer’s
individually expressed needs this might mean mass customizing a manufactured product
or it might involve tailoring some aspect of the service surrounding the product.
SIGNIFICANCE OF THE STUDY
The CRM (customer relationship management) is an integrated effort to strengthen
the network of relationship for the mutual benefit of both the parties. The biggest
management challenge in the new millennium of liberalization and globalization for a
business is to maintain good relationship with the king – the customer. This study is of
great significance because
A 5% increase in the customer retention will increase the profit up to 125%.
It costs seven time more to attract a new customer than to serve an old one.
20% of the company’s loyal customers account for the 80% of its revenues.
To study on customer relationship management would enable the researcher to
know about the CRM practices adopted in the textile industry.
Customer relationship management (crm) consists of the processes a company uses
to track and organize its contacts with its current and prospective customers. Crm software
is used to support these processes; information about customers and customer interactions
can be entered, stored and accessed by employees in different company departments.
Typical crm goals are to improve services provided to customers, and to use customer
contact information for targeted marketing.

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While the term CRM generally refers to a software-based approach to handling customer
relationships, most CRM software vendors stress that a successful CRM effort requires a
holistic approach. CRM initiatives often fail because implementation was limited to
software installation, without providing the context, support and understanding for
employees to learn, and take full advantage of the information systems. CRM tools should
be implemented "only after a well-devised strategy and operational plan are put in place".
CRM can be implemented without major investments in software, but software is often
necessary to explore the full benefits of a CRM strategy. Other problems occur when
failing to think of sales as the output of a process that it needs to be studied and taken into
account when planning automation. From the outside, customers interacting with a
company perceive the business as a single entity, despite often interacting with a number
of employees in different roles and departments. CRM is a combination of policies,
processes, and strategies implemented by an organization to unify its customer interactions
and provide a means to track customer information. It involves the use of technology in
attracting new and profitable customers, while forming tighter bonds with existing ones.

CRM includes many aspects which relate directly to one another:

¬ Front office operations — Direct interaction with customers, e.g. face to face
meetings, phone calls, e-mail, online services etc.
¬ Back office operations — Operations that ultimately affect the activities of the front

office (e.g., billing, maintenance, planning, marketing, advertising,

finance, manufacturing, etc.)
¬ Business relationships — Interaction with other companies and partners, such as

suppliers/vendors and retail outlets/distributors, industry networks (lobbying groups,

trade associations). This external network supports front and back office activities.
¬ Analysis — Key CRM data can be analyzed in order to plan target-marketing
campaigns,

conceive business strategies, and judge the success of CRM activities (e.g., market
share, number and types of customers, revenue, profitability).

Proponents of CRM software claim that it doesn't only allow more effective ways of

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 managing customer relationships, but also more customer-centric ways of doing business.
Executives often cite the need for the proper tools as a barrier to delivering the experience
their customers expect. A 2009 study of over 860 corporate executives revealed only 39%
believes that their employees have tools and authority to solve customer problems.

Types/variations of CRM

There are several different approaches to CRM

1) Operational CRM
2) Analytical CRM

3) Sales Intelligence CRM

4) Campaign Management

5) Collaborative CRM

6) Consumer Relationship CRM

STRATEGY

Several CRM software packages are available, and they vary in their approach to CRM.
However, as mentioned above, CRM is not just a technology but rather a comprehensive,
customer-centric approach to an organization's philosophy of dealing with its customers.
This includes policies and processes, front-of-house customer service, employee training,
marketing, systems and information management. Hence, it is important that any CRM
implementation considerations stretch beyond technology toward the broader
organizational requirements.
Retail discount chain by Future Lifestyle Fashion, Brand Factory, is back with its
annual ‘Free Shopping Weekend’ (FSW) from 4 to 8 December. Customers can shop from
over 200 plus original national and international brands.
According to the company, this event offers the customers goods worth Rs 5,000 at
Rs 2,000 only and returns the entire value in the form of free merchandise, gift vouchers and
cash backs.
Aiming to increase brand awareness and directing themselves towards strengthening
the connection with customers, Brand Factory is going all out on its digital campaign. The

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retail chain will be sending over 1,00,000 customised invites in the video format, created
by IdeateLabs, to each customer who has conversed with the brand, through various social
media platforms. The entire marketing exercise has led to a large variety of user-generated
content organically and has received a tremendous response.
Roch D’Souza, chief marketing officer of Brand Factory, said, “Free Shopping
Weekend is one of our prime properties and also India’s annual shopping pilgrimage where
people readily queue up to get the best deals on the best brands. In this spirit, we have
launched a 360-degree marketing strategy including customisations, influencer trends in
regional markets and digital platforms like Tik Tok to amplify the biggest shopping festival
of the year. We have created over 1,00,000 personalised videos and messages for our brand
followers while having strict deadlines was one mammoth task. The initial response of the
audience is phenomenal. They have been surprised with the personalised approach which in-
return is successfully generating numerous conversations and user-generated content. With
FSW, we have enabled equalisation among audiences. As always we are looking forward to
having maximum footfalls at FSW.”
The integrated marketing campaign has roped in influencers across fields, gender,
reach and demographics to raise mass awareness around its upcoming sale. Along with
boosting awareness on personalisation and influencers marketing, Brand Factory ensured to
be visibility to consumers across multiple touchpoints such as print, television, OOH, radio
amongst others to connect with their target audience.
Amit Tripathi, managing director, IdeateLabs, said, “Digital today is primarily about
building conversations. Brands have the opportunity as well as resources to use various
digital channels to connect with their customers effectively and engage with them in more
personalised ways. A content approach that speaks to your desire of ‘hunt for the deal’ and
weaving an impactful messaging around it, is the only way to gain consumers attention in a
heavily cluttered world today. Team IdeateLabs has been involved with FSW since the
launch, and this is the 4th edition of the event. Our focus was on maximising our engagement
with the entire loyal follower base of Brand Factory." Brand Factory presently has 103 store
outlets across 49 cities in India.
BRAND FACTORY MARKETING

Retail Business has in recent times catapulted itself into the top growing industry in
India. Today in most cities one can see these Retails Business giants penetrating even into
lanes and by lanes. There many bigwigs who have made a successful foray into this market.

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This market is contributing a huge10 per cent to the GDP of our country. In terms of
providing employment, retailing in India stands at about eight per cent and is winding its way
to become the next boom in the industry.
The current scenario in the retail sector in India is projecting wide expanse in sizes
and shapes metamorphosing into shopping complexes, malls, huge complexes nick named
multiplexes offer shopping bonanza, entertainment galore and wide food spread; all in one
court that was hitherto known only in advance economic countries. The world of shopping
has undergone a sea-change in terms of layout and consumer behavioral pattern, bringing in a
welcoming an almost rebellious shopping in India. Gone are the days when you interacted
with the typical street corner grocery shop-keeper across the counter. You now have the
liberty to see, touch, feel and compare the wider range of products and make selection of your
choice. This has created a new activity for the family shopping under one- roof and coming
back satisfied apart from the sojourn contributing to enjoyment to some extent. The advent of
Retail Business has cascaded other businesses such as the real estate. The requirement of
vastness of infrastructure for the Retail business has indirectly catapulted business of Real
estate, resulting in unimaginable scale of investments. The real estate sector saw a massive
domestic and International operators flushing finance in the development of the infrastructure
and buildings to cater to the needs of the Retail business.

The driving force contributing to the growth of the Retail business in India is several.
They are:

1) Underdeveloped Retail business limited to a few businessman bringing the concept of

the west to India
2) Drop in real estate prices
3) Sudden improvement of spending power in the hands of the consumer especially in
the Middle Income group
4) A gradual shift of several luxury products becoming products for minimal comfort
due to living standard of living and habits.

The tremendous increase in the youth segment of our ever increasing population, bringing in
the much wanted changes and fresh outlook in life is a major factor. The advent of IT
industry ushered in much higher home take income which could not be dreamt by even the
parents of the youth whose purchase power took a quantum leap. The breaking up of Joint
families into nuclear ones in the cities and towns, increasing new trend of the women taking
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up to working alongside men led to the raising of tremendous opportunities in the services
and retail sectors.

These are some of the prime contributory cause leading to growth of an organized retail
sector in India. Retail business in India currently prides itself in promoting almost all
personal preferences in life. To name some of them –

• Clothing and Textiles especially apparels & accessories

• Consumer appliance
• Electronics gadgets, Cosmetics and Toiletries
• Products for Home & for the Office,
• Travel and Leisure etc.

For ages, centuries have seen the good old Grocer in the neighborhood; the advent of
the Retail segment in India is witnessed a metamorphic addition and expansion. One should
not forget that the good old Grocer shops have not disappeared as lot of pundits had
predicted. The torrents of sleek supermarkets have not made a great dent in the Indian
evergreen traditional retail markets. Departmental blocks, Supermarkets, Hypermarkets and
Specialty stores are the new formats in the Retail segment that have been welcomed whole-
heartedly by the ever increasing population, especially the youth who are constant are on the
look out for change.

The structure of the Retail market in India has liberalized to include sever verticals in
differing formats catering to their respective target clients. The cities fast lanes and bye lanes
are dotted with shopping malls and multiplexes giving them the look of modernity and
coming of age especially the large cities. With all the major cities having been saturated, the
avalanche of the Retail segment has penetrated the Tier II cities which are fast catching and
are not lagging far behind in the race.

Statistics obtained on running and developmental plans up to 2007 reveals a

extrapolation of about 220 shopping malls, consisting of 140 of them in the metros and the
remaining 80 in the Tier II cities. The State governments of the states of New Delhi and
National Capital Region (NCR) are extremely excited in allotting land for Retail Commercial
infrastructure development, thereby making availability of additional land for retail segment;
thus making NCR contribute to 50% of the malls that have come up. Graphics highlights of
this study of India Capital City and its surrounding II tier cities are given below:

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 Explanation: While Delhi being the capital first forayed into the Retail Market. The
advent of this development in Delhi also followed suit in the II tier cities, some of them even
surpassing it.

The Global players are eying India as a growth potential goldmine for investment in
Retail business. Current survey has ranked India as the most happening destination for
Retailers segment in magnetic growing Retail market. India’s bludgeoning middle class that
is seen as a virgin, untapped market in the Retail industry is in the eye for entry for the global
Retail bigwigs. While India boasts of over 5.1 million Retail outlets, the segment is loaded
with small timers scattered as to the convenience of the Retail owners. This lop-sided market
is an ensemble sans the grandiose of large sized operators like multiplexes, hypermarket and
the like. This scenario offers on platter huge scopes of great opportunity of business for the
Global retailing specialists. The structured retail sector is slated to out grow stronger than
GDP in the coming decade chiefly driven by fast and ever changing lifestyles, burgeoning
pay-packet and favorable distribution pattern of the Retail market.

Another major feather in the cap of the Retail industry in India is allowance of 51%
FDI in each brand outlet. A second series of reforms, the government is now mulling is to
initiate in this segment is further liberalizing the norms for investment. This goes a long way
in favor of the retail segment’s growth in terms of design perception, building quality and
affording modern facilities and also helps nurturing a consumer-friendly situation.

Retail business in India is at crucial juncture yet the future for the consumer markets
is promising high potential for growth. Governments policies are increasingly becoming
favorable coupled with emerging technologies are making it conducive for operations in and
out of India. This upsurge in the retail business has put India as a dream destination for retail
investors and has also catapulted simultaneously as corollary to the Retail business
compelling investments in the Real Estate sector.

For the general global investors who cautiously test the Indian Markets for
investments, domestic companies and joint ventures in the retail segment are seen to be more
favorably juxtaposed than the stand-alone foreign operators in the emerging structured
retailing business.

What the customers regard as value and what they buy is decisive.

The potential customers therefore undergo various levels of thought process until they
choose a brand or a product to purchase. Branding strategies thus utilized by retailers’

Page | 21
requirement are to be aware of essentials in these first levels that might have a bearing on
later choices. Further the determinant factor, the level of judgment that customers evaluate a
brand is their degree of involvement, i.e. higher levels of involvement denotes far-reaching
evaluation processes, (Hawkins, Best and Coney, 1989). Product pricing is often perceived as
an indication of the level of involvement since customers spend more time probing and
comparing the same.

THE ESSENTIAL ELEMENTS

A firm’s Retail marketing mix may contain several elements, the essentials of them include-
• Store location
• Merchandise assortments
• Store ambience
• Customer service
• Price
• Communication with customers

Page | 22
 COMPANY PROFILE

Brand Factory is a chain of retail stores operated by Future Group. Its head office is
in Mumbai. Launched in September 2006, it has 100 stores across 50 cities in India as of
December 2018. It is India's largest discount retail chain and offers a wide range of apparel
brands in different categories for men, women, infants, accessories, cosmetics, footwear,
sportswear and luggage. The chain plans to expand its number of outlets to 100 by 2018.

The outlets are between 70,000 and 150,000 square feet in size and hosts several
Indian and International fashion brands like Levis, Pepe Jeans, Wrangler, Provogue,
Arrow, Nike, Adidas, Reebok,
ok, Louis Phillippe, Allen Solly, Reid & WILWON, and Gini &
Jony. It has stores in Amritsar, Chennai, Bhilai, Raipur, Bhubaneswar, Cuttack, Kanpur,
Kolkata, Kollam, Hyderabad, Asansol, Bangalore, Mysore, Hubli, Jabalpur, Indore,
Mangalore,Coimbatore, Guwahati,
Guwah Trivandrum, Ahmedabad, Mumbai, Bhuj, Thane, Nagpur,
Ujjain, Vijayawada, Visakhapatnam, Pune, Kalyan, Calicut, Patna, Vadodara, Salem, Luckn
ow, Agra, Nashik, Surat, Rajkot, Jaipur, Margao, Thrissur and Aurangabad(MH).

Brand Factory is India’s largest chain of fashion discount stores that promises
consumers a revolutionary discount shopping experience. It offers more than 200
Indian and International brands at 20%-70%
20% 70% discount, all 365 days a year. We offer
customers a wide range of brands and categories
categori es at absolutely great prices in an
ambience that is refreshingly enjoyable. Merchandise available at Brand Factory
stores include men’s formals, casuals, youth wear, women’s western wear, women’s
ethnic, sportswear, infant wear, accessories, footwear, luggage
lug gage and much more. We
now stand at 41 stores across 20 cities.
Welcome to the Brand Factory, brought to you by Future Lifestyle Fashions Ltd. In
using the Brand Factory service, of Future Lifestyle Fashions Ltd. you are deemed
to have accepted the terms and
and conditions listed below. All products/services and
information displayed on Brand Factory constitute an 'invitation to offer'. Your
order for purchase constitutes your 'offer' which shall be subject to the terms and
conditions as listed below. Brand Factory
Factory reserves the right to accept or reject your

Page | 23
offer. If you have supplied us with your valid email address, we will notify you by
email as soon as possible to confirm receipt of your order and email you again to
confirm details and therefore process the order. Our acceptance of your order will
take place upon dispatch of the product(s) ordered. No act or omission of Brand
Factory prior to the actual dispatch of the product(s) ordered will constitute
acceptance of your offer.

Invite Offer

1.The offer received by you & your friend on successful registration is valid in
Brand Factory stores only.
2.The coupon codes will reach you & the friend you refer, via SMS, post both of
you successfully register with us.
3.The offer coupons cannot be clubbed with any other promotional coupon
codes/Gift vouchers/Future Pay cash on the same bill.
4.The coupon redemption is invalid on red zone merchandise & accessories in-
store

Pricing Information

While Brand Factory strives to provide accurate product and pricing information,
pricing or typographical errors may occur. Brand Factory cannot confirm the price
of a product until after you order. In the event that a product is listed at an incorrect
price or with incorrect information due to an error in pricing or product
information, Brand Factory shall have the right, at our sole discretion, to refuse or
cancel any orders placed for that product, unless the product has already been
dispatched. In the event that an item is mis-priced, Brand Factory may, at its
discretion, either contact you for instructions or cancel your order and notify you of
such cancellation. Unless the product ordered by you has been dispatched, your
offer will not be deemed accepted and Brand Factory will have the right to modify
the price of the product and contact you for further instructions using the e-mail
address provided by you during the time of registration, or cancel the order and
Page | 24
notify you of such cancellation. In the event that Brand Factory accepts your order
the same shall be debited to your credit card account and duly notified to you by
email that the payment has been processed. The payment may be processed prior to
Brand Factory dispatch of the product that you have ordered. If we have to cancel
the order after we have processed the payment, the said amount will be reversed
back to your credit card account. We strive to provide you with the best prices
possible on Brand Factory as well as in all our group stores under the corporate
entity - Future Group. However, sometimes a price online may not match the price
in a store. In our effort to be the lowest price provider in your particular geographic
region, store pricing will sometimes differ from online prices. Prices and
availability are subject to change without notice.

Terms and conditions for Customer Support Chat

1.Brand Factory may suspend the chat service at any time without notice.
2.Brand Factory or its executives are not responsible for any delay caused in
attending to or replying to the queries via chat.
3.Communication through chat would be stored by Brand Factory for future
reference; customer would not have the right to access this information at a later
date.
4.While chatting you may not put on any objectionable information i.e. unlawful,
threatening, abusive, defamatory, obscene information.
5.The chat room will not be used for selling of any products or advising on
business opportunity or any other form of solicitation.
6.Powered by Comm100.
7.You may proceed further, and chat with our online customer care executive only
if you agree to the above terms and conditions

Page | 25
Objectionable Material

You understand that by using this Site or any services provided on the Site, you
may encounter Content that may be deemed by some to be offensive, indecent, or
objectionable, which Content may or may not be identified as such. You agree to
use the Site and any service at your sole risk and that to the fullest extent permitted
under applicable law, Brand Factory and its affiliates shall have no liability to you
for Content that may be deemed offensive, indecent, or objectionable to you.

Indemnity

You agree to defend, indemnify and hold harmless Brand Factory, its employees,
directors, officers, agents and their successors and assigns from and against any
and all claims, liabilities, damages, losses, costs and expenses, including attorney's
fees, caused by or arising out of claims based upon your actions or inactions, which
may result in any loss or liability to Brand Factory or any third party including but
not limited to breach of any warranties, representations or undertakings or in
relation to the non-fulfilment of any of your obligations under this User Agreement
or arising out of your violation of any applicable laws, regulations including but
not limited to Intellectual Property Rights, payment of statutory dues and taxes,
claim of libel, defamation, violation of rights of privacy or publicity, loss of service
by other subscribers and infringement of intellectual property or other rights. This
clause shall survive the expiry or termination of this User Agreement.

Termination

This User Agreement is effective unless and until terminated by either you or
Brand Factory. You may terminate this User Agreement at any time, provided that
you discontinue any further use of this Site. Brand Factory may terminate this User
Agreement at any time and may do so immediately without notice, and accordingly
deny you access to the Site, Such termination will be without any liability to Brand
Factory. Upon any termination of the User Agreement by either you or Brand

Page | 26
Factory, you must promptly destroy all materials downloaded or otherwise
obtained from this Site, as well as all copies of such materials, whether made under
the User Agreement or otherwise. Brand Factory's right to any Comments shall
survive any termination of this User Agreement. Any such termination of the User
Agreement shall not cancel your obligation to pay for the product already ordered
from the Site or affect any liability that may have arisen under the User
Agreement.

Limitation of Liability and Disclaimers

The Site is provided without any warranties or guarantees and in an 'As Is'
condition. You must bear the risks associated with the use of the Site. The Site
provides content from other Internet sites or resources and while Brand Factory
tries to ensure that material included on the Site is correct, reputable and of high
quality, it cannot accept responsibility if this is not the case. Brand Factory will not
be responsible for any errors or omissions or for the results obtained from the use
of such information or for any technical problems you may experience with the
Site. This disclaimer does not apply to any product warranty offered by the
manufacturer of the product as specified in the product specifications. This
disclaimer constitutes an essential part of this User Agreement. To the fullest
extent permitted under applicable law, Brand Factory or its suppliers shall not be
liable for any indirect, incidental, special, incidental, consequential or exemplary
damages, including but not limited to, damages for loss of profits, goodwill, use,
data or other intangible losses arising out of or in connection with the Site, its
services or this User Agreement. Without prejudice to the generality of the section
above, the total liability of Brand Factory to you for all liabilities arising out of this
User Agreement be it in tort or contract is limited to the value of the product
ordered by you. Brand Factory, its associates and technology partners make no
representations or warranties about the accuracy, reliability, completeness,
correctness and/or timeliness of any content, information, software, text, graphics,
links or communications provided on or through the use of the Site or that the
Page | 27
operation of the Site will be error free and/or uninterrupted. Consequently, Brand
Factory assumes no liability whatsoever for any monetary or other damage
suffered by you on account of the delay, failure, interruption, or corruption of any
data or other information transmitted in connection with use of the Site; and/or any
interruption or errors in the operation of the Site.

Page | 28
 OBJECTIVE OF THE STUDY

Primary objective:

To study the CRM practices.

To analyze the customer buying behavior.

To find out the satisfaction level of the customers at Brand Factory.

To study the effect of event and promotion.

Page | 29
 RESEARCH METHODOLOGY
All the findings and conclusions obtained are based on the survey done in the working
area within the time limit. I tried to select the sample representative of the whole
group during my job training.
RESEARCH PLAN:
1. Preliminary Investigation: In which data on the situation surrounding the
problems shall be gathered to arrive at
• The correct definition of the problem.
• An understanding of its environment.

2. Exploratory Study: To determine the approximate area where the problem lies.
RESEARCH DESIGN:
Research was initiated by examining the secondary data to gain insight into the
problem. By analysing the secondary data, the study aim is to explore the short
comings of the present system and primary data will help to validate the analysis of
secondary data besides on unrevealing the areas which calls for improvement.

The research design indicates the type of research methodology under taken to collect
the information for the study.

The researcher used both descriptive and analytical type of research design for his
research study. The main objective of using descriptive research is to describe the
state of affairs as it exits at present. It mainly involves surveys and fact finding
enquiries of different kinds. The researcher used descriptive research to discover the
characteristics of customers. Descriptive research also includes demography
characteristic of consumer who use the product.

The researcher also used analytical research design to analyze the existing facts from
the data collected from the customer.

Research instrument:

The Structured questionnaire is used as the research instrument for the study.

Page | 30
Questionnaire Design:

The questionnaire framed for the research study is a structured questionnaire in which
all the questions are predetermined before conducting the survey. The form of
question is of both closed and open type.
DEVELOPING THE RESEARCH PLAN:
The data for this research project has been collected through self
Administration. Due to time limitation and other constraints direct personal interview
method is used. A structured questionnaire was framed as it is less time consuming,
generates specific and to the point information, easier to tabulate and interpret.
Moreover respondents prefer to give direct answers. In questionnaires open ended and
closed ended, both the types of questions has been used.
COLLECTION OF DATA:
1: Primary data: The method of collection of primary data was contact base direct
personal interview through a structured questionnaire.
2: Secondary Data: It was collected from internal sources. The secondary data was
collected on the basis of organizational file, management books, preserved
information in the companies’ database and website of the company. The data of that
particular area was provided by the Brand Factory, Jabalpur.

Sampling design:

A Sample design is a definite plan for obtaining a sample from a given population. It
is the procedure used by the researcher in selecting items for the sample.

Sampling Technique:

The researcher adopted simple random sampling for the study.

SAMPLING PLAN: Since it is not possible to study whole universe, it becomes

necessary to take sample from the universe to know about its characteristics.

Sampling Units:, customers of Brand Factory, Jabalpur.

• Sample size: 100 respondents

• Research Instrument: Structured and close ended Questionnaire.

Page | 31
 DATA ANALYSIS & INTERPRETATION
Q.1. What are the level of customer satisfaction?

Levels of Satisfaction Value Percentage responded

Satisfied 54 54%

Dissatisfied 22 22%

No Comments 22 22%

Highly Satisfied 2 2%

Total 100 100%

Interpretation
From the analysis we can conclude that to the existing customer of the dealers,
there are satisfied customers 54%, dissatisfied are 22% from servicing or after sales
servicing, 22% is the percentage of those customers who not replied, there is also 2
% customer who was highly satisfied from the company
compan and also from dealers.

In the showroom there is range of the customers, huge no. of customers are
satisfied from the service of the company and dealer, there is also no. of customer
who are dissatisfied from the services but rage of satisfied and highly
highly satisfied
customer is more.

Page | 32
Q.2. which Type of the Products are mostly demanded by the customer’s?

VERSION VALUE PERCENTAGE

Clothes 36 36%
Electronics 45 45%
Domestic 19 19%
Total 100 100%

Interpretation
From the above table we can conclude that according to the dealers 45 % of the
customer asks for the electronics variants while 36 support the clothes variants and 19 %
wants the home use products of different brands.

Page | 33
Q.3.What is the loyal features in Brand Factory who attract to customer?

Features Value Percentage of loyalty

Price 38 38%

Quality 22 22%

Service 35 35%

Others 5 5%

Total 100 100%

Interpretation

The above analysis shows that 38 % of customers are buying the Brand Factory
product for its price, 22 % buy them due to their quality. 35% think that after sale service is
provided by Tata. And 5% people buy them due to other reasons like style, look etc. We can
conclude that most of the people think that Brand Factory pricing are economical so they are
loyal to his brand. While other people give emphasis to the after sale service. Quality and
other features are also a trait for the buyers.

Page | 34
Q.4. What is the Performance of the Products?
Customer Opinion Value Percentagee of Responded
Excellent 25 25%
Very good 50 50%
Good 20 20%

Poor 5 5%

Total 100 100%

Interpretation

The above analysis shows that there is 25% customers are highly satisfied from the
performance of brand factory products,
products, there is 50% response is very good and 20% is
response for good also there is 5% response of poor performance of some products.
products We
can conclude that there is huge no of customer’s are satisfied with the products, data is
concerned with those customers who
wh are the existing customers of Brand Factory and data
is also concerned with new customers.

Page | 35
 Q.5. What rank you will give to Brand Factory as for the satisfaction level?
Rank for the satisfaction Percentage of
Value
level Responded

1 33 33%

2 27 27%

3 20 20%

4 13 13%

5 7 7%
Total 100 100%

Interpretation

The table is shows the rank for the customer satisfaction level 1 is highest and 5 is the
lowest, there is 33% response for the rank 1,27% for the rank 2,20%for the rank 3,13% for
the rank 4,7% for the rank 5. By the analysis this is found that there is huge customers of
electronics those are satisfied from the brand factory.

Page | 36
Q.6. What type of repot shared between Customer and dealer?

Customer Opinion Value Percentage of Responded

Excellent 25 25%

Very good 50 50%

Good 20 20%

Poor 5 5%
Total 100 100%

Interpretation

The table shows that there is 25% opinion for the excellent and 50% response for
good, 20% for good and also there is 5% opinion for poor relationship with the dealer.
There should be good relation between customer and dealer because it helps to increase the
sales of company and also helpful for making the customer relationship management.

Page | 37
Q.7.. What are the customer opinion about company after sales service/

Customer Opinion Value Percentage of Responded

Excellent 25 25%

Very Good 50 50%

Good 15 15%

Poor 10 10%

Total 100 100%

Interpretation

The table shows that there is 25% customer responded for the excellent services of
company and 50% for the very good,15% for the good and there is 10% responded for the
poor services of the company. There is important to know the after sales services of the
company it shows the customers satisfaction and also shows the customer relationship
management.

Page | 38
 FINDINGS

o The demand for the diesel variant is more for most of the models but the firm has
limited number of the models having diesel variants.

o Most of people think Brand Factory pricing are economical so they are loyal to his
brand. While other people give emphasis to the after sale service. Quality and other
features are also a trait for the buyers.

o There is large no of customer’s are satisfied with the products, data is concerned with
those customers who are the existing customers of Brand Factory and data is also
concerned with new customers.

o warranty comes in after sales services, dealer provides this services to customers so
there is necessary for dealer to provide the service at the promised time because it
makes the relationship better with the customers.

o There should be good relation between customer and dealer because it helps to
increase the sales of company and also helpful for making the customer relationship
management.

o There is important to know the after sales services of the company it shows the
customers satisfaction and also shows the customer relationship management.

o There is 54% of satisfied customer’s of Brand Factory.

Page | 39
 SUGGESTION

To conclude, it can be said that Brand Factory has created a good image in
Jabalpur. Brand Factory is the Best dealer of different brand & category of
products. It is attracting the customers with its good services. Most of the
customers are satisfied with Brand Factory’ products. This satisfaction can be
concluded by the response of customer in the questionnaires. Day by day Brand
Factory is improving its reputation to other competitors. The comparison chart and
survey report in this training report can recognize this.

There should be more staff having experience of brand factory .

There should be more efficient planning for satisfying customer needs.

Attractive offers should be given time to time, to increase customer’s interests

There should be easy process of services.

Page | 40
 CONCLUSION

The research work was successfully identifying by the studying the relationship
management of Brand Factory in Jabalpur. The conclusion can be drawn from this study may
be:-

Brand Factory is India’s one of the leading seller and also the competitor of the
market both in terms of volume and revenue generated.

Within the domestic market, the Company continued to strengthen its presence in
electronic products, an all time high for the Company, growing 1.1% from the
previous year..

Currently most retailers in India comprise majority interested in the front end, but in
comparison few are on the back end and ‘Supply Chain. Yet in countries like the USA,
Germany and England, where structured retail is highly developed; ‘Supply Chain’ efficiency
is a major drawback

The track in retail segment of India is different from other global countries. The
organized retail segment in India is badly fragmented and they face a huge deficiency in the
‘Supply Chain.

The Future group in India obtains sizable economy in scale in managing their supply
chain. Dealing in excess of 170000 products, the company enjoys in a partnership mode, a
massive supplier relationship, shunning the unfair supplier – buyer transactional philosophy.
Back-end operations are IT enabled and ‘Supply chain’ management improves consistency
and effectiveness of the business.

Future Group, as part of the operation, also wants to bring down its cost of
warehousing through a consolidation process. In India almost all retail stores are situated in
the city centers -where they pay very rents and yet have limited storage space which are
scarce-‘Supply Chain management has grave business implications. Future Logistics
currently handles three million SKUs (or stock keeping units) per day spread across the entire
Future Group’s various retail formats throughout the country. This number, by 2010, is
expected to multiply to more than 30 million SKUs a day. Even with 98% accuracy, over
600,000 products will not reach the distribution channel correctly, consequently incur an
approximate sales loss of over Rs. 4 crores per day.

Page | 41
 ANNEXURE

Q.1 Have you purchased any product from Brand Factory?

a) Yes
b) No

Q.2 What are the level of customer satisfaction?

a) Satisfied
b) Dissatisfied
c) No Comments
d) Highly Satisfied

Q.3 Which Type of the Products are mostly demanded by the customer’s?
a) Clothes
b) Electronics
c) Domestic

Q.4 What is the loyal features in Brand Factory who attract to customer?
a) Price
b) Quality
c) Service
d) Others

Q.5 What is the Performance of the Products?

a) Excellent
b) Very good
c) Good
d) Poor

Q.6 What rank you will give to Brand Factory as for the satisfaction level?
a) 1
b) 2
c) 3

Page | 42
 d) 4
e) 5

Q.7 What type of repot shared between Customer and dealer?

a) Excellent
b) Very good
c) Good
d) Poor

Q.8 What are the customer opinion about company after sales service/
a) Excellent
b) Very Good
c) Good
d) Poor

Page | 43
 BIBLOGRAPHY
Books

Marketing Management, Paramhans Foundation, First Edition, 1992

Research Methodology, C.R. Kothari, Second Edition, 1993

Marketing Management, Philip Kotler, Tenth Edition, 1999

Fundamentals of Statistics, D.N.Elhance, Present Edition, 1992

Websites
1. www.brandfactorystores.com
2. www.brandfactoryonline.com
3. www.google.com
4. www.wikipeadi.com
5. www.bookshalf.com

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