A

PROJECT REPORT
ON
“A STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT (CRM)”

FOR
BAILEYS MILK UNDER VEDAAZ ORGANICS PVT. LTD.

SUBMITTED BY
PAWANKUMAR SURYAKANT SAVALIKAR
BATCH: 2018-20

UNDER THE GUIDENCE OF

PROF. ARUN KUMAR SHARMA
SUBMITTED TO

Savitribai Phule Pune University

In the Partial Fulfillment of The Requirements for The Award Of
Master’s in Business Administration (MBA)

Through

Dr. D. Y. PATIL UNITECH SOCIETY’S

Dr. D. Y. Patil Institute of Management &
Research, Sant Tukaram Nagar, Pimpri, Pune-
411018
 DECLARATION

I the undersigned hereby declare that project report title “A study on “Customer
Relationship Management” of Baileys Milk Under Vedaaz Organics Pvt. Ltd”. Which
has been submitted by me to Savitribai Phule Pune University, in partial fulfillment of
requirement for the award of degree of Master of Business Administration under the
guidance of Prof. Arun Kumar Sharma (Internal guide) Mr. Virendra Nagarkar (external
guide), is an original work of the undersigned and not been reproduced from any other
source.

Date: Signature
Place: Pawankumar S. Savalikar
 ACKNOWLEGEMENT

In the two-year course of Master’s in Business Administration (MBA), summer

internship is a part, which provides practical exposure about the real-life working environment.
So, it is an important and challenging part of life where we have to prove our mettle.

My project work is supported by unparalleled help & guidance from respected people with
whom I have been acquainted within the course of the project. I feel extremely satisfied to be
able to acknowledge their help & support in completion of my project work. I express my
gratitude & thanks to Prof. Arun Kumar Sharma, my project guide, whose inspiring
suggestions & guidance made it possible for me to go on with the project.

It had been a great pleasure & an enriching experience working with Vedaaz Organics Pvt. Ltd.
I, wish to accord my gratitude to the whole team of Vedaaz of the company especially
Virendra Nagarkar Sir, the Director of Vedaaz for giving me valuable advice, guidance and
their sparing valuable time in clarifying various points raised by me.

Before concluding, I must convey regards & heartiest gratitude to my family who have
expanded their unbelievable co-operation directly or indirectly in helping me to complete this
project.
 TABLE OF CONTENTS
Sr. No. Particulars

1. Executive Summary

2. Introduction

3. Objectives

Scope & Limitations

4. Industry / Sector Profile

Introduction

5. Company Profile

Company history

Vision mission

Other details

Product profile

6. Literature Review

7. Research methodology

8. Data Analysis & Interpretation

9. Observation/Findings

10. Suggestions/Recommendations

11. Conclusion

12. Bibliography
 1.EXECUTIVE SUMMARY

The Customer Relationship Management (CRM) is the business hack which provides the path
to the company to deal with the customer. The CRM gives the shape to the company’s sales,
marketing, customer service and data analysis activities. To deliver the expected vision the
CRM strategy is used by the companies. Meeting the customer demands and managing the
relationship between the customers and company is complex as the number of medium through
which the interactions can take place has enhanced.

This report is based on “Baileys Milk” which deals with dairy products. This report covers all
the detailed information about the company and its background. The study mainly deals with
after sales and services through Customer Relationship Management tool which is the basic
and essential requirement for any customer-based industry.

The Baileys Milk is the co-brand of Vedaaz Organics Pvt. Ltd. Vedaaz is a company founded
by a group of social entrepreneurs with the aim of providing fresh A2 milk at the door steps of
the customers. Vedaaz Organics mainly focuses on keeping its customer happy by providing
pure A2 Gir cow milk & ghee. Vedaaz is the first company in Pune to introduce A2 Gir cow
milk. Which is considered to be the purest form of milk. Vedaaz is the company which was
started in the year 2016 and managed by a team having 20+ years of experience in the milk
industry. The Vedaaz Milk is the premium brand hence the milk is expensive as compared to
other brands of A2 Milk. The milk and its products were only consumed by the premium class
people. Looking towards the demand for cheaper price range and also other variants of the milk
and its products, company introduced the co-brand-named Baileys Milk in February 2018.

The Baileys Milk is the pioneer company in Supplying Vitamin A & D Fortified Fresh milk.
The Baileys Milk fulfilled the customers demand by reducing the price of the milk and also
brought the regular cow milk variants. There are three variants of cow milk & Three variants
of cow Ghee which are less expensive than the Vedaaz Organics. The Vedaaz has only two
products i.e. A2 Gir Cow Milk and Ghee whereas Baileys has two different variants and are
less in cost as compared to Vedaaz products

The scope of this study is to understand the customer relationship management of the existing
customers which is done with the help of conducting survey for primary data collection that
could help the company to retain its customers for a longer duration of time.
The research here is conducted by using Exploratory research design for which the data
collected was primary data through circulating the questionnaire amongst the customers of
Baileys Milk for measuring the satisfaction level and the preferences of the customers of
Baileys Milk

The research found that a large number of people are satisfied with the quality of the milk,
pricing, packaging and the easy availability of the product. Most of the respondents are from
lower and middle class. This research was conducted to ensure that, how the CRM techniques
are used. The conclusion of this project report is to Study & understand the use of Customer
Relationship. This also helps to ease the process of maintaining and retaining the customer.
 2. INTRODUCTION

In the world of marketing consumers plays a vital role in any type of industry. Consumers have
become the most important part of any organization. Companies today are facing tough
competition because of the competitors in the market. Consumers have become the king of the
market. Therefore, every organization wants to know the opinion of the consumer regarding
his product. So, now a days the companies are using the technique of CRM (Customer
Relationship Management) to reduce the gap between a company and its potential customers
and to know the opinion of the customers which ultimately drives sales growth. In today’s
demanding world the customers are becoming keener about the quality of the product and CRM
is a way to solve all the related issues. Baileys Milk is using this technique of CRM to deal
with all the problems mentioned above.

The CRM software helps the company by providing the better customer service so as to keep
the customer satisfied. The CRM is the Model for Managing Company’s interactions with
Customers, Clients & Sales Prospects. CRM support businesses to grow using online
technology tailored to their specific needs. The CRM is the technology used to organize,
automate, and synchronies business processes marketing activities, sales activities, and
customer service.

The overall goals of CRM are to Find, Attract and create new customers along with the
retention of old customers. To nurture and retain those companies already has Increase the
customer loyalty. Attract former clients back and reduce the costs of marketing and client
service. The CRM can improve customer satisfaction, improve operational processes and
productivity, automate reporting, dashboards & predictive analytics.

The first open-source CRM system was developed by SugarCRM in 2004. During this period,
CRM was rapidly migrating to cloud, as a result of which it became accessible to sole
entrepreneurs and small teams. This increase in accessibility generated a huge wave of price
reduction. Around 2009, developers began considering the options to profit from social media's
momentum, and designed tools to help companies become accessible on all users' favorite
networks. Many startups at the time benefited from this trend to provide exclusively social
CRM solutions, including Base and Nutshell. The same year, Gartner organized and held the
first Customer Relationship Management Summit, and summarized the features systems
should offer to be classified as CRM solutions.
 In 2013 and 2014, most of the popular CRM products were linked to business intelligence
systems and communication software to improve corporate communication and end-users'
experience. The leading trend is to replace standardized CRM solutions with industry-specific
ones, or to make them customizable enough to meet the needs of every business. In November
2016, Forrester released a report where it identified the nine most significant CRM suites from
eight prominent vendors”

The Three Phases of CRM:

There are three phases of CRM acquisition, enhancement and retention. All the phases of
CRM are interrelated. However, doing all three phases well is a difficult proposition,
Companies need to work hard for it. Have to choose which one of these dimensions will be
their primary focus. Vedaaz primary focus was on the retention of customers. Keep in mind
that choosing one dimension to master does not mean abandoning the other two Vedaaz also
paid attention to the other two factors. It simply means for a company like Vedaaz to select a
dimension of value on which to stake its market reputation.

 Acquiring new customers:

Baileys Milk for acquiring new customers used tools such as promoting the product leadership
that pushes performance boundaries with respect to convenience and innovation. Vedaaz used
direct marketing tool such as telemarketing, catalogue marketing to reach the potential
customers the value proposition to the customer is the offer of a superior product backed by
excellent service.

 Enhancing the profitability of existing customers:

Organizations like Vedaaz can enhance the relationship by encouraging excellence in cross-
selling and up-selling. This deepens the relationship. The value proposition to the customer is
an offer of greater convenience at low cost (one-stop shopping). Vedaaz’s always try and
provides various kind of offers to its new and existing customers for enhancement of customer
relationship management.
 Retaining profitable customers for life:
Retention focuses on service adaptability-delivering not what the market desires, but what
customers want. The value proposition to the client is a proposal of a proactive relationship
that works in his or her best interest. Companies like Vedaaz try to focus on retention much
more than on attracting new customers. The reasoning behind this strategy is simple: If you
want to make money, hold onto your good customers. For this Vedaaz try to provide an
effective after sales services the grievances of the customers are solved on priority basis. T he
purpose of CRM is to improve marketing productivity by increasing marketing efficiency and
enhancing marketing effectiveness of the organization.

The goals of CRM are as follows:

 Use existing relationship to grow revenue
Enhance profitability by identifying, attracting and retaining the best customers.

 Use integrated information for excellent service

Vedaaz used the customer information to better serve his or her needs to keep them satisfied.
Customer should be surprised by how well you know them.

 Introduce more repeatable sales process and procedures

In order to enjoy continued success, the company always tries to improve consistency in
account management and selling so that the customer retention could be possible.

 Create new value and instill loyalty

using the CRM tool Vedaaz became the company that is known by its prospective and existing
customer for its ability to respond to needs and accommodate request, a company that deserves
patronage and to which they will become loyal.

 Implement more proactive solution strategy

Use a customer focused business solution that works across the entire enterprise was adopted
by the enterprise. Move from reactive data collection to proactive consumer relations that
resolve problems on the first call, and eliminating issues before they reach the crisis stage was
the aim of this enterprise.
 Need and importance of CRM

Customer Relationship Management (CRM) has become a worldwide recognized business

practice, yet it remains loosely defined and rarely well defined. By looking at its origin and
the values that led to its growth, it is feasible to create a higher knowledge of it. It was in the
1990s when the true value of relationship marketing arose. Customer Relationship
Management (CRM) has become a worldwide known business practice and is still loosely
defined and rarely well defined. The present demonstrates many CRM marketplace
professionals who comprehend CRM's main ideas. However, the customer feedback and the
marketplace we see paint a slightly different picture.

The present shows many experts in the CRM marketplace who understand the primary
thoughts of CRM. However, we see a slightly distinct image of the customer feedback and
the marketplace.

It Can Be Summarized as Follows:

 Customers play a significant role in any organization and maintaining relationship with them
is the primary motive of any organization
 The service model keeps changing.
 Consolidation of technology.
 Is it possible to develop end-customer processes?
 Is the best use being made of customer knowledge?
 Need to be proactive rather than reactive
 Recognize individuality of the client.
 This research aims to shed more light on the problems listed in the earlier paragraphs and will
answer most of the questions that have been raised.
 3. OBJECTIVES

1) To study how CRM helps to provide better Customer Service.

2) To know requirement from the customers, related to the existing product sold by the
company in the market and to upgrade the product according to the feedback provided
by the customer.
3) To study the customer satisfaction with respect to the Customer Relationship
Management practices followed by Baileys Milk.
4) To find out the impact of CRM on the profitability of the organization.
5) To study how CRM helps to provide better Customer Service.

Scope
Scope of CRM means finding out which area of business needs to be included in the CRM
plan. CRM has a wide scope in context with customer satisfaction. CRM is a tool to study
various customers with different demands and income structure. CRM has great influence in
lead tracking and sales management. It works as a marketing encyclopedia for an industry be
it small scale or a large-scale industry. Scope of CRM also covers the areas like:

Time- The survey was conducted in the month of July amongst the customers of Vedaaz to
know about customer preferences and reach the target customers easily by providing timely
service.

Place- Vedaaz organics is a Pune based company. The survey was conducted within different
regions of Pune.
Limitation
 Candidates may not fill the required form appropriately.
 Unwillingness of the candidates to fill the form.
 Lack of time to carry out the survey.
 Lower priority for carrying out the survey because of completing other tasks that are
more of importance.
 Inadequate technical support.
 Diversity of customer base.
Customer relationship management model

Creating Database

Analysing The Data

Selecting The Customer

Targeting The
Customers

Relationship Marketing

Privacy Issue

Matrics
 4. INDUSTRY PROFILE

The dairy industry is established for harvesting and processing of animal milk mostly from
cows and goats has been the part of agriculture for past thousands of years. India is the highest
milk producer in the entire world. Milk producing animals especially cows have been
domesticated for a decade. While most countries produce their own milk structure of the dairy
industry varies from country to country. Dairy industry processes the raw milk they produce to
increase the life of the milk. With industrialization and urbanization, the supply of milk become
a commercial industry.

India has been the leading producer and consumer of dairy products worldwide since 1998 with
a sustained growth in the availability of milk and milk products. Dairy activities form an
essential part of the rural Indian economy, serving as an important source of employment
and income. India also has the largest bovine population in the world. However, the milk
production per animal is significantly low as compared to the other major dairy producers.
Moreover, nearly all of the dairy produce in India is consumed domestically, with the
majority of it being sold as fluid milk. On account of this, the Indian dairy industry holds
tremendous potential for value-addition and overall development. According to the latest
report by IMARC Group, titled “Dairy Industry in India 2019 Edition: Market Size,
Growth, Prices, Segments, Cooperatives, Private Dairies, Procurement and
Distribution”, the dairy market in India reached a value of INR 9,168 Billion in 2018.

For instance, the “National Dairy Program (Phase-I)” aims to improve cattle productivity
and increase the production of milk expanding and strengthening and expanding the rural
milk procurement infrastructure and provide greater market access to the farmers. On the
other hand, the private participation in the Indian dairy sector has also increased over the
past few years. Both national and international players are entering the dairy industry,
attracted by the size and potential of the Indian market.

The focus is being given to value-added products such as cheese, yogurt, probiotic drinks,
etc. They are also introducing innovative products keeping in mind the specific
requirements of the Indian consumers. These players are also improving their milk
procurement network which is further facilitating the development of the dairy industry
in India.
Emerging Situation
Dairy is currently the top-ranking commodity in India, with the value of output in 2004 at 1.179
billion rupees (US$39 million), which is almost equal to the combined output value of rice and
wheat. Despite the importance of the dairy sector in overall GDP, it receives less government
budgeting than the agriculture sector. Further, there has been no concentrated investment in the
development of value-added or innovative products, nor any serious effort to support and
modernize the informal sector.

In light of the increasing demand driven by the growing population, higher incomes and more
health consciousness, the slowdown in dairy industry growth is severely worrisome. Based on
estimates by the National Dairy Development Board (NDDB), the demand for milk is likely to
reach 180 million tons by 2022. To supply the market, an average incremental increase of 5
million tons per annum over the next15 years is required – a doubling of the average
incremental rate achieved over the past 15 years. In the absence of sufficient increased
production, India will need to rely on the world market for imports. And because of the huge
volume required, it will affect global milk prices. Thus, focusing on areas for local dairy
development is critical.

Traditionally, the policy environment has favored the expansion of cooperatives, which
ultimately crowded out the private sector. However, liberalization of the sector in recent years
has encouraged private investment in dairying. In 2002, the Milk and Milk Products Order
(MMPO) ushered in major policy changes friendly to the private sector and a momentum of
activity that is likely to increase dramatically in the coming years. Large Indian and
multinational corporations, such as Reliance, Pepsi and Coca-Cola, are planning significant
investments.

The dairy industry is one of the budding industries in India as people around the corner want
to lead a healthy life and milk is a healthy source of calcium which is easily absorbed by the
body. People around the corner are now getting to know the importance of milk which has on
other hand increased the growth of dairy industry.
 This report is based both on secondary research and multiple waves of qualitative
primary research and has deled deeply into the following aspects of the Indian dairy
market:

All-Inclusive Situation Analysis of The Indian Dairy Industry and Its Dynamics:

Segments covered: Milk, Flavored Milk, UHT Milk, Curd, Probiotic Products, Flavored
& Frozen Yoghurts, Buttermilk, Lassi, Ghee, Butter, Cheese, Paneer, Cream, Khoya,
Dairy Whiteners, Skimmed Milk Powder, Ice Cream, Sweet Condensed Milk, Dairy
Sweets and Whey.

Focus of The Analysis in Each Segment:

 Drivers and challenges in each market.

 Historical, current and future sales trends.
 Historical, current and future volume trends.
 Historical, current and future price trends.
 Size and analysis of the organized and unorganized markets.
 Structure of the market.
 Key players and products available in these markets.
 5. COMPANY PROFILE

Vedaaz Organic Pvt Ltd

Office no.1 Ravindra Niwas, Opp. New Ashoka Restaurant,
New DP Road, Vishal Nagar, Pimple Nilakh,
Pimpri-Chinchwad, Pune-411027

Company History:
Vedaaz Organics Pvt. Ltd. is a Pune based company started in the year 2016 December by a
group of entrepreneurs of Pune who introduced the GIR cow A2 milk for the first time. It’s an
environmentally friendly organization. For Vedaaz the idea is to make A2 milk accessible to
everyone in Pune and it is the brainchild of a group of female entrepreneurs with the aim of
providing Untouched, Unadulterated fresh milk direct from our farms to your home.
A team of dedicated professionals with a rich experience of more than 20 years in the Milk
industry. Working on the concept of Farm to Home i.e. an end to end supplier of fresh Cow’s
milk from healthy, hormone free, organically fed happy cows to pasteurized & homogenized
milk at your home.

Vedaaz was started with the aim or educating the public and creating awareness about A2 milk
and bringing it within reach of every single family in Pune. It has its 8-acre farm located in
Manchar which is 60 km from the city of Pune, situated on the picturesque banks of river
Ghodnadi providing water to its farm throughout the year. It provides a happy environment for
each of its 50 Gir cows to roam freely, without any undue stress. Kathiawar community, who
revere the cows as their mother, manages the farm of Vedaaz as their own home making sure
they are well fed and looked after. Since the immunity of their cows is extremely high, they
usually don’t need the services of a veterinarian.
The Vedaaz is the premium brand and is consumed by premium & middle-class customers.
After analyzing the market, they found that there are very few middle-class people and there
are no lower-class people benefited by the milk they were supplying.
In the year 2018 February they came up with the Co-brand namely “Baileys Milk”.

Baileys Milk

Baileys Creamery, B2, Office -202,

Shubhamkar Heights Ratnadeep Colony,
Thergaon, Pune- 411033, Maharashtra.

Who We Are?

A team of dedicated professionals with a rich experience of more than 20 years in the Milk
industry. Working on the concept of Farm to Home i.e. an end to end supplier of fresh Cow’s
milk from healthy, hormone free, organically fed happy cows to pasteurized & homogenized
milk at your home.

Why Baileys Milk?

We are the pioneers in supplying Vitamin A & D fortified fresh milk. The entire process right
from our farms to dairy unit and eventually to your home through cold chain is well regulated
by us so that there is no adulteration or involvement of any middleman. Periodic testing of
milk is carried out at our Hi-Tech Dairy Unit apart from supply of free testing kit in case you
want to double check the milk.

 Managed by Team Having 20+ Years of experience in milk Industry.

 Pioneer in Supplying Vitamin A & D Fortified Fresh Milk.
 No Middleman, No Adulteration.
 Free testing kit.
 Free home delivery.
Journey of Baileys Milk:

Own Cows | Own Dairy

Own Distribution Network
We have our own Cows, Own Dairy and Own Delivery Network Assuring Unadulterated and
Fresh Milk.
 Vision
We want to become the benchmark for providing fresh, healthy products that suit today’s fast-
paced, ever changing lifestyles. We want to become a preferred choice for customers in the
food and beverages industry. The main objective of the organization is to eliminate the role of
intermediaries
 Own Cows & Farms
 Automated Milking & Immediate Packaging
 Own High-Tech Dairy
 Own Farm to Home Delivery System

Mission
Our mission is to become leaders in the business of providing fresh milk that is untouched,
unadulterated and direct from our farm to home. Our aim is to deliver milk to customers’ homes
within 12 hours of milking in order to retain the freshness of Cow milk. To overcome this
milestone, we have an effective management team to carry out the process from milking to
delivery of milk.

USP of Baileys Milk

 Farm is next to our Hi-tech dairy.
 Delivery within 12 hrs of milking.

Other Details
Vedaaz organic Customer App is designed to give you a superior milk experience through
customer relationship management. Now most of your milk transactions can be managed with
this Customer App from your Android or IOS smart phone, making the management of your
milk available at your fingertips. You can pause and resume subscription according to your
daily requirement trough the app.
Board of directors

Mr. Amit Kumar Patil

Director at Vedaaz Organics Pvt Ltd
Studied at Sinhagad college of Engineering
Former Chief Executive Officer (CEO) & Founder at Mind Trail Technologies Pvt Ltd.

Mr. Virendra Nagarkar

Director at Vedaaz Organics Pvt Ltd
Studied at University of Mumbai
Former SAP at IBM India
Product profile
A team of dedicated professionals with a rich experience of more than 20 years in the Milk
Industry. Working on the concept of Farm to Home i.e. an end to end supplier of fresh Cow’s
milk from healthy, hormone free, organically fed happy cows to pasteurized & homogenized
milk at your home.

Vedaaz organic Pvt Ltd has two products which are GIR cows A2 milk & A2 ghee. It is the
first company in Pune which provides A2 milk & A2 ghee. A2 milk is considered to be pure
desi cow’s milk which consists of Sahiwal, Khillara, Gir, and Thaeparkar. The capacity of desi
cows to produce milk is less than the imported breed which means the quality of desi cow’s
milk is maintained. A2 milk is cow's milk that mostly lacks a form of protein called A1 which
is not good for health and instead has mostly the A2 form.

Baileys Milk has six products which are Creamy Cow Milk, A&D Fortified Milk, A2 Desi
Cow Milk and the Ghee made from three variants of milk. The difference between Vedaaz A2
milk and Baileys A2 Milk is that, the Vedaaz provides A2 Milk of Gir cow whereas in the case
of Baileys A2 Milk it is the mixture of Cow milk which produces A2 Milk like Sahiwal,
Khillara, Gir, and Thaeparkar

There is no cross breeding done in case of Vedaaz as well as Baileys Milk it produces pure
form of milk, Desi GIR bulls are used for breeding. As the population of India is getting aware
about the A2milk benefits our tradition is coming back, considering the medicinal impact of
A2 Indian dairy industry are coming back to its core of the desi cow’s milk. It is a cure to
harmful diseases like mental disorder in old age, high blood pressure, Infant death, Digestive
problems and many more.
Products of Baileys Milk

A2 Desi Cow Milk Vit. A+D Enriched Cow Milk Creamy Cow Milk

64/liters 52/liters 49/liters

Helps in Digestion Good for Bones & Teeth Natural / No Hormones
Enhances Brain Development Boosts Immune System Un Adulterated

A2 Desi Cow Ghee Vit. A+D Enriched Cow Ghee Creamy Cow Ghee
450/300ml 300/300ml 250/300ml
Helps in Digestion Good for Bones & Teeth Natural / No Hormones
Enhances Brain Development Boosts Immune System Un Adulterated
Competitors of Vedaaz Organic PVT. LTD.
 6. LITERATURE REVIEW

Different businesses use varying techniques to interact with their clients using distinct
procedures, one of which is CRM. Companies attempt to guarantee that they provide their
clients with the greatest possible customer service experience by using customer relationship
management software. CRM focuses on customer identification, customer attraction, customer
retention and d. CRM has a strategic framework that identifies five key cross-functional CRM
processes: a strategy development process, a value creation process, a multi-channel integration
process, an information management process, and a performance evaluation process.

Customer relationship management has become one of the most dynamic technologies in
today’s ever-changing era. CRM as a concept is not new in the market but rather the companies
have started using in the recent years. There are some companies that adopt CRM systems just
because it is the most advanced technology and they think they should have it since their
competitors have it. CRM can increase the true economic worth of any business as it increases
the life time worth of customers it tries to make the customer brand loyal.

Factors Leading to Customer Satisfaction in Dairy Industry:

1) A study in Indian perspective by Ashutosh Mohan and Rajeev Kumar:
A key characteristic of many, if not all, of the very successful organizations is a supply chain
that is truly connected to their customers. A client driven provide chain starts with
understanding the client needs, senses and responds speedily to demand signals from all
partners. The challenge is to with success place in situ the organization structure, systems and
processes which tackle the root causes of supply chain inefficiency. The importance of client
relationship management (CRM) inside the provision chain is vitally vital. The analysis paper
makes an attempt to search out the factors resulting in client satisfaction in Indian farm
business. The study includes factor analysis in order to group the various practices into a
smaller set of homogeneous factors. As per the result of the factor analysis performed on the
agreement continuum of the customer questionnaire few important factors came in light such
as customer services, customer problem solving capability, product quality and product and
service reliability.
Using Technology to Optimize Customer Relationship Management:
2) The Case of Cirque du Soleil by Philippe Ravanas and Cristian Pulido:
The authors present a case study, based on the Cirque du Soleil experience, of the gradual
implementation stages of information technology tools to optimize Customer Relationship
Management (CRM) in a cultural organization and the way its structure and human resources
management square measure crucial to its success. The authors conduct an analysis of the
integration of social media into a CRM approach within a cultural organization. Such
integration has allowed corrie du Soleil to develop and nurture nearer, additional customized
relationships with associate degree extended consumer base in multiple geographic markets.

Defining and Measuring Social Customer-Relationship Management (CRM):

3) Capabilities by Hyun Gon Kim and Zhan Wang:
Companies realize that in order to promote their customer-related performance, it is essential
to create fresh personal customer relationship management (CRM). This research is
continuously aimed at conceptualizing and living social CRM capacity, described as the
inclusion potential of a company and altering social media selling assets into required sales.

Adding to the standard input-output random frontier model, this study proposes includes social
media inputs and customers related outcomes to measure social CRM capacity. An empirical
application suggests that social CRM capability is critical; finance in social media technology
will cause substantial CRM advantages and larger value for the firm. Marketers ought to target
developing ways that emphasize customer-relationship building through social media, that
permits for a lot of client involvement and interactions between the client and also business.
 4) Fundamental elements of customer relationship management by Ismana Ilisan,
Camelia-Maria:

More data and alternatives are available to current customers than before to collect product
data and decide what to purchase and where to shop. Consumers will be able to find out about
fresh products via TV, radio, press and online advertising, social networking sites (Twitter,
Facebook, etc.) and can instantly compare rates with internet comparator and then shop online
from a catalogue.

5) The impact of the customer relationship management on the organization

performance by Zenab Soltani and Batool Zareie

Customer Relationship Management (CRM) in today's setting is a very significant increasing

business practice. It is used to manage a company's communication with its future and
present clients. The job of CRM approach is to analyze information on a company's customer
history. It focuses on a manner of retaining clients, thus helping sales to grow. This
contributes to improving the company connection between the company and clients. The aim
of the current study is to determine how technology, organizational capacity, client
orientation and management of client information impact CRM achievement We attempt to
see how an organization's performance is influenced by CRM's accomplishment. Partial Least
Squares Structural Equation Modeling (PLS-SEM) has been introduced to test the
hypotheses. Results stated that CRM's achievement is extremely affected by the use of "data
technology," including "client orientation," Organizational capacity and "client information
management" are linked to the achievement of CRM.
 7. RESEARCH METHODOLOGY

 Research
Research is a study or a systematic work undertaken to describe, understand, explain, and
predict the circumstances while conducting a survey. A research project may be the expansion
of the past projects to increase the business. It determines the consumer preferences for the
product sold. It includes defining and redefining problems, formulating hypotheses, and
collecting, organizing and assessing information, making deductions and finally reaching
conclusions by closely testing the conclusion to determine if they fit to formulate the
hypothesis. A series of measures to be taken in chronological order are carried out in the study
phase.

The most important steps are: -

 Problem identification
 Research design
 Field work
 Data analysis & interpretation
 Report presentation

 Research design

Research design is a collection of techniques or framework that multiple scientists have

undertaken to perform a study in a logical way to deal efficiently with a research problem. For
the research to be carried out it is a plan or a blue print. It is the choice on the plan to undertake
the study process.
Types of research design:

 Exploratory research design: Exploratory study relates to the original inquiry of an

issue using unstructured methods that include private interviews etc. Exploratory
research is the study that investigates and searches data to provide perspectives and
knowledge of the condition or phenomena of the issue. Findings are indicative, so
study is not conclusive.

 Experimental research design: It is a causal research design in which the impact

on the dependent variable is noted caused by the independent variable. The impact
of an independent variable like cost on a dependent variable like customer
satisfaction or brand loyalty is tracked, for instance.

 Descriptive research design: In descriptive research design quantitative as well as

qualitative data type is used. Here the data collection instrument is structured as the
sole purpose of this descriptive research design is to describe the preferences and the
characteristics of a group of customers to determine the perception of the object from
customers end view. Typically, the descriptive study is concerned with determining
the frequency with which something happens or variable varies together. Descriptive
studies are those studies that describe a specific person or group's features.
Descriptive studies are those studies that describe a specific person or group's
features.
 Research Design Used:
 In this research conducted we have used Exploratory research design as Vedaaz is keen to know
about the customer preferences and to provide them with the best services to retain the
customers.
 Data analysis is objective and advance statistical tools are used
 It involves the collection of information from any given samples of population elements only once.
 In this survey Cross sectional research design which involves the collection of information from any
given samples of population elements only once.
 Cross sectional design is further divided in two type’s single cross sectional and multiple cross
sectional. We have used multiple cross-sectional designs collected from various respondent

Methodology Adopted for the Study

In view of the objectives and hypotheses presented in the earlier pages, the methodology adopted
for the present study is elaborated as under:

Source of Data Collection:

There are two sources of data collection:
 Primary data source.
 Secondary data source.

Primary Data Sources:

Primary data is information that a scientist collects using methods such as surveys, interviews,
or experiments from first-hand sources. With the research project in mind, it is collected
directly from primary sources. The term is used, unlike the term secondary data.

The questionnaire is the origin of the primary data used in my project. The raw information
such as raw material is primary. Primary data are used without correction according to the
object of the inquiry. Primary data collection needs a big amount of money, power and time.
There is no need for precautions when using primary data. Primary data is information you
specifically collect for the purposes of your study project. The market researcher has several
instruments available such as mail questionnaires, telephone surveys, observation, and focus
groups. The data is related to the behavior of the consumer their satisfactory level, their
preference of the product. The dependence was totally on the primary tools of conducting a
survey with the help of questionnaires circulated amongst the customers of Vedaaz.
Secondary Data Source:
The sources for secondary data comprised of existing published and unpublished literature,
which was used for laying the conceptual foundation, review of literature relevant to the study
and statistical data with respect to the study.

Large number of published text and reference books were referred for clarifying the
theoretical concepts. Previous research in the field of the present study was reviewed by
referring to research journals, trade magazines and publications of the Banking and Insurance
institutes. The below named libraries were the main sources of secondary data.

 We Have Collected Primary Data Through Questionnaire

Questionnaires:
A questionnaire is a research tool that consists of a series of questions or other forms of pro-
mpts to collect information from respondents. The questionnaire was invented in 1838 by the
London Statistical Society.
Although questionnaires are often structured to evaluate the answers statistically, this is not al
ways the case.
Questionnaires have advantages over some other forms of surveys because they are inexpensi
ve, require less effort from the questioner than verbal or telephone surveys, and often have str
uctured responses that make data collection easy.
The structured answers, however, could frustrate users. Questionnaires are also severely const
rained by the fact that respondents need to be able to read and answer the questions.
Therefore, it may not be applicable for some demographic groups performing a questionnaire
survey.

The types of questions in the questionnaires included:

 Open-ended question
 Multiple choice questions and
 Rating scale for obtaining ranking

 All the questions were applicable to its customers.

Statement of problem

Customer Relationship Management (CRM) gained recognition within the mid-1990’s,

primarily driven by its perception as data Technology (IT). However not enough attention has
been given to the fundamental drivers of CRM success Strategy, metrics and the organization.
Hence this research study titled “A study on Customer Relationship Management (CRM)
of Baileys Milk Under Vedaaz Organics Pvt. Ltd.” It establishes a relationship and explains
how customer loyalty affects profitability.

In this research, the first and foremost step is to identify the problem selected for investigation.
This step has a lot of meaning as a well-identified issue is said to be halfway to a solution. The
study is being conducted specifically for the customers of Vedaaz to know about their
satisfactory level, how CRM does helps in after sales and services.

Sampling
Sampling may be described as selecting some portion of the aggregate or totality on the grounds
of which the aggregate or totality is judged or inferred.

In this case non-probability sampling is used. The population is divided into groups for the first
time. The groups are randomly chosen. For this survey to be conducted people from different
locations around Pune purchasing Vedaaz milk and ghee are taken into consideration for
conducting the survey.

Sampling Unit : Customers of Baileys Milk

Sampling size : 100
Sample area : Pune
Contact Method : Questionnaire
 8. DATA ANALYSIS AND INTERPRETATION

1) How did you got to know about Baileys Milk?

Sources No of Respondents Percentage

Advertisements
65 59%
Newspapers
5 4%
Family & friends
25 23%
Social media
15 14%
Total
110 100%

No of Respondents

14%

23%

59%

4%

Advertisements Newspapers Family & friends Social media

According to the research conducted:

Observation:

 Most of the customers of Baileys came to know about the products through
advertisement boards so now it needs to focus on other ways of promoting their product.
 The number of people who turned up through newspaper are very less so the company
needs to provide more advertisements to attract more customers and should also focus
on other parameters.

Interpretation:

Baileys Milk need to work on its strategy for marketing its products to increase the number of
customers. Only retaining the present customers would not work for the company.
2) Most important factor you consider while purchasing milk?

Factors No of respondents percentage

Quality 38 35%
Taste 32 29%
Freshness 20 18%

Other 12 11%
Price 8 7%
Total 110 100%

No of respondents

7%

11%
35%

18%

29%

Quality Taste Freshness Other Price

According to the research conducted:

Observation:

 It can be observed through the survey that most of the customers look for quality
here in this case; quality is there 1st priority of all the customers then comes the
taste of the milk which is also considered by the customers.
 To improve the customer base and for further retention of the present customer
the company needs to focus on its quality of milk and taste.
 Other aspects are also important but are not be dealt on priority basis.
 These aspects help us to know the customers well and then work according to
their preferences.

Interpretation:

Through the survey conducted it can be interpreted that the customers are mostly
looking for good quality milk. So, the company needs to focus the customer preference
towards the quality of milk.
3) How is the quality of milk?

Quality of milk No of respondents percentage

Satisfactory 54 49%

Average 42 38%

Unsatisfactory 14 13%

Total 110 100%

No of respondents

13%

49%

38%

Satisfactory Average Unsatisfactory

According to the research conducted:

Observation:

 Most of the customers of Baileys are satisfied by the product.

 Baileys is making an effective use of the CRM tools to keep its customers happy by
solving their grievances on time and providing them with various others after sale
services.
 Baileys being the first in Pune to introduce the A2 milk has gained a huge chunk of
market in some time with the effective use of CRM tools and techniques.

Interpretation:

It can be interpreted from the survey that most of the customers find the quality of milk to be
average. For retaining the present customers, the company need to work on its quality of the
product.
4) As per price how will you rate Vedaaz milk compared with other milk brands?

Considering price No of respondents percentage

compare with other
brands
Satisfactory 26 24%

Unsatisfactory 20 18%

Average 64 58%

Total 110 100%

No of respondents

24%

58%
18%

Satisfactory Unsatisfactory Average

According to the research conducted:

Observations:

 Through pricing one need to know how well the product is doing in the market as
compared to its competitors.
 Here the consumer is not fully satisfied with the pricing of the product.
 Baileys can provide the customers with discounts and other offers like scratch cards
and coupons.
 Providing some sort of discounts to the customers who refer their products to friends
and family.

Interpretation:

Being the premium brand, it can be interpreted that the customers find the milk to be little
expensive as compared to other brands.
 9. FINDINGS

 CRM includes consideration of many factors the most important amongst these is the customer
retention which had always been the main focus of Baileys it also includes providing quality
product to the customers at a reasonable price.

 Here in this research CRM is used to bridge the gap between the customer and seller by
providing to the mark services to the customers of Baileys Milk using CRM tool.

 Through the use of CRM, the customers preferences are easily known from time to time and
then the required changes in the product can easily be made.

 By using CRM tools, the company can provide better customer service by solving the
grievances of the customer instantly.

 Through this research it can be observed that after switching to using the techniques of CRM
the sales of the company increased and it also helped Baileys to know the preferences of the
present customer.

 It can be observed through the research conducted that the organization has started earning
more profits after switching it’s all working through CRM.

 It helps to understand the behavior and attitude of the customers.

 Through CRM it is easy to keep the customer happy and satisfied as their grievances are solved
within very little span of time without any delay.

 CRM helps to understand the core business of the company, organization charts, key personnel
in the company, manufacturing units, marketing channels, financial policies.

 To do comprehensive analysis of the company and prepare SWOT analysis report for the
company.

 To build a good rapport amongst the customers and the Staff.

 To understand the organizational structure and the top management team including the
chairman, managing director, and the officers.
 10. SUGGESTIONS/RECOMMENDATIONS

 First of all, it is important for the company to create a database to facilitate information. This
will be easy to maintain large amount of data using CRM tools and techniques.

 Data base will help the organization to find out the customers facing problem related to the
product.

 Training regarding the CRM is required to be given to the employees of the organization to
keep them updated with the changing technology.

 It can encourage its customers to learn the new techniques by organizing various seminars and
training sessions.

 Time to time review from the customers must be taken for making the required improvement
in the product and maintaining the customer relationship.
 11. CONCLUSIONS

Through the study we came to know that today’s market is a customer centric market for which
customer loyalty and cost effectiveness of implementing a Customer Relationship Management
(CRM) is very important.

There is therefore a critical gap in the implementation of a CRM program and in the
implementation of a technology-driven CRM program based on customer understanding.
Moreover, most of the literature reviewed relates to CRM's conceptual model that emphasizes
customer interaction, customer loyalty programs and customer satisfaction.

However, there appears to be little research being done to measure the achievement of a CRM
program. While CRM has been in practice since the 1990s and advanced nations have
implemented technology in CRM practices, the subject of studies so far has not been the
appropriate use of technological capacities by various providers.

In view of the above issues the researcher has decided to investigate the CRM initiatives taken
by Baileys Milk to retain the customers and have a healthy relationship with them. The
company is trying to make the whole working of the organization through CRM.
 12. BIBLOGRAPHY

Websites:

 https://www.vedaaz.com/
 https://www.baileysmilk.com/
 https://www.researchgate.net/publication/318206357_Impact_of_customer_relationsh
ip_management_CRM_on_customer_satisfaction_and_loyalty_A_systematic_review
 Ismana-Ilisan, C.-M. (2018). Fundamental elements of customer relationship
management. article, 81-88.
 Kim, H. G. (2019). Defining and measuring social customer relationship management
(CRM) capabilities. article, 40-50.
 Kumar, R. M. (2018). Factors leading to customer satisfaction in dairy industry: A study
in Indian perspective. article, 21-30.
 Mohan, A. (2018). factors leading. 21-30.
 Philippe, R. (2019). using technology to optimize customer relationship management:
the case of Cirque du soleil. 83-93.
 Rajeev Kumar, A. M. (Mar2018,). FACTORS LEADING TO CUSTOMER
SATISFACTION IN DAIRY INDUSTRY: A STUDY IN INDIAN PERSPECTIVE.
International Journal on Customer Relations., Vol. 6 Issue 1, p21-30. 10p.
 Soltani, Z. z. (2018). The impact of customer relationship management on the
organization performance. article, 237-246.
 Questionnaire

Questionnaire for the customer of Baileys

1. Name: ______________________
2. Email id: ____________________
3. Age group
 20-30
 30-40
 Above 40
4. Gender
 Male
 Female
5. Family Size
 1-2
 3-5
 Above 5
6. Locality
7. How many liters of milk do you consume on daily basis?
 1.5 liter
 1 liter
 2 liters
 3 liters
 3& above
8. Which previous brand of A2 milk have you used before Baileys?
9. Reason for consuming the above-mentioned brand?
 Price
 Quality
 Service
 Other
10. How did you got to know about Baileys milk?
 Advertisements
 Newspapers
 Family & friends
 Social media
11. Reason for consuming Baileys A2 milk?
12. How is the quality of milk?
 Satisfactory
 Unsatisfactory
 Average
13. As per price how will you rate Baileys milk compared with other milk brands?
 Satisfactory
 Unsatisfactory
 Average
14. Do you know about other milk products sold by Baileys?
 Yes
 No
15. Most important factor you consider while purchasing milk?
 Quality
 Quantity
 Price
 Packaging
 Taste
16. Is there any complaint regarding the product about?
 Taste
 Freshness
 Price
 Quality
 Other __________

17. Would you like to give your valuable suggestion regarding the improvement in the
product or regarding the packaging or any other? Please feel free to tell us.