Professional Documents
Culture Documents
Y A
1. Nikhil Misal C-33
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2. Gulshan Goklani C -17
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3. Madhura Shelar A-51
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4. Devika Datta B-18
Y A
5. Archanakaur Jhamtani B-28
Y A
6. Aakash Kamble B-29
Y A
7. Pankaj Patil B-46
Y A
8. Pankaj Chavan C-11
Y A
9. Vineeta Goenka A-15
Y A
10. Atul Jadhav B-22
Y A
11. Amruta Jagdale B-24
Y A
12. Ravi Awade B-03
Remarks:
CAREER DEVELOPMENT
PROGRAMME
ASSIGNMENT NUMBER: A3
SUBMITTED BY
GROUP NAME- FLUORESCENT BLUE
Introduction
All most all companies thrive and flourish on customer information and feedback.
Companies use this data to:
Targeting Most
Valuable Prospects.
Customization of
products and
services
Boost customer
satisfaction
Maintain existing
customers
Identify new
opportunities for
forthcoming products or
services
a) Target their most valuable prospects:
A data base of customer information is key in deciding the targeting and
segmenting of a company’s products and services.
Targeting helps the company focus all its recourses on potential, likely customers
and hence insures sales and profitability.
b) The customers are also becoming increasingly aware of the commercial value of their
personal information. Hence there will be a visible shift in their casual approach
towards revealing information.
c) The customers in the future will begin to demand certain additional benefits in
exchange of their personal information.
3. The Emergence of Infomediaries:
a) Formed from a combination of the words information and intermediary, an Infomediary
is a Web site that gathers and organizes large amounts of data and acts as an intermediary
between those who want the information and those who supply the information.
b) There are two types of Infomediaries. Some Infomediaries offer consumers a place to
gather information about specific products and companies before they make purchasing
decisions.
c) The Infomediary is a neutral entity, a third-party provider of unbiased information; it
does not promote or try to sell specific products in preference over other products. It does
not act on behalf of any vendors.
d) The second type of Infomediary and one that is not necessarily Web-based, is one that
provides vendors with consumer information that will help the vendor develop and
market products.
e) The Infomediary collects the personal information from the buyers and markets that data
to businesses.
f) The advantage of this approach is that consumer privacy is protected and some
Infomediaries even offer consumers a percentage of the brokerage deals.
The term Infomediary was coined by John Hagel in his 1996 article entitled "The Coming Battle
for Customer Information" in the Harvard Business Review.
PART A
COMPANIES VISITED-
MERCEDES BENZ, STATE BANK OF INDIA & P SQUARE
A.
Mercedes-Benz
DATABASES
CUSTOMERS PROSPECTIVE
CUSTOMERS
CUSTOMERS’ INFORMATION
Mercedes-Benz collects this information after the sale is done i.e after the customer has bought
the car.
The customers are given a form to fill which includes these details.
1) Intermediaries:
• Mercedes-Benz collects the data of prospective buyers from different
associations, organizations & finance partners.
• It does not hire any third party for collecting this information. It does all the
activities on its own.
Intermediaries
• Financial Partners means the different banks that provide insurance cover and finance to
the customers for buying Mercedes-Benz products.
• They provide the information of High net-worth individuals (HNI) who are prospective
buyers for the company.
• Also it uses the information furnished from Association of Doctors, Indian Dental
association and other such associations.
HIRE Mercedes-Benz does not hire any company or third party for the
collection of data of prospective customers.
2) Media:
• The company makes use of the media to know about the people who can go for their
products.
• Mr. Mathews said, “We send bouquets, gifts and cards to different people who have
bagged different prestigious awards (eg: CNBC awards, Economictimes awards,etc) in
different fields on our company’s behalf. This helps us to create a brand image in the
minds of our prospective buyers.”
3) Use of Information:
1) Customer’s information:
• The company uses the customer’s information to wish them on their birthdays and
anniversaries.
• This helps them to bond with the customers better. This in turn prompts the customers for
repeat buying.
• Also they use the information to keep their customers updated about the different
products and services that they offer.
CONVERSION RATE:
“The standard conversion rate for the company till date has been 22%-23%” , said Mr.Mathews.
Conversion rate indicates the percentage of customers formed out of prospective customers.
State Bank Of India
SBI does not make use of any external team for getting information about its
customers as it believes in direct relations with its customers.
How does it use the information?
They also use the customer information to find out the problems
and grievances which customer faces. The customers can inform the
company about any difficulty faced by them through their specially
created website www.sbitimes.com or they can inform the authorities
directly. All the grievances are redressed immediately without any
delay.
C] THE START UP-
Company Brief:
P Square was founded in 2008 by Mr. Nilesh Palresha and Mr. Atul Poharkar with an objective
of entering the e commerce segment. The company aims at bridging the existing gap between
Service Providers and their Potential Customers, by providing authentic information via the
internet. It envisions establishing itself as a strong and competent player in its segment, by
expanding operations nationwide.
About iCrave:
iCrave is a lifestyle portal for Pune, aiming at providing fast, accurate and up to date information
about the Restaurants, Shops, Hotels, Clubs and Recreation segments. It successfully integrates
the various critical aspects viz. Relatability, Navigability and Interactivity, essential for a
destination promoting portal. Maintaining visual appeal of the website without compromising on
the ease of navigation helps us achieve a high Website User Friendliness Index (WUF). SMS
alerts on upcoming events, parties and sales, numerous contests, user reviews and active forums
make the website an interactive one. iCrave currently aims at a target audience of 16+ years.
Management Profile:
Client List:
A: Yes
A: Information such as Names, Email Ids, Age, Contact No and Gender forms a
part of the basic information collected. However, information about customer
preference on various segments and facilities forms the primary information. The
information is used to design various aspects of the website by giving due
importance to high scoring preferences.
4. Now-a-days customers are very hesitant to give information, how do you convince
them/ obtain information?
A: Have not come across any instances as such, at least not on alarming
magnitudes. However, if the TG of the survey can connect to the questions
framed in the survey, as in if they are convinced that the outcome of this survey
could make things easier for them in the future, I think that would hold the key to
convincing them.
5. Do you actually have to offer the customer some discounts or value added services
so the customer will willingly furnish his/her personal information.
A: No
6. Does your company offer special services to customers who willingly participate/
give information?
A: No
7. Do you have intermediaries helping you as a link between you and customer to
gather information?
A: No
8. Apart from privacy, what do you think are the reasons why consumers hesitate to
disclose their details?
A: I think the misuse of the personal information as in the contact details i.e. the
dissemination of information at random and not being aimed at the right specific
TG, is causing significant irritation to the consumer
9. In terms of technology, does your company have any special software installed or
blogs to gain updated information of consumers?
A: No, but we are looking at starting polls on our website so as to make the
survey a more interactive experience with the user having the freedom to take it
or not.
A: No
Information such as
• Names,
• Email Ids,
• Age,
• Contact No and
• Gender
• Forms a part of the basic information collected.
• However, information about customer preference on various segments and
facilities forms the primary information.
• The information is used to design various aspects of the website by giving due
importance to high scoring preferences.
They collect this data from the customers in the following ways:
a) Since icrave.in is a website that deals in providing information about the latest
products and services, it uses customer information to determine:
• customer preferences
• tastes
• likes
• dislikes
• needs
• current trends
• latest fads
• customer behaviors
• traditions
b) Based on this the website utilizes this data to enhance the demand, need and popularity
of their web site by Providing the customers with the information they require.
We will take each company one by one and address the following questions-
1. What additional customer information will we collect?
2. how will we obtain this information keeping the hurdles in mind and lastly,
3. What use will we put that additional information to?
MERCEDES BENZ
• Since Mercedes Benz is a high end luxury product, a lot goes into purchasing its
products.
• Understanding the complex Customer Buying Behavior especially with respect to high
end luxury products can be immensely beneficial
• As it will give a great insight into the minds of the customer, we would collect
information regarding the buying behavior of customers with respect to high end luxury
products.
P Square
PART C
BLUE OCEAN
WE CARE FOR BOTH, THE SERVING AND THE SERVED
Our Vision:
Our vision is to become a leading infomediary globally by ensuring that the information of the
customers is best utilized thereby creating mutual trust and satisfaction.
Our Mission:
Our mission is to sustain and grow a long term relationship with our customers as well as
our clients and thus act as the best link between them.
INTRODUCTION:
Just like the infomediaries will emerge to help people negotiate the best deals with companies for
data about their transactions we would like to develop an infomediary model catering to the
needs of the automobile sector at first targeting all the three segments of customer viz. Premium,
Middle, Lower segment. This could help the companies identify their most loyal customers and
target them with the customized services. Our company would profit from the registered business
clients over time and at the same time would attract more and more satisfied customers for these
businesses with the help of continuous feedback system.
Feedback
Updates
FEATURES:
• Blue Ocean will operate across India.
• The various businesses which can register or tie up with the infomediary are
1. Auto Dealers
For example,
a) Premium class: Mercedes Benz, Audi, BMW, etc.
b) Middle class: Ford, Hyundai, etc.
c) Lower class: Tata, Maruti Suzuki, etc.
Other dealers in 2-wheelers, 3-wheelers, LCV’s will also be included.
2. Auto Insurances
3. Tours and travels
4. Rent-a-Car businesses
5. Motor driving schools
6. Auto maintenances
7. Spares parts
8. Used Car Dealers
9. Customized maps for GPRS
10. Safety Tutorials and Travel Gears
11. Modification services
• It will contain information about local as well as corporate businesses.
• It will get calls from customers for information regarding various companies’ products
and services related to the automobile and allied sector.
WHAT SERVICES WILL BE PROVIDED?
• Blue Ocean will offer 3 types of services- telephonic, personalized services and website.
• Blue Ocean will offer free listing of various interested companies as well as exclusive
services will be given to the businesses ready to pay premium charges.
a) Free listing: Companies will be listed on the server/website of our
infomediary but the prospective customers will be informed only on
rotation basis.
b) Premium listing: Here the company will have to pay premium charges
wherein they will get an added advantage over free listed companies.
• This information will be stored in the database for further reference incase the same
customer comes up with an enquiry again.
• To avoid spamming and wrong numbers the information of the query generated will be
sent to the customer by SMS. By this the authenticity of the customer will get checked.
GUIDELINES:
• Special discounts and value added services are given to the premium registered business
customers only. No any benefits are enjoyed by the regular customers who call for
sorting out their query.
• The system will be totally automated for short listing the companies to be free listed on
the rotation basis.
• Blue Ocean would have to pay onetime fee if the message is delivered to the customer,
higher fees if the customer actually considers the information and then even higher fee if
the customer avails the service.
• Blue Ocean will maintain software which captures a broad range of financial data about
the user. Moreover we will be maintaining much broader profiles of their own activities,
preferences and transactions.
• Blue Ocean will maintain a continuous process of updating the customer information. On
the website there will be edit listing option. From there any business customer can edit
their information. After this a mail will be sent to the server. A team at Blue Ocean will
then verify the same by calling up the client. After this the information will be changed
and updated.
Spare
Parts
Rent-a- Used
Car Car
Auto
Driving
Insuranc
Schools
BLUE
OCEAN
Auto Safety
Dealers Tutorials
Valued
Customer
VALUES WE OFFER:
1. Any enquiry generated with blue ocean will be responded with 4 premium listed
business and 1 free listed business.
2. 10 customers will be chosen at random daily and will be requested to give their
feedback about our service and the changes they expect from us.
3. We would be helping the companies reduce their marketing and research cost by
intimating the companies of the changes customers expect from them.
4. Blue Ocean assures that the information of both end customers is not put to any
misuse for any tangible value offered.
5. The people converted by the business clients into their customers are provided with
updated and new offers. Here Blue Ocean will regularly take updates from the
businesses and look forward to convey this information to customers.
FUTURE PROSPECTS:
• In the long run infomediaries will emerge to help people negotiate the best deals
with companies for data about their transactions. Instead of focusing only on a
specific set of information we would actually exploit cross category information
thereby ensuring that our infomediary grows vertically thus managing more
integrated and comprehensive profiles.
• This will cater to the need of all other business sector and classifications.
3. Equipment cost
a. Computer (2*20,000) 40,000
b. Printer 2,000
c. Fax machine 3,000
d. Telephone 500
Total equipment cost 45,500
4. Furniture
a. Computer table (2000*2) 4000
b. Chair (250*8) 2000
Total furniture cost 6000
• From the working of justdial we got valuable insights on how an infomediary works
and techniques of overcoming the barriers encountered while collecting the customer
information.
• As the system itself has got loopholes there are many complaints of misuse of the
company information. Such cases are found in Mumbai. Here people made fake
inquiries and then troubled the businesses by calling and trying to sell different
products. So we have tried to overcome this problem by keeping a feedback system in
place wherein calls are made at random to check the satisfaction level of the
customers.