ABSTRACT AND SUMMARY

Gift industry is a very fast emerging industry, and is expected a very high growth
rate of 7-13% reaching to Rs 1700 Cr in the fiscal year 2010-11 in India .

Crystal Mirage Pvt Ltd, deals in the personalized and the corporate gifts of
crystals, metals, acrylic and polyresin which are 100% customizable. Core competency
of Crystal Mirage Pvt Ltd is crystals. The project entitled, is based on corporate gifts of
Crystals.

Project entitled, ‘Building customer relationship with the IT and Automobile

Industries for Crystal Mirage Private Limited, Pune’ was carried out to find the problems
faced by the company in maintaining the relationship with the corporate customers.

Project was totally based on the corporate market. A market research was
conducted, and the responses from the corporate executives (C.E.O., MD, HR Manager,
Marketing Manager Etc) of IT and Automobile industries of Pune region were collected
through personal interview, questionnaire, tele-calling. Data were also collected through
Crystal Mirage Pune, Websites etc.

It was found, that company was facing severe problems in maintaining the
customer relationship with both existing and new customers. Hence, it was the need of
the hour, to find the problem and their respective solutions. It was found, that the number
of dissatisfied customers were increasing, which were mainly due to low quality and late

delivery of products.

It is highly recommended by the researcher, to follow the proper CRM (Customer

Relationship Management) by the Crystal Mirage Pvt Ltd, and follow the customer

1
centric organizational structure, rather than present organizational centric structure.
Many recommendations for improving CRM are included in the project, which can be
followed by the company to maintain better customer relationship.

CHAPTER - 1

PROFILES

2
1.1 INDUSTRY PROFILE

1.1.1 Gift Industry

Growing Gift Market..... People buy and give gifts to build and intensify their
association with the recipient. In other words, the gift itself becomes means to strengthen
relationships.

The world of Gift industry is complex and varied. It is no doubt an immense

market place and a majestic sourcing opportunity under one roof for all sorts of buyers.
Buyers with novelty ideas, creative products and productive business opportunities today
stand a chance in this market.

With the prospects of growing demand also lifestyle companies, silverware

manufacturers and importers of glassware and porcelain have also entered the gift market
thus giving an extra boost to the market.

The ups and downs in the gift industry have also been seen because of the
particular states capacity to spend. While Mumbai is the biggest spender, Delhi doesn't
go beyond certain limits and thus lacks sophistication. The gift industry as per experts
see a huge turnout of imported products too. Many foreign places like Honk Kong,
Japan, Korea etc have entered the Indian gift market. The Taiwan Gifts and Novelty
Industry have said to make a mark in the world competition. Their products have been

3
able to maintain a fine reputation in the other overseas markets. Their concept of making
innovative products at less expensive prices has proved to be a threat to many developing
countries.

But despite the competition from neighboring market and constant changing
trends the industry continues to strive ahead with unfailing efforts. There are various
practicalities to consider after you have bought a gift like, effective wrapping and
packaging which creates an excellent impression.

1.1.2 Changing Buyer's Attitude.

The outlook of Indian buyers has begun to change. Price no longer is the major issue
and nor it is given of greater importance except in some parts. A product quality, design
and it's outstanding and useful features have instead become the centre of attraction
today. Because of this changing attitude today the value and standard of the gifts and it's
industry has been elevated.

Today buyers with creative ideas, new products innovations and profitable
business scopes have no stoppage to flourish in the market. Therefore capturing a greater
share of the gifting marketplace has now become a significant marketing opportunity for
product marketers and retailers.

1.1.3 Corporate Gifts

The gift items manufactured specifically for meeting corporate requirements have
increased tremendously. Meant for gifting on varied specific occasions, corporate gifting
has become the recent fad in the corporate world where it has become almost mandatory
to acknowledge ever achievement of the employees. Be it the valued clients or the hard
working employees, corporate gifts are meant to appreciate their work.

4
 Corporate gifts keep the morale of employees on higher side and bring
recognition and customer loyalty to the brands.

A marketing survey related to corporate gifts indicates that although economic

downturn has resulted in major cuts in advertising spending, the expenditures on
corporate gifts have gone down only marginally.

Studies reveal how popular corporate gifts are among various strata of people.
• 1.55% of people have revealed that they keep their promotional products for
more than 1 year.
• Around 2.76% of people remembered the name etched on the promotional
product they had received a year back.
• And a greater percentage of them revealed that they kept their products as they
were useful to them.

This shows how people remember the promotional gifts given to them. This shows
how people will start relating to the product and remember the company name. So, the
next time they see any product with the same company name, it instantly strikes them
and they will show loyalty towards the new product of the same company and thus
promotes sales for the chain of products that belong to the same company.

5
1.1 COMPANY PROFILE

Crystal Mirage Pvt Ltd. is the luxury brand pioneering 2D, 2.5D & 3D
precision laser engraving in crystals. From beautiful glassware, tableware, structural
monuments, and hand cut figurines to mementos and engravings of favorite maxims,
Crystal Mirage meet your every need.

‘Crystal Arc is the parent company of Crystal Mirage, which is located in Dubai.
Crystal Mirage Pvt. Ltd, started its business in Mumbai, India in 2006 with a mission
to offer a unique fusion of photography, 3D CAD, computer software with German
LASER technology. Its head office and the production house is located in Kandivili,
Mumbai. Crystal Mirage gives life to the crystal, by creating unique designs and shapes
to the photo related Gifts. So look no further for the ideal gift.

6
USP (Unique Sales Preposition):- Only one in Asia to do 2D,2.5D and 3D engraving
with 100% Customization using German Technology.

Crystal is the core competency of Crystal Mirage but, in the world of diversification
it has to expand its competencies. Due to which, Crystal Mirage has already diversified
into Crystals, Metals, Acrylic, Wood, Polyresin and Polycarbonate.

Company’s special 3D scanners can capture one or more person's head and shoulders
and then the images are etched inside solid optically perfect crystal. It can also provide
with traditional portrait photograph, which can be converted into a 3D head image.

Company’s management team has more than 25 years of experience in developing,

managing and operating venues in theme parks, malls and at other world famous tourist
attractions. Technical team has over 10 years of combined experience.

Crystal Mirage opened their first retail outlet at Inorbit Mall, Mumbai in 2006. This
was the first location in the Asia to etch a person's 3D face in a crystal within minutes
after taking a digital photo of the customer. Currently, company have multiple
locations at leading Airports and prime malls in India and are continuing to open at
different locations.

1.1.1 Production Capacity

Production capacity of Crystal Mirage is largest in Asia, with engraving
capability of more than 2000 pcs of medium size crystal per day and about 3000 pcs of
Key Chains a day.

1.2.2 Clients Base

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List of clients of Crystal Mirage is vast, but some of their prestigious project includes:
➢ International:
• Award for the honorable William Jefferson Clinton (Bill Clinton)
presented by the American university of Dubai.
• Life time achievement award to his highness Saudi prince Al Walid Bin
Talal in the IT Industry.
• Awards and corporate gifts for major international brands like Intel, HP,
Kodak, LG electronics, Panasonic, Honda, etc.

➢ India :

Star Plus, ZEE TV, DRDO, NDA, Indian Navy, ONGC, Mcdonalds, Air
India, Jet Airways, Kingfisher, Etihad Airways, Singapore Airlines, UPS,
American Express Bank, ICICI, HDFC, HSBC, Citi Bank, AXIS Bank, Bank of
Baroda, Abby Awards, Reliance, Tata Indicom/ VSNL, Tata Motors, NSE,
HDIL, HUL, JCB, Castrol, Mahindra, Essar, Airtel, Vodafone, Fosters, Emmar,
Johnson & Johnson, Adlabs, Famy Care, Aditya Birla, Prism Cement, Intelinet,
Uniros, Patni Computers and many more.

1.2.3 Organizational Structure of Crystal Mirage Pvt Ltd.

Fig 1.2.3: Organizational Structure

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 1.2.4 Standard Operating Procedure (SOP) of Crystal Mirage Pvt Ltd
SOP are the set of operating procedures, which has to be followed by Crystal
Mirage Pvt Ltd.

Corporate Inquiry

. Budget Quantity Delivery Date

According to Client’s budget, Give him the rates See how soon or late is the date, it
show the products and pricing. will help you to close the deal.

Coordinator

Designer Manufacturing
Department

Artwork Yes or No

Avoid sampling on cost.

Approval

9
 Payments: 50% advance,
50% on delivery

Fig 1.2.3: Flowchart of SOP

1.2.5 Composition of Crystal Mirage Pvt Ltd

Machines :

All machineries are German Make, which are only available with Crystal Mirage
in India.
➢ Internal Laser Engraving
➢ External Laser Engraving
➢ Scanning : Personalized image for 3D.
➢ Cutting and Polishing
➢ Buffing
➢ Grinding
➢ Molding Machines
➢ Table Mountain Drill Machine
➢ Metal Grinding Belt

Manpower :

10
 ➢ Crystal Mirage Pvt Ltd has a staff of more than 200 employees (Skilled
& Unskilled). It is now expanding its strength of manpower as the growth
of business demand more manpower.

➢ Skilled manpower of Crystal Mirage help to get delivery on time, whether

it be packaging department, manufacturing, design or dispatch. All work
round the clock 24x7 to meet the demand and to satisfy the customers.

1.2.3 Departments of Crystal Mirage Pvt Ltd:

 Sales Department
(a) Corporate Sales
(b) Retail Sales
(c) Nano Franchisee/Franchisee

 Coordinators: They are the only mediators who are in between the company and
all the other departments.

 Design Department: All the artwork and the designs are created by the design
department, according to the client specification.

11
  Manufacturing: Crystal Mirage Pvt Ltd, has its own manufacturing unit in
Kandivili, Mumbai. It has a manufacturing capacity in laser engraving of more
than 1000 pcs a day in India.

 Packaging: Crystal Mirage Pvt Ltd have an in-house packaging system. They
perform different packaging according to the client’s requirements. Example:
Corrugated Boxes with magnet or press buttons, velvet Boxes if client demands,
Wooden, acrylic.

 Dispatch: They have an efficient logistic team, who delivers the goods across
country in minimum time.

 Quality Control Department: Each piece and packaging is checked with

perfection for client’s complete satisfaction.

 Administration/Accounts & HR: Crystal Mirage have a highly qualified staff

for back office operations, and in-house job.

1.2.3 Showrooms:

S. No. City Locations

1. Mumbai Domestic Airport
2. Inorbit Mall, (Malad)
3. Infinity Mall, (Andheri)
4. The Hub, (Goregaon)
5. City Center, (Mumbai Central)
6. Phoenix Mill, (Lower Parel)
7. The Oberoi Mall, (Goregaon)

12
 1. MUMBAI

1. Megacity Mall (Gurgaon)

2. Metropolitan Mall (Gurgaon)
3. Airport
2. DELHI

3. BANGALORE The Forum

4. PUNE SGS MALL

5. CHENNAI Airport

Table 1.2.6: Showrooms of Crystal Mirage Pvt Ltd

Upcoming Showrooms in India:

 All International and domestic Airport

 Cities like Hyderabad, Chennai, Delhi, Ahmedabad, Surat, Amritsar, and all
major states and cities.

13
 Inorbit Mall, Malad The
Oberoi Mall, (Goregaon)

Phoenix Mill, (Lower Parel) City Center, (Mumbai Central)

The Forum , Bangalore Metropolitan Mall (Gurgaon)

14
 Mumbai Airport
Infinity Mall, Andheri
Fig 1.2.7.1 Showrooms of Crystal Mirage Pvt Ltd

1.2 PRODUCT PROFILE

Crystal Mirage has deep assortment of customized products, with the product
range of about 15000 different odd products. One of the most important features of the
products of Crystal Mirage Pvt. Ltd. is, that the products are 100% customizable. i.e.
products can be designed and manufactured according to the wish of the consumer, by
keeping in account of their budget.

Crystal Mirage divides its product range in to different product lines, they are as follows:
1. Spiritual Collections
2. Scale Models & Miniatures
3. Internal Laser Engraving
4. Desktop items
5. Awards & Trophies
6. Home Decor
7. Gifts & Souvenirs
8. Polyresin

15
1.3.1 Spiritual Collections:

Crystal Mirage have a wide spectrum of unique Religious crystal ideas. Gifts
from the Religious Crystal Collection are full of blessings for both the recipient and the
giver.

The collection combines, religious/faith merchandise related to Hindu, Classical ,

Buddhism, Sikhism, Christianity, Islamic calligraphy with elegant modern forms in
high quality crystal and much more. Each exquisite piece is individually hand molded,
polished and etched to perfection.

Fig 1.3.1- Spiritual Collection

16
1.3.2 3D Scale Models & Miniatures:

Crystal Mirage has used its experience with crystals to commemorate ideas into
intricate designs and outstanding creations. Be it any object, from the famous mosques,
Temple, to maps of different countries, they can hand-craft them into exquisite crystals
that could serve as great gifts and mementos. The same designs and technology as the
real sculptures, these crystal desk size or sculptures renditions have all the content for a
fraction of the piece.

17
 Fig 1.3.2- Miniatures & Scale Models

1.3.3 Desktop Items:

Crystal Mirage has peeped into each and every aspect of personal and corporate
gifting. It has a variety of items related to the desktop. Some of them are illustrated
below:

Fig 1.3.3-Desktop Items

1.3.4 Internal Laser Engraving:

Products under this category are unique in themselves. In these products, the
engraving is done inside the solid cube using the laser. The LASER is used for
generating heat and the crystal is burned from inside with higher precision, and the
engraving is done. The laser engraving cannot be done over a glass as it will break.
Some of the products of internal laser engraving are as follows:

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 Fig 1.3.4- Internal Laser Engraving

1.3.5 Awards & Trophies :

Fig 1.3.5-Awards & Trophies

1.3.6 Home Décor Items:

Crystal Mirage, have a unique

collection of lifestyle and home
fu rnishing products offering
exceptional quality, choice, and

19
value. Have an extensive line of glassware for adorning your home and for special
occasions. Its expertise enables us to create perfect design to suit taste and budget.

Fig 1.3.6-Home Décor Items

1.3.7 Gifts & Souvenirs:

Crystal Mirage provide high range of gifts and souvenirs, which has lead content
of around 33-36%, because of which it has more shining.

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 Fig 1.3.7-Gifs & Souvenirs

1.3.8 Polyresin:

Crystal Mirage, has also diversified itself in polyresin, so as to serve the different
customers with the affordable prices ( Rs 75/- to Rs 1500/-). Items involved in polyresin
are the standard items, and hence cannot be customized. But, they are most likely to be
gifted and used for the decoration purposes.

21
 Fig 1.3.8-Polyresin

1.4 PRICE PROFILE

22
 Prices of the products in Crystal Mirage, lies in the range from Rs 20/- to
Rs 3, 50,000/-. The pricing totally depend on the size and the artwork of the product and,
the order size.
Prices for retail and the corporate have much difference because, the quantity
demanded in corporate are much higher than the retail. So, due to the Economies of
Scale as the quantities of product demanded increases, the per unit price of the product
decreases.
In corporate, the prices of the crystal products can be discounted up to 50% of the
retail prices (Condition Apply). Hence, the price range adopted by Crystal Mirage Pvt
Ltd can serve almost all sections of the population.

Due to high product range, retail prices of some standard products are as follows:

1.4.1 Cubes:
Code Price Description Image

PRIMCU0444PI 550-600 40x40x40mm cube

PRIMCU0555PI 575-650 555cube

PRIMCC0555PI 600-625 555 cut cube

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 Table 1.4.1: Prices of Cubes

1.4.2 Plaques & Trophies:

143
Crystal Diamond Trophy 10.5"-12"-16"
CRAMTR0CG101 0/2100 /3800
740-1200-
2300
Crystal Victory Diamond Trophy 8"- 9"-
10.5"

CRAMTR0CG136

380/820 /
1020/1430 / Crystal Diamond KT Trophy 6.5"/
CRAMTR0CG140 2100 8"/9"/10.5"/12"

Table 1.4.2 – Prices of Plaques & Trophies

1.4.3 Metal Crystal Fusion:

8500
Five Figure metal trophy crystal base & plaque
CRMTFS001001

2000
Single figure Metal Trophy with crystal base &
Plaque
CRMTFS001002

2500
CRMTFS001003 Metal Trophy with wooden base
Fig 1.4.3 – Prices of Metal Crystal Fusion

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1.4.4 Exclusive Mementos:

2500
60x60x100MM CUBE + OIL DROP + BASE
CREM00000001 19MM TAPPER

1800
Size 10"
CREM00000005

3500
CREM00000013 Metal Hanshake with crystal Base & Black Base

Table 1.4.4 – Prices of Exclusive Momentos

1.4.5 Card Holder & Pen Stand:
Double half rounded palque cardholder with penstand
3000

CRDTCR001017
Diamond with base with penstand
1800

CRDTCR001018

Table 1.4.5 – Prices of Card Holder & Pen Stand

1.4.6 Polyresin:

E-9160 1000/-

25
E-9588 85/- (Per Piece)

E-9827 185/- (Per Piece)

E-10301 400/-

Table 1.4.6 – Prices of Polyresin products

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 CHAPTER 2
TECHNICAL SPECIFICATIONS

2.1 PRODUCT SPECIFICATION

Products of Crystal Mirage belong to three different categories:
• 2D Engraving.

27
 • 2 ½D Engraving.
• 3D Engraving.

2.1.1 2D Image Etching/Engraving:

To do a 2D face or other 2D image all we need is a digital image from a digital

camera or a traditional photograph scan using a common image scanner. We can etch
almost any 2D image inside a crystal. The file formats which company accepts are: JPG,
TIF, and BMP. Engraving can be done for multiple people, full body shots, buildings,
picture of home, pets or almost anything. Shown below is the 2D Image, of which the
side view of a 2D etch is not very deep rather, the frontal view is highly detailed.

28
 Side View
Front View

2D process is only 3 layers

2D face has Height & Width, but no depth

Fig 2.1.1- 2D Engraving

2.1.2 2 1/2D Images with up to 10 Layers:

2 1/2D image process is a tremendous improvement over the traditional 2D

process. Crystal Mirage is one of the few company's in the world that offers 2 1/2D
etching. A standard 2D process typically has 3 layers. 2 1/2D process utilizes special
computer routines to make a traditional photo have up to 8 layers and the image appears
to have a 3D effect. The 2 1/2D process only needs a scan of a standard photograph or a
image from a digital camera.

2 ½D Process up to
8 Layers

29
 Front View Side View
Fig 2.1.2-2 ½ D Engraving

2.1.3 3D Image Etching / Engraving:

The 3D etched image can be viewed from all sides. 3D Images in image library
are modeled using 3D imaging software. Special 3D Scanners are used by the company
in its retail and reseller location for 3D Heads. A traditional high quality photo portrait
can be converted into a 3D head image. The 3D scanner takes an image of the front and
sides of a person's head.

(i) 3D Head or Facial Image (ii) Side View

Fig 2.1.3- 3D Engraving

2.1 PROCESS SPECIFICATION

2.1.1 Laser Engraving

Crystal Mirage has introduced the latest technology to do laser engraving inside a
crystal piece. Be it a 2-dimensional or 3-dimensional design, they can engrave it to
customer likeness.

30
 Laser engraving is the practice of using lasers to engrave or mark an object. The
technique can be very technical and
complex, and often a computer system
is used to drive the movements of the
laser head. Despite this complexity,
very precise and clean engravings can
be achieved at a high rate. The
technique does not involve tool bits
which contact the engraving surface
and wear out.
Fig2.2.1.1 - Laser Engraving Machine

This is considered an advantage over alternative engraving technologies where bit

heads have to be replaced regularly.
Laser Engraving is perfect for corporate
gifts, or any gift-giving occasion, engraved gifts
will be treasured and remembered for years to
come. We start you off with a wide selection
from the most wanted gift categories and then
add your personalized greeting or message using
our high tech laser engraving technology.
Fig 2.2.1.2 - Laser Engraving

Whether it’s a crystal figurine, personalized desk accessory,, or any other of our
unique gift items, you’ll find the perfect personalized and corporate gift ideas right
here at Crystal Mirage. For a unique, one-of-a-kind gift that you no one else could
possibly give, consider having your favorite photo transferred to crystal with any kind

31
 of sizes and figures available and finished off with a personalized laser engraved
message.

2.2 MATERIAL SPECIFICATION

Pure Optical Cry. Float Glass of U.S.A./Europe. The engraving techniques is
hand crafted and the quality of abrasive is pure aluminium oxide mesh 200.

a) Glass & Engraving Specifications:-

• Allowance tolerance >4-95+ 0.2 (Standard mm)
• Resolution 0.80 mm

a) Quality Specifications: Narrow o d Tolerances

b) Class: Hi-Max Deviation of Refractive index +

c) Quality: Pure Optical Crystal - BK-7 / K -9

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 CHAPTER – 3
THEORY OF THE STUDY

1.1INTRODUCTION
1.1.1 Marketing

It has often been described as “the art of selling products”. It is the process by which
companies determine what products or services may be of interest to customers, and the
strategy to use in sales, communications and business development. It is an integrated
process through which companies create value for customers and build strong customer
relationships in order to capture value from customers in return.

33
 The term marketing concept holds that achieving organizational goals depends on
knowing the needs and wants of target markets and delivering the desired satisfactions.
The aim of marketing is to know and understand the customer so well that the product or
service fits him and sells itself. Ideally, marketing should result in a customer who is
ready to buy. It proposes that in order to satisfy its organizational objectives, an
organization should anticipate the needs and wants of consumers and satisfy these more
effectively than competitors.

1.1.2 Customer Relationship Management (CRM)

According to Michael LeBoeuf, Ph.D., author of How to Win Customers and Keep
them for Life, 68% of customers are lost due to indifference. Indifferent customers are a
result of pure neglect.

CRM is a broadly recognized, widely-implemented strategy for managing and

nurturing a company’s interactions with clients and sales prospects. It involves using
technology to organize, automate, and synchronize business processes—principally sales
activities, but also those for marketing, customer service, and technical support. The
overall goals are to find, attract, and win new clients, nurture and retain those the
company already has, entice former clients back into the fold, and reduce the costs of
marketing and client service.
There are several levels of customers:

1. Dissatisfied customer - Looking for someone else to provide product or service.

2. Satisfied customer - Open to the next better opportunity.

3. Loyal customer - Returns despite offers by the competition.

Dissatisfied customers are an interesting group. For every one that complains
there are at least 25 who do not. Dissatisfied customers by word of mouth will tell eight

34
to sixteen others about their dissatisfaction. With the web some are now telling
thousands. 91% of dissatisfied customers never purchase goods or services from the
company again. A prompt effort to resolve a dissatisfied customer's issue will result in
about 85% of them as repeat customers.

Depending upon the business, new customer sales may cost 4 to 10 times
that of a sale to an existing customer. Some of the benefits of Customer Relationship
Management:
• Streamlined sales and marketing processes
• Higher sales productivity
• Added cross-selling and up-selling
• Improved service, loyalty, and retention
• Higher close rates
• Better profiling and targeting
• Reduced expenses
• Increased market share
• Higher overall profitability

The aim of carrying out this project is to give the best possible attention, customer
services and therefore build customer loyalty. Hence a market research with IT and
Automobile industries was conducted along with the field work of corporate sales, so as
to find the effective ways to carry out better customer relationship.

1.1.1 Customer Centric Approach

In today’s scenario, customers are more educated and informed than ever, and
they have the tools to verify companies’ claims and seek out superior alternatives
In order to have a better business, the companies have to take a customer centric policy,
in which customer is the foremost important entity.

35
 Fig 3.1.3 - Customer Centric View

Building and managing the relationship with customers will help in cultivating long
term customer relationships. Companies are now moving away from wasteful mass
marketing to precision marketing designed to build strong customer relationships.

As in today’s scenario, the customers have lots of option available with them, hence
it becomes necessary for a company to build more stronger relationship with the
customers, so as they don’t get diverted to other vendors. Also, attracting new customer
is 5-10 times more expensive than retaining the existing one.

Hence Customer Relationship Management (CRM) becomes one of the major factors
responsible for customer satisfaction.

1.2 STP FOR CRYSTAL MIRAGE PVT LTD:

Crystal Mirage Pvt Ltd manufacture premium gifts items, which has unique concept
and design. The STP of Crystal Mirage Pvt Ltd market is as follows:

1.2.1 Segmentation:

• Demographic – Crystal Mirage places its product mainly to the premium

class. Hence, segmentation of crystal products is also based on income.
• Psychographic Segmentation - Lifestyle, personality and Socioeconomic
Classification

1.1.1 Targeting:

36
 Corporate and personalized gifts are targeted towards corporate and an
individual. Crystal Mirage has adopted Full Market Coverage, by serving all the
customer group, with all the product they might need in terms of gifts.

1.1.2 Positioning

Crystal Mirage is positioning its product by their USP – ‘Only one in India to
provide 2D, 2.5D & 3D internal laser engraving, using German Technology’. They
treat their crystal products as premium products for premium customers.

37
 CHAPTER – 4
OBJECTIVE

2. OBJECTIVE

The objective of the project entitled, ‘Building customer relationship with the
Automobile and IT (Information Technology) industries for Crystal Mirage Pvt Ltd,
Pune’.

Today, companies face their toughest competition ever. Moving from a product
and sales philosophy to a holistic marketing philosophy, however gives them a better

38
chance to outperform competition. And the cornerstone of a well-conceived marketing
orientation is strong customer relationship.

The objectives of the study are as follows:

1) To find the probable ways of improving customer relationships.

2) To understand the needs and wants of the customers.
3) To find the loop holes in the existing policy of maintaining customer relationship
and suggesting the solution for the same.
4) To learn about the customer expectations.
5) Building brand loyalty for the company and its product.
6) To attract and retain customers.
7) To find the ways to increase Sales for Crystal Mirage Pvt Ltd.

Hence, this project will help in building the good relationship with the customers,
which will ultimately help the company in understanding and satisfying the customers
and increase their profit margins in the near future.

39
 CHAPTER – 5
LIMITATIONS

1. LIMITATIONS
• Project is carried out in 2 months, which is a limited time period for narrowing to
an exact conclusion.

40
• Project is specific to only Automobile and IT industries in Pune region.

• Due to the limitation of time, the sample size is not very large. Hence the
conclusion may not be perfect.

• Project is mainly based on the replies of the respondents and observation of the
researcher during one to one interaction with the corporate executives.

• Covering each and every Automobile and IT units is very difficult, thus the
researcher has tried it best to cover maximum organization, considering time and
transport availability in short span of time.

41
 CHAPTER – 6
SWOT ANALYSIS

42
6.1 SWOT Analysis of Crystal Mirage Private Limited
6.1.1 Strength:

• High profiled designers and technicians.

• German Machinery for Laser engraving, cutting etc.
• Only one in India to perform 2D, 2½D and 3D Laser Engraving.
• 100% Customization.
• Huge Client Base.
• It produces product with very high price range (Rs 20 to Rs 3,50,000/-)..
• Crystal Mirage is available in top most metro cities of India.

6.1.1 Weakness:

• Customer follow-up is the biggest problem in the company.

• Improper database of the customers.
• Lack of manpower in Crystal Mirage, Pune.
• Lack of Promotion/Marketing of Company & its products.
• Pricing of products are high, because of which customer loose interest.
• As a result of the lack of a strong marketing campaign, the company’s brand
name is not as strong as it could be. Extensive marketing will have to be carried
out in order to become established in new markets.
• Training of Corporate team is not efficient.

6.1.1 Opportunities:

43
 • Discovering new market of Automobiles, Hotel etc.
• Opening exclusive SBU (Strategic Business Units) for different products, such as
Crystal, Polyresin etc.

• Diversification in gift products such as crystal theme designs, Executive Diaries,

Pen, Crystal Jewelries, T-Shirts, and Caps etc.
• Tie-ups with Hotel, Event industries etc for various functions arranged by them.

6.1.1 Threats:

• Increasing competition from one-man operations, despite the poor level of service
provided by these individuals.
• Vendors, who provide crystals at very low prices.
• Competitors who offer corporate gifts and similar products in Indian market such
as Laser Fox Arts (www.laserfoxarts.com), Innova India
(www.indiamart.com/inovaindia3d), Shining D (www.shining3d.com), Infinity
India (www.infinityindia.com), Crystal Gifts Engraved
(www.crystalgiftsengraved.com), India Corporate gifts
(www.indiancorporategifts.com) etc.
• Other competitors, which offer variety of gifts products such as leather wallet,
Executive diaries, Pens etc.
• Lack of knowledge about the crystal products among the customers.

44
 CHAPTER - 7
RESEARCH METHODOLOGY

45
70 RESEARCH METHODOLOGY

The research design methodology used in this project is descriptive. As the

problem was defined, we had to find the reasons and the solution of the respective
problems.

1.1 Sources:
The collection of data and the information for the completion of the project, was
mainly based on the following sources:

1) Primary Data
a) Personal Interview
b) Questionnaire
c) Telephonic Interview
d) Observations

1) Secondary Data
a) Websites.
b) Newspaper article.
c) Crystal Mirage Pvt Ltd, Pune.

46
Targeted Sample Size:
IT Organizations - 62
Automobile Organizations- 39

The data and the information collection in this project were mainly concentrated
through primary source. Structured questionnaire was prepared, which contained
questions related to the project title. Questions were asked to the corporate at the time of
an appointment, through personal interview. Telephonic interview was also made, in
order to get the response from the respondents (Corporate).

Majority of the data and the information was collected through the primary
source, through personal interview by asking questions from the questionnaire,
observation. Rest of the data had been collected through secondary sources such as web
sites, articles etc

The complete data was collected through the targeted industries, i.e. Automobiles
and IT industries.

47
 CHAPTER – 8
DATA ANALYSIS & INTERPRETATION

48
 1. DATA ANALYSIS & INTERPRETATION

Data was analyzed and interpreted on the basis of the primary and secondary data
gathered by the researcher. Sample size includes both the IT and Automobile Industries
in Pune region.

• Targeted Sample Size: IT Industry - 62

Automobile Industry- 39

1.1 Growth of Gift Industry

Fig 7.1.1: Growth of gift industry in India

49
Interpretation:

The gift industry is shifting to a more year round business with today's gift
retailer being less dependant upon seasonal sale. The season for big spending to
strengthen business contacts is very much in vogue now and around Rs 1700 cr gift
market is looking up to progress. Fashion has driven the Indian market. It is expected to
grow by more 7% to 13 % than the last year.

Source: Website

1.2 Frequency of giving gifts by corporate

Fig 7.1.2: Frequency of giving gifts by corporate

Interpretation:

From among response received through various media for promotion, corporate
gifts scored a 17% - higher than any other medium including print, television or the
Internet. As per a survey conducted by a promotional merchandise website in 2007, 23%
of respondents ordered promotional items for giving away as corporate gifts more than
ten times per year. 41% of them ordered promotional merchandise between 1-3 times per
year. Corporate gifts market is, in fact, stable across all sizes of buyers and budgets.

Source: Personal interview with the respondents and website.

1.3 Gifts Preferred by the IT industry

50
 Fig 7.1.3: Preferred gifts by IT Industry
Interpretation:

Gift items required by the IT industries consist of Traditional Paintings,

Handicraft Items, Crystal or Marble Tajmahal, Trophies and other items. Tajmahal is the
most preferred gift item preferred by IT industries, so as to give it to their foreign clients,
delegates etc. Traditional paintings, mainly Rajasthani Jharokha paintings and handicraft
items are also preferred. Trophies and Mementos are required by IT industries in their
annual meet, sports functions, conferences etc.

Source: Personal interview of the Corporate Executives (Respondents).

1.4 Gifts Preferred by Automobiles Industries

Fig 7.1.4: Preferred gifts by Automobile Industry

Interpretation:

Dash boards items, mainly spiritual and Keychains are the most favorable and
preferred gifts given by automobile industries to their customers. Some of the automobile
industry gifts Chocolates, Caps and T- Shirts to their customers. 59% of the Automobile
Industry find Dash board and the Keychains as the most suitable as a gifts, next comes
Chocolates, Caps & T-Shirts 19% etc.

51
Source: Personal interview, tele-calling with the corporate executives, Observation and
website.

1.5 Preferred material by Automobile and IT Industries:

Fig 7.1.5: Preferred material for gifts by Automobile & IT industries, available with Crystal
Mirage Pvt Ltd

Interpretation:

According to the observation and the interviews, it was found that both the
industries mainly prefer crystal material and the polyresin is the least preferred material
for these industries. Crystal is the most admired and liked material, because it signifies
purity, and lots of variations are possible as well.

Source: Direct interview, tele-calling with the corporate executives & Observation.

52
 1.6 Most liked art variation by the customer

Fig 7.1.6: Liked art variations by customers

Interpretation:

Miniature and Internal Laser engraving are the most liked art of Crystal Mirage.
Even the ratio of Miniature is more than Internal Laser Engraving, but due to the higher
cost of the miniature, customer usually take their step back and opt for Laser Engraving.
Whereas the Screen printing gets the least share, as it is not permanent and gets fade out
with the time. Customer usually preferred items, which will remain with them forever.
Hence they prefer Internal Laser Engraving, Miniature, Sand Blasting the most.

Source: Personal interview of the respondents.

1.7 Information expected by the corporate from a company

Fig 7.1.7: Information expected by corporate

Interpretation:

Observation from the response of the respondents reveals that maximum

customers want all the information about the product and service. They are not at all
ready to get half and incomplete information.

53
Hence, at the time of the meeting with the corporate, if possible, sales executives should
provide with all the relevant information regarding the product and the service given by
Crystal Mirage Pvt. Ltd. This will help in building trust of the customer with the
company.

Source: Personal interview of the corporate executives of IT and Automobile Industries.

1.8 Expectations of the customers from Crystal Mirage Pvt. Ltd.

Fig 7.1.8: Customers’ expectations from Crystal MiragePvt Ltd

Interpretation:

Through the direct interview with the executives of IT & Automobile industries
in Pune region, it is found, that almost all the customers, expect best quality at best price,
with timely delivery of products from the Crystal Mirage Pvt Ltd. Customers are not all
ready to sacrifice with any of the elements, whether it be quality, price or delivery.

Source: Personal interview of the executives of IT & Automobile Industries.

54
 1.9 Budget for gifts in IT and Automobile Industries

Fig 7.1.9: Budget for gifts in IT & Automobile Industries.

Interpretation:

The budget for the IT and Automobile industries, largely lies under the range of
500-1001. Majority of corporates demand for the gifts, which is under the mentioned
range. While, only around 12% of the population demand for the gifts above Rs 1000.
Hence we should try to produce products with more variations under the price range of
Rs 501-1000 and target the customers, in this range. Serving these population will
anyway help in increasing the revenue and promoting the company in a large scale as
well.

Source: Personal interview of the corporate executives of IT and Automobile industries.

1.10Satisfaction level of the customers:

Fig 7.1.10: Level of Satisfation

Interpretation

55
 It is found, that ratio of satisfied customers is high as compared to dissatisfied
customers. Customers who are highly satisfied are the loyal customers, who does not
skip the vendors for their requirements.

But, it is a matter of question, why some of the customers are dissatisfied?

Through survey it is found, that around 40% of the customers are dissatisfied. Hence, the
problem and solution of this dissatisfaction has to be found, so as to improve the
customer relationship. This will definitely help Crystal Mirage to prosper and build a
strong loyal relationship with the customers, by making them satisfied. Increasing the
satisfaction rate will increase the revenue by more than 30%.

Source: Crystal Mirage Pvt Ltd Pune, Personal interview and Tele-Calling of the
existing and the new customers.

1.11 Reasons for Customers’ Dissatisfaction:

Fig 7.1.11: Reasons for customers’ dissatisfation

Interpretation:

Customer dissatisfaction has many reasons. As found from the customers and the
Crystal Mirage Pvt Ltd, Pune. Customers are mostly dissatisfied with the Quality and
Delivery, because there are many issues regarding the misprinting, light engraving,
wrong alignment, shape etc. Whereas many times, company exceed the promised time of
delivery. Bad packaging is also the factor found for the dissatisfaction.

56
Source: Personal interview with the corporate executives and Crystal Mirage Pvt Ltd,
Pune.

1.12 Reasons given by customers for no repeat business (All

Industries)

Fig 7.1.12: Reasons for no repeat business for all industries

Interpretation:

Several surveys have been done on why customers do not give a business
repeat business. These surveys would indicate that in addition to the technical training
and job skill training provided to employees, some effort aimed at customer
satisfaction and employee attitude is appropriate. Its been found, that around 68% reason
of no repeat business is employee attitude. Hence special care has to be taken in the
training of the employee, so as to train them well to make the prospect customer to a
loyal one.

Source: Website

\
57
 CHAPTER -9
SUMMARY OF FINDINGS

58
 1. FINDINGS

Working as a summer intern for the period of 2 months, has made me experience
the real world of corporate market. The project was carried under the title ‘Building
customer relationship with the Automobiles and IT industries for Crystal Mirage Pvt
Ltd’. This has led me to understand the nature of these industries, their need and wants,
behavior etc.
The following are the findings, which have been experienced in the time span of 2
months:

1) Induction program is arranged for the new recruits and interns, to brief about the
company, its products and its policies by the senior executives of the company.

2) Separate training module is scheduled for the new employees, in order to

provide them with all the training required for working effectively.

3) Continuous motivation by the by the senior to the sales executive is the major
factor for the positive outcome in Pune.

4) Extra benefits, in terms of incentives are provided to the sales executives,

according to the amount of sales made by them, which act as a motivating factor
and appreciation of the performance.

5) Total Independence and freedom is given by the senior executives to the sales
executive team to work in their own way. This definitely has led to the positive
outcome.

6) Highly qualified designers and technicians.

59
7) Monitoring is always performed, by analyzing the past work done by the sales
executives by the senior executives of the company through DSR (Daily Sales
Report).

8) Quick addressing of the complaints and problems by the sales team is made by
the senior executives of the company through mail or phone.

9) At times, senior executives also get involved in the deal, when they find, that
there is a need of an involvement.

10) Crystal Mirage does not have a proper database for storing and retrieving the
data and information from the database, as per the need.

11) No CRM package is installed, hence which make the operations inefficient.

12) Lack of proper follow-ups to the leads generated.

13) Customer centric structure is not followed in an organization, which is leading

towards customers’ dissatisfaction.

14) Does not have a department, who is looking after customer relationship.

15) ‘Crystal Mirage’ - Brand lags in creating Brand awareness. They don’t have
any promotional campaign, due to which, the company is not able to cover the
market share and gain popularity, which they could have gained otherwise.

16) Pricing of the crystal products are high, due to which, many times customer does
not head forward to purchase the product.

17) Proper training and briefing is not given to the corporate sales executives to deal
with the corporate.

60
18) Company, does not show any gesture of thanks in written, to the customers after
the business with the clients.

19) No feedback is taken from the customer about the products and the services
offered to them.

20) Proper communication channel is absent between the levels in the hierarchy.

21) Increasing rate of customer dissatisfaction, due to quality.

22) Proper products, demanded by the customers are not provided to them by the
production team, due to ignorance and overconfidence.

23) Negligence of Quality Control department, has led to improper packaging and
less quality product.

24) Dealing with the corporate require professionalism, which is absent in many of
the sales executives.

61
 CHAPTER - 10
SUMMARY OF SUGGESTIONS

62
 1. SUGGESTIONS

Working for 2 months on a project titled ‘Building customer relationship with the
Automobiles and IT industries, for Crystal Mirage Pvt Ltd, Pune’, had made me
experience very important factors regarding the company, which should be taken care of
for maintaining better customer relationship. Following are the suggestions, which I
would like to recommend to the company.

1. Crystal Mirage Pvt Ltd lack in proper database of the client. Company rather has
a huge database of clients. Hence proper Data warehousing & Mining should be
implemented. So that, the follow-ups of the customers according to the
requirements can be made in time when required.

2. Executives should be knowledgeable, and should have confidence about his own
products. They should know the facts about company’s products or services.
Should understand company policies. In addition, should know as much about the
client's business and needs as they can.

63
2 Customers should be thanked for doing business with Crystal Mirage in writing,
duly signed by top executives of the company and letter should be send by
post/courier to the clients within 2-3 days. High cost service deals warrant a
handwritten note; even smaller cost transaction companies can send pre-printed
appreciation notes to customers on a scheduled basis.

3 Vtiger, Tunesta are the CRM packages which can be implemented in the
Organization.

4 Company should adopt customer centric structure of business, through which the
customers are always given priorities above everything.

5 Customer Retention by Exceeding Expectations. Giving a customer what they

expect is one thing, exceeding their expectations puts the company in a whole
different level in the eyes of the customer.

6 Crystal Mirage Pvt Ltd should establish ESP (Emotional Selling Preposition) by
relating the gifts to the life and emotions of the customers.

7 Proper training should be provided to the sales team, so that they can deal with
the corporate with no difficulty. It has been found; due to lack of proper training,
employees do find it difficult to deal with the clients. Example-Communication,
behavior, attitude etc.

8 Clients can be wished on the important days, such as birthday, anniversary etc
through SMS, telephone, e-mail. Implementing this option will make the
customer think, that company does think about them. Hence building better
relationship.

64
9 If new products are launched, the details should be provided to all the clients
through the direct mailing facilities.

10 Stay in contact with existing and past clients on a consistent basis. By not
forgetting them, they won’t forget you. Phone calls, notecards or postcards,
newsletters, and email can be some of the methods.

11 Greetings can be send to the customers on New-year, Diwali etc.

12 Company can remain in contact with the clients through the means of internet,
by Social Networking Sites. It’s been found, that even the employees itself are
not showing interest in joining the communities of the company.

13 Develop a personal relationship with your customer. Treat your client as if he is

a person, not a way to make money. It does mean that if your customer drops
personal information such as the client’s birthday, or asks follow-up questions
the next time that you speak. People like working with people who treat them as
people.

14 If customer wants to know about the past transaction, the clients should be
provided with the same with no question asked.

15 Anticipate the client’s needs. Take the extra step, and be ahead of customer.

16 If you are wrong, apologize. This will create a sense of respect and trust for the
company and its employees for their truth.

17 Existing customers should always be preserved, because attracting new

customers are 5-10 times more expensive than retaining existing customers.

65
18 Ask for feedback. Obviously, customers are going to want more quality at a
lower price with speedier delivery. However, your clients may provide you with
valuable information that you can use to improve the reputation of your business

19 Listen. Sometimes people just need to rant, even when they are wrong. Try to
avoid taking this personally, and respond professionally.

20 If possible, loyal customers can be invited to visit the production unit, and
experience all the process which company performs before delivering the
products.

21 Company should keep promises. Shouldn’t agree to do anything that company

can't deliver.

22 Production and the Quality Control (QC) department should pay extreme care
about products before delivering.

23 In Website feedback and complaints column can be added, so as to allow

customers to express their view about the product and services delivered.

24 Company should not target every customer, instead the customers’ portfolio can
be maintained. Portfolio can be divided into partition of levels i.e.
i. Platinum – Clients who generate highest revenue for the company.
ii. Gold – Clients who raises revenue, but less than platinum.
iii. Lead – Clients, who are not at all, helping in generating the revenue.

2 Open suggestions from the clients can be taken in order to increase the product
range, product quality, product services etc.

66
3 Delivery and the quality of the product should be given most preference.

4 Study thoroughly, the needs and demands of the clients. Then suggest the
favorable things.

5 Be honest with your client. If you can't meet a requested deadline, tell your
client before you take the order. While you may lose that one order, you are
more likely to keep the customer over the long run.

6 If possible, Crystal Mirage should indulge in CSR (Corporate Social

Responsibilities).

7 Company can start customers’ club. Where the clients, whoever are loyal to the
company are the member, and they can have annual get together, annual meet
etc.

8 Promotion of the company and the products is a must. Special team should be
setup in order to promote Crystal Mirage Pvt Ltd to compete with other
competitors.

67
 CHAPTER – 11
CONCLUSION

1. CONCLUSION
The research project entitled, ‘Building customer relationship with IT & Automobile
industries for Crystal Mirage Pvt Ltd, Pune’ was conducted among 101 corporates of IT

68
and Automobile industries, which included C.E.O, M.D., HR Manager, Marketing
Manager etc of the respective industries.

A detailed research has been carried out for the period of two months, and the
conclusions made are as follows:

1. Gift industry is expected to grow at the rate of 7-13%, reaching around Rs 1700
Cr in the fiscal year 2010-11. This shows that there is a huge possibility for gift’s
market to flourish in the coming time period.
2. It has been found, that the level of dissatisfaction of the customers are mainly due
to poor quality and extended delivery of the product. Hence proper surveillance
should be kept by Quality Control department to provide the best quality to the
customers on time.
3. Expectations of the customers are increasing; they want value of their money. In-
spite of best product in optimum price and on time delivery, they expect
additional benefits from the company.
4. Crystal Mirage lags in maintaining customer relationship.
5. Lack of Promotion/Branding of company and its product, is not allowing the
company to generate revenue which could otherwise have been made.
6. Emphasis should be given in retaining and serving the existing customers, rather
than attracting the new customers because, attracting new customers are more
expensive than retaining existing ones.
7. Various feasible methods have been suggested in order to improve the customer
relationship with the clients.

Hence, it is concluded that maintaining relationship with the customers is the most
important factor responsible for a better business. Thus, an extreme care should be taken
to deal with the customers.

69
CHAPTER – 12
BIBLIOGRAPHY

70
1.1BIBLIOGRAPHY
1.1.1 Books
• Philip Kotler , Marketing Management , Millennium edition , Prentice Hall
India , New Delhi
• V S Ramaswamy & S Namakumari, Marketing Management, 4th Edition,
Macmillan Publishers India Ltd, New Delhi
• William G.Zikmund, Business Research Methods, 7 e, Cengage Learning India
Private Limited, New Delhi

1.1.1 Websites
• www.crystalmirage.net
• www.wikipedia.com/Customer_relationship_management.htm
• www.craftcentral.com/Corporate Gifts Industry Suppliers Directory, Business
Organizers, Diaries.htm
• www.about.com/crm.htm
• www.giftsnaccessories.com/Data for growth.htm
• www.ezinearticles.com/7 Ways to Increase Your Customer Loyalty.htm
• www.busreslab.com/default.htm

1.1.1 Articles
• Business Line - Market for corporate gifts alive and kicking
• Ways to Improve Customer Loyalty, by Lori Greenwell, Winter 2000 issue,
published by American Business Advisors, Inc., Englewood, Colorado.
• Customer Relationship Management: Developing a Long-Term Customer-
Focused Strategy.

71
• Gifting Report 2010, By Unity Marketing Inc. on 24 March 2010
• CRM means change By Michael Meltzer (Managing Partner, AMT)
Published by The Wise Marketer in March 2004.

Annexure

72
 QUESTIONNAIRE
Project Title: Building customer relationship with the IT and Automobile industries for Crystal Mirage
Pvt Ltd, Pune.
This project report is carried out by Rafat Jamil Siddique (Summer Intern), for finding the
problems faced by the company in maintaining customer relationship and suggesting the solution for the
same. Respondents will be the executives from corporate, mainly CEO, MD, HR/Personnel Manager,
Marketing manager, Manager-Corporate Communication or any concerned authority.

-Your participation is valuable to us-

Name:
Designation:
Company:

1. Have you heard about Crystal Mirage Pvt Ltd?

• Yes
• No
a) If yes, from where did you come to know?
• News Paper
• Magazine
• Internet
• Friends
• Any other, Specify_______________________

73
1. Does your company have the policy to distribute gifts and awards to your Clients and Employees?
• Yes
• No

1. Does your company have special occasions/events for distributing gifts? If yes, at what time of
the year?

• If Yes (Specify)___________________________________________
• No

1. What are the gifts you usually distribute to your Clients, Delegates and Employees?
______________________________________________________________________________
______________________________________________________________________________

2. How many times in a year you company give gifts to the employees and the clients?
• 1 to 4 times
• 5 to 10 times
• >10
• None

1. What kind of material will you prefer for gifting, available with Crystal Mirage Pvt Ltd?
• Crystal
• Polyresin
• Acrylic
• Metals

1. What is the budget of the gifts, you usually distribute?

• Rs 0-500
• Rs 501-1000
• Above 1000

1. What kind of artwork you will prefer to gift?

• Internal Laser Engraving
• Sand Blasting
• Screen Printing

74
 • Miniature

1. What are the informations, you expect from Crystal Mirage Pvt Ltd?
• Product Related
• Service Related
• Both

1. What are the expectations from Crystal Mirage Pvt Ltd?

• Best Quality
• Best Price
• Delivery
• All of the above

1. What gifts are usually preferred by your company?

______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

2. According to you, what services Crystal Mirage Pvt Ltd should provide, to improve customer
relationship?
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

75