Marketing Summer Project

8/8/2019 Marketing Summer Project

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Project Report

On

DETERMINATION OF CUSTOMER SATISFACTION LEVEL

Prepared for

ADZEE ADVERTISEMENT AND MARKETING

Submitted to ISCS, Pune In partial fulfillment of therequirement of PGP Program

Submitted by

AVANI VERMAPGP 2009-11

INDIRA SCHOOL OF CAREER STUDIES



ACKNOWLEDGEMENT

I have had a golden opportunity of being a part of Adzee Advertisement

towards fulfilling the requirement of summer training. The helping hand

co-operative and easy by which I was accepted to this family was by itself

hearing experience.

I am greatly obliged to Mr.P.K.Diwakaran, Director, ISCS, Pune for

providing me the right kind of opportunity and facilities to complete this

venture.

My heartfelt thanks to my respected Faculty Guide namely Prof.

M.K.Gandhi without his continuous help the project would not have been

materialized in the present form. His valuable suggestions helped me at

every step.

I take this opportunity to express our graduate towards the Marketing

division as whole.

I am extremely thankful to Mr. Vinayak president of Adzee Advertisement.

For this kind permission to carry out the study for the organization.



A mere thank would be an inadequate world to express my true gratitude

towards Mr. Kunal Jain. Marketing Head; he has been guiding force

behind the fulfillment of project. I would be failing in our duty if I don't

thank all staff member of Adzee Advertisement. For sharing their precious

time and knowledge with me.

AVANI

TABLE OF CONTENT

EXECUTIVE SUMMARY

INTRODUCTION OF ADVERTISEMENT COMPANY

INTRODUCTION OF ADZEE ADVERTISEMENT & MARKETING

PROJECT OVERVIEW

OBJECTIVE & SCOPE

RESEARCH METHODOLOGY

DATA COLLECTION AND ANALYSIS

OBSERVATION & FINDINGS

LIMITATIONS



SUGGESTIONS &RECOMMENDATIONS

BIBLIOGRAPHY

ANNEXURE



EXECUTIVE SUMMARY

The voucher industry worldwide has witnessed a major boost in the recent past.

This is due to the fact that the amount of convenience and economy vouchers

provide is immense. The administrations have realized today the need of

motivating the work force to maximize the output.

Adzee advertisement is improving the quality of daily life of the client

and users.

1.

Food and Management services.

2. Providing discount coupon of pizza hut, juice lounge, Golf way, Body n

soul, and big brand.

3. Remote site and facility management.

4. Service voucher and cards adze enables employers to provide value

additional benefits to their employees in a cost effective and convenient

manner.

TITLE



This project is carried out to ³determine the satisfaction level of the client´

using adzee pass vouchers in pune.

OBJECTIVES:

To check out the service level of adze with its clients.

To assess the prospect of cross selling of vouchers.

To recommend the strategies to overcome the shortcomings, if any.

Due attention has been paid to extract as much information as possible

from the key client .The effort was to tap as many as client as

possible.

METHODOLOGY

In this project the primary data is collected through questionnaires

and personal interview , The secondary data is used only in terms

of the data base of the adzee clients .in certain case where the

concerned person was unable to meet , telephonic discussion was

done to get the required information.

FINDINGS



IT/ITES Companies contribute significantly to the profit of adzee

pass.

62% of the clients are satisfied in comparison to the unsatisfied lot

of 38%.

Major cause for dissatisfaction is delay in delivery of vouchers,

followed by affiliate problem and service problem.

56% of the clients agreed to certify agreed to certify the services of

adzee.

Referral business is very low as only 6% of the surveyed group

gave some references.

Cross selling should be given more attention as all the clients are

not using both vouchers despite of the need.

There is lack of awareness among the users about the probable

benefits of the voucher.

PROBLEMS AREAS:

CONTROLLABLE:

1. Problem with the delivery and order processing.

2. Spread of affiliate network.

3. Printing of voucher.



4. Credit problem.

5. Direct delivery of vouchers to different branches of a/cs.

UNCONTROLLABLE:

1. Change problem.



RECOMMENDATIONS:

The small clients should not be completely ignored. Due attention should be

paid the small clients in order to tap the organization in the initial phase of

expansion.

Organizational growth can also be achieved by increasing the average booklet

value.

A complete track of IT/ITES companies entering the city should be kept.

The company need to spend more in terms of advertisement as the awareness

level is not high among the users of vouchers.

70% of the vouchers should be printed in advance in order to avoid the delay.

Direct delivery of vouchers to the clients place can minimize the lead time.

LIMITATION

Time acted as the major constraint. Ideally all the clients could have been

surveyed but it was not possible due to time constraint.

A possibility of sampling error is always there.

Reluctance of the respondents to co-operate.

Biasness of the respondents.

Limitation of not being able to meet the right person.

Personal Interviews were very time consuming, hence the number of

clients being surveyed were less.



I NTRODUCT I ON

Of

ADVERT IS EMENT

COMPANY



Advertising

Advertising, generally speaking, is the promotion of goods,

services, companies and ideas, usually performed by an identified

sponsor. Marketers see advertising as part of an overall promotional

strategy. Other components of the promotional mix include publicity,

public relations, personal selling, and sales promotion.

Advertising involves the process where in a massage is designed so

as to promote a product, a thought, an idea or even a service. The

concept of advertising has assumed a dynamic form with the use of the

various mediums of communication. From the newspaper, magazines,

posters, neon and fluorescent signboards, billboards to the commercial on

TV, laser shows to inflated high-rise figures and objects, advertising has

come a long way. The work is formidable as it spearheads a pro cess

intended to attract, modify, change and influences public opinion.

From the local business to multinational firm and all need to

advertise. While politicians, social organizations, government special

groups need to advertise their motto, national airlines, auto mobile

manufactures, food and consumer goods manufacturers have to reach the

consumer. Specialist products and services are often advertised through

trade magazines and exhibitions. Lately mail -shots, handbill circulation,

special offers have become very popular. There are still other ways of

advertising. There are window displays, display on telephone directories,



transit sign on buses, lamp posters, banners, etc. Advertising through the

electronic media has been perhaps the most popular medium.

Advertising, as an effective medium, uses a variety of techniques to

create effective advertisements. A basic appeal is at the heart of

advertising. Slogans and product characters are created to catch the

attention of the viewers. Most winning advertisements would encompass

factual information with emotional appeal. The advertising industry has

three major sectors.

y Business or organization which wishes to advertise,

y Media which provides the medium for advertising and

y Ad-agency which creates the ad to suit the need of the firm.

Ad agencies vary in the size and turnover. Nevertheless the process

of creating an ad remains the same. The annual expenditure on the

advertising has been to the tune of Rs 8000 crores and the figure could

be higher. USA has projected media spending on advertising on the net to

approximately $7700 by the turn of the century. The scope for advertising

professionals certainly shows an upward trend.

Industry Snapshot

According the Advertising Age's 2002 Agency Report, the world's

six largest advertising agencies accounted for over 65 percent of $39.28

billion spent on advertising worldwide in 2001. But the advertising

industry has suffered during the first years of the 2000s. The economy



decline prior to and exacerbated by the terrorist attacks of September 11,

2001 has been sustained by the ongoing conflict with Iraq. As an indicator

of the softened demand for advertising services, advertising agency

employment fell to just over 180,000 in December 2002, down from an

average employment of 194,400 in 2001 and 182,400 in 2002,

representing the largest decline since 1991.

Advertising agencies are primarily responsible for two functions.

The first is the production of advertising materials in the form of written

copy, art, graphics, audio, and video. The second is the strategic

placement of the finished creative product in various media outlets, such

as periodicals, newspapers, radio, and television.

Advertising agencies can be found throughout the United States,

with the greatest percentage located in large cities. Many have

headquarters in New York and field offices in Chicago, Los Angeles, San

Francisco, Atlanta, Detroit, and other major areas of commerce in order

to be close to clients.

Although the larger agencies are more frequently mentioned in the

media and in trade publications, the industry is actually predominately

comprised of smaller agencies, many with only one or two principals.

Industry observers credit lower overhead, diversified services, willingness

to accommodate change, and an entrepreneurial attitude for the success

of smaller, boutique agencies.



As many clients have begun to focus on a variety of forms of

marketing communications, advertising agencies have had to look beyond

conventional media-based advertising. Advertising budgets reflect this

shift, with additional dollars being earmarked for point -of-sale

promotions, public relations, and a major entry into the media mix²the

Internet. Changing demographics and a savvy American consumer were

the driving forces behind these alternative forms of marketing

communications.

Some industry leaders have projected that advertising agencies will

need to augment their primary line of work and change their longstanding

compensation system based on commissions. Realizing the need for

"integrated marketing services," many agencies have responded by

offering public relations, direct mail, promotional, and Internet services.

N ature of the Industry

Firms in the advertising and public relations services industry

prepare advertisements for other companies and organizations and design

campaigns to promote the interests and image of their clients. This

industry also includes media representatives ²firms that sell advertising

space for publications, radio, television, and the Internet; disp lay

advertisers²businesses engaged in creating and designing public display

ads for use in shopping malls, on billboards, or in similar media; and

direct mail advertisers. A firm that purchases advertising time (or space)



from media outlets, thereafter reselling it to advertising agencies or

individual companies directly, is considered a media buying agency.

Divisions of companies that produce and place their own advertising are

not considered part of this industry.

Most advertising firms specialize in a particular market niche. Some

companies produce and solicit outdoor advertising, such as billboards and

electric displays. Others place ads in buses, subways, taxis, airports, and

bus terminals. A small number of firms produce aerial advertising, while

others distribute circulars, handbills, and free samples.

Groups within agencies have been created to serve their clients¶

electronic advertising needs on the Internet. Online advertisements link

users to a company¶s or product¶s Web site, where information suc h as

new product announcements, contests, and product catalogs appears,

and from which purchases may be made.

Some firms are not involved in the creation of ads at all; instead,

they sell advertising time or space on radio and television stations or in

publications. Because these firms do not produce advertising, their staffs

are mostly sales workers.

Companies often look to advertising as a way of boosting sales by

increasing the public¶s exposure to a product or service. Most companies

do not have the staff with the necessary skills or experience to create

effective advertisements; furthermore, many advertising campaigns are

temporary, so employers would have difficulty maintaining their own



advertising staff. Instead, companies commonly solicit bids from ad

agencies to develop advertising for them. Next, ad agencies offering their

services to the company often make presentations. After winning an

account, various departments within an agency²such as creative,

production, media, and research²work together to meet the client¶s goal

of increasing sales.

Widespread public relations services firms can influence how

businesses, governments, and institutions make decisions. Often working

behind the scenes, these firms have a variety of functions. In general,

firms in public relations services advise and implement public exposure

strategies. Firms in public relations services offer one or more resources

that clients cannot provide themselves. Usually this resource is expertise

in the form of knowledge, experience, special skills, or creativity; but

sometimes the resource is time or personnel that the client cannot spare.

Clients of public relations firms include all types of businesses,

institutions, trades, and public interest groups, and even high-profile

individuals. Clients are large and small for-profit firms in the private

sector; State, local, or Federal Governments; hospitals, universities,

unions, and trade groups; and foreign governments or businesses.

In an effort to attract and maintain clients, advertising and public

relations services agencies are diversifying their services, offering

advertising as well as public relations, sales, marketing, and interactive

media services. Advertising and public relations service firms have found



that highly creative work is particularly suitable for their services,

resulting in a better product and increasing their clients' profitability.

Profile of major advertising mediums

MEDIUM ADVANTAGES LIMITATIONS

Newspapers Flexibility; timeliness; good

local market coverage; broad

acceptance; high believability.

Short life; poor

reproduction quality;

small pass along

audience.

Television Combines sight, sound and

motion; appealing to the

senses; high attention; high

reach.

High absolute cost, high

clutter, fleeting exposure,

less audience selectivity

Direct mail Audience selectivity,

flexibility, no ad competition

within the same medium,

personalization.

Relatively high cost, junk

mail image.

Radio Mass use, high geographical

and demographic selectivity;

low cost.

Audio presentation only;

lower attention than

television; non

standardized rate



structure; fleeting

exposure.

Magazines High geographical and

demographic selectivity;

credibility and prestige; high

quality reproduction, long life;

good pass-along readership.

Long ad purchase lead

time; some waste

circulation; no guarantee

of position.

Outdoor Flexibility; high repeat

exposure; low cost; low

competition.

Limited audience

selectivity; creative

limitation.

Brouchers Flexibility; full control; can

dramatize message.

Overproduction could lead

to run away costs.





Marketing & Sales

The aspirations of a property buyer matter to us. So our marketing and sales programmers

imbibe the finer details of a project. We have made it our practice to exceed expectations of

home buyers in the realty sector. It is all about making them realize that our plans are

specially designed to make their dreams come true. Our comprehensive marketing & sales

plans over the years have only ended up strengthening relationship with our customers.

Marketing & Sales

Proper execution makes ideas and innovations successful. Comprising over 100

professionals, our marketing and sales team makes up one of the best teams in real estate

marketing. Every team member individually and collaboratively contributes towards

comprehensive market research, market analysis, strategic planning, marketing and sales to

deliver remarkable results and achieve sales in specific time duration. This team also ensures

a pleasing experience for every customer at each level of interaction. Our true progress is

powered by our people and as a team, we spell success.

Customer Support

Achievements in real estate are gauged on the basis of customer experience and satisfaction.

Being a customer centric organization, our Mumbai based customer support team comprises

well informed personnel who cater to every day requests and queries. A separate 24x7

dedicated customer support division services our NRI customers. And our 10 prominently

located Customer Relationship Centers complement the support process by making it

extremely convenient for our customers to seek information & help. By providing precise



information and pleasing assistance, every customer service executive ensures maximum

customer delight.

CHERISHED CLIENTS

y Pizza Hut.

y Smokin Joe¶s

y Body & Soul.

y Deccan Pearl.

y Wonder Funky.

y Golf way Fun Center.

y Maruti Suzuki.

Etc«««««««««..





What is service?

A service is any act or performance that one party can offer to another that is

essentially intangible and does not result in the ownership of anything. Its

production may or may not be tied to a physical product.

In this case Adzee is offering its service to the customer in terms of the

vouchers.

Characteristics of services and their marketing implication:

Services have four major characteristics that greatly affect the design of

marketing program: intangibility, inseparability, variability, and perish ability.

INTANGIBILITY:

Unlike physical products, services cannot be seen, tasted, felt, hea rd or smelled

before the purchase. To reduce uncertainty, buyer will look for evidence of the

service quality. They will draw inferences about quality from the place, people,

equipment, communication material, symbols, and price that they see. Therefore

the service provider task is to ³manage the evidence ,́ to ³ tangibilize the

intangible.´ Whereas the product marketers are challenged to add physical

evidence and imagery to abstract offers.

Suppose Adzee wants to position itself as the ³fast´ service provider. It could

make this positioning strategy tangible through a number of marketing tools:



1. Place: The exterior and the interior should have clean lines. The layout of

the desk and the traffic flow should be planned carefully.

2. People: Personnel should be busy. There should be a sufficient number of

employees to manage the workload.

3. Equipment: Computers, copying machines, desks should be and look

³state of the art´

4. Communication material: Pr inted materials- text and photos-should

suggest efficiency and speed.

Managing service quality:

The service quality of a firm is tested at each service encounter. It is a must for

any service organization to maintain a desired service quality level to cat er the

competition.

Customers form service expectations from past experiences, word of mouth and

advertising. Customers compare the perceived service with the expected

service. If the perceived service falls below the expected service, customers are

disappointed; this is the case with some of the Adzee Advertisement clients. If

the perceived service meets or exceeds their expectation, they are apt to use the

provider again.



Parasuraman, Zeithaml and berry formulated a service quality model that

highlights the main requirements for delivering high service quality. It identifies

five gaps that cause unsuccessful delivery:

1. Gap between customer¶s expectation and management perception:

management does not always correctly perceive what customers want.

The adzee administrators may think that clients want better features. But

clients may be more concerned with price and facility.

2. Gap between management perception and service -quality specification:

management might correctly perceive customers wants but not set a

performance standard. adzee administrators may tell the executive to give

fast service without quantifying it.

3. Gap between service-quality specification and service delivery: personnel

might be poorly trained, or incapable or unwilling to meet the standard;

or they may be held to conflicting standard, such as taking time to listen

to customers and serving them fast.

4. Gap between service delivery and external communication: consumer

expectation is affected by the statement made by company representatives

and ads.

5. Gap between perceived services and expected service: this gap occurs

when the consumers misperceives the services quality.



The same researchers found five determinants of service quality. These

are presented in order of importance.

1. Reliability the ability to perform the promised service dependably and

accurately.

2. Responsiveness: the willingness to help customers and to provide prompt

service.

3. Assurance: the knowledge and courtesy of employees and their ability to

convey trust and confidence.

4. Empathy: the provision of caring, individualized attention to customers.

5. Tangibles: the appearance of physical facilities, equipment, personnel,

and communication material.



SERVICE QUALITY MODEL

5Word-of-mouth

Communication

Personal needs Past

experience

Expected service

Perceived service

Service delivery

(including pre and

post contacts)

Translation of

perceptions service-

quality

specifications

Management

perception of

consumer

expectation

GAP5

External

communications

To consumers

GAP4

GAP3

GAP2

Consumer

Marketer

GAP1



Various studies have shown that well-managed service companies share

following the following common practices: a strategic concept, a history of

top management commitment to quality, high standard, self - service

technologies, system for monitoring service performance and customer

complaints, and an emphasis on employee satisfaction.

STRATEGIC CONCEPT

Top service companies are ³customers obsessed´ They have a cl ear sense of

their target customers and their needs. They have developed a distinctive

strategy for satisfying these needs.

TOP MANAGEMENT COMMITMENT

Companies such as Body n Soul, Pizza Hut, Juice -lounge, Golf way have a

thorough commitment to service quality.

HIGH STANDARD:

The best providers set high service-quality standards. One can distinguish

between those companies offering ³merely good´ service and offering

³breakthrough´ service, aimed at being 100% defect -free.



MONITORING SYSTEMS:

Top firms audit service performance, both their own and competition, on a

regular basis. They collect voice of the customer (VOC) measurement to probe

customer satisfiers and dissatisfies. They use comparison shopping, ghost

shopping, customer service, suggestion and complaint forms, service-audit

teams, and letters to the president.

SATISFYING CUSTOMER COMPLAINTS:

Studies of customer dissatisfaction show that customer is dissatisfied with their

purchase about 25% of the time but that only about 5% complain. The o ther

95% either feel complaining is not worth the effort, or they do not know how or

to whom to complain. Of the 5% who complain, only about 50% report a

satisfactory manner is critical. On average, a satisfied customer tells 3 people

about good experience, with the average, a satisfied customer tells still other

people, the number of people exposed to bad word of mouth may grow

exponentially.

Customers whose complaints are satisfactorily resolved often become more

company-loyal than customers who were never dissatisfied.

SATISFYING EMPLOYEES AS WELL AS CUSTOMER:



Excellent service companies know that positive employee attitude will promote

stronger customer loyalty. Several high performing service organizations found

a high correlation between customer satisfaction, employee satisfaction, and

store profitability.

Giving the importance of positive employee attitude, service companies must

attract the best employees they can find. They need to market a career rather

than just than job.

OBJECTIVE AND SCOPE



Objectives:

The main objective of this project was to determine the satisfaction level

of Adzee client¶s with an eye on Pune. This study was done on the

vouchers, i.e. meal voucher & gift vouchers.

Objective of the Project:

y To check out the service level of Adzee with its clients

y To assess the prospect of cross selling of vouchers

y To recommend the strategies to overcome the shortcomings, if any

Due attention has been paid to extract as much information as possible

from the key clients. The effort was to tap as many clients as possible.



RESEARCH METHODOLOGY



TOTAL PROCESS OF THE SURVEY

Planning Operation Evaluation

Defining TargetPopulation

QuestionnaireDesigning

Specific Survey

Contents

Frame

Data Collection

Processing of data

Data preparation &final data

Analysis

Archiving the finaldata

Checking SurveyOutputs

Data merge

Evaluate feedback

Documentation

Metadata



Data Collecting Method

In this project primary data collected through questionnaire and personal interview. The secondary

data is used only in terms of the database of the Adzee clients. In certain case where the concerned

person was unable to meet, telephonic discussion was done to get the required information.

SAMPLING

It was not possible to meet the entire client in the city so a mix all the sectors have been taken into

consideration. Sample was such that represents the major as well as the minor customers. The size and

the volume of the sample is called the sample size. The sample size taken was around 100 respondents

who were mainly HR or administrative head/ personnel of various organizations.

Time Estimation:

Time allotted to me to complete the project is two months. First week was spent in studying literature

and learning and gaining knowledge regarding Adzee pass and its services. The activities during the

week involved the visit to the clients with the Area sales manager and other executives to get the feel

of the market.

Second to seventh week was spent on the field in carrying out the survey by collecting the primary

data and meeting various corporate heads of various corporate heads of various organizations.

And finally eighth week was spent on preparing this project report.



DATA COLLECTION & ANALYSIS



BR E K- P O T E L E T

The pie char t depict the breakup of the categor ies of the companies being surveyed. Due

care has been taken to cover the entire segment according to their due weight age in thecompany¶s revenue. It is self evident from the above char t that ma jor emphasishas been

given to the IT/ITES and manufactur ing segment with 48% & 37% respectively .the reason behind it was that the ma jor ity of the clients served by adzee belong to these categor ies and

the ma jor share of company¶s revenue comes from these clients. Consulting, pharmaceutical

manufactur ing companies were also taken in consideration dur ing the survey though their

weight age has been less with 4%,4%,&7% respectively .

IT/ITES

48%

SERVICES

7%

PHARMA

4%

COUNSULTING

4%

MANUFACTURING

37%



ST T S O CL E T

As the pro ject was about the determination of the satisfaction level of the client thecompanies approached were already availing the services of Adzee pass. The ma jor

emphasis was given on those companies which are not using both the categor ies of vouchers and f ind the reason behind that. The clients using both the vouchers were also

interviewed so as to determine their satisfaction level and the assess problems faced by

them while using the vouchers. The clients surveyed were the result of the ser ious

discussion with the area sales manager and the K AMs in the pune off ice so that the

survey should be effective. The numbers of the meal voucher client surveyed were more

comparatively, as the prospect for cross selling was also a ma jor focus of this pro ject.

Clients have stopped using the vouchers, though the number is very few .thereasons are

discussed later in the analysis.

As compare to ITs Manufactur ing people still availing the adzee services. because in

manufactur ing not a single company has stopped adzee services.

24

12

10

5

10

15

20

25

30

Meal voucher Both Stopped using

STATUS OF IT/ITES CLIENTS

STAT

S OF CLIENTS

31

17

00

5

10

15

20

25

30

35

Meal voucher Both Stopped using

STATUS OF MANUFACTURING CLIENTS

STAT¡ S OF CLIENTS



NUMBER OF CLIENT SATISFIED WITH THE SERVICES

25

13

number of clients satisfied with the service

of IT/ITES

satisfied

¢ ot satisfied



AS the title of the project suggests that the satisfaction level of the client is to bedetermined, this conical chart shows the number of clients satisfied or dissatisfied with

the services of the service provider. The number of client satisfied is 25 and theunsatisfied client¶s counts to 13 in IT and the number of client satisfied is 27 and the

unsatisfied client¶s counts to 20 in Manufacturing which is the major concern. The

probable reason for dissatisfaction will be shown in the following chart. This chart is the

very first insight into the satisfied and the unsatisfied lot of the Adzee¶s clients. Though

the majority of the clients are satisfied but the unsatisfied lot cannot be ignored as it can

have a major impact on the sales of the company in the future. In the following charts the

satisfaction level of the client and the major reasons for dissatisfaction are highlighted.

If we see the ratio IT clients are more satisfied than Manufacturing clients.

27

20

number f clients satisfie it t e service

f MANUFACTURING

satisfie £

¤ ¥ t satisfie £



DEGR EE OF SATISFACTION

0

2

4

6

¦

10

12

14

16

18

20

highly Satis§ ied Satis § ied OK-N̈ regret

Degree of satisfaction of IT ITES

Degree of satisfaction

0

5

10

15

20

25

30

highl © Satisfied Satisfied O -No regret

Degree of satisfaction of MANUFACTURING

Degree of satisfaction



This char t shows the degree of the satisfaction of the satisf ied lot. As the number of theclients highly satisf ied with the services of the Adzee are38 out of 62 it shows the

eff iciency of the organization. The satisf ied and the ok type of the clients are to be givenenough attention so as to move them into the highly satisf ied zone.

CAUSE OF DISSATISFACTION OF IT/ITES

0 2 4 6 8 10 12

Ser i es

Affiliates

Deli ery



CAUSE OF DISSATISFACTION OF MA NUFACTUR ING

This bar char t points out the reason of the dissatisfaction of the clients along with thenumber of clients dissatisf ied due to that par ticular reason. The number of the clients

dissatisf ied with delivery is 16 i.e.50%of the total lot of the 32 unsatisf ied clients. That is

a huge number of clients as any organization; specif ically service organization cannot afford such an unsatisf ied lot. If this sample is considered to be a true picture of the facts,then Adzee is set to face a tough time in the near future. Processing is a very impor tant P

among the7Ps of the service marketing. It plays a ma jor role in the success of any serviceorganization. Clients antici pate prompt delivery from the service provider in order to

meet their regular needs. A delay in the delivery of the vouchers can disturb their

work ing mechanism. Due attention is needed on the par t of the company to improve on

its delivery alone is not the cause of dissatisfaction of the clients, problem with the

aff iliate network and the other services is a ma jor cause.

0 1 2 3 4 6 7 8

Ser i es

Affiliates

Deli ery



CA N YOU GIVE THE TESTIMONIAL CER TIFYING THE GOOD SER VICE LEVEL

OF ADZEE PASS?

Adzee was in the process of collecting from its clients cer tifying its service standard

when this pro ject was under taken. The collection of the testimonial also formed a ma jor

par t of the pro ject. This testimonial serves as a source of the reference in approaching

0%

10%

20%

30%

40%

50%

60%

YES MAY E NO NEEDS

IMPRO EMENT

Series 1

IT/ITES

0%

10%

20%

30%

40%

50%

60%

YES MAY E NO NEEDS

IMPRO EMENT

Series 1

MA NUFACTUR ING



new prospects. As it is obvious that only satisfied customers can give such a certification,it is also evident from the above chart. Only 56% of the clients approached agreed to give

such testimonial, whereas 11% were not sure about it. The response from 30%was a clear no, and 3% asked for some improvements in order to give such certification.

It is also clearly indicated that client from IT sector is agreed to give such

testimonial but client from manufacturing is not showing any interest.

REFERRALS

6

94

! S

" #



R eferral plays a ma jor in any growing business today. R elationshi p marketing is veryimpor tant for service organizations. The more the number of satisf ied clients the more

will be the chances of business from referrals. As in case of Adzee the satisfaction level was not that signif icant and as a pro ject trainee it wasn¶t possi ble to get many references.

There were only 6 cases of references in a total sample of 100.

PR OSPECTS FOR CR OSS SELLING

0

5

10

15

20

25

30

35

40

45

YES MAYBE NO

Series 1



This char t indicates the prospects of cross selling of voucher to the existing clients. Only

those clients who are using M.V currently could have opted to use G.V. As the clientsusing M.V currently could have opted to use G.V.as the clients using M.V or both the

vouchers were approached as per the guidance of the sales team in pune branch, thenumber of clients agreeing to the proposal were 12 out of 64,i.e.19% approximately. 68%

were not interested in using G.V due to var ious reasons, which are discussed in theanalysis.

CA N YOU GIVE U THE A NNUAL R EPOR T OF YOUR COMPA NY?

21%7%

9%

CAN YOU GIVE US THE ANNUAL REPORT OF

YOUR COMPANY?

IT/ITES

CONFIDENTIAL

ACCESS IT FROM WEBSITE

HA $ E TO CONS % LT



This pie diagram indicates the percentage of clients agreeing or disagreeing to provide the

copy of their respective annual repor ts. As it was a very conf identialdocument most of the

clients refrained from doing so. 58% of the clients denied to provide the repor t as it is

considered as a very impor tant document. 22% of them told to access it from the website as it

is available to the public. Whereas 20% of the personnel approached didn¶t have the author ityto give such a document, so they asked Adzee to contact the concerned person directly.

Clients from IT sector trying to keep data more conf idential as compare to client from

Manufactur ing.

26%

10%

12%

CAN YOU GIVE US THE ANNUAL REPORT OF

YOUR COMPANY?

MANUFACTURING

CONFIDENTIAL

ACCESS IT FROM WEBSITE

HA & E TO CONS ' LT



OBSERVATION & FINDINGS



The objective of this report is to throw a light on the problems faced by the unsatisfied Adzeeclients. Due attention has been paid to bring to the notice of Adzee the shortcomings in their

service level and Awareness. This analysis is a presentation of the complete picture of Adzee

services as perceived by the clients.

A survey has been carried out to check the service level of Adzee. During the survey both the

side of the mirror came into picture. This analysis is the comprehensive report of such

findings.

Adzee has got in its bag the mix of big and small clients which makes it the market

penetration. At the same time it faces a tough competition from other Advertisement. Though

Adzee Meal voucher market is good but the service voucher market is not yet fully exploited.

No one can deny the fact that there is a need for both the vouchers in every big organization,as it simplifies the administrative task. The solution lies in how the sales team is able to make

the prospect realize their needs. They need to explain the D.M.U. that how they can use thegift vouchers as a motivational tool by allowing the employees to save a considerable amount

on tax. Meal voucher has gained much importance, but the service voucher market needs to be fully tapped as they add considerably to the profit of the organization.

Meal voucher are being used by almost all the leading organization in the city as it a tax

saving tool. Gift vouchers also work on the same basis but users are less willing to use these

vouchers. The most apparent reason is that 80% of employees in any organization are

bachelors and they are happy with the cash in hand. They don¶t mind parting with Rs. 1500

as tax. Probably the exemption limit on Gift vouchers is too less to tempt them to go for it .

At the time of probing the sales team need to analyze the needs of the client and offer them

the tailor made solution. Gift vouchers can be probably used for all the reasons as an

organization need to give gifts to its employees. Almost every organization give gifts to its

employees as festive gifting, rewards & recognitions etc. They are even using vouchers from

other store too, and then there is no reason why they should not use Adzee vouchers. On

being approached about the probable reason for not using Adzee¶s vouchers there were two

main causes discovered. The most prominent cause is that the decision makers themselves are

not aware of the concept of gift vouchers. This is probably due to the fact that the probing

was not effective or the changes in the D.M.U are not tracked. In many cases the newdecision makers are willing to use the gift vouchers as they find the concept interesting. As

such there can be many more cases and its very easy to approach the existing Meal voucher clients for gift voucher i.e. cross selling .many clients those who used the these Gift voucher

initially have stopped using the voucher because of the initial period in the recent past.

Those who stopped availing the services due to this problem should be approached and itshould be made sure that they start using it again. Another significant reason for the clients

not using adzee vouchers is the lack of awareness. They reason that Adzee cannot meet their

urgent needs per, say in case of a get-together or a party. Adzee cannot make these vouchers

available as they are not stocked at branch level, so they have to opt for other vouchers.

The most detrimental factor in the success of any big organization is the average age of the

employees, specifically in this service organization, in Adzee the average age of the

employees, in approximately 35 which make it even more dynamic in tackling the



competition. The sales team at Pune is a mix of youth and experience which gives it upper edge over competitor. The clients in this industry can be nasty at times and can put forward

several unpractical demands. These people are needed to be tackled with a calm head andutmost ease which is quite possible for the young talent.

The young workforce keeps the environment vibrant and exuberating. This is quite necessary

as it eases the work pressure and everyone enjoys their work. A thorough professionalism isalso expected from such a lot as they are used to this culture. Targets are never the boundary

for youth. Exceeding the target and excel in their work, is what should be their attitude. A

regular dose of motivation and sense of belongingness to company keeps them going.

Adzee is lacking on the grounds of the quality services which is expected of an MNC of its

stature. Due to this reason it has lost many big clients e.g. PSI Data systems. It has also being

experiencing a sudden decline in sales figure constantly due to stoppage in the use of the

voucher by some customers. The reason attributed to this are many; delay in order processing

and delivery of vouchers; non-acceptance of vouchers with their affiliates, due to delay in

payment by Adzee ,etc.

Several customer complaints of the non-professional attitude shown by Adzee. There has

been no contract. They complaints that the only thing adzee is concerned are getting thecheque. Service marketing is all about the 3ps which makes it different from the ordinary i.e.

physical evidence, processing, person. Adzee has been lacking in all these areas. Marketing isnot just about selling the service and sit back and relax, it is to ensure that the consumer is

satisfied and continue using it Adzee is not a monopoly and the clients always have afreedom to opt for competitor¶s service, Working for Adzee was really a learning experience

as I got to understand the diverse customers with different wants. Some of which are really

needed to be emphasized on whereas others are due to the fact that customers are just like

children and they needed to be told with love that their wants are not practical. On this

platform I have segregated the problem into controllable and uncontrollable heads.

PROBLEM AREAS:

CONTROLLABLE:1. Problem with the delivery and order processing.

2. Spread of affiliate network

3. Printing of vouchers.

4. ( redit problem

5. Direct delivery of vouchers to different branches of a/cs.

) 0 ( 1 0

2

3 1 4 4

5

B 4 6

( hange problem

LI ITATION LIMITATION OF THE STUDY

A managerial decision or executive action is concerned with human beings in one way or the

other. Marketing research is also related to human beings who are not beyond changes.

Hence the validity of the data collected, conclusion, observation and suggestion are bound

to undergo changes. This is one of the most prominent limitations of this research.

Some of the major limitations faced by me during this pro ject are as f ollows:





Its high time now and measures are needed to be taken. The main

cause of the delay is the load of work at a particular time at the

Head Office. The clients are not at all pleased with the fact that

needs to issue the cheque in advance f or the order to be processed.

The reason f or this is the signatory are usually out of town at the

end of the month and apart f rom that they want the cheque to be

issued at the time delivery of vouchers itself .As our competitor is

providing this facility to some distinguish clients, we also need to

take some concrete steps on this f ront.

It is suggested that we can print 70% vouchers in advance and print the remaining order

once we receive the cheque . this will make it possible to deliver the order within 3 working

days. The reason behind this point is that the attrition rate in any industry is not to the

extent of 30%. On the other hand ITES/IT industry is expected to grow by 54%.we can do this

even by analyzing the past trends. So there is no reason why we cannot do this and gain the

confidence of our loyal clients. Taking the cheque in advance is acceptable but that should

also be backed by the delivery within the stipulated time. Moreover the clients should be

regularly updated on the status of the order specifically if it is delayed, so that sudden

conf usion doest arises.

Delivery sometimes plays a major role in the same prospect is being approached by both the

companies. As action speaks louder than words, our services should be whatever talking is

required. Operation is the backbone of any service organization. It should be strong enough

so that such problems can be eradicated.

Adzee has got a very strong brand image of its own and enough care should be taken that it is

not affected by a small issue as delivery.Spread of affiliate network: This is actually a problem which has arisen because of a the probable communication gap between the clients and our sales team. It can be again

hazardous to the image of the company and the competitor can take the advantage. It is just asimple CRM exercise in which our executives should regularly contact the clients and expand

our affiliate network as per need of our clients.A huge affiliate network obviously gives a boost to our profitability with the increase in the

customer base. It can also be a differential advantage when it comes to the selection of company by a client.

Printing of vouchers: This problem can be easily taken care of by our printing division inMumbai, by just rechecking the vouchers after the end of the final printing. If in case any

such incident happens then these vouchers should be immediately exchanged as it doesn¶t

gives a good picture of the company to the users as well as the affiliates at which they are presented. Apart from this several clients complaints of getting fewer vouchers in some

booklets, which is again a fault on our part and enough care, should be taken as to deliver the

right number of vouchers.

Credit Problem: It an agreeable fact that Adzee cannot give the vouchers without getting the

cheque as the delay in payment can disturb the whole mechanism. Though Adzee is giving

credit facility to some clients, but there are some clients who are not pleased with the fact that

they have to give cheque so much in advance to Adzee. They want the vouchers to be

delivered at the time of issue of cheque and according to the user base, say 500; this freedom



should be given to some clients. The recent e.g. Of the similar case in Feisty who wants 1week credit and backs it with the reason that they have a strong user base.

It may not be possible for Adzee to give a week¶s credit but it can definitely work on the dealof allowing such clients to issue the cheque on delivery. Ignoring such demands may even

result in the loss of business in the near future. Therefore enough care should be taken in

dealing with such clients.

Direct delivery of vouchers to the different branches of our clients: As we are a service provider, we have to meet all the possible as far as Adzee is concerned. This will not only

simplify the task of the clients but will also give Adzee an advantage over Accor.

This can be done by charging some extra service charge from the clients so that Adzee may

also not lose. It is possible as some clients who have demanded such facility are ready to pay

the logistics incurred in the process.

Suggestions & Recommendations: Earlier in the report suggestions for some of the

burgeoning problems have already been mentioned. Moreover some important strategies are

discussed below which can be beneficial to the organization in the long term.

As it is quite evident from the past sales figures that Prato¶s principle is applicable to Adzee

business also. As 80% of the business comes from 20% of the major clients, we cannot ignore

the remaining 80% as we cannot sacrifice our market share. These 80% of our clients allow

us to capture wider range of market. The very important fact that is needed to be mentioned

here is that though its right that 20 users company doesn¶t adds considerably to the profit but

it surely gives a chance to get hold of the business that this organization can offer to Adzee in

the near future. This is plainly due to the fact that every organization starts with a merge work

force but grows with the time.

This is being particularly said in context of the IT/ITES companies which are growing with

54% of annual growth. Though it¶s right that we cannot spend much of our time and effortson other hand they can¶t be altogether ignored.

Next is the organizational growth, which is definitely a booster to the business Organizational

growth, can also be achieved different terms. To be more precise an average increase in the booklet value per user can also be a useful tactic in achieving the organizational growth. The

clients can agree to this if the point of growing inflation rate is put strongly before them.

Specifically the organization with an annual an annual income of Rs. 2 lacs is getting meal

vouchers worth Rs. 850 per month, the decision maker can be asked to review his decision.

An increase of Rs. 100 per booklet in a 200 user company can give Adzee an increased

business of Rs. 20000. There are many clients where this strategy can be a fruitful one.

Pune/Hinjewadi is a hub of IT/ITES companies and every month a few are added to the list.

A complete track of such companies should be kept by the branch. These companies should

be kept by the branch. These companies can be a target for both the forms of the vouchers as

they will set up their whole system and can be trapped when they are new. To be more

precise they can be approached and made aware of the potential tax saving tools; food and

gift vouchers. It is comparatively easier to make them incorporate. MV and GV as a part of salary structure at the initial stage rather than later one. Moreover these companies have a

huge potential as they grow at a rapid pace.The organization has not yet taken enough measures to promote awareness at the user¶s level.

As it was evident from the survey that the users are not fully aware of the probable benefits of vouchers. This can be done at the time of signing a contract by making a presentation in front

of the whole staff instead of restricting it to only the D.M.U., who further are not able toeducate the employees on the whole aspect. Enough and more gift schemes should be carried

out to increase the awareness level and hence the usage.



BIBLIOGRAPHY

SOURCE AUTHOR

MARKETING MANAGEMENT PHILIP KOTLER

SERVICE MARKETING PARASURAMAN

RESEARCH METHODOLOGY KOTHARI

www.adzee.com

www.ask.com

www.pagalguy.com

www.mbaproject.com

ANNEX E

Name of the company:

H.O Add:

Tel (1). (2)

BRANCHES No. of

Employees

No. of Users Approx. value of

vouchers

AHEMADABAD

BANGALORE

CHENNAI

DELHI

HYDERABAD

7 OLKATTA



MUMBAI

PUNE

Are all the employees receiving vouchers? (Y/ N)

If No, Why? ....................................................................................................................

Is it optional? (Y/ N) ««««««««

When is the option normally open?

Monthly ( ) Quarterly ( ) Half-Yearly ( ) Annually ( )

M.V Clients:

Is Rs 5000 part of the salary? (Y/ N)

If No, why? «««««««««««««««««««.

If Yes, How? «««««««««««««««««««..

Employeegifting

When(month)

Decisionmaker

Approx.value

Corporategifting

When(month)

Decisionmaker

Approx.value

Salary ( ) Channel

( )

Incentive/PLI( )

Consumer gifting( )

Reward

recognition ()

Corporate

gifting ( )

Festival ( ) Others ( )

specify

B¶Day/anniv

G.V Clients

Lunch way: canteen ( ) caterer ( ) own coupons ( )

Cash lunch allowance ( ) no lunch way ( )

Meal cost«««««.. Emp. Cost««««««« subsidy««««

Are you aware of adzee voucher benefit? (Y/ N)

Comments: «««««««««««««««««««««««.

SATISFACTION LEVEL:

y Association with adzee:

y Limitation / issues: .



.

Expectations: .

.

4.) Does the Adzee Pass affiliate network meet your expectations in terms of the following?(rating Scale) poor to excellent.

( 1 to 10)FOOD GIFT

Proximity of affiliates to user¶s location ( ) ( )

Quality of affiliates ( ) ( )

Geographical spread of affiliates ( ) ( )

Variety of affiliates ( ) ( )

Commments««««««««««««««««««««««««««««.

5.) How would you rate Adzee in terms of following: (Rating Scale) poor to excellent?( 1 to 10)

FOOD GIFT

Order processing & delivery of vouchers ( ) ( )

Presentation of voucher booklets ( ) ( )

Client relationship ( ) ( )

Value for money ( ) ( )

Brand awareness ( ) ( )

Overall services ( ) ( )

Comments:

Suggestions to further enhance the existing services:

««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««««

««««««««««««««««««««««««««««««««««..............

Would you endorse our service competency? (Y/ N)Can we refer you to our prospects? (Y/ N)

Will you recommend us to other companies? (Y/ N)

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Marketing Summer Project