Tag: FMCG

Recent Articles-AJMR

Investigating Customer Relationship Management and service quality in Malaysian higher education
Author(s)- Wiwied Virgiyanti, Abu Hassan Abu Bakar, Muhammad Asim Tufail

ABSTRACT

In today’s highly-competitive and cut-throat service industries, managing the balance between costs of delivery, level of service and customer satisfaction can mean the difference between business growth, and dwindling customers and market share.  Customer retention has become vital, as even a small reduction in customer defection can have a disproportionately positive effect on profitability. Excellent customer relationships are the major key of organizational triumph. Today world has moved toward recognizing the positive relationships with customers as it is vital for the long-term success. Higher Education Institutions are even no exception as these organizations face greater challenge to sustain good relationship with customers and ensure that quality services are provided as well. Thus, this research investigates Customer Relationship Management (CRM) system at Student Admission section in Malaysian higher education institution and to study the customers’ satisfaction to the service given by the university. To achieve the objectives, survey was conducted to analyze the implementation of CRM and quality of the service provided. This study comes up with the analysis of the data collected from the questionnaire distributed to the respondents. The analysis pictures the condition of the CRM implementation in the organisation and the quality of the service provided by the university, from the students’ point of view.

Read full text

Advertisements

Recent Articles-AJMR

Study of the key market segmentation and targeting strategies followed by the leading FMCG companies in India
Author(s)- Amandeep Singh, Anil Chandhok

ABSTRACT

One of the fundamental principles of marketing is the concept of market segmentation and targeting. So much so that it sometimes referred to as one of the potentially most creative areas of marketing. All knows that no one company can satisfy the needs of all of these potential customers, then how to segment the market and target the market is really a big question to all the marketers. Whether to target all the segments or one particular segment, then what will be the targeting strategy for each segment. The company has choice to choose from various concentrated strategies or a single undifferentiated market targeting strategy. This research paper is to give an outline of the various market segmentation and targeting strategies followed by the leading FMCG companies i.e. Hindustan Uniliver Limited (HUL) and ITC in India in the personal care products. It also tends to outline the various products that are being offered to each segment of the market. How they target the various segments of the market, what are their key strategies to target the customers in a segment, do the follow same target strategies for all the segments.

Read full text