This document outlines an examination for a Customer Relationship Management course. It contains 8 questions, with the first 7 questions having two parts each worth 6 marks. Question 8 is a case study worth 12 marks. The case study discusses Dabur launching its Real fruit juices in various cities across India with three variants. It provides pricing details and market context regarding fruit drinks, nectars, and juices. Students are asked to discuss customer retention strategies that could be used to develop the market for Dabur Real based on it being a health-positioned brand.
This document outlines an examination for a Customer Relationship Management course. It contains 8 questions, with the first 7 questions having two parts each worth 6 marks. Question 8 is a case study worth 12 marks. The case study discusses Dabur launching its Real fruit juices in various cities across India with three variants. It provides pricing details and market context regarding fruit drinks, nectars, and juices. Students are asked to discuss customer retention strategies that could be used to develop the market for Dabur Real based on it being a health-positioned brand.
This document outlines an examination for a Customer Relationship Management course. It contains 8 questions, with the first 7 questions having two parts each worth 6 marks. Question 8 is a case study worth 12 marks. The case study discusses Dabur launching its Real fruit juices in various cities across India with three variants. It provides pricing details and market context regarding fruit drinks, nectars, and juices. Students are asked to discuss customer retention strategies that could be used to develop the market for Dabur Real based on it being a health-positioned brand.
This document outlines an examination for a Customer Relationship Management course. It contains 8 questions, with the first 7 questions having two parts each worth 6 marks. Question 8 is a case study worth 12 marks. The case study discusses Dabur launching its Real fruit juices in various cities across India with three variants. It provides pricing details and market context regarding fruit drinks, nectars, and juices. Students are asked to discuss customer retention strategies that could be used to develop the market for Dabur Real based on it being a health-positioned brand.
MBA III Semester Regular/Supplementary Examinations, Nov/Dec-2019
CUSTOMER RELATIONSHIP MANAGEMENT
Time: 3 Hours Max. Marks: 60
Answer Any FIVE Questions All Questions Carry Equal Marks Question No. 8 is Compulsory
1. a Define CRM? Explain in brief the elements of CRM. 6M
b Discuss in brief the advantages of CRM. 6M
2. a Explain in detail the nature and contents of CRM Strategy. 6M
b Discuss about the dynamics of Relationships. 6M
3. a What is Customer Knowledge? Explain the value of Customer Knowledge. 6M
b Explain how channels influence on pricing and the formation of relations? 6M
4. a Write about the concept of Customer Loyalty? 6M
b Explain briefly the effect of Marketing activities in developing CRM. 6M
5. a Write about the call center management and its role in CRM. 6M b What are the best CRM implementation strategies? Discuss. 6M
6. a Explain the steps involved in developing a CRM strategy. 6M
b How do you handle disappointed customers? Explain with relevant examples. 6M
7. a Explain the role of social media in CRM? 6M
b Discuss about the best CRM implementation strategies? 6M
8. CASE STUDY 12 M Dabur launched real-fruit juices in around 47 towns and cities across the Nation. It introduced three variants- Orange, Mango and Pineapple in elopack (special pack imported from Norway). The shelf life in this kind of packaging is around six months and the fruit juices have no preservatives. The prices ranged from Rs. 90/- to Rs. 100/- for a 500ml carton depending on the variant. A glass of juice costs around Rs.50/-. the fruit juice market is made of three categories- fruit drink (Frooti, Jumpin, etc) which has around 15-20% fruit content; nectar which has about 40-60% fruit content and the juice category which has around 80-100% fruit content(Real). All these sub-categories in the juice market compete with aerated soft-drinks. These fruit-based brands are attempting to create a market. Frooti came out with the larger “Yo-Yo” version for teenagers. Question: 1. Dabur is a brand which is positioned on health aspects. Given this situation, what concepts of customer retention strategies will you use for developing the market for a brand like Real? *****
