Project Report
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PROJECT REPORT On “UNDERSTANDING THE MARKETING STRATEGIES AND CUSTOMER SATISFACTION TOWARDS VRL LOGISTICS LIMITED”. BY MAYURA S M 1NZ17MBA41 Submitted to DEPARTMENT OF MANAGEMENT STUDIES NEW HORIZON COLLEGE OF ENGINEERING, OUTER RING ROAD, MARATHALLI, BANGALORE In partial fulfillment of the requirements for the award of the degree of MASTER OF BUSINESS ADMINISTRATION Under the guidance of Dr. SMITHA HARWANI Asst. Professor, MBA dept. 2018-19 CERTIFICATE This is to certify that MAYURA S M bearing USN 1NZ17MBA41, is a bonafide student of Master of Business Administration course of the Institute 2017-19, autonomous program, affiliated to Visvesvaraya Technological University, Belgaum. Seminar report on “UNDERSTANDING THE MARKETING STRATEGIES AND CUSTOMER SATISFACTION TOWARDS VRL LOGISTICS LIMITED” is prepared by him under the guidance of Prof.SmithaHarwani, in partial fulfillment of requirements for the award of the degree of Master of Business Administration of Visvesvaraya Technological University, Belgaum Karnataka. Signature ofInternalGuide SignatureofHOD Signature ofPrincipal DECLARATION I, MAYURA S M Student of New Horizon College of Engineering, Bangalore; hereby declare that the project work entitled " UNDERSTANDING THE MARKETING STRATEGIES AND CUSTOMER SATISFACTION TOWARDS VRL LOGISTICS LIMITED " Prepared by me under the Guidance of Professor SmithaHarwani. This Internship Report is submitted in the partial fulfilment of requirement for the award of the degree of Master of Business Administration by Visvesvaraya Technological University, Belgaum. This report neither full nor part has ever been submitted for award of any other degree of this University or any other University. Signature of student Place: Date: EXECUTIVE SUMMARY VRL is in Goods Transportation and distribution business which is carried across 17 states and 7 union territories covering 649 cities throughout India they cover the states of Karnataka, Andhra Pradesh, Kerala, Maharashtra and Goa etc. they have become world class customer and thus expect world service. Hence it is customer service which is going on to give the competitive edge to any industry in the future. This report is based on study conducted on the topic “customer satisfaction level with regards to price and service of VRL courier in Gadag” so I am thankful to the institution for giving us an opportunity to undergo project work as our in-plant training program in the field of management. This fruitful venture was accomplished by undertaking the study on courier service which is well known for its quality and in time service. The pioneer is known as VRL Courier Service, A DIVISION OF LOGISTICS LTD. As the customers are treated as king of today’s business world it’s mandatory to see our kings are satisfied. Hence the study is carried on customer satisfaction. So whatever service is provided to the customer, his satisfaction is a must otherwise within no time the company will lose his customer. So the study explore the needs and requirements of the customer so by the study that too by the survey can get the clear picture about the satisfaction of customers towards the VRL LOGISTICS LTD courier service and one can know what are the additional things to be added so that customers will be delighted. The target is the people who are the customers of VRL LOGISTICS with a sample size of 40 respondents. The tables and charts were used to translate respondents into meaningful information to get the most out that collection. ACKNOWLEDGEMENT I would like to acknowledge and express my deepest gratitude to those without whose support this work would have beenimpossible. I express my gratitude to Dr. Sheelan Mishra, Professor and Head, Dept. of MBA, NHCE, Bengaluru for her valuable suggestions and encouragement throughout the project work. I would like to thank my internal guide Mr. SmithaHarwani, Professor, Dept. of MBA, NHCE, Bengaluru, for providing me an opportunity to work under her guidance and continued encouragement during the entire project work. I express my deepest gratitude to Mr. Anandappa Sir, Asst. General Manager, Shimoga, Mr.Vijayand, operation General Manger, Dabasphet, Bengaluru Rural, Mrs.Pushpa mam, Office Manager, Mr. Suhas Sir, Marketing Manager and Mr. Vishwaradya, Marketing Executive & External Guide in VRL Logistics Ltd, Bengaluru and for providing me an opportunity to carry out my project work in the prestigious organization. I would like to thank teaching and non-teaching staff members of Dept.MBA, NHCE, Bengaluru, for theirsupport. NAME:MAYURA SM USN:1NZ17MBA41 INDEX CHAPTER PAGE CHAPTER NO NO 1 INTRODUCTION 01-22 2 LITERATURE REVIEW 23-26 3 RESEARCH METHODOLOGY 27-29 4 DATA ANALYSIS AND INTERFACES 30-56 SUMMARY OF FINDINGS, SUGGESTIONS AND 5 47-50 CONCLUSION LEARNING EXPERIENCE AND BIBLOGRAPHY 51-52 ANNEXURE 53-56 LIST OF TABLES 1. Age 4.1.1 2. Occupation 4.1.2 3. Awareness of VRL 4.1.3 4. Use of VRL logistics 4.1.4 5. Rating of VRL company 4.1.5 6. Reasonability of VRL 4.1.6 7. Mistakes of VRL 4.1.7 8. Frequency of mistakes 4.1.8 9. Complaint rectification 4.1.9 10. Behaviour of VRL staffs 4.1.10 11. Handling of customer complaints 4.1.11 12. Satisfaction level of the company 4.1.12 13. Reason behind the use of VRL 4.1.13 14. Rating of VRL in terms of price 4.1.14 LIST OF CHARTS 1. Age 4.2.1 2. Occupation 4.2.2 3. Awareness of VRL 4.2.3 4. Use of VRL logistics 4.2.4 5. Rating of VRL company 4.2.5 6. Reasonability of VRL 4.2.6 7. Mistakes of VRL 4.2.7 8. Frequency of mistakes 4.2.8 9. Complaint rectification 4.2.9 10. Behavior of VRL staffs 4.2.10 11. Handling of customer complaints 4.2.11 12. Satisfaction level of the company 4.2.12 13. Reason behind the use of VRL 4.2.13 14. Rating of VRL in terms of price 4.2.14 CHAPTER-1 INTRODUCTION 1 A. INTRODUCTION ABOUT THE INTERNSHIP: An internship is a period of work experience offered by an organization for a limited period of time. Once confined to medical graduates, the term is now used for a wide range of placements with business, non-profit organizations and government agencies. They are typically undertaken by students and graduates looking to gain relevant skills and experience in a particular field. Employers benefit forms these placements because they often recruit known capabilities, thus saving time and money in the long run. Internships are usually arranged by third party organizations which recruit interns on behalf of industry groups. Rules vary from country to country about when interns should be regarded as employees. The system can be open to exploitation by unscrupulous employers. Internships for professional careers are similar in some ways, but not as rigorous as apprenticeships for professions, trade, and vocational jobs. The lack of standardization and oversight leaves the term “internship” open to broad interpretation. Interns may be college and university students, or post graduate adults. These positions may be paid or unpaid and are temporary. Typically an internship consists of an exchange of services for experience between the intern and the organization. Internships are used to determine if the intern still has an interest in that field after the real life experience. In addition, an internship can be used to create a professional network that can assist with letters of recommendation or lead to future employment opportunities. The benefit of bringing an intern into full-time employment is that they are already familiar with the company, their position, and they typically need little to no training. Internships provide current college students the ability to participate in a field of their choice to receive hands on learning about a particular future career, preparing them for full-time work following graduation. 2 LOGISTICS: - Logistics is generally the detailed organization and implementation of a complex operation. In a general business sense, logistics is the management of the flow of things between the point of origin and the point of consumption in order to meet requirements of customers or corporations. Logistics is the “process of planning, implementing, and controlling the efficient, effective flow and storage of goods, services, and related information from point of origin to point of consumption for the purpose of conforming to customer requirements.” Today the complexity of production logistics can be modeled, analyzed, visualized and optimized by plant simulation software. Logistics is a widespread idea prevails that logistics is the „movement of goods‟ that is narrow concept. Logistics is much more and much wider than mere physical handling of goods. Logistics involves several other functions such as purchasing, plant location, plant layout, etc., and even the disposal of wastes. It covers astonishingly varied professional disciplines. They are: • Facility location • Forecasting and order management • Planning • Transportation: the mode and the route • Inventory management: all inventories • Warehousing • Protective packaging • Information: maintenance and flow ORIGINS AND DEFINITION:- The term "logistics" originates from the ancient Greek "logos"—"ratio, word, calculation, reason, speech, oration “Logistics is considered to have originated in the military's need to supply themselves with arms, ammunition and rations as they moved from their base to a forward position. In ancient Greek, Roman and Byzantine empires, there were military officers with the title „Logistics‟‟ who were responsible for financial and supply distribution matters. 3 LOGISTICS MANAGEMENT:- Logistics management is that part of the supply chain which plans, Implements and controls the efficient, effective forward and reverse flow and storage of goods, services and related information between the point of origin and the point of consumption in order to meet customer & legal requirements. A professional working in the field of logistics management is called a logistician. A logistician is a professional logistics practitioner.