Role of Communication in Loyalty Programs

Mentored By;

Capt. Uday K. Shriwas

Company Profile

• J.K. Cement Ltd is an affiliate of the multi-disciplinary industrial conglomerate and which was founded by Lala Kamlapat Singhania.

• Company’s operations commenced with commercial production at their first grey cement plant at Nimbahera in the state of Rajasthan in May 1975. Subsequently the Company also set up 2 more units in Rajasthan at Mangrol and Gotan.

• The Company is the second largest manufacturer of white cement in India, with an annual capacity of 600,000 tonnes in India. We are also the second largest producer of Wall putty in the country with an annual installed capacity of 700,000 tonnes

Himani shukla

WEEKLY REPORT

Week 1 Week 2 Week 3 Week 4

Got introduced with the new environment and was briefed about company’s loyalty Program.

Was given the task to

get information

regarding various

loyalty programs

through phone calls,

by googling some

companies which

serve loyalty programs

and interacting to

them via phone calls.

Went to different cement dealers as an

“Extempore visit” in the Kondali area of Noida.

Prepared a Modus

Operandi describing how am I going to go about with the process of understanding a dealer. Decided communication will be the core highlight in the process of engaging customers.

Himani shukla

Week 5 Week 6 Week 7 Week 8

Prepared three sample pen pictures of a dealer with the help of MS office. Learned various tricks on MS Office.

Did some over the phone conversation the Company’s exclusive dealers and engaged them in conversations.

Did some more Phone calls.

Did few more phone calls, finally compiled all the data in google and retrieved the result. Shared the conclusion and my suggestion to the Jury. Learned to work on google forms.

Himani shukla

Learning From The Project

• Learned about various departments functioning in the organisation.

• Learned about the experiences of the dealers with the company. Also learned about their expectations from any loyalty program

• I was given a task to design templates of the dealers. Since I was not familiar with other picture editing software like Photoshop, so I was told to make the use of whatever was available. So I successfully designed them using MS Word

• In the process of making telephonic phonecalls, I learned to handle various type if personalities and to be calm and polite throughout the conversation. I also learned to respect their views.

• Learned to work on Google Forms.

Himani shukla

Role Of Communication In Loyalty Program

Himani shukla

OBJECTIVE OF THE PROJECT

• The objective of the project was to work on the communication attribute of the loyalty program.

• The Target was the cement dealers across north India, via telephonic calls and make them fill questionnaires.

• A loyalty program consists of various features like reward points, relationship with the dealer etc.

Himani shukla

Methodology

• The Project was initiated through Questionnaires and telephonic interviews.

• Initially, I designed a questionnaire in google forms which targeted various interests and hobbies.

• I phone called exclusive dealers and filled their responses myself.

• After that, ii compiled the result and presented them as form of pie chart and shared the findings and suggestions to the company.

Himani shukla

Analysis

• Many dealers were unsatisfied with the company’s loyalty program. They said that there was less communication with the company.

• Lack of transparency.

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• Company should focus more on awareness rather than merely following the traditional ‘selling concept’

• The company should treat all the tiers alike. It is unfair to only woo premium dealers (platinum tier)

• The company should really work on brand promotion and should look forward to expand itself.

THANK YOU

Himani shukla