A Marketing Project carried out to study the Customer Acquisition and Retention steps taken at FabIndia. This is an academic work. Authors request use...
?> Cqsvkeax Ckmmacv Imivibvias —B fadig`vaf Cqsvkeax is kqx Hasv Hxbmf Behbssbfkx― Obhimfib fkas mkv okddkw bmy cqsvkeax bcrqisivikm svxbvagy- Iv ebimdy okcqsas km cqsvkeax xavamvikmObhimfib cxabvas ivs ebxjav v`xkqg` ivs apisvimg apisvimg cqsvkeaxs w`ic` is rqiva aifamv oxke v`a v`a obcv v`bv bhkqv 01! ko ivs cqsvkeaxs bxa xa|abv cqsvkeaxscqsvkeaxs- V`a Qmirqa Saddimg \xk|ksivikm ko Obhimfib Obhimfib is v`a rqbdivy ko v`a obhxic bmf v`a vxbfivikmbd svyda$ w`ic` is bdwbys im kgqa- V`ay `ba fasigmaf v`a svkxas’ fackx bmf behibmca jaa|img v`is im eimf- V`ay ckmsvbmvdy vxy vk ie|xka q|km v`a rqbdivy ko v`a |xkfqcvs im kxfax vk xavbim v`aix cqsvkeaxs- (B||amfip 2<-3) V`a cke|bmy cke|bmy ckmcamvxbvas ckmcamvxbvas km cqsvkeax cqsvkeax oaafhbcj hy ebimvbimi ebimvbimimg mg b isivkxs’ xagisvax xagisvax vk xackxf cqsvkeax iaws- V`a svkxa ebmbgaxs |xa|bxa b xa|kxv$ w`ic` is |axikficbddy xaiawaf hy v`a \xkfqcv Sadacvikm Ckeeivvaa bv Obhimfib im kxfax vk jmkw bhkqv v`a hqyimg hqyimg |bvvaxm bekmg ckmsqeaxsckmsqeaxsXacamvdy$ CXE skovwbxa `bs haam ie|daeamvaf im skea ko v`a svkxas w`ic` widd `ad| im ebimvbimimg b camvxbdi~af camvxbdi~af fbvbhbsafbvbhbsa- V`is widd `ad| Obhimfi Obhimfibb im xavbimimg xavbimimg cqsvkeaxs cqsvkeaxs hy hqidfimg hqidfimg dbsvimg dbsvimg xadbvikms`i|s bmf ie|xkimg dkybdvy- V`a ie|daeamvbvikm$ `kwaax$ is svidd im ivs mbscamv svbga$ hqv is skkm ap|acvaf vk ha s|xabf bcxkss bdd v`a svkxas im v`a ckqmvxyObhimfib bdsk `bs v`a Eysvaxy Eysvaxy S`k||ax \xkgxbe im kxfax vk gbqga v`a cqsvkeax sbvisobcvikm daadEysvaxy s`k||axs |ksimg bs mkxebd mkxebd cqsvkeaxs |axokxe s|acioic vbsjs sqc` bs |qxc`bsimg b |xkfqcv$ bsjimg rqasvikms$ xagisvaximg cke|dbimvs kx ha`bimg im b caxvbim wby bmf v`am |xkifa favbidaf xa|kxvs kx oaafhbcj km v`aix ap|axiamcas vk v`a ebmbgaeamv- Iv saxas bs bm aooacvia vkkd vk ie|xka v`a cqsvkeax ap|axiamca-
Cqsvkeax Bcrqisivikm bmf Xavamvikm
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7> SWKV Bmbdysis
S @ V G M A X V S
Fiooaxamvibhda |xkfqcvs
Hxbmf xackgmivikm bmf dkybdvy
Fiaxsa |xkfqcv eip
Dieivaf c`bmmads ko hqsimass
\bxvmaximg wiv` sq||diaxs
Skqxcimg
Im%`kqsa ebmqobcvqximg
\xica Vxamfs Savvax
Fiooaxamv cbvagkxias ko svkxas
Cqsvkeax Dkybdvy
Sqhsvivqva
Vxamfs S V B A X @ V
|xkekvikms
svxbvagy
sjawaf
Imckmsisvamv
rqbdivy
W A B J M A S S A S
ko
|xkfqcvs
Mkv im vkqc` wiv` Obs`ikm
s|acioic
vkwbxfs sq||diaxs
cke|avivkxs
Mk
svxbvagy
|xkfqcimg
Imckmsisvamv saxica im svkxas
Im svkxa eaxc`bmfisimg / mbigbvikm
\xkekvimg a%hqsimass c`bmmad
Kxgbmic okkfs ebxjav
Cqsvkeax
bcrqisivikm
K \ \ K X V Q M I V I A S
svxbvagias
7-2> Svxamgv`s V`a |xkfqcv eip bbidbhda bv Obhimfib cbm ha absidy fiooaxamvibvaf fiooaxamvibvaf hy v`a cqsvkeax- V`a qmirqamass qmirqamass ko v`a obhxic kx svydimg `bs cxabvaf b maw cbvagkxy bs ifamvioiaf hy v`a cqsvkeax bs av`mic wabx- V`is dabfs vk b axy axy `ig` hxbmf hxbmf xackgmivikm xackgmivikm bmf bmf ckmmacvs ckmmacvs wiv` v`a cqsvkeax cqsvkeax bdqa- Iv Iv `bs bm amibhda amibhda |xasamca im fiaxsa |xkfqcv dimas bs gbxeamvs$ oqxmivqxa$ oqxmis`img bmf q|`kdsvaxy$ hkfy cbxa$ kxgbmic okkfs bmf v`a axy xacamvdy imvxkfqcaf nawaddaxy dima- Fqa vk ivs bxiavy ko svkxas$ iv cbm xabc` vk fiooaxamv cbvagkxias ko cqsvkeaxs-
Cqsvkeax Bcrqisivikm bmf Xavamvikm
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7-8> Wabjmass V`is bhsamca ko |xkekvikms svxbvagy is hadiaaf vk ha x asqdvimg im sbdas hadkw ivs |kvamvibd daads- V`a skqxcimg svxbvagy okddkwaf okx bcca|vimg xbw ebvaxibds is `abidy sq||diax camvxic- Im v`a |bsv v`axa `ba haam imcifamcas w`am fqa vk fadby im samfimg sq||dias okx wimvax gbxeamvs ebmqobcvqxa$ imamvkxy wbs cbxxiaf kax vk v`a mapv yabx bmf sq||diaxs waxa mkv ebfa vk s`bxa v`a fbebga- Iv k|axbvas v`xkqg` ivs kwm svkxas bmf v`bv vkk oaf hy b camvxbdi~af `qh ekfad ko sq||dy c`bim ebmbgaeamv-
7-3> K||kxvqmivias Eaxc`bmfisimg wiv`im wiv`im svkxas is svidd im b xqfieamvbxy svbga- V`a s`k||ax s`k||ax mbigbvikm cbm ha gxabvdy am`bmcaf hy okcqsimg km v`a svkxa dbykqv bmf b||xk|xibva eaxc`bmfisimg vac`mirqas w`ic` sqccimcvdy cxabva imfiifqbd |xkfqcv bxabs- V`axa is gxabv k||kxvqmivy vk gxkw bdkmg wiv` v`a obsv gxkwimg kxgbmic okkfs fa|bxveamvfa|bxveamv- Kqv ko v`a vkvbd cqsvkeax cqsvkeax hbsa okx Obhimfib$ b `ig` `ig` |axcamvbga cke|xisas xa|abv cqsvkeaxs cqsvkeaxs-- V`is dabfs vk bm imoaxamca v`bv Obhimfib Obhimfib cbm okcqs km cqsvkeax cqsvkeax bcrqisivikm bcrqisivikm svxbvagias-
7-6> V`xabvs Bdxabfy Bdxabfy ebmy oixes `ba vxiaf vk xacxabva xacxabva v`a ekfad ko ObhimfibObhimfib- @amca$ -Obhimfi -Obhimfibb maafs vk immkbva immkbva bmf fiaxsioy imvk fiooaxamv |xkfqcv cbvagkxias- Iv s`kqdf ha miehda bmf xas|kmsia vk c`bmgimg vbsvas ko ivs cqsvkeaxs- Bdsk bs iv is sq||diaxs bxa eksvdy bxvisbms bmf ebmqobcvqximg is dbhkqx fxiam$ ckmvxkddimg cksvs cbm ha b c`bddamga- Bdsk iv maafs vk amsqxa v`bv v`a cqsvkeax saxica |xkifaf bmf v`a rqbdivy ko |xkfqcvs is ckmsisvamvc kmsisvamv-
0> Oqvqxa \dbms V`a oqvqxa |dbms ko Obhimfib imcdqfa daaxbgimg v`a Kxgbmic \xkfqcvs sacvikm$ simca iv is svidd im b mbscamv svbga im Imfib- Iv |dbms vk ap|bmf mbvikmbddy$ bs wadd bs imvaxmbvikmbddy- Iv is bdsk vxyimg vk xafqca v`a mqehax ko faoacvs im v`a |xkfqcvs vk b eimiebd w`ic` imcdqfa hdaafimg ko ckdkqxs$ s`ximjbga avc-
Cqsvkeax Bcrqisivikm bmf Xavamvikm
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9> Xackeeamfbvikms Simca v`a mqehax ko svkxas `bs ekxa ekxa v`bm fkqhdaf im v`a dbsv okqx yabxs$ iv maafs vk ckmskdifbva ivs |ksivikm bmf ebja sqxa v`bv v`a sq||dy sq||dy c`bim |xkhdaes bxa kaxckea- Bdsk$ bs v`a sqxay bmf v`a imvaxiaw `ba |kimvaf kqv$ v`a isqbd eaxc`bmfisimg ko v`a svkxas maafs vk ha ie|xkaf fxbebvicbddy- Im kxfax vk imcxabsa bwbxamass bhkqv v`a dkcbvikm ko v`a svkxas$ iv maafs vk ebxjav ivsado ekxa bggxassiady- Iv bdsk maafs vk faadk| v`a kmdima svkxa bmf imcxabsa bwbxamass bhkqv iv-
bhkqv; B> _axy oaw- Bdeksv bdd v`a cqsvkeaxs bxa xa|abv cqsvkeaxsR> V`axa is bm issqa ko sq||dy c`bim wiv` kxgbmic |xkfqcvs- V`a |xkfqcvs bxa mkv bdwbys bbidbhda- Sk `kw fk
ykq fabd wiv` cqsvkeaxs im v`bv cbsa; B> Wa bxa v`a higgasv saddax ko kxgbmic |xkfqcvs im Imfib- Bmf bs v`a ebxjav ko kxgbmic |xkfqcvs is bv b axy
mbscamv svbga$ |ak|da qmfaxsvbmf io v`axa is mkm bbidbhidivy bv skea |kimv ko vieaR> Bs ykq `ba sbif sbif v`bv eksv ko v`a cqsvkeaxs cqsvkeaxs ko Obhimfib Obhimfib bxa dkybd cqsvkeaxs cqsvkeaxs$$ sk w`bv fkas Obhimfib Obhimfib fk vk
bcrqixa maw cqsvkeaxs; B> _ixvqbddy wa fk mkv`img- Obhimfib Obhimfib cxabvas ivs ivs ebxjav v`xkqg` v`aix apisvimg cqsvkeaxs cqsvkeaxs kmdy- Wa `ba 99
svkxas bdd kax Imfib- Xacamvdy wa `ba k|amaf b svkxa im H`k|bd bdsk- Imivibddy v`axa wbs mkv eqc` ebxjav hqv kax b |axikf ko viea aaxy svkxa odkqxis`asR> Jaa|img v`is v`img im eimf$ w`bv jimf ko gxkwv` oigqxas fk ykq `ba im eimf okx Obhimfib$ hacbqsa ykq
fkm’v bfaxvisa bs sqc`$ sk cqsvkeaxs ckeimg im eig`v ha dass cke|bxaf vk v`a scambxik w`axa bfaxvisimg is bdsk fkma; B> Ivs gxkwimg bv b obixdy obsv xbva bs aifamv oxke v`a mqehax ko svkxas w`ic` bxa k|amimg aaxy yabx- Bmf I
fkm’v v`imj bfaxvisimg widd booacv eqc` ko kqx cqsvkeax hbsa hacbqsa bdeksv 01! ko v`a cqsvkeaxs bxa dkybd cqsvkeaxs- Skeavieas Skeavieas |ak|da |ak|da bxa sk eqc` imcdimaf vkwbxfs vkwbxfs qmirqamass ko Obhimfib v`bv v`ay fkm’v hadiaa hadiaa im vaddimg kv`axs kv`axs v`bv v`ay bxa bxa wabximg b Obhimfib Obhimfib gbxeamv- Adsa Adsa wkxf ko ekqv` is v`a ebim obcvkx obcvkx ko sqccass ko ObhimfibR> Cbm ykq vadd qs skeav`img bhkqv v`a eysvaxy s`k||ax |xkgxbe im Obhimfib; B> Im eysvaxy s`k||ax |xkgxbe$ b |axskm `ixaf hy ebmbgaeamv gkas vk aaxy svkxa bmf s`k|s v`axa bmf v`am
gia b oaafhbcj bcckxfimg vk v`a cqsvkeax |axs|acvia- V`a svkxa |ak|da maax ckea vk jmkw kx okx v`bv ebvvax sqs|acv bmykma w`av`ax `a is b eysvaxy s`k||ax kx mkv- V`axa bxa bdeksv 8<< cqsvkeaxs ckeimg aaxyfby vk Obhimfib sk bmywbys ykq cbm’v nqfga- Bs obx bs xa|kxv is ckmcaxmaf$ ckmcaxmaf$ v`a oaafhbcj is giam vk aaxy imfiifqbd s`k| bmf v`bv is b axy favbidaf oaafhbcj- Iv ckmsisvs ko eimqva favbids dija sigmbgas kqvsifa$ xasvxkkes$ ha`bikx ko svboo$ avc- Sk iv saxas bs b vkkd vk |xkifa havvax cqsvkeax sbvisobcvikm-
Cqsvkeax Bcrqisivikm bmf Xavamvikm
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R> Bs v`a mqehax ko cqsvkeaxs isivimg Obhimfib Obhimfib is |xavvy dbxga$ v`axa eqsv ha skea cqsvkeax cke|dbimvs cke|dbimvs bdsk-
W`bv bxa v`ksa bmf `kw fk ykq `bmfda v`ae; B> Ebim cke|dbimv is is xagbxfimg v`a obqdvy |xkfqcv- Skeavieas Skeavieas Obhimfib Obhimfib |xkfqcv ckdkx obfas koo- Hqv im v`a ebpieqe cbsas wa xa|dbca v`a |xkfqcv- Bs obx bs kxgbmic |xkfqcvs bxa ckmcaxmaf$ v`axa is b dass sck|a ko obqdv hacbqsa v`ay bdd bxa ja|v km s`ado bovax vbjimg cbxa ko ivs ap|ixy fbva avc-R> W`bv is v`a cke|avivia svxbvagy ko Obhimfib; B> I fkm’v v`imj v`axa v`axa is bmy v`xabv v`xabv vk Obhimfib Obhimfib w`am cke|avivikm cke|avivikm is is ckmcaxmaf- V`a cke|bmias cke|bmias dija Bmkj`i$ Bmkj`i$
J`bfi H`bmfbx$ W$ avc bxa mkv v`bv hig hig im sq||dy bmf fisvxihqvikm mavwkxj bs Obhimfib Obhimfib is$ sk I fkm’v v`imj wa obca b sigmioicbmv cke|avivikmR> Fkm’v ykq v`imj v`bv mkv `bimg b cke|avivia svxbvagy is b dkk|`kda im b wby- Sq||ksa b hig cke|bmy
amvaxs v`a ebxjav wiv` b hq~~$ v`am iv eig`v abv q|km skea s`bxa ko Obhimfib; B> I fkm’v v`imj sk- W`ida dkkjimg bv Obhimfib$ fkm’v dkkj iv nqsv bs b svkxa- Saa v`a fa|v` im v`a mavwkxj- V`a
sq||diax w`k is |xkifimg sbxi sbxi vk Obhimfib is fkimg iv oxke |bsv 8< yabxs- @a dkkjs q|km qs bs v`a |ak|da w`k w`k `ba vxbmsokxeaf `is dioa- I `ba haam vk b iddbga im Qvvbx \xbfas` bmf vxqsv ea v`axa bxa dkv ko iddbgas w`ic` bxa amvixady ebfa q| ko |ak|da sq||dyimg vk Obhimfib- Wa bxa axy obix |ak|da$ bmf cdabx im kqx eissikm bmf isikm$ sk v`axa wkm’v ha bmy |xkhdae bxisimg im q|ckeimg yabxs bdskR> Ykq `ba 3 jimfs ko svkxas$ `kw fk ykq fiooaxamvibva w`ic` |dbca w`ic` svkxa widd sqiv v`a hasv; B> Iv fa|amfs q|km eksvdy km v`a faekgxb|`ics ko v`a |dbca- Dija io ivs Fa`xbfqm$ wa widd k|am b ckmca|v
svkxa- Skeavieas b ckmca|v svkxa is vxbmsokxeaf im b oqdd odafgaf svkxa fa|amfimg q|km ivs sbdas- Sk iv bdd fa|amfs km w`axa / bv w`bv scbda wa bxa k|amimg b svkxaR> Bs ebnkxivy ebnkxivy ko v`a xaamqas ko Obhimfib ckeas oxke gbxeamv gbxeamv hqsimass$ w`bv is v`a |ksivikmimg |ksivikmimg ko kv`ax
bamqas dija oqxmivqxa oqxmivqxa im Obhimfib ebxjavimg; ebxjavimg; B> Oqxmivqxa ebxjav ebxjav ko Obhimfib is bdsk fkimg axy wadd- Bcvqbddy Bcvqbddy v`a faebmf is `ig` bmf wa bxa mkv bhda vk
cbvax vk bdd ko v`bv- V`is is hacbqsa ko v`a xabskm v`bv v`a oqxmis`img is qmirqa bmf iv bdsk ckeas qmfax `bmfcxbovaf |xkfqcvs- Rqbdivy c`acjs bxa |axikfic bmf iv `ad|s qs vk |xkifa rqbdivy |xkfqcvs vk v`a ebxjav w`axa v`a faebmf is `ig`R> W`bv bxa v`a fiooaxamv ebxjavimg c`bmmads qsaf hy Obhimfib;
Cqsvkeax Bcrqisivikm bmf Xavamvikm
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B> Wa fk ekhida ebxjavimg$ i-a-$ imaxvisimg bmf bdsk bfaxvkxibds$ i-a-$ w`amaax b maw svkxa kx b maw xbmga
ko |xkfqcvs is dbqmc`af$ wa |qv b maws im v`a maws|b|ax$ sk v`bv cqsvkeax ckeas vk jmkw- Wa fkm’v hadiaa im ckmamvikmbd bfaxvisimg- Iv’s v`a wkxf ko ekqv` v`bv `ad|sR> Fk ykq `ba bmy cqsvkeax dkybdvy |xkgxbe; B> Mk$ wa fkm’v `ba- Bcvqbddy wa v`imj v`bv im v`asa |xkgxbes$ iv’s v`a cqsvkeax w`k qdviebvady |bys okx
v`bv- Wa xbv`ax jaa| kqx |xicas oipaf bmf wkxj km b obix ebxgimR> V`a |axca|vikm im v`a eimf ko b ckmsqeax ckmsqeax is v`bv Obhimfib is okx q||ax eiffda cdbss cdbss bmf `ig` cdbss |ak|da|ak|da-
Sk w`bv fkas Obhimfib Obhimfib fkimg vk hxabj v`a ica; ica; B> Yas$ I v`imj v`bv is b hbxxiax bmf wa bxa bxa wkxjimg km v`is oxkmv- I gqass v`a QS\ ko Obhimfib is v`a rqbdivy ko
v`a obhxic$ bmf v`a svyda$ w`ic` widd maax gk kqv ko obs`ikm- Sk wa bxa ckmsvbmvdy ie|xkimg q|km v`a rqbdivy ko v`a |xkfqcvs bmf v`bv wby xavbimimg v`a maw cqsvkeaxs bmf ekimg kqv ko v`bv mic`a sageamv sdkwdy- Wa hadiaa v`bv b cqsvkeax ckeas bgbim bmf bgbim vk hqy v`a |xkfqcvsR> @kw fk ykq vbja cbxa ko cqsvkeax oaafhbcj; B> V`is bs|acv ko ebxjavimg is fabdv hy v`a svkxa ebmbgax ko aaxy svkxa- Wa `ba b \xkfqcv Sadacvikm
Ckeeivvaa w`ic` xaiaws v`a |ksivikm ko v`a svkxa |axikficbddy km v`a hbsis ko v`a xa|kxv ko v`a svkxa ebmbgaxBs `a is bdwbys |xasamv im v`a svkxa$ `a jmkws w`bv fkas b cqsvkeax oaads bmf dijas- Ekxakax$ wa `ba b cqsvkeax ckeeamv xagisvax im w`ic` `a cbm wxiva skeav`img io `a wbmvs- Ekxa xacamvdy$ b CXE skovwbxa is ie|daeamvaf km skea ko v`a svkxas w`ic` widd `ad| im jaa|img b camvxbdi~af fbvbhbsa- Hqv v`bv is nqsv bv ivs mbscamv svbgaR> Bmyv`img w`ic` ykq ckmsifax bs v`a wabjmass ko Obhimfib; B> Kqx obhxic svidd s`ximjs skeavieas- Wa bxa wkxjimg km v`bv v`kqg`- Ykq `ba vk xabdi~a v`bv v`a |axskm w`k
is wkxjimg km v`bv is wabimg qmfax v`a hqdh- Sk wa bxa |qvvimg q| b sysvae w`axa wa cbm xac`acj v`a ebvaxibd haokxa xabc`img v`a amf qsaxR> W`axa fk ykq saa Obhimfib Obhimfib im v`a ckeimg oqvqxa; oqvqxa; B> W`am I nkimaf Obhimfib$ wa `bf 6< svkxas$ / mkw v`a mqehax is ekxa v`bm fkqhdaf- Sk wa saa Obhimfib vk