NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Customer Relationship Management
Internal Assignment Applicable for December 2020 Examination

1. As a marketing manager of an online delivery application which caters specifically to
grocery, what innovation would you introduce to retain your existing customers and
attract new customers to increase your customers lifetime value during the current
COVID-19 pandemic.

2. Prepare a Caselet for Salesforce India. Look at their CRM practices and solutions they
offer and enlist their competitive advantages vis-à-vis other players in the Indian
market. (10 Marks)

3. The male grooming market has been expanding rapidly over the last few years in India.
There are umpteen number of brands out there vying for the share of the target
audience’s wallet. Face washes, Beard oils, Styling gels, lip balms, Talcum powders,
Cologne soaps, moisturizers, etc. are some of the male grooming products available in
the market. A multinational FMCG company known for its home and personal care
products, is planning to launch a new brand of ‘anti-pollution face wash’ in Indian
markets. The face wash will be available nationwide and promises to be a mix of
herbal ingredients, aloe vera & charcoal.

a. Devise a customer relationship management strategy based on the segmentation study.
(5 Marks)

b. Create a customer profile based on the information provided in the brief given above.