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INTRODUCTION OBJECTIVES OF THE STUDY
The primary objective of this study is to understand how important a part is the loyalty program adopted by retail firms to push the firm into its future. Some other objectives are stated as follows: 1. To study the extent of loyalty among customers, shown towards the store under study 2. To measure the awareness customers has about Reliance One Membership card. 3. To know the existent loyalty programs in the retail sector and analyze the various competitors in the sector 4. To study the “Loyalty Sales Percentage” 5. To study the customers‟ response towards loyalty programs 6. To understand the role of loyalty programs in building long lasting customer relationships 7. To study the role of loyalty programs to raise the sales figures of the firm under study 8. To measure the satisfaction of customers regarding the loyalty programme. INDUSTRY PROFILE
COMPANY PROFILE ( ORGANIZATIONAL CHART) RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
The study mainly focuses on “customer relationship management at L‟amour Advertising Agency”. Customer satisfaction is a important part for any business to keep the customers attached with the business and develop a good bond between business and the customers. The study of customer relationship management helps the business to understand the mindset of the customer towards the business, which ultimately facilitates the business in gaining and retaining the existing customers. Data has been collected from the customers through direct interaction by visiting at their respective dealer showrooms. Specific questionnaire has been prepared for data collection. 3 responses have been taken from 3 different dealers of automobile clients. Relevant data is collected with direct interaction and formal discussion with the respondents. The secondary data collected provided other relevant information for the study

RESEARCH DESIGN
Descriptive research design: Descriptive analysis is the discipline of quantitatively describing the main features of a data collection of data .it aims to summarize a data set, the analysis aims to provide an overview of the respondents and an insight into their behavioural patterns under the study.

SAMPLE SIZE:
Location: L‟amour Advertising Agency, Ramdaspeth, Nagpur. Sample size: For the purpose of the study, 3 samples were collected from 3 different dealers of automobile companies by visiting at their respective showrooms.

DATA COLLECTION
The data, which will be collected for the purpose of study, is divided into 2 Primary Source: The primary data comprises information survey. The data will be collected directly from respondent with the help of structured questionnaires and directly data collected from store manager Secondary Source: The secondary data will be collected from internet and references from Library.

DATA ANALYSIS:
The data will be analyzed based on suitable tables by using mathematical technique. The project is mainly analyzed by using bar charts and pie charts

ANALYSIS AND INTERPRETATION FINDINGS AND SUGGESTIONS CONCLUSION REFERANCES 1. Kotler Philip,” Marketing Management”, New Delhi, Pearson Education Inc., 2006 6. www.businessworldindia.com 8. www.india-reports.com 9. www.wikipedia.org 10. www. economictimes.indiatimes.com

An advertising agency or advert agency is a service business dedicated to creating, planning, and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. Typical ad agency clients include businesses and corporations, non-profit organizations and government agencies. Agencies may be hired to produce television commercials and radio commercials as part of an advertising campaign.

An Advertising Agency or ad agency is a service provider that works for clients to create an effective and goal oriented advertising campaign aimed at representing the Company positively in the eyes of its target customers. Ad agencies help clients to create attention grabbing, persuasive and unique ad campaigns that make the brand stand out in the minds of customers.

Advertising agencies are outside companies that provide for the marketing and advertising needs of other businesses and organizations. Advertising agencies offer a full range of advertising and advice based on market studies, popular culture and advanced sales techniques. Because they are independent from the client company, they can be objective about a client's promotional needs. Advertising agencies produce logos, creating effective and attractive color schemes to draw the consumer's attention to their clients' ads. They also prepare slogans and brochures, and write descriptive copy for sales materials. They may produce public service announcements for charitable organizations and social programs as well, and issue press releases for new programs, events, and products. Advertising agencies use assorted forms of media to promote their clients' businesses or organizations, including magazine advertisements, newspaper ads, radio and TV commercials, websites, and even infomercials. Some also plan events, provide booths at conventions, and give away promotional items. The way advertising agencies work is by getting to know their clients' product or service well and determining which demographic provides the best audience for promotion. If a company sells designer handbags, an ad agency would likely try to position the company's TV commercials during women's programming or on a channel geared toward women. The look and tone of an ad campaign is also dependent upon demographics. If the company's target audience is mature adults, design elements should be more traditional than if the target were a younger generation. There are several associations that advertising agencies may belong to, such as the Ad Council, the American Advertising Federation, the International Association of Business Communicators, and the American Association of Advertising Agencies, or AAAA. When deciding between advertising agencies, it is a good idea to see if they are members of any associations and to check them out with the Better Business Bureau. Also helpful is asking an ad agency for examples of their work. You may find that they are responsible for wellrecognized ad campaigns that have helped establish other companies. Such agencies may be expensive and you may have to wait some time to join their list of clients, but an agency that can make your product or service a household name is worth the wait and the cost.

Analytical changes:According to the needs of the wide spectrum of clients, agency has to make their strategies for the promotion of the clients through the various media available. Agency has to understand the changing trends of the market and the demand of the products or services of their respective clients. Analytical changes include the changes in designing strategy, promotional strategy, providing the client with effective and efficient work on there expectations. Customer satisfaction is an effect that helps the company to grow the business in the competitive market. Customer satisfaction means the contentment one feels when one has fulfilled a desire, need or expectations. New key word for customer satisfaction is “Customer Delight”. Delight is a great pleasure or joy. This strategy when applied by the agency gives a boost to the work done and creates good customer relationship for a longer duration. Customer delight is the need of the hour to survive in the highly competitive market. Customer delight can be achieved from very basic aspects like good co-ordination between the Agency and the Client and prompt response to the clients, Agency understands what the client needs and expects and manage clients expectations. Effective performance by the creative team of the Agency makes a vast difference in the consistency of the clients giving business. Efficient promotional tactics helps the agency to prosper to its fullest. Proper selection of clients is a very important aspect of the working of an Agency. Efficient team of working professionals helps the Agency to work efficiently and achieve the desired goals. Analytical changes also include the expansion of the business through business development program, which is performed by every company to gain more and more clients in other words gain business.

Business development Business development means different things to different people. For some it simply means prospection, to others it can mean developing a new product or technology, while to others it can mean investing or divesting corporate assets. Business development is about bringing discontinuity into the normal operations of an organization. It is about bringing, doing or developing new things that the organization did not do before. The importance of customer service Customer service is the overall activity of identifying and satisfying customer needs. The term is used in three different ways:

1. As a contrast to 'products'. Products are tangible things. Services are intangible things like a taxi journey, a hair-cut, or advice on insurance. 2. As an extra you get when you buy a product. You buy a plasma screen TV and the shop will 'service' it for you - that is, it will make sure the TV will continue to work well. 3. As an overall description of the desired relationship between a supplier and a customer. 'Service' in this sense is based on the premise that every commercial transaction is a service.

Practical Work :Company visit to:Maruti Maha- Exchange Carnival Event – Twice (Event Venue) Diffusion Engineers Ltd. (MIDC area) Renault Motors Provincial Automotive

Maruti Suzuki is the pioneer company in automotive sector that had organized an event “Car Walk Show” at Muk-Badhir Vidhyalaya, Nagpur. A car walk show was organized for Maruti Suzuki‟s premier brands. The event consisted a combination of live performances by professional dancers and stand-up comedy and the highlight was the lucky draw. All these events kept the audience entertained throughout the day. The event received huge response. During the event 150 spot bookings were registered in just two days. More than 350 walk in enquiries generated for bookings. Considering tremendous response to the event, Maruti Suzuki had extended its Silver Coin offer on every booking. L‟amour Advertising Agency planned the event in collaboration with Maruti Suzuki India Ltd. (MSIL) for the promotion of sale of all models. The event had a good response of customers and they were overwhelmed. Maruti Suzuki had organized 2-day Event “Maha-Exchange Carnival” in the month of June 2013 for promotion of all models in Maruti Suzuki by different dealers. This Event was organized at All Saints‟ Cathedral Ground, Opp. Old VCA, Civil Lines, Nagpur. The highlight of this two day extravaganza was the “Never before Never after - The Highest Savings of the Year” offer. During this event Maruti conducted a free service monsoon check up camp wherein company had offered free engine oil, break oil and coolant top up along with the free washing and wheel alignment. On the first day of the event, MSIL received number of bookings and many enquiries were generated. A lot of customers were able to avail easy finance with lowest EMI. Different offers were presented by MSIL through different dealers on various products. This event was a part of the promotional activity to acquire more customers in monsoon season and raising the footfall of customers in the dealer showrooms. The event provided service to the car owners with different facilities of car washing etc. that ultimately attracted customers.

L‟amour Advertising Agency‟s participation was for designing and printing of newspaper advertisements, flex banners, pamphlets, leaflets, and standees. Agency supported the MSIL event to increase their footfall and the sales as well both at a same time by promoting their products through different media. Agency provided the company with best-designed work for promotion. Diffusion Engineers ltd. are the Pioneers of New Age Industrial Solutions. The company introduces the concept of “SUPER-CONDITIONING” to the Indian Core sector industries, Diffusion has revolutionized the Industrial sector. Super-conditioning is a surface treatment solution for machine parts that generally improve wear resistance, eliminates stress and increases their „repairability‟ leading to extended life of Industrial parts resulting in smoother functioning and economy in production costs. This company is a production based company and is located in the MIDC area of Nagpur. The visit was about the further business opportunities provided to Agency. Work included designing and printing of pamphlets, calendars etc. Renault Motors is an automobile company, which targets the upper class for the sale of their products, to the potential customers through effective media and planned promotion. The company offered free test drives to their customers and promoted their product ”PULSE” for the same. L‟amour Advertising Agency approached Renault motors for their business development. Customer Relationship is a key aspect of the business. An Agency is the crucial link between the client and the market, which the company wants to target for sales. Advertising Agency plays a 3rd party role, identifying the need of the client, then processes it and circulates through the media. This gives satisfaction to the clients maintaining a good relationship in accordance with the work done by Agency (L‟amour).

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