SYNOPSIS

Company: Grohe India Pvt. Ltd

Posting: Gurgaon
Academic Mentor: Professor R.J. Masilamani
Corporate Mentor: Mr. Ramesh Kaushik
Business: Bath and Kitchen Fittings
Project Name: "Widening Reach of Grohe's Architect Loyalty Programme"

Objective and Scope :
The project offered by the company focuses upon redefining the standards of Grohes
engagement plan with Architects and Designers for the second phase of their Architect
Loyalty Programme, also known as Grohe Designer Alliance. The decision of selecting a
particular bath fitting brand is mainly note: the word majorly is a slang word and
should not be used in formal communication influenced by the opinions given by
Architects and Designers. The focus of this project is to collect feedback from the architects
and interior designers who enrolled themselves in phase one of the programme as to their
perception of the program(do they find it beneficial), difficulties, if any, they face at various
stages and what improvements they would like to suggest to make the program more
beneficial for them as well as the company. This would help in redesigning the engagement
plan for phase two so that the members participate more actively towards achieving the main
aim of this loyalty program, i.e. promoting the brand Grohe.
The other aspect of the project is to understand and define the specification process of
Grohes bath range and of its competitors. The result of this would give us the specific
features on which Grohe gets an edge over its competitor brands. This would in turn help the
company to promote the strong points over its competitors and improve in the areas it is
uncompetitve. The project also includes entering and analysing the details of architects in
the database of the company.

Description :
The architects loyalty program was started in August 2012 with a view to promoting the
companys name through architects and designers. Under this program the architects and
interior designers are supposed to promote and recommend Grohe to their clients. In turn
they get various opportunities to expand their professional network, widen their reach to
potential clients, showcase the best of their work and further benefit from great rewards and
study tours. It also provides an exclusive opportunity to visit a Grohe factory and interact
with leading designers from Grohe. The first phase of the program saw very few active
members though the total number of people who enrolled for the loyalty program was quite
high. The engagement plan was not very interactive and didnt bring any major
improvements in the number of active members.
The communication process of the loyalty program needs to be understood, the gaps
identified and suggestions made to remove them.
The projects involves contacting the architects and interior designers in the Delhi NCR region
, fixing up meetings with them to collect their feedback on the loyalty program along with
getting insights on the specification process. The meetings will be made with the KAMs team
(Key Account Managers) of the company. The data will be collected using a questionnaire
having mostly close ended questions.
Limitations :
The major limitation faced in the project is in fixing appointments with the architects and
interior designers since they are busy/reluctant. The other limitation is that the feedback
will be collected only from the architects and interior designers in the Delhi NCR region
which might not be representative of the national group population
Conclusion :
Through this study the company can expect to have a more interactive engagement plan for
the loyalty program. At the completion of this project, the company can hope to have an
increased number of people from the architects and interior designers fraternity promoting the
brand Grohe.