A

STUDY ON

“CUSTOMER
SATISFACTION AT
PICASSO DIGITAL MEDIA”

1
EXECUTIVE SUMMERY

2
 EXECUTIVE SUMMERY

Every one knows Mickey mouse, Donald Duck, Tom and Jerry and Stuart little -
some animated characters that always delight and entertain us. Do you know
how these characters were born and how it is possible to create wonders with the
art of drawing. And the answer is 'animation'- one of the fastest growing and most
in-demand industries in the world. Multi media and Animation are among the
major hunted jobs of the 21st century. Multimedia alias multiple media as the
name suggests is an enormous field that uses more than one medium of
communication. It is an art that merges text, images, graphics, animation, audio
and video to create virtual magic. Animation is only a component of multimedia.

The art of animation started with the cavemen who used to draw pictures on the
rock surfaces. Though animation was formally demonstrated in 1828 by a
Frenchman, Paul Roget, the first animated film 'Humorous phases of funny faces'
by J. Stuart Blackton was made in 1906 by drawing comical faces on a
blackboard, photographing them, and then erasing it to draw another stage of the
facial expression. It was in 1914, that the first cartoon named 'Gertie, the
Dinosaur' by Winsor McCay, consisting of 10,000 drawings, was shown as a film
in the theaters. In the early twenties, traditional animation techniques were
developed and more sophisticated cartoons were produced. It was during this
time that Warner Bros and Walt Disney studios came to exist. Computer
animation, started during seventies and eighties, had a greater impact and with
the passage of time, more and more advanced techniques were developed.

Animation which derived its name from the Latin word 'anima' meaning soul, can
be defined as the art of breathing life to a character. A blend of entertainment
industry and technology, it is concerned with design, drawing, layout and
production of graphically rich and attractive multimedia clips. In other words
animation is making of movies, games or cartoons by moving the drawings or

3
models of animals or people with the help of computers or other electronic
means. Time and space play a critical role in animation.

Animation is a field that could be pursued by those who posses excellent

creativity and drawing skills. Animators are the talented artists who create
characters for a variety of projects like movies, television, advertisements and so
on. An animators task is to read the script carefully, study the storyboard and try
to get into the character. In other words he needs to know and understand the
character. Job opportunities are on the rise for an animator and they are in great
demand, as it a growing industry and has become a popular feature in movies
and advertising.

Creating an idea, developing it into a story script and giving technical assistance
to it, are the procedures in making an animation. Besides the most commonly
used animations , i.e two-dimensional (2D) and three-dimensional (3D), there is
also puppet animation, clay animation, sand animation, vegetable animation etc.
Both 2D and 3D animation can be created Digitaly. Two-dimensional images are
shallow in appearance, while three-dimensional images have a feel of depth to
them, thus making them look more real.

Cel or 2D Animation: Also known as classical animation, 2 dimensional animation

deals more with drawing and framing and is the base of 3D animation. 2D
animators work mostly on paper, creating frames to define a sequence that are
then moved at varying speeds to create the illusion of motion. The process
involves creating large number of drawings, and scanning them into the computer
and importing them into the software that helps in setting the timing and layers for
the scanned sequence of images. Toonz Harlequin, Adobe Flash, CelAction,
Anime Studio, Toon Boom Animation, Animaker are some of the software's used
for creating 2D animation characters.

Computer generated Imagery or 3D animation: 3D or three-dimensional

animation, which has more depth and is more realistic, are a series of images/
objects created using computers or any other Digitall media. In addition to the

4
skills in drawing, composition and character design, 3D animators deal with
modeling, rendering, texturing and lighting. The texture, lighting and colour of the
3D objects are modified using software programmes and virtual cameras are
used to focus, resize, zoom and illuminate the figures. This Digitall animation has
the power to create effects not possible with Classical animation. Film,
advertising, video and gaming are the fast growing fields for 3D animation. This
technique makes extensive use of animation software programmes like 3ds Max
(Autodesk), Softimage|XSI (Avid), MAYA (Autodesk) etc.

5
OBJECTIVE OF THE STUDY

6
 OBJECTIVE OF THE STUDY

The research project is mainly divided into two parts first one is study about
Picasso digital media and the second is customer satisfaction survey analysis.

The subjects under these two parts are

1. General study about Picasso digital media

a. To study about company profile
b. To compare with other animation school, fee structure of Picasso
digital media.
2. customer satisfaction survey analysis
a. a survey on students of animation schools on their satisfaction
about the courses, fee structure and other services.
b. analyzing the data on the basis of survey findings
c. Extracting the customer behavior about the satisfaction level.

The study will end with a conclusion giving a reflection of whole project and
recommendations on the basis of data findings.

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PURPOSE AND SCOPE

OF THE STUDY

8
 PURPOSE AND SCOPE OF THE STUDY

Purpose of the study

The main purpose of this study is to analyze the customer satisfaction for Picasso
digital media. The study is done for a reference for the students and Picasso to
see the satisfaction level of students about Picasso.

Scope of the project

This project will be very helpful to two of us

• The Picasso
• The students of Picasso

This project will be an information guide to the company for improving the
services and products.

9
RESEARCH METHODOLOGY

10
 RESEARCH METHODOLOGY

Research methodology is considered as the nerve of the project. Without a

proper well-organized research plan, it is impossible to complete the project and
reach to any conclusion. The project was based on the survey plan. The main
objective of survey was to collect appropriate data, which work as a base for
drawing conclusion and getting result.

Therefore, research methodology is the way to systematically solve the research

problem. Research methodology not only talks of the methods but also logic
behind the methods used in the context of a research study and it explains why a
particular method has been used in the preference of the other methods

Research design:

Research design is important primarily because of the increased complexity in

the market as well as marketing approaches available to the researchers. In fact,
it is the key to the evolution of successful marketing strategies and programmers.
It is an important tool to study buyer’s behavior, consumption pattern, brand
loyalty, and focus market changes. A research design specifies the methods and
procedures for conducting a particular study. According to Kerlinger, “Research
Design is a plan, conceptual structure, and strategy of investigation conceived as
to obtain answers to research questions and to control variance.

Types of research is:

• Descriptive Research

The type of research adopted for study is descriptive. Descriptive studies are
undertaken in many circumstances when the researches is interested to know the
characteristic of certain group such as age, sex, education level, occupation or
income. A descriptive study may be necessary in cases when a researcher is

11
interested in knowing the proportion of people in a given population who have in
particular manner, making projections of a certain thing, or determining the
relationship between two or more variables. The objective of such study is to
answer the “who, what, when, where and how” of the subject under investigation.
There is a general feeling that descriptive studies are factual and very simple.
This is not necessarily true. Descriptive study can be complex, demanding a high
degree of scientific skill on part of the researcher.

Descriptive studies are well structured. An exploratory study needs to be flexible

in its approach, but a descriptive study in contrast tends to be rigid and its
approach cannot be changed every now and then. It is therefore necessary, the
researcher give sufficient thought to framing research.

Questions and deciding the types of data to be collected and the procedure to
be used in this purpose. Descriptive studies can be divided into two broad
categories: Cross Sectional and Longitudinal Sectional. A cross sectional study is
concerned with a sample of elements from a given population. Thus, it may deal
with household, dealers, retail stores, or other entities. Data on a number of
characteristics from sample elements are collected and analyzed. Cross sectional
studies are of two types: Field study and Survey. Although the distinction
between them is not clear- cut , there are some practical differences, which need
different techniques and skills. Field studies are ex-post-factor scientific inquiries
that aim at finding the relations and interrelations among variables in a real
setting. Such studies are done in live situations like communities, schools,
factories, and organizations.

Another type of cross sectional study is survey result, which has been taken by
me. A major strength of survey research is its wide scope. Detail information can
be obtained from a sample of large population .Besides; it is economical as more
information can be collected per unit of cost. In addition, it is obvious that a
sample survey needs less time than a census inquiry. Descriptive research
includes survey and fact finding enquiries of different kinds of the major purpose.

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Descriptive research is description of the state of affairs, as it exists at present.
The main characteristic of this method is that the researcher has no control over
the variables; he can only report what has happened or what is happening. The
methods of research utilized in descriptive research are survey methods of all
kinds including comparative and co relational methods. The reason for using
such needs to be flexile in its approach, but a descriptive study in contrast tends
to be rigid and its approach cannot be changed ever now and then.

Management Dilemma

Customer satisfaction will leads to greater organizational profitability and

popularity.

Management Question

What are the factors which lead to customer satisfaction in a animation study
institutes?

Research Question

Q.1 Does the students are satisfied with the institute?

Q.2 What are the factors which affect the customer satisfaction?

HYPOTHESIS OF THE PROJECT

The main hypotheses of the research are

1. customer satisfaction depending on the basis of fee structure

2. customer satisfaction depending on the basis of course structure
3. customer satisfaction depending on the basis of institutional infrastructure
4. customer satisfaction depending on the basis of staff student relation

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Data collection methods:

After the research problem, we have to identify and select which type of data is to
research. At this stage; we have to organize a field survey to collect the data.
One of the important tools for conducting market research is the availability of
necessary and useful data.

Primary data: For primary data collection, we have to plan the following four
important aspects.

 Sampling
 Research Instrument
 Secondary Data - The Company’s profile, journals and various literature
studies are important sources of secondary data.
 Data analysis and interpretation

1. Questionnaires
2. Pie chart and Bar chart

Questionnaires:

This is the most popular tool for the data collection. A questionnaire contains
question that the researcher wishes to ask his respondents which is always
guided by the objective of the survey.

Pie chart:

This is very useful diagram to represent data, which are divided into a number of
categories. This diagram consists of a circle of divided into a number of sectors,
which are proportional to the values they represent. The total value is
represented by the full create. The diagram bar chart can make comparison
among the various components or between a part and a whole of data.

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Bar chart:

This is another way of representing data graphically. As the name implies, it

consist of a number of whispered bar, which originate from a common base line
and are equal widths. The lengths of the bards are proportional to the value they
represent.

Preparation of report:

The report was based on the analysis and presented with the findings and
suggestions. The sample of the questionnaires is attached with the report itself.

Sample size: The sample size is 100

15
ORGANIZATION OVERVIEW

16
 INTRODUCTION TO THE COMPANY

Picasso Animation College is set up with the vision of bringing in the global
standards of animation industry to India and provide high caliber animation
professional to studios handling international projects. To facilitate this at fast
pace, Picasso Animation College has implemented best international standards
and practices and set up international alliances. We are staffed with professionals
with expertise in animation production as well as academic practices.

Companies with international co-production contracts like Rhythm & Hues

(Mumbai), Crest Animation Studios (Mumbai) and DQ Entertainment
(Hyderabad), visit our campus regularly for recruiting the passing out students.
While all the passing students get placed within one week of graduation, it is
common to see a large number of our students get multiple job offers and
actually make a choice of their first employer.

Our college attracts many international students. Our students may also avail of
valuable credit waivers for further studies in USA and Canada.

Picasso Animation College has been founded to design, integrate and deliver an
innovative mix of creativity and technology based education in the fastest growing
Animation Industry. Picasso offers unique industry oriented programs, which is in
line with the global standards, in collaboration with Centennial College, Canada.
Our systematic approach of blending creativity with technology by developing an
education model has been well appreciated by the industry.

Picasso strives to unfold the full creative potential and talent in every individual.
Picasso Animation College aims to nurture talent in India in line with international
animation industry standards. Picasso will launch its students into the exciting
world of Digitall animation.

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I am confident that the process of learning within the hi-tech and Digitall campus
will be enjoyable and fruitful for the student community. The student community
is Welcome to join Picasso family for exploring the exciting world of Digitall
learning, creativity and innovation.

(Ajay Prakash Chairman Maharishi Group)

About Maharishi Group

Picasso Digitall Media Pvt. Ltd. is a part of Maharishi Group. Maharishi Group is
multinational and multidimensional with presence in more than 120 countries.
The group's activities include Education, Housing Finance, Solar Energy,
Ayurvedic Products, Printing and Publishing, Granite, Software Development and
System Integration, Aviation, Gems, Gold and Diamond Jewelers, IT turn key
projects, Digitall Animation, Clothing and many more.

Maharishi Group's Corporate Entities

Maharishi Group, besides many philanthropic activities, runs several successful

business entities with professional management in diverse areas. Our diversity
reflects the mature and broad based corporate skills. Some of the group
companies are:

• • Age of Enlightenment Publications

• • Trans Bharat Aviation Pvt. limited
• • Maharishi Ayurveda Corporation Pvt. Limited
• • Cosmic Softech Limited
• • Maharishi Ayurveda Products Ltd.
• • Picasso Digitall Media Pvt. Ltd.
• • Star Granites Pvt. Ltd.
• • Maharishi Solar Technology Pvt. Ltd.
• • Global Diamonds Pvt. Ltd.
• • Ram Rajya Clothing Pvt. Ltd.

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 • • Maharishi Housing Development Finance Corporation Ltd.
• • Multiple TV channels telecast from Holland for European And North
American TV viewers.

Our University

Maharishi University of Management

Maharishi University of Management's 272 acre campus is located 50 miles west

of the Mississippi River, a few hours from Chicago, St. Louis, Kansas City,
Madison and Minneapolis. IOWA City, home of the University of IOWA, lies an
hour to the north. The students find a wholesome and dynamic environment to
study in this 1.2 million sq ft of teaching, research, recreation and living space.
There is ample space for learning and plenty of room for fun.

Our Schools

In education, we have more than 200 Maharishi Vidya Mandir (MVM) schools,
spread throughout India.

We also run a chain of Ideal Girls School in USA and India.

Hollywood Experts as Trainers

Michelle Urbano Prof. Johannes Prof. Philip

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Michelle Urbano : Michelle Urbano has 32 years of extensive experience in all
aspects of Entertainment Production handling animation and special effects for
Hollywood movies she has worked with studios such as Walt Disney, Rhythm &
Hues, Warner Bros., Tippett Studio, Universal Animation and for animation and
visual effects projects like Scooby Doo, Harry Potter, Stuart Little, Cats and
Dogs, Sixth Day, Little Nicky, The Grinch, The Haunting, Babe 2: Pig in the City,
Dinosaur, Spacejam, The Pagemaster, Swan Princess, Rover Dangerfield, An
American Tail, Teenage Mutant Ninja Turtles, Pride, Various TV Students's
Shows, etc. She has now joined Picasso Animation College as a full time
animation & Visual Effects trainer.

Philip Edward Alexy has worked on projects like Star Wars, Jumanji, Casper,
Flubber, Angela Anaconda, 101 Dalmatians & game like Need for Speed
Underground.

Johannes has worked In Europe for several projects in capacities such as 3D

Artist, VFX Artist and Visualiser in companies like Bunning -Architects, Styles and
Stories, Frame FX GmbH.

About Picasso Studios

Picasso Studios develop original IP content for deployment. After projects such
as gags for commonwealth games, disco dance video and Kelvin & Hobs comic
strips, Picasso Studios has started working on full length animation feature films
for theater release. Current film under production is Bal Bheem, a 90 minute
animation feature film. Students of Picasso have the unique advantage of
working on few shots of the animation features being produced by Picasso
Studios. Some of the alumni of Picasso Animation College have also been
recruited by Picasso Studios to work on their projects.

Animation experts from Picasso Studios come as guest lecturers to Picasso

Animation College periodically sharing their rich industry experience.

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International Standards Leading To Global Careers

Our endeavor is to equip students for global careers. Our approach is to blend
creativity with technology. Picasso Animation College employs best practices
from international animation schools. We give our students solid foundation in
generic concepts and make them lifelong learners. Our students work on multiple
projects while mastering various aspects of animation film making. They emerge
as creative thinkers and product experts rather than software technicians.

We provide the most conducive environment in the campus to make our students
most effective:

• Quality standards from globally reputed Maharishi group with presence in

120 countries.

• Centennial College's partnership for international standards.

• State of the art facilities: Digitall Studio, Art and Sculpture studio and
Special Effects Studio, Multimedia lab with audio visual aids and projection
equipment.

• Studio quality infrastructure comprising of

- Digitall library

- High-end work stations with dual processors

- Windows and Apple-Mac platforms

• Student participation in international film festivals.

• Hostel facility on request for outstation students.

• Communication skills training.

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• Cultural Festivals at the campus.

• Broadband internet connectivity to all computers.

• Industry Collaboration and Placement Division for industry internship and

campus placement.

Awards & rewards..........

Winner of Award from NASSCOM (National Association of Software and Service

Companies)'s Animation & Gaming Festival 2007:

Vishal Dandriyal (2005-06) batch) who participated in the competition along with
his team says " When our team won the coveted Super Pitch Award at
NASSCOM's Animation Gaming Event of 2007, no words can describe our
feelings and gratitude to Picasso Animation College. Equipped with the skills
learnt at Picasso Animation College, we won this award competing against big
studios like DQ and Annirights. Vishal's team members are Sanjay Banerjee,
Nitesh Vaid, Amit Singh and Gagan

Winner of award from DIGICON 2007.

Our student project entitled "Wrong Delivery" produced by Yashi Jain (2006-07
batch) and her team won the award at DIGICON animation film festival. Their
entry topped all the student category films in the festival. Yashi and her team
mates Ranjit Singh Rana, Jayanth Raj, Jagdeep Singh Sagoo and Philip Bode
work with studios such as DQ, Crest and Picasso.

Winner of Best modeler of the year award by Crest Studios:

Our student of 2006-07 batches Rakesh Kotliya has been adjudged as the best
modeler of the year 2007 in the internal rankings of Crest Animation Studio. With
just 6 months experience after passing out of Picasso campus, Rakesh has won
this honour from the Crest studio who employs over 500 animation professionals.

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Rakesh Kali, team leader with DQ entertainment says " I was always fascinated
by movies like Shark Tale, Stuart little and wanted to be part of the team making
such movies. Even before completing my program from Picasso Animation
College, I got an offer from India’s largest animation studio, DQ Entertainment.
Within 3 months of joining DQ, I was promoted to the position of team leader.
Presently I am working on a project outsourced from a famous Hollywood studio.

Picasso’s new campus at Hi-Tec City, Hyderabad

133% job offers at campus to Picasso students

Studios handling international projects find it difficult to get adequate number of

skilled student from the market. NASSCOM’s report on animation for 2007 shows
only 13% of the students passing out of various animation institutes are
employable. This poor rate is due to poor curriculum, infrastructure and faculty
quality.

In contrast to this, Picasso Animation College since inception has maintained

track record of achieving 100% campus placements to its students. Job offers

23
received by the students at the campus stands at 133% which is a brilliant record
indeed. This takes Picasso Animation College to the undisputed no 1 in campus
placements.

Vice President of Crest Studios, Mumbai, India’s premier animation studio, Mr.
Raj Shekhar says “We have visited Picasso Animation College for campus
recruitment and found the quality of students passing out to be quite impressive.”

Employers’ View: Crest Animation Studios

1. Studios who recruited Picasso’s students have repeatedly stated that

Picasso’s students are on par with best of the western colleges. Their
growth in terms of salary and responsibility has been steep as per the HR
manager’s reports. Studios who recruited Picasso students in the past
include Rhythm & Hues, Crest, DQ Entertainment, U-TV etc. They all felt
that programmes such as Picasso’s BSc will provide the most lucrative
career option to students as well as fulfill the need of studios to have the
right talent to handle international projects.
2. Vice President of Crest Studios, Mumbai, India’s premier animation studio,
Mr. Raj Shekhar says “Picasso Animation College has put together superb
infrastructure and education process. We have visited Picasso Animation
College for campus recruitment and found the quality of students passing
out to be quite impressive. We look forward to visit Picasso for future
campus recruitments”

PICASSO ANIMATION COLLEGE SELECTED TO REPRESENT INDIA:

Picasso Animation got the unique honor of representing India at the international
animation event MIFA 2007, in France held in June 2007. This international
animation festival showcases animation content from feature films, TV serials,
and short films besides movies produced by students. Picasso is part of the
India’s 10 member delegation team led by NASSCOM to showcase India’s talent
in animation industry. Picasso is the first education services organization chosen

24
to represent India by NASSCOM at this prestigious event. This indeed reflects
Picasso’s unique contribution to Indian animation education.

Our Programs

Our college has a unique training methodology developed in line with the
requirements of Indian and international studios along with consultation from our
full time Canadian experts working at corporate office. While creative focus and
international standards are unique to Picasso, students get contact hours about
2-3 times than that of any conventional animation training institute.

Picasso Animation College which is credited with international quality animation

education has launched several programmes for 10+2, graduates as well as
college going students to build career in animation industry.

We offer:

1. Integrated MSc with Multimedia & Animation

2. Integrated BSc with Multimedia & Animation
3. Digitall Animation
4. Art & Design Foundation
5. STAR Program

Unique Features of Picasso Animation College

1. Backing of Reputed and Trustworthy Maharishi Group

2. Know-how from Centennial College, Canada
3. Access to foreign facility on request.
4. Curricula in line with international standards.
5. Full Time Hollywood experts at corporate office
6. Guest lectures from Animation Professionals.
7. Credible track record of 133% on campus job offers.

25
8. Managed by Professionals with vast international experience in
education.

26
 FEE STRUCTURE

FEE Schedule for STAR Program - AFM Series

Animation Film Making—Specialization

Installmen No. of
Mode Duration Fee Down payment
t Inst
Professional 10
120,000 20,000 11111 9
Track Months
College 15
140,000 20,000 8571 14
Track Months

Animation Film Making—Honors

Installmen No. of
Mode Duration Fee Down payment
t Inst
Professional 16
200,000 20,000 12,000 15
Track Months
College 24
220,000 20,000 8696 23
Track Months

Integrated BSc with Multimedia and Animation

1st year 2nd year 3rd year

Particulars
1,90,000 2,90,000 1,90,000
14500 14500
Tution Fee 95000 95000 95000 95000
0 0
Security
10000
Deposit
14500 14500
Total 105000 95000 95000 95000
0 0
Digitall Animation (10 months)

Particulars 2,70,000

1st Inst 2nd Inst

Tution Fee 135000 135000

27
 Total 135000 135000
CPP (4 months)

Tution Fee 56,000

Integrated MSc with Multimedia and Animation

1st year 2nd year

Particulars
1,95,000 1,95,000
Tution Fee 97500 97500 97500 97500
Security
10000
Deposit
Total 107500 97500 97500 97500

28
 FINDINGS FROM RELATED COMPETITORS

Pumpkin MAAC GECKO Arena Maximus

South- Nehru
Location South-Ex South-Ex South-Ex Ex Place
Reception Not so Not so
area is good, good,
good, just maintained maintained overall
Infrastructu two class infrastructu infrastructu Very Infrastructur
re room. re re crowded e is good
One is
sketching not 2 classes
and clay They just shown and one
modeling Show lab- show the their lab. Lab
room, other having 10 lab- nearly campus. consist of 7
is lab having systems- 10 systems Said its P-4, 3-
No. of 4 system- P-4, 2- they have. lunch apple and
Classes P-4 Apple P-4 time Mac
No of
student in a 15
batch 4-5 students 5 students 5 students students 15 students
1
1 semester- semester-
2 hrs 2 hrs
Duration of remaining remaining 1hr 30
a Class 1hr 30 mins 1hr 30 mins 1hr 30 mins mins 1hr 30 mins
No of days 6 5 5 6 6
No of
batches in a
day 2 2 3 3 2
Duration of 18
course 15 months 15 months 15 months months 15 months

29
 1,18,97
4-
Normal
track,
1 1,04,38 1,68360
lac(including 4- Fast (including
Cost (rs) tax) 1,20,658 1,20,000 track tax)
10% + 5%
(registered 5,000
Discount before 15 before 15
offered Aug) Aug na na 10,000
seminar is
going on-
topic is 3D
animation.
25 students
attending
Amitabh the seminar
Bachann + out which
No smoking 20 are the
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conservatio No some of the students, 5
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Demo reel logo V-TV AD work na enquiries
She just Emphasis
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More MAAC other cities about
emphasis production comparison the
on 2D house to MAAC course. na

30
LITERATURE SURVEY

31
Customer Satisfaction – a Critical Component of Profitability

Exceptional customer service results in greater customer retention, which

in turn results in higher profitability. Customer loyalty is a major contributor to
sustainable profit growth. To achieve success, we must make superior service
second nature of our organization. A seamless integration of all components in
the service-profit chain – employee satisfaction, value creation, customer
satisfaction, customer loyalty, and profit and growth – links all the critical
dynamics of top customer service.

Sadly, mature companies often forget or forsake the thing that made them
successful in the first place: a customer-centric business model.
They lose focus on the customer and start focusing on the bottom line and
quarterly results. They look for ways to cut costs or increase revenues, often at
the expense of the customer.

They forget that satisfying customer needs and continuous value

innovation is the only path to sustainable growth. This creates opportunities for
new, smaller companies to emulate and improve upon what made their bigger
competitors successful in the first place and steal their customers.
Customer Expectations

Customer is defined as anyone who receives that which is produced by

the individual or organization that has value. Customer expectations are
continuously increasing. Brand loyalty is a thing of the past. Customers seek out
products and producers that are best able to satisfy their requirements. A product
does not need to be rated highest by customers on all dimensions, only on those
they think are important.

• Customer-driven strategy for improvement – any management activity

should eventually lead to increased customer satisfaction...

32
The Canon Production System (CPS) is about:

1. Environmentally-conscious manufacturing and logistics

2. Quality-oriented methods
3. Lower costs
4. Shorter deadlines
5. ... All aim for maximum customer satisfaction...

Customers for Life

The purpose of a business is to create and keep a customer. If a business

successfully creates and keeps customers in a cost-effective way, it will make a
profit while continuing to survive and thrive. If, for any reason, a business fails to

33
attract or sustain a sufficient number of customers, it will experience losses. Too
many losses will lead to the demise of the enterprise.
According to Dun and Bradstreet, the single, most important reason for the
failure of businesses in America is lack of sales. And, of course, this refers to re-
sales as well as initial sales. So our company’s job is to create and keep a
customer, and our job is exactly the same. Remember, no matter what your
official title is, you are a salesperson for yourself and your company...

Customer Satisfaction Illusion and Trap

Today, "it would be difficult to find a company that doesn't proudly claim to
be a customer-oriented, customer-focused, or even-customer driven enterprise.
But look closer at how these companies put their assertions into practice, and
often you discover an array of notions and assumptions that range from
superficial and incomplete to misguide." Some examples of customer satisfaction
illusion include:

• believing that by conducting market surveys and focus groups you know
all there is to know about your customers
• believing that investing in awareness programs for employees and putting
customers' pictures on the cover of your annual report is enough to
achieve customer satisfaction
• believing that the job of CEO is done by giving his or her direct phone
number to some valued customers

All these approaches are well intentioned, but "all of them offer, at best,
partial solutions to their customer satisfaction, and all, as a result, fall short."
There is nothing wrong with the notion of customer satisfaction per se.
"The problem comes with its pursuit, which if fraught with peril. Most plans to
improve customer satisfaction stand on two shaky – and dangerous –
assumptions." What they create is an illusion – the customer satisfaction trap.

34
Too often, measurement of customer satisfaction are misleading – they tell you
very little about where you are, and they can't show you where to go.

Process-managed Enterprise

A process-managed enterprise supports, empowers and energizes

employees, encourages their initiative, enables and allows its people to perform
process work. "Process work is work that is focused on the customer, work that is
directed toward achieving results rather than being an end in itself, work that
follows a disciplined and repeatable design. Process work is work that delivers
the high-level of performance that customers now demand."

Benefits of Business Process Management

The payoffs of process mastery can be breathtaking. Costs melt away,

quality goes through the roof, and time spans shrink to a fraction of what they
were. In 1999 Hammer and Company6 surveyed dozens of companies that had
adopted the process approach to work and business.

• In order fulfilment, cycle times had typically decreased by 60% to 90%

• "Perfect orders" (those delivered on time, with no mistakes) had increased
by 25%

These improvements in process performance paid off in the critical

enterprise currencies of customer satisfaction, customer retention, and corporate
profits..

35
FINDINGS AND DATA ANALYSIS

36
 FINDINGS AND DATA ANALYSIS

1. How satisfied are you with regarding the Picasso course?

Very Unsatisfied Neutral Satisfied Very

Unsatisfied Satisfied

Overall 12 20 13 32 23
quality
Value 7 12 28 24 29
Admission 9 8 24 39 20
experience

first class 12 14 17 28 29
experience

Course 8 17 23 18 34
experience

2. How you know about Picasso?

Friend 42

media 38
Parent 20

37
 3. Overall, how satisfied are you with Picasso ?

Very Unsatisfied 14

Unsatisfied 8

Somewhat Satisfied 21

Very Satisfied 37

Extremely Satisfied 20

4. Compared to other animation schools that are available, would you say

that picasso is...

Much better 24
Somewhat better 18
About the same 24
Somewhat worse 12
Much worse 13
Don't know or never 9
used
5. Will you come to Picasso again?

Yes 63
No 24
Don’t know 13

38
 6. How likely are you to recommend Picasso to others?

Definitely will recommend 22

Probably will recommend 37
Not sure 12
Probably will not recommend 14
Definitely will not recommend 15
7. Based on your experience with Picasso, how likely are you to come to

Picasso again?

Very Unlikely 12
Unlikely 14
Somewhat 24
Unlikely
Very Likely 38
Extremely Likely 12

39
Graphical interpretation

How satisfied are you with regarding the Picasso course?

Overall quality

12
23

20

32 13

Very Unsatisfied Unsatisfied Neutral

Satisfied Very Satisfied

Just more than the half of the customer is satisfied with over all quality

40
 V a lu e

7
29 12

28
24

V e ry U ns a tis fiedU n s a tis fie dN e u tral S a tis fied V e ry S a tis fie d

Just more than the half of the customer is satisfied with value

41
 a d m is s io n e x p e rie n c e

9
20 8

24

39

V e ry U n s a tis fieU dn s a t is fie dN e u t ra l S a t is fie dV e ry S a t is fie d

Just more than the half of the customer is satisfied with admission experience

42
 first class experience

12
29
14

17

28

Very Unsatisfied Unsatisfied Neutral Satisfied Very Satisfied

Just more than the half of the customer is satisfied in first class.

43
 course experience

34 17

23
18

Very Unsatisfied Unsatisfied Neutral Satisfied Very Satisfied

Just more than the half of the customer is satisfied in course experience.

44
 How you know about Picasso?

42

45 38
40
35
30
20
25
20
15
10
5
0
Friend

media

Parent

Most of the students comes to Picasso by reference of there friends and parents.

45
Overall, how satisfied are you with Picasso ?

40
37
35
30
25 21 20
20
14
15
10 8

0
V ery Unsatisfied S om ewhat Very S atisfied Extrem ely
Unsatisfied S atisfied S atisfied

Just more than the half of the customer is satisfied.

46
Compared to other Animation School that are available, would you say that

Picasso is...

25 24 24

20 18

15 12 13
9
10

0
Much better

Somewhat better

About the same

Somewhat worse

Much worse

Don't know or never used

Only 24 % customer says that Picasso is much better than other animation

school.

47
Will you come to Picasso again?

13

24
63

Yes No Don’t know

Most of the customer will come to Picasso again

48
How likely are you to recommend Picasso to others?

15 22

14

12
37

Definitely will recommend Probably will recommend

Not sure Probably will not recommend
Definitely will not recommend

Just more than the half of the customer will recommend Picasso to other people

49
Based on your experience with Picasso , how likely are you to come to Picasso

again?

40 38
35
30

25 24

20
15 14
12 12
10
5
0
Very Unlikely Somewhat Very Likely Extremely
Unlikely Unlikely Likely

Just more than the half of the customer will come to Picasso again

50
CONCLUSION AND INTERPRETATION

51
 CONCLUSION AND INTERPRITATION

• Just more than the half of the customer is satisfied with over all quality

• Just more than the half of the customer is satisfied with value

• Just more than the half of the customer is satisfied with admission

experience

• Just more than the half of the customer is satisfied in first class.

• Just more than the half of the customer is satisfied in course experience.

• Most of the students comes to Picasso by reference of there friends and

parents.

• .Just more than the half of the customer is satisfied.

• Only 24 % customer says that Picasso is much better than other animation

school.

• Most of the customer will come to Picasso again

• Just more than the half of the customer will recommend Picasso to other

people

• Just more than the half of the customer will come to Picasso again

52
LIMITATION OF THE STUDY

53
 LIMITATIONS

Every study has certain limitations. In my study, also there were certain
limitations, which I could not able to solve.

1. The research was conducted in a very small area.

2. Time factor was also important for me. I had only 60 days to complete my
research, for which a full-fledged report was insufficient for me.
3. The respondents filled the questionnaire mostly in careless manner, so it
was difficult to make them hold for time.
4. The sample size is also very small which represent my research on
behavior

My study is not recognizable in whole INDIA as well as outside Delhi due to

the above limitations and less area coverage.

54
REFERENCES

55
 REFERENCES

Web

1. www.google.com

2. www.wikipedia.com

3. www.scribd.com

4. www.managementparadise.com

5. www.Picassoindia.com

Book

Marketing management: analysis, planning, implementation, and control by Philip

Kotler - Business & Economics - 1988
Marketing Management by Philip Kotler, Kevin Keller - Business & Economics -
2008
Research methodology: a step-by-step guide for beginners by Ranjit Kumar - Social
Science - 2005
Research methodology by Douglas K. Detterman - Psychology - 1985

56
ANNEXURE

57
Questionnaire

1. How satisfied are you with regarding the Picasso course?

Very Unsatisfied Neutral Satisfied Very

Unsatisfied Satisfied
Overall quality
Value
Admission

experience
class experience
Course

experience
2. How you know about Picasso?

Friend ………..
media ………..
Parent ………..

58
 3. Overall, how satisfied are you with Picasso ?

Very Unsatisfied ………..

Unsatisfied ………..
Somewhat Satisfied ………..
Very Satisfied ………..
Extremely Satisfied ………..
4. Compared to other animation school that are available, would you say that

Picasso is...

Much better ………..

Somewhat better ………..
About the same ………..
Somewhat worse ………..
Much worse ………..
Don't know or never ………..

used
5. Will you come to Picasso again?

Yes ………..
No ………..
Don’t know ………..

59
 6. How likely are you to recommend Picasso to others?

Definitely will recommend ………..

Probably will recommend ………..
Not sure ………..
Probably will not recommend ………..
Definitely will not recommend ………..
7. Based on your experience with Picasso, how likely are you to come to

Picasso again?

Very Unlikely ………..

Unlikely ………..
Somewhat ………..

Unlikely
Very Likely ………..
Extremely Likely ………..

60