The report discusses Udyog Enterprises, a distributor of construction chemicals for Sika company. It stores the chemicals by Sika in its inventories and then supplies them to companies as per demand. The customers are largely divided into two main segments, industrial buyers and retail buyers. 95% of the revenue comes from retail buyers. The methods through which the company generates leads are- Sika provides them information about the projects happening Through site visits by a team of engineer from Sika and sales force from Udyog  Through some information in newspaper ads Through word-of-mouth, if the company hears about any projects going on then we approach the company.

1. About The Company
Main offerings:
• Road Projects
• Restoration and rehabilitation
projects
• Establishment of new projects
like steel plants, oil refineries
and other big infra projects
• Bulk orders are supplied directly
through company
Customers:
• L&T
• Tata projects
• NALCO
• JSPL
• IOCL
• Kunal structures
Company Size: 7-8 people
• 1 accountant
• 1 proprietor
• 1 manager
• 1-2 engineer as well as
lead generators
• 2 people who visit on
the location to facilitate
the proper distribution
of goods
Value Proposition:
Providing construction
chemicals at an
affordable cost and of
industry standards
Name- Udyog Enterprises
Sector- Distributor of construction
chemicals for Sika Company
Headquarters- Cuttack, Orissa
Founded- 2002
Products- Admixtures, sealants, epoxies, water-
proofing coatings, bonding agents, floor hardeners, etc.

2. Current business trend
Udyog Enterprises is the distributor of construction chemicals for Sika company. It stores the chemicals by Sika in its inventories and then supplies to
companies as per demand. The customers are largely divided into two main segments, industrial buyers and retail buyers. 95% of the revenue comes from
retail buyers.
The methods through which the company generates leads are-
• Sika provides them information about the projects happening
• Through site visits by a team of engineer from Sika and sales force from Udyog
• Through some information in newspaper ads
• Through word-of-mouth if the company hears about any projects going on then we approach the company.
Customer interaction journey-
Site visit by
engineers
Trials done to
approve the
quality of
material
Purchase
enquiry from
customer
Technical
approval and
QAC given
Quotation
from Udyog
and further
negotiations
Purchase order
issued by
customer
Invoice
generation and
supply from
Udyog

3. Business Divisions and their characteristics and properties
The customers are broadly divided into two categories
1. Industrial/B2B buyers
2. Retail/B2C buyers
Industrial/B2B Buyers Retail/B2C Buyers
1. They constitute almost 95% of the revenue
2. Larger volume of transaction
3. Higher scope of price flexibility for the products
offered depending upon the type of customer
4. Developing relationship very important to
establish repeat orders
5. High level of technical clearance required and
analysis done at the client end
6. More customisation and product mix to meet to
satisfy the demand of various structures
7. The number of potential customers is less
1. They constitute near about 5% of the revenue
2. Volume of transaction is very less
3. Negligible or no scope of price flexibility
4. Scope of repeat orders is low
5. Not much technical clearance is required nor is an
analysis done at client end
6. Typically the products supplied are used in the
standard specified quantities
7. The number of potential customers is high

4. AS-IS
Finance
Operation
Marketing
Sales Sales
Marketing
Operation
Finance
Udyog
Industrial
Buyer
Retail
Buyer

5. TO-BE(Operation)
Start
Implement
JIT
Transport
Packaging
ERP
JIT Delivery
Joint
Logistic
Inventory
Management
Inventory
Estimation
Demand
Forecast
Implement
Joint
Logistics
END

6. Awareness Consideration Decision Delivery and Use Loyalty and Advocacy
CUSTOMER JOURNEY MAP (B2B)
Customer Stages
Customer Goals
Customer Activities
No goals here
Best industrial
chemical company
distributor
Touchpoints
Business Goal
KPI
Organizational
Activities
Word of Mouth,
Previous
Relationships
Evaluate alternatives Make an order Order delivered Order again, delighted
customer
Order without hassle
Delivery of products
at the right time at the
right place
Good experience,
relationships based on
trust
Previous deliveries,
orders from Sika
Competitor Chemical
Companies, other
distributors
Phone Call, WhatsApp
Message, SMS
Delivery agent’s call,
SMS, Phone
Word of mouth, Long
term relationships
Increase awareness
and interest
Increase lead
generation and
subsequently, sales
Increase order
frequency and delivery
Products satisfy the
Quality Checks and are
of best quality
Turn customers into
brand advocates
No KPIs here No. of projects
reached
Avg. Ticket Size per
Project,
Product reviews, on
time delivery,
complaints per project
Retention rate, customer
satisfaction
Building Long-term
Relationships
Building Long-term
Relationships
Order fulfilment,
Quality, Time of
delivery
Warehousing, logistics,
supply chain and
distribution
Customer Service,
Feedback, Trust

7. Awareness Consideration Decision Delivery and Use Loyalty and Advocacy
CUSTOMER JOURNEY MAP (B2C)
Customer Stages
Customer Goals
Customer Activities
No goals here Best industrial
chemical company
distributor
Touchpoints
Business Goal
KPI
Organizational
Activities
Word of Mouth,
Online/Offline Ads
Evaluate alternatives Make an order Order delivered Order again, delighted
customer
Order without hassle Delivery of products
at the right time at the
right place
Good experience,
Reviews
Friends and relatives,
Social and Traditional
Media
Friends and relatives,
Social and Traditional
Media, Websites, FB
Pages
Phone Call, WhatsApp
Message, SMS, FB
Page
Delivery agent’s call,
SMS, Phone
Word of mouth, Social
Media, Review Sites
Increase awareness
and interest
Increase visitors, leads,
page visits
Increase customers’
frequency, delivery
and conversion rate
Products satisfy their
intended use
Turn customers into
brand advocates
No. of people reached New visitors on FB
Page, impressions
from advertisements
Conversion rate, Avg.
Sales Value per
Customer
Product reviews, on
time delivery,
complaints per
customer
Retention rate, customer
satisfaction, online
visibility
Marketing Marketing FB Page efficiency,
warehousing, logistics
Warehousing, logistics,
supply chain and
distribution
Customer Service,
Feedback, Trust

8. Digital Initiatives for B2C
Facebook Page and Campaign
• Establish a FB Page
• Meaningful campaigns and
advertisements via FB Campaign
Manager
• The page will attract small customers
who want to order from Udyog
• Become part of FB groups for
people with similar needs/interests
Run PPC adverts on Search Engine
• Use Google AdWords and Google
Keyword Planner to bid for medium
volume keywords
• Form content with Latent Semantic
Indexed Keywords (LSIK) taken
from an LSIK generator online
Other tools/websites
• Use websites like Wix to make a free
website and connect it to all social
media handles
• Analyze the finished website using
Neil Patel’s UberSuggest tool
• Traditional Media- Advertising in
local television channels

9. Tools Suggestions
We will use a free tool to
improve the existing processes
The tool is web based
• HubSpot
Here we have entered the
company details and have
selected options which
describe us the best.
This also takes into account
the existing knowledge of
CRM that the operator has.
As this is the first time, we
have set the mode to, “I have
never used a CRM before”

10. Tools Suggestions
• Can directly add
contacts and categorize
them under various
headers according to
the relationship
• The CRM software
also integrates with
Email, chat forms and
Facebook messenger.
• Hence, we can directly
manage conversations
from the CRM website
itself
• The search option can
be used to figure out a
particular clients
information
• The app is web based
and hence can be
accessed from
anywhere

11. Tools Suggestions
• Let’s you create
tickets to manage
grievances in a better
manner
• Will show the total
issues pending,
resolved , closed
Tickets

12. Roadmap for CRM implementation
Present
• The daily business of the company is
attributed to high valued low volume of B2B
and low valued high volume of B2C
• There is no CRM tool used by the company
currently
Future phase2
• After reaching the customer size
mentioned in the previous phase,
we recommend the company to use
the licensed version of HubSpot
CMS Hub tool to satisfy and
engage the huge customer base
developed.
Future phase1
• We recommend the company to use
free CRM tools for both B2B and
B2C customers until a large annual
B2C customer base builds up i.e.
around 10K
• The ROI should justify the
investment in any paid CRM
software
• For the time being, free web based
tools like HubSpot CRM can be
used to enhance the relationship
with the growing B2C clients