141Sercon has bagged the CRM business of VLCC, which aims to build brand value for its clients through interactive campaigns to build customer loyalty. This is the first time that VLCC is undertaking a project on this scale to understand its customer needs. The size of the business is in the region of Rs 10 crore.
Equus Red Cell handles the creative duties for both VLCC Healthcare and Personal Care products.
Harmeet Pental, CEO, VLCC Personal Care & Group Marketing Officer, said, “As India’s largest health and beauty brand, we enjoy the confidence of over a million customers in India and the Middle East. This motivates us to continuously enrich our services for our clients. We have plans for launch of a pan-India CRM programme to enhance customer experience across all our centres. To implement this initiative, we have selected 141Sercon because of its impressive track record in this field.”
Neeraj Kapoor, AVP, 141Sercon, said, “This account will give us the opportunity to strategise and redefine the communication parameters for VLCC with its customers. We will be formulating various campaigns based on research inputs collected from all the 140 VLCC centres. Our passion has always been to alter the manner in which marketing solutions are provided and the same approach would be adopted in our CRM initiative.”
The CRM programme will first include feasibility and ground research based on the data collected from the VLCC centres spread across 70 cities. The research will be progressed by the identification of marketing tools and software that will assist 141Sercon to centralise and manage the collected data.
“VLCC is one of the leading brands in the country in the beauty and lifestyle segment and has been experiencing phenomenal growth. In our business, ideas make live connections with consumers. I believe that the more challenging the environment, the more innovative, impactful and actively engaging the ideas must be. Designing and implementing campaigns for an established brand is very challenging and we are glad to be associated with such a challenge,” said Vijay Singh, Managing Director, 141Sercon.