...MBA Consulting Project Customer Loyalty as a Function of Brand Penetration Growth Arguably, generating customer loyalty is a prerequisite for effective ad campaigns. Frederick Reichheld claimed in the 1980s that by increasing customer retention by 5%, profitability would increase from 25% to 85%. Since then, profitability has actually increased 25% to 100%. Subaru used a multi-platform marketing campaign which included online and offline elements as well as a customer relationship management scheme, with personalized direct communications According to Andrew Ehrenberg's "double jeopardy rule", small brands are said to be "doubly jeopardized" because they have fewer buyers who are less loyal to the brand, while large brands tend to "benefit twice" as a result of higher market penetration, increased buying frequency and customer loyalty. Brands looking to increase customer loyalty should focus on increasing penetration, since loyalty follows as a logical consequence of brand penetration ." Consumer loyalty can also be increased by creative marketing campaigns that generate buzz and stimulate word-of-mouth. As opposed to simply looking at attitudinal loyalty, it is important to observe price sensitivity as a measure of consumer commitment to a brand. Multi-media campaigns are an effective way to stimulate market share, thereby increasing brand loyalty. An important part of any marketing mix is the use of television advertising, which repeatedly demonstrates it's superiority...
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...STRATEGIC PLANNING Strategic planning is to a business what a map is to a road rally driver. It is a tool that defines the routes that when taken will lead to the most likely probability of getting from where the business is to where the owners or stakeholders want it to go. And like a road rally, strategic plans meet detours and obstacles that call for adapting and adjusting as the plan is implemented. Strategic planning is a process that brings to life the mission and vision of the enterprise. A strategic plan, well crafted and of value, is driven from the top down; considers the internal and external environment around the business; is the work of the managers of the business; and is communicated to all the business stakeholders, both inside and outside of the company. As a company grows and as the business environment becomes more complex the need for strategic planning becomes greater. There is a need for all people in the corporation to understand the direction and mission of the business. Companies consistently applying a disciplined approach to strategic planning are better prepared to evolve as the market changes and as different market segments require different needs for the products or services of the company. The benefit of the discipline that develops from the process of strategic planning, leads to improved communication. It facilitates effective decision-making, better selection of tactical options and leads to a higher probability of achieving the owners’ or stakeholders’...
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...MARKETING STRATEGY OF DOMINOS PIZZA SUBMITTED BY HEMANTA DAS ROLL- F-028 SUBMITTED TO PROF. AJAY PANDIT 1 COMPANY PROFILE DOMINO’S PIZZA Domino's Pizza is an international fast food pizza delivery corporation. It was founded by Tom Monaghan. There are currently about 8,500 corporate and franchised stores in 55 countries, including all 50 US states. It was the second-largest pizza chain behind Pizza Hut in the United States. In 1967, the first Domino's Pizza franchise store opened in Ypsilanti. Domino’s continued to grow and in 1978 opened its 200th store. On May 13, 1983, Domino's opened its first international store, in Winnipeg, Canada. That same year, Domino's opened its 1,000th store overall, and by 1995 Domino's had 1,000 international locations. In 1998, after 38 years of ownership, Domino's Pizza founder Tom Monaghan announced his retirement and sold 93 percent of the company to Bain Capital, Inc. for about $1 billion and ceased being involved in day-to-day operations of the company. A year later, the company named David A. Brandon Chairman and Chief Executive Officer. Involved in day-to-day operations of the company. A year later, the company named David A. Brandon Chairman and Chief Executive Officer. In a simultaneous celebration in 2006, Domino's opened its 5,000th U.S. store in Huntley, Illinois and its 3,000th international store in Panama City, making 8,000 total stores for the system. Also that the Domino's Pizza store in Tallaght, Dublin, Ireland, became...
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...Index: y y y y y y y y y y y y y Company profile Vision, mission and objectives Marketing strategies plans and tactics Product range Market segmentation Target market Positioning SWOT analysis PEST analysis 4 P¶s of marketing CRM and CPM at Reliance fresh Innovative approaches and new age marketing Recommendations and suggestions I have been given an assignment to develop various marketing aspects of a company on my own which is not more than 5 yrs old therefore the company I have selected is Reliance Fresh which was incorporated on 30th Oct 2006 Reliance fresh Company overview: Reliance Fresh is the convenience store format which forms part of the retail business of Reliance Industries of India which is headed by Mukesh Ambani. Reliance plans to invest in excess of Rs 25000 crores in the next 4 years in their retail division. The company already has in excess of 560 reliance fresh outlets across the country. These stores sell fresh fruits and vegetables, staples, groceries, fresh juice bars and dairy products. A typical Reliance Fresh store is approximately 3000-4000 square feet and caters to a catchment area of 2±3 km. Reliance Fresh was the first foray into retailing by the $25 billion behemoth known as Reliance Industries Limited. There were three basic reasons for Reliance Industries Limited (RIL) choosing foods and vegetables for entering into retailing First, it wanted to go after the very core of the great Indian retail Opportunity...
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...Table of Contents Introduction 2 Marketing Mix 3 Website Audit 6 Situational Analysis 9 PEST Analysis 12 Competitive Analysis 13 Segmentation 14 Targeting 16 Differentiation & Positioning 17 Communication Tools & Manufacturing Policy 18 Objectives 19 E-marketing Tactics (7 C’s) 20 E-Marketing Strategy 23 Action plan 25 Evaluation plan 26 References 28 Appendix 31 Task Allocation 32 Introduction Founded by Spanish retail group, Intidex, in mid-70, Zara is the flagship brand for the house. Zara is high-street fashion brand that is based on in terms of product quality, affordability, fashion trends and customer satisfaction. Zara's Unique Selling Proposition (USP) is to create or imitate the latest trends within a short two-week period. Intidex, (2010) High-fashion/low-cost brand message is really appreciated by customers all over the world. (Source: armschool.com) Marketing Mix The Marketing Mix, also known as the 4P’s of Marketing, is the combination of four elements: product, price, place, and promotion. (Hines & Bruce, Fashion Marketing) Product Zara produces high-fashion clothes for women, men, and children and sells it for the low cost. It has a rapid design changes. Zara offers more choices in more current fashions and it delivers merchandise to its stores twice a week. Small batch production leads to impulsive buying among customers and makes clothes scarcity. Shehzade, (2009) Zara is a remarkable for...
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...The concept and process of marketing The marketing concept is the viewpoint that trades should find out what the customers want and then make decisions to achieve those wants, better than the rivalry. Today most trades adopted the marketing concept, but this has not always been the situation. The process of doing so can be demonstrate in a sequence of stage: the situation is examined to categorise opportunities, the plan is expressed for a value scheme, planned decisions are mode, the strategy is implemented and the results are examined. http://us.123rf.com/400wm/400/400/dskdesign/dskdesign1207/dskdesign120700077/14652330-marketing-process-concept--segmentation--targeting--positioning--approaching.jpg Explanation of the various elements of the marketing process. Step 1 – swot analysis Step 2 – segmentation, targeting, positioning Step 3 – marketing mix Step 4 – implementation – go out there and sell your product no time to Step 5 – control Swot analysis An important part of the planning process is observing at the present position of the business and trying to choose how factors outside of the business might affect the business. Business do a SWOT examination as a way of determining which marketing strategy to use. The business does a review on the interior and exterior nature of the business looking at the current and upcoming condition. An audit is a review of all the business’ doings. Example of a business swot analysis KFC...
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...be knowledgeable about various elements of marketing process in order to demonstrate the understanding of marketing management. There are different elements of marketing process, such as marketing mix strategy, targeting strategy, market segmentation and product positioning. Market segmentation is used to identify the different segments of consumers with respect to different product lines (Kotler, 2008). Targeting strategy is used to recognize the target audience for the particular products. Product positioning is used to identify the region in which the products will compete within a market place. These different elements of marketing process are elaborated in this study in order to understand marketing management. Introduction Effective marketing strategies and marketing principles increase the core competency of an organization. UK is known for several leading fashion retail chains. Leading companies like Zara, Top Shop, Marks & Spencer, and Miss Sixty are the leading fashion retails in UK (Moore, Bruce and Birtwistle, 2012). The study will discuss about the marketing strategies of Marks & Spencer’s in order to accomplish the objective of the study. Marks & Spencer is one of the leading multinational fashion retail chains headquartered in London. In UK the organization operates with its 718...
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...By: Group 4 SYBMS 2011-12 KC College Acknowledgement We are highly obliged for seeking admission in the K.C.College. We also thank our respected principal Ms. Manju Nichani and our head of department Mr.Kailash Chandak. We are grateful to professor assistant MS. TONIA MEHRA for giving us the opportunity to present a project on Marketing Management. Group members Dev-9 Florence -12 Priyanka-27 Archi-36 Ayush-60 Nirali-65 Contents Company’s overview Product overview Marketing mix Swot analysis Competitor analysis Recommendation COMPANY’SOVERVIEW Hindustan Unilever Limited (HUL) is India's largest fast moving consumer goods company owned by the European company Unilever. The Anglo-Dutchcompany Unilever owns a 52% majority stake. HUL was formed in 1933 as Lever Brothers India Limited and came into being in 1956 as Hindustan Lever Limited through a merger of Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It is headquartered in Mumbai, Indiaand has employee strength of over 15,000 employees and contributes to indirect employment of over 52,000 people. The company was renamed in June 2007 as “Hindustan Unilever Limited”. Hindustan Unilever's distribution covers over 1 million retail outlets across India directly and its products are available in over 6.3 million outlets in the country, nearly 80% of all retail outlets in India. The company claims that two out of three Indians use its many home and personal care products...
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...focuses on promoting what you want to sell. In the production and selling orientations the company makes what it wants to make and tries to get the consumer to buy it. With the marketing orientation the company first figures out what people want to buy, then makes it, and then tells them about it. Market Oriented/ Market Orientation – see page 4. Means: Customer is focal point of company’s total operations Customer Focus Cross Functional Coordination Competitor Intelligence Result – superior performance Creating Value – must deliver benefits in excess of costs (value), the greater the excess the better. (Auto and college as examples) Note that we can’t do all things for all people: Thus: We use Segmentation and target marketing based on core competencies/distinctive capabilities Basically what we want to do is identify and target those markets and segments of markets where our /competencies/capabilities offer the most benefit compared to competition Desired distinctive capabilities will be applicable to multiple competitive situations, difficult to...
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...focuses on promoting what you want to sell. In the production and selling orientations the company makes what it wants to make and tries to get the consumer to buy it. With the marketing orientation the company first figures out what people want to buy, then makes it, and then tells them about it. Market Oriented/ Market Orientation – see page 4. Means: Customer is focal point of company’s total operations Customer Focus Cross Functional Coordination Competitor Intelligence Result – superior performance Creating Value – must deliver benefits in excess of costs (value), the greater the excess the better. (Auto and college as examples) Note that we can’t do all things for all people: Thus: We use Segmentation and target marketing based on core competencies/distinctive capabilities Basically what we want to do is identify and target those markets and segments of markets where our /competencies/capabilities offer the most benefit compared to competition Desired distinctive capabilities will be applicable to multiple competitive situations, difficult to...
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...quality and uniform products. Quality of shoes is the brand value of ECCO, shoes are guaranteed to lightness, softness, flexibility, durability, comfort and fit. ECCO shoes are designed for women, men and kids, they also further categorized into casual, formal, as well as sports line for golf, running, training and explore. Marketing Audit Marketing audit provides a complete review of marketing strategy and performance of a company. By using STEEPLE to analyze the external environment of ECCO, in terms of technology, ECCO has an opportunity in this area. Many ECCO’s shoes have applied Gore-Tex fabric, this fabric is waterproof and breathable to keep you dry and comfortable, preventing liquid from the outside to get to you on the inside. ECCO also innovated a special material called Hydromax Leather which is widely used in many ECCO’s shoes, it ensures that the shoes remain soft and breathable, feet stay dry even after repeated exposure to wet conditions. On...
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...most recognized brands in the world. FedEx located and oversaw in Memphis, Tennessee and formally start operations on seventeen April, 1973. Federal Express started by Frederick W. Smith. FedEx has designed a set of new and interesting solutions to facilities buyers of more than 220 states. FedEx Company offers strategic and logistical backing for an assortment of operational divisions, formerly referred as FedEx Services, FedEx Freight, FedEx Ground, and FedEx Express. These bodies compete all together under FedEx name, however work relatively independent. FedEx select for best corporation at ranking number 64 in Fortune 500 (Fortune, 2014). FedEx express frequently used for delivery of minute packages and documents. FedEx supply chain and trade network supply full accommodation for corporations using FedEx for worldwide exchange. FedEx ground is designed for vendors and individuals, who are shipping to residential areas. FedEx freight allows clients and organizations to transport bigger shipments on a less time-decline timetable also give quick door to door service. FedEx Services gives promoting, data innovation, arranging, and regulatory administrations for the umbrella of FedEx units with the aim of serving a bolster capacity to the income producing transportation and conveyance divisions. Company Objectives The FedEx Corporation is a courier services supplier. Its mission is to give better monetary returns for its invertors by giving high esteem included logistics, transportation...
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...uses made it so that they don’t have to focus on that aspect of that business which they couldn’t afford and instead focus on improving delivering solutions and systems to the customers. They also have a deal with their suppliers where they have their design engineers work with their the supplier agrees to meet 25% of our volume require displays, and because of the long-term commitment we make to them, we'll get our displays year in and year out, even when there's more demand than supply. The supplier effectively becomes our partner. They assign their engineers to our design team, and we start to treat them as if they were part of the company. For example, when we launch a new product, their engineers are stationed right in our plants. If a customer calls in with a problem, we'll stop shipping product while they fix design flaws in real time. 3. How does Dell work with its logistics service providers such as UPS and Airborne in this integration model? So now you have Sony producing a level supply of monitors for you. What happens next? We tell Airborne Express or UPS to come to Austin and pick up 10,000 computers a day and go over to the Sony factory in Mexico and pick up the corresponding number of monitors. Then...
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...Allah, the most beneficent & the Merciful.Firstly, we all likely to thank mighty Allah who provides us knowledge, energy & skillsto get opportunities & to increase our knowledge & experience by completing this project.Secondly, we especially thank to our instructor Ms. RAHEELA ZULFIQAR who guidesus at every step & every aspect of this report, so that’s competed successfully.Finally, thanking management of KFC, for providing us with helpful knowledge needed.After that we are able to complete this report with hard working & cooperation. EXECUTIVE SUMMARY In September 2007, Ms. RAHEELA ZULFIQAR assigned us a project. We are asked toexplain how our chosen product is being marketed, and how environmental factors, buying behavior, market segmentation, demographic trends, target market, positioningstrategies, marketing mix, market planning & brands are relevant to their particular product. Following a massive report, recommendations were completed & submitted on5 th of November, 2007.The information used in the analysis of KFC came from variety of resources, includingthe internet & different KFC’c outlets. The combination of these resources provides the basic for a valid current analysis of KFC.The major findings of KFC are as under KFC...
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...beneficent & the Merciful. Firstly, we all likely to thank mighty Allah who provides us knowledge, energy & skills to get opportunities & to increase our knowledge & experience by completing this project. Secondly, we especially thank to our instructor Ms. RAHEELA ZULFIQAR who guides us at every step & every aspect of this report, so that’s competed successfully. Finally, thanking management of KFC, for providing us with helpful knowledge needed. After that we are able to complete this report with hard working & cooperation. EXECUTIVE SUMMARY In September 2007, Ms. RAHEELA ZULFIQAR assigned us a project. We are asked to explain how our chosen product is being marketed, and how environmental factors, buying behavior, market segmentation, demographic trends, target market, positioning strategies, marketing mix, market planning & brands are relevant to their particular product. Following a massive report, recommendations were completed & submitted on 5th of November, 2007. The information used in the analysis of KFC came from variety of resources, including the internet & different KFC’c outlets. The combination of these resources provides the basic for a valid current analysis of KFC. The...
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