Case Study 6

1
Case Study 6

• Relationship Marketing

2
Company Overview

• Operates in the Consumer Packaged Goods industry
• Dominantly B2B industry
• There a large competition in this area due to
• Product being the same
• Cost
• Small number of customers but large profits
  possible
• Two large competition companies
• Both have had large upgrades recently to their
  design and manufacturing technologies

3

• How they get by
• Cutting manufacturing costs
• Investing in technology that creates efficient
  manufacturing
• Company 6 is concerned that their loyal customers
  might want to try their competitors new
  technology and want to switch.
• Visible opportunity
• Customers do have specialized needs for their
  product depending on brand

4

• Current position
• Survey results suggest that customers are more
  satisfied with the competition rather than
  company 6.
• The results also suggest that the customers are
  more loyal to their competition than they are to
  company 6.
• If they continue what they are doing they will
  either get the same results or more than likely,
  they will be going down hill.
• The problem
• They are lacking loyal existing customers with no
  switching

5

• Company 6 solution to the problem
• They want to provide an array of customized
  design services more than the competition.
• These design services are at no cost to the
  customer
• Relationship marketing

6
E-Business Marketing Goal or Strategy

• Develop an online portal
• Contains the top three services preferred by the
  customer
• Online, real-time collaborative design tools
• Real-time project status including delivery
  schedules
• Online research applicable to its business
• Seven more features will be added in the future
  for the employees requests
• This leads us to the pyramid model

7
Pyramid Model
technology
8
Pyramid Explanation

• Internal Marketing (enabling promise)
• Employees have information about the company
  thats relevant to them.
• Employees helped design the Webpage so that it
  was efficient

9

• External Marketing (setting promise)
• Customers have information about the company
  thats relevant to them.
• Marketing mix of Product and customer solution,
  price and cost, promotion and communication,
  place and convenience, people, process, and
  physical evidence.

10

• Interactive Marketing (delivering promise)
• Employees have information about the customer to
  better serve them
• Customers have good service provided to them
• Technical The webpage content, navigation, ease
  of use, quick loading time, and delivering the
  service promised.
• Functional pop-up surveys on the website for
  employees and customers. Database will compile
  the data and increase service accordingly.

11
Primary Stakeholders

• Service-profit chain

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• Service-profit chain relies on the employees and
  customers interacting in a mutually beneficial
  relationship.

13
Relationships

• customer loyalty drives profit and growth
• customer satisfaction drives customer loyalty
• value drives customer satisfaction
• employee productivity drives value
• employee loyalty drives productivity
• employee satisfaction drives loyalty
• internal quality drives employee satisfaction
• top management leadership underlies the chains
  success

14
Value Bubble

• Four stages of the value bubble that will be
  used
• Engaging
• Retaining
• Learning
• Relating

15
Value Bubble Technologies

• The webpage was using very simple technologies
  (bad)
• Gifs
• HTML
• JavaScript
• Embedded e-mail
• Image mapping
• Frame sets in HTML
• Three links were hidden in a collage picture that
  was put in the page (oops)
• Products
• Packaging
• 100 percent Recycled Paperboard

16
Attracting

• No attracting was intentionally done to complete
  the goal
• They did however use standard HTML metatags to
  attract customers
• Description should include misspelled words and
  terms not just the products sold

17
Engaging

• They included inline links
• This allows anyone reading the page to click on a
  word to bring them to a definition or a page that
  sells that product.
• The problem with this is that there is no back
  button when you click the inline link.
• Location map
• This allows anyone to click on a portion of the
  map to see the locations of all of company 6
  manufacturing locations

18
Retaining

• It has a well organized base of information.
• With the frames it makes it fairly easy to get
  around.
• Problem is that frames are dead
• Has an up-to-date news link
• Problem is that it requires you to call or e-mail
  someone to get more information on the new
  product.

19
Learning

• The company failed to implement the survey on the
  web site and never collected any data from the
  customers.
• Dynamic site configuration was wanted, but never
  implemented

20
Relating

• Without knowing your individual customers there
  is no way to relate to the customers
  individually.
• Everyone that goes to the page sees the same
  thing every time.