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The tailoring route: Delivering Fitting Solutions (Relationship Marketing)


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Relationship Marketing Through The Tailoring Route.

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The tailoring route: Delivering Fitting Solutions (Relationship Marketing)

  1. 1. The Tailoring Route:Delivering Fitting Solutions Akash C.Mathapati Akash C.Mathapati
  2. 2.  Sumitomo Forestry Co, Ltd  System generates an order form a& assigns, customers project to a construction team that will quickly make that design into reality Levi Strauss & Co  Levi’s turned to high point chemical (Vendor) a north carolina based manufacturing of fabric and garment processing and finishing agents Akash C.Mathapati
  3. 3. Providing A Perfect Fit Tailoring solutions are overtaking the market place Unlike their competitors, they create, cut & convert their goods and services to fit each customers specific needs Rest of the companies do the opposite Akash C.Mathapati
  4. 4. Providing the right product at the right time:1st Model of Tailoring Auto Zone offer diagnostic tests, parts & repairs advice to DIY car owners It’s a vehicular version of Home Depot It makes product selection, not selectivity, a virtue Autozone possesses unmatched eagerness to serve its customers well Every Autozone store carries a selection of parts that matches the vehicles that dominate the market in its location Akash C.Mathapati
  5. 5.  It stores an electronic records of its customers 1200 outlets has instant access to customer DB It ensure that customers get exactly what and everything, they need at a great price Akash C.Mathapati
  6. 6. Zeppelin Primary German distributor of Caterpillar Road Working equipments Max’s customer efficiency by minimizing disruptive breakdowns and mechanical failure It has mastered the art of anticipating It handles some 100,000 parts for more than 6,000 customers Zeppelin has built a detailed database of the Cat machines its customers – mostly small & Mid sized contractors Akash C.Mathapati
  7. 7.  Zeppelin’s central parts distribution system handles 3 times the vol it did 20 years ago It delivers 98 % of its orders within 24 hours Autozone & Zeppelin know their customers so well & they have carefully aligned their businesses to their customers specific needs Not every company manages inventories of an autozone or zeppelin scale Akash C.Mathapati
  8. 8. Craft customer made solutions:2nd Model of Tailoring 1993 private label jeans such as The Gap’s own brand began to erode the denim jeans market for the first time Competing with Levi’s Levi’s CSSC (Customer Service Supply Chain) Co is tailoring its service, literally Sonoco Products Company  a global provider of a variety of consumer packaging, industrial products, protective packaging and packaging supply chain services  approximately $5 billion, the Company has more than 19,000 employees working in 340 operations in 34 countries, serving some of the worlds best known brands in some 85 nations. Akash C.Mathapati
  9. 9. Embellish The Core Product Since its founding 1920, Pitney Bowes has dominated the postage meter market Entered facsimile business in 1982 Focused on high end solutions designed to meet the unique needs of fortune 1000 & Mid size Co’s 47% in corporate fax market Recognizing that major co’s need technology to respond to the individual needs of its users Akash C.Mathapati
  10. 10. Build Solutions from the Ground Up Tailoring is not easy Degrémont  A French water treatment co with purification plants in more than 70 countries.  Water treatment. Sewage treatment, industrial effluence cleanups  early 70 and 80 a string of successes followed including Design and Construction of Water Treatment Plant at Bhandup Mumbai, which was then Asia’s largest  since then and has to its credit more than 150 major installations across the country. Akash C.Mathapati
  11. 11. Take Customers Problem Away:3rd Model of Tailoring Value Proposition in this model “We’ll do it all for you” Baxter International’s tailoring for Massachusetts General Hospital Seton Medical Center in Daly City, California, saved almost $400,000 over two years Roadway Logistics Systems (ROLS) now know as Caliber Logistics, Inc “Brains” Business – design & manage integrated distribution systems for its customers Akash C.Mathapati
  12. 12.  Automotive plants – caliber logistics advanced computer system oversees and manages receipts of more than 1,400 parts from 300 suppliers Caliber Logistics VP Sales & Marketing  Views the ideal relationship between suppliers and customers as “a close, ongoing collaboration. There’s got to be mutual respect & a sharing of responsibilities” Provides avenues to expand & experiment with new tailoring Consider Outsourcing Akash C.Mathapati
  13. 13. The Coaching Route:Guide Your Customers Toward Better Results Akash C.Mathapati
  14. 14. Bring Out The Product’s Full Benefits:1st Model of Coaching Companies deal with underutilized products / under exploited market  Arms and Hammer Coaching companies educate its customers About potential and previously unexploited use of its products Increases product’s value and boosts sales Another variety of coaching is providing manuals and instructional materials Akash C.Mathapati
  15. 15.  Home Depot – Professionally trained, highly experienced salespeople SKF – Swedish manufacturer On job training to help customers optimize performance of SKF products Akash C.Mathapati
  16. 16. The Product Isn’t the Problem Akash C.Mathapati
  17. 17.  s/w HR information Management Start up services and ongoing support Ceridian Customers buy the product and the assurance, that they’ll know how to use every facet of it What’s holding other companies back ? Intense concentration on building superior products Coach with Outsider’s Assistance Akash C.Mathapati
  18. 18. Shape Up the Customer’s Usage Process2nd Model Levi’s Strauss & Co and High Point Chemicals tailoring efforts to create a variation on the stonewashed look It up to retailers to promote and sell the New product If retailers aren’t reaching end customers they will suffer and ultimately the manufacturers LeviLink (installed electronic data interchange network) Connects mfg division of the company with POS merchants Akash C.Mathapati
  19. 19. Become the customer’s Trusted Advisor Staple National Advantage (SNA), a division of staples For reshaping its customers procurement processes 19995, SNA had 125 customer, 90% committed to purchase $ 1 million annually Staples prices are highly competitive SNA changes customers process:  Scattershot buying to national approach  Switch from paper based to electronic ordering process  SNA trains its customers to stop purchasing for inventory Akash C.Mathapati
  20. 20.  Explore new ways of operating Sell Productivity, Not Products Akash C.Mathapati
  21. 21. Break New Ground With The Customer:3rd Model Delaware-based MBNA Corporation is a bank holding company. It is the parent company of MBNA America Bank, N.A., the third largest issuer of credit cards in the world and the top issuer of affinity credit cards, issued in cooperation with professional associations, charitable organizations, and recreational groups. Principal Competitors: BANK ONE Corporation; Chase Manhattan Corporation; Citigroup Inc. Now know as Bank of Amercia Akash C.Mathapati
  22. 22.  Sierra Club (US largest & Most influential grassroots environmental Organization) Markets through 5000 professional Organizations, sports leagues, retailers & National society of professional engineers Cott Corporation Canada Akash C.Mathapati
  23. 23.  Lic and Axis Bank Came together for new credit card The Tata Group in association with SBI Card launched credit cards Akash C.Mathapati