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CUSTOMER RELATIONSHIP MANAGEMENT
    Success of Corporate marketing programs is
                directly proportional to
    company’s ability to capture and analyze right data.

   Mass Marketing: most companies would decide on
    a marketing campaign based on someone’s
    interesting idea.

   Finding, entering, storing and tracking individual
    customer data was out of company’s capabilities
    and their budgets.
Identify the following:

 What competitors are doing?


 Who your target audience is?


 What price, product and promotion is going to deliver
  optimum business results?

 Which media will work best?
   What are the business objectives?

   Do you need to generate enquiries for an
    offline sales force to convert into customers?

   Does the website need to drive sales online
    directly?
   Competitor research is vital when planning a
    campaign.

   Interpreting their approach and
    benchmarking their performance is a great
    way of ensuring your campaign will surpass
    and work harder.
   Do you market towards a specific gender, age or occupation?

   What media does your target customer consume?

   Are they regular Facebook users, bloggers or YouTube users
    or do they surf the web visiting more traditional media
    websites?




                     Broadcast Yourself
   Mass Communication.




TELEVISION ADS   RADIO ADS
                               NEWSPAPER & MAGAZINE




    BILLBOARDS    MOBILE SMS
Online




                   E-NEWS LETTERS
         WEB ADVERTISMENTS
   Campaign events




               EVENT & RALLIES
   Volunteers:

   make sure a good portion of your volunteers
    are from your targeted groups and areas…

   people who volunteer on a campaign are
    more likely to tell their friends and neighbors.
   Identification of the prospect.
   Generation of the lead.
   Customer information capture.
   Distribution of leads to appropriate segments.
   Campaign planning.
   Campaign execution.
   Response Management.
   Refinement.
   Channel management.
KNOW: Understand
               market & customers


                                                  TARGET: Define
                                                  market strategies




SERVICE: Retain Customers, by
loyalty programs, Services etc.


                                    SELL: Acquire Customers
                                    Develop marketing programs
1. Define Objectives


2. Identify Customers


3. Define Communication Strategies


4. Designs / Improves products / Offers / Services / Promotions


5. Tests the impact on her decisions


6. Revises her decisions for maximum effectiveness.
India Airlines sent a letter to Mr. Sankar as follows:



Dear Mr.Sankar,

          During the past year, you purchased and flew our services departing
from Mumbai airport and we appreciate your business. To thank you, we would
like to give you an opportunity to earn free travel and save on United.

          To receive additional offers, join the Mileage Plus Email list by going
to http://email.mileageplus.com.
   To send this letter Indian Airlines had to determine the
    following information about Mr. Sankar:

     He was a customer.
     He had flew on Indian Airlines within last year.
     He was a Mileage Plus Member. (name of loyalty program)
     He flew frequently enough to merit the letter.
     He flew frequently from Mumbai airport.
   Identified him with a particular promotion(marketing
    campaign) that they thought would appeal him.

   Decided on the engagement media that IA thought would
    capture his attention.

   Using Opt-in principle, asked Mr. Sankar for his
    permission.(when they asked him to go to URL).
Presented by:



                Dhwani Haria   B(15)

                Minal Gedam    A(14)

                Sunita Palve   B(30)

                Vikram More    A(29)

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Campaign, management & planning

  • 2. Success of Corporate marketing programs is directly proportional to company’s ability to capture and analyze right data.  Mass Marketing: most companies would decide on a marketing campaign based on someone’s interesting idea.  Finding, entering, storing and tracking individual customer data was out of company’s capabilities and their budgets.
  • 3. Identify the following:  What competitors are doing?  Who your target audience is?  What price, product and promotion is going to deliver optimum business results?  Which media will work best?
  • 4. What are the business objectives?  Do you need to generate enquiries for an offline sales force to convert into customers?  Does the website need to drive sales online directly?
  • 5. Competitor research is vital when planning a campaign.  Interpreting their approach and benchmarking their performance is a great way of ensuring your campaign will surpass and work harder.
  • 6. Do you market towards a specific gender, age or occupation?  What media does your target customer consume?  Are they regular Facebook users, bloggers or YouTube users or do they surf the web visiting more traditional media websites? Broadcast Yourself
  • 7. Mass Communication. TELEVISION ADS RADIO ADS NEWSPAPER & MAGAZINE BILLBOARDS MOBILE SMS
  • 8. Online E-NEWS LETTERS WEB ADVERTISMENTS
  • 9. Campaign events EVENT & RALLIES
  • 10. Volunteers:  make sure a good portion of your volunteers are from your targeted groups and areas…  people who volunteer on a campaign are more likely to tell their friends and neighbors.
  • 11. Identification of the prospect.  Generation of the lead.  Customer information capture.  Distribution of leads to appropriate segments.  Campaign planning.  Campaign execution.  Response Management.  Refinement.  Channel management.
  • 12.
  • 13. KNOW: Understand market & customers TARGET: Define market strategies SERVICE: Retain Customers, by loyalty programs, Services etc. SELL: Acquire Customers Develop marketing programs
  • 14. 1. Define Objectives 2. Identify Customers 3. Define Communication Strategies 4. Designs / Improves products / Offers / Services / Promotions 5. Tests the impact on her decisions 6. Revises her decisions for maximum effectiveness.
  • 15.
  • 16. India Airlines sent a letter to Mr. Sankar as follows: Dear Mr.Sankar, During the past year, you purchased and flew our services departing from Mumbai airport and we appreciate your business. To thank you, we would like to give you an opportunity to earn free travel and save on United. To receive additional offers, join the Mileage Plus Email list by going to http://email.mileageplus.com.
  • 17. To send this letter Indian Airlines had to determine the following information about Mr. Sankar:  He was a customer.  He had flew on Indian Airlines within last year.  He was a Mileage Plus Member. (name of loyalty program)  He flew frequently enough to merit the letter.  He flew frequently from Mumbai airport.
  • 18. Identified him with a particular promotion(marketing campaign) that they thought would appeal him.  Decided on the engagement media that IA thought would capture his attention.  Using Opt-in principle, asked Mr. Sankar for his permission.(when they asked him to go to URL).
  • 19. Presented by: Dhwani Haria B(15) Minal Gedam A(14) Sunita Palve B(30) Vikram More A(29)