We’ve segmented the market based primarily on purchasing habits and a customers relationship to lorden and secondarily by age. During our research we found that a customers relationship to Lorden is more important in segmentation than simply demographics alone. You will see how these two work together throughout our campaign.
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Many people stick with their current oil provider unless they are particularly dissatisfied with service, price, and/or other variables. Lorden customers often started using the company based on word of mouth from their neighbors and contractors when they have moved into the area. We found it important to be proactive in having customers start with Lorden so that they will stick with the company as their indoor climate provider. Lorden will be setting up a “New to the Neighboorhood” plan. Through relationships with contractors and independent research, Lorden will send a gift packet to their new neighbors that includes general helpful information about their town and promotional offers to incentivise customers to sign up with Lorden. <number>
We want to improve our internal communications because, although our customers are satisfied with our service, some expressed concern that communication between employees (i.e. servicemen and office workers) was weak. In order to improve our customer service and continue to build relationships with our clients, we feel it is necessary to strengthen the relationships within the Lorden Company family. <number>