What are the pros and cons of database marketing
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The document discusses how customer relationship management (CRM) systems can be used to identify prospective customers, deepen loyalty among existing customers, and reactivate lapsed customers. However, it also notes some limitations, such as the high costs of building and maintaining CRM systems, not all customers wanting a relationship with a company, and assumptions of CRM not always being true. The document was created by a student during an internship to explore applications and limitations of CRM.
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We have varying maturity levels within our organization. I’d like to share our customer mobile story as a case study in CD/DevOps and continuous flow. I can also share where other teams are at and how we’ve approached the challenge.
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The document discusses research conducted for the Saxonville Italian Sausage brand to develop a national product line. It analyzes positioning the brand with emotional and functional benefits. Qualitative research was performed on demographics, psychographics, and consumer sessions. Concepts were developed and tested. Research showed family connection positioning resonated best but may face competition. The brand name "Saxonville Italy's Best" is recommended along with goals for R&D, pricing strategy, and marketing tactics like label changes, celebrity endorsements, and product displays.
Srujan dasari a2_q4
A company should initiate a price change when it has excess plant capacity and needs more business that can't be generated through other means. When initiating price cuts, companies should avoid traps like offering low quality, having a fragile market, or starting a price war. It is generally better for consumers if companies make small, regular price increases rather than sharp increases. Common causes for price increases include delayed quotation pricing, escalator clauses, reducing discounts, and unbundling pricing structures.
Srujan dasari a2_q3
This document discusses various pricing strategies and programs that a company can use to adapt prices based on changing circumstances and opportunities. It covers geographical pricing to account for location-based differences, forms of international trade involving bartering or offsets, the risks of overusing discounts, and types of promotional pricing like loss leaders, rebates, and financing. It also explains differential pricing approaches like discriminating prices for customer segments, product versions, channels, locations, seasons, or early vs. late purchases. The goal is to help companies set prices that meet varying needs.
Srujan dasari a2_q2
This document discusses various strategies and considerations for setting prices, including:
1. Companies first determine their pricing objective such as survival, maximum profit, market share, or quality leadership. They then estimate demand curves and price sensitivity.
2. Common pricing methods include markup pricing, target-return pricing, and perceived-value pricing. Companies also consider competitors' costs and prices.
3. In selecting the final price, companies evaluate the impact of other marketing activities, their own pricing policies, and how the price might affect other parties. Gaining customer loyalty through value pricing is also discussed.
Srujan dasari a2_q1
Consumers process and evaluate prices based on how they perceive them. Traditionally, consumers were seen as price-takers who accepted prices at face value, but they actually compare observed prices to internal reference prices and external benchmarks. Marketers try to frame prices to signal best value through techniques like EMIs. Consumers also use price as an indicator of quality, and some brands adopt premium pricing to justify exclusivity. Price endings like $299 instead of $300 make items seem less expensive to customers.
How should a company respond to a competitor's price change
This document discusses developing pricing strategies and programs in response to competitor price changes. It recommends that in homogeneous product markets, companies should enhance their augmented product or meet the price reduction. In non-homogeneous markets, companies should consider why the competitor changed price and if it is temporary or permanent, and how other firms and the company will be affected. The document also suggests differentiating products/services, introducing low-cost ventures, or reinventing as a low-cost player when facing low-cost competitors. Companies are advised to react decisively to competitor price changes within hours or days.
When should a company initiate a price change
This document discusses developing pricing strategies and programs. It covers when companies should initiate price changes, reasons for price cuts or increases, and potential risks and alternatives. Price cuts may be used to reduce excess capacity or dominate markets, but can trigger price wars or lose long-term customer loyalty. Price increases are often due to cost inflation or high demand. Companies can avoid raising prices by shrinking product amounts, substituting cheaper ingredients, reducing features or services, using less expensive packaging, or creating new economy brands.
How should a company adapt prices to meet varying circumstances and opportuni...
This document discusses various pricing strategies and programs that a company can use. It describes geographical pricing where a company prices its products differently in various locations. It also discusses various types of discounts and allowances like cash discounts, quantity discounts, and trade discounts. The document outlines promotional pricing strategies such as special event pricing, cash rebates, and low interest financing. It also explains psychological discounting by setting an artificially high price and then offering a discount, and differentiated pricing based on customers, products, locations, seasons, and customer segments.
How should a company set prices initially for products or services
The document outlines the 6 steps in developing pricing strategies and programs:
1. Selecting the pricing objective such as maximizing profits, market share, or product leadership.
2. Determining demand through analyzing price sensitivity and estimating demand curves.
3. Estimating costs such as fixed, variable, total, and average costs as well as learning curves.
4. Analyzing competitors' costs, prices, and potential price reactions.
5. Selecting a pricing method like markup pricing, target return pricing, perceived value pricing, or value pricing.
6. Selecting the final price after considering additional factors like marketing activities and company policies.
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How should a company respond to a competitor's price change
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- 1. Photo by shindoverse - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/8052628@N05 Created with Haiku Deck
- 2. Photo by Faculdade FIAP - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/46967924@N07 Created with Haiku Deck
- 3. Photo by justgrimes - Creative Commons Attribution-ShareAlike License https://www.flickr.com/photos/44718928@N00 Created with Haiku Deck
- 4. Identify prospects Decide which customer should get particular offer Deepen customer loyalty Reactivate customer loyalty Avoid serious customer mistakes
- 5. Photo by zubrow - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/58980484@N08 Created with Haiku Deck Situations non- conclusive of DBM Building & maintainance of DBM is high Not everyone in the company is customer oriented Not all customer want relation with company Assumption behind CRM may not always be true
- 7. • Created by Karan Bhatt, NIT Surat, during an internship by Prof. Sameer Mathur, IIM Lucknow. • www.IIMInternship.com