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Case Study

Beauty options is a local, cosmetic company selling beauty products like mineral make-up and

herbal solutions to different skin and hair types. At the onset of their beauty business they

implemented CRM systems. While doing this they implemented regular Sales force automation,

campaign management, and call center systems. These systems offered advantages like handling

more calls per agent, running more marketing campaigns etc. Marketing campaigns were run on a

massive scale with different dimensions and in different cities of the country. These advantages

however were not able to produce more sales. Later on the company management was advised to

implement business intelligence software along with the aforesaid CRM systems. With the help of

business intelligence software, beauty options can now predict how individual customers behave,

revealing hidden patterns in sales data. Now customers can be grouped into different segments

according to similar behavior characteristics. It can further determine which products or services a

particular customer is more likely to buy thus assessing profitability of customers by comparing costs

incurred on each customer against the revenue that she generates. This enables beauty options to

point out the most profitable customers—the 20% of customers generating 80% of profits. At the

same time it tracks down customers who have the probability of being defected and also the

unprofitable customers who can be persuaded to buy less-expensive products. All this information

yet reaps further benefits to the organization in the shape of designing more refined marketing and

advertising campaigns targeted at specific customer segments. Different segments of customers were

approached with different messages and product options thereby matching customer needs with

available product options and promotional offers. More so, call centers were able to do cross-selling

or up-selling of the relevant products to targeted customers. Since the implementation of marketing

intelligence system, response rates of customers have increased, sales have increased and the costs of

marketing and advertising campaigns have decreased drastically.

After five years of successful implementation of marketing intelligence system the organization

assessed the factors that lead to customer loyalty among their well-chartered customer base. The

expectations of the customers were duly and consistently being fulfilled and sometimes the customers

have reported to be delighted by the unusual surprises of promotional offers offered by the company.

70% of the customers have emotional attachment with the images of the company. They identify with

the brand since the brand provides them ground for getting emotionally associated and affiliated with

the brand name. More important than this many customers have a record of trust with the brand name

and show their confidence that the stated brand promises will be fulfilled. Brand switching has also

been seen to be very little in the customers of beauty options and they prefer to opt for beauty options

instead of exploring and searching the market.

Requirements

Q. Identify at least three advantages of regular CRM systems. (3 marks)

Q. Analyze how beauty options brought changes in the way of doing business with their customers.

Provide at least seven different changes that were brought by beauty options.

(7 marks)

Q. Evaluate the effectiveness of the aforesaid changes in terms of customer loyalty among the wellchartered

customer base of Beauty options. Discuss at least five such measures of effectiveness. (5


marks) 

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Please Discuss here about this assignment.Thanks

koi upload karday solution plz

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idea solution

Assignment#2 Solution MKT610

Q. Identify at least three advantages of regular CRM systems. (3 marks)

The three benefits of CRM system in this case are

CRM focused on the relationship

 determined mutually satisfying goals between organization and customers

 produced positive feelings in the organization and the customers

 helped to make a profit to survive and grow

 customers want good service, a quality product and an acceptable price

Good CRM can influence both sets of conditions.

How CRM impacts on the organization

CRM had a major impact on an organization through:

 shifting the focus from product to customer

 streamlining the offer to what the customer requires, not want the organization

can make

 highlighting competencies required for an effective CRM process

Q. Analyze how beauty options brought changes in the way of doing business with their customers.

Provide at least seven different changes that were brought by beauty options.

(7 marks)

The seven benefits are

1. Beauty options can now predict how individual customers behave, revealing hidden patterns in

sales data.

2. Now customers can be grouped into different segments according to similar behavior

characteristics.

3. It can further determine which products or services a particular customer is more likely to buy thus

assessing profitability of customers by comparing costs incurred on each customer against the

revenue that she generates.

4. This enables beauty options to point out the most profitable customers—the 20% of customers

generating 80% of profits.

5. At the same time it tracks down customers who have the probability of being defected and also the

unprofitable customers who can be persuaded to buy less-expensive products.

6. Different segments of customers were approached with different messages and

product options thereby matching customer needs with available product options

and promotional offers.

7. All this information yet reaps further benefits to the organization in the shape of designing more

refined marketing and advertising campaigns targeted at specific customer segments.

Q. Evaluate the effectiveness of the aforesaid changes in terms of customer loyalty among the well

chartered customer base of Beauty options. Discuss at least five such measures of effectiveness. (5 marks)

1. The expectations of the customers were duly and consistently being fulfilled and

sometimes the customers have reported to be delighted by the unusual surprises of

promotional offers offered by the company.

2. 70% of the customers have emotional attachment with the images of the company.

3. They identify with the brand since the brand provides them ground for getting

emotionally associated and affiliated with the brand name.

4. More important than this many customers have a record of trust with the brand

name and show their confidence that the stated brand promises will be fulfilled.

5. Brand switching has also been seen to be very little in the customers of beauty

options and they prefer to opt for beauty options instead of exploring and

searching the market.

MKT610+Assignmet#2+Solution

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