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  • Level: GCSE
  • Subject: ICT
  • Word count: 7896

Development of a set of marketing recommendations, marketing mix campaign and customer care initiatives.

Extracts from this document...

Introduction

A report Development of a set of marketing recommendations, marketing mix campaign and customer care initiatives. 1 INTRODUCTION Following on from part this report will develop a set of marketing recommendations for Safeway, based on technologies and the Internet. Joanna Moon, the marketing Technology and Media requested this report as an assignment. The prime purpose of this report is to develop an appropriate marketing mix for Safeway and to discuss the impact of emerging technologies, as well as exploring other technological developments. Secondly, recommend with justification, which approach would or would not benefit Safeway in their marketing activities. Finally, this report will recommend a customer care programme for Safeway customers. This section will include the consideration of technology driven CRM. This report should give the reader an overview of emerging technologies in Supermarket sector and look at a new approach to customer care through technological driven CRM. This report will be carried out by using following research material such as: books, journals Internet, keynote reports, lecture notes, newspapers and other research materials at LMU. This report will be submitted to our Marketing Technology and Media tutor, and the submission date is 6th January 2003. 2 FINDINGS During this assignment, Whole of Safeway PLC will be concentrated. In this assignment the old traditional marketing mix model will be used which is: Source: (www.marketingteacher.com) 2.1 The Marketing Mix E. Jerome McCarthy first introduced the idea of Marketing Mix, it is considered as the 4P's, which are considered as essential part of marketing strategy. It is used as a tool to achieve many of marketing objectives. (Chaffey, 2000) The following diagram summarises the main elements of marketing mix and the key issues of how the mix is changed in the digital environment. Source: Adopted from (Smith and Chaffey 2002, p.34) The introduction of the Internet and other similar technologies provides new opportunities for the marketer to differ the marketing mix, so it is important for us as the marketers to consider what these are. ...read more.

Middle

This new technology is designed to make it easier for TV networks and producers to create iTV applications. The iTV digital technology allows television viewers to use remote controls to access interactive services, this allows the viewers to interact with advertisements. It will allow access to the Internet via the TV, Like the Internet this technology offers interactive means of doing business and offers the facility for placing advertising campaigns to its viewers. (Computer Weekly Journal by Thomas, 31st October 2002, pp.6) 3.2 M-Commerce In the high technological environment, many companies are showing interest in using mobile devices. There are some intangible benefits such as improved brand image and competitive advantage. According to Richard Clifford, m-commerce analyst says: ''In the case of mobile technology, the intangible benefits are just as important as the tangible ones. Businesses also need to adapt the way they measure the return on investment from mobile projects.'' (Computer Weekly Journal by Thomas, 22nd August 2002, pp.6) The awareness of mobile business has not really moved in the past years, among the consumers there is still great deal of misunderstanding and confusion, even about important matters such as solution benefits, the probable costs and likely delivery channels. Mobile services need to be publicised to a much great extent. In the foreseeable future companies will see the increase use of mobile devices, as a tool for promotion, M-commerce will be ideally suited to the supermarket sector. (Computer Weekly Journal by Thomas, 22nd August 2002, pp.6) 3.3 TV Ads aimed at SMS In the Guardian online, October 17th (2002), talks about the TV ads which are exclusively aimed at text messengers. This is another marketing technology, which is considered to be effective particularly among the teenage groups. Now we have text messenging (or SMS) used in TV ads, SMS makes TV ads more interactive. In Ocftober 2002 the first UK television ad with SMS as the only direct response mechanism was broadcast. ...read more.

Conclusion

In order for Safeway to cross its products they must use sales history of their customers, this will increase customer loyalty. (Business Intelligence and Retailing Article 2002, p.4) There are two CRM strategies that are primarily included: * Operational CRM: Automating interaction with customers and sales force, and * Analytical CRM: Sophisticated analysis of the customer data generated by operational CRM and sources like POS transactions, web site transaction, and third party data providers. Here business intelligence tools are used. (Business Intelligence and Retailing Article 2002, p.3) The Internet has become powerful channel for many retailers, Safeway could use this to find customer's browsing behaviour, purchasing patterns, likes and dislikes. Web log analysis includes: * Site Navigation: Suggests the typical route followed by the users, while searching the site. Businesses can find the most popular pages visited, this could help business to provide solutions in their sites, which are more user friendly. * Error Analysis The errors encountered by the user navigating the site. This can help solving the errors and make customer browsing experience more pleasurable. With online marketing, sellers can create an element of personalisation with each individual, by using cookie files and other technologies to track customer browsing behaviour. From their create a marketing plan tailored to that consumers pattern by showing items of their interest, offering some kind of discounts that appeal to what they value, or offering services that will attract them back to the site. These behaviours are observable over the Internet. (Turban 2002, p.107) Innovative Web related such as personalised Web Pages, FAQ pages tracking tools, email and automated responses, help desks and Call centres are all important customer service tools which organisations can adopt, they also help to improve CRM. (Turban 2002, p. 140) All of these factors can lead Safeway or other organisation to improve their CRM strategies and understand their customers better in order to provide suitable solutions, which are tailored to their needs. (Business Intelligence and Retailing Article 2002, p.6) ...read more.

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