Marketing Trends and Marketing Trends and Developments in CRMDevelopments in CRM

A CBE Presentation by A CBE Presentation by

Hitesh Chadha & Ishita NavneetHitesh Chadha & Ishita Navneet

ASIAN PAINTS makes consumers experience ideal ASIAN PAINTS makes consumers experience ideal homeshomes

‘Har Ghar Kuchh Kehta Hai’‘Har Ghar Kuchh Kehta Hai’

Colours Talk.. They share stories, smiles and Colours Talk.. They share stories, smiles and silences. They converse with us every day. silences. They converse with us every day.

Starting with the first ray of light, peering out Starting with the first ray of light, peering out of a grey cloud. Slowly brightening a sleeping of a grey cloud. Slowly brightening a sleeping

world.world.

COLOR NEXT 2009COLOR NEXT 2009

ColourNext 09 is a celebration of colours born out of imagination and ColourNext 09 is a celebration of colours born out of imagination and research. It’s the outcome of a comprehensive trend mapping exercise research. It’s the outcome of a comprehensive trend mapping exercise conducted by Asian Paints across India, taking into account a variety of conducted by Asian Paints across India, taking into account a variety of factors like international trends, consumer insights and expert opinions. Join factors like international trends, consumer insights and expert opinions. Join us and experience the colours of tomorrow. us and experience the colours of tomorrow. 

http://www.asianpaints.com/colournext/

What is CRM?What is CRM?Putting your customer at the heart of the businessPutting your customer at the heart of the business

Focusing on having a 360- degree view of the customerFocusing on having a 360- degree view of the customer

Not about solving a technology problem but a process that aligns your business Not about solving a technology problem but a process that aligns your business around your customer’s needs.around your customer’s needs.

It should improve ROIIt should improve ROI

Goal is to move the customer from a transactional to an emotional relationshipGoal is to move the customer from a transactional to an emotional relationship

Given the uphill climb in today’s slowing markets the question that marketers need to Given the uphill climb in today’s slowing markets the question that marketers need to ask isask is

What does the customer seek?What does the customer seek?

Transparency, security, control, surety, comfort, simplicityTransparency, security, control, surety, comfort, simplicity

Focus to be on customer retention, loyalty and profitability than on acquisitionFocus to be on customer retention, loyalty and profitability than on acquisition

BRANDING PRESIDENCYBRANDING PRESIDENCY

It offered consistency of key themes, packaging It offered consistency of key themes, packaging and messaging: and messaging:

““This will not be easy, but we’ll get there This will not be easy, but we’ll get there together.” together.” 

TransparencyTransparency: "Things may get worse before : "Things may get worse before they get better”they get better”

Security/ControlSecurity/Control: "What Washington needs is : "What Washington needs is adult supervision"adult supervision"

SuretySurety: “We’ve got to provide a blood infusion : “We’ve got to provide a blood infusion right now, make sure that the patient is right now, make sure that the patient is stabilized”stabilized”

ComfortComfort: “As tough as times are right now, : “As tough as times are right now, they're nothing compared to what... the greatest they're nothing compared to what... the greatest generation went through..."generation went through..."

SimplicitySimplicity: “Yes we can”: “Yes we can”

Types of CRMTypes of CRM

It is practiced at different levels depending It is practiced at different levels depending on how you look at iton how you look at it

Customer-facing level- Operational CRMCustomer-facing level- Operational CRMOrganizational level- Collaborative CRMOrganizational level- Collaborative CRMFunctional level- Analytical CRMFunctional level- Analytical CRM

Case Study- Raymond Case Study- Raymond

The CRM implementation was called The CRM implementation was called “Premium Circle”.“Premium Circle”.

Customers using it are known as premium Customers using it are known as premium users and given a premium card. users and given a premium card.

It captured the color and design preferences It captured the color and design preferences of a particular age group.of a particular age group.

Why and why not customer buy a particular Why and why not customer buy a particular product.product.

Central repository of information.Central repository of information.

•The project helped evaluate customer The project helped evaluate customer choices to a large extent. choices to a large extent. •With the help of the software the product lines With the help of the software the product lines kept changing according to the customer kept changing according to the customer needs and patterns. needs and patterns. •The end result has been a satisfied customer. The end result has been a satisfied customer.

DevelopmentsDevelopments

Direct Mailing with webDirect Mailing with webPersonalized URLs- It takes the form of Personalized URLs- It takes the form of www.domainname.com/name

It directs customers to their own dynamic It directs customers to their own dynamic microsite containing the mailings, offers, products microsite containing the mailings, offers, products and services especially meant for them. and services especially meant for them.

Customers activity can be tracked giving Customers activity can be tracked giving companies information regarding customer companies information regarding customer appreciation of content. appreciation of content.

Company can improve the accuracy of offers and Company can improve the accuracy of offers and select more relevant content to be displayed. select more relevant content to be displayed.

•Consumers are clearly indicating that the Consumers are clearly indicating that the option to respond online, appropriate timing option to respond online, appropriate timing and accurate personalisation are very and accurate personalisation are very important to them and are the most important to them and are the most significant drivers of response and purchase significant drivers of response and purchase to direct mail campaigns.to direct mail campaigns.•These 3 factors are allowing marketers to These 3 factors are allowing marketers to use the most up-to-date online information use the most up-to-date online information on the consumer to be combined with rich on the consumer to be combined with rich offline datasets to create campaigns that offline datasets to create campaigns that make the right offer, to the right person, at make the right offer, to the right person, at the right time.the right time.

Loyalty ProgramsLoyalty Programs

A cost effective way for the businesses to start A cost effective way for the businesses to start tracking their customers shopping habits.tracking their customers shopping habits.

Key to new revenue growth. Key to new revenue growth.

Better retention rates and profit-per-customerBetter retention rates and profit-per-customer

For example without a loyalty card in food For example without a loyalty card in food stores, one has no clue about the size of the stores, one has no clue about the size of the inflow and outflow of new customers. inflow and outflow of new customers.

““Truly Loyal” consumers are 15 times more likely Truly Loyal” consumers are 15 times more likely than high-risk customers to increase spending than high-risk customers to increase spending with a particular store. with a particular store.

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Mobile MarketingMobile Marketing

•It unifies customer interaction and provides a It unifies customer interaction and provides a mechanism for tracking customer information. mechanism for tracking customer information. •An ideal mobile marketing campaign identifies An ideal mobile marketing campaign identifies target group within the customer base target group within the customer base according to selected criteria.according to selected criteria.•Alerts, retail offers and coupons are sent to the Alerts, retail offers and coupons are sent to the customers using SMS.customers using SMS.•American Idol Season 6 winner received 74 American Idol Season 6 winner received 74 million votes with 609 million votes casted million votes with 609 million votes casted overall for various candidates.overall for various candidates.

•Mobile scavenger hunt called “Recon” to promote Air Force Mobile scavenger hunt called “Recon” to promote Air Force –X mid limited edition shoe.–X mid limited edition shoe.•New York based “Sneakerheads” were targeted.New York based “Sneakerheads” were targeted.•They were invited to join the competition by submitting their They were invited to join the competition by submitting their mobile numbers for alerts and interactive game play.mobile numbers for alerts and interactive game play.•Recon participants received clues to find posters dispersed Recon participants received clues to find posters dispersed throughout the city in the form of SMS “missions.”throughout the city in the form of SMS “missions.”•Participants were awarded points based on how quickly Participants were awarded points based on how quickly they texted back a code posted at that location, as well as they texted back a code posted at that location, as well as how thoroughly they found and identified codes over a four-how thoroughly they found and identified codes over a four-day period.day period.•Nike received pre- release sales and excellent reviews in Nike received pre- release sales and excellent reviews in various marketing journals. various marketing journals.

Sales Automation- George Sales Automation- George Oakes LtdOakes Ltd

Automated order taking and availability of real time Automated order taking and availability of real time inventoryinventory information. information.

Customized search based on a specific dealer Customized search based on a specific dealer possible. possible.

A central database created on the server.A central database created on the server.

Improved service levels enhancing revenue Improved service levels enhancing revenue realization. realization.

Realization of improved market share for brands Realization of improved market share for brands handled by GOL in relation to competition offerings.handled by GOL in relation to competition offerings.

Improved margin realization and reduced inventory Improved margin realization and reduced inventory as a direct function of service levels.as a direct function of service levels.

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