Scribd
Upload
6 views

Marketing Principles 1

Principles of marketing assignment

Uploaded by

Ume Habiba
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
6 views

Marketing Principles 1

Principles of marketing assignment

Uploaded by

Ume Habiba
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 8

Assignment 1

Submitted by : Asfa Nadeem


Roll number :58
Submitted to: Khadeeja Sabbir
Course Title : Principles of Marketing
Programme : BBA Banking and Finance
Building the Right Relationship with the Right
Customers

Butterfly True friend

Strangers Barnacles
Butterflies
Customers with high potential value, but currently generating moderate
revenue, with low loyalty.
Fit: Moderate fit, with potential for growth.
Loyalty and Profitability: Low to moderate
Company’s Strategy:

- Nurture and develop relationships


- Personalized marketing and loyalty programs
- Targeted promotions and engagement
- Build trust and loyalty through excellent customer service
Examples

1)Organization: Gul Ahmed (Clothing)


Customer: Ayesha
Fit: Ayesha buys from Gul Ahmed occasionally (e.g., Eid collections).
Loyalty/Profitability: Ayesha is not loyal, but buys high-margin products.
Strategy: Gul Ahmed offers Ayesha personalized marketing, loyalty
programs, and exclusive discounts.
2)Organization: Daraz
Customer: Hira
Fit: Hira buys from Daraz occasionally(e.g sales event)
Loyalty/Profitability: Hira is not loyal, but buys high-margin products.
Strategy: Daraz offers Hira personalized marketing and loyalty programs.
True friends
Customers who are highly loyal, profitable, and have a strong relationship with
the brand.
Fit: Perfect fit
Loyalty and Profitability: High
Company’s Strategy:

- Retain and grow relationships


- Personalized service
- Exclusive rewards and benefits
- Priority access to new products/services
- Feedback and engagement

Examples
1)iPhone (Apple)
Customer: Ali
- Buys new iPhones regularly (every 2-3 years)
- Refers friends and family to Apple
- Participates in Apple’s loyalty programs
Strategy:
- Exclusive Apple Store access
- Priority customer support
- Free Apple Care+ services
- Early access to new iPhone models

2)J. Fragrance
Customer: Ayesha
- Buys J. Fragrance perfumes regularly (every 6-12 months)
- Recommends J. Fragrance to others

- Participates in J. Fragrance’s loyalty program


Strategy:
- Exclusive access to new fragrances
- Free gift wrapping and sampling
- Priority service at J. Fragrance stores
- Special invitations to perfume launch events

Strangers
Customers who have no established relationship with the brand, making
occasional or one-time purchase
Fit: Poor fit
Loyalty and Profitability: Low

Company’s Strategy:
- Build awareness
- Create interest
- Encourage first purchase
- Gather data for future engagement

Examples
1) Organization: Outfitters (Clothing)
Customer: Anas (non-customer)
Fit: Anas has never bought from Outfitters.
Loyalty/Profitability: Anas is not loyal and generates no revenue.
Strategy: Outfitters uses targeted marketing to attract Anas

2)Borjan
Customer: Haris
-Purchased shoes 6 months ago, no repeat purchase
-No engagement with Borjan online
-No referrals
Strategy:

- Social media campaigns highlighting new arrivals


- Email newsletters with exclusive offers
- In-store promotions and events
- Loyalty program membership encouragement

Barnacles
Barnacles are customers who:
. Consistently purchase from the company.
. Spend a significant amount.

. Engage frequently (e.g., social media, customer support).


. However, they also:
. Complain frequently.
. Return/ exchange products often.
. Negotiate prices aggressively.
Fit: Poor fit
Loyalty and Profitability:
Loyalty: High (consistent purchases)

Profitability: Low (due to complaints, returns, and price negotiations)


Company’s Strategy:
. Identify root causes of complaints.
. Address and resolve issues promptly.
. Offer personalized solutions.
. Implement loyalty programs with incentives.

. Train staff to handle difficult customers.


. Monitor and limit price negotiations.
. Consider segmenting Barnacles into separate customer groups
Examples
1)Organization: Daraz (E-commerce)

Customer: Ayesha
- Orders frequently (every 2-3 weeks)
- Frequently contacts customer support (5-6 times in 3 months)
- Complaints about delivery delays and product quality
- Requests waivers or discounts on orders

2)Luscious Cosmetics
Customer :Amna (high spending, frequent purchases, but negotiates prices
and requests free gifts)
Strategy:
- Dedicated customer support agent
- Proactive communication about delivery updates
- Quality assurance checks
- Flexible return/exchange policies

You might also like