Realizing Kodak’s Relationship Marketing Vision QUICKSCAN Results.ppt
《Realizing Kodak’s Relationship Marketing Vision QUICKSCAN Results.ppt》由会员分享,可在线阅读,更多相关《Realizing Kodak’s Relationship Marketing Vision QUICKSCAN Results.ppt(62页珍藏版)》请在三一文库上搜索。
1、,Realizing Kodaks Relationship Marketing Vision: QUICKSCAN Results,December 16, 1998,Todays Agenda,Introduction & Credentials The Strategic Role of Relationship Marketing OgilvyOnes Approach: Customer Ownership Relationship Marketing Development Curve Best Practices: Core Competencies and Requiremen
2、ts Key Observations from QuickScan Results Next Steps & Options,Credentials: OgilvyOne Strengths,Fresh approach to Customer Marketing Deep understanding of your Brand Seamless integration Unrivaled Creative reputation Worlds strongest, most experienced direct marketing network,Worlds Strongest and M
3、ost Experienced Direct Network,Worldwide: 1,521 employees, 89 offices, 43 countries, $1.2 Billion in billings* North America: 425 staff, 7 offices, $486 Million in billings* New York (HQ): 300+ staff, $342 Million in billings*,* 1998 estimated billings,Seamless Integration,Information Mgmt.,Media,Og
4、ilvyOne Interactive,OgilvyOne Hispana,Directory Advertising,Strategic Services,Production,Account Mgmt.,Creative,Direct Design,Client,Within Brand Teams Between Disciplines Among Offices,Customer Ownership Clients,GTE Ford Petersons Five Brothers American Express IBM ADP Ryder Pacific Bell,The Strat
5、egic Role of Relationship Marketing,Database Marketing: The Nexus of Strategic Development,The Power of Information,Focus on Customer,The Marketing Database,Relationship Management 1:1 Marketing,Not All Customers are Created Equal Or Generate the Same Amount of Value,Does the 80/20 Rule apply to Kod
6、aks business? Where is your marketing investment being spent?,Profit Matrix Analysis: An Example,% of Customers,Profit Per Customer,% of Revenue,$2,345,$420,$150,15%,40%,25%,1%,11%,54%,Super High Value,High Value,Medium Value,Low value,34%,$10,20%,Despite the diversity of direct marketing applicatio
7、ns they all have a common pre-requisite.,The Role of Direct Marketing/ Relationship Management,Develop a cost effective dialogue with individuals rather than mass groups Deliver advertising messages, propositions and brand values at a personal level Employ tools to call consumers to action Change or
8、 modify attitudes and behavior Be test driven - no huge acts of faith Be uniquely accountable, ie. Be evaluated by response, sales and positive attitudinal shift,Differential Marketing Strategy,Switch,Monitor,Retain,Upgrade,Loyalty,Value,Low,High,High,Marketing Tasks Identify individuals Understand
9、their behavior and current/potential value Build relationships Engineer demand Refine the relationship marketing process based on past results,Role of a Database Collection & management Analysis Utilization - Selections from database to target qualified and quantified opportunities Evaluation of res
10、ults,Database Relationship Marketing,The Role of a Database in the Relationship Marketing Process,The database is the principle means by which these processes are managed and integrated to form the “engine” of successful relationship management,This is not “one off” selling. It is a long-term commit
11、ment to developing profitable relationships & sustained sales over time.,Summary: The Strategic Role of Relationship Marketing,Develop a clear actionable understanding of your customers behavior, motivation and value Harness this understanding to develop a dialogue with customers which is: Relevant
12、Timely Focused on quantified and qualified opportunities Test alternative communication strategies, evaluate results, achieve continuous improvement and measure the return on your investment over time Thereby, build profitable relationships with your customers,Kodaks Future Vision for Relationship M
13、arketing,Create knowledge of all professional photographers and labs regarding their current value, potential value, loyalty, and promotional responsiveness. Access the data quickly for marketing purposes. Invest more time and resources in high value customers. Establish best practice for industry r
14、elationship marketing. Address each customer in the medium which is most effective with them, be it direct sales, direct mail, teleservices, internet, etc.,Kodaks Future Vision for Relationship Marketing,Create a learning environment that tracks marketing activity and allows for continual improvemen
15、t testing. Ultimately, we wish to help develop a marketing landscape monitor that every member of the brand team and Kodak can utilize to make informed decisions,Customer Ownership,OgilvyOnes Approach - Customer Ownership,Customer Ownership,Customer has more value to Kodak,Kodak has more value to Cu
16、stomer,Mission : Growing our clients customer equity in volume, value, and goodwill,OgilvyOnes Approach - Customer Ownership,OgilvyOne has established a disciplined approach for assisting organizations in understanding the economics of existing consumer relationships within the context of their cate
17、gory spend. This approach, that we call Customer Ownership, begins with a QuickScan, which is a combination of internal interviews and data analysis. The QuickScan phase is a period of discovery that enables research-driven strategy development.,Ownership Planning,Communications Model,Delivery,Learn
18、ing,Readiness State,Gap Closing Strategy,Vehicle Creation,Marketing Infrastructure,Customer Value Creation,OgilvyOnes Approach: Customer Ownership,QuickScan,Customer Ownership - Fill the Gaps,Prospect,Market,Customer,Cross-Sell,Retention Gap,Sales Gap,Acquisition Gap,Suspect,Best Practices Benchmark
19、s,Marketing Development Curve,Sales & Response,Customer Profitability,Value Optimization,Stage 1 Product Focused,Stage 2 Customer Focused,Stage 3 Relationship Focused,Where is Kodak Professional on this curve?,Walmart American Express Federal Express,BMG Music Club LL Bean J.Crew,Proctor & Gamble Co
20、lgate,Marketing,Analytics,Database,Organization,Toolset,Product,M,A,O,T,D,Customer,M,A,O,T,D,Relationship,M,A,O,T,D,Consolidated view of transactions,Customer view, contact & response history,Entire relationship across all points of contact,Stage 1 Product Focused,Stage 2 Customer Focused,Stage 3 Re
21、lationship Focused,Database,Query and reporting tool,Data mining and campaign mgmt,Integration & auto- mation for high data volumes & complex analyses,Toolset,Reporting,Identification, Segmentation, Prediction & Campaign,Value Optimization,Analytics,Products and Events,Customer Lifestage,Behavior Dr
22、iven,Marketing,Small group of champions with unilateral skill,Cross-department synergy with DBM understanding,Customer-centric Business Model,Organization,Core Competencies,Best Practices Benchmarks: 8 Key Findings,1. Relationship Marketing = Relationship Management 2. A uniform view of ingredients
23、for success in RM Program: Culture and management support; Resource allocation both personnel Program structure Internet 3. RM exemplars are those companies with transactional interaction with customers. These firms have moved beyond just communication and are transacting with their customers throug
24、h relationship marketing.,Best Practices Benchmarks: 8 Key Findings,4. All firms report significant ROI or share of wallet gains over time, far in excess of what would have been realized without the adoption of RM 5. A robust marketing database serving sometimes hundreds of end-users, is of primary
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- Realizing Kodaks Relationship Marketing Vision QUICKSCAN Results Kodak
链接地址:https://www.31doc.com/p-4337209.html