CaseStudy.co.in» Consumer Behaviour

Managing Customer Loyalty through Direct Marketing

admin — Tue, 15 Jun 2010 14:06:10 +0000

LF is active in three markets: Property & casualty insurance, pension and banking. The main objective for such a strategy is to differentiate by offering all the services to the customer who can enjoy the benefits of having their whole personal economy at one place. LF’s market requires great customer loyalty as the high fixed costs of acquiring a new customer does not make the customer profitable until several years later. If the company then can achieve excellent customer loyalty, there are great reasons to invest in this field. Direct marketing is a method known to be focusing on long term aspects by establishing a relationship which increases the customer loyalty.
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case study on customer loyalty in insurance sector

Consumer perceptions on the incorporation of established brands : The acquisition of Body Shop by L’Oréal

maddy — Fri, 11 Jun 2010 04:47:06 +0000

This thesis aims at investigating consumers’ perceptions on the incorporation of an established brand and how the general attitude and buying behaviour is altered in the course of an acquisition. The combination of two or more brands in a newly formed conglomerate implies a combination of values, principles and associations that might affect a company’s appeal. Therefore, underlying reasons for M&As will be elaborated upon as well as branding concepts based on brand image, loyalty and reputation in order to bridge the two theoretical areas with a case study. The acquisition of Body Shop International by L’Oréal represents the practical case, which will be analysed in reference to consumers’ reactions towards it. Quantitative consumer questionnaires will be conducted in order to collect representative data on consumers’ perceptions and associations of the brand Body Shop. Moreover, an expert interview with a Body Shop representative will be executed in order to add the company’s perspective. By analysing the results of the questionnaire, the thesis reveals an observable trend towards a correlation of the awareness of the acquisition and a negative shift in customer perception. The buying behaviour is however not found to be influenced by the combination of the two firms. In conclusion, it can be stated that the need for pre-acquisition analysis regarding strategic fit and compatibility of values and associations is assured. The study clearly identifies that brand dilution is a possible threat for established brands and implies the risk of lost credibility and loyalty.
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Marketing Strategies by PearlPet

newuser — Mon, 29 Mar 2010 10:59:37 +0000

Pearlpet is a highly successful brand. So successful that the brand has become generic to the category. This is a brand that transformed the Indian kitchenware market. I still remember times where my mother used to store those curry powders in the Horlicks Glass bottles. Now a look the row of plastic containers in the kitchen speaks about the change that this brand has made to the Indian households…click here to refer the marketing strategy of Peralpet

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Re-branding Case Study : Skoda

newuser — Mon, 15 Mar 2010 19:03:22 +0000

The re-branding of Skoda provides a useful case study of the challenges faced by brands wishing to reposition themselves. Critics of the Skoda would be surprised to hear the Skoda is now one of the fastest-growing car brands in the UK motor industry. The Czech car company boosted its sales in the UK in 2001 by 24% as opposed to the average market growth of 10.7%. This built on growth of 34% in 2000.

How has this been achieved?..click here to read the re-branding story

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Stick with It : The Band-Aid Case Study

newuser — Tue, 09 Feb 2010 16:25:21 +0000

Band-Aid has been iconic brand in India and indeed has always been a favorite of moms and kids. This makes it all the more important for Band-Aid to stay relevant and develop communications programs that are uniquely “own-able” by the company. Steps in – Ogilvy PR to develop a communications platform that would contemporize the brand without abandoning its core equity…click here to read ahead

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Creating a Brand Value

newuser — Sat, 06 Feb 2010 06:26:42 +0000

A very interesting read dicussing the creation of a Brand Value with an Indian perspective. It says that the most important change in India has been the demographic one. By this time, almost all know that we are a nation with a very young population. Brand owners or creators have to invest more time, effort and money in trying to forecast impending changes in consumer behavior and expectation…click here to read ahead

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Strategic Marketing : success story of Bajaj Fans

newuser — Sat, 06 Feb 2010 05:55:19 +0000

Bajaj is beyond doubt one of the giants in the business. The case study covers one of the verticals of this corporate i.e. the electrical fan segment. The vision was to make Bajaj Fans a leading player in the fans market in India, by understanding and effectively meeting the consumers stated and unstated needs, so as to achieve a sustained competitive advantage, while pursuing the path of profitable growth for the Fans BU and its brands…click here to read ahead

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Britannia Redefined

newuser — Mon, 18 Jan 2010 11:51:36 +0000

Sometime in 1997, Britannia Industries Limited, whose business was sailing accross really well, instead of concentrating on it, took the initiative to reinvent itself. It built a new corporate identity and adopted a colourful and identifiable logo with a new base line - ‘Eat Healthy, Think better.’ From being a manufacturer of baked products, BIL kicked off a diversification exercise to become a comprehensive foods and beverages company making cheese and other dairy products, in addition to its bakery products…click here to read ahead

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The Indian Consumer : The new approach

newuser — Thu, 03 Dec 2009 18:14:01 +0000

India has the youngest population profile amongst the numerically significant countries – there are a lot young people, in different income segments and locations who are influencing their parents’ spending, or pending their own money. Consumer in the Indian Market has not only accquired the power to buy more but slowly and steadily becoming more n more demanding that means they are very concerned to have the best value for their money. A true sense of the whole new emerging economy…click here to read ahead

[youtube]www.youtube.com/watch?v=pZ28dd_USNg[/youtube]

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The Apple iPhone: Successes and Challenges for the Mobile Industry

Mehul — Fri, 13 Nov 2009 02:30:11 +0000

The survey showed that most iPhone users are relatively youthful technophiles; half are under age 30, and a third of them even carry more than one mobile phone. This group of customers is great for launching a product, but there aren’t enough of them to create sustained growth. The biggest question about the future of the iPhone is whether Apple can reach beyond the early adopters to generate substantial amounts of mainstream demand for the iPhone. Apple has a history of doing that successfully with products like the iPod, but that was much more narrowly focused on a single usage — it was a mobile appliance rather than a mobile computer. The iPhone’s multiple features make it very appealing to technophiles, but potentially confusing to mainstream customers. The history of the mobile industry is littered with products that sold well at first but then fizzled out. Although the iPhone’s future looks very promising today, its long-term success is not guaranteed…click for details