Nigerian bottling company is one of the leading soft drink company in Nigeria.The company has tried to make sure that it doesnt have ethical problem with his customers.But some ethical issues happened some years back which will be discussed here.
NIGERIA BOTTLING COMPANY ETHICAL PROBLEM
1.POLLUTION:Nigeria bottling company was onced accused that there production technique is not enviromental friendly,that is causes pollution which might affect peoples life.
2.ADVERTISEMENT:Accusation was onced loged against Nigeria Bottling company that a particular advertisement made by NBC is really changing the mentality of young children
3.PRICING:The customers once made an allegation that the rate at which Nigeria Bottling company is incresing the price of their products is too rampant.
SOLUTIONS TO NIGERIA BOTTLING COMPANY ETHICAL PROBLEM
The management board of Nigerian Bottling Company sat down and think of the ways to combat the ethical problems.They adjust a community friendly production process,so that limited gasses were emited into the enviroment.
As regard advertisement and pricing,what they did was to call for a press confrence and explain things to their customers.Adjustments were made on the advert.which the public complained of.
Nigeria Bottling company makes sure that their products and production processes do not cause harm,they also have some principles which the the staffs are obligated to do,so as to have a smooth relationship with the customers.
Listed below are the ethical principles of the company;
1.The company avoid using defective, addictive and inherently dangerous products for the production of their products.
2.The company also ensure that there production techniques are not harmful to the enviroment i.e less pollution and emmit less carbon.
3.The company is very trustful,because they know that customer wants to transact business with people they trust.
4.They try their best to meet obligation,regardless of the circumstances, do everything in their power to gain the trust of past customer's and clients, particularly if something has gone awry.
5.The management keep an open mind to new ideas that will continue to solidify the existing relationship between theri customers.
6.Involved in community-related issues and activities, thereby demonstrating that the business is a responsible community contributor.
7.Treat others with the utmost of respect. Regardless of differences, positions, titles, ages, or other types of distinctions, always treat others with professional respect and courtesy.
8.The company also complies with the rules and regulation that has to do with competitors,marketing,advertisement etc.
Nigeria Bottling Company had been paying careful attention to the points listed above,and it has tailored the operation process on creating value for money
Reference:QAMT 6 teaching/lecture material
Classical Approach to marketing by Adeleye O.A.
www.quickmba.com
Wednesday, April 7, 2010
Wednesday, March 17, 2010
SERVICE MARKETING
Service marketing can de define as an activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything.
Nigerian Bottling Company offers little services,which are servicing of cars,painting of cars and training ambitious students who wants to become automobile technicians in the future.
CLASSIFICTION OF SERVICES IN RELATION TO NIGERIA BOTTLING COMPANY BUSINESS
Services of Nigerian Bottling company are classified under the following headings:
1.Education services:training ambitious students who wants to become automobile technicians in the future.
2.Transport services:Assit people to move their goods or products from one place to another.
3.Enginnering services:Assist people to service and paint their cars in the automobile workshop.
TANGIBLE AND INTANGIBLE
Service are intangible because they cannot be seen e.g IT services,barbing etc,while tangible goods are those that can be seen and touch e.g jewelries,cloths etc.
In the case of Nigerian Bottling Company most of their products are physical goods i.e they can be touch,seen and felt,but the services which this company do are not seen,the customers cannot touch them.
EXTENDED MARKETING MIX FOR SERVICES
PLACE:It is the avenue or mechanism through which goods and/or services are moved from the manufacturer/ service provider to the user or consumer.
PRICE:This is the amount which the customer pays for the services.
PRODUCTS:This are intangible in case of services.
PROMOTION:This includes all of the tools available to the marketer for 'marketing communication.
PEOPLE:Recruiting the right staff and training them appropriately in the delivery of their service is essential if the organisation wants to obtain a form of competitive advantage.
PHYSICAL EVIDENCE:Physical evidence allows the customer to make judegement on the services.The customers must see the machines or tools physically so as to be convinced about the services.
PROCESS:It can be said to be the systems used to assist the organisation in delivering the service.
QUALITY PERCEPTION PROCESS
Process is an element of service that sees the customer experiencing an organisation's offering. It's best viewed as something that customers participates in at different points in time.
In the case of Nigerian Bottling Company,the company delivers quality services through the elements of marketing mix-people,process and physical evidence.
Feedback or responce are taken and adjustment are made,Customers are retained,and The process itself are tailored to the needs of different customers, experiencing a similar service at the same time.
CRITERIA OF A GOOD QUALITY SERVICES
1.PROFESSIONALISM:Customers are convinced that the service provider has the required skill to carry out the service.
2CONCERN:Customer has to believe that the service provider is genuinely interest in solving their problem.
3.RELIABILITY:Customers rely on the agreement reached by the service provider,that the service provider will try his best on the agreement.
4.FLEXIBILITY AND ACCESSIBILITY:Customer believe that it is easy to get access to the service.
5.SERVICE SPACE:Customers believe that the enviroment where the service is taking place has a sort of positive impact on the company.
6.SERVICE RECOVERY:The customer has utmost faith that whenever anything goes wrong,the service provider will take necessary action in that direction and give alternative in some cases.
7.CREDIBILITY:Customers believe that the service provider is a trustworthy person and he gives a correct value for money.
Nigerian Bottling Company offers little services,which are servicing of cars,painting of cars and training ambitious students who wants to become automobile technicians in the future.
CLASSIFICTION OF SERVICES IN RELATION TO NIGERIA BOTTLING COMPANY BUSINESS
Services of Nigerian Bottling company are classified under the following headings:
1.Education services:training ambitious students who wants to become automobile technicians in the future.
2.Transport services:Assit people to move their goods or products from one place to another.
3.Enginnering services:Assist people to service and paint their cars in the automobile workshop.
TANGIBLE AND INTANGIBLE
Service are intangible because they cannot be seen e.g IT services,barbing etc,while tangible goods are those that can be seen and touch e.g jewelries,cloths etc.
In the case of Nigerian Bottling Company most of their products are physical goods i.e they can be touch,seen and felt,but the services which this company do are not seen,the customers cannot touch them.
EXTENDED MARKETING MIX FOR SERVICES
PLACE:It is the avenue or mechanism through which goods and/or services are moved from the manufacturer/ service provider to the user or consumer.
PRICE:This is the amount which the customer pays for the services.
PRODUCTS:This are intangible in case of services.
PROMOTION:This includes all of the tools available to the marketer for 'marketing communication.
PEOPLE:Recruiting the right staff and training them appropriately in the delivery of their service is essential if the organisation wants to obtain a form of competitive advantage.
PHYSICAL EVIDENCE:Physical evidence allows the customer to make judegement on the services.The customers must see the machines or tools physically so as to be convinced about the services.
PROCESS:It can be said to be the systems used to assist the organisation in delivering the service.
QUALITY PERCEPTION PROCESS
Process is an element of service that sees the customer experiencing an organisation's offering. It's best viewed as something that customers participates in at different points in time.
In the case of Nigerian Bottling Company,the company delivers quality services through the elements of marketing mix-people,process and physical evidence.
Feedback or responce are taken and adjustment are made,Customers are retained,and The process itself are tailored to the needs of different customers, experiencing a similar service at the same time.
CRITERIA OF A GOOD QUALITY SERVICES
1.PROFESSIONALISM:Customers are convinced that the service provider has the required skill to carry out the service.
2CONCERN:Customer has to believe that the service provider is genuinely interest in solving their problem.
3.RELIABILITY:Customers rely on the agreement reached by the service provider,that the service provider will try his best on the agreement.
4.FLEXIBILITY AND ACCESSIBILITY:Customer believe that it is easy to get access to the service.
5.SERVICE SPACE:Customers believe that the enviroment where the service is taking place has a sort of positive impact on the company.
6.SERVICE RECOVERY:The customer has utmost faith that whenever anything goes wrong,the service provider will take necessary action in that direction and give alternative in some cases.
7.CREDIBILITY:Customers believe that the service provider is a trustworthy person and he gives a correct value for money.
Wednesday, February 24, 2010
LOYALTY MARKETING
Loyalty marketing can be define as the management process of identifying best customers and utilizing customer data and insight to create,retain and grow profitable relationship.
PRINCIPLE OF LOYALTY MARKETING (NIGERIAN BOTTLING COMPANY)
1.DIALOGUE MARKETING:The company ensures that there is an effective communication between them and their customers,They make sure that messages are delivered on time to right customers.
2.CUSTOMER BENEFICIARY PROGRAMMES:The company also make sure that they engage in programmes that will be beneficial to the customers,looking it from the customers perspective,examples of such programmes include,after sales services,giving the customers technical advice on their products,discounts,bonuses organising end of the year for their customers etc.
3.TRACKING CUSTOMER BEHAVIOUR:This involves using of a marketing database or any other means to observe customer spending,complains,orders etc.
4.MEASUREMENT:This is the comparisation in performance between the customer retetion data and loyal programme objectives.
FORMS OF LOYALTY MARKETING
Using Nigeria bottling company company as a case study,the company uses loyalty marketing based on discount and loyalty marketing based on relations.
BENEFITS THE CUSTOMER GETS ON THE FORM OF LOYAL MARKETING
1.Reduction in price on a number of goods bought.
2.After sale service,without money some of their customer can get products from the company.
3.The customers also get special bonusses and offers.
4.The customers get special attention and respect from the company.
5.They send greeting cards and birthday messages to their customers.
6.The company also educate their customers through seminars.
PROFITABILITY MEASUREMENT
The company measures profitability using the datase marking,because every transaction are entered into the datase,so its very easy to measure the profitability
PRINCIPLE OF LOYALTY MARKETING (NIGERIAN BOTTLING COMPANY)
1.DIALOGUE MARKETING:The company ensures that there is an effective communication between them and their customers,They make sure that messages are delivered on time to right customers.
2.CUSTOMER BENEFICIARY PROGRAMMES:The company also make sure that they engage in programmes that will be beneficial to the customers,looking it from the customers perspective,examples of such programmes include,after sales services,giving the customers technical advice on their products,discounts,bonuses organising end of the year for their customers etc.
3.TRACKING CUSTOMER BEHAVIOUR:This involves using of a marketing database or any other means to observe customer spending,complains,orders etc.
4.MEASUREMENT:This is the comparisation in performance between the customer retetion data and loyal programme objectives.
FORMS OF LOYALTY MARKETING
Using Nigeria bottling company company as a case study,the company uses loyalty marketing based on discount and loyalty marketing based on relations.
BENEFITS THE CUSTOMER GETS ON THE FORM OF LOYAL MARKETING
1.Reduction in price on a number of goods bought.
2.After sale service,without money some of their customer can get products from the company.
3.The customers also get special bonusses and offers.
4.The customers get special attention and respect from the company.
5.They send greeting cards and birthday messages to their customers.
6.The company also educate their customers through seminars.
PROFITABILITY MEASUREMENT
The company measures profitability using the datase marking,because every transaction are entered into the datase,so its very easy to measure the profitability
Monday, February 22, 2010
CUSTOMER DATABASES
Using Nigeria bottling company as a case study,the type of customer database they use is the Database Marketing,they decided to use this type of database because of the fact that successful database marketing looks at the transactions from the customer’s point of view rather than the company’s.
Aside from this the company is also planing to build a quality customer loyalty and profits is through creative marketing strategies using customized communications based on a database.Another reason why the company is employing this type of database is because of its special feature:The focus of database marketing is the development and testing of various marketing strategies .
The company also beleive that for them to be sucessful in winning and retaining customers you should concentrate on customer marketing strategy based on a customer marketing database.
HOW NIGERIAN BOTTLING COMPANY STORES INFORMATION IN THEIR DATABSE
The database of the company has been designed in a way that it is interconnected all over Nigeria.Whenever a sale is made,the sales manager make sure he or she ask some questions from the customers,which are entered directly in the company database and references are made to it when the company need them.
The marketing department in each plant do a sort of periodically checking on this database and analysis and conclusion are made,so it makes it easier to know how the customers are doing,whether there is increase in sales or not,the number of complaint made,improvements on the products etc.It is with the periodic checking,analysis and conlusion of the database that the company knows the customers who they are to retentain,customers who need to trained,how to increase their customer acquisition ect.
Customers are made happier when the customers give them feedback on an issue,treat their complain with caution and take them along with their complains.The company also send them greeting cards on their birthdays,they also wish them well during festive period.
Aside from this the company is also planing to build a quality customer loyalty and profits is through creative marketing strategies using customized communications based on a database.Another reason why the company is employing this type of database is because of its special feature:The focus of database marketing is the development and testing of various marketing strategies .
The company also beleive that for them to be sucessful in winning and retaining customers you should concentrate on customer marketing strategy based on a customer marketing database.
HOW NIGERIAN BOTTLING COMPANY STORES INFORMATION IN THEIR DATABSE
The database of the company has been designed in a way that it is interconnected all over Nigeria.Whenever a sale is made,the sales manager make sure he or she ask some questions from the customers,which are entered directly in the company database and references are made to it when the company need them.
The marketing department in each plant do a sort of periodically checking on this database and analysis and conclusion are made,so it makes it easier to know how the customers are doing,whether there is increase in sales or not,the number of complaint made,improvements on the products etc.It is with the periodic checking,analysis and conlusion of the database that the company knows the customers who they are to retentain,customers who need to trained,how to increase their customer acquisition ect.
Customers are made happier when the customers give them feedback on an issue,treat their complain with caution and take them along with their complains.The company also send them greeting cards on their birthdays,they also wish them well during festive period.
Saturday, February 20, 2010
CUSTOMER RELATIONSHIP MARKETING
Using Nigerian Bottling Company as a reference,the customer relationship marketing is a practice that encompasses all marketing activities directed toward establishing, developing, and maintaining successful customer relationships. The main purpose of Nigerian Bottling company's customer relationship marketing is to focus on developing long-term relationships and improving corporate performance through customer loyalty and customer retention.
PRINCIPLE OF CRM
1.Know the potential customers:Nigerian Bottling company where able to know their potential customer through a good market segmentation.What's the potential customers' problem? What they are looking for? - What kind of business they are involved in? - How they want their problem to be solved?.
By knowing what the customers' wants and needs,NBC had been able to successfully grow their business and are totally customer-oriented. They have tailored their marketing and advertising strategies to appeal to the tastes and interests of market.
2.Show your expertise:The company had shown complete and clear knowledge to their potential customers.They have been able to prove to their targed market that they are the leader in the industry and customer has definately follow them.
3.TRUST:Trust is a vital step to building long-time relationship,and one of the ways the company has established it is through a good dialogue.This dialogue usually starts as soon as the customers submit information along with their email addresses.
4.FOLLOW-UP:The company has been following up what they discussed during the dialogue.The main purpose of follow up is to remain visible to the customer so, when the need arise and your prospect wants to make a purchase, your product will be the first one the customer thinks of.
5.GOOD CUSTOMER SERVICE:Good customer service is another way the company has been establishing a cordial relationship with their customers.Answering their request politely and within 24 hrs.The company treat the customers in a polite way.
6.EDUCATING THE CUSTOMER:The company has been educating their customers with manuals, frequently asked question (FAQ) web page, articles, etc. to help them learn how to use your product or service perfectly.
7.SELLING QUALITY PRODUCT:The company make sure that they sell quality products that have value, plus offer a guarantee and stand behind it.
APPLYING COMPETITIVE TOOLS(5P's) TO CREATE AND MAINTAIN CUSTOMER RELATIONSHIP
1.PRODUCT:The company must make sure that the product they are producing meet their customers need and are of higher quality.The company also take note of packaging,waranties etc.
2.PRICE:The company make sure that quality comes with value i.e they make sure that their customers are satisfied with the price they paid for the product.There is also be flexibility in the price of their products.
3.PLACE:Nigeria Bottling company make sure their products are very near to their customers,they can acheive this by opening selling outlets,good transportation system,etc
4.PROMOTION:The company embark on a quality advertising,a good publicity programme,salespromotions etc.That is the more reason why allmost everybody in Nigeria is aware of all their products.
5.PHYSICAL EVIDENCE:The company has been able to convince their customers by showing them evidences from the company itself,evidences include machinery,a trained staff etc.
This is how Nigeria Bottling Company has been making use of the competitive tools listed above,to maintain and retain most of their customers.
COMPETITIVE POSITION
Competitive positioning can be define as a way in which a company differentiate its products and create value for its market.
It’s about carving out a spot in the competitive market and focusing its company to deliver on that strategy. A good strategy includes the following;
1.Market profile: size, competitors, stage of growth
2.Customer segments: groups of prospects with similar wants & needs
3.Competitive analysis: strengths, weaknesses, opportunities and threats in the market
4.Positioning strategy: how you’ll position your offering to focus on opportunities in the market
5.Value proposition: the type of value you’ll deliver to the market.
UTILIZING COMPETITIVE TOOLS IN DIFFERENT SITUATIONS TAKING ACCOUNT OF THE NATIONAL AND INTERNATIONAL BUSINESS ENVIRONMENT AND THE BASIC PRINCIPLES OF NATIONAL ECONOMY
In the case of Nigerian Bottling Company,they make sure that the price of their products are relatively affordable in relation to the quality and price of their competitors.They have also been doing a lot of advertisement of their products mainly during football competitions,because it is during football competition that most Nigerians stayed glued to their television screen.They also made use of the good communication network in Nigeria to make their products available to their customers when they need or ordered for the products.
Due to the wage demand in Nigeria,the company now goes to neighbouring West African Countries for labour because the labourer in Nigeria are demanding high wage.
The company now uses sea transportation for bring in raw materials into the country,due to increase in price of aeroplane,moerso the port autority has been resusitated by the federal government of Nigeria.
MARKETING TOOLS FOR STRONGER CUSTOMER BONDING
The markrting tools used by Nigeria Bottling company for a quality customer bonding include;Awareness, Identity, Relationship, Community and Advocacy.
Awareness:This is the level where the company gain the all-important "share-of-mind" required to move its product ahead of their competitor's in the mind of prospects(customers).
Identity:the prospect or customer forms a closer bond with either the products of Nigeria Bottling company or the company itself.Interest,desire and action may all be encompassed as he or she identifies your product or service with fulfilling high-level needs such as belonging, status and even self-fulfillment.
Relationship:A closer relationship involves a direct exchange of benefits that may go beyond delivery of the NBC's basic product.The company recognises each of their customers as individuals and offer products in relation to their needs.
Community: When customers feel a communal bond with the product, service or organization, it has become integral to their life and lifestyle and they eagerly interact with others who are likewise involved.
Advocacy:Some selected customers become advocates for NBC's products,the company's candidate or cause,that is how the company achieved a relationship of great closeness and trust champions.
KNOWING THE SATISFACTION OF CUSTOMER
Customer satisfaction can be said to be the extent to which customers are happy with the products and services provided by a business.
Gaining high levels of customer satisfaction is very important to a business because satisfied customers are most likely to be loyal and to make repeat orders and to use a wide range of services offered by a business.
NBC uses the the method listed below to the level their customers are satisfied with their products;
1.Telephone survey by the company.
2.Sales department and outlets ask for feedback in what appears to be in an informal way, but has some structure. A different facet each month.?
3.Customer returns for re-stocking. Why are the products returned?.
5.Complaints. What do you call a complaint? If it is in writing? If the customer says it is a complaint?
6.Lost and new customers.Wheather they are gaing or loosing customers is another way NBC use to determine customer satisfaction?
7.After sales follow up calls..
8.Nigeria Bottling company also use Benchmarking, but can be difficult get confidential information their competitors publicly stated performance objectives and how do you compare? Next day delivery, call out times, returns policy, complaints handling, etc
9.Market research and other peoples market research that is in the public domain
PRINCIPLE OF CRM
1.Know the potential customers:Nigerian Bottling company where able to know their potential customer through a good market segmentation.What's the potential customers' problem? What they are looking for? - What kind of business they are involved in? - How they want their problem to be solved?.
By knowing what the customers' wants and needs,NBC had been able to successfully grow their business and are totally customer-oriented. They have tailored their marketing and advertising strategies to appeal to the tastes and interests of market.
2.Show your expertise:The company had shown complete and clear knowledge to their potential customers.They have been able to prove to their targed market that they are the leader in the industry and customer has definately follow them.
3.TRUST:Trust is a vital step to building long-time relationship,and one of the ways the company has established it is through a good dialogue.This dialogue usually starts as soon as the customers submit information along with their email addresses.
4.FOLLOW-UP:The company has been following up what they discussed during the dialogue.The main purpose of follow up is to remain visible to the customer so, when the need arise and your prospect wants to make a purchase, your product will be the first one the customer thinks of.
5.GOOD CUSTOMER SERVICE:Good customer service is another way the company has been establishing a cordial relationship with their customers.Answering their request politely and within 24 hrs.The company treat the customers in a polite way.
6.EDUCATING THE CUSTOMER:The company has been educating their customers with manuals, frequently asked question (FAQ) web page, articles, etc. to help them learn how to use your product or service perfectly.
7.SELLING QUALITY PRODUCT:The company make sure that they sell quality products that have value, plus offer a guarantee and stand behind it.
APPLYING COMPETITIVE TOOLS(5P's) TO CREATE AND MAINTAIN CUSTOMER RELATIONSHIP
1.PRODUCT:The company must make sure that the product they are producing meet their customers need and are of higher quality.The company also take note of packaging,waranties etc.
2.PRICE:The company make sure that quality comes with value i.e they make sure that their customers are satisfied with the price they paid for the product.There is also be flexibility in the price of their products.
3.PLACE:Nigeria Bottling company make sure their products are very near to their customers,they can acheive this by opening selling outlets,good transportation system,etc
4.PROMOTION:The company embark on a quality advertising,a good publicity programme,salespromotions etc.That is the more reason why allmost everybody in Nigeria is aware of all their products.
5.PHYSICAL EVIDENCE:The company has been able to convince their customers by showing them evidences from the company itself,evidences include machinery,a trained staff etc.
This is how Nigeria Bottling Company has been making use of the competitive tools listed above,to maintain and retain most of their customers.
COMPETITIVE POSITION
Competitive positioning can be define as a way in which a company differentiate its products and create value for its market.
It’s about carving out a spot in the competitive market and focusing its company to deliver on that strategy. A good strategy includes the following;
1.Market profile: size, competitors, stage of growth
2.Customer segments: groups of prospects with similar wants & needs
3.Competitive analysis: strengths, weaknesses, opportunities and threats in the market
4.Positioning strategy: how you’ll position your offering to focus on opportunities in the market
5.Value proposition: the type of value you’ll deliver to the market.
UTILIZING COMPETITIVE TOOLS IN DIFFERENT SITUATIONS TAKING ACCOUNT OF THE NATIONAL AND INTERNATIONAL BUSINESS ENVIRONMENT AND THE BASIC PRINCIPLES OF NATIONAL ECONOMY
In the case of Nigerian Bottling Company,they make sure that the price of their products are relatively affordable in relation to the quality and price of their competitors.They have also been doing a lot of advertisement of their products mainly during football competitions,because it is during football competition that most Nigerians stayed glued to their television screen.They also made use of the good communication network in Nigeria to make their products available to their customers when they need or ordered for the products.
Due to the wage demand in Nigeria,the company now goes to neighbouring West African Countries for labour because the labourer in Nigeria are demanding high wage.
The company now uses sea transportation for bring in raw materials into the country,due to increase in price of aeroplane,moerso the port autority has been resusitated by the federal government of Nigeria.
MARKETING TOOLS FOR STRONGER CUSTOMER BONDING
The markrting tools used by Nigeria Bottling company for a quality customer bonding include;Awareness, Identity, Relationship, Community and Advocacy.
Awareness:This is the level where the company gain the all-important "share-of-mind" required to move its product ahead of their competitor's in the mind of prospects(customers).
Identity:the prospect or customer forms a closer bond with either the products of Nigeria Bottling company or the company itself.Interest,desire and action may all be encompassed as he or she identifies your product or service with fulfilling high-level needs such as belonging, status and even self-fulfillment.
Relationship:A closer relationship involves a direct exchange of benefits that may go beyond delivery of the NBC's basic product.The company recognises each of their customers as individuals and offer products in relation to their needs.
Community: When customers feel a communal bond with the product, service or organization, it has become integral to their life and lifestyle and they eagerly interact with others who are likewise involved.
Advocacy:Some selected customers become advocates for NBC's products,the company's candidate or cause,that is how the company achieved a relationship of great closeness and trust champions.
KNOWING THE SATISFACTION OF CUSTOMER
Customer satisfaction can be said to be the extent to which customers are happy with the products and services provided by a business.
Gaining high levels of customer satisfaction is very important to a business because satisfied customers are most likely to be loyal and to make repeat orders and to use a wide range of services offered by a business.
NBC uses the the method listed below to the level their customers are satisfied with their products;
1.Telephone survey by the company.
2.Sales department and outlets ask for feedback in what appears to be in an informal way, but has some structure. A different facet each month.?
3.Customer returns for re-stocking. Why are the products returned?.
5.Complaints. What do you call a complaint? If it is in writing? If the customer says it is a complaint?
6.Lost and new customers.Wheather they are gaing or loosing customers is another way NBC use to determine customer satisfaction?
7.After sales follow up calls..
8.Nigeria Bottling company also use Benchmarking, but can be difficult get confidential information their competitors publicly stated performance objectives and how do you compare? Next day delivery, call out times, returns policy, complaints handling, etc
9.Market research and other peoples market research that is in the public domain
Tuesday, February 16, 2010
Customer Group
The customer development process can be said to be the systematic approach to get to know your customers intimately -- their needs, priorities, budgets, decisions, and motivations. The customer development process of Nigerian Bottling company PLC involves eight stages, the suspect stage,the prospect stage,first time customers,repeat customers,clients,members,advocates and partners.
The suspect stage is the period when the company think of a market segment who are likely to buy their products(cola cola,fanta,sprit,black currant,eva water etc),for Nigeria Bottling Company the suspects are every body,because everybody will need to take a chilled drink at one time.From the group of customer in the suspect stage the selling organisation determines the people who are more likely to partronise them,this set of people are called the prospect, for Nigerian Bottling company everybody are still still the prospects because of the variety of their products.Then Nigerian Bottling company tries to convince the prospect to atleast buy their products,this process is called First-time customers.By employing good marketing strategy the first time customer are convinced to come back to purchase NBC’s products ,this act is called Repeat customer. The client stage is the stage where the repated customer are given special attention,good customer care,they are offered advise by the company. The client might become a Member by joinging NBC’s membership programme ,in which they get a lot of benefits. The advocates are the customer who tries to convince their peers or group about the products produced by NBC.The last stage of the customer development process is the partner stage ,i. e the stage when customer becomes supplier or invest in the company.
Customer Segmentation
The purpose for segmenting a market is to allow your marketing/sales program to focus on the subset of prospects that are "most likely" to purchase your offering. If done properly this will help to insure the highest return for your marketing/sales expenditure.
I will however discuss business to business segmentation and business to consumer segmentation.
BUSINESS TO BUSINESS SEGMENTATION
This is way in which a company or a selling organisation target divide a total market into market groups consisting of people who have relatively similar product needs.
Nigerian Bottling company deals with Hi-tech Ineternational company,this company helps Nigerian Bootling company to manage their IT department.
Leventis Nigeria is another company that trade with Nigerian Bootling company,Leventis group is the company that manages the selling trucks of Nigerian Bootling Company.
Nigerian Bootling company also had deal with most companies in Nigeria,they provides their products to the cafetaria of this companies,who in turn pay them a sum of money and at the same time it serves as a marketing/ adevertising medium for Nigerian Bootling comapny.
BUSINESS TO CUSTOMER SEGMENTATION
Nigerian Bottling Company uses following factors;
Demographic,Geographic,Psychographic and Behavioralistic.
Due to the diversify nature of Nigerian Bottling company's products they have adopted all the four factors listed above,and they have been able to control the market in Nigeria.
In the case of Nigeria Bottling Company,their products has been designed in a way that it is targeted towards everybody in Nigereia,there products include classic coca-cola,vanilla coca-cola,diet coke,Fanta,spirit,Eva water,5 alive etc.So their products cut across everybody need regardless of your geographical area,occupation,religious,etc.
At worst if someone doesnt like the products,he or she must drink water(Eva Water).
SEGMENTATION BY PURCHASE BEHAVIOUR
RECENCY:Nigeria Bootling company believes that customers who purchased recently were more likely to buy again when compared to customers who had not purchased in a while.So they try to follow-up or contacts customer who buy their products recently.
FREQUENCY:Nigeria Bootling company also lay much priorities to customers who purchased frequently,because customers who purchased frequently are more likely to buy again,as against customers who had made just one or two purchases.
MONETARY VALUE:In Nigeria Bottling company they believe that customers who had spent the most money in total were more likely to buy again.The most valuable customers tended to continue to become even more valuable.So much attention are also given to companies or individuals who do such things.
As i have stated earlier, the target market for Nigeria Bottling Company is everybody.So most corporate bodies,companies and individual falls into the category listed above,because of the nature of Nigeria Bottling company products.
The suspect stage is the period when the company think of a market segment who are likely to buy their products(cola cola,fanta,sprit,black currant,eva water etc),for Nigeria Bottling Company the suspects are every body,because everybody will need to take a chilled drink at one time.From the group of customer in the suspect stage the selling organisation determines the people who are more likely to partronise them,this set of people are called the prospect, for Nigerian Bottling company everybody are still still the prospects because of the variety of their products.Then Nigerian Bottling company tries to convince the prospect to atleast buy their products,this process is called First-time customers.By employing good marketing strategy the first time customer are convinced to come back to purchase NBC’s products ,this act is called Repeat customer. The client stage is the stage where the repated customer are given special attention,good customer care,they are offered advise by the company. The client might become a Member by joinging NBC’s membership programme ,in which they get a lot of benefits. The advocates are the customer who tries to convince their peers or group about the products produced by NBC.The last stage of the customer development process is the partner stage ,i. e the stage when customer becomes supplier or invest in the company.
Customer Segmentation
The purpose for segmenting a market is to allow your marketing/sales program to focus on the subset of prospects that are "most likely" to purchase your offering. If done properly this will help to insure the highest return for your marketing/sales expenditure.
I will however discuss business to business segmentation and business to consumer segmentation.
BUSINESS TO BUSINESS SEGMENTATION
This is way in which a company or a selling organisation target divide a total market into market groups consisting of people who have relatively similar product needs.
Nigerian Bottling company deals with Hi-tech Ineternational company,this company helps Nigerian Bootling company to manage their IT department.
Leventis Nigeria is another company that trade with Nigerian Bootling company,Leventis group is the company that manages the selling trucks of Nigerian Bootling Company.
Nigerian Bootling company also had deal with most companies in Nigeria,they provides their products to the cafetaria of this companies,who in turn pay them a sum of money and at the same time it serves as a marketing/ adevertising medium for Nigerian Bootling comapny.
BUSINESS TO CUSTOMER SEGMENTATION
Nigerian Bottling Company uses following factors;
Demographic,Geographic,Psychographic and Behavioralistic.
Due to the diversify nature of Nigerian Bottling company's products they have adopted all the four factors listed above,and they have been able to control the market in Nigeria.
In the case of Nigeria Bottling Company,their products has been designed in a way that it is targeted towards everybody in Nigereia,there products include classic coca-cola,vanilla coca-cola,diet coke,Fanta,spirit,Eva water,5 alive etc.So their products cut across everybody need regardless of your geographical area,occupation,religious,etc.
At worst if someone doesnt like the products,he or she must drink water(Eva Water).
SEGMENTATION BY PURCHASE BEHAVIOUR
RECENCY:Nigeria Bootling company believes that customers who purchased recently were more likely to buy again when compared to customers who had not purchased in a while.So they try to follow-up or contacts customer who buy their products recently.
FREQUENCY:Nigeria Bootling company also lay much priorities to customers who purchased frequently,because customers who purchased frequently are more likely to buy again,as against customers who had made just one or two purchases.
MONETARY VALUE:In Nigeria Bottling company they believe that customers who had spent the most money in total were more likely to buy again.The most valuable customers tended to continue to become even more valuable.So much attention are also given to companies or individuals who do such things.
As i have stated earlier, the target market for Nigeria Bottling Company is everybody.So most corporate bodies,companies and individual falls into the category listed above,because of the nature of Nigeria Bottling company products.
Sunday, April 26, 2009
MARKETING MIX AND RELATIONSHIP
The company applied all the products of marketing mix-product,price,place and promotion,because the company believes all the elements of marketing mix are very important for a business to compete and succeed.
Customer relationship can be define as a way or technique used by a company to build and maintain a database and satisfying their customers and having the right people interacting with customers to maintain and keep your data base growing is key in overall customer satisfaction. Understanding who the customer is and the type of interaction the customer best responds to can be the difference between satisfied and dissatisfied customers.
Consumers has been cared for by satisfying their wish and trying to respond to their complains positively.
Emails,telephone,faxes are parts of the ways in which technology has helped in improving customer relationship.
Customer relationship can be define as a way or technique used by a company to build and maintain a database and satisfying their customers and having the right people interacting with customers to maintain and keep your data base growing is key in overall customer satisfaction. Understanding who the customer is and the type of interaction the customer best responds to can be the difference between satisfied and dissatisfied customers.
Consumers has been cared for by satisfying their wish and trying to respond to their complains positively.
Emails,telephone,faxes are parts of the ways in which technology has helped in improving customer relationship.
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