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