Strategic Marketing Session 4 - Retention Strategy PDF

STRATEGIC MARKETING SESSION 4 – RETENTION STRATEGY Where were we…? Frequency CRECIMIENTO EN FACTURACIÓN SAME AMOUNT CONSUMED MORE STRATEGIES FOR VOLUME GROWTH Retention Penetration EXISTING NEW CONSUMERS Frequency CRECIMIENTOTODAY EN FACTURACIÓN SAME AMOUNT CONSUMED MORE STRATEGIES FOR VOLUME GROWTH...

STRATEGIC MARKETING SESSION 4 – RETENTION STRATEGY Where were we…? Frequency CRECIMIENTO EN FACTURACIÓN SAME AMOUNT CONSUMED MORE STRATEGIES FOR VOLUME GROWTH Retention Penetration EXISTING NEW CONSUMERS Frequency CRECIMIENTOTODAY EN FACTURACIÓN SAME AMOUNT CONSUMED MORE STRATEGIES FOR VOLUME GROWTH Retention Penetration EXISTING NEW CONSUMERS RETENTION VS LOYALTY BRAND LOYALTY LADDER: THE 4’As CONSUMERS ARE NATURALLY PROMISCUOUS THE MAGIC TRIANGLE HEARTS: MAKING THEM STAY BECAUSE THEY LOVE THE BRAND 75% of millennials claim that is is important for them that companies give back to society rather than just generate profits Source: Inc. Com 2015 Y&R During the last decades, brands that have a purpose that adds value to society have achieved better economical results than their direct competitors Source: Forbes 2015 Corporate Culture and Performance HEARTS: REMIND CONSUMERS OF YOUR PURPOSE It is a positive declaration of the brand intention to generate a positive impact in people’s lives and in society ▪ ▪ ▪ People centered. Rooted on brand truths. Timeless and fertile. Moët Chandon exists to turn any occasion into a celebration. Nike brings inspiration and innovation to every athlete in the world*. (*If you have a body, you’re an athlete) Dodot exists to help parents raise happy healthy babies. HEARTS: REMIND CONSUMERS OF YOUR PURPOSE North Face exists to help you explore and know your limits. HEARTS: BRING TO LIFE YOUR PURPOSE CONSCIOUS CONSUMERS 1 in 4 people in Spain would choose a brand for its support to a specific cause (similar results at a global level) Fuente: GfK Brandfulness THE ENVIRONMENT IS NOT THE ONLY CAUSE Environmental sustainability is an extremely important v alue for 65% of consumers Social Responsibility is extremely important for 45% Equality is extremely relev ant for 68% Social tolerance is v ery important for 63% Fuente: GfK Brandfulness REACT TO WHAT HAPPENS IN SOCIETY: BE AGILE REACT TO WHAT HAPPENS IN SOCIETY: BE AGILE THE MAGIC TRIANGLE THE MAGIC TRIANGLE: GIVING CONSUMERS RATIONAL REASONS TO STAY RATIONAL BENEFITS: 1.KEEPesYOUR 8. Lanzar fácil BRAND UPDATED lo difícil viene luego Lanzar es fácil RATIONAL BENEFITS8.2.-PREEMPT COMPETITION RATIONAL BENEFITS: 3.LEADERSHIP STATEMENTS 8. Lanzar es fácil RATIONAL BENEFITS: 3.- LEADERSHIP STATEMENTS THE MAGIC TRIANGLE MONETARY BENEFITS: WATCH OUT FOR PRICE ELASTICITY 8. Lanzar es fácil /COMPETITIVE OFFERS MONETARY BENEFITS.CARDS 8. Lanzar es LOYALTY fácil 8. Lanzar fácil MONETARY BENEFITS: BESTesPRICE GUARANTEED UNDERSTAND DECISION MAKING PROCESS & WORK ON YOUR MOMENT OF TRUTH 8. Lanzar es fácil MONETARY BENEFITS: REFILL SYSTEMS 8. Lanzar es REFILL fácil MONETARY BENEFITS: SYSTEMS MONETARY BENEFITS: REFILL SYSTEMS IN SUMMARY: WIN YOUR CONSUMERS’ HEARTS, MINDS AND POCKETS AND THEY WILL STAY WITH YOU FOREVER NEVER SETTLE, OTHER BRANDS ARE OUT THERE TRYING TO STEAL YOUR CONSUMERS AWAY FROM YOU