Customer to customer

BusinessWeek/Interbrand rank the companies that best built their images -- and made them stick In the 70s, marketing’s aim was mainly to get the right product, at the right price, to the right place at the maximum number of customers. Nowadays, marketing’s vision has changed. In fact, what marketers care more about is : what do customers want ? which channel do they have to use to attract their target ? The environment we live in has changed such as consumer behaviour (by definition our behaviour). Today

14 Table des figures et tableaux FIGURE 1 : THE MARKETING STRATEGY CONTINUUM : SOME IMPLICATIONS 2 FIGURE 2: TYPE DE PROJET PRIORISE PAR LES CIO 3 FIGURE 3: LES 5 LEVIERS DE LA CREATION DE VALEUR 6 FIGURE 4: THREE DISTINCT AREAS OF FOCUS FOR CUSTOMER 8 FIGURE 5: CARACTERISTIQUES DE L'ENVIRONNEMENT AYANT PARTICIPE A LA PERSONNALISATION DE MASSE 9 FIGURE 6: LES POINTS DE CONTACT ENTRE L'ENTREPRISE ET LE CLIENT 12 TABLEAU 1: LES 10 PRINCIPES CLES DU CRM 5 Introduction Dans un monde où

growth of MOOV activity and through Marketing Research we demonstrate how it investigates the market to meet the needs of its customers profitably. Then, we focus on Marketing Planning to learn more about the increase of its profits and describe the impact of Direct Marketing on the company. Finally, some recommendations are made for the development of the company’s Marketing Orientation strategy in order to develop a competitive advantage. INTRODUCTION Telecommunication is the branch of

distribution market is much more competitive thanks to the presence of a greater number and variety of players. There are roughly two major categories: first the physical retailers which can be defined by opposition to the internet based retailers. They are by far the more numerous at the time of this case study elaboration. Second the internet based distributors which remain in the shadows of this study. As a matter of fact, it seems better to focus our attention on the physical distributors.

computer systems directly to customers. This ‘direct business model’ is designed to eliminate retailers that add unnecessary time and cost, or can diminish Dell's understanding of customer expectations and allows the company to build systems to order. Over the past few years Dell has grown from number five in the personal com¬puter market to number one at the end of 2002 (see table 1 below). Much of that growth came in the key US market where Dell improved its share from 24.1 to 29.2 percent in 12 months

retailer, operating stores selling casual apparel. * First, the brand’s customers find the store’s way by smelling the scent of Fierce, a special fragrance sprayed around the store, inside the store and to top it all, on every article of clothing. In front of the boutique, people have to wait for getting in. Plus, two men stripped to the waist welcome the customers who can also leave with a picture with the models thanks to a professional photographer. * * Inside, the staff members are

of benefit every year since 2001 * High quality products * Wide range of products (machines, capsules, dishes or accessories) * Annual new arrivals: dynamic innovation * Convenient product: “one capsule = one cup” * Loyal customers * Nespresso’s customer earn comfortable income * Personalised advices 24h/day, 7days/week | Weaknesses | * Famous competitors Senseo, Maison du café, Tassimo… * Could be seen as a polluting company Not enough in the ecological trend with their capsules

chain and a value chain? To answer the question of the existence of a difference between supply chain and value chain, it is necessary to define the terms separately, even if they are often confused or interchanged. The supply chain is the succession of processes and actions aimed to get the product from its original state (raw material), to carry it between the factories and to the customer’s hand. Supply chain can also include the transportation from the customer to recycling companies after

We are the G4 company and we are going to present you the communication strategy for Veuve Clicqot company, and its vintage champagne: La Grande Dame. First, you have to know that this champagne is part of LVMH. In 2009, wines and spirits sector accounted 16% of the turnover of LVMH. The first one is fashion and leather goods with 36.9%. There are different actors in the champagne industry. Some groups dominate the market as : We are going to present the communication positioning

are 9 different fragrances for men and 12 for women to express several types of personality. These characteristics depend on the age of the person and its nature. For instance, with Miss Dior Chérie the company focused on young women whereas The Classics range is more adapted for mature women. The age and sex are part of the fragrances’ segmentation for Dior Perfumes. • Economic A company depends on the economic cycle that moves from slump to boom and so on. Booms and upturns are pretty good