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Catalina Marketing Corporation
Catalina Marketing Corporation
Submitted by Group 2: Subba Reddy D040 Shivam lakhanpal Shreyansh Batia E005 Venkatesh G E011 Sandhya Patil E042 Nikita Singla E055 1/29/13
Q1. How cost effective for manufacturers is Catalinas coupon system relative to FSIs? (Table B provides a good start.) What are other advantages to manufacturers of this system?
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Cost effectiveness for manufacturers due to Catalinas coupon system relative to FSIs
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Continued
Lesser media cost for the manufacturer Were exclusive to a category unlike the FSIs where
right time according to the usage pattern of the consumer when the consumer was 1/29/13 to make the likely
Q2. Are retailers and consumers better off Click to edit Master subtitle style with this system?
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CUSTOMERS
Coupons score well on relevance and timeliness Avoids clutter as not bombarded with multiple
offers
Shopping List (incentives for volume customers), etc. customers on BE DONE? WHAT ELSE CANthe basis of past orders
Personalized attention and customization to Broader consideration owing to discounts and
Redemption should be made easier; system samples should obviate the need for the customer to store the coupon for redemption at a later stage
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RETAILERS
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Options Available
Expanding the Cycle or Product Capacity:
Opportunities:
Current network is running at 12% capacity room for growth
Challenges:
Existing system is not able to cope up with increased capacity
Challenges :
Most of Major super markets are covered under existing Network Technological and operational Challenges
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Continued
Additional Marketing Services & Expanding Services to new type of retailers:
Opportunities:
Existing setup can be utilized for augmenting services it is providing to its
clients
Could expand to other Industries i.e Non-grocery store retailers
CIR Venture:
Opportunities:
Program was well received by both retailers and manufacturers in Test Phase Significant benefits for both manufacturers and retailers
Way Forward
Phase-1:
Implement additional marketing services to existing customers Expand operations into Redemption of the Coupon Business
Advantages:
Can leverage on Existing Infrastructure and technology with out much
investment
Phase-2:
Implement CIR venture, a program which is having strong prospects Focus on Tackling Technological and Operational Challenges
Advantages:
Tackling challenges helps in removing bottlenecks for expansion 1/29/13