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BIIB Case Study-B
BIIB Case Study-B
Case Study - B
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CUSTOMER LOYALTY
THE ULTIMATE OBJECTIVE OF EVERY
MARKETER
Table Of Content
• Overview
• Trust, commitment and customer satisfaction
• Customer Value
• Customer acquisition and Retention
• Customer Relationship Management
• Conclusion
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Overview Of The Case
• Customers in India are going through a transformation
• Brand loyalty plays an important role now-a-days
• Free trials are also found in case of expensive offerings
• Brand loyalty is more than just repurchasing
• Customer wants unique and distinctive experience
• Continuous innovation – A sure way to retain customers
• Loyalty programmes are omnipresent in business
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Companies emphasize more on:
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Question - 1
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Customer Loyalty
• Likelihood of existing customers to continue purchasing from
same company.
Customer
Satisfaction
Customer
Commitment
Loyalty
Trust
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The Apostle model
Behaviours of Customer
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McDonalds
Menu Innovation
• Small toy with “Happy meal combo”
• Breakfast Menu
• FSN Analysis Fast moving
Slow moving
No-moving
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Amazon Prime
• One-third of all the orders placed are from Amazon Prime in
Amazon India
• FMCG offers 1.9 million (19 lakhs) products from 9000 sellers
• “Great Indian Sale”, Prime members accounted 35% of the order,
purchases grew by 100% of prime members
• Exclusive deal
• Free Prime videos
• Amazon prime music
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Customer Value
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Question - 3
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Customer Acquisition and Retention
• A mix of personalization,
relevance, exclusivity and
engagement helps in winning
customers.
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Reliance Jio
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Examples
• Member only
app
• 10 Lakhs plus
downloads, 4.6 • 3000+ style trends
rating • 42 lakhs followers on
• Rewards on Facebook
paying credit • 1 lakh products/month
card bills 20
Question - 4
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Customer Relationship Management
Share success
Analysis
Targeted Communication
C Customer Care
M
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• Customer Value = Benefit – Cost
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• Offline Selling mode
• 6 Experience Store in India
• set up 8 pop-up stores in India
• Conversation-driven sale
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• Customer Value = Benefit – Cost
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• Customer Connect:
– Use of Online celebrities and micro influencer
– Use of bloggers
– Trending hashtags
• Management of Data:
– Amazon
– IHG
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• Investment in technology:
– Chat Bots
– AI
• People Development:
– Decathalon
– LensKart
– FutureGroup
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Conclusion
• It’s not the Customer Loyalty, but Brand Loyalty
• Brand Loyalty generates greater market share,
• Brings in new customers with Word of Mouth publicity
• More real-time & personalised experience
• Loyalty programs with rewards will go a long way
• Coalition loyalty programs would be a game changer
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