K E T IN G

IP M A R Y
IO N SH T R A T E G
RE L AT IN G S m ar,
A R K E T -A j it Ku
AN D M e d by :
e n t
Pres
l n o - 2
rol
What is Relationship
Marketing ?
Relationship marketing is a strategy designed to


foster customer loyalty, interaction and long-

term engagement. This customer relationship
management (CRM) approach focuses more
on customer retention than customer
acquisition.*

How is Relationship
Marketing Different ?
Long Term Focus
Customer Satisfaction over Sales
One on One Marketing
Understanding Customers over Predicting
Retention
Data Driven
Who Gains Value in RM ?
Companies
Gaining new customers is 5 times more expensive
than retaining existing customers
A 5% increase in customer retention = 25-85%
increase in profits (NPV) Reichheld and Sasser
(1990)

Customers are more loyal

Customers spread positive word of mouth
Often more expedient and effective when serving
customers.
Who Gains Value in RM ?
Customers
Comfort
Sense of belonging/ community
More effective
 AT EGY
N G S TR
KE T I
MAR
What is marketing
strategy?
The primary focus of marketing
strategy is to effectively allocate
and coordinate marketing
resources and activities to
accomplish the firm’s objectives
with a specific product market.
Market Scope

 1. Single Market Strategy

2. Multi Market Strategy
3. Total Market Strategy
1. Single Market Strategy


•Concentration of efforts in a single

segment
 Requirements: (a) Serve the market
wholeheartedly despite initial
difficulties. (b) Avoid competition with
established
firms.

2. Multi Market Strategy
 Serving several distinct markets.
 • Requirements: (a) Careful selection
of
segments to serve .
 (b) Avoid confrontation with companies
serving entire market.
3. Total Market Strategy
• Serving the entire spectrum of the


market by selling differentiated

products to different segments in the
market.
Market Entry Strategy
 1. First In Strategy
2. Early Entry Strategy
3. Laggard Entry Strategy
Promotion Strategy

 1.Promotion Mix Strategy

2.Media Selection Strategy
3.Advertising Copy Strategy
Distribution Strategy


1. Distribution Scope Strategy

 2. Multiple Channel Strategy
 Pricing Strategy
 1. Pricing Strategies for New Product
2.Pricing Strategies for Established
. product.
 3. Price Flexibility Strategy


 Pricing for New Products
Skimming Pricing
strategy:
 Setting a relatively high
price during the initial  Setting a relatively
stage of a product’s life
to serve customer who
are not price conscious
and the competition has
not yet entered in the
market.
Penetration Pricing
strategy:
low price during the
initial stage of the
product ‘s life to
discourage
competition from
entering the market.
2. Pricing for
Established
 .
Products.


 •Maintaining the Price

•Reducing the Price
•Increasing the Price
 3. Pricing Flexibility
Strategy
One Price strategy
 Flexible Pricing


Charging the same price to
all customers under similar
conditions and for the same
quantities for:-
 (a) To simplify pricing
decisions
(b) To maintain goodwill
among customers.
strategy
Charging different prices to
different customers for the
same product and quantity.
To maximize short-term profits
and build traffic by allowing
upward and downward
adjustments in price.
Thank you