Relationship Marketing Strategy and implementation
a huge share of the market. Stark differences existed with regard to compe- tition and consumer preferences across the European ...
cant pasta brand to its food interests. However, the role of pasta and Italian foods as part of Nestlé’s overall food strategy q ...
foods. Other brands had a 20 per cent market share in total and private label brands between them accounted for 58 per cent of t ...
experiment since Nestlé was experimenting with the building of the Buitoni brand on the basis of a one-to-one relationship with ...
Then there was an important factor that related to some basic economics of building brands. Buitoni was the market leader but Bu ...
Central to the development of this brand identity was the purchase and renovation of the original villa in Sansepolcro, Tuscany ...
shapes with the brand name Le Preziose (the precious) and a huge number of other shape innovations. By the end of 1992, there we ...
the conviviality of Italian food. A musical theme had been added to the TV ad copy. In-store promotions.The press and TV campaig ...
74 Relationship Marketing arrangements to the villa for cookery weeks, and invited to provide input into the new product develop ...
Case 2.2 Carlton Electronics This case was written by Professor Martin Christopher, Cranfield School of Management as a basis fo ...
with the discounters because they were getting a larger share of the con- sumer business. Carlton dealt directly with retail buy ...
The general results of the survey were reported as follows: Delivery time. The largest suppliers were about equal in terms of de ...
the chain and discount buyers had begun to use laser bar-code scanners and wanted suppliers to adapt their packages to the new s ...
Case 2.3 Does Tesco hold all the cards? This case was prepared by Helen Mitchell and Helen Peck, Cranfield School of Management, ...
ated £49.7 billion of total sector turnover, whereas small businesses had only a 10 per cent share with £5.2 billion. (Several m ...
familiar second place and the remaining players fighting it out below them. The way forward In an industry where margins were sl ...
(a category which had only previously been seen in the northern super- market chains, Morrisons and Asda, offer value lines), re ...
easier to read. The aim was that customers would reach any point in the shopping trip and think that Tesco understood shopping f ...
running the scheme is considerable. In addition to the 1 per cent discount on sales, it was estimated that start-up costs alone ...
market share gains, saying it was the fact that it was pleasing its customers that really counted. Reaction from competitors was ...
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