Relationship marketing issues:
● the concept of a consumer club
● building a customer database
● developing a value proposition for the club
● approaches to developing relationships with customers.
Since the club’s inception membership has grown rapidly through
marketing efforts aimed at alternative low cost options, including
public relations events, promotions and invitations on packages of
Buitoni pasta. As a result, both the use of Buitoni products and cus-
tomers’ loyalty have increased. Lessons learnt from the Buitoni pro-
gramme in the UK have influenced the marketing of the brand in
other countries, such as Japan, and it has also impacted on strategies
adopted for other Nestlé brands.
Case 2.2: Carlton Electronics
This case was written by Professor Martin Christopher, who is cur-
rently Head of the Marketing and Logistics Group and Deputy
Director of Cranfield School of Management at Cranfield University.
Abstract
Carlton Electronics is a producer of telephone answering machines
and associated peripheral equipment. Its customers can be divided
into three broad categories, including large chain stores, British
Telecom and discount stores. The case study focuses on the need to
address these different types of trade buyers and the differences
between them and provides details of a customer service survey
that Carlton Electronics commissioned to gain a better understand-
ing of customer service issues. The case addresses a number of spe-
cific service quality issues, including delivery time, inventory
availability, sales representation, advertising and promotion and
packaging. Philip Millard, the Marketing Director of Carlton
Electronics, needs to consider what is an appropriate new approach
to strengthen relationships with his existing customers and the
internal implications if Carlton becomes more customer oriented.
The customer market domain: Managing relationships with buyers 55