Case Study: Relationship Marketing Plan for Loewe

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WHAT IS RELATIONSHIP MARKETING?

Relationship marketing is a business philosophy which aims to develop strong relationships with a range of stakeholders, such as suppliers, media, intermediaries and public organisations, as well as with customers.

The concept emerged at the early 1980's.

LOEWE COMPANY PROFILE

Loewe AG is a German corporation with the headquarters in Kronach.

It is a audio/video technologies company which as well has partnerships and subsidiaries in other European countries such as; Belgium France, Italy, Austria and Holland.

CURRENT SITUATION

- Online order form for product.

- Very detailed information on products.

- Customer Care division accessible on Internet as well as offline.

- Current section for news.

CHANGES

CUSTOMER RELATIONS

- Loewe special customer card

- Newsletter

- Personalized web page

- Customer questionnaire

- Greeting cards

- Special offers based on collected data

- Special treats and offers to profitable customers

SALES AND AFTER SALES

- Excellent sales service

- Feedback Calls

- Promises for future offers

- Keywords: Listen and Solve

- Long term warranty

- Provide options for delivery, installation etc.

- Retailer choice according to customer needs

PUBLIC RELATIONS

- Increase brand awareness

- Sponsorships of high quality technology programs

- Stimulate word of mouth about the products

- Presence in fairs across countries operated

RESEARCH AND DEVELOPMENT

- Adjust to new needs and desires

- Increased focus on innovation

- Focus group research for product improvement

RETAILER RELATIONS

- One to one meetings at the headquarters

- Gifts and cards on special events

- Training offers according to corporate culture

- Newsletters about corporate information

- Organized feedback meetings

- Show special interest about problems

- Increased quality of service

- Special treatment

- Effective rewarding system

- Presence in technological B2B fairs (ex: CeBiT International)

- Team-building, orientation, brainstorming activities...