The paper "Implementing and Monitoring Marketing Activities" is a perfect example of a Marketing Case Study. The marketing activity suitable for supporting BBQ objectives is relationship marketing. The objectives of the marketing plan were to increase company sales, increase customer loyalty, and establish strong brand recognition and to continuously increase profits. In achieving these objectives, the primary need will be to attract, develop, and retain customer relationships, which will be enabled by relationship marketing. Relationship marketing refers to the creation of a mutually beneficial relationship between company partners and often necessitates personal communication with the customers. In the case of BBQ, it will incorporate three main elements: identifying and building a database of potential and current customers, which records and cross-references, a wide range of lifestyle, demographic and purchase information.
The second element will entail delivery of different messages to these customers using established media as well as new media channels depending on the customers’ preferences and characteristics and tracking every relationship to examine the cost of getting the customer as well as the lifetime value of his or her purchases. Relationship marketing will enable BBQ to retain customers for long-terms and this will bring about many benefits.
The aim of the company is to have lifetime customers who will enable the company to grow through increasing productivity through various aspects. Relationship marketing will enable loyal customers to recommend the company services to other people; the customers will also be willing to try the company new services as they have trust in them. The loyal customers will also be willing to pay more for the services in case of price adjustments as they are loyal to the company and trust its services.
They will also inform the company about any problems with the service, which will enable the services to be improved. The ultimate gain will be an increase in sales, market share, as well as dominance. With these benefits, relationship will support the marketing objectives, which entail increased company sales, increased customer loyalty, and established strong brand recognition as well as a continuous increase in profits. Increasing profits is actually the goal of every company. Relationship marketing, in this case, will urge the importance of long-term relationships as well as retaining existing customers over getting new ones because a bird in hand is worth two in the bush (Saravanan & Ramkumar, 2007; Bruhn, 2003).
It will be a continuous process of engaging in cooperative and collaborative activities, programmers with immediate and end-users customers to create and improve mutual economic value at lesser costs. Customers are the building base of every company and in this case, relationship marketing will be collaborative and ongoing to ensure that BBQ achieves its objective of working towards increasing customer loyalty by increasing its customer list from 10,000 to 16,000 in the next three years.
This increase in customers will translate to the growth of the company sales to $20 million in the next years. It will also enable the establishment of strong brand recognition in and outside Brisbane by ensuring that at least, two in three people become aware of the brand in the next 18 months.
Bruhn, M. (2003). Relationship marketing: management of customer relationships. Harlow: FT Prentice Hall.
Lingreen, A. (2001). A framework for studying relationship-marketing dyads. Qualitative Market Research, 4(2).
Saravanan, S., & Ramkumar, D. (2007). The dark side of relationship marketing. International Marketing Conference of Marketing and society, IIMK, April.