Customer Attraction and Retention

How different brands are trying to survive and grow by attracting and retaining customers?

Using Digital Media

Digital, and in particular mobile, was identified as the key medium with which to reach the 16-24 year old target market. Cadbury wanted to encourage user subscriptions and facilitate data capture by integrating multiple consumer touch points and driving traffic to digital channels

• Cadbury's Bubbly & Google+ 

Cadbury has used its social media profiles to launch a new chocolate bar, the Dairy Milk Bubbly. The chocolate brand announced the new product exclusively on Google+, but the initial release was followed quickly by mentions on Facebook and Twitter. Google+ only allows brands to create their own pages three months ago, and this is thought to be the first time the network has been used for a product launch.

Cadbury was looking to announce and hype the return of the Cadbury Creme Egg with an innovative promotion. The goal was to create positive word of mouth, raise brand awareness and ultimately drive sales growth with a campaign that provided consumers with an entertaining experience that encouraged deeper engagement and involvement with the Cadbury brand.

  

•  Cadbury’s Wispa Gold &  Twitter 

Cadbury and Twitter have put out some interesting numbers on the relaunch of Cadbury’s Wispa Gold chocolate bar, which used Twitter and its Promoted Trend product to increase positive mentions by 1,800% and drive a 25% engagement rate for the “Retweet for Sweets” promotion. The campaign began when Cadbury saw a surge in public support across the web and social media to bring back the caramel version of Wispa, Wispa Gold, after it was temporarily discontinued. This prompted Cadbury to relaunch the bar in a big way as well as include it in its London 2012 Olympic and Paralympic Games sponsorship

 

• Heinz's Tomato Ketchup & Facebook

Facebook has been used before for product releases for the obvious reason that it allows brands to reach a bigger audience. Cadbury for instance has nearly 78,000 Facebook fans, but only 2,611 people have the brand in their Google+ circles.

Heinz released 'Tomato Ketchup blended with Balsamic Vinegar' on Facebook in November last year, a month before releasing it in shops. Although the launch went awry and a glitch in the e-commerce system meant they had to send out hundreds of free products to angry customers, it made sense to use the brand’s 900,000 Facebook fans to build buzz.

A social media product launch is also relatively cheap - Cadbury’s effort includes a single image of the bar –and can get sales going through word-of-mouth before any money is spent on advertising

• Optimizing Website-- Nestle

What Nestle lacked was consistent, intelligent web analytics to learn more about their customers and determine how well its online resources were meeting customer needs. The company had been using a host of different web analytics tools in Germany, but incompatible data acquisition methods and metrics made it impossible to do significant performance comparisons. Also, because Nestlé web sites are developed and maintained by individual brand marketing departments and their creative agencies, a great many people with varying levels of technical sophistication needed access to analytics data.

After a comprehensive market evaluation, Nestlé chose a Web trends solution that centrally measures and evaluates the performance of its web presence across all countries, brands and media --including more than 50 different web presences in Germany alone. Centralization lets Nestlé uniformly measure and evaluate the performance of its web sites and the success of its campaigns, as well as compare performance in different countries based on global benchmarks and standards

In addition to page impressions, page views, visits/visitors and visit duration are also measured as key performance indicators (KPIs).

Article on Economic Times dated 17/7/12

http://articles.economictimes.indiatimes.com/2012-02-17/news/31071495_1_digital-marketing-social-media-data-explosion#.UAWG1J-fFMI.blogger

Integrating  Economic, Environment & Social objectives with Business agenda - 

• Hindustan Unilever

 Project Shakti as a model of distribution has attracted a lot of attention both from the company as well as media. The model makes use of existing Self Help Groups working in villages and appoints them as sales persons called shakti amma to sell HUL products in villages. The idea is to be able to reach those villages which do not very good road connectivity and penetration of media is also poor. By appointing the lady as a distributor for the company is able to get a direct reach in villages where it had no presence earlier and the lady would be able to get additional source of revenue. 

A win-win situation if one was to describe it.

The lady- Shakti Amma would be supplied at her door-step and she would be selling it to the nearby cluster of 3-6 villages. The initiative has three components, one being the distribution component, second being the use of lady for communicating health and hygiene messages in the villages. The third component is IT, wherein a kiosk - ishakti is set up in the village, which could be used as information kiosk in the village