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Quantitative Techniques for Management Applications

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Garima Bhatia

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Rupali Chawla

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Marketing Management

Assignment $2-$ Marketing Management

Assignment $2-$ Marketing Management

Assignment Content

Assignment $2$: Relationship Marketing

Instructions:

In this assignment, you will explore the concept of relationship marketing and its application in a practical context. You will assume the role of a marketing consultant for a real$-$world client and provide recommendations on how to enhance their relationship marketing efforts.

Background:

Your client is "Green$-$Life Grocery," a mid$-$sized, eco$-$conscious grocery store known for its organic products and commitment to sustainable practices. The company has a loyal customer base but is facing growing competition from larger grocery chains. They are seeking to strengthen customer relationships to retain existing customers and attract new ones.

Assignment Task:

Your task is to develop a relationship marketing plan for Green$-$Life Grocery. Your plan should focus on enhancing customer loyalty and satisfaction by leveraging relationship marketing principles.

Key Components of the Assignment:

Customer Segmentation: Identify different customer segments that Green$-$Life Grocery serves. Consider demographics, shopping behaviour, and motivations.

Customer Profiling: Create detailed profiles for the most valuable customer segments, including their needs, preferences, and pain points.

Personalization: Propose strategies for personalizing the customer experience, such as personalized recommendations, discounts, or communication.

Communication Channels: Suggest the most effective communication channels for Green$-$Life Grocery to engage with its customers. Consider both online and offline channels.

Loyalty Programs: Develop a loyalty program tailored to different customer segments, emphasizing rewards, incentives, and retention strategies.

Community Engagement: Outline a plan for Green$-$Life Grocery to engage with the local community and foster a sense of belonging among customers.

Feedback Mechanisms: Describe how the company can collect and utilize customer feedback to improve its products and services.

Data Management: Discuss how the company can effectively collect, analyse, and leverage customer data to enhance relationship marketing.

Employee Training: Explain the importance of training employees to provide excellent customer service and build lasting relationships.

Measuring Success: Specify key performance indicators $($KPIs$)$ to evaluate the effectiveness of Green$-$Life Grocery's relationship marketing effor