Philips Brand Equity Board

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1、1CustomerRelationshipMarketing21-Jun-21&PhilipsBrandEquityBoard2WhyRelationshipMarketingAconsumerperspectiveCRMassustainablecompetitiveadvantageMediaeffectandmediaefficiency3CRM:AconsumerperspectiveTheconsumer(inEurope)ischanging:Feelunconfidentabouttheirfu

2、ture*Needafeeloftrusttobuy*Trustfromabrandwillgrowwhenthebrandismoreopenand‘onlevel’withtheconsumer*Ifcustomerstrustyou,itwillbeeasiertosellandtheywillcomebackformore...*=source:TheHenleyCentre4CRM:CompetitiveadvantageWhereproductsbecomemoreandmoresimilar,c

3、ommunicationbecomesthedifferentiatingfactorIneverycategory,veryfewhouseholdsmakeorbreakabrand(thehighspendingminority)Themostsuccessfulbrandsarethosewiththemostloyalheavyusers(GarthHallberg)CRMaimstobuildbetterbondswiththissegmentTheadvertiserwhofindsadirec

4、twaytotheheartsandmindsofthesepeoplewins5fromcountingthepeopleyoureachtoreachingthepeoplewhocountCRM:Competitiveadvantage6CRM:MediaperspectiveThenumberofbrandsisstillincreasinginalmosteverymarket(e.g.Koreanbrands)Masscommunicationgetslessefficientduet

5、omedia-fragmentationMasscommunicationgetslesseffectiveduetoincreasingmassmediaandoutdoorinformation-pressure;outspendingthecompetitionisnotthesolutionConsumers‘zap’inTVandprintmorethanever7CRM:MediaefficiencyFelixTVcommercialSplitruntestonusersdatabase:50%

6、nomailing(control),50%receivedamailingthatannouncedanewTVcommercial.Announcementmailingwassent1weekbeforebroadcasting.8ResultsFelix:(afterbroadcasting15spots)EFFECT:justTVDM+TVReach26%56%Spont.awareness44%77%9frommassmediatointegratedmediaCRM:MediaP

7、erspective10WhatisCRMabout?ReachingthepeoplewhocountProfitingfrommultimediasynergiesGrowingtherightrelationshipsMorebangforthebuckRequiresbuildingyourownmedia11GrowingtherightrelationshipsAdialogue-aconcreteresultofarelationship-willonlybefruitfulifthetimin

8、gandthemessageisrightandrelevant.Wecallthiscommitment-andtheunderlyingprocess-tobuildprofitablerelationships:CustomerOwnership.Because,intheenditisaboutcreatingasenseofownershipinthecustomers’mind:Mysh