Customer Relationship Management for Luxury Skin Care Brands in the Selective Cosmetics Sector
A situational analysis considering communication tools, opportunities and limitations
- Art: Diplomarbeit
- Autor: Tanja Walker
- Abgabedatum: Februar 2003
- Umfang: 79 Seiten
- Dateigröße: 1,2 MB
- Note: 1,1
- Institution / Hochschule: Fachhochschule Furtwangen Deutschland
- ISBN (eBook): 978-3-8324-8128-5
-
ISBN (Paperback) :
978-3-8324-8128-5 P - ISBN (CD) :978-3-8324-8128-5 CD
- Sprache: Englisch
- Prämierung: Die Diplomarbeit wurde 2003 im Diplomarbeitswettbewerb 2002/2003 des Medienmanagements der Universität zu Köln und DaimlerChrysler ausgezeichnet.
- Arbeit zitieren: Walker, Tanja Februar 2003: Customer Relationship Management for Luxury Skin Care Brands in the Selective Cosmetics Sector, Hamburg: Diplomica Verlag
- Schlagworte: Marketing, CRM, Beziehungsmanagement, Channel Management, Kosmetik
In den Warenkorb
74,00 €
Diplomarbeit von Tanja Walker
Abstract:
This thesis discusses the validity of Customer Relationship Management for luxury skin care brands in the selective cosmetics sector. Luxury skin care brands face limitations in applying CRM strategies due to their selective distribution strategy. The value of CRM is determined by analyzing communication tools, CRM opportunities and limitations. The example of „Club Biotherm”, a luxury skin care brand’s customer loyalty program, illustrates the findings, and recommendations are made in order to successfully implement a CRM strategy.
Key Words: Customer value, Customer segmentation, Customer loyalty, Communication tools, Direct Marketing, Customer loyalty programs, Channel conflict management.
Zusammenfassung:
In der vorliegenden Diplomarbeit wird die Gültigkeit von Customer Relationship Management für Luxusmarken der Selektiven Kosmetik untersucht. Bei der Umsetzung von CRM Strategien werden Luxuskosmetikmarken mit Grenzen konfrontiert, welche durch das selektive Vertriebssystem entstehen. Die Wertigkeit von CRM wird anhand der Kommunikationsmaßnahmen, Chancen und Grenzen analysiert. An dem Beispiel des „Club Biotherm“, einem Kundenbindungsinstrument einer selektiven Luxuskosmetikmarke, werden die Ergebnisse erläutert sowie Handlungsempfehlungen entwickelt, um eine CRM Strategie erfolgreich durchzuführen.
Schlüsselbegriffe: Kundenwert, Kundensegmentation, Loyalität, Kommunikationsmaßnahmen, Direkt Marketing, Kundenbindungsprogramme, Vertriebsmanagement.
Table of Contents:
| ABSTRACT | I | |
| LIST OF ABBREVIATIONS | III | |
| TABLE OF CONTENTS | IV | |
| LIST OF FIGURES AND TABLES | VI | |
| APPENDIX | VII | |
| 1. | INTRODUCTION | 1 |
| 1.1 | PROBLEM AND OBJECTIVE | 1 |
| 1.2 | STRUCTURE | 2 |
| 2. | CORNERSTONES OF CUSTOMER RELATIONSHIP MANAGEMENT | 3 |
| 2.1 | IMPORTANT CUSTOMER RELATIONSHIP MANAGEMENT FACTORS | 4 |
| 2.1.1 | Customer Value | 4 |
| 2.1.2 | Customer Segmentation | 6 |
| 2.1.3 | Customer Loyalty | 9 |
| 2.2 | COMMUNICATION TOOLS WITHIN A CRM STRATEGY | 15 |
| 2.2.1 | Communication Channels | 15 |
| 2.2.2 | Customer Loyalty Programs | 18 |
| 3. | CRM ANALYSIS IN THE LUXURY SKIN CARE MARKET | 21 |
| 3.1 | THE LUXURY SKIN CARE MARKET | 21 |
| 3.2 | RESEARCH QUESTION AND RESEARCH DESIGN | 23 |
| 3.3 | DATA COLLECTION AND INTERVIEW DESIGN | 25 |
| 3.4 | LIMITATIONS IN THE CHOSEN APPROACH | 27 |
| 3.5 | RESULTS OF THE CRM ANALYSIS | 27 |
| 4. | INTERPRETATION OF THE CRM ANALYSIS IN THE LUXURY SKIN CARE MARKET | 31 |
| 4.1 | INTERPRETATION OF COMMUNICATION TOOLS | 31 |
| 4.1.1 | Case study „Club Biotherm“ | 31 |
| 4.1.2 | Direct Mail | 33 |
| 4.1.3 | Telemarketing | 34 |
| 4.1.4 | E-Mail Marketing | 35 |
| 4.1.5 | Online Marketing | 36 |
| 4.1.6 | Mobile Marketing | 38 |
| 4.2 | INTERPRETATION OF CRM OPPORTUNITIES | 40 |
| 4.2.1 | CRM and Business performance | 40 |
| 4.2.2 | Loyalty and Customer Value | 41 |
| 4.2.3 | Loyalty and Customer Segmentation | 42 |
| 4.3 | INTERPRETATION OF LIMITATIONS | 45 |
| 4.3.1 | Case Study „Douglas Card“ | 45 |
| 4.3.2 | Channel Conflict | 46 |
| 4.3.3 | Who owns the Customer - Brand or Channel? | 48 |
| 5. | RECOMMENDATIONS | 52 |
| 5.1 | IMPROVING COMMUNICATION TOOLS | 52 |
| 5.1.1 | Permission Marketing | 52 |
| 5.1.2 | Emotional Communication | 53 |
| 5.1.3 | Personalization | 54 |
| 5.2 | LEVERAGING FROM OPPORTUNITIES | 56 |
| 5.2.1 | Measuring Customer Value | 56 |
| 5.2.2 | Treating Customers according to their Value | 57 |
| 5.2.3 | Increasing Customer Value | 59 |
| 5.3 | MANAGING THE CHANNEL CONFLICT | 60 |
| 5.3.1 | Applying the right Channel Strategy | 60 |
| 5.3.2 | Cooperating with Retailers | 63 |
| 6. | SUMMARY | 65 |
| 7. | BIBLIOGRAPHY | 67 |
In den Warenkorb
74,00 €
Link zur Arbeit:
http://www.diplom.de/ean/9783832481285
Arbeit zitieren:
Walker, Tanja Februar 2003: Customer Relationship Management for Luxury Skin Care Brands in the Selective Cosmetics Sector, Hamburg: Diplomica Verlag
Schlagworte:
Marketing, CRM, Beziehungsmanagement, Channel Management, Kosmetik
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