Relationship Marketing- Pepsi Cola
Customers play the most important role in determining a company’s success and for this reason, great amount of attention has always been paid to attracting new customers. But in recent times, a shift has occurred and instead of only attracting new customers, companies are trying to build programs to retain old customer. This has given rise to the CRM programs or relationship marketing strategies (Pearson, 1994). A customer gained is thus a consistent source of income found provided the company knows how to keep that customer coming back. In other words, firms are now beginning to realize that it is more important to retain customers than attracting new ones since it costs less to achieve the former. Attracting new customers is certainly important for enhance sales but what if a company keeps losing its old customers because of unsatisfactory service or quality. Relationship marketing is a new concept that focuses on building a lasting relationship with the customers instead of believing in ‘old goes-new comes’ theory of sales. In other words, it can be defined as “a business strategy that proactively builds a bias or preference for an organization with respect to three audiences — its individual employees, its channel partners, and its customers.” (Gingrande, 2001) Relationship marketing therefore plays a huge role in customer retention and in building a life-long relationship with the customer. (Parker, 2001)
Most large companies today are aware of the importance of relationship marketing and no firm knows it better than Pepsi Cola Inc. The company whose products have become an integral part of our lives doesn’t let complacency creep in and is therefore always on the look out for something that would make his customers feel important and turn them into loyal buyers forever. So how does Pepsi retain its customers or in other words what is the core idea behind its relationship marketing? Pepsi builds relationship with its customers by making becoming an important part of their lives. If we see Pepsi literally ruling the world of sports today, it is not only to advertise its products, but is also meant to build a bond with the customers who watch those sports. What is that one sport you are passionate about? Soccer? Cricket? Rugby? Super Bowls? No matter what the sport, chances are Pepsi would be there, splashing its big blue logos everywhere so no that you simply can’t ignore its presence. Karen Goffe, Director of Marketing, Pepsi UK offered an insight into Pepsi relationship strategy when the company invested heavily in football clubs: “Investing back in football is a key part of Pepsi’s strategy. We have beneficial alliances with Manchester United and Real Madrid, and strong long-term partnerships with players such as England captain David Beckham…we are passionate about providing unique experiences and access through these relationships, and believe that this helps establish our position as the number one soft drink in football.” (PR Newswire, 2003)
Apart from this, Pepsi believes in relationship marketing strategy whereby it directly contacts individual consumers to build a lasting bond between the customer and the brand he uses. While most of Pepsi brands are popular among a large segment of consumers, some special products like diet Pepsi are consumed by certain small section of the large consumer market. For this reason, Pepsi decided to collect email addresses of these consumers in order to increase its market share. Building relationships wasn’t part of the promotion deal but once the firm soon realized that “it was dropping consumer relationships soon after creating them Pepsi has more recently announced a strategic commitment to direct marketing on a continuing basis. It will create and maintain relationships with individual consumers and with trade partners.” (Pearson, 1994)
Gingrande, Arthur, Relationship marketing: a competitive advantage for B2C: SoftBase; 07-30-2001
Pearson, Stewarts Relationship management: generating business in the diverse markets of Europe; Publication: European Business Journal; Date: 09/22/1994
Author not available, Pepsi secure one of the most lucrative sponsorships in sport. PR Newswire; Date: 03/17/2003
Parker, Roger C. Repeat Customers: Relationship management focuses on client
SoftBase; Date: 01/30/2001
Are you busy and do not have time to handle your assignment? Are you scared that your paper will not make the grade? Do you have responsibilities that may hinder you from turning in your assignment on time? Are you tired and can barely handle your assignment? Are your grades inconsistent?
Whichever your reason is, it is valid! You can get professional academic help from our service at affordable rates. We have a team of professional academic writers who can handle all your assignments.
Students barely have time to read. We got you! Have your literature essay or book review written without having the hassle of reading the book. You can get your literature paper custom-written for you by our literature specialists.
Do you struggle with finance? No need to torture yourself if finance is not your cup of tea. You can order your finance paper from our academic writing service and get 100% original work from competent finance experts.
While psychology may be an interesting subject, you may lack sufficient time to handle your assignments. Don’t despair; by using our academic writing service, you can be assured of perfect grades. Moreover, your grades will be consistent.
Engineering is quite a demanding subject. Students face a lot of pressure and barely have enough time to do what they love to do. Our academic writing service got you covered! Our engineering specialists follow the paper instructions and ensure timely delivery of the paper.
In the nursing course, you may have difficulties with literature reviews, annotated bibliographies, critical essays, and other assignments. Our nursing assignment writers will offer you professional nursing paper help at low prices.
Truth be told, sociology papers can be quite exhausting. Our academic writing service relieves you of fatigue, pressure, and stress. You can relax and have peace of mind as our academic writers handle your sociology assignment.
We take pride in having some of the best business writers in the industry. Our business writers have a lot of experience in the field. They are reliable, and you can be assured of a high-grade paper. They are able to handle business papers of any subject, length, deadline, and difficulty!
We boast of having some of the most experienced statistics experts in the industry. Our statistics experts have diverse skills, expertise, and knowledge to handle any kind of assignment. They have access to all kinds of software to get your assignment done.
Writing a law essay may prove to be an insurmountable obstacle, especially when you need to know the peculiarities of the legislative framework. Take advantage of our top-notch law specialists and get superb grades and 100% satisfaction.
We have highlighted some of the most popular subjects we handle above. Those are just a tip of the iceberg. We deal in all academic disciplines since our writers are as diverse. They have been drawn from across all disciplines, and orders are assigned to those writers believed to be the best in the field. In a nutshell, there is no task we cannot handle; all you need to do is place your order with us. As long as your instructions are clear, just trust we shall deliver irrespective of the discipline.
Our essay writers are graduates with bachelor's, masters, Ph.D., and doctorate degrees in various subjects. The minimum requirement to be an essay writer with our essay writing service is to have a college degree. All our academic writers have a minimum of two years of academic writing. We have a stringent recruitment process to ensure that we get only the most competent essay writers in the industry. We also ensure that the writers are handsomely compensated for their value. The majority of our writers are native English speakers. As such, the fluency of language and grammar is impeccable.
There is a very low likelihood that you won’t like the paper.
Not at all. All papers are written from scratch. There is no way your tutor or instructor will realize that you did not write the paper yourself. In fact, we recommend using our assignment help services for consistent results.
We check all papers for plagiarism before we submit them. We use powerful plagiarism checking software such as SafeAssign, LopesWrite, and Turnitin. We also upload the plagiarism report so that you can review it. We understand that plagiarism is academic suicide. We would not take the risk of submitting plagiarized work and jeopardize your academic journey. Furthermore, we do not sell or use prewritten papers, and each paper is written from scratch.
You determine when you get the paper by setting the deadline when placing the order. All papers are delivered within the deadline. We are well aware that we operate in a time-sensitive industry. As such, we have laid out strategies to ensure that the client receives the paper on time and they never miss the deadline. We understand that papers that are submitted late have some points deducted. We do not want you to miss any points due to late submission. We work on beating deadlines by huge margins in order to ensure that you have ample time to review the paper before you submit it.
We have a privacy and confidentiality policy that guides our work. We NEVER share any customer information with third parties. Noone will ever know that you used our assignment help services. It’s only between you and us. We are bound by our policies to protect the customer’s identity and information. All your information, such as your names, phone number, email, order information, and so on, are protected. We have robust security systems that ensure that your data is protected. Hacking our systems is close to impossible, and it has never happened.
You fill all the paper instructions in the order form. Make sure you include all the helpful materials so that our academic writers can deliver the perfect paper. It will also help to eliminate unnecessary revisions.
Proceed to pay for the paper so that it can be assigned to one of our expert academic writers. The paper subject is matched with the writer’s area of specialization.
You communicate with the writer and know about the progress of the paper. The client can ask the writer for drafts of the paper. The client can upload extra material and include additional instructions from the lecturer. Receive a paper.
The paper is sent to your email and uploaded to your personal account. You also get a plagiarism report attached to your paper.
PLACE THIS ORDER OR A SIMILAR ORDER WITH US TODAY!!!
We provide professional writing services to help you score straight A’s by submitting custom written assignments that mirror your guidelines.
Get result-oriented writing and never worry about grades anymore. We follow the highest quality standards to make sure that you get perfect assignments.
Our writers have experience in dealing with papers of every educational level. You can surely rely on the expertise of our qualified professionals.
Your deadline is our threshold for success and we take it very seriously. We make sure you receive your papers before your predefined time.
Someone from our customer support team is always here to respond to your questions. So, hit us up if you have got any ambiguity or concern.
Sit back and relax while we help you out with writing your papers. We have an ultimate policy for keeping your personal and order-related details a secret.
We assure you that your document will be thoroughly checked for plagiarism and grammatical errors as we use highly authentic and licit sources.
Still reluctant about placing an order? Our 100% Moneyback Guarantee backs you up on rare occasions where you aren’t satisfied with the writing.
You don’t have to wait for an update for hours; you can track the progress of your order any time you want. We share the status after each step.
Although you can leverage our expertise for any writing task, we have a knack for creating flawless papers for the following document types.
Although you can leverage our expertise for any writing task, we have a knack for creating flawless papers for the following document types.
From brainstorming your paper's outline to perfecting its grammar, we perform every step carefully to make your paper worthy of A grade.
Hire your preferred writer anytime. Simply specify if you want your preferred expert to write your paper and we’ll make that happen.
Get an elaborate and authentic grammar check report with your work to have the grammar goodness sealed in your document.
You can purchase this feature if you want our writers to sum up your paper in the form of a concise and well-articulated summary.
You don’t have to worry about plagiarism anymore. Get a plagiarism report to certify the uniqueness of your work.
Join us for the best experience while seeking writing assistance in your college life. A good grade is all you need to boost up your academic excellence and we are all about it.
We create perfect papers according to the guidelines.
We seamlessly edit out errors from your papers.
We thoroughly read your final draft to identify errors.
Work with ultimate peace of mind because we ensure that your academic work is our responsibility and your grades are a top concern for us!
Dedication. Quality. Commitment. Punctuality
Here is what we have achieved so far. These numbers are evidence that we go the extra mile to make your college journey successful.
We have the most intuitive and minimalistic process so that you can easily place an order. Just follow a few steps to unlock success.
We understand your guidelines first before delivering any writing service. You can discuss your writing needs and we will have them evaluated by our dedicated team.
We write your papers in a standardized way. We complete your work in such a way that it turns out to be a perfect description of your guidelines.
We promise you excellent grades and academic excellence that you always longed for. Our writers stay in touch with you via email.