Anthony Menswear preserves a comfortable shopping environment for customers so that it can provide contentment to customers (Anthony Menswear, “Anthony Independent Menswear – Cambridge UK”). The apparel industry in the UK is highly competitive with several big players, and it is vital for Anthony Menswear to revise the marketing system in order to increase the customer base. Managing good relationship is one of the success factors for Anthony Menswear to sustain in this competitive business environment. Therefore, the paper will attempt to establish and implement marketing communication plan for Anthony Menswear so that it can improve the direct relationship with the customers. Further, the paper will also focus on the importance of Dynamic Customer Relationship Management (DCRM) theory and apply the AIMRITE and SOSTAC framework to evaluate the choices. Dynamic Customer Relationship Management (DCRM) Theory Nowadays, effective customer relationship management (CRM) has become a strategic imperative for organizations in all business sectors, especially in retail apparel industry. In order to generate more value for the brands and for the customers, organizations are attempting to maintain a close relationships with the customers and thus using huge amount of money in CRM activities. Anthony Menswear will gain effectiveness if it focuses exclusively on attaining more customers rather than obtaining higher market share. The major aspect for enhancing customer relationship in Anthony Menswear is through developing information sharing, creating faith and pledge between relationship participants (Park & Kim, “A Framework Of Dynamic CRM: Linking Marketing With Information Strategy”). In Dynamic CRM, organizations not only focus on company’s and customers’ profits but also concentrate on relationships for future advantages. Customers should be measured as an investment and an asset for organizations. CRM has emerged as one of the crucial marketing activities for companies functioning in dynamic commercial atmosphere. CRM can be regarded as an inclusive tactic and procedure of obtaining, retaining and associating with worthy customers in order to develop bigger value for the organization as well as the brand. In present days, CRM has developed as a method of preserving positive and commercial relations. Customer Touch Points: The touch point is considered as the point of interaction among the customers or the vision of organizations’ business. In apparel industry, touch is vital aspect for wooing customers. According to the observation of Stine & Et. Al., touch point is the “point at which products are purchased” (Singh & Lamba, “Maintaining CRM in Apparel Retailing through Touch Points: A Factor Analysis Approach”). It comprises of television advertisements and word-of-mouth among others. In Anthony Menswear, the major touch points are products and information sources. Anthony Menswear provides quality and ranges of products to the customers; therefore the organization needs to develop the information management system. Presently, several customers are influenced by modern kinds of information sources such as internet, social networking, and television advert
Direct and Marketing Communication Table of Contents Table of Contents 2 Introduction 3 Dynamic Customer Relationship Management (DCRM) Theory 4 Creation and Implementation of Marketing System 5 Media Planning 6 Marketing Communication Planning 9 9 Conclusion 12 Works Cited 13 Bibliography 16 Introduction Anthony Menswear is a small apparel organization situated in Cambridge of United Kingdom…
It is generally visual in nature but sometimes it may also be auditory. Different authors have provided different definitions of direct marketing. Drayton Bird (2000), have described it as an advertising activity which creates as well as exploits the direct relationship existing between the buyers and sellers (Mullin, p.1).
(2005), Principles of Direct and Database Marketing, 3rd Ed, Prentice Hall, p9) Discuss this statement. The traditional and conventional approach to marketing has been epitomised and framed in the concept of the ‘Four Ps’ of marketing for decades (Gronroos, 1994), which are product, price, place and promotion but the foundations of a dynamically changing modern marketing environment require that the concept of marketing must now evolve and break free from its economics based roots to cater to the demands of the contemporary consumer, whose primary focus is not embedded exclusively within the exchange of tangible goods but also the purchase of intangible services (Vargo & Lusch, 2004).
The first important thing Sports Gear Incorporated must do is identify its customers.
According to McDonald and Christopher (2003) direct marketing can be defined as: "marketing of products without using intermediaries". In order to organize direct marketing campaign Sports Gear Incorporated should gather information about its potential clients around UK.
In contemporary business context, the wide spread use of bar codes for most commercial products, the computerisation of many business and government transactions, and the advances in data collection tools have provided us with huge amounts of data at unprecedented rates.
According to Kotler (2003) this method is cheaper in times of restricted budgets that firms have. Direct marketing enables firms to focus on a smaller number of audiences and thus saves both time and money. Also, with the emergence of the web and the internet it has
As a result competition among them was not that intense. However with the passage of time more number of players has entered in a particular industry and this has resulted to intense competition. Over the years with the
Since the initiation phase, Anthony Menswear has maintained a good status in apparel business by providing ranges of quality products in affordable rates. Anthony Menswear preserves a comfortable shopping environment for
Organizations can produce their products but cannot promote or introduced them to their potential customers without the use of marketing (Slater, Hult, & Olson, 2010).There are many methods of marketing, and direct marketing is one of them. During
Even little tasks that may seem negligible such as sending a thank you mail, playing darts with a prospective customer, responding to communication on time and having coffee with a former client are all important in
Presently, most companies contain millions of tons of information about their customers with an objective to using in selling their products directly to them. This stored data is utilized to reach out to the customer directly and
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