Case Study Of Kellogg's Customer Relationship Management

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Question 2:
a)
“Customer Relationship Management (CRM) is a strategy that aligns certain aspects of the business strategy, organizational structure, culture, and information technology with customer interactions to the long term satisfaction of the customers and to the benefit and profit of the organization” (Loftis, 2001). It mostly concern attracting, keeping and increasing customer base and matching the buyers expectations on the products.
b)
Companies can build customer relationship management at many levels. These levels depends on the customers and the nature of the market. If the company have a lot of low margins customers it more suitable to develop a basic relationship with those customers, keep in touch with them through simple
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From the product side Kellogg’s focus on providing a large set of different products and keep introducing new ones on regular basis, when setting their products prices Kellogg’s ensure that they provide a valuable product to the customers for the money they paid, regarding the place Kellogg’s ensure that their products are available everywhere, online, in cold stores, super markets and wherever customers or shoppers go, finally in promotion Kellogg’s focus on communicate and engage them self with the market.
Kellogg’s manage the balance in their marketing mix strategy by providing the right product, in a suitable price at the right place supported by good communication with the market which enable Kellogg’s to remain as the market leader.
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“General Mills, Inc. is a manufacturer and marketer of branded consumer foods sold through retail stores. Their products include ready-to-eat cereals, refrigerated yogurt, ready-to-serve soup, dry dinners, shelf stable and frozen vegetables, refrigerated and frozen dough products, dessert and baking mixes, frozen pizza and pizza snacks, grain, fruit and savory snacks, and a wide variety of organic products include granola bars, cereal, and soup.” (www.Forbes.com)
The differences between Kellogg’s and General mills marketing strategy is that:
Kellogg’s marketing strategy work through position its brand as the healthiest product and improve its marketing mix by offering healthy high quality products with suitable and reasonable price and make these products available everywhere to customers and ensure communicating the products benefits properly to deliver products which will satisfy the customers.
General mills marketing strategy “"Health improvements have increasingly become a primary driver of our innovation, both on existing products and as we develop new products," said Marc Belton, General Mills executive vice president of Global Strategy, Growth and Marketing Innovation. "We know that people expect great taste from our products, so we are careful to balance strong health benefits and health improvements with great taste. But it would be accurate to say that General Mills is squarely focused on health."

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