Transcript
Objectives ETİ of CRM:
Acquiring New Relationships
Retaining Customer Relationships
Attaining Customer Loyalty
STEPS of CRM:
1. Build a database
2. Analyse, define types, profitability
3. Customer selection
4. Activities to delight selected
customers
- discourage others
5. Analyse again to see how we’re
doing
1. Building Database with
Questionnaire
• Questionnaire is conducted to 30
university students (19-24 years old)
• Purpose of the process is collecting
data for creating an ETİ CRM strategy.
Conducted Questionnaire:ETI CRM QUESTIONNAIRE:
Name-Surname:
1) Sex: Female [ ] Male [ ]
2) Height: [ ] cm. Kilo: [ ] kg.
4)Are you pleased with your weight? Evet [ ] Hayır [ ]
5)What comes back to your mind, with the word of form?
6)What is the reason of your consuming form foods?
Lose Weight [ ] Health [ ] Keep in form [ ] Other [ ]
7) What is the frequency of your consuming Eti Form?
Never [ ] Once a month [ ] 2-3 times a week [ ] Everyday [ ]
8)What is the reason of your prefer Eti to other brands?
Taste[ ] Calory [ ] Price [ ] Brand Value [ ] Other ..........
9) Choose 3 of Eti form products?
POPCORN [ ]
CHOCOLATE COATED BISCUIT [ ]
MUESLI [ ]
BISCUIT with BLACK CUMIN [ ]
BLUSHED WHOLE WHEATED BREAD [ ]
SIMPLE BRAN BISCUIT [ ]
BRAN BISCUIT with AVENA [ ]
BISCUIT with GRAIN [ ]
LEMON BISCUIT [ ]
STICK CRACKER [ ]
MIXED FRUID BISCUIT [ ]
10)Why do you prefer this form products to others?
Taste [ ] Calory [ ] Price [ ] Other ...
11)What are your expectations ...
2. Analysing, Define Types, profitability
12%
63%
25%
BMI for MALE
Slim <20 Normal 20-24.9 Too Little Overwight 25-29.9
22%
64%
14%
BMI for FEMALE
Slim <20 Normal 20-24.9 Too Little Overwight 25-29.9
37%
25%
38%
0%
Frequency of Consumption for Male
Never Once a Month
Twice-three times of a week Every Day
0%
64%14%
22%
Frequency of Consumption for Female
Never Once a Month Twice-three times of a week Every Day
6%
50%31%
13%
Reason of Consumption forMale
Lose Weight For Health Keep in Form Other
16%
15%
69%
0%
Reason of Consumption forFemale
Lose Weight For Health Keep in Form Other
54%
0%
13%
13%
20%
Reason of Preference to other Brands for Male
Taste Calorie Price Brand Value Other
46%
15%
0%
39%
0%
Reason of Preference to other Brands for Female
Taste Calorie Price Brand Value Other
29%
21%
6%
2%4%
0%0%
2%
23%
2% 11%
Product Preference Graphic
1 2 3 4 5 6 7 8 9 10 11
Product Types and Preferences:
90%
3% 0%
7%
Reason of Preference
Taste Calory Price Other
3. Customer Selection for
Men
0%
67%
33%
Twice-three Times a WeekConsumption
<20 20-24.9 25-29.9
25%
50%
25%
Once a MonthConsumption
<20 20-24.9 25-29.9
Neither of men consume Eti Form everyday
!
After analyse the men, who consume Eti
Form twice-three times a week or once a
month;
All of them are Normal (20-24.9) Body
Mass Index.
It’s means that , intended population is
Normal Weight Men.
3. Customer selection for Women
33%
44%
23%
Once a Month for Female
<20 20-24.9 25-29.9
0%
100%
0%
Every Day for Female
<20 20-24.9 25-29.9
After analyse the women, who consume
Eti Form twice-three times a week, once a
month or everyday;
All of them are Normal (20-24.9) Body
Mass Index.
It’s means that , intended population is
Normal Weight women.0%
100%
0%
Twice-Three times of a week
<20 20-24.9 25-29.9
According to all analysis:
◦ Platinums are Normal Weighted women
◦ Golds are Normal Weighted Men
◦ Irons are Slim Women.
◦ Leads are too little Overweight Women and men.
4.Activities to Delight Selected Customers and Analyse
again to see how we’re doing
Customer strategy of the Eti Form is not based on
increasing profit, it based on continunity of current
customer and gaining new customers without
wander from mission of the Eti Form !
Developed Strategies:
Men consume Eti Form but they consume less thanwomen and consume for health but women consume EtiForm to keep in form.
For increase the number of men who consume the EtiForm, health related promotions and slogans can becreated.
“Eat Form- Stay Healty” “Eat Form-Keep in Form”
Accordng to the questionnaire Customers are willing tonew products. Especially, for gain new customer, new butconform to Eti Form’s mission products can produce. Forexample; for the customer who wants lose weight, dairyproducts like cheese, milk, yogurt can be produce.
• For customers, taste and brand value are most important factors to
buy Eti Form. Most of them doesnt’s care price. So, increasing
price a good few can increase profit but,
“Main objective is not based on increase profit”
•Eti Form have high brand value, almost all customers familiarise Eti
form more than other brands.
For keeping this stabil, social activities like concert, bike tour,
camping can be arrange.
For male and Female, Popcorn,
Chocolate coated Eti form and
lemon aromatic Eti form are prefered
most.
So,promotions related with these
produts can be ıncreased.
AYŞEGÜL SAKALLI 100303005
NASİBE DENİZ 100303027
NİLÜFER TEKKOL 100303035
ZEYNEP AKÇAY 100303031
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