FREE online courses on CRM - The Importance of Customer Relationship - The
Concept Of Relationship Marketing
Relationship marketing is changing the way marketers use traditional media
channels to build brand image and awareness. Marketers are not just
re-allocating ad budget between existing media products, they are taking
advantage of whole new set of media choices. The aim is to build
relationship instead of a one-time sale, which is termed as a transaction.
With more companies turning into relationship, marketing more money is
being funneled into proprietary media for communicating directly with
consumers.
Relationship marketing centers are developing an on-going relationship
with consumers across a family of related products and services. Its purpose is
to build a long-term bond between the company and consumer.
This long-term bond has been aimed by JK
Tire, which started its Dial-a-tireservice in February 1999.
Services offered by Dial-a-tire service;
·Fitting new tires;
·Wheel balancing and
·Alignment checking at the customer's doorstep. Now,
a tyre is black and round, it's hard to make it look attractive. The idea was
to create excitement in an otherwise dull category through service innovation
aimed at retaining customers. “In this competitive environment, retaining
customers works out cheaper than acquiring new ones”.
Similarly, Maruti is now moving
in the direction of complete solution to customers. The first step in this
direction is to make its products more affordable to consumers. In the
mid-1990s, Maruti has set up two joint ventures with Countrywide and Citibank
for car finance.
Another concern for a car buyer is reliable service network of
authorized service station. It has introduced the concept of Maruti service
master. Moreover, Maruti is expected to take up sale and purchase of old cars.
Thus, they take the next worry of an owner.
Maruti has also provided sales point for genuine spares at most of
its service stations. It has joined hands with Delhi Transport Corporation
to set up a driving school offering theoretical as well as practical
training. This completes Maruti's package for consumers.
