Relational Exchange IN International Markets

RELATIONAL EXCHANGE
IN
INTERNATIONAL MARKETS
ABOUT RELATIONAL EXCHANGE:
• Relational marketing attempts to create a relationship
between the customer and the salesperson or business.
• Because of the relationship, customers will feel a loyalty to

the business and return for future purchases.
• Relational marketing is important for large purchases like

purchasing a car or home, but pure relational marketing
runs the risk of building a relationship without closing the
sale.
Relational Exchange in
International Markets
• Brand Loyalty Program- Designed to optimize every
customer contact by offering an incentive to his buying
behavior
• Rebate Program- Awards gift certificates on reaching a
spending threshold
• Partnership Program- Rewards are given to partner
company’s customers with an expectation that they may
likely become customer in future
• Affinity Program- Offers information on latest products,
value added benefits to suit specific customer lifestyles
OYO-RELATIONAL EXCHANGE
PARTNERS
FRIENDS
ACQUAINTANCES
STRANGER
STRANGER ACQUAINTANCE
• Comparatively cheap with attractive • High quality customer experience at

offerings affordable prices
– TV
– Air conditioner • Easy and hassle free booking through
– Parking facility OYO app and website
– Card payment
– Internet access, wifi • Mass media and digital marketing to
– Power back-up engage the audience
• Invite and Earn • Time-to-time update on new offers and

discounts
• Free stay offers to the first customers
to try the service • Unmarried couples allowed
• Local ID accepted
• Attractive offers and discounts to • Pay at hotel
attract the customers • No minimum booking charge
ATTRACTIVENESS + SATISFACTION
FRIENDS PARTNERS
• Offers differentiated products/services • Oyo Wizard Membership

– Complementary breakfast • Blue
– Pay cash at the time of check-in • Silver
• Gold
– Early check in
– No minimum booking amount
– Zero cancellation charge • Partnership Program:
– More than 500+ brands
• Offers customized and individualized – Paytm, Zoomcar, MobiKwik, Ola, Dineout,
offerings etc.
– Oyo Workshops
– Oyo Total Holidays • Rebate Programs:
– Weddingz – Discounts and offers
– Oyo Life
• 23000+ hotels in 800 cities in 18

• Free OYO Lite Wizard Membership countries
TRUST + COMMITMENT
OYO
How Zara successfully applied
relationship marketing?
• Zara adopts both standardization and adaptation of its marketing mix to
achieve the most effective outcomes.
• adapts its strategy to serve different customer target segments differently.
Not all customers bring in the profit for the company.
• created long-lasting and mutually beneficial relationships with its customers.
• Zara also makes its clothing in limited quantities with many limited editions
and seasonal specials to give the products an exclusive appearance. This
technique makes customers become more loyal and visit the stores more
often.
• Loyal customers are also very effective marketing channels where customers
posting on their social network sites, which in effect advertises for the
company.
WHY relationship marketing is important to ZARA
• Relationship marketing creates stable relationships between
companies and their clients.
• Enhance its brand and keep updated with its customers' taste,
preferences, etc.
• Internationalization and market saturation has made the

market more fiercely competitive, requiring firms to change
their strategies to focus instead on retaining their current
customers.
• Low spending in advertising forced Zara to retain profitable

customers who also on their behalf promote the brand.
Anglia Network Europe
• Throughout its history, the company based its business on approach
that is effective in the Dutch system. However, when it comes to
international expansion, new approach and marketing strategy.
• Anglia Network Europe is a network that specialized on assessing and

improving English proficiency. Its core objective is to improve and
structure learning and teaching of English language.
• The approach Anglia Network Europe has been using in the

Netherlands is based on peer-to-peer relations between teachers from
various schools. This implies that when the company reaches a
specific school, teachers would contact fellow colleagues from other
institutes who might be interested in the services offered;
consequently, providing more students with access to English
education.
Factors lead to the successful expansion of Anglia
Network in the Ukrainian education system
The conceptual model above shows the relationships between

the main variables that would affect the expansion of Anglia
Network Europe in Ukraine. The expansion can be considered
successful when the company increases the number of active
participants in the target region.
The expansion of Anglia Network Europe in Ukraine starts with
meetings with the principals of the local schools in the form of focus groups.
This method of data collection provides insight into the needs, wants and
interests of the customers. According to which the company will adapt its
existing services in terms of price, location and time, for example. Different
schools have different requirements and capabilities. Therefore, it is
important to address their needs individually. Personal approach helps to
identify key changes that need to be made in order to create or increase
customers’ value. The data from focus groups will be complemented with
qualitative data from questionnaires that will show the perspective of
students on Anglia activities.
marketing strategy, the network uses elements of relationship marketing,

meaning that relationships with customers, their retention and loyalty is
in the focus. The success of this strategy can be explained by the fact that
connections with clients and the company recognition is relatively strong
in the Netherlands.
PepsiCo Inc. (PEP) is a leading food and beverage
company with an impressive global presence. The
company’s products reach the market through the
following three channels: direct store delivery (or DSD),
customer warehouse, and third-party distributor
networks. PepsiCo chooses the relevant distribution
channel based on customer needs, product characteristics,
and local trade practices.
In Brand Keys’ 21st Annual Customer Loyalty Engagement Index, PepsiCo

usurped Coca Cola and gained the top spot as the most loyal regular soda brand.
Digital Innovation Key To Attract Younger Consumers
Product launched by the company Pepsi Spire, a digital drinks fountain that puts
consumers in control and allows them to personalize their drink with up to 500
combinations. Spire was developed as an initiative to find the perfect balance
between customer engagement and efficiency.
By Create memorable experiences
Pepsi creates unforgettable experiences that bring people together. In
2013, Pepsi introduced Pepsi Songbooth, where users could sing
karaoke directly into their phone for a chance to compete with others
and earn points to redeem for prizes like concert tickets and headphones.
This initiative brought people together by getting them involved in a
unique challenge that also allowed them to earn loyalty points. These
types of campaigns help drive engagement with the brand and create
experiences the consumers will remember.
Listen to customer feedback

Finally, forming a connection and listening to your customers’ feedback
makes them feel valued and appreciated. This helped prove to Pepsi
customers that their feedback does not go unheard and that their
opinions truly make a difference to the brand. When customers feel
appreciated and valued by a brand, this builds trust and deepens the
brand relationship.
THANK-YOU

Relational Exchange IN International Markets

Uploaded by

Copyright:

Available Formats

Relational Exchange IN International Markets

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Relational Exchange IN International Markets

Uploaded by

Copyright:

Available Formats

RELATIONAL EXCHANGE

• Because of the relationship, customers will feel a loyalty to

• Relational marketing is important for large purchases like

• Comparatively cheap with attractive • High quality customer experience at

• Invite and Earn • Time-to-time update on new offers and

• Offers differentiated products/services • Oyo Wizard Membership

• 23000+ hotels in 800 cities in 18

• Internationalization and market saturation has made the

• Low spending in advertising forced Zara to retain profitable

• Anglia Network Europe is a network that specialized on assessing and

• The approach Anglia Network Europe has been using in the

The conceptual model above shows the relationships between

marketing strategy, the network uses elements of relationship marketing,

In Brand Keys’ 21st Annual Customer Loyalty Engagement Index, PepsiCo

Digital Innovation Key To Attract Younger Consumers

Listen to customer feedback

You might also like