The Ultimate Bond

Being introduced in India in 1956 as an easy –to-use white glue for carpenters in replacement of Saresh (fat-based adhesives), the ULTIBOND company started its journey and never looked back. As The ULTIBOND Company was well known to recognize the need of their product and convert it into a marvelous opportunity, the company started manufacturing AI glue products for students as well as for professional and educational institutes. In order to shift end-users from natural glues and other synthetic adhesives available at the time, AI glue embarked on a bold marketing game plan. Instead of selling through stores, AI glue approached carpenters directly. This direct marketing initiative was one of the most successful strategies employed by the company and helped the brand gain a strong foothold in the white glue market. By 1965, the brand was big enough to develop its own manufacturing plant in Maharashtra. Primarily the company decided to enter into the retail market with a packaging of 33 grams collapsible tube in early 1970’s, later came up with many other unique packaging styles to cater the need and requirements of different segments of its customer base.

Carving New Dimensions for Entrepreneurial Management

The purpose of this study is to identify the strategies, enabling the current and potential businesses to achieve their commercial and operational objectives. In-depth semi-structured interviews were used as data collection tools. The data were analyzed through thematic content analysis to gauge themes from the interviews. The explored strategies were mentor-mentee relationship, effective team building, research and development to sustain in the long run, continuous innovation to keep ahead of the competition, efficient customer management to retain the customer base and product proposition. Besides that, academia would be benefited in terms of inculcating such strategic frameworks in the course curriculum of entrepreneurship. The study's originality revolves around a comprehensive strategy from an Asian subcontinent to build and manage the entrepreneurial setup. The literature of entrepreneurship also highlights the importance of such strategies, enabling the practice and academia to learn and harness their business ideas.

EXAMINATION OF DIGITAL AND NON-DIGITAL FACTORS ON PERCEPTION OF MOBILE BANKING CUSTOMERS: A CASE OF DEVELOPING ECONOMY

The purpose of current study is to examine perception of mobile banking customers about digital and non-digital factors in Pakistan. The population of current study consists of current and future users of mobile baking in Pakistan. In this study, mobile banking usage is considered as dependent variable and seven variables (5-digital & 2-non-digital) have been selected as independent variables. The SPSS version 16 was used to analyse and report the data collected through an administrative questionnaire. The results of current study indicated that non-digital factors (Need of service and service quality) has insignificant relationship with perception of the mobile banking customers. Also, results indicated a significant relationship between digital factors (Performance expectancy, effort expectancy, relative advantage, trust and security) with perception of mobile banking customers. As a practical implication of the study, current study facilitate banking sector to facilitate their customers and retain their customer base. Banks used these results to identify the social norms of their banking customers and link them with mobile banking technology to facilitate them.

Gender-based cybercrime is likely to rise in India

Significance The experience of surfing the net is vastly different for women, who have been disproportionately at the receiving end of cybercrimes that undermine their safety online. As elsewhere, the forms of online offence included bullying, stalking, impersonation and non-consensual pornography. Impacts Lack of online safety will limit the female customer base of digital platforms. Entrenched weaknesses of the judicial systems impede reporting and conviction of cybercrime. Civil society demands for a personal data protection law will rise.

MEASURING CUSTOMER LIFETIME VALUE: APPLICATION OF ANALYTIC HIERARCHY PROCESS IN DETERMINING RELATIVE WEIGHTS OF ‘LRFM’

ABSTRACT The limited availability of resources drives retailers to tailor their resources to identified profitable customers. In the present scenario, when the ROI of marketing is being questioned, the satisfaction of the profitable customers is of utmost importance as it drives their loyalty towards the retailer and the retailer’s brand. This research has considered Length of association with customers (L), apart from variables like Recency (R), Frequency (F) and Monetary-value of the purchase (M) in measuring customers’ relative-worth based on the calculation of Customer Lifetime-value (CLV). The contribution of this article lies in calculating weights of these variables – L, R, F, and M and demonstrating the calculation of CLV using weighted LRFM based on data collected from a leading apparel retailer in India. The obtained results for the customer base using the proposed approach is more reliable when compared with traditional non-weighted approaches of RFM based CLV. This methodology will provide a new and better option to retailers for measuring CLV of their customers, thus aiding their decision making about customer-friendly profitable marketing strategies and attaining optimum returns on their investments.

An Exploration of the Green Targeting Strategy – Green Brand Positioning Strategy Linkage: A Qualitative Study

The importance of the relation between targeting and positioning strategies is amplified in the context of the green market, as a result of the difficulty that many companies face in attracting an important customer base. The purpose of this paper is to provide a perspective on the relation between the targeting strategy and the green brand positioning strategy.

Mobilising the public to reduce household water use in Essex and Suffolk Water

The south-eastern region of the UK is facing water scarcity due to population growth and insufficient rainfall to meet household water demand. One of the regulatory requirements for water utilities is customer engagement to increase water efficiency. This chapter aims to identify key barriers to delivering engagement activities promoting household water efficiency and opportunities for improving practices in Essex & Suffolk Water (ESW) – a UK water utility operating in areas of serious water stress. A reflection is made on the water utility's Every Drop Counts (EDC) home visit campaign, an annual household water efficiency initiative, with particular focus on insights from its face-to-face delivery during Asset Management Plan 6 (AMP6, 2015−2020). The pilot of the EDC campaign's virtual initiative comprising of 66 virtual home visits is examined, with focus on drawing out lessons learned as Asset Management Plan 7 (AMP7, 2020−2025) begins during the coronavirus disease 2019 (COVID-19) pandemic. Whilst the virtual home visit campaign was found to reach a broader customer base, save financial and environmental costs, and address the season and place constraints typically posed by the face-to-face campaign, fewer water saving devices were installed per property (4.4) compared to the face-to-face campaign (6.4), and calculating measured water savings was impossible due to customers failing to take water meter readings independently during the COVID-19 lockdown. Face-to-face home visits should therefore not mean an end to virtual home visits and vice versa, but rather serve as a twin-track strategy for delivering the campaign. Key strategies that emerged as improving face-to-face home visits in ESW include increasing the use of customer insight; varying the frame for water efficiency communications; improving the face-to-face engagement strategy; enhancing knowledge training; and creating feedback mechanisms between water efficiency managers and plumbers on the frontline. To better maximise virtual home visits, it is recommended that the behavioural change aspect of water efficiency education is delivered as a key and complementary aspect of appointments, and customers are better supported to self-install a wider range of water saving devices. This chapter bridges the gap between water management theory and practice by providing a better understanding of how practitioners are putting concepts into action on the ground and by so doing, contributes to building a learning culture in the global water sector.

IMPLEMENTATION OF A QUALITY STRATEGY BASED ON CUSTOMER SATISFACTION ANALYSIS. CASE STUDY: HOTEL MARKET

The quality of services in hotel management is crucial for the development of brand value and the growth of the customer base. Every hotel should strive not only to improve the quality of services, but also to exceed customer expectations. Such a mentality is very beneficial especially for the field of hospitality management, where competition is constantly increasing.In light of this, a research was carried out, in order to evaluate the quality of services provided within the Alpin hotel unit so that the company can acknowledge customer dissatisfaction and implement the appropriate quality strategy towards positive outcomes

ONE STOP KITCHEN: managing a multi-brand cloud kitchen

Subject area Marketing; Business Expansion Strategy Case synopsis Rahul Hazarika, the owner of One Stop Kitchen (OSK), was convinced that expansion of his cloud kitchen had to be aligned at various fronts to compete. He was juggling with thoughts of expanding from B2C to B2B model, whether to expand in the same city or other cities or to introduce new variants in existing B2C so as to use and leverage the existing customer base and network. The competition was growing ablaze, and most of the orders were procured from the third-party aggregators, leaving little chance for OSK to connect to its customer base directly. The growth potential in this upcoming sector was undeniable, and Hazarika was continually trying to bring in relevant business practices to maintain the momentum. The case deals growing cloud kitchen business problems and covers business concepts such as business expansion strategy, product profiling and marketing strategies. Learning objectives Students will understand strategies for a Online startup Business in the Cloud Kitchen category. The concept of Product Profiling is also dealt with in the case. Complexity academic level Suitable for PG- and Executive-level courses. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing.

Customer Segmentation Using Machine Learning

Customer Segmentation is the process of division of customer base into several groups called as customer segments such that each customer segment consists of customers who have similar characteristics. Segmentation is based on the similarity in different ways that are relevant to marketing such as gender, age, interests, and miscellaneous spending habits.The customer segmentation has the importance as it includes, the ability to modify the programs of market so that it is suitable to each of the customer segment, support in business decisions; identification of products associated with each customer segment and to mange the demand and supply of that product; identifying and targeting the potential customer base, and predicting customer defection, providing directions in finding the solutions.