Imagine that you\'ve been appointed as the new chief marketing officer (CMO) for
ID: 350817 • Letter: I
Question
Imagine that you've been appointed as the new chief marketing officer (CMO) for a large consumer packaged goods (CPG), company (e.g., Johnson, & Johnson, P&G;, Kraft). Your CEO has decided that your company will be the premier "relationship" company in your industry. . What could that mean? How will you execute your plans to be the premier relationship company? What will you use as a data collection tools? What role.will interactivity (with customers) play in your plans? What role will e-mail and social networking play? Be as specific as you can.Explanation / Answer
Being a premier 'relationship' company here would mean being the best at interacting with consumers to provide them with timely information at different stages of the marketing funnel. It will also include providing them with a very satisfactory after sales support.
To execute the plans to be the premier relationship company, for every marketing activity, the customer as a stakeholder has to be imagined. Imagine that we have a fast moving product. Around every product, there is a consumer story which can be capitalized both to ease the communication with prospective customers as well as aid in branding.
The best data collection tool would be customer interviews. Customers can be selected at random and interviewed. if there are budget constraints, then a properly designed survey will help.
Interactivity will play a major role (in fact, the top role) in all the plans. User experience as we call it matters a lot today. Online chats is one such example where the customer can get immediate information and reprieve in case of complaints.
E-mail and social networking will play a major role in human-to-human marketing. Customized emails, targeted social network campaigns, comments and likes on social network can help in creating a community out of the relationships that are built ultimately aiding the company to be a premier relationship company.