Lindt Italy Case Study
My consulting project wants to integrate the conventional communication that Lindt has with its customers through several proposals that take into account:
• any changes in marketing strategies,
• current communication’s digital tools,
• the use of newsletter as a tool to create lasting, reliable and continuous relationships.
Lindt Italy operates through four different channels.
In 2015, Lindt Italia’s turnover showed the following operating segments:
- 42% of revenues related to the modern trade (large scale retail trade)
- 42,5% of revenues related to the specialized trade (by sales traditional trade department)
- 5% of revenues related to the wholesalers
- 12,5% of revenues related to Lindt’s own points of sale
In my consulting project I …show more content…
The B2B channel refers to all commercial transactions among companies. In particular, it indicates the relationships that a company holds with its own customers and suppliers.
In Lindt, the B2B channel refers to those companies that buy some chocolate products from Lindt, in order to give them as a present for their suppliers, clients or employees, or in order to create a coo-marketing partnership according to the seasonal recurring events (Christmas, Easter, S.Valentine day, etc.). For example, a firm may acquire a certain amount of customized/standardized products of Lindt, in order to give them as a present to those customers who spend a defined amount of money for its products/services.
The B2C channel refers to the specialized channel composed by bakeries, pastry shops, groceries and bars, which buy Lindt’s products in order to sell them to their customers.
Today, Lindt does not have a specific communication with the clients of these two channels. The company mainly uses a conventional marketing strategy to maintain its relationships with clients: for B2B channel, the company’s website is almost the only tool clients use to contact the company; for B2C channel, he communication is controlled by the sale …show more content…
This method, which takes the form of a survey, is relevant for my study because it allows me to operationally test whether the economic theories that prove that the use of social networks in the current marketing communication will provide benefits, they can also be implemented into Lindt. Obviously, before proposing an investment that handles digital information, it is necessary to perform a test that measures the propensity of the specialized segment of using the social networks and their sensitivity and ability to use these digital tools for doing business beyond personal purposes.
It is a heterogeneous segment composed by shops with different sizes, with different age entrepreneurs and with differentiated purchasing behaviors.
Anyway, I think it is important to amend the existing relations with them because in this way the company obtains a value that, at the moment, is delegated to the agents, while it is known that one of the most important intangible assets in business assessment and goodwill is the customer
• any changes in marketing strategies,
• current communication’s digital tools,
• the use of newsletter as a tool to create lasting, reliable and continuous relationships.
Lindt Italy operates through four different channels.
In 2015, Lindt Italia’s turnover showed the following operating segments:
- 42% of revenues related to the modern trade (large scale retail trade)
- 42,5% of revenues related to the specialized trade (by sales traditional trade department)
- 5% of revenues related to the wholesalers
- 12,5% of revenues related to Lindt’s own points of sale
In my consulting project I …show more content…
The B2B channel refers to all commercial transactions among companies. In particular, it indicates the relationships that a company holds with its own customers and suppliers.
In Lindt, the B2B channel refers to those companies that buy some chocolate products from Lindt, in order to give them as a present for their suppliers, clients or employees, or in order to create a coo-marketing partnership according to the seasonal recurring events (Christmas, Easter, S.Valentine day, etc.). For example, a firm may acquire a certain amount of customized/standardized products of Lindt, in order to give them as a present to those customers who spend a defined amount of money for its products/services.
The B2C channel refers to the specialized channel composed by bakeries, pastry shops, groceries and bars, which buy Lindt’s products in order to sell them to their customers.
Today, Lindt does not have a specific communication with the clients of these two channels. The company mainly uses a conventional marketing strategy to maintain its relationships with clients: for B2B channel, the company’s website is almost the only tool clients use to contact the company; for B2C channel, he communication is controlled by the sale …show more content…
This method, which takes the form of a survey, is relevant for my study because it allows me to operationally test whether the economic theories that prove that the use of social networks in the current marketing communication will provide benefits, they can also be implemented into Lindt. Obviously, before proposing an investment that handles digital information, it is necessary to perform a test that measures the propensity of the specialized segment of using the social networks and their sensitivity and ability to use these digital tools for doing business beyond personal purposes.
It is a heterogeneous segment composed by shops with different sizes, with different age entrepreneurs and with differentiated purchasing behaviors.
Anyway, I think it is important to amend the existing relations with them because in this way the company obtains a value that, at the moment, is delegated to the agents, while it is known that one of the most important intangible assets in business assessment and goodwill is the customer