Intro

CRM

TM

Conclusion

Benefits and challenges Of

Targeted marketing

Case StudyCypress Semiconductor and FleetBoston:

Submitted by:

Group II

CRM

TM

Case Study

Conclusion

Introduction

Cypress Semiconductor Corporation is a Silicon Valley-based semiconductor design and manufacturing company founded by T. J. Rodgers and others from Advanced Micro Devices.

The company initially focused on the design and development of high speed CMOS SRAMs, EEPROMs, PAL devices, and TTL logic devices.

FleetBoston Financial Corp. was a Boston, Massachusetts–based bank created in 1999 by the merger of Fleet Financial Group and BankBoston. In 2004 it merged with Bank of America; all of its banks and branches were given the Bank of America logo.

Introduction

introduction

TM

Case Study

Conclusion

Cypress corp. : CRM

Cypress used the Internet technologies like web based satisfactory surveys and social CRM to support marketing and improve its business and customer value

Cypress real time customer satisfaction monitoring system from Satmetrics systems triggers the local sales office and the vice president of headquarters sales.

This improves the responsiveness of the employees to customers and increase the customer satisfaction.

CRM

Introduction

EPM system

TM

Case Study

Conclusion

CRM

Traditionally, CRM served mainly to collate customer data like profiles, order history etc. and served to maintain a relationship with the customer and the company.

A Customer Relationship Management system may be chosen because it is thought to provide the following advantages:

Quality and efficiencyDecrease in overall costsIncrease Profitability

CRM

Data Collection

Data Analysis

Introduction

CRM

BI

Case Study

Conclusion

FleetBoston Financial corporation

Fleet uses the Customer Segmentation to compute and track profitability of every customer and Target its Marketing efforts to individual customers based on their current and past contributions

Fleet also uses Artificial Intelligence systems to analyze transactions in real time and spot the increase/decrease in transaction ratesTarget

Marketing

Introduction

CRM

BI

Case Study

Conclusion

What is a Marketing?

“Getting the right goods, to the right people, in the right place, at the right time, with the right level of communication profitability”

Marketing is a process of understanding what your customers want and providing them with what they want and communicating the factor that is available to them.

Target Marketing

Introduction

CRM

BI

Case Study

Conclusion

Market Segmentation

Target Marketing

Market include people with needs, wants, purchasing power and willingness to buy a certain product.

Market Segmentation is grouping a market followed by various and distinct needs that require different marketing strategy

After evaluating profitability of each segment marketer choose one or more of the market segments to enter. This action is called ‘Market Targeting’

Introduction

CRM

BI

Case Study

Conclusion

Target Marketing

Target market is a business term meaning the market segment to which a particular good or service is marketed.

It is mainly defined by age, gender, geography, socio-economic grouping, or any other combination of demographics.

Target Marketing involves breaking a market into segments and then concentrating your marketing efforts on one or a few key segments.

Target Marketing

Introduction

CRM

BI

Case Study

Conclusion

FleetBoston Financial corp. : Use of IT

By using Artificial intelligence the company analyze the customer transactions in real time and stores the information in the databases for future use.

It ensures that the most valuable customers get preferential treatment based on the current and past contributions to the company.

Target Marketing helps the employees, Putting the right offer, in front of the right customer, at the right time

Artificial Intelligence

Introduction

CRM

BI

Case Study

Conclusion

Pitfalls of Targeted Marketing

Some companies spends lot of time and millions of dollars to build databases but unable to calculate customer value.

Since companies don’t convey the information mined by analysts to the marketing, sales, and front-line customer service people who use it.

One of the biggest pitfalls of customer databases is that best customers are bothered endlessly

Artificial Intelligence

Introduction

CRM

BI

Case Study

Conclusion

How does the use of Internet Technologies to support the marketing function at Cypress Semiconductor improve business and customer value?

The company has made a Web-based customer satisfaction monitoring system (i.e. a customer satisfaction questionnaire) by which the customers can give their feedbacks. If a customer gives poor rating, it will automatically trigger an e-mail to the Vice President of the company which will help him to take immediate steps for the customer satisfaction.

It ensure that their customers have a positive feeling towards the company.

Cypress uses CRM, web based surveys, segmentation, database analysis to target its customers with right product at right time to improve the business.

Solutions

Introduction

CRM

BI

Case Study

Conclusion

What are the benefits and potential challenges of FleetBoston’s use of IT to support their targeted marketing programs?

Benefits • Use of IT boosted the yields of its marketing campaigns.• They were able to calculate and monitor the profitability

of each customer and target its marketing efforts to individual customers based on their current and past contributions to the bottom line.

Challenges• Expensive and Time Consuming..• Prediction of Human behavior is quite difficult• Since they maintain databases and use internet

technologies there is threat from Hackers. Hence maintaining firewall is a challenge for the companies..

Solutions

keting

Introduction

CRM

BI

Case Study

Conclusion

Why so IT-based targeted marketing programs sometimes produce negative business results? How can such results be avoided?

IT based targeted marketing sometimes produce negative business results due to Ineffective targeting which leads to wrong product offers, inappropriate marketing appeals, wrong pricing at wrong place. It will spoil the company’s goodwill within no time.

Solutions

Introduction

CRM

BI

Case Study

Conclusion

Solutions

Such negative results can be avoided through the following ways

Companies should have the right idea about surveys and use the database in effective manner.

Improved Customer Relationship Management(CRM) should be there

Tools such as Statistical analysis, Data mining should be done with outmost care.

Use of Artificial Intelligence to analyze the real time transactions.

Intro

CRM

TM

Title

Conclusion

Conclusion

Conclusion

YOU need Smart Thinking on top of the data base

Thank you..Group II

Faisal VManoj Kumar KVinothSharique IqbalRoopesh KumarRamanathan M

NaseemArifRamyaLathaFrenyAjay