Customer Relationship Management - Research Proposal Example

AnimeInternational.com Service Marketing Plan for Relationship Management November 29, 2006 AnimeInternational.com Service Marketing Plan for Customer Relationship Management 1 November 29, 2006 1 AnimeInternational.com 3 Marketing Environment 4 Company 5 Customers 5 Collaborators 5 Competitors 6 Context 6 Customer Expectations 7 Marketing Proposal 7 SWOT analysis 9 Strengths 9 Weaknesses 10 Opportunities 10 Threats 10 Market Strategy 10 Market Knowledge 11 Market Orientation 12 Product Line Extensions 13 Marketing Competition Forces 13 Market Diversification 14 Hedonic Purchase 15 Customer Segmentation Marketing 15 Marketing Orientation 18 Financial Analysis 22 Evaluate Effectiveness 23 References 24 AnimeInternational.com Anime is a term generally used within pop culture to describe Japanese animation and Manga graphic comics. This definition extends to the secondary product lines, such as dolls and trading cards. The anime industry and secondary lines representing nearly 20 billion dollars in sales with DVD sales reaching 5.2 billion dollars globally (Rowley 2005). According to Pixar animation studio vice president John Lasseter, Anime "has been hugely influential," and "The Japanese have been the largest animation producers for years, but 99% of the stuff stays in Japan" (Rowley p 1 2005). The anime industry is based on the hedonic purchase habits of consumers as entertainment and collectibles. Animeinternational.com (2006) is an online retailer of anime related products: Dvds and Music; Manga and Books; Toys and Figures; Art Work; Cards and Games; and other merchandise such as accessories, jewelry, and even kitchenware. The company sells over 10,000 diverse products in the anime genre. Animeinternational.com also caters to the multimedia consumer, offering specialized downloads such as wallpapers and avatars (used in Internet forums, emails and online gaming). This diversity in product, design and orientation allows animeinternational.com to offer consumers a wide variety of the most popular anime titles through E-commerce and telephone purchases. Animeinternational.com (2006) slogan is "Your Online Anime Mega Store for all your Anime Needs" and advertises that "Unlike our competitors our focus is not only the North American market, rather we cater to the needs of customers in all countries worldwide." Claiming "price leadership and unparalleled customer service" (animeinternational.com 2006) the company exhibits a strong focus on total quality management in the domains of business to customer and business to business transactions. There are multiple products and services available. This marketing proposal paper will focus on expanding the services to include tailored customer relationship management service using use-case scenario technology and focus on expansion service lines in opening markets, particularly the female age 15-24 market that is highly undeserved in the anime industry. Marketing Environment Animeinternational.com has a strong market orientation towards customer relationship management (CRM). CRM is "identifying prospective buyers, understanding them intimately, and developing favourable long-term perceptions of the organisation and its offerings so that buyers will choose them in the marketplace" (Kerin p 21 2002). Animeinternational utilises several online techniques with the purpose of concentrating towards CRM. Some of these methods include blogging, online community, and 'fan fiction.' This type of 'free service' allows animeinternational.com to communicate with, understand and respond to the average consumer base, which has been identified as the young adult male in the Internet and gaming community (animeinterantioal.com 2006). Animeinternational.com also offers online 'chat' customer service, telephone service and specialised anime resources, such as an encyclopaedia. By continuously interacting with the customer base through communication, animeinterational.com exhibits strong consumer relationship management. Company Animeinternational.com (2006) key strengths are the fan base and ability to negotiate CRM by utilising market focused online communities. One significant advantage of animeinternational.com is the global focus, where most competitors market only towards the North American college aged demographic, animeinternational.com uses international marketing strategies, language and 'pop' culture to market towards a wider, global market. The company weaknesses can be attributed to those of the general anime market, specifically time-sensitive releases and purchases in the anime industry, such as lack of product supply placing an upward pressure on demand and price. Customers Customers are young male adults aged 15-34 and young adult female market has grown over the past few years to include the 15-24 female age group (Anime International 2006). The 'typical' anime consumer tends to come from the IT industry, with a high paying job and considerable amount of discretionary income (Anime International 2006. Typical behaviour from an animeinternational.com customer is the purchase of 'like' collectibles. Brand name fans tend to stick with that brand read the Manga and buys the anime DVD's as well as purchase accessories and other accessories of a specific character (Anime International 2006). Collaborators Animeinternational.com is in collaboration with nearly one-hundred networked web sites, also known as 'fan sites' as well as running an affiliate program where web sites can advertise with animeinternational.com for return advertising. Animeinternational.com has a direct relationship with industry manufacturers and distributors depend on the anime brand being sold. A direct relationship with manufacturers such as Geneon (www.geneonanimation.com 2006) reduces cost and price by removing the distributor. Shipping collaboration includes UPS (www.ups.com), FEDEX (www.fedex.com) and DHL (www.dhl.com) for world-wide shipping within the value chain. Competitors Competitors extend from traditional brick and mortar to e-retailers that utilise the same B2C method. However, because animeinternational.com offers web-based activities for a multitude of nations as well as offers B2B and wholesale merchandise, they have been able to corner international and B2B markets. Brick and mortar stores are not huge competitors. Most customers that buy from an exclusive anime retailer tend to be large parts of the online community, such as web designers and online gamers. Context International retailing requires an amount of legal and economical understanding of various nations. Furthermore, there is a legal pressure to ensure that Manga graphic/erotic novels are not sold to under-age children. There is also strong technological pressure to maintain the variety of services previously explained. Because of the unique traits of animeinternational.com customers, maintaining a high level of technological know-how, security and validity is important to establish consumer trust. Customer Expectations The studies of Hellier et al (2003) established that perceived value was the principal factor that influences customer re-purchases intention in the insurance sector. The effects of specific sector differences cannot be discounted in the disparities recorded (Bloemer, Ruyter and Wetzels, 1999). Andreessen and Lindestad (1998) have also studied the effect of corporate image and customer satisfaction on customer loyalty. Animeinternational.com utilizes its web-site to perform customer research analysis. Animeinteranational.com caters towards the anime industry collector, and therefore brand name is highly important to the company. Shimp (1999) defined a brand as a label for describing any object of concerted marketing effort. In the context of services marketing therefore, this label can be a name, sign, term, symbol or a design (Krishnan and Hartline, 2001). The concept of a brand name has a serious impact on the anime buyer, specifically because the nature of anime as a hedonic and collectable retail product. Animeinternational.com (2006) retails the popular and demanded brand names in the anime industry, claiming on the web site "We carry merchandise for all of your favourite Japanese Anime series." Without these popular titles, anime consumers would look elsewhere-regardless of the price. Marketing Proposal The current market analysis and strategy is highly focused on Internet and anime 'niche' magazine readers. This does leave some room for broadcast customers, however, customer research from animeinternational.com (2006) shows that most customers have found animeinternational.com (2006) through Internet mediums such as google Ad Words (www.google.com) and affiliate retailers. This market analysis and strategy is not an animeinternational.com concern, but for the industry in general. Television broadcast does not reach the target market because most of the target markets are more Internet based users than television watchers. There is also the cost consideration in broadcast marketing. The concern then becomes, how does animeinternational.com and the anime industry improve on reaching and expanding the target market Establishing a knowledge-based database from consumer research combined with geographic information will aid in understanding the customers beyond their purchase history. Increasing customer relationship management through use-base scenario technology will develop stronger marketing viability for the brand name. Hart (1998) has outlined key principles for creating and building brand names. Some of the strategic considerations she counsels brand name creators to consider borders on (i) whether the new product or service is innovative or not (ii) line extensions are planned for the future and (iii) the nature of protection the brand can afford. It has been stressed that any name chosen should ideally be easy to pronounce, understandable to users and also consistent with the cultural values and norms of where it is to be applied. Offering specialised services to children enables us to market to the parents, and so this would be an innovative procedure not found often in 'collector' anime retailers, but often found in toy lines marketed directly at children. Line extensions for the brand could include special animeinternational.com logos and avatars not found with other e-retailers. This service-based marketing initiative allows incoming information from customers is ordered by temporal priority. This allows the system to automatically respond to incoming information and send automatic updates when new products and services in the customer's preferences. This is a protocol that many major E-businesses utilize, such as Netflix and Wal-Mart. The secondary protocol is to deliver the information to the inventory and remove inventory as it is purchased. This is similar to Wal-Mart's procedure where "Suppliers used modems to dial into the Wal-Mart database for up-to-date, store-by-store information on sales and inventory for their products" (The European e-Business Market Watch 2004.) As a consumer purchases through the web site, the database will organize information and update inventory supply. The "Temporal consistency measures how well the temporal data items reflect the actual state of the environment" (Yuan et al 2004). The database time-stamps information to maintain consistency. As the transaction is time-stamped, the data is subtracted from current time through the update intervals to prevent overlaps in transactions. SWOT analysis The following analysis outlines Anime International's internal strengths and weaknesses and describes its external opportunities and threats in the marketplace. Strengths Engaged in a high growth market and possesses advanced technical know-how and years of experience. The company has developed vendor resources in the anime distribution market. Strong collaboration with external companies. Weaknesses Buyer confusion exists about anime and product changes in the near future. Similar products offered through competitors. Opportunities Global marketing management means that animeinterantional.com must be constantly viewing changes in 'pop' culture and navigating through various national legal contexts (Keegan and Green 2006, Katobe and Helsen 2002). This requires constant market research conducted by professionals who understand the international implications of the anime business as well as continuously upgrading technology to meat those various implications as they change. Threats Other market risks include competition, vendor distribution and consumer confidence Common threats in high-tech area often include entrance of new competitors. The following market strategy is based on the opportunities presented in the SWOT analysis as relating to "pop" culture and technology marketing. Market Strategy Duncan (p 346 2006) shows the media mix options as being print, broadcast, out of home, and interactive. Using customer based telephone and Internet surveys is only part of the marketing solution. Currently, animeinternational.com uses the Internet in conjunction with print magazines and e-retailers of similar products (such as video games) to get the message to consumers. These are considered interactive and print methods, so animeinternational.com does not reach a strong broadcast and out of home market. Market Knowledge To successfully improve the market saturation, animeinternational.com should investigate the management strategy, explore cultural diversity concerns, and examine total quality management (TQM) in relationship to CRM. Information systems is also considered knowledge management (KM), this "is all about capturing knowledge, both individual and corporate, storing it, and then making it readily available to those who need to access it. Many organizations now talk about their intellectual capital, about the need to make the most of it and preserve it across changes in personnel and organizational structure" (Charles p 24 2005). The goal is to plan, develop and incorporate knowledge from various sources and create a comprehensive and real-time database of 'intellectual capital' across the roles of individuals within the company. The key to this knowledge management process is to develop an operational system of expertise for individual knowledge to be combined in a meaningful manner to develop composition and relationships with diverse working methods in a qualitative capacity (Charles 2005). The identification and clarification of access rights and responsibilities will be implemented in regards to the access person's essential job functions, and the management of information organization will determine the status of information security rights as well as access. The process framework for insertion and management of client information and team knowledge will be developed with specific security objectives regarding the use and distribution of information within the system. Internal and external auditors may be used by the administration to determine compliance with business policy and information standards. Teamwork will be an important part of the business goals for enabling a comprehensive client centric database. (Fumy pp 2-4 2005). Market Orientation Customer-validated performance measures reflect customer requirements and help employees manage the value chain's processes and activities by concentrating their attention on improving what matters to the customer (Frazer-Robinson 1997). For the animeinternational.com, quality customer market analysis is a multi-stage measurement. This is defined by the customer's expected service level on dimensions of reliability, timeliness, responsiveness and competence from the company's perspective at the time of encounter, before the sales staff performed the required service for the customer (Frazer-Robinson 1997). In short, this is expedite service for the customer. Furthermore, the employee understanding of customer expectations about the sales person's experience, media skills and creative skills as well as how the sales person acknowledges the reputation of animeinterantional.com (Frazer-Robinson 1997). The relationship quality is the perceived service level on the above dimensions of the customer and sales person relationship, based on some experiences with the Internet and magazine marketing mediums (Frazer-Robinson 1997). Therefore, customer satisfaction must become focal point in market research and analysis as a cumulative, abstract affective construct that describes the total client's experience with the sales staff and is measured by the satisfaction with animeinteranational.com expertise, media and marketing skills performance and overall satisfaction with agency performance (Frazer-Robinson 1997). This will further assist in developing the ultimate goal to directly influence sales performance of animeinternational.com and consequently increase bonuses, but most importantly because sales are the main focus of the company direction (McCormick 2005). Product Line Extensions The Trigun product line stems from the cartoon and comic books from DarkHorse comics. This breeches two kinds of customers-the young adult cartoon viewer and the comic book reader. This product also appeals to collectors of movie and cartoon memorabelia. The benefit of the feature to the customer is the design and quality of the product. This company does not sell 'knock offs,' they purchase from the manufacturers commissioned by the designer (in this case, DarkHorse) to make the product. This direct line is also a benefit to the customer as it allows the company to give special discounts and quality assurance not found in secondary or warehouse wholesale E-retailers. Marketing Competition Forces Increased competition, media and political attention and more demanding customers have enhances the pressure in the anime industry to manage the business more efficiently and ethically. Technology has opened new opportunities for delivering efficient customer service. Consumers are increasingly careful about their time and their money, especially regarding their personal finance issues. They are spending more time working than ever before, and are placing a higher premium on their leisure time. This implies that much more effort will have to go into marketing towards customer service, with different levels of service available to different customer focus groups. Nor will the sales effort be merely volume driven, but instead we should try to optimize customer service by making it more focused, more efficient, less bureaucratic and with customer satisfaction becoming prime measures of success (Craig and Ramaseshan 1994). This means in particular better motivated and trained staff, management spending more time and effort to ensure that animeinternational.com is seen to produce and also greater effort to focus on satisfying customer (Craig and Ramaseshan 1994). Market Diversification Jones et. al (2002) reported that three factors make brands strong. These are (i) clarity of vision and values (ii) consistency in the manner in which the brand is applied and (iii) leadership in the way the brand renews itself and exceeds customer expectations. The clarity of what brands stand for and their foci embodied in their visions, missions and goals constitute the first of the three-pronged brand building process. With this approach, employees and customers alike are adequately informed of what the brand is seeking to achieve and benefits that shall accrue to them if they are successfully accomplished. With widespread Internet marketing capabilities of animeinternational.com (2006) this is a feasible approach. Such an approach garners employee commitment and also offer customers opportunity where to place their loyalty in the long term. A hallmark associated with all of these companies is their insistence on quality service. This standard is true of them irrespective of where their facility is located. As an E-retailer, animeinternational.com has already established a strong customer focus. Adding family specific foci, such as an extension of the web site for young fans of anime modelled after family forums like lego.com and disney.com with small and free 'web-based' games would enable animeinternational.com to reach a diversified market. Hedonic Purchase The customer benefits from this hedonic purchase by filling a need for excellent quality and collector value. This product line is not homogenous to any one e-retailer, it is widely available from E-bay, Amazon, and other specialized anime E-retailers. The question of consumer value then comes first from the consumer's hedonic purchase habits, that is, the desire to seek out specialized product lines that have little utilitarian value but fill that special place in the heart of anime consumers. The hedonic view is indicative of the emotional constructs of shopping, the feelings of arousal and titillation, even the fulfillment of an ego and desire. Knowing the customer's desire and, as can be noted from our customer forums designed for customer to customer communication, ego plays a large part in the purchase decision. Offering an out of stock or in high demand product line allows for contentment from the consumers observation of the proposed purchase, as 'perceived enjoyment' that is just as involved as the actual construction of a purchase, because the consumer maintains an air of emotional-if not monetary-involvement from recreational shoppers who still gain a hedonic value. Customer Segmentation Marketing Animeinternational.com identifies segments of customers in the anime marketplace through identifying and promoting to those groups of people most likely to buy the product. In other words, selling to the heavy users before trying to develop new users. They also use a global concept for geographical segmentation, being one of the few world wide shippers of anime products. The aim of segmentation is to bring the focus on to manageable groups of like-minded individuals who have a high disposition for a product. The customer is segmented by purchase history and search history. For example, a customer that purchases Yu-Gi-Oh products would be likely to purchase Gundham, as both have male oriented heroes and are segmented towards the younger buyer (or parents). A customer that purchases Cowboy Bebop would be more likely to purchase Ghost in the Shell, because these have more adult themes and concepts, therefore appealing to the young adult crowd. Segmentation is often the mix of the benefit or need which is driving the collector or gift-buyer's purchase. The web site is also segmented by type of product (DVD, figurine, plush) and the product line (Yu-Gi-Oh, Ghost in the Shell). The grouping together of customers with common needs will now makes it possible to set marketing plan objectives for each of those segments by sending "If you like this-you will like this" style of marketing. The database used for this style of segmentation is comprehensive. It correlates customer email address (for newsletter) with location and purchase history as a marketing tool. Again, because of the world-wide experience of anime and manga consumers, geographical marketing is of little consequence. There is some correlation to origin of customer and purchase history, but traditionally this is not enough to base an entire marketing concept on. Customers from all locations tend to purchase based on their intrinsic behaviour, and this does not always seem to be in relationship with their geographical location. Furthermore, many customers are young males, in fact it is estimated by the company (animeinternational.com 2006) that 80 to 90 percent are young adult males, therefore they do not utilise a gender segmentation. However, it is also important to note that females are an increasing section of marketing strategy, and special anime product lines tend to appeal more to females than males, such as Inyuasha. Again, however, this is found to be more of a 'collector preference' than a substantial 'gender difference.' Marketing in anima collectibles are made highly on the 'what's hot and what's not' idea. This means that marketing strategy must focus on the 4 P's of product decision (what should we sell), price decisions (for how much), product distribution (to which countries) and promotional decisions (to which customers). This strategy is inline with the service marketing through customer relationship management proposal. First, the product decisions are made based on popularity. This means that animeinterantional.com must consider the brand name before purchasing from a manufacturer. In the collectable business, customers tend to look for the newest and greatest, and so animeinternational.com must consider the current popular culture in product decisions. The tendency is to focus on the high customer base products that are derived from popular anime cartoons, movies and menga comics. Price decisions are also an important part of animeinternational.com marketing strategy. The company realizes that they are not the only retailer of these products, and because of this they have special relationships with manufacturers and designers that secondary retailers-such as E-bay and even brick and mortar stores can not afford to maintain. While it would be probable for animeinternational.com to price equally with brick and mortars, and still retain a large portion of the customer base, to do so would cause a loss of inherent E-business marketing capability. The price strategy is derived from the consumer's ability to find the product elsewhere, basically the competition. Therefore, to retain customer base, products must sell at a less than retail value. Distribution decisions are also a strong part of marketing strategy, however, as noted previously, animeinternational.com does not market to any specific geographic location. Instead, animeinterantional.com markets to as many geographical locations as possible. This is a strong marketing strategy for as it fills a customer need that other facilities do not. Many anime sellers and retailers are US only based, and animeinternational.com compensates for that customer base loss. The promotional mix is very integrated. This is an internet based company, and use business 'sharing' type marketing-such as pop up adds on similar sites or fan forums, Google Adwords, and similar low cost marketing alternatives. Animeinternational.com does market to specific customer segmentations also, especially using web-based marketing, such as when a customer does a search on "Anime purchase" they will be able to find the web-site. Marketing Orientation Animeinternational.com focuses on the specific anime collector customer, which allows them to utilise specific branding segmentation and product segmentation in the consumer marketing strategy, as explained above. The focus strategy in the matrix is the dominate basis for animeinternational.com has a sustainable competitive advantage on the foundation of the manufacturer direct value chain that allows low prices and the domination of the anime market customers. Organisational growth is important to any consumer based industry, especially an industry that relies solely on hedonic purchases. Without opportunity and ability to manoeuvre and recognise product lines, animeinternational.com would fail. Market Penetration is the primary growth option. This is because animeinternational.com sells specifically market-tested items from established anime sources and manufacturers, and markets towards an already established market of young males with relatively moderate to high incomes. However, the recent influx of female and middle class families, animeinternational.com can grow in the differentiation category. A market of new products, such as children-oriented toys and gender oriented trinkets to the female and middle class markets. Based on the current 15-25 year old customer base and increasing female trends, within the next ten years male customers will have wives, children, girlfriends, and so on. It would make sense to market new product lines to entire families. Technical Application Marketing Plan The Use-Case is a hierarchical mapping method that describes the casual paths of functions and responsibilities in system applications and design. This format analyses both internal and observable information. For the system design and analysis, the use case method first defines the actors, in this case the users as defined by administrative rights; pathways; exceptions; post-conditions (final output). The typical use-case analysis functions through the following: Use Case Number: 00 Use Case Name: Consumer Brief Description: Run temporally as orders are consumed to track inventory. Actors: Batch sales, customers, inventory Frequency of Execution: Continuously Scalability: Only one item can be removed from inventory at one time. Criticality: Essential to controlling overflow and under-stocking. Primary Path: 1. Browse 2. Select 3. Identify method of payment 4. Identify shipping method 5. Confirm purchase 6. Process sale 7. E-mail customer invoice. 8. Retrieve inventory details 9. Subtract purchase from inventory 10. Notify supplier of low inventory (an internal metric stated based on frequency of product) 11. Calculate stock 12. Mark invoice Use Cases Related to Primary Path: Insert related use-cases such as supplier and warehouse data. Alternatives: Alternative flows 1. Keyword search 2. No product selected 3. Product out of stock 4. Payment method rejected 5. Shipping method rejected 6. Product explicitly identified 7. Order deferred 8. Ship to alternative address 9. Purchase not confirmed 10. etc. Use Cases Related to Alternatives: Stock and inventory report Supplier data Customer reports Exceptions: Possible exceptions are extreme or strange orders from the website that require attention, such as orders without matching addresses, names, credit card numbers or that are for unusual amounts of a product. (For example, 3000 printer cartridges is either business and should be sent to B2B, or fraud and should be examined.) Use Cases Related to Exceptions: B2B Business customers Credit card order processing software Financial Analysis The projected costs for the design and implementation of the proposed solution are based on the purchase of hardware, software and implementation. The proposed Intranet and database design system encompasses two warehouses and one office system. Projected Costs Annual Salary/Cost DatabaseServer Server / Liscencing (www.intrack.com) $ 13,800.00 Program MySQL (www.mysql.com) $ 5,000.00 Network Computers (Estimate dell.com) $ 12,000.00 Intranet Client Setup $ 7,600.00 Content Creation $ 16,500.00 (www.intrack.com) Web Site (Estimate based on capability and usage) $ 5,000.00 Support Staff Training Costs (www.intrack.com) $ 21,000.00 Program Coordinator/Head IT $ 69,000.00 Programmer 1 $ 55,000.00 Programmer 2 $ 32,000.00 HR-Policy Creation $ 2,200.00 (http://www.dol.gov) Marketing Budget at 10% $ 60,000.00 $ 299,100.00 Evaluate Effectiveness Ongoing market communication plan tests will show the effectiveness of the service marketing campaign. The market testing should occur in phases along with the advertising campaign. Funds from the marketing budget should be allocated to research and campaign testing in an amount determined by the cost of researchers. This generally runs a few thousand dollars, although prices can exceed tens of thousands. The deeper the market research, the more data intense the results are. Conducting ongoing MC test will enable animeinternational.com to find more effective ways to use the service marketing campaign. Benchmarking is an important step in ensuring market campaign effectiveness. Benchmarking occurs in two main phases: (1) The identification of problem areas through market research to discover the process or function that is lacking in capability (2) Identify the organisations that are succeeding in the market area by examining competitor's strategies in the industry. It is recommended that the research encompass the multiple media channels and target markets in relationship to the campaign objectives previously outlined by examining what percentage of the media budget is spent on the media vehicle and the resulting analysis of the data to reveal what avenue produces the greatest brand awareness (Moorey-Denham 2005). A marketing database will track where media exposure is conducted in relationship to the number of consumers exposed to the advertising. Measuring this against the sales as the marketing campaign grows will determine the effectiveness. This should be an ongoing timeline to research at the end of every fiscal quarter for release during the next quarter. References Allan Afuah, Christopher L. Tucci (2000) Internet Business Models and Strategies: Text and Cases-ebook. Publisher: The McGraw Hill Companies NY NY USA. 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