Customer Value Management: Advantages and Disadvantages

Customer Value Management: Advantages and Disadvantages Executive Summary What is this report about? This report aims to identify the importance and long term benefits from adopting a customer value management (CVM) strategy for a life insurance company (â€Å"insurer†) in Singapore. It highlights the reasons why insurers need to adopt a CVM strategy and showcases the various means by which the strategies facilitate customer satisfaction which in turn results in profitability for the insurer. By following a well planned CVM Framework, an insurer will be able to analyze customer data, calculate profitability per customer, identify key customer drivers, and segment customers, thus targeting the right customer with the right product at the right time using the right channel of distribution. The report will benefit an insurer already based in Singapore as it highlights best practices and case studies of existing players in Asia and what they are doing to acquire and retain new customers in this region. The insurer can also focus on the key drivers and specific needs of the insurance customer in Singapore and position itself accordingly. Along with the CVM Framework, the analysis and recommendations from our research will benefit a life insurer in determining whether or not it is aptly positioned to penetrate the life insurance industry in Singapore and to a large extent the Asia Pacific market. Research Methodology For the purpose of this report we performed both primary and secondary research which assisted us in refining our objectives as described in Figure 1: Customer Value Management (CVM) Framework Based on our secondary research we described the process flow for a CVM framework for a life insurance company. The successful implementation of a CVM based strategy involved understanding and performing the following key processes: Best Practices of CVM in the Life Insurance Industry Highlights of the best practices followed by insurers, brokers and advisors in the Asia Pacific region are depicted. Introduction What is CVM? In industries where products, marketing promotions and channels are transitory, organizations are increasingly recognizing the importance of customer relationships. Today customer relationships play a very important role in increasing the profits of any organization. There are reports which suggest that customer retention of 5% may increase the profits of a company by 25% or more[1]. An organization experiences increase in profits primarily when the customer makes more purchases thereby offsetting the acquisition cost. Efficient customers over a period of time tend to be more cost effective to service as they are well versed to dealing with the organization. Loyal customers are a source of value for an organization but are scarce in nature and managers must maximize customer value and formulate strategies to successfully measure and align it with the organizations goals. As we evolve from product centric to customer centric marketing, a set of best practices are emerging to measure and increase the lifetime of the customer. These practices are defined as Customer Value Management[2]. CVM in the Life Insurance Industry The life insurance industry, long considered a pillar of stability, is now facing major challenges stemming from various internal and external factors: With increased competition as a result of globalization and the de-regulation of markets worldwide, several new entrants have entered the playing field making customer acquisition and retention all the more challenging. These new entrants include financial institutions such as banks and security firms. Advent of new technologies is challenging the effectiveness of previously established product distribution channels and has given the customer access to shop for life insurance products from multiple web based platforms such as www.policybazaar.com in India and www.compuquotes.com in the United States, with each offering different quotes for the same product offered by various organizations (life insurance companies)[3]. Rising costs as a result of high number of fraudulent activities is declining the life insurance industrys profitability. The strategies deployed by organizations to tackle these challenges will have a profound effect on both short and long term profitability. One such strategy that can make a positive impact on the profitability of an organization is Customer Value Management. Customer Value Management (CVM) from a life insurers perspective revolves around the identification of each profitable customer. Upon identifying this customer, CVM techniques can be used to measure the return on investment made by the organization in acquisition, growth and retention of the profitable customer. If the return on investment from the profitable customer is positive then the insurer should further implement strategies to maximize the lifetime value of its relationship. At the same time CVM solutions also facilitate an organization in: Segmenting customers by similar risk profiles Improving cross selling and up-selling programs Improving the effectiveness of the marketing campaign Maximizing profitability The successful implementation of a CVM strategy also involves the identification of the following: Right Customer Objective Identifying profitable customers and reducing customer acquisition costs. Traditional Practice Acquire competitors customers irrespective of profitability from each customer. Current Practice Acquisition of only profitable customers likely to generate repeat business. Example Consider two life insurance companies, one that focuses on providing life insurance products to â€Å"safe customers† and the other serves customers that fall in the high risk category; individuals engaged in adventure sports and activities such as mountaineering, cliff diving, cave exploration etc. The â€Å"safe customer† company would be acquiring the wrong customers by advertising in adventure sports magazines. Advantages Lower customer acquisition costs Higher profitability per customer Right Product Objective Providing the right customer with the right product thereby increasing customer retention and reducing costs. Traditional Practice Providing an array of life products irrespective of the customers preference and need resulting in customer dissatisfaction and attrition. Current Practice Providing only those products as desired by the right customer by segregating them on the basis of demographics, purchasing habits, lifestyle and risk factors. Example In Europe, life and health insurance companies determined that majority of their customers wanted to be fit and live a healthier lifestyle. Insurers provided their customers with a product which included incentives such as discounts on health club memberships and seminars on nutrition and healthy eating. Advantages Increase in customer retention Increase in cross and up selling opportunities Decrease in the number of claims filed Right Channel Objective Having identified the right customer and the right product for that customer, approaching the customer using a preferred channel of distribution. Traditional Practice Direct-response[4] marketing such as direct-mail and telemarketing targeted towards all customer segments including those that preferred a face-to-face meeting. Before the advent of Web 2.0 organizations relied on marketing intermediaries such as agents and brokers. Current Practice Besides using traditional direct-response marketing media and intermediaries, organizations have also launched web portals, comparison websites, and formed distribution alliances with financial institutions to sell products. Examples A study conducted by a British firm, Datamonitor in 2007, revealed that aggregators and comparison websites account for instigating 22% of individuals seeking motor insurance[5]. Likewise websites such as www.policybazar.com in India target price conscious customers seeking better deals online. Another study by Datamonitor revealed that in 2007, 37% of those individuals that purchased insurance online changed their provider upon renewal as compared to 17% that purchased through call centers[6]. The recent bank assurance alliance between Prudential Corporation Asia and UOB Life Insurance Limited will give Prudential the opportunity to sell its products to UOB customers in Singapore, Thailand and Indonesia. Advantages Offer more comprehensive life insurance products through direct-response marketing methods. High response rates from personalized direct-response methods Well informed customers and higher customer retention Right Timing Objective To make the sale and to win a customer for life by marketing the right product at the right time. Traditional Practice Organizations either marketed the right product at the wrong time or were unable to identify the right time to promote a product. In either case the customer was not acquired and/or retained. Current Practice With the use of sophisticated data analytic tools, organizations are able to predict customers future purchasing habits with the passing of each life stage. They then target the customer whose life insurance needs change due to: Marriage Birth of child Schooling of child Marriage of child Retirement Example Customer A bought a life insurance policy a couple of years ago and declined coverage for her immediate family citing lack of disposable income. However, Customer As preferences may have changed now and assuming her experience with the product, customer service, and the insurer has been satisfactory thus far and she has a higher disposable income than she did earlier, she can be contacted again for buying life insurance for her family. Advantages Increased cross and up selling opportunities Increased customer retention Decreased customer defection Customer Perception of the Life Insurance Industry Life insurance products are considered by many as complex yet much needed to minimize risk. Organizations have come up with products that meet the needs of the individual customer, however because the insurance contracts are fraught with complex legal terms, the customer ends up perceiving the life insurance industry as one that is not transparent and â€Å"user-friendly†. Furthermore, customers consider insurers as organizations that are only interested in ensuring that their customers pay their policy premiums on time; however when its time for the insurer to resolve a claim or a dispute the turnaround time is slow resulting in frustration and anxiety for the customer. To cite an example of customer perception towards the insurance industry, an insurance survey by IBM and University of St. Gallen in Switzerland revealed that roughly 60% of the participants[7] did not completely trust their insurance company. Because of such negative perceptions the insurer faces a high rate of customer defection. As the cost of acquiring a new customer are much more than the cost involved in retaining an existing one, insurers are coming up with innovative methods to build and foster a long term relationship with their valuable customers: Creating trust and reliability: More than 80% of the participants in the IBM and University of St. Gallen insurance survey placed a high value to honesty and trustworthiness and building a solid reputation in the market has become ever so more important for an insurer. Organizations are taking actions to build trust and credibility by: Modifying the legal jargon in insurance contracts to simple, brief and layman terms. Remodeling the direct selling agents compensation package to include commissions based on parameters such as repeat sales and customer retention, thereby encouraging them to act more customer oriented. Establishing social communities such as interactive web portals, blogs and chat forums, thereby fostering communication with the customer. This strategy has also given insurers with invaluable information about the customers evolving needs. Creating an ensemble of touch-points: This strategy involves personalizing the approach to customers and making meaningful touch points available to generate a positive and rewarding experience for customers and the organization. For instance, price sensitive customers rely on the Internet when shopping for a life insurance policy, whereas relationship oriented customers seek advice from insurance agents / brokers and banks. Various touch-points available for customers of a life insurer can be bucketed as depicted in Figure 6. Therefore, it is essential for an organization to plan carefully before deploying or cutting back on any of the above touch points. For instance, in the first quarter of 2009 tied agency channels contributed to 59%[8] of total new business generated in Singapore. If an insurer were to downsize its tied agency channel it could result in a high rate of customer defection for a customer segment that seeks a personal relationship based on reliability, sound advice, and competence. Being flexible to the customers needs: The insurer should make room to tailor the offerings to the specific requirement of the profitable customer. Furthermore, in the life insurance industry, multiple insurers offer similar products but the ones that offer flexibility are the ones that are able to hold their market position as well as attract the competitors customers. In North America and Europe, customers have identified various aspects of flexibility from their insurance providers. These aspects are covered in Figure 7. As customers in the Asia Pacific region become more and more sophisticated for their life insurance needs they will require similar levels of flexibility (as noted above). Need for CVM in the Life Insurance Industry Based on the challenges faced by players in the global life insurance industry, we have identified the Strengths, Weaknesses, Opportunities and Threats (SWOT) typical to the industry and the impact of such on the insurer as well as the customer. The objective of the exercise is three-fold: Firstly, identify the key strengths, weaknesses, opportunities, and threats in the life insurance industry. Secondly, identify the impact of the strengths, weaknesses, opportunities, and threats on the insurers and their customers. Thirdly, to justify how an insurer can implement strategies and solutions to mitigate the weaknesses and threats and capitalize on strengths and opportunities. STRENGTH KEY STRENGTHS IMPACT ON INSURER IMPACT ON CUSTOMER STRATEGY Consolidated customer and marketing databases. More accurate prediction of changing customer needs Faster turnaround time in resolving claims and disputes. Customer has products that meet insurance/investment needs. The systems and customer data should be shared across the organization to promote innovation in business solutions. Multiple products offerings Targeting and acquiring various customer segments Increases customer retention by cross selling and up selling Customers have multiple products to meet their changing needs and circumstances. Identify the most profitable customer segment and retain them by offering innovative products and quality service. Multiple distribution channels. Increased profitability. Multiple distribution channels have given access to a wider customer base. Customers obtain product knowledge from their preferred touch points. Increases brand perception and product knowledge. Target specific customer segments through cost effective and customer preferred distribution channels. Flexible payment options (ex. payment in installments, cash, cheques, and credit/debit cards). Increases revenue generation, customer acquisition, and retention. Customer values flexibility and convenience and remains loyal. Marketing strategy to showcase the differentiating factors not provided by competitors. WEAKNESS KEY WEAKNESSES IMPACT ON INSURER IMPACT ON CUSTOMER STRATEGY Important customer data resides in silos resulting in poorly defined customer segments. Customer information resides with different departments preventing a holistic view of the customer. Wrong products sold to the wrong customers resulting in customer dissatisfaction. Consolidate and analyze customer data residing in various systems to identify profitable customer segments likely to do repeat purchases. Lack of information sharing across departments marked with territoriality and fierce internal competition. Results in weak product orientation and ineffective cross selling and up selling opportunities. Results in defection to competitor as insurance needs are not satisfied. Develop a common repository of customer data to provide various departments with the ability to develop products and provide quick response to changing needs. Lack of trust and reliability on the insurer. Negative reputation leads to mass customer defection. Un-satisfied customers pass on the poor experience to prospective customers Promote social computing communities such as blogs, chat forums. Also provides value add information about the customer. Snail paced claims and dispute resolution. Higher costs and time to serve the customer as multiple follow ups are required. Increased customer frustration due to lengthy dispute resolution period. Implement analytical models to predict and quantify the likelihood of claims. Measure and reward employees on time taken to resolve customer disputes. Insurance contracts are loaded with complicated insurance jargon. Increases in cost per customer Customer dissatisfaction and defection Simplify insurance contracts Recruit knowledgeable agents to assist customers. Insurance agents are primarily commission driven and are not customer oriented. Results in tarnishing the insurers reputation. Customer perceives a negative image of the insurer when faced with agents that are solely motivated by profits. Remodel agent compensation to include commissions based on parameters such as repeat sales and customer satisfaction surveys. Make customer centric training programs mandatory for all agents. OPPORTUNITY KEY OPPORTUNITIES IMPACT ON INSURER IMPACT ON CUSTOMER STRATEGY Tie-ups with banks and other FIs will give access to a wider customer base. Lower cost of acquisition of new clients. Lower operational costs. Financial and protection needs are met by a single channel. Develop bancassurance agreements to target a banks customer base. Un-tapped markets such as HNWI and Takaful (Islamic insurance). Access to a wider client base resulting in increase in profitability. Positive brand building exercise.  · Ability to provide protection for themselves and family.  · Diversification of investment strategy for HNWI.  · Launch products to non-mass market segments.  · Organize brand awareness campaigns in locations that are frequented by such segments. Deregulation has opened new markets. Insurers have access to a wider customer base. Competitive premium to the customers. Market entry strategy for de-regulated countries. Since the 3rd quarter of 2009, new business premiums in Singapore have been consistently increasing[9]. Opportunity to re-acquire customers. Multiple product and service offerings at competitive prices. Acquire customers that defaulted during the financial crisis by providing coverage at the same premium or payment in installments. Increased competition from the Internet. High costs involved in changing and/or updating technology platforms. Customers have a clearer idea of product offering and higher bargaining power over insurers. Provide high quality service to convert a one-time online sale by cross selling and up selling. THREAT KEY THREATS IMPACT ON INSURER IMPACT ON CUSTOMER STRATEGY Deregulation of the insurance industry has increased competition from new entrants. Lower profit margins and increased customer acquisition and retention costs. Financial and protection needs are met by a single channel. Joint venture, merger or acquisition with/of a bank and other financial institutions. Increased competition from the Internet. High costs involved in changing and/or updating technology platforms. Customers have a clearer idea of product offering and higher bargaining power over insurers. Provide high quality service to convert a one-time online sale by cross selling and up selling. Develop a powerful and customer friendly web platform. Rising costs due to increase in fraudulent activities. Lower profit margin and increased operational cost. Customer dissatisfaction with high turnaround time for claim resolution. Implement CDI tools to reduce duplication of records and redundant customer data. New government regulations may result in lowering profit margins for the insurer. Inability to serve customer segments resulting in declining profit margins. Customer has limited option of products to choose from or has to pay higher premiums. Develop products that abide by government regulations but at the same time are able to meet customer needs. Implementing a CVM Framework for a Life Insurer Customer Value Management (CVM) provides a systematic methodology of modeling the value proposition relative to competition by putting process improvements into operation and communicating these improvements back to the customer in terms of better service and value add. From a life insurance organizations point of view, customer value management can be structured into the following three components[10]: Analysis Planning Continuous Improvement The three components interact with each other to drive the value proposition of the customer. The components align business operations with the value proposition and create specific action plans to help realize the customer value over a lifetime. CVM components can be further broken down in to a structured process as shown in Figure 8. This is done to deliver the specified objective of implementing a customer value management strategy for a life insurance company (insurer) The phases explained in Figure 8 are summarized in the below section. Analysis The Analysis Phase consists of analyzing data and formulating strategies using data mining techniques to improve the customer profitability. The key processes which are included in this phase are: Data Quality and Single Customer View[11]: To improve profitability from the customers, analysis of the customer data stored in various systems is performed. Thus life insurance companies need to integrate them to understand the customer trends and purchase patterns. Life-time Value Model: Once the data is integrated, it is used to calculate the life time value of existing customers using various available methods. Discounted Cash Flows (DCF) method is one such model. Key Drivers: Key value drivers for a life insurer are determined by analyzing the data from the single customer view and the life time value model. Identifying key drivers that affect the purchasing decisions of a customer and the method by which an organization delivers on those drivers forms an important part of the Analysis Phase. Segmentation: Based on the customer values generated by lifetime value model, the customer segments are segregated into current and future low to high value customers. Further these customers are also segmented based on demographics, customer behavior etc. to capitalize on the current and future trends in the life insurance industry Planning The Planning phase ensures that the information collected after analyzing the data is valid and relevant for improving the customer value. Strategies at product and market level are formulated and implemented in planning phase. The tasks associated with planning phase are: Planning at the Business and Product/Market Level: Campaign planning based on customer segment is associated with planning at product and market level to implement the overall strategy of the organization. Campaign planning may include marketing plans, product development, cross-selling or up-selling of products to existing customers. After the completion of campaign planning, campaigns actions are implemented with intend to improve the customer profitability. [12] Key performance indicators: Based on the overall strategy, key performance indicators are identified based on financials, marketing performance, customer satisfaction, customer retention. These indicators allow insurers to measure the outcome of various actions on a periodic basis. Continuous Improvement Continuous improvement phase includes updating of action plans and strategies to make it more efficient and effective to achieve the organizational objectives. Objectives of continuous improvement are achieved by: Continuous performance measurement: The performance indicators established in the planning phase should be reviewed on a periodic basis to avoid any deviations from the stated objectives of each business unit. Process Improvement: Based on the outputs generated from the actions plans and performance indicators implemented in the planning phase, associated processes and action plans are updated to make it more efficient in achieving the stated objectives. Each phase will be dealt separately and in more detail in the following sections of the report. Analysis The Analysis Phase consists of analyzing data to identify the key drivers which affect the value of a customer and segment customers to improve the profitability of the insurer. The analysis of data establishes a relationship and a trend between the internal information and the market value of customers. This phase includes an analysis of the following processes: Data Quality and Single Customer View Over the past decade, insurance companies have gradually started shifting their focus from policy sales, pricing, and claims to understand the needs of the customers and the possibility of repeat purchases of additional products from these customers. Insurance companies have now started servicing and understanding the customers needs from a holistic perspective and further the insurers efficiency to service their customers is dependent on the information provided by the customers on the use of specific products and services. The information solicited from customers is used by insurance companies in developing new and re-modeling old products, by call customer representatives in providing quality service, and by marketing departments in selling new products to segmented customers. To achieve the above, insurance companies have started stressing on the need for customer data integration (CDI). A typical data integration solution (Figure 9) should encompass the following subsystem in the life insurance organization. An insurer needs to integrate various components of an insurance policy management solution into one and use data mining techniques to recognize the current customer trends, purchase patterns and fraudulent activities. Customer data integration in the insurance industry creates growth in the companys top line by: Improving the design of insurance products and pricing; Increasing the success rate of marketing campaigns; and Improving the overall customer experience resulting in maximization of the customers life time value Similarly, customer data integration also makes a positive impact on the bottom line of a life insurance company by: Streamlining the service centers and leading to shorter call times, resulting in increased customer profitability; and Savings in several operational areas such as claims Figure 10 displays the benefits of customer data integration as it applied to the organization. To further elaborate on how insurers can leverage from customer data integration let us demonstrate its effect on the following areas of the company: Product and Service Offerings: A typical product development process at an insurer is described in Figure 11. The figure highlights the data required from various sub-systems for product development. Data integration reduces the time required for product development using improved analytics. In short the insurer can have the first mover advantage by reducing the product development lifecycle. Insurers also spend a significant amount of time in customizing enrolment materials, benefit summaries, and claim submission forms and reports for a major customer. These activities have a high cost as they require the services of sales, underwriting, compliance, and legal and can wipe out the entire cash flows and profit expectations of the insurer. Here, data integration plays a significant role in formally defining, marketing and tracking these services and developing them. Data integration allows the insurer to integrate information about its target customers and their use of high cost services and bundles these services with the product to improve the pricing model. This enables an insurer to recover its costs incurred in designing the product and services while providing high end customers with value added services at the same time. For example, Eurovida[15], a Portuguese life insurer and part of Grupo Banco Popular faced a challenge of providing its customers with the right products in the most cost effective ways while driving growth, profitability and shareholder value. It was only after they deployed an activity-based management system were they able to consolidate customer and product data thereby determining the profitability of products and the costs incurred in delivering the product and service to the target customers. Marketing and Sales: An immediate advantage of customer data integration in the life insurance industry is the ability to detect and consol

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In the period 1865-1900, technology, government policy, and economic conditions all greatly changed American agriculture at the expense of the farmers. New farming machinery had a large role in the late 19th century, giving farmers the opportunity to produce a surplus of crops. The railroads also had a large influence on agriculture. Although they were able to quickly transport goods, the railroads were also used to charge the farmers large fees. The booming industry also changed American agriculture, creating a multitude of monopolies which the farmers simply could not compete. Economically, the monetary policy along with the steadily dropping prices of agricultural produce led farmers further into debt, eventually producing outcomes such as the crop-lien system and sharecropping. All of these tie into government policy which favored the large and wealthy industries and monopolies over the farmers. Farmers began to cultivate vast areas of crops such as wheat, cotton, and corn. A picture of The Wheat Harvest in 1880 shows men on tractors and over a large amount of horses pulling the tractor along the long and wide fields of wheat. As farmers started to accumulate their goods, they needed to be able to transfer the goods across states. Some farmers chose to use cattle trails to transport their goods while others were forced to choose, and pay for, the ever-growing railroad system. Maps provided show the difference in the amount of railroads and cattle trails within the Unites States from 1870 to 1890. Eastern States such as New Jersey, Tennessee, Virginia and many others were filled with existing railroads prior to 1870, as Colonel John Stevens started out his railroad revolutionizing movement in New Jersey in 1815. By 1890 there ... ...e greatly needed and then how they got across to states that would take weeks and months to get to by cattle or wagon. It also showed a time when the economy fell and desperately tried to climb back up. To sum it up, throughout the period 1865-1900, technology, government policy, and economic conditions all changed agriculture in America but at the expense of the farmers. New farming machinery gave frames the ability to produce more crops. Railroads quickly transported goods but also forced farmers to pay hefty fees. The booming industry also changed American agriculture, creating monopolies which the farmers could not compete with. Economically, the monetary policy along with the steadily dropping prices of agricultural produce led farmers further into debt. And, finally, the government policies favored large and wealthy industries and monopolies over the farmers.

Marketing analysis of Famous Amos (Singapore) Essay

Famous Amos was established in the year 1983 in Singapore. It is now under Kellog’s Company since it was bought over in year 2001. Famous Amos offers cookies with nine varieties of flavours. It products also includes muffins and brownies. They serve the consumer with its finest and freshly made cookies. They believe in making the chip for the future generation. Famous Amos Cookies are also recognised as the best chocolate chip cookies in the world. Their cookies also meet the needs and wants of the audience. Famous Amos is also widely distributed in the island. Famous Amos targets audience are mainly the cookies and chocolate lovers. However, they segment their products Geographically; around the world, Demographic; targeting kids, young adults and adults, Psychographic; interest in chocolate cookies, and Behavioral Segmentation; can be used in any occasion. Famous Amos strength is mostly on its superior quality product and its weakness is mainly on its marketing skills, which is promotion. This is because, they did not advertise as frequent to inform the consumer about its existence. Famous Amos opportunity is having international expansion and threats that it may face is the increase in aging population when its target audience are mostly young adults. Famous Amos competitor is Mrs. Field and Little Jerry’s Place. Mrs. Field is its major competitor as they are selling mostly the same and it is also known. However, Famous Amos still stays competitive by continuing to produce new products and packaging designs to strengthen their competitive positions. Company Profile of Famous AmosFamous Amos was found by Wally Amos. He was a veteran who worked as a talent agent with William Morris Agency. He started with sending home-baked chocolate cookies to celebrities mainly to attract them before opening a store in Los Angeles, California on 10 March 1975. By 1985, his sales had grown to more than $10 million. By then the people around the world could see how â€Å"famous† Famous Amos is. However, between 1985 to 1989, Famous Amos went through four different owners since inception. The President Baking Company bought the brand from the Shansby Group in 1992 before Keebler foods purchased the President Baking Company in 1998. Kellogg’s Company then bought over Keebler in 2001. Thus, Famous Amos is now part of Kellogg’s Company. It was only then Famous Amos came to Singapore. Famous Amos was first established in Singapore in the year 1983. It serves the cookies lovers varieties of cookies flavour to choose from. Famous Amos is categorized as one of the Food and Beverage industry and Bakery sector in Singapore which they specialised in cookies, muffins and brownies. With 13 stores located island wide, their minimum requirements of Corporate Structure for each store are one Service Provider and a Baker. These are number of employees who serve the customers at each branch of the stores. Famous Amos also then came out with a new way in reaching the market. They produce the packed Famous Amos Cookies that is convenient to be sold at Convenient Shop such as NTUC Fairprice and Cheers. These are for the convenience of the cookies to be reached (manufactured) around the world without having the physical stores at a country or region. Famous Amos does not have any specific mission and vision since it is now part of the Kellogg’s Company. However, they have a tag line, which states that Famous Amos is â€Å"Truly the Chip Made for the Next Generation†. This shows that they want to serve its original and the best cookies made from generation to generation. Overall, Famous Amos has gone through around the world. They served the people around the world with its finest and freshly made cookies. With these, Wally Amos is now known as the father of gourmet cookie industry. Marketing PhilosophyFamous Amos adopts the Product Concept. The product concept holds that consumers will favour those products that offer the most quality, performance, or innovative features. They focus on making superior  products and improving them over time. Thus, based on Famous Amos, we can see that it offer the most quality, which are their finest and freshly baked cookies. They bake their cookies at their each stores everyday to make sure that its cookies are always fresh. Famous Amos also produced the packets one without changing its concept in serving quality cookies. They make sure that the taste of their cookies stays the same. This is to make sure that their performances meet the standard of the consumers. Marketing OfferFamous Amos is a Profit Organization. It offers mainly Cookies. It serves the finest in freshly baked cookies. It satisfies the wants of its customer due to its freshness of products. They offer nine flavours such as â€Å"No Nut Chocolate Chip and Chocolate Chip Pecan†. Their product includes Cookies, Speciality Cookies, Soft â€Å"N† Chewy Cookies and Cookies Cakes. It also includes a wide range of Muffins and Brownies. However, the core benefits that customer received is actually the exceptional taste of Famous Amos Cookies. SWOT AnalysisInternal Environment (Strengths & Weaknesses)Famous Amos brand is the ultimate strength for the company. Its brand â€Å"Famous Amos† shows it all about them being a â€Å"famous† cookie company. To add with it, Famous Amos received an International Brand Recognition, which is widely recommended and recognised. Famous Amos also has the reputation for its homemade cookies. It has a unique taste that would always attract buyers and especially chocolate cookies lover. Being a product company that is Halal Certified is also strength as it does not limit its product to only non-Muslim but to Muslim people too. Its product that is well distributed in Singapore is also a strength to Famous Amos as it reached its target audience easily. Its packed cookies are also convenient that people can purchase almost everywhere. Famous Amos also provides delivery service that makes it easier and convenience for the customer who bought it online. Its Research and Development (R&D) department also make sure that they always improve on its products and packaging design so that they remain competitive company.  Famous Amos also provides training for its employee to provide good services to the customer. Famous Amos does not need experience bakers and only required a minimal space for its store to operate. Therefore, it is cost effective for Famous Amos and act as a strength to the company. Famous Amos main weakness is in its marketing and promoting as it does not advertise its product as frequent that would inform consumer about its new product or its new stores. These will not create a want for consumer to consume its products as advertisement usually attracts the public and advertisement help to reach the public geographically. It also shows that the public are lack of information about its products. External Environment (Opportunities & Threats)Famous Amos operates stores world wide and it has successfully grow in every market it operates. This shows that Famous Amos has the opportunities in its international expansion. It is the best way in expanding its market. Famous Amos also has the opportunity to develop new strategic ways to increase their profitability. They may ask customer for suggestions or they can give suggestions and ask customer to give opinion. For example, Famous Amos can ask consumers for suggestion if they might want to produce other food products besides cookies to be sold in its stores. However, reports have shown that there is more aging population in Singapore. This will thus be a threat to Famous Amos Cookies as their target audience are mostly kids, young adults and adults. Cookies are also considered bad for health, especially when it contains a lot of sugar. This can also be a threat to the company as government has been encouraging the public to have a healthy lifestyle. Consumers will then avoid consuming something that they might consider unhealthy for them. Target Customer SegmentsFamous Amos basically targets those Cookies and Chocolate Lovers. These are their main customer they are targeting at. However, to be specific, Famous Amos segments their products through marketing segmentation. They are Geographic, Demographic, Psychographic and  Behavioural Segmentation. Famous Amos segments their product geographically generally to attract Cookies Lovers around the world such as the one in Melbourne Shopping Centre in Australia. In Singapore, Famous Amos scattered its stores island wide and it is usually at places that is at convenient to the consumers. For example, they have a store in Compasspoint located in Sengkang which caters the needs for the North-East people and Tampines for the convenient of the East people. Demographic Segmentation segment markets by age, gender, income, education, occupation, religion and race, ethnic background and family life-cycle or size. Famous Amos segments their products within most of these parameters such as the age, income and family size. Age is actually concerning anyone above 3 years old but specifically teenagers and adults of both genders. Their price is relatively affordable for consumers to buy it. They also provide packaging for immediate consumptions and as well as larger family size packs. This means that they do cater to these markets segments to attract buyers with large family size. Psychographic Segmentation consists of social class, lifestyle and personality. Famous Amos mostly segments its market through lifestyle. Lifestyle is a person’s pattern of living as expressed in his or her activities, interests and opinions. When a person bought the Cookies, this may show their interest in consuming the chocolate cookies. Lastly, Famous Amos segments their products through Behavioural Segmentations which segment markets through occasions, benefits sought, user status, usage rate and loyalty status. However, in Famous Amos case, they markets through occasions and target the gift giving market. They provide special promotions and labels for special occasion. For example, they provide hampers and gifts that customer can give at any occasion. Famous Amos also offer benefit sought to the customer from its appealing gift designs. Their gift tins, hampers and products have since to become a gift to be treasured by the person who receives it and a pleasure for the one who gives it. This is the benefits sought a customer may receive. Needs and DemandsTherefore, Famous Amos target audience needs are basically to eat or to have a snack. However, the consumer wants Famous Amos Cookies to satisfy their need. Thus, when the consumer finds a need and has the purchasing power, they will then demand for high quality Famous Amos Cookies. Competitor AnalysisFamous Amos competitors are Mrs. Field and Little Jerry’s Place. Mrs. Field is Famous Amos major competitor as it sells exactly the same as Famous Amos which is cookies, brownies and muffins. Mrs. Field are also its competitor as Mrs. Field is also well-known food and beverages products. Little Jerry’s Place is also a competitor to Famous Amos as it sell cookies and muffins too. Mrs. Field products are slightly the same as Famous Amos as they provide a range of products from cookies, nibblers, cookie cakes, brownies to muffins with a wide range of flavours. In Little Jerry’s Place, they sell only cookies but claim to offer slightly more varieties than Famous Amos and they differ by the taste as Little Jerry’s Place contains more milk, thus the rich milky taste. Mrs. Field prices are considerably the same as Famous Amos whereas Little Jerry’s Place cookies prices are cheaper as compared to Famous Amos. This is a way for Little Jerry’s Place to attract customer, which is to provide good products with low price. Mrs. Field has 8 stores located mainly around the town area and at Singapore Changi Airport. Little Jerry’s Place have 3 stores, located in West Mall, Square 2 and Ang Mo Kio Hub. This shows that Famous Amos has the advantage over its competitors for its distribution area. Mrs. Field offers 10 percent discounts vouchers and season’s offer through its website. Thus, those internets savvy might have the chance to get  discount if they came across the website. Mrs. Field also have Students Special promotion, which is free flow of drinks when dining-in before 6 in the afternoon. Little Jerry’s Place also have a current promotion. They offer one free Muffin if the customer buy four of its Muffin. Both Mrs. Field and Little Jerry’s Place promotions are to attract more customers to buy their products. However, in this case, Mrs. Field has an advantage over Little Jerry’s Place as they target the students which can be the main consumers of cookies industry. Famous Amos is definitely the market leader as it is widely known and recognised around the world. Mrs. Field main strength over Famous Amos is the promotion. Mrs. Field promotions are always up to date as compared to Famous Amos. Mrs. Field shop is also attractive. However, another factor besides being a known brand, Famous Amos has an irresistible aroma that other shops like Mrs. Field and Little Jerry’s Place does not have. Little Jerry’s Place weakness to Famous Amos is its new entry to the market. It is still unknown and does not have any official websites for the consumers to check out their details. Thus, Famous Amos has advantages over Little Jerry’s Place due to Little Jerry’s Place weakness. With these, Little Jerry’s Place could not challenge the Famous Amos high quality, freshly baked and irresistible taste of its chocolate chip cookies. Famous Amos continues to provide its customer with the delicious sweet treats. They make sure that they always meet the standard of its customer by their performance in providing the finest in freshly baked cookies. They also continuously rolls-out new products and packaging design to strengthen their competitive position. Marketing Strategies (4Ps)ProductFamous Amos is classified as a Convenient Product. Convenient Products are products that are purchased frequently and immediately, sold at a lower price, mass advertising and many purchase locations. Thus, based on Famous Amos Singapore, Famous Amos is actually purchased frequently and immediately since it has many purchase locations. It can found mostly in shopping centres that are convenient to the markets. It has 13 stores located around Singapore such as in Cineleisure Orchard,  Tampines Mall and Marina Square. Famous Amos offers wide varieties of flavour for just its Cookies. This is to cater to different markets. For example, Double Chocolate Chip with Pecan targets those who really love chocolate as they offer twice the amount of chocolate chips than a normal favour such as Chocolate Chip with Pecan. Its cookies include the brand name, Famous Amos, quality level which they are known as the world’s best chocolate chip cookies and providing appealing gifts designs. It is nicely package even for own consumptions as it has its own packaging (Appendices: Pictures). PricingFamous Amos uses the Market-Skimming under the New Pricing Strategies. Market-Skimming states that company set a high price for a new product to â€Å"skim† revenues layer by layer from the market and make fewer, but more profitable sales. It is used when a product’s and image support the high price. Its costs of smaller volume could not be so high that they cancel the advantage of charging more. Market-Skimming strategies also make sure that competitors are not able to enter the market easily and undercut the high price. Famous Amos adopts these pricing strategies as it is a product of value. Their product and image thus supports the high price they are selling. The consumers are willing to pay as high as $4.20 for only 100 grams of Famous Amos Cookies that they purchased at the available stores. Competitors are also unable to enter the market easily and undercut the high price. This is due to its known brand and quality of its Cookies around the world for ages. DistributionFamous Amos has a Direct Marketing Channel. Direct Marketing Channel is a marketing channel that has no intermediaries. Famous Amos is a direct marketing channel as the cookies are baked freshly at its own stores that are located island wide in Singapore. This shows that it does not went through a number of intermediaries. However, the packed Famous Amos Cookies went through a number of  intermediaries. It has the Intensive Distribution as it aimed at having a product available in every outlet in where consumers might want it. This is to cater and meet those beyond reached of the cookies. PromotionsFamous Amos does not do any mass advertising for its product. However, Famous Amos has done a rapport with its consumers when they won the international acclaim as the world’s best chocolate chip cookies. It is so unique that it spun the birth of an entire new industry. Its cookies are special with a crisp, nutty and richly flavoured at just the right size. This is the public relations that the brand has done over the years. Famous Amos had also made contributing in helping the needy people by partnering with Community Chest in March 2006 (Appendix: Famous Amos Public Relations). This is to promote their cookies to the public. Famous Amos Website is also a public relation as it is a form of reaching and communicating with its audience through internet. Famous Amos provides Sales Promotion on its Cookies in Gift Tins, Gift Sets and Cookies in Gift Boxes. These are all the premium items that Famous Amos offers at lower prices as an incentive to buy their cookies. Strengths & Weakness of Marketing StrategiesFamous Amos products are definitely strength to the organization. Its product is well-known to the public due to its quality of cookies that always meet the standard of the consumers. It is strength as it can be a perfect choice for midmorning snacks or at any time of the day. It is so handy that it can also be brought for picnics or birthday parties. The same goes for the Packed Famous Amos Cookies. Packed Famous Amos Cookies that is usually manufactured to the convenient chop is strength too as it can easily reached its target audience. This is because convenient shops can be found easily and mostly everywhere. Thus consumers can purchase Famous at their convenient. Being well-located throughout the island is also strength for the organization because having stores island wide shows that consumers can easily purchase the products wherever they are. Famous Amos brand name is known that its pricing strategies are strength to them too. Competitors will be unable to challenge its cookies due to the product quality n well-known brand. Competitors have to make sure that their products are better than Famous Amos Cookies to compete with them. The original cookie that is being sold at the stores is strength as they do not have to go through a lot of intermediaries. These thus save the cost of the organization and eventually save cost for the customer. This is because each intermediary that the organization went through, they will usually tax the products and it will then increase the selling price. Famous Amos weakness is mainly on its promotion. It does not have mass advertising that will subsequently inform its consumer about their existence or that they are still there to offer them the delicious sweet treats, their Cookies. They also do not have any con-current sales promotions that usually attract the consumer attention. This will eventually go back to its product. Its irresistible aroma produced at its stores will be the only factor that shows Famous Amos is still alive. This will be its weakness as for those areas without the stores will then cause the consumer to forget about it. Even so, their products are still at advantage as its quality products are irresistible by most Chocolate Lovers. However, Famous Amos could not base on its products and do not make any changes to them. This is because they will soon be forgotten when a new brand arises. They have to make sure they did some activities to increase the relationship with the customer. Recommendations and SuggestionsFamous Amos promotion has always been its key weakness to its competitor such as Mrs. Field. Thus, they should improve its marketing, especially public relations. This is an important factor as they must communicate with the customer to show them that they are vulnerable to the company and they treasure them for consuming their products. Advertising  is equally important as advertisement helps in reminding customer about their existence. Distributing flyers or their pamphlet can also be done. Famous Amos may also like to offer financial benefits to its regular customer by having Frequency Programs. This will help its consumer to enjoy benefits that the company provide. They may also like to give out its pamphlet when they produce new products. This is also a form of promoting its products. Famous Amos may also want to wider their product varieties like providing Famous Amos may also like to make its place for the consumer to dine-in. This means that consumer can dine-in while enjoying the cookies and aroma of Famous Amos cookies. Famous Amos may also like to produce something new that target the older generation since Singapore is having more aging population. This also helps in widening its audience thus generate more profit. ConclusionFamous Amos is widely known in the world. However, it is always good for the company to improve any of its weakness, grab any chances, and be prepared in challenges that they will face and always be innovative that will strengthen their competitive position. In my findings, I found that Famous Amos is preferred as compared to its major competitor, Mrs. Field. This is so as when I consulted some people about cookies company in Singapore, some does not realise the existence of Mrs. Field. Even so, Famous Amos has to really improve on its marketing strategies to attract the consumers. It is because, Famous Amos has the opportunities in doing more than what they are doing currently. They should really inform the public about their new products if there is any. This is because, I did not know they produce a new product until I visited a Famous Amos store located in Tampines. There is a sign that shows that there is new Fudge Cake. When I asked one of the salesperson, they mentioned that it has been out for quite sometime. That is why it is important for Famous Amos to promote their products as to generate more profit to the company. However, one most important factor that Famous Amos has is its cookies fragrance. It  is strong and attract consumer to crave for their cookies. I also visited both Famous Amos competitor stores, Mrs. Field located in Changi Airport Terminal 3 and Little Jerry’s Place located in Ang Mo Kio Hub. Mrs. Field stores are so attractive. It has a good sense of attracting consumer by using bright metallic red as a theme to their store. Little Jerry’s Place does not really attract the public with its appearance. However, it use the strategy of promotion such as â€Å"Buy 4 get 1 free† to attract consumers to buy their product. Thus, I find that it is important for company to plan on its marketing strategies. This will help in their profit maximisation. I also realised that it is important for the company to be attractive in attracting the public attention. However, as a whole, I can say that Famous Amos has done a great job in its effectiveness of providing standard and superior quality products. Famous Amos has also stays competitive and innovative in managing its products. Websites Famous Amoshttp://www.famous-amos.com.sg/Main website of Famous Amoshttp://www.speakers.ca/amos_wally.aspxFounder of Famous Amoshttp://en.wikipedia.org/wiki/Famous_amosHistory of Famous Amoshttp://www.sugarstand.com/sc/sc0073-famous-amos-cookies.htmhttp://www.instaoffice.com/famous-amos-chocolate-chip-chocolate-chip-cookie-cookies-famous-amos-food-keebler-snack-snack-food-s.keb98067.0.7.htmInformation on Packet Famous Amoshttp://www.ncss.org.sg/about_ncss/press_release_archives.aspPress Release of Famous AmosMrs. Fieldhttp://www.mrsfields.com.sg/index.htmlMain Website of Mrs. Fieldhttp://en.wikipedia.org/wiki/Mrs._FieldsHistory of Mrs. Fieldhttp://www.asiacase.com/ecatalog/NO_FILTERS/page-GLOBIZ-653127.htmlInformation of Mrs. Field (e.g. Industry)Little Jerry’s Placehttp://www.timelessfacade.com/2007/04/amk-hub.htmlhttp://www.soshiok.com/print/9256Information websites

Trick or Treat Diabetes - 863 Words

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