Customer Retention through Loyalty Program at Greenply Industries

Code : MM0087

Year :
2022

Industry :-

Region : Asia

Teaching Note: Available

Structured Assignment : Not Available

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Abstract: Green Samriddhi and Green Access are two mobile applications launched by GreenPly Industries Limited, a plywood manufacturing company in India. The applications were launched to overcome the drawbacks of the previous process of rewarding loyalty points to the customers (architects and carpenters) which was done through a phone call. The company was facing losses because there was no accurate data to find out who was buying the plywood and who was actually taking the rewards. The case details on how GreenPly targets its different customers through segmentation and what it has done to retain its existing customers and attract the new customers. The case also outlines how the company tried to overcome the losses and create a database of all the dealers and sub-dealers of the company including the small retailers which will aid in estimating the actual sales correctly.

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Pedagogical Objectives:

  • To comprehend customer retention strategies used by companies.
  • To understand concepts behind customer segmentation, targeting and positioning.
  • To appreciate the marketing communication strategies used by companies.


    Keywords : Startups; Innovation; Entrepreneurship; Marketing Strategy; New Product Development; Intellectual Property Rights

    Contents :
    INTRODUCTION
    BACKGROUND NOTE
    LOYALTY PROGRAM AT GREENPLY
    THE CHALLENGE
    LAUNCH OF MOBILE APPS
    ROAD AHEAD
    EXHIBITS


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