i-Mint - An Innovative Coalition Loyalty and Consumer Rewards Program in India


IBS CDC IBS CDC IBS CDC IBS CDC RSS Feed
 
Case Studies | Case Study in Business, Management, Operations, Strategy, Case Study

ICMR HOME | Case Studies Collection

Case Details:

Case Code : MKTG238
Case Length : 14 Pages
Period : 2006-2009
Pub Date : 2010
Teaching Note :Not Available
Organization : Loyalty Solutions and Research Limited, ICICI Venture
Industry : Retailing
Countries : India

To download i-Mint - An Innovative Coalition Loyalty and Consumer Rewards Program in India case study (Case Code: MKTG238) click on the button below, and select the case from the list of available cases:





Price:
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300+ Rs. 25 for Shipping & Handling Charges

Marketing Case Studies
Mini Cases on Marketing Management
Micro Cases Studies on Marketing
View Detailed Pricing Info
How To Order This Case
Business Case Studies
Case Studies by Area
Case Studies by Industry
Case Studies by Company



Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

<< Previous

"Running a loyalty program on an individual store level is becoming expensive and marketing initiatives are getting realigned. They (retailers) realize that in a shared program, upfront investment is low and they have access to a much larger customer database. Partnering with i-mint gives businesses access to over nine million customers and companies like Loyalty Solutions also help clients identify repeat customers and customers with large billings."1

- Vijay Bobba, CEO, Loyalty Solutions and Research Limited, in April 2009

Introduction

On February 03, 2009, i-mint the pan-India customer loyalty program was awarded the best Customer Loyalty Program award2 by Asia Retail Congress3. The i-mint program was launched on August 01, 2006, by Loyalty Solutions and Research Limited (LSRL)4. It was a unique concept based on a multiple coalition partners' rewards program in India.

The national coalition partners were India's six leading brands - Airtel, HPCL, ICICI Bank, Air India, Lifestyle, and MakeMyTrip.com. With its launch, i-mint emerged as the largest network of business partners coming together to offer consumers the benefits of a common rewards platform.

Commenting on the launch of i-mint, Vijay Bobba (Bobba), CEO, LSRL, said, "i-mint is the beginning of a new marketing renaissance. Coalition loyalty programs5 have been a success in other parts of the world. With i-mint, we intend to start a revolution in India. We have taken into account all the needs and aspirations of an Indian consumer, and have created a quality product to suit all lifestyles. It is our goal to empower the consumer with the ultimate freedom of choice in the world of rewards!"6

i-Mint Introduciton Contd... | Next Page>>


1] "Falling Footfalls Push Retailers to Rework Loyalty Programmes," www.thehindubusinessline.com, April 17, 2009.

2] www.imint.in/flow/aboutus.

3] Asia Retail Congress is one of Asia's global platforms that encourage world-class retail activities.

4] Incorporated in February 2006, LSRL is a subsidiary of Tech Process Solutions Limited. Both companies are network companies of ICICI Venture Funds. LSRL's core line of business is to conceptualize, design, develop, & promote consumer loyalty programs.

5] Loyalty programs are structured marketing efforts that reward, and therefore encourage, loyal buying behavior - behavior which is potentially of benefit to the firm (Source: Sharp, Byron and Anne Sharp (1997), 'Loyalty Programs and Their Impact on Repeat-Purchase Loyalty Patterns', International Journal of Research in Marketing, 14 (5), 473-86).

6] "i-mint - Coalition Loyalty & Customer Reward Program Launched," www.moneycontrol, August 02, 2006.


 

Case Studies Links:- Case Studies, Mini Case Studies, Micro Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Textbooks, Workbooks, Case Study Volumes.