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CABO SAN VIEJO

REWARDING LOYALTY

CONTENTS

Sowt Analysis

Customer Loyalty Program

Suggested Solution

General View

Introduction

Action Plan

Other Problems

INTRODUCTION

Ж Founded By :Dave and Florence Blumenthal in 1977.

Ж Mission: To help people unlock their hidden potential so they become healthy, happy, fully self-actualized individuals.

Ж Offerings: Massage, Body-Treatments, Exercise Physiology, Physical Therapy, Acupuncture, Nutrition Counseling and hair and nail care.

SWOT ANALYSIS

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STRENGTHS

First & leading brandWide offeringsFlexibilityExcellent staffExcellent facilities

WEAKNESS

Inaccurate and incomplete customer database Little cross and direct marketingLimited capacity

OPPURTUNITIES

Diversification and expansionUntapped market segmentsDemand will increase with increase in health awareness. Increase customer loyalty

THREATS

Stiff competition

Increasing consumer customers expectation

CUSTOMER LOYALTY PROGRAM

• Should CABO SAN VIEJO implement a reward program?

• Who should qualify? How should “POINTS” be accumulated?

• What should the rewards look like?

• Should rewards only apply to CABO SAN VIEJO or should they be redeemable at other places? If the latter, then what types of partner?

ACTION PLAN

Rewarding loyalty should be started.

Should acknowledge their customers by sending them gifts on various occasions.

Should send special package for a couples to spend their anniversary at Cabo.

ACTION PLAN

Should Introduce membership cards .The person possessing it will exercise free privileges for example swimming , gym , massages etc. This will help to generate loyal customers.

OTHER PROBLEMS

They are on the top of the pyramid in terms of pricing.

Lack of awareness campaign.

Low customer to staff ratio (3.2:1)

Failure to attract Men.

Lack of accommodation.

No Customer Database System.

LEVEL OF CUSTOMERS

There are several levels of customers:

1. Dissatisfied customer--Looking for someone else to provide product or service.

2. Satisfied customer--Open to the next better opportunity.

3. Loyal customer--Returns despite offers by the competition

SUGGESTED SOLUTIONS

Cut down prices.

Make people aware with the help of electronic media.

Concentrate on men oriented games.

Regular Customer Satisfaction Programs, like greeting their customers with flowers etc.

SUGGESTED SOLUTIONS

Rooms should be well furnished.

Expand your wings.

Install advanced computer database system.

GENERAL VIEW

It is not enough anymore to merely satisfy the customer- Customer must be delighted.

Customer satisfaction is a measure of product quality.

While satisfied customers tend to be loyal customers, loyal customers are not always satisfied customers.

If you keep your customer happy, they will keep you in business.

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PRESENTING GROUP : SELF BELIEVERSAMITANSHU SRIVASTAVA

ALOK KUMARARUN KHANDELWAL

A N PANIGRAHIANKIT GARODIA

ABHISHEK SAXENA