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From the analysis, T & T has opened 01 branch offices in the city of Lao Cai to increase the totalnumber of branches 7 in Vietnam. This office is working to connect their trip to Hanoi and Halong by luxury bus.Metric of retention / loyalty: In its annual report, data retention / loyalty of customers use products and various services T & T has reached 30% in 2014. The share increasing growth brings positive signal, T & T has decided to increase the target rate up to 35% in 2015 with this goal, T & T has implemented a number of campaigns. First, they designed the special promotions
MARKETING STRATEGIES AND METRICS11gratitude to customers by distributing local card that they can get a discount of 5% of the use of any new service of T & T Communication through this campaign, by the end of 2015, the data showed increasing loyalty rate 2% (up to 37%) compared to 2015.Customer brand awareness: With regular annual survey on customer’s brand awareness,the results of 2014 showed that the number of sampled customers in the target segments reached 60% who know about T&T services. T&T has been ambitious to set the target for 65% in 2015 based on their current growth rate. Although T&T has pushed their marketing and advertisement through different communication channels, however, the results is not as expected since they achieved only 62% by end of 2015. This figure is a shock news for manager board at the beginning that required them to go further detailed analyses to find out the reason behind this data. By reviewing whole marketing process, they found out that the recent advertisement was focused much on the new customer segment (the youth), who has a little experienced with T&T services that why they did not had in-depth awareness about T&T brand. Taking this figures thatrevealed both challenges but opportunity, T&T adjust their promotion campaign to the youth group by introduced the adventure tour that suit with youth’s perspective. T&T determined to solid build their brand and impression services in youth’s mind so that enable to maximize the more profits gaining in the furfure customer’s generation.ConclusionFinally, the marketing has been identified as an essential tool for any company wishing toachieve success in business. All scientific knowledge, creativity, innovation, technology and patience will be the key factor to help marketers succeed through the use of appropriate marketing strategies, plans and data for sustainable development and the T & T is a good case study, reflecting the impact of marketing plans on business performance and the long-term development of the company.