RELATIONSHIP MARKETING

Presented by:

AMARNATH
www.amarwin.com
KV INSTITUTE OF MANAGEMENT AND
INFORMATION STUDIES
COIMBATORE

E-mail: amar@amarwin.com

© www.amarwin.com
 Business exist 
Create customer value =

Sustainability

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 Partnership
marketing

+
Value networks
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THE EVOLUTION OF MARKETING

Mass Markets

Customer focus Relationships

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 PARADIGM SHIFT

One way Relationships

transactions

© www.amarwin.com
 Business exist  Create customer value =

Sustainability

Cost Activities
Relationship
marketing Value chain

Technology
Technology

Value net

Partnership
marketing
Cost Activities Relationships

AIS Sustainability

Marketing Plan

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FIVE LEVELS OF RELATIONSHIP
MARKETING

1 Basic Marketing

2 Reactive marketing

3 Accountable marketing

4 Pro-active marketing

5 Partnership marketing

© www.amarwin.com
 Business exist  Create customer value =

Sustainability

Cost Activities
Relationship
marketing Value chain

Technology
Technology

Value net

Partnership
marketing
Cost Activities Relationships

AIS Sustainability

Marketing Plan

© www.amarwin.com
 GENERIC VALUE CHAIN
Firm Infrastructure
Support activities

Human Resource Management

M
ar
gin
Technology Development

Procurement

Inbound Operations Outbound Marketing Service

logistics /production logistics and sales

in
Books Customised/ Access

rg
coherent delivery
Databases

Ma
information modes
Information environment
products
Journals

Adapted from the model by Porter in

Functional/Primary
Competitive advantage: Creating and Sustaining
Activities Superior Performance (1985) as cited by
Kotler (2000) in Marketing Management, p44.
 Business exist  Create customer value =

Sustainability
Cost Activities
Relationship
marketing Value chain

Technology
Technology

Value net

Partnership
marketing
Cost Activities Relationships

AIS Sustainability

Marketing Plan

© www.amarwin.com
 Business exist  Create customer value =

Sustainability

Cost Activities
Relationship
marketing Value chain

Technology
Technology

Value net

Partnership
marketing
Cost Activities Relationships

AIS Sustainability

Marketing Plan

© www.amarwin.com
 VALUE NET
Authors

End user Sponsors

Value
Librarians Publishers

Vendors Technologists

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 CHARACTERISTICS OF A
VALUE NET
• All the role players collaborate and interact
regularly to co-produce value
• It creates and increases value for all its
participants

• It is focused on the end user and his/her needs

• It is built on relationships

• It is non-linear

• Participants operate within a collaborative,

digitally linked network
© www.amarwin.com
 Business exist  Create customer value =

Sustainability

Cost Activities
Relationship
marketing Value chain

Technology
Technology

Value net

Partnership
marketing
Cost Activities Relationships

AIS Sustainability

Marketing Plan

© www.amarwin.com
 Client Information
numbers Sources

+20 % +50 %

Rand versus Buying power

Dollar

-75 % -56 %

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 WHY ScienceDirect?

• Most expensive information product

• Pricing model

• Not fully utilised

• Cost per article too high

© www.amarwin.com
 Business exist  Create customer value =

Sustainability

Cost Activities
Relationship
marketing Value chain

Technology
Technology

Value net

Partnership
marketing
Cost Activities Relationships

AIS Sustainability

Marketing Plan

© www.amarwin.com
 MARKETING PLAN
7. Marketing
Programmes
6. Market
8. Critical issues
Segmentation

2 3

5. Marketing 1 4
Strategy 9. Evaluation

4. Marketing Goals Macro

Market

Micro
3. Market Analysis

2. Product
Introduction
1. Executive
Summary
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 MARKETING STRATEGY

• To continue with our well established general

marketing initiative via general training, web
interfaces, training brochures, posters, newsletters
and e-mail messages

• To concentrate on four identified niche markets to

take our marketing and ScienceDirect usage to a
higher level

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MARKET SEGMENTATION

• NSE 800
1 1st Year students • VET 23
• EBIT 1183

2 Paper lovers • All faculties: 800

3 Young researchers • All faculties: 9700

4 Innovation managers/
• All faculties: 22
teaching consultants

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 MARKETING PROGRAMMES:
Product
E-only generation Searching, articles immediately
available, logical place to start,
combine with Scirus
Paper lovers Alerts, (TOC and subjects),
additional content, browsing,
customisation, PDF
Pyramid climbers Alerts, Citations, author gateway,
searching, SD subject specific
portals
Innovation Modern features, tool to drive
managers and innovation
teaching
consultants
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 MARKETING PROGRAMMES:
Promotion
E-only Group training, bags, screen savers, SD
generation splash, word of mouth, posters SMS
messages, self help training program,
lecturers, tutors
Paper lovers Personal training sessions, campus news,
SD splash, brochures, departmental
meetings, e-mail, listserves
Pyramid Training workshop for authors, posters,
climbers e-mail, listserves, COP’s, UPeTD
(e-thesis), word of mouth
Innovation Personal contact, campus news, listserves,
managers and e-mail, teasers, newsletters
teaching
consultants
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 MARKETING PROGRAMMES:
Value proposition

E-only Empowerment
generation
Paper lovers Convenience

Pyramid Recognition
climbers
Innovation
managers and Innovation
teaching
consultants

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 THANK YOU DEAR FRIEND
WITH REGARDS

AMARNATH
www.amarwin.com
KV INSTITUTE OF MANAGEMENT AND
INFORMATION STUDIES
COIMBATORE

E-mail: amar@amarwin.com