PRESENTED BY :

AAMER , ATUL SHARMA,

ANCHAL, ANKIT MALHOTRA RAKESH BURDAK JYOTI POPLI RIPUDAMAN BHARDWAJ

Companys Overview

Launched by Bill Harrah in 1937 in Reno, Nevada

Harrahs Entertainment Inc., an entertainment company had business interest in casinos, food, beverages & hotel rooms

IN 1973 it became the 1st casino company to be listed on NY stock exchange

Operates 26 casino across the country.

Companys Overview

4.5 billion sq feet of casino space

14400 hotel rooms

44000 employees

42000 slot machines & 1200 table games

Main operations are : Casino Hotels Dockside Riverboat casinos

INDUSTRY BECAME MORE COMPITITIVE ENTRY OF NEW PLAYERS GAMING OF ALL SORTS WERE MORE ACCESSIBLE ( LIKE RIVER BOAT CASINO, DOCK CASINOS, IND RESERVATION CASINOS

INTRODUCTION OF ONLINE GAMING

PHIL SATRE CEO at 1988 observed that customers are visiting the other sites of the HARRAs PHIL SATRE Along with JOHN BOUSHY started single national player card This card recorded the status of the player i.e. ( win or loose, time spend) and accordingly the offers were given Offers like PREFERED HOTEL ROOMS,SHOW TICKETS, FREE MEALS, AIR&CRUISE TICKETS were given

1) Customer Loyalty Program

Total Gold program customers were given electronic card. The customer information collected using this card is stored in central repository. This information also used to reward customers. Some weaknesses in Total gold program that are:-There was nothing different about Harrahs rewards as compared to competitors. --Earned different rewards at different properties.

2) Customer Loyalty Program (cont.)

Different approach i.e. tiered approach where customers were divided into tiers:

Gold -Platinum -Diamond

-Another objective of Total reward program was cross-market.

Total Rewards members receive points based on the amount they spend at Harrahs facilities.
points are redeemed for perks, such as cash, food,

merchandise, rooms, and hotel show tickets

Total Rewards forms the basis for a two-part CRM process

first, the company uses Total Rewards to collect information about customers It enabled them to identify important customers and customize market offerings to their specific needs

3) SEGMENTATION BASED ON TR

i) Offering customers at attractive tariffs.

ii) The strategy was used for optimizing the sum of gaming and room revenue.

iii) Based on co. segmentation strategy marketing campaigns were made.

It focused on encouraging customers to visit different casinos of Harrah's to increase their brand loyalty. This reduced the internal competition among Harrah's different properties and increased customers delight. Programmed such as Million maker ( a slot machine contest) were run nation wide and promoted all the casinos of Harrah's

It collected and consolidated customer data from slot machines, reservation systems and hotel management It served as a link for connecting all the systems @ one platform. This system helped HARRAH to classify customers into different segments Under this they made pattern data base (PDB) which predicted how profitable the customer might be

Harrahs used TERADATA-COGNOS Impromptu. to access data warehouse & run predefined reports & execute queries. A tool SAS used by Harrahs carrying out market segmentation. Primary purpose was to Estimate customers' worth over period of time. Determine Customers preferences. Predict the services and rewards for customers. Customize offering to its customers.

It provided total business integration solutions, which enabled integration of business systems at real time. As a result employees got more integrated view of information to make better , faster decisions.

TIBCO made available locations and time specific information regarding customers. This enabled more customized and relevant offers could be made to individuals in real time.

Re-launching of harrahs.com in September 2000. More features were added to it- Account tracking, online games online reservations. Account tracking of TR programs More Customer Oriented

Benefits

13% profit hike after the implementation of the CRM strategy

Increased in the Loyalty card enrolments from 12 million to 26 million

Store growth sales increased by 14%

Cross market revenue also increases from 13% to 22% in the year 1999