Creating Long-Term Loyalty Relationships Essay Example

Further, purchased result of Seasonal Promo still can be included in the calculation points of Makarizo Customer retention program called Makarizo Quantum Promo, where salons will receive another cataloque from Makarizo that consist of gifts information that salon can choose and redeem at the end of the promo period. This is one strategy that used by Makarizo to tie-up and protect their sales from being “attacked” by other competitors.

The Quantum Promo are highly related with Makarizo’s database management. Whenever a salon reach their ending time of the contract, Makarizo can see and verify all the invoices accumulated for that specific salon, as well as number of ‘goods return’ case and also the outstanding A/R, at the end justify whether the salon entitled to have their prize or not. Other way to bring Makarizo and salons distance closer is by build many Hair Studios across the country.

Currently, Makarizo has approximately 20 studios and mini-studios that are scattered in all region, from Medan to Manado. For small cities, Makarizo trainers are doing “fetching the ball strategy”. They hold small road show in small city, utilizing one of spacious salon customer to held mini workshop and training. Middle class salon in these small cities are very happy with the road-show. They are so flattered because treated by Makarizo as important clients as other big salons in big cities.

For big and top 10 salon customers, Makarizo involved them in any big hair show held by Makarizo. Makarizo gave them a chance to perform on the stage with their own creation with the top guess stylist from overseas (Italy, Japan, USA, etc). For local stylist who performed, this kind of

opportunity are beyond their wildest dream. Their proudness are exceeding level that they can imagine. They really appreciated Makarizo on the opportunity. Makarizo can be proud of the all above because none of direct head-to-head ompetitorsisdoing the all of above. Therefore until now, specially for Rebonding product, Makarizo is the top brand in middle class salon’s mind. They really appreciate how Makarizo care and concern about salon management skill and expertise in hair styling. B. Analysis Base on information above, We can analyze the related of the makarizo’s marketing strategy with the topic of marketing management especially on chapter 5: “Creating Long-term Loyalty Relationships”.

Makarizo creates some program not only for getting more customers but it also focus on retaining its customer. All program was designed for maximizing customers value with excellent quality and superior standard of services to increase customers satisfaction and build customer loyalty. All Makarizo’s Program is highly related with customer database , that gives many information to identify prospects, avoid mistakes, target offers and deepen loyalty. C. Room for Improvement

With those solid database Makarizo as for now has never tried to measure or quantified the satisfaction of each salons. Straight to the point, Makarizo should do this to understand precisely where is Makarizo position, and so be able to precisely identify the weakest point of the service and do all the necessary effort to make the improvement. Beside that, Makarizo can also use the database to capture information by analyzingthe pattern of data in database (datamining) to get more valuable information to support a strategic decision.