How can direct and interactive marketing be used to built customer relationship? A case study of Cuc Phuong Mineral Water

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ACKNOWLEDGEMENT

I would like to take this chance for thanking my research facilitator, friends & family for the support they provided & their belief in me as well as guidance they provided without which I would have never been able to do this research.

DECLARATION

I, (Your name), would like to declare that all contents included in this proposal stand for my individual work without any aid, and this proposal has not been submitted for any examination at academic as well as professional level, previously. It is also representing my very own views and not essentially those that are associated with university.

Signed __________________ Date _________________

TABLE OF CONTENTS

ACKNOWLEDGEMENTii

DECLARATIONiii

CHAPTER 1: INTRODUCTION1

Background to the Study1

Rationale1

Aims and Objectives2

Research Questions2

Significance of the Study3

CHAPTER 2: LITERATURE REVIEW4

Direct and interactive marketing4

Brief overview of Cuc Phuong Mineral Water Company6

How the company employed Direct and Interactive Marketing?7

The first requirement: direct mail8

The second requirement: catalogs and TV marketing8

Third requirement: telephone and fax marketing9

Fourth requirement: face to face sales10

CHAPTER 3: METHODOLOGY11

Research Design11

Literature Search11

Keywords12

Research Method12

Literature Selection Criteria13

Search Technique13

Theoretical Framework13

Difference13

REFERENCES15

CHAPTER 1: INTRODUCTION

Background to the Study

Attracting new customers and establishing long-term relationship with them is one of the main goals of every company. To do this, companies carry out various actions like making cards, providing discounts and other financial best deals to lure the customers and build a healthy relationship with them. To this end, the concept of interactive and direct marketing has proven itself to come in really handy and useful for marketers. Directive and interactive marketing refers to the types of marketing communications which is based on direct communication with the customer or client. (Armstrong & Kotier 2007, pp.123-126)

Using direct marketing to search for new customers and building long-term relationship, respectively, is reflected at the level of profit. In direct marketing, use of direct mail messages to representatives of a specific target audience is very common. Direct marketing, includes advertising directed action that is a personal appeal from the seller offering a product to the customer. Like any other product, direct and interactive marketing is helpful for mineral water companies as well. In this research, we would be assessing the interactive and direct marketing strategy by using the case study of Cuc Phuong Mineral Water, which is a well known mineral water company in Vietnam.

Rationale

Like any other product, a brand of mineral water also needs considerable marketing in order to sell more. The boom of the mineral water industry began throughout the world in the 80s, with a significant growth in the sector ever since. Over the past decade, the industry has grown in many countries of the world because more and more people are becoming health conscious. There are many factors which have contributed to the growth of mineral water industry across the globe. Many people consume bottled water because they prefer the taste of mineral water over tap water and they have common perception that mineral water is purer than tap ...