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MNM3709 ASSIGN 02 SEMESTER 2 2024
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MNM3709 ASSIGN 02 SEMESTER 2 2024
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Table of ContentsQUESTION 1 [10 MARKS] ......................................................................................... 2
QUESTION 2 [8 MARKS] ........................................................................................... 3
QUESTION 3 [16 MARKS] ......................................................................................... 4
References ................................................................................................................. 6
, QUESTION 1 [10 MARKS]
As the market becomes increasingly competitive, Ocean Basket must develop
strategies to retain customers and increase customer loyalty. Recommend one pure
loyalty, push loyalty, pull loyalty, purchase loyalty and purge loyalty marketing strategy
each to Ocean Basket (so a total of five loyalty marketing strategies) by explaining
how Ocean Basket can apply each of these strategies to improve customer
satisfaction, loyalty and retention. Provide specific practical examples relating to
Ocean Basket to support your discussion.
Pure Loyalty Strategy
Ocean Basket can implement a pure loyalty strategy by offering a loyalty program
where customers earn points for every purchase (Varadarajan, 2020). These points
can be redeemed for discounts, 0717513144free meals, or exclusive offers. For
example, customers could earn points for every dollar spent, and after accumulating
a certain number of points, they could receive a free appetizer or dessert.
Push Loyalty Strategy
To apply a push loyalty strategy, Ocean Basket can send personalized offers and
promotions to existing customers via email or SMS (Ramsern & Govender, 2023). For
instance, they could send a special discount offer for a customer's favourited dish or
a buy-one-get-one-free deal for a limited time.
Pull Loyalty Strategy
Ocean Basket can use a pull loyalty strategy by creating engaging and interactive
social media campaigns (Wirtz & Lovelock, 2021). For example, they could run
contests where customers can win free meals 0717513144or vouchers by sharing
their dining experiences or by participating in seafood-related quizzes or challenges.
Purchase Loyalty Strategy
Implementing a purchase loyalty strategy involves offering incentives for frequent
purchases (Rachmad, 2024). Ocean Basket can introduce a "frequent diner" card
where customers receive a stamp for each visit, and after a certain number of visits,
they get a free meal or a discount on their next purchase.
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