VITAMINWATER

Relational Marketing Objectives:

·         Increase market share by 15%, during the second quarter of 2015

·         Establish a target market and implement an intensive penetration strategy

·         Create a much wider and direct communication with our customers

·         Improve the organization of our social media platforms

a)      What evaluation metrics are you going to use for each level involved in your proposal?

Business

•  Sales
• Migrating clients
• Income

Marketing

• Sales
• Leads
• Customer Lifetime Value

Clients

• Churn rate
• Visits and time to close an event
• Conversion rate

Website

• Origin of visitors
• Fee searches
•  Cost per click

b)      What web analytics program do you suggest for your company? Do they currently use any kind of program or analyze its presence in digital media in any way? Describe it. 

 Google Analytics & Seesmic

We will use Seesmic for the levels involving customer’s data as well as marketing decision making, because allows you to track page views, visitor information, and conversion rates. You can also set goals that can help interpret data by comparing several factors at once

It is very easy to implement with other CMS solutions and even marketing tools such as email newsletter to track conversions. It can give us an insight into what our customers do when they are on the website.

For the financial and sales levels, we will use Google Analytics, because it lets you update and view multiple social networks in an efficient and powerful application. Manage multiple Twitter accounts, your Facebook account, your Chatter accounts, and organize all your accounts, searches, trending topics and lists in a customizable dashboard

c)      What will be your contingency plan correction plan and when do you suggest starting implementation?

At the middle of the quarter during which the strategy will be implemented (June), there will be an assessment to determine if the strategy has worked or not, but with the analytics program we will obtain the necessary data to make a decision as to whether the plan should be changed or not.

The contingency plan would involve changing our strategy, meaning we would start exposing our brand and products through different social media, or begin to invest in the actual social media to increase followers, views, content, and customer involvement. We would make our strategy more direct towards specific clients, instead of it being massive (email, sponsored ads bases on search history, etc.), and create loyalty programs for specific segments of the market.