Implementing a short-term loyalty program : case: Bosch Lawn & Garden and the Ventum short-term loyalty program
Logvinova, Veronika (2015)
Lahden ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015113018552
https://urn.fi/URN:NBN:fi:amk-2015113018552
Tiivistelmä
In 2015, one of the Bosch Home and Garden divisions, Bosch Lawn and Garden, has made a strategic decision to adopt a points-based short-term loyalty program called Ventum LG in the German supermarkets and petrol stations. It was decided that the base of this program will be completed Ventum PT short-term loyalty program which was managed by another division, Bosch Power Tools, and proved to be successful. This thesis aims to evaluate the worthiness of the Ventum LG loyalty program for Bosch Lawn and Garden by conducting vast research with a focus on success factors of the finalized Ventum PT loyalty program and on a marketing mix evaluation of the Ventum LG loyalty program.
The theoretical framework of the study explores relationship marketing prioritizing on the concept of short-term loyalty programs. The researcher retrieves the data from the relevant thematic books and online publications. As for the empirical section, this study applies quantitative research in the form of the survey for the market analysis of the Ventum PT loyalty program participation, and qualitative research in the form of the semi-structured interview for the discussion with Bosch Lawn and Garden and Bosch Power Tools employees on the topic of the Ventum LG loyalty program launch.
Having analyzed literature and empirical research results, the study leads to the assessment of Ventum LG marketing mix segments based on seven criteria: product, place, price, promotion, people, packaging and positioning.
The thesis concludes that, despite a certain number of disadvantages, it is still worth it for Bosch Lawn and Garden to implement the Ventum LG short-term loyalty program. In addition, the hypothesis that the Ventum LG loyalty program brings a positive impact on Bosch Lawn and Garden business is validated and confirmed.
The theoretical framework of the study explores relationship marketing prioritizing on the concept of short-term loyalty programs. The researcher retrieves the data from the relevant thematic books and online publications. As for the empirical section, this study applies quantitative research in the form of the survey for the market analysis of the Ventum PT loyalty program participation, and qualitative research in the form of the semi-structured interview for the discussion with Bosch Lawn and Garden and Bosch Power Tools employees on the topic of the Ventum LG loyalty program launch.
Having analyzed literature and empirical research results, the study leads to the assessment of Ventum LG marketing mix segments based on seven criteria: product, place, price, promotion, people, packaging and positioning.
The thesis concludes that, despite a certain number of disadvantages, it is still worth it for Bosch Lawn and Garden to implement the Ventum LG short-term loyalty program. In addition, the hypothesis that the Ventum LG loyalty program brings a positive impact on Bosch Lawn and Garden business is validated and confirmed.