Understanding the World of the Jetsons: The New Age of Building Customer Relationships

CHAPTER 1 INTRODUCTION


What is this report about?

Who is the target reader?

How to use this report

CHAPTER 2 MARKET CONTEXT


Introduction

Key findings

Market segments

Personal care

Food and drink

Drivers and trends

Growth of the Internet

The emergence of new Internet technologies and devices

Opportunities

Establishing singularity of the customer

Targeting “segments of one”

Overcoming consumer in-"security"

Conclusions

Shifting to a customer-centric model

Technology as business strategy

The "Gee Whiz" Factor

CHAPTER 3 CUSTOMER FOCUS


Introduction

Key findings

Customer identification

Customer focus: Europe

Customer focus: United States

Customer focus: teens

Customer requirements

Customer focus: United States

Customer focus: Europe

Branding and marketing

Building customer loyalty

Achieving relationship marketing

Maximizing advertising strategies

Distribution channels

Leveraging “contribution” channels

CPFR benefits: from B2B to B2C

Customer acquisition and retention

Targeting the “frequent shopper”

Conclusions

CHAPTER 4 COMPETITIVE DYNAMICS


Introduction

Key findings

Competitor identification

Personal care innovators

Food and drink innovators

Conclusions

CHAPTER 5 THE FUTURE DECODED


Introduction

Key findings

Input from online and offline relationship-building efforts will provide a composite
view of the company and its products/brands in the mind of the consumer.

Globalization and consolidation in the CPG sector will increase the need for
integrated technology solutions as strategic business tools in the struggle to
maintain, strengthen and increase market presence.

New eCommerce and eCRM technologies will allow manufacturers to build
interactive, unmediated customer relationships as never before.

Retailers will remain an important distribution channel and customer contact point
for consumer goods manufacturers.

Globally, government rules and regulations will have a large impact on the future
of online relationship initiatives by consumer goods companies.

Internet privacy regulations

CHAPTER 6 ACTION POINTS


Introduction

Key findings

To develop an effective relationship building strategy, online tactics cannot be
implemented independently of offline customer relationship strategies.

To build customer loyalty and improve market positioning, CPG manufacturers
must adopt a "glocal" viewpoint to define global technology marketing and
branding strategies.

In order to maximize revenues and build a loyal consumer base among the Web’s
fastest growing consumer segments, CPG manufacturers should leverage
customizable customer-facing technologies.

As wireless devices proliferate and 3G technology becomes a global reality, CPG
manufacturers need to develop content and strategies for targeting and servicing
tomorrow's wireless consumer.

To attain maximum ROI on CRM applications, CPG manufacturers need to form
integrated information-sharing strategies with their retail partners.

CHAPTER 7 APPENDIX


Supplementary data

Definitions

Research methodology

Datamonitor quantitative research methodology

Industry opinion survey methodology

Future readings

Relevant links

SPP writing team

How to contact experts in your industry

LIST OF TABLES


Table 1: Technology roundup

Table 1: Selected merger and acquisition activity among consumer goods
companies, 2000

Table 2: Technology roundup

Table 3: Price comparison, Internet access devices, May, 2000 (US$)

Table 4: Internet device capability compared

Table 5: Transforming traditional promotional tools

Table 6: Online global sales growth vs. total sales growth, 2000-2005 (US$b)

Table 7: Selected merger and acquisition activity among consumer goods
companies, 2000

Table 8: European mobile phone penetration rates

Table 9: European hand held penetration rates

Table 10: North American mobile phone penetration rates

Table 11: North American handheld penetration rates

Table 12: Asia-Pacific mobile phone penetration rates

Table 13: Asia-Pacific handheld penetration rates 145

LIST OF FIGURES


Figure 1: Percent of US Households with Internet Access by Race/Origin, 1998
and 2000 6

Figure 2: eCRM yields enhanced profitability*

Figure 3: The benefits of multi-channel eCRM

Figure 1: Network migration paths for operators

Figure 2: Paths to 3G migration

Figure 3: Wireless mobile service technologies in North America

Figure 4: Growth of the European digital TV market, 2000 - 2005

Figure 5: Growth of iTV in the US, 2000 - 2005

Figure 6: Internet Access Growth Rates, by Race/Origin, 1998 - 2000

Figure 7: Percent of US Households with Internet Access by Race/Origin, 1998
and 2000

Figure 8: Owning the customer - the iTV value chain

Figure 9: Cadbury’s Time Out’s sponsorship of Two Way TV

Figure 10: Selected operational CRM vendors competitive positioning

Figure 11: Selected analytical CRM vendors competitive positioning

Figure 12: CRM - Key technologies

Figure 13: The shift from a product-oriented to customer-centric CRM landscape

Figure 14: Uses for customer data, now and in five years

Figure 15: eCRM yields enhanced profitability

Figure 16: Digital TV penetration and user base

Figure 17: Mobile phone penetration and user base

Figure 18: Consumer usage characteristics by device

Figure 19: Total device penetration to US adult population - May 2000

Figure 20: Email the killer data application for cellphones

Figure 21: Ziggurat of European digital device ownership, 2000

Figure 22: As their Internet experience levels increase, consumers become more
demanding

Figure 23: Building customer loyalty

Figure 24: Customer relationship success factors

Figure 25: Mass vs. relationship marketing

Figure 26: Closed loop marketing efficiency

Figure 27: US advertising spend by channel, food and beverage manufacturers,
1999

Figure 28: US advertising spend by channel, personal care manufacturers, 1999

Figure 29: Advertising channels, now and in five years

Figure 30: Customer feedback channels, now and in five years

Figure 31: The benefits of multi-channel eCRM

Figure 32: % of information shared by retailers with manufacturers, by channel

Figure 33: Leveraging technology to improve relationship effectiveness

Figure 34: Direct marketing technigues, now and in five years

Figure 35: Relative device capabilities

Figure 36: Kraft’s interactive kitchen

Figure 37: New technologies and targeted advertising, now and in five years

Figure 38: Online sales vs. total sales, food and drink

Figure 39: Online sales vs. total sales, personal care

Figure 40: Manufacturer sites by functionality

Figure 41: Percentage of consumers who bought online following specific forms
of advertising

Figure 42: Buy rate

Figure 43: Internet Access Growth Rates, by Race/Origin, 1998 - 2000

Figure 44: TV device penetration rates, US

Figure 45: Future importance of wireless in targeted advertising

Figure 46: European mobile phone penetration rates

Figure 47: European Hand-held penetration rates 2001-2006

Figure 48: North American mobile phone penetration rates for consumer use
2001-2006

Figure 49: North American Hand-held penetration rates 2001-2006

Figure 50: Asia-Pacific mobile phone penetration rates for consumer use 2001-
2006

Figure 51: Asia-Pacific handheld penetration rates 2001-2006

Figure 52: Datamonitor’s research methodology