NAILLOUX SHOPPING OUTLET VILLAGE: Implementing a loyalty scheme

Nailloux outlet village opened in November 2012 with the aim of offering an alternative to the traditional retailing networks of the Toulouse region. It replicates the American outlet model and offers famous brands at off-label prices. But from the start, Franck Verschelles, the founder, had the ambition to create a place far beyond a simple outlet shopping village, since he intended to create a living space, offering its customers a real consumption experience, which would counter the retailing sector's dematerialisation and the growing influence of internet actors.
Since its creation Nailloux outlet village proved it was meeting strong expectations since 89% of the customers are specifically coming to Nailloux to shop and 94% actually purchase. Moreover, 31% of the regular consumers are visiting the village 3 to 4 times a year. Advantail thus wants to develop a real loyalty programme to better know its consumers and then meet their demands.
You have been hired by Nathalie Pruvost, the marketing manager, in order to help her determine what marketing strategy and action plan would be appropriate for this loyalty programme.

Assess the students' abilities to:
1)      Analyse while taking the corporate internal and environmental constraints into account.
2)      Summarise.
3)      Define a strategy or a comprehensive visions; come up with sonsistent strategi scenarios.
4)      Argue about an action plan.
This case shold especially enable the students to:
-Run an external and internal analysis / a diagnosis of an evolving market.
-Build a double SWOT diagnosis.
-Develo a justified recommendation for evolving sales operations while identifying Key Success Factors.
-Define numbered strategic marketing objectives.
-Devise a marketing plan (product/price/place/promotion).
-Cost the marketing plan and devise a schedule for the recommended actions.

Summary case, exam case, strategic diagnosis, market analysis, growth and development strategy, marketing-mix, marketing strategy

Pre-requisites: introduction to marketing, marketing strategy and services marketing
EBac + 3 to bac + 5, students, arketing Masters and advanced masters, initial training or continuous education.

Land and real estate rental

Case examen

This cas study contains one debriefing (34 slides)

Année de la problématique : 2015

Livraison : Livraison par lien de téléchargement

Nombre de pages : 35 avec 9 page(s) annexe(s)

Temps d'utilisation : plus de 3 heures

Code du secteur d'activité : 70 - Activités immobilières