Cathay CRM Strategies
1st Pillar of CRM
Market Segmentation Strategy
Demographic
age group
adult
senior citizens
children
Psychographic
social class
standard cinema
platinum suite
Value Creation Strategy
Operational Excellence
convenience
8 outlets
online booking
low prices
promotions
food combos
Product Leadership
automated machine
quicker process
personalisation
new flavoured popcorns
matcha
mala
Component of Costs
Physic
Performance Risk
movie trailers
Monetary
no hidden charges
2nd Pillar of CRM
Customer Acquisition Strategy
Sales Promotion
Value Deal for Four
Free Merchandise
Word of Mouth
feedbacks on Google Review
4.2 Stars
Good Quality Audio System
Comfortable Seats
Good Movie Experience
Convenient location
Customer Retention Strategy
Positive Strategy
one for one ticket for first 500 Singtel customer every
Saturday
value
can redeem every Saturday
Change to win merch when customer purchase at least 2 tickets
Convenient
show proof of ticket to claim reward
winners notified through email
Customer Development Strategy
Cross- Selling
Sell food combos to buy with movie tickets
Unbundling
Sell food and drink individually
3rd Pillar of CRM
Marketing Automation
Digital Marketing
Social Media Management
Youtube
Service Automation
Customer Self Service
Automation Machine
Website
Mobile App
Web Analytics
Google Firebase Software