Coupons as an instrument for manufacturers of consumer goods to achieve customer loyalty

Hausarbeit , 2008 , 33 Seiten , Note: 1,0

BWL - Offline-Marketing und Online-Marketing

If you ever take a trip to the USA and “visit” one of those giant supermarkets, the first thing you will recognize as soon as you get to the cashiers is consumers giving slips of paper to them. The cashiers would scan those slips of paper and the total amount of the consumer’s grocery payment will be reduced immediately. Those slips of paper are called coupons and have been very popular in the USA for many years. Meanwhile, coupons enjoy also a great popularity in Germany but still without such a spread as in the USA. In today’s world many changes, especially such as the current financial crisis, give marketers the reason to restructure their marketing strategies. They know that consumers not only try to save as much money as possible, they also have much more brands and products to choose of today. As a form of sales’ promotion, coupons are an excellent way to attract consumers to purchase more products without having reduced the general price level. But more importantly, they are a very effective way to achieve customer loyalty and marketers know that long-term customer loyalty is more important than ever before to maintain success on the market.

This research paper will introduce you to the study of couponing – an impor-tant marketing instrument that is capturing the market everywhere in the world. It explores how manufacturers of consumer packaged goods (CPG) benefit from couponing in regard to their achievement of customer’s loyalty. First of all, this research paper gets involved with the analysis of the meaning of couponing and coupons, their classification in the marketing-mix as well as the different types and distribution forms. The main chapter distinguishes information about the history and development of couponing and their first evolution in both countries, USA and Germany. Subsequent the current market situations in the USA and Germany, as well as the latest evolutions of coupons regarding customer loyalty will be demonstrated. In additional, it will look into the significance of coupons to manufacturers in regard to achieve customer loyalty as well as chances and risks that appear with them. A summary and a critical view will build the closing of this research paper.

Inhaltsverzeichnis (Table of Contents)

• 1 Structure and objectives of the study
• 2 The concept of couponing
• 2.1 Definitions of coupons and couponing
• 2.2 Classification in the marketing-mix
• 2.2.1 Types of coupons
• 2.2.2 Distribution process
• 2.2.3 Target audiences
• 3 Coupons and their relation to customers' loyalty
• 3.1 History and development
• 3.1.1 The evolution of coupons in the USA
• 3.1.2 The evolution of coupons in Germany
• 3.2 Today's markets and manufacturers' challenges
• 3.2.1 The American market
• 3.2.2 The German market
• 3.2.3 The worldwide crisis situation
• 3.3 Coupons and their significance to manufacturers and consumers
• 3.3.1 Features and positive aspects
• 3.3.2 Risks and negative aspects
• 3.4 Options and boundaries of couponing
• 4 Conclusion

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This research paper investigates the use of coupons as a marketing instrument for manufacturers of consumer packaged goods (CPG) to achieve customer loyalty. It examines the historical development of couponing, its current state in the USA and Germany, and its significance to both manufacturers and consumers. The key themes explored are:

• The evolution of couponing in the USA and Germany
• The effectiveness of coupons in achieving customer loyalty
• The challenges and opportunities presented by couponing in today's market
• The benefits and risks of couponing for manufacturers
• The role of couponing in the marketing mix

Zusammenfassung der Kapitel (Chapter Summaries)

• Chapter 1 introduces the study of couponing and its relevance in today's market, emphasizing the importance of customer loyalty for manufacturers. The chapter also outlines the structure and objectives of the research paper.
• Chapter 2 defines the concept of couponing, including different types of coupons, their distribution processes, and target audiences. It also examines the classification of couponing within the marketing mix.
• Chapter 3 explores the historical development of couponing in both the USA and Germany, highlighting key milestones and trends. It then analyzes the current market situations in these countries and the global financial crisis's impact on couponing strategies. This chapter also investigates the significance of coupons to manufacturers and consumers, including both positive and negative aspects, and the options and limitations of couponing.

Schlüsselwörter (Keywords)

This research paper focuses on the strategic use of coupons as a marketing instrument, particularly within the context of consumer packaged goods (CPG) and its impact on customer loyalty. Key themes include the evolution of couponing, its application in different markets, its effectiveness in achieving customer loyalty, and its associated benefits and risks for manufacturers.

• Hochschule: Fachhochschule Brandenburg
• Note: 1,0
• Autor: Sylvia Krahl (Autor:in)
• Erscheinungsjahr: 2008
• Seiten: 33
• Katalognummer: V187387
• ISBN (eBook): 9783656108900
• ISBN (Buch): 9783656109242
• Sprache: Englisch
• Schlagworte: Coupons, Couponing, Marketing, consumer goods, Customer loyalty