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商品編號： KEL563 出版日期： 2011/10/21 作者姓名： Mohanbir Sawhney; Aarti Kumar; Hilary Meyer; Coby Neuenschwander; Sang' ona Oriedo; Mallika Pradhan; Garima Sethi; Pallavi Goodman 商品類別： Marketing 商品規格： 26p 再版日期： 地域： United States 產業： Home improvement 個案年度： -
商品敘述：
Lowe's, the second largest home improvement retailer in the world, had launched an ambitious new program in early 2009 and entered the arena of kitchen remodeling service providers. With this decision, Lowe's was making a concerted effort to move beyond its traditional DIY customer base and capture the attention of the do-it for-me customer. Lowe's chief competitors were the market leader Home Depot, Sears, Menards, and IKEA along with an assortment of smaller independent service contractors. The case describes the challenges Lowe's faced as it embarked on this transition to the services sector. It illustrates how consumer insights lead to customer experience mapping which then forms the basis of an integrated marketing communications program. It also illustrates how to build a quantitative framework for allocating marketing investments across the marcomm mix. The Lowe's marketing team had the task of creating the optimal marketing communication mix and successfully engaging those consumers interested in kitchen remodeling.
涵蓋領域：
Consumer behavior; Customer experiences; Marketing; Marketing communications; Marketing strategy; Organizational development; Retail; Social media; Technologyazathioprin cancer azathioprin zulassung azathioprin vasculitis
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