Loyalty program..

SEREMBAN 16 Mac - Datuk Seri Najib Tun Abdul Razak hari ini melakukan pecah tanah pembinaan kilang pembotolan pertama syarikat Coca-Cola di Bandar Enstek, Nilai dekat sini dengan jumlah pelaburan AS$285 juta (RM1 bilion) bagi tempoh lima tahun akan datang.Pembinaan kilang ini juga akan memberi manfaat kepada lebih 100,000 peruncit di negara ini serta memenuhi keperluan kehendak 27 juta pengguna terhadap pelbagai jenis produk Coca-Cola.Dipercayai kilang baru itu mampu mengeluarkan minuman sehingga 50 juta karton setahun di dalam pelbagai kapasiti pengeluaran dengan penggunaan empat barisan pengeluaran.

Coca Cola sudah lama bertapak di Malaysia. Mengapa hanya sekarang pebinaan kilang dilakukan? Ini kerana persoalan `loyalty' terhadap coca-cola di rantau ini sudah tidak dipersoalkan lagi..

Marketing is basically putting loyalty program in place. On top of everything in the loyalty program must be the product itself. Certain basic questions on the product must be addressed first before the rest of the elements in the 4P's are being looked into. As an analogy, the success in growing a rambutan tree is not when the trees bear fruits. The success is being determined when the volume of sales cover the cost of growing it. It is not just mere saying I have everything and now see what happen the moment the product is being launched. That can be suicidal. In fact marketing concept proposed that the loyalty program should be first being looked into before anything else.. Needs must be studied in the context of loyalty meaning question should be asked: `would there be a repeat buying'? Thus the role of selling is critical in order not to misjudge the presence of loyalty elements in the prospect. So long as the customer has `fire in their belly' and they will remain loyal. How? By putting a loyalty program befitting with the current needs and the wants of the customers.