Role of Data in Relationship Marketing for Gatorade Company

Sales and Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Your report should include a comprehensive evaluation of the role of data in improving
relationship marketing within your chosen business. You must also evaluate how the role
of data improves the target customer’s expectations and level of service provided..............3
TASK2.............................................................................................................................................6
The concepts of segmentation, targeting and positioning specific to a product or service....6
TASK 3............................................................................................................................................8
You are required to create a rationale for innovation in a new product and/or service
design for your chosen product/service in meeting the needs of customers in line with your
chosen organisation’s strategy................................................................................................8
TASK 4............................................................................................................................................9
Choose a specific target group within the framework of your chosen business and create
viable solutions that would appropriately those specific target customers’ needs.................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
Books and Journal................................................................................................................13

INTRODUCTION
Sales and marketing are two important functions in an organisation as the whole profit of
the organisation is depended on these two departments. Sales in simple words means
increasing the potential customers that are ready to purchase the company's product basically
it means selling of more and more goods. Sales is incomplete without marketing as it is the
marketing function that makes aware people about the product and service and attract them to
buy the product or avail the service (Agrawal and Sareen, 2016). Marketing is a broader term
and includes sales in it. There are many methods that are used by companies to attract more
and more customers and to satisfy the needs of customers it is important to know and
understand their needs and wants as they are the one who will improve the sale of the
organisation. The organisation to grow and achieve success it is important to perform both of
the functions hand in hand as they lead to success of the organisation. The report will focus
on an American Company naming Gatorade which has its operations in around 80 countries
and the make sports-themed beverage and food products, built around its signature line of
sports drinks. For success of the company it is essential to find out the potential customers
and then fulfilling their needs and wants and it is also important to build a image of its
products in the minds of its customers so segmentation. Targeting and positioning strategy of
the company is used. A research is to be conducted for making a rationale of new product that
is matching the strategies of company. The strategies and techniques that attract the
customers are also mentioned in the report. Also an evaluation of the importance of data in
improving the customer relationship in part of this report.
TASK 1
Your report should include a comprehensive evaluation of the role of data in improving
relationship marketing within your chosen business. You must also evaluate how the role of
data improves the target customer’s expectations and level of service provided.
Relationship marketing is a way to build loyal relationship with the customers. Marketing
is a way to promote the products of the brand by devising effective strategies in order to
maintain competitive edge. The company focuses on building relationship through effective
marketing which enhance the growth prospects of the company. The company focuses on
building longer term customer engagement rather than building short term customer
relationship (Borchardt, Souza and Viegas, 2018). Data is factor which is important to be
analysed by the research and development department to ensure that it will be used for the

marketing purpose wisely. Organisation use data to analyse the trends and preferences of the
customer to make sure that they purchase the product of the company. In context with the
chosen organisation, the company is launching a smart watch after evaluating its needs in the
current scenario. The company also analyses the latest technology that will reduce their
operational cost and will maximize their profit. Data also helps in developing effective ways
to serve the customers in a better way (Cometto and Labadie, 2017). Relationship marketing
is a technique used by the Gatorade Company to attract the youth generation who will get
attracted towards the new launch of product. There are many benefits of using data for
relationship marketing which is explained below:
 Identify the customer requirements: Data is a way to get an insight of the customer
needs. The company uses the relationship marketing as a way to understand the
customer experiences and disappointment of the customers regarding the product of
the brand. Customers are dynamic in nature and to understand their needs and want is
not an easy task. It requires experience personnel for understanding their preferences.
The company uses data to know the reason for negative feedback of the customer
which will ensure that their needs and wants are satisfied in an efficient way. Also,
the company focuses on maintaining their effective ways to ensure that the purchase
the product immediately.
 Helps in understanding the requirements: The Company uses the data in
understanding and evaluating the preferences on their resources. The company
analyses the trends and plan a budget for the product development. The aim of the
company is to launch the product in minimum operating cost with enhanced customer
base. The customers plan to purchase the product by analysing the features of the
products precisely. The company tries to attack the social networking of the
customers to get their data regarding their preferences. The relationship marketing
helps in promoting the products and functions of the company across the globe. As
the company work at a global level, so they have diversified customer’s base (Cont
and Schaanning, 2017). For understanding the needs of diversified customers they
need effective tools to develop the survey and analyse them effectively.
For the collection of data following process is required to be followed by the company
which are explained below:
 Including a catchy title: The Company must provide a catchy title to the data to
ensure that the customers get full knowledge of the product and its features. This
will promote the product of the company and ensure that the customers make an