Cool Beans is a locally owned coffeeshop that competes with two large coffee chains, Planet Euro and Frothies. Alicia, the owner, is considering two different marketing promotions and thinks that CLV analysis will help her decide the best course of action. An average specialty coffee drink sells for $3.23 and has a margin of 73 %. One promotion is providing loyalty cards to her regular customers that would give them one free specialty coffee drink after 10 regular purchases. Alícia estimates that this will increase the frequency of their purchases by 9% . Currently, her customers average buying 2 specialty drinks per week. The second promotion is targeted at new customers. She would offer a free specialty drink to incoming college freshmen by providing a coupon with their orientation packages. Because of her location near the college, she expects that 330 students will come to Cool Beans for a free trial. Of those, she anticipates that 17% will become regular customers who will purchase at least one specialty drink each week. The cost of printing and distributing the coupons is $112. What would be the CLV of a customer without consideration of the cost of the loyalty program, but with the higher purchase frequency? 0 dollars (S) CALCULATED VA clvb = $245 margin = $2.36
Cool Beans is a locally owned coffeeshop that competes with two large coffee chains, Planet Euro and Frothies. Alicia, the owner, is considering two different marketing promotions and thinks that CLV analysis will help her decide the best course of action. An average specialty coffee drink sells for $3.23 and has a margin of 73 %. One promotion is providing loyalty cards to her regular customers that would give them one free specialty coffee drink after 10 regular purchases. Alícia estimates that this will increase the frequency of their purchases by 9% . Currently, her customers average buying 2 specialty drinks per week. The second promotion is targeted at new customers. She would offer a free specialty drink to incoming college freshmen by providing a coupon with their orientation packages. Because of her location near the college, she expects that 330 students will come to Cool Beans for a free trial. Of those, she anticipates that 17% will become regular customers who will purchase at least one specialty drink each week. The cost of printing and distributing the coupons is $112. What would be the CLV of a customer without consideration of the cost of the loyalty program, but with the higher purchase frequency? 0 dollars (S) CALCULATED VA clvb = $245 margin = $2.36
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Transcribed Image Text:Cool Beans is a locally owned coffeeshop that competes with two large coffee chains, PlanetEuro
and Frothies. Alicia, the owner, is considering two different marketing promotions and thinks that
CLV analysis will help her decide the best course of action. An average specialty coffee drink sells for
$3.23 and has a margin of 73%. One promotion is providing loyalty cards to her regular customers
that would give them one free specialty coffee drink after 10 regular purchases. Alicia estimates that
this will increase the frequency of their purchases by 9%. Currently, her customers average buying 2
specialty drinks per week.
The second promotion is targeted at new customers. She would offer a free specialty drink to
incoming college freshmen by providing a coupon with their orientation packages. Because of her
location near the college, she expects that 330 students will come to Cool Beans for a free trial. Of
those, she anticipates that 17% will become regular customers who will purchase at least one
specialty drink each week. The cost of printing and distributing the coupons is $112.
What would be the CLV of a customer without consideration of the cost of the loyalty program, but
with the higher purchase frequency?
0 dollars ($)
B
E
CALCULATED VAR
clvb = $245
margin = $2.36
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