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Strategic branding and marketing for business model innovation in the Australian
consumer loyalty industry
Table of Contents
1. INTRODUCTION
BACKGROUND
PROJECT RESEARCH PROBLEM
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4. PLANNED METHODOLOGY
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REFERENCES
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1. Introduction
Background
One Loyalty is a visionary enterprise aiming to establish itself as a very distinctive
Australian brand within the consumer loyalty industry. As a brand new entity, One
Loyalty is focused on attracting and retaining a strong, engaged consumer base that
will drive the establishment and growth of the One Loyalty, loyalty program business
model. One Loyalty targets a multi-sided platform customer base providing loyalty
and rewards solutions and strategies to both consumers and business. It aims to bring
value to consumers through newness, strategic branding, customisation and abundant
loyalty rewards. It aims to bring value to business through convenience, cost and risk
reduction, strong research design, accessibility, convenience, customisation and
performance.
The underpinning business concept is to create a loyalty structure that will provide
business with relevant consumer information that is gathered through a single loyalty
card, designed to replace all existing loyalty cards making it more user-friendly
business model than other business models, for both consumer and business. Diagram
1.1 is a simple illustration of this loyalty model.
One Loyaltys 2020 vision is to be the most recognised and sought-after loyalty
solution to Australian business (client) by being a creative, solutions-driven brand that
is consumer and client focused through establishing and maintaining an innovative
approach to service excellence and quality in marketing, consumer information
management and loyalty rewards.
As a new entrant in the consumer loyalty industry, One Loyalty is faced with two
main challenges. The first is to win the support and loyalty of Australian consumers
and the second to build long-term trust and confidence with Australian business in
order to establish loyalty program partnerships with Australian businesses of all sizes.
Why would businesses want to have their valuable consumer data stored with
One Loyalty?
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Why would existing loyalty program business models want to buy into this
concept when they already have their existing structures of cards and mobile
apps?
What are the push and pull factors that will make consumers want to have one
loyalty card instead of their current set of cards?
Investigate and evaluate the condition of the current loyalty industry both
nationally and internationally in order to identify innovative branding and
marketing strategies to establish the One Loyalty business model within this
industry.
Research questions
industry players?
What are possible future marketing strategies for existing industry players?
What are some innovate marketing strategies used by entrepreneurs to set up