Question

What two unique capabilities of Internet technology promote and sustain customer relationships? Will Naked Juice apply these strategies?

Answer 1

The two unique capabilities of internet technology in order to promote and sustain the relationship with the customers are interactivity and individuality. Marketers need to consider the customers as individuals in order to empower them in influencing the buyer-seller interaction and to participate in determining the type of products and services that needed to be provided to the customers. Hence the marketing activities on the internet are customized by the seller based on several factors like individual's location, demographic, age, gender, interests, etc., Interactivity refers to the two-way electronic communication between the buyer and the seller in which the buyer controls the type and amount of information received from the customers. For example, Google has customized its video services by enabling the advertisements to play on its video at least 5 seconds after which the skip option appears on the screen. This leaves no choice for the views to avoid watching the advertisement. Some advertisements cannot be skipped until it is finished. Facebook has enabled the marketers to interact with the customers through which they can like, comment, or share the advertisements that appear on the newsfeed.

Having more than 20 variants of its products Naked juice will apply the strategy in order to sustain itself in the market. Pepsico is known for its marketing strategies and hence being its subsidiary Naked juice will adopt the best strategies in interacting with the customers. As of now, it has more than 898,000 followers on its Facebook page through which the company interacts with the customers. By giving healthier products, the company has promoted itself in giving importance to the individuality of the customers.