Piccadilly Circus
Scenario: you are a team of CRM consultants.
• For a REAL company of your choice (global or operating in one/ more countries):
• You have been appointed by the Chief Marketing Officer (CMO): your task is to write and present a 12-month Customer
Loyalty Marketing Plan using a full range of marketing techniques
STARTING January 2025
• One or more of you may present
• Include and apply any relevant marketing models/ frameworks, including at least 3 of: SOSTAC®, PESTEL, SWOT, AIDA,
Porter’s Five Forces, RACE
• Consider especially: Customer Loyalty, Data Collection and Customer Privacy
(including legal and ethical issues)
• State your assumptions clearly
• 10 minutes Presentation per Team + Q&A
• APA7 referencing
• Ignore budgets and detailed timing plans
Category: Managing Customer Experiences
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“Maximizing Customer Loyalty: A 12-Month Marketing Plan for [Company Name] at Piccadilly Circus”