Cofidis & Shouldice Hospital

Cofidis

1. Sun – Gives life, radiates energy (Logo of Cofidis). Du says we add life to life

2. Revolving Credit – No charge of sanction of product

3. Direct Catalogue marketing

4. Cetelem – Credit planning agency, paid 5 million franks annually, but problem was

a. Customer database is getting shared

b. New restrictive credit regulation in France was forcing Cetelem to withdraw in 1981

5. Customer privilege

a. Can cancel the deal within 7 days of confirming

b. No collateral

c. Application processing completed within 7 minutes

6. Preference for Credit in Belgium was very low. Marketed it as YOUR CASH (Repositioning in Belgium)

7. 4 segments

a. Enthusiast

b. Specialist

c. Receptive

d. Adverse

8. High APR for the loan issued

9. People noted phone numbers from T-shirts in Tour De France (Easy to call)

Shouldice Hospital

1. Insight, Integration and Implementation

2. Tangibalize the intangible (Gold Class in Movie theatre, seats are different, location, way customer is attended)

3. Experience marketing – Similar background people were kept in the same room to talk to each other.

4. Reverse positioning - No TV was provided, so customer take a walk outside and recover fast (Encourage customer to come out of their room to meet other people). Bed sheets also needed to be changed less frequently

5. Brand Loyalty

6. Brand equity – They can go to India like Arvind eye clinic for expansion (Ideally should not expand)

7. Memorable experience – Annual patient reunion, hence, people came back

8. Communal dining

9. No smell from carpet

10. No long surgery hours for doctors, operations scheduled in morning when doctor is fresh, weekends off, above average salary, more variable component based on patients feedback. Customer satisfaction is 98% and bonus was based on it

11. Importance of good word of mouth

12. Brand Canada

Core competency –

1. Operated on soldiers for hernia treatment as they were denied treatment for it in army (1940 world war) because it was not an emergency case.70 surgery done of army personnel. 3 weeks for normalization.

2. Removal of external Hernia – Inform customer about risk associated with surgery