Relationship Marketing Principles Services

Question: Discuss about the Relationship Marketing Principles Services. Answer: Introduction: Hamilton is one of the famous brands of sunscreen that is used in Australia by a huge number of people. Milton Blake, who is young chemist from Adelaide, introduced the product of Hamilton. He came to know about a substance that helps in reducing sunburns and has the quality to absorb the ultra-violet rays from the sun. He deduced that the substance could be used to a cream that will be used to protect the skin from the sunburn. Finally, the Hamilton laboratories was set up in the year, 1932 by Milton Blake along with his colleagues to start the producing the sunscreen (Hamilton Sun 2016). After being in the market for eighty years and being passed on by three generations, the Australians now successfully use Hamilton. It cools the skin instantly and helps in moisturizing the skim that has been sunburned. The cream gives high protection like SPF 50+ and dry touch technology. Some of the products that are being introduced by the company are active family, which is a sweat resistant cream. The company has a cream for the toddlers and sensitive skin. In addition to this, they have a cream for the face as well as a skin-repairing cream. Application of Consumer Decision Making Process The problems that will crop up from sunburns will be spread among the customers. Once they will know about the harmful effects of the UV rays, they will start searching about a solution and look for the products. Hamilton can spread the awareness by telling the way the product will help the customers fight the problems. The consumers will look for various products and evaluate the companies to understand to compare the good and bad features (Shani and Chalasani 2013). They will choose the product that has the maximum good features (Spiller et al. 2013). The quality of the cream and the price of the cream will help them to stand out in the crowd. After using the product, they will see whether it is effective and the chances of repeat purchase will be based on that evaluation (Christopher, Payne and Ballantyne 2013). The customers will be asked for feedback after using the cream. Analysis of Cultural, Social, Individual and Physiological Factors Cultural factors Many people confuse sunburns with dark skin and tanned skin. In addition to this, there is a confusion regarding fairness and saving the skin from the sun. Many people might feel that the cream will help to make the skin fair rather than thinking that the cream will protect the skin from the sun. The cultural differences might affect the sale of the products (Kotler et al. 2015). Social factors The perspectives of the neighbors and friends might be different after using the products of Hamilton. Word of mouth is more effective, which will influence the buying behavior of the consumers (Shani and Chalasani 2013). Individual Factors The individuals might have their personal choice for any company. The family of that individual might have been using the sunscreen of another company and they are benefitting from the sunscreen. It will be difficult for Hamilton to influence those customers (Spiller et al. 2013). Physiological factors The consumers might have an allergy for some chemicals that are used in the products (Clun 2017). The chemical might not be affecting other customers but might affect some people. It will affect the sale of Hamilton as it is casing problem to the skin rather than helping the skin. Application of Maslows Hierarchy of Needs Theory The consumers need to understand the need of the product and then only they will be able to understand the importance of the products (Kotler et al. 2015). The products will be able to satisfy the safety stage of the pyramid of Maslows Hierarchy of Needs (Shani and Chalasani 2013). Hamilton will give the customers the idea that they will feel safe if they use the cream. As sun affects the skin and can result in various dangerous diseases, hence, the customers will feel that they will be safe if they use the cream (Spiller et al. 2013). Being able to influence the customers at the second stage of the pyramid will help them to urge the customers in a better manner (Christopher, Payne and Ballantyne 2013). References Christopher, M., Payne, A. and Ballantyne, D., 2013.Relationship marketing. Taylor Francis. Clun, R. 2017.Peppa Pig sunscreen safe for most people: AMA. [online] Brisbane Times. Available at: https://www.brisbanetimes.com.au/queensland/peppa-pig-sunscreen-safe-for-most-people-ama-20170106-gtnar4.html [Accessed 11 Jan. 2017]. Hamilton Sun, 2016.About. [online] Hamilton Sun. Available at: https://www.hamiltonsun.com.au/about/ [Accessed 11 Jan. 2017]. Kotler, P., Burton, S., Deans, K., Brown, L. and Armstrong, G., 2015.Marketing. Pearson Higher Education AU. Shani, D. and Chalasani, S., 2013. Exploiting niches using relationship marketing.Journal of Services Marketing. Spiller, S.A., Fitzsimons, G.J., Lynch Jr, J.G. and McClelland, G.H., 2013. Spotlights, floodlights, and the magic number zero: Simple effects tests in moderated regression.Journal of Marketing Research,50(2), pp.277-288.