PERUVIAN UNIVERSITY OF APPLIED SCIENCES

“Year of the Strengthening of National Sovereignty”

BONUS CASE

GRADE
Marketing CRM & Services

SECTION
AM116_AM7A

PROFESSOR:
Myriam Elena Silvy D`Alessio

MEMBERS:

SURNAMES AND NAMES

Bernuy Garcia, Diego Epifanio

Martinez Albujar, Andres Renato

Pariona Chavez, Lillian Valeria

DATE OF DELIVERY
June 15, 2022

CYCLE
2022-01
1. Carry out an analysis of the company's situation at that time.

The situation of the Bonus brand with respect to its sector worsened over time. Although Bonus
maintained a clear leadership against brands such as CMR points, LATAM Pass, Claro Club,
Ripley points, among others; a new competitor was entering the market. It is about Plazapoints, a
new direct competitor that had to face the Bonus brand.

Unlike other competitors, Plazapoints presented a new approach aimed at a younger audience
with respect to the Bonus brand. Faced with this, the Bonus brand reconsidered its added value.
The brand began with a rebranding and the association of new brands. All these changes were
intended to increase the number of Bonus affiliates, improve the frequency of use and retain the
company's target audience.

Finally, the Bonus brand was facing the perception it gave to young people. Since, for most young
people, Bonus is a brand associated with mothers between 35 and 60 years old. Therefore, there
was little or no interest in using this card. However, Bonus had the advantage of being the leading
brand for years, having big brands within its affiliates, and having a new value proposition for its
customers .

two. How they use information from their customer visits to create lasting relationships with their
consumers.

Through the visits, information can be collected from each client in terms of personal data and
identification, the products they buy and the frequency of purchase. With all this data, you can
segment the types of customers you have and thus have the right strategies for each type through more
relational than transactional marketing. This is also due to being able to identify which are the
products that can be exchanged since they must be related to the interests of the segmentation of their
clients and on the other hand, the campaigns that are carried out must know how to channel the
attention of their target audience. .

3. Prepare a current comparative chart on the benefits of other loyalty programs (ClubVea points -
Ripley points - LATAMpass and ClaroClub)

BONUSES CLEAR CLUB

● The type of loyalty program that it ● The type of loyalty program it

manages is reward based on points.
● The accumulation of points is made
through the purchase in the different
establishments defined by the card
● It offers you the option to redeem
BONUS points for different things such
as appliances, household items, etc.
● It gives you food promotions and
discounts in unique establishments.
● You have the option to redeem from
the app, web, WhatsApp or the
nearest module.
manages is reward based on
discount coupons.
● Points are accumulated exclusively
in a unique way and only by
belonging to the Claro family
● grants discounts, promotions and
experiences. You have the option
to accumulate Claro points and
exchange them for discount
benefits.
● It gives you the option of using
multiple discounts on its different
portfolio of services such as
clothing and accessories, travel,
 entertainment, restaurants, etc.
● You have the option to redeem
only for your application.

4. What forms of communication were the most effective for this Relaunch?

● The Bonus brand presented good communication towards young people through its media
strategy. For this, Bonus efficiently used touchpoints to attract the attention of young people. In
addition, it used mass media such as television and had a presence in digital media frequented by
young people. Similarly, advertising was implemented with digital screens and billboards on
streets traveled by young people.
● A visual communication through the redesign of the online catalog, which was changed to a more
modern image for the young audience that was wanted to be captured. Taking into account this
type of public and their lifestyle and technology management, the option of making the exchanges
through the web platform was added so that they can receive it via delivery or through the "pick
up in store" option.
● __

5. What other innovative ideas does your group propose to improve customer satisfaction in a
supermarket?

● A problem present during the purchase process in supermarkets is the lack of stock available on
the shelves. Many times there is no manager nearby to help the customer with the purchase and
the experience becomes cumbersome, especially for young people who tend to have little patience.
However, this problem can be solved with the digital implementation of codes for each product.
The customer will only have to copy the code and the information about the product's stock will
appear. Therefore, you only have to go to the cash register to make the payment and request your
product with the code.
● One of the problems located in the shopping experience in a supermarket arises when you have to
go to the last section outside the registers to store backpacks and purses and then go back to the
entrance again to be able to enter the section of the product shelves. . This journey is very
annoying for young people because it is a waste of time going back and forth, instead of there
being another direct pass from the lockers to the product shelves. Therefore, the proposal would
be to be able to create a direct pass with a security person at the direct entry bridge to ensure that
no one is entering with backpacks or purses, but at the same time saving time for customers who
they stop at short notice for quick purchases.