Abans Group Marketing
1.0 introductionAbans group which was established in 1981 is holding 21 individually operated companies under five business segments with a turnover over rupees eleven billions. Abans retail privet limited is engaged in selling consumer electronics with a wide range of renowned brands, such as LG, JVC, Hoover, Mitsubishi, Philips, Electrolux, Morphy Richards, and Elba etc.1.1 Total Customer ExperienceAccording to Seybold (2002), total customer experience a regular demonstration and sound implementation of the passionate connection and relationship that a company wants its customer to have with the brand through distribution channels and collaboration points.According to the above definition total customer experience is an emotional feeling that can be created and changed by the company at its requirement and customers would feel this at all the collaboration points. Further since this is an emotional feeling total customer experience will depend and very from the customer requirement. Hence a company should identify such interaction points and their expectations in order to improve customer experience. 2.0 the adoption of the marketing conceptAs per Dia-Eddine (2013) ‘adoption of marketing concept’ involves in introducing a marketing attitude to the business.
Lancaster and Massingham (2011) argue that the adoption of marketing concept need companies to be marketing oriented and such companies will deliver what contextually relevant to the customer and will take customer centric business decisions. Further they argue that the market orientation is required throughout all the departments and all the employees of an organisation which will have a growth of internal marketing.With the adoption of the marketing concept the employees of the all the supportive departments will concentrate more on customer satisfaction and the internal marketing mix including systems, processors, training will focus more on customer requirement. Further most of the customer contact points of the company are directly depends on supportive departments such as finance and administration being marketing oriented will increase the productivity of such contact points and will create a positive customer experience.Since DIMO is operating as an agent for Tata Motors and DIMO has the right to decide on which product lines to be import to the country. The close similarities in culture and the consumer behaviour of the two neighbour countries and the wiliness of Tata Motors to do specific changes to their products for DIMO’s demand DIMO having an advantage to bring the products and modifications at their request. Further the company believes in the customer centric environment as a business culture and “customer first” is a core value of the company.