i-Mint - An Innovative Coalition Loyalty and Consumer Rewards Program in India

            
 
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Case Details:

Price:

Case Code : MKTG238 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

Loyalty Programs / Customer Relationship Management
Case Length : 14 Pages
Period : 2006-2009
Pub Date : 2010
Teaching Note : Not Available
Organization : Loyalty Solutions and Research Limited, ICICI Venture
Industry : Retailing
Countries : India

Abstract:

The case examines the marketing strategy of i-mint, India's largest multi-partner loyalty program. i-mint was designed by Loyalty Solutions and Research Limited (LSRL), an ICICI Venture firm. From an initial collaboration of six merchant partners in mid 2006, i-mint had developed an all-India merchant network of over 3000 partners covering industries including hospitality, travel, retail, telecom, media and consumables by late 2009.

It had a membership base of 9 million. Multiple partnership reward programs like i-mint offered customers dual benefit of purchases across multiple product/service categories and earning rewards across several program partners.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

A consumer could earn loyalty points on the payments made for purchases at the outlets of i-mint partners and could also redeem these points at any of the i-mint merchant outlets. For retailers, this relationship between multiple brands and customer loyalty on a single platform helped to develop a customer database which could be used to establish a personalized dialogue with customers in order to design value added loyalty schemes and thereby increase profitability. The case also discusses the potential of coalition loyalty marketing programs in India.

Issues:

Understand the benefits of a customer loyalty program in retail marketing.

Analyze the advantages and disadvantages of multiple partnership reward programs as compared to a single partner rewards program.

Examine the unique features of ‘i-mint’ consumer rewards program.

Study the effectiveness and financial feasibility of consumer loyalty programs in India.

Contents:

  Page No.
Introduction 1
Customer Loyalty Programs In India 2
The I-Mint Card 3
Benefits Of I-Mint Program 5
The Success 6
The Drawbacks 6
The Road Ahead 7
Exhibits 9

Keywords:

i-Mint, Customer Loyalty Program, Loyalty Solutions and Research Limited, Customer Retention, Consumption Patterns, Market Research, Multiple Partnership Programs, Loyalty Card, i-mint Logo, Merchant Network, Data Mining, Customer Information Database, Customer Behavior, Brand Advertising, Rewards Marketing Network, Strategic Advertising Methods, Rewards Catalog

i-Mint Introduction - Next Page>>


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