Reference no: EM131268358
Write a paper covering the following 8 questions. Your paper on this case should be four to five pages.
Questions
1. What challenges does Lowe's face in successfully deploying NGIS?
2. What are the primary factors that influence customers to pursue a kitchen remodel project?
3. How did the customer experience mapping exercise benefit Lowe's?
4. What marketing campaign (traditional or digital) would be appropriate for Lowe's NGIS? If it proceeds with a digital campaign, should it be a standalone campaign or a complement to the company's existing marketing campaign?
5. With the new information you now have regarding the customer experience map and the survey results, identify the top three pain points consumers experience during the early stages of the buying cycle. What is the order of their importance?
6. Carefully analyze the effectiveness numbers in exhibit 8. Do they make sense? What do they tell you about the customer buying processes?
7. Which marketing tools would you recommend that Lowe's adopt?
8. Use exhibits 8 and 9 to determine a marketing budget and how it should be allocated across various marketing channels. Calculate ROI and share of marketing spend for each tactic. Use the frameworks provided in the asynchronous session to help you do the analysis.
Attachment:- Lowes-case.rar
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