Cool Beans is a locally owned coffeeshop that competes with two large coffee chains, Planet Euro and Frothies. Alicia, the owner, is considering two different marketing promotions and thinks that CLV analysis will help her decide the best course of action. An average specialty coffee drink sells for $3.14 and has a margin of 79%. One promotion is providing loyalty cards to her regular customers that would give them one free specialty coffee drink after 10 regular purchases. Alicia estimates that this will increase the frequency of their purchases by 16%. Currently, her customers average buying 2 specialty drinks per week. The second promotion is targeted at new customers. She would offer a free specialty drink to incoming college freshmen by providing a coupon with their orientation packages. Because of her location near the college, she expects that 330 students will come to Cool Beans for a free trial of those, she anticipates that 14% will become regular customers who will purchase at least one specialty drink each week. The cost of printing and distributing the coupons is $140. What is the CLV of a customer over the time horizon of one year prior to introduction of the loyalty program?

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Cool Beans is a locally owned coffeeshop that competes with two large coffee chains, Planet Euro
and Frothies. Alicia, the owner, is considering two different marketing promotions and thinks that
CLV analysis will help her decide the best course of action. An average specialty coffee drink sells
for $3.14 and has a margin of 79%. One promotion is providing loyalty cards to her regular
customers that would give them one free specialty coffee drink after 10 regular purchases. Alicia
estimates that this will increase the frequency of their purchases by 16%. Currently, her customers
average buying 2 specialty drinks per week.
The second promotion is targeted at new customers. She would offer a free specialty drink to
incoming college freshmen by providing a coupon with their orientation packages. Because of her
location near the college, she expects that 330 students will come to Cool Beans for a free trial of
those, she anticipates that 14% will become regular customers who will purchase at least one
specialty drink each week. The cost of printing and distributing the coupons is $140.
What is the CLV of a customer over the time horizon of one year prior to introduction of the
loyalty program?
Transcribed Image Text:Cool Beans is a locally owned coffeeshop that competes with two large coffee chains, Planet Euro and Frothies. Alicia, the owner, is considering two different marketing promotions and thinks that CLV analysis will help her decide the best course of action. An average specialty coffee drink sells for $3.14 and has a margin of 79%. One promotion is providing loyalty cards to her regular customers that would give them one free specialty coffee drink after 10 regular purchases. Alicia estimates that this will increase the frequency of their purchases by 16%. Currently, her customers average buying 2 specialty drinks per week. The second promotion is targeted at new customers. She would offer a free specialty drink to incoming college freshmen by providing a coupon with their orientation packages. Because of her location near the college, she expects that 330 students will come to Cool Beans for a free trial of those, she anticipates that 14% will become regular customers who will purchase at least one specialty drink each week. The cost of printing and distributing the coupons is $140. What is the CLV of a customer over the time horizon of one year prior to introduction of the loyalty program?
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