Managing the Underdog Effect: A Framework in the Context of Brand Management

Abstract

Mobile customer relationship marketing (mCRM) is a current trend in customer relationship marketing internationally, but a new concept within the South African market. The study focused on the South African liquor industry because of the size of the industry, an annual turnover of approximately R21bn. The first liquor supplier that harnesses the full benefits of a comprehensive mCRM programme may hold a competitive advantage over the other suppliers. The purpose of this article is to offer insight into possible mCRM programmes as it relates to the willingness and receptiveness of intermediaries to mCRM, the barriers that exist in implementing an mCRM programme and possible benefits of such a programme. The study followed a quantitative strategy with data collected through telephonic interviews. The research was confined to the Cape Town metropole and involved 150 respondents from the liquor fast moving consumer goods (FMCG) trade.