Twin Oak Case Study

Twin Oak, headquartered in Texas is an integrated shopper marketing agency. Twin Oak agency strives to create meaningful connections between shoppers and brands driving long-term consumer purchases. Customer relations refers to the ways a company engages with its customers to improve the customer experience. Marketers promote customer relationships through building rapport with consumers, asking for feedback, anticipating customer needs, and providing support services (Kotler and Keller, 2016). The marketers have conversations with consumers listening to their concerns and offering solutions. Maintenance of dialogue is a precursor to a trust-based relationship. The firm captures feedback by using social media surveys thus have insight regarding consumer tastes and preferences. The firm anticipates customer needs through proactive measures that ensure long term relationship with customers. The team offers promotional discounts, coupons, and exclusive offers. The firm also provides after-sales services including training and providing advice to customers.

A marketing plan is a report that outlines a promotional strategy in a financial year. A marketing plan involves research, product development, advertising, and sales. A firm implementing a marketing plan engages research and development to determine the needs of the customer and forwards report to the product design team. Product design is the creation of new products within an organization with the intent to sell to consumers. The specified products incorporate the user’s needs and business objectives of the organization (Malhotra and Dash, 2016). The company engages different promotional platforms such as digital media and billboards to inform the consumer of the product. Sales are the epitome of the marketing plan as the business aims to build a new customer base for the product.

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Customer value is the perception of what a product or service is worth to a consumer versus the possible alternatives. Product value is created through research of customer tastes and preferences where the firm offers better quality products (Kotler and Keller, 2016. Quality is the most basic value consumers perceive. A firm also improves product design and packaging to create additional value in the eyes of consumers. Value is also created by improving customer service where the firm differentiates the level of service based on frequency and size that is bulk and retail.




Kotler, P., & Keller, K. L. (2016). Marketing management (15th global ed.). England: Pearson.

Malhotra, N. K., & Dash, S. (2016). Marketing research: An applied orientation. Pearson.

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