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Fly Buys New Zealand – Case Study Solution

Fly Buys New Zealand - Case Study Solution

Fly Buys is a very famous loyalty program in New Zealand. With more than 2.4 million members, this program is one of the best loyalty program of world. This program is quite unique and based on very innovative marketing strategy. Members of this program get points when they do their routine shopping of specific products. They continue to accumulate those points and after reaching certain amount, they can get rewards for those points. Fly Buys have more than 50 partners and members can utilize their points in purchasing products of these partners. (Fly Buys, 2015)

Chris Lamer opted marketing strategy of brand extension or stretching a brand. This paper will analyze his approach. Moreover, this paper will discuss key marketing issues and their implications. Furthermore, paper will discuss positive and negative aspects of given marketing strategies. In the end, a possible alternative strategy will be discussed.

References:
  • Fly Buys. (2015). Retrieved from https://www.loyalty.co.nz: https://www.loyalty.co.nz/aboutus/flybuys/
  • Pepall, L. M., & Richards, D. (2002). The Simple Economics of Brand Stretching. The Journal of Business.
  • Schneider, J., & Hall, J. (2011). Why Most Product Launches Fail.
  • Meyer, K. E., & Thu Tran, Y. T. (2006). Market Penetration and Acquisition Strategies for Emerging Economies. Long Range Planning, 177-197.

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