Strategic Management

INDIAN INSTITUTE OF MANAGEMENT

INDORE

A Taste of Frankenmuth: A town in Michigan thinks About Word of Mouth Referral MARKETING OF SERVICES

Submitted to - Prof. Jayasimha K.R.

Submitted by- Group 15; Section A Rahul Kumar Prasad (2012 PGP 286) Sudhanshu Ranjan (2012 PGP 377) Ashish Kumar Mallik (2012 PGP 070) Yogesh Shivdas (2012 PGP 354) Hitesh Kumar Chand (2012 PGP 137)

Index

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Introduction ..................................................................................................................... 3

Frankenmuth: .......................................................................................................................... 3 Reasons and implications of Word of Mouth Publicity: .............................................................. 3 Major Businesses in Frankenmuth: ........................................................................................... 3 Zehnder’s of Frankenmuth: ............................................................................................................ 3 Bavarian Inn restaurant: ................................................................................................................. 4 The Bavarian Inn Lodge: .................................................................................................................. 4 Bronner’s CHRISTmas Wonderland: ............................................................................................... 4

Measuring Customer Lifecycle Value (CLV) ........................................................................ 5

Zehnder’s ................................................................................................................................. 5 Bavarian Inn Restaurant ........................................................................................................... 5 Bavarian Inn Lodge...