Targetbase Provides CRM Solutions for Nabisco

Targetbase, a customer relationship management (CRM) company, has been retained by Nabisco Inc. to provide strategic counsel and to develop targeted solutions for the company’s CRM program.

Nabisco will utilize Targetbase’s strategic integration of technology, analytics and communications to achieve successful CRM solutions for on- and off-line campaigns. The customer knowledge and results that are garnered from these solutions will also be applied to Nabisco retailers in forth-coming co-marketing programs. Targetbase will develop and execute the CRM program for Nabisco through the remainder of 2001.

"We hired Targetbase to be the CRM strategist for Nabisco because of Targetbase’s strong competencies in CRM planning and solutions, knowledge of our consumers and understanding of the consumer packaged goods market," says Mike Hartnett, Senior Director of Integrated Marketing Intelligence for Nabisco. "Nabisco understands the role that CRM plays in business today and is looking forward to Targetbase integrating this valuable dimension into our consumer service programs."

Nabisco Inc. is an international manufacturer of biscuits, snacks and grocery products, including such well-known brands as Oreo, Chips Ahoy!, Ritz crackers, A.1. steak sauces, Peek Freans, Terrabusi cookies, Royal dessert mixes and Fleischmann’s yeast. Nabisco markets products in the United States, Canada and more than 85 other countries around the world.

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