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Value

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Presentation Transcript

  1. Value The Concept

  2. Why does a person buy? Features & Applications Problem Solving Great Deal! Peer Groups Self-Image Pester Power

  3. Which out of these is not VALUE? None

  4. Customer = Value Maximiser


  5. Marketing = Value Delivery

  6. ATTRACT RETAIN SATISFY New Customers New Customers Existing Customers Existing Customers Value Delivery at each stage….

  7. Value Delivery at each stage…. • Value Selection • Ginger Hotels vs. Pringles • Value Creation • Dell Computers (Built-to-Order) • Value Communication • Defining the Value Proposition • Communicating ATTRACT New Customers

  8. BASED on PERCEPTION Value Communication TCB TCC • Product Value • Image Value • Services Value • Personnel Value • Monetary Cost • Time Cost • Energy Cost • Psychic Cost CPV = ---

  9. Value Delivery at each stage…. SATISFY • Expectations (Advt. / WOM / Exp.) • Perceived Performance (Hype) • Value Delivery New Customers Existing Customers

  10. Delighted Loyal +ve WOM + Value Delivered Satisfied Repeat Vulnerable to Comp. + / - - Disappointed Lapse -ve WOM Value Delivery at each stage…. RETAIN Existing Customers

  11. BASED on PERCEPTION Value Enhancement TCB TCC • More Benefits • Brand Building • Easy Access to Prod. • Better Service Support • Lower Price • Quick Billing • Home Delivery • Money Back Offer CPV = ---