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lorand balint - despre customer value

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lorand balint - despre customer value

  1. 1. CustomerValueBucharest, April 2012
  2. 2. BenefitsCustomer =Value Sacrifices
  3. 3. The Brand Benefits: - Functional - Emotional - Social Solutions (Functional + Emotional + Social)Customer =Value Price + Inconveniences + Uncertainties Reframing PDS RTB
  4. 4. Reasons To Believe
  5. 5. RTB Categories1. Heritage2. Demonstrations3. Expert Endorsement4. Celebrity Endorsement5. Superior Product Ingredients6. Superior Product Details7. Great People8. Endorsed by Users9. Country of Origin10. Owner of the Brand11. Special Process / Technology12. Certified by another brand13. Awards / Recognition14. Clients or Projects15. Scarcity or Rarity16. Marketing Gimmick17. Functional Benefits18. Warranty19. Better than20. Brand Behavior
  6. 6. RTB:Traditie
  7. 7. RTB:Demonstratii
  8. 8. RTB:Recomandarea Expertilor
  9. 9. RTB:Contine Ingrediente Superioare
  10. 10. RTB:Angajati de Top
  11. 11. RTB:Recomandat de Consumatori
  12. 12. RTB:Tara de Origine
  13. 13. RTB:Fondatorul Marcii
  14. 14. RTB:Procese / Tehnologii Speciale
  15. 15. “In 2004 Kraft changed themakeup of two Maxwell Housevariants – Original and FrenchRoast – roasting the beans forlonger to produce a richertasting coffee”
  16. 16. RTB:Certificat de o alta marca
  17. 17. RTB:Premii
  18. 18. RTB:Clienti / Proiecte Speciali (e)
  19. 19. RTB:Raritatea
  20. 20. RTB:Garantie
  21. 21. RTB:Mai buna ca…
  22. 22. RTB:Recomandarea VIP-urilor
  23. 23. RTB:Inventie de Marketing
  24. 24. RTB:Beneficii Functionale
  25. 25. 36 hours
  26. 26. RTB:Detalii Superioare ale Produsului
  27. 27. Si cel mai important RTB dintre toate: performantaefectiva. Cu alte cuvinte, pastrarea promisiunilor.Daca zici ca o sa faci ceva, fa-o. Sau fa chiar unpic mai bine.
  28. 28. RTB Categories1. Heritage2. Demonstrations3. Expert Endorsement4. Superior Product Ingredients5. Great People6. Endorsed by Users7. Country of Origin8. Owner of the Brand9. Special Process / Technology10. Certified by another brand11. Awards / Recognition12. Clients or Projects13. Scarcity or Rarity14. Functional Benefits15. Warranty16. Better than17. Superior Product Details18. Celebrity Endorsement19. Marketing Gimmick20. Brand Behavior

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