The document discusses value analysis of various products and services including Colgate, YouTube, Voltas air conditioners, Ambuja cement, and Etihad Airways. It defines value as the benefits relative to the costs, where benefits include functional and emotional benefits and costs include monetary, time, energy, and emotional factors. For each case, it outlines the specific functional and emotional benefits, and considers the various cost factors to determine customer value and satisfaction. The document utilized several sources for information on value analysis.

1. Submitted to-
Prof. Subhadeep Bhadra
(Netaji Subhas University)
Submitted by-
Deepak(1902081)
BBA-‘B’

2. I would like to express my special thanks of gratitude to Prof. Subhadeep who gave me the
golden opportunity to do this wonderful project on value analysis, which also helped me in
doing a lot of research, and I came to know about so many new things I am thankful to him.
Secondly, I would also like to thank my parents and friends who helped me a lot in finalizing
this project within the limited time frame.
Your valuable guidance and suggestions helped me in various phases of the completion of
this project. I will always be thankful to you in this regard.

4.  Introduction
 Value analysis
 Colgate
 YouTube
 Voltas Air Conditioner
 Ambuja cement
 Etihad Airways
 Conclusion
 Bibliography
 Annexure

5. Value is the measure of the benefit gained from a product or service relative to the full cost
of the item.
Value = Benefits
Cost
Value in business markets is the worth in monetary terms of the technical, economic, service,
and social benefits a customer company receives in exchange for the price it pays for a
market offering. We will elaborate on some aspects of this definition.
First, we express value in monetary terms, such as dollars per unit, guilders per liter, or
kroner per hour. Economists may care about “utils,” but we have never met a manager who
did! Second, by benefits, we mean net benefits, in which any costs a customer incurs in
obtaining the desired benefits, except for purchase price, are included. Third, value is what a
customer gets in exchange for the price it pays. We see a market offering as having two
elemental characteristics: its value and its price. Thus raising or lowering the price of a
market offering does not change the value that such an offering provides to a customer.
Rather, it changes the customer’s incentive to purchase that market offering. Finally,
considerations of value take place within some context. Even when no comparable market
offerings exist, there is always a competitive alternative. In business markets, one
competitive alternative may be that the customer decides to make the product itself rather
than purchase it.
This is where value becomes tricky for marketers. Value is not simply a question of the
financial costs and financial benefits. It includes perceptions of benefits that are different for

6. every person. The marketer has to understand what is of greatest value to the target
customer, and then use that information to develop a total offering that creates value.
We know that,
Value = Benefits = Functional benefits + Emotional benefits
Cost Monetary + Time + Energy + Emotion/Psychology
Hence, Colgate’s value analysis is as follows: -
 Functional benefits = Brushing & Flossing, Oral Care and Diabetes, Teeth
Whitening, Nutrition & Oral Health, Adult Oral Care, Gum Disease, Mouth Sores &
Infections, Dry Mouth.
 Emotional benefits = Expectation (e.g.- freshness, germs-free, cavity-free, etc),
satisfaction after using Colgate, sense of enjoyment.
 Monetary = The price or at cost at which the customer buys the product.
 Time = The time consumed to buy the product.
 Energy= The energy consumed to buy the product.

7.  Emotion/psychology = The customer's perception, expectation, and satisfaction from
that product.
Value = Benefits = Functional benefits + Emotional benefits
Cost Monetary + Time + Energy + Emotion/Psychology
Hence, Colgate’s value analysis is as follows: -
 Functional benefits = Give the audience more content, Extra source of traffic, Closer
personal connection, another source of revenue, Modernizing, Creative outlet, Get
outside your comfort zone.
 Emotional benefits = Expectation (e.g.- expectation for a particular video to be
present in YouTube, likes, subscribers, contents, etc), satisfaction after using
YouTube, sense of enjoyment.
 Monetary = The price or at cost at which the customer paid to see a consent.
 Time = The time consumed to buy the content.
 Energy= The energy consumed to buy the content.

8.  Emotion/psychology = The customer's perception, expectation, and satisfaction from
that content.
Value = Benefits = Functional benefits + Emotional benefits
Cost Monetary + Time + Energy + Emotion/Psychology
Hence, Colgate’s value analysis is as follows: -
 Functional benefits = Consumes less power in comparison to a traditional AC, No
voltage fluctuation, Keeps constant room temperature, Effective cooling, Suitable for
small and large spaces, Safe for residential wiring due to lower power consumption,
Environment-friendly.
 Emotional benefits = Expectation (e.g.- consume low electricity bill, smart features
etc), satisfaction after using AC, sense of comfort.
 Monetary = The price or at cost at which the customer paid for Voltas ac.

9.  Time = The time consumed to buy Voltas ac.
 Energy= The energy consumed to buy Voltas ac.
 Emotion/psychology = The customer's perception, expectation, and satisfaction from
Voltas ac.

10. Value = Benefits = Functional benefits + Emotional benefits
Cost Monetary + Time + Energy + Emotion/Psychology
Hence, Colgate’s value analysis is as follows: -
 Functional benefits = high strength, high-performance Ordinary Portland Cement
(OPC), and Pozzolana Portland Cement (PPC). OPC & PPC both are high-quality
active hydraulic binders. About 25 percent of the company’s production of high-
strength Portland Pozzolana Cement (PPC) uses fly ash – a waste produced in thermal
power plants – as raw material.
 Emotional benefits = Expectation (e.g.- Zero maintenance, High strength, etc),
satisfaction after using Ambuja cement, sense of comfort.
 Monetary = The price or at cost at which the customer paid for Ambuja Cement.
 Time = The time consumed to buy Ambuja Cement.
 Energy= The energy consumed to buy Ambuja Cement.
 Emotion/psychology = The customer's perception, expectation, and satisfaction from
Ambuja Cement.

11. Value = Benefits = Functional benefits + Emotional benefits
Cost Monetary + Time + Energy + Emotion/Psychology
Hence, Colgate’s value analysis is as follows: -
 Functional benefits = Earn Guest Miles, Transfer Miles between family membership
accounts, Bespoke offers eligible for Etihad Guest Members, Buy Etihad Guest Miles,
Pay with Milestone etihad.com, Dedicated contact center, Flying, Bonus Guest Miles,
Bonus Guest Miles on selected partner airlines, Guaranteed Economy seat, Guaranteed
Business seat, Business, and First redemption seats, Instant Upgrades with miles at the
airport, Bid to upgrades with miles, Priority check-in, Fast track immigration, and
baggage, Priority boarding, Reserve an Economy Standard seat, Reserve a preferred
Economy Standard seat, Reserve a seat in Economy Space, Onboard Wi-Fi discount,
Earn miles on inflight Duty-Free, Earn and spend miles with partner airlines, Premium
check-in with partner airlines.
 Emotional benefits = Expectation (e.g.- expectation of getting a value of money
invested to book the flight, feel of royalty, getting good service, etc), satisfaction after
seating in Etihad airways, sense of enjoyment.
 Monetary = The price or at cost at which the customer paid to book a flight in Etihad
airways.
 Time = The time consumed to buy the tickets for Etihad airways.
 Energy= The energy consumed to buy the tickets for Etihad airways.

12.  Emotion/psychology = The customer's perception, expectation, and satisfaction from
Etihad Airways.
Creating customer value increases customer satisfaction and the customer experience. (The
reverse is also true. A good customer experience will create value for a customer.) Creating
customer value (better benefits versus price) increases loyalty, market share, price, reduces
errors, and increases efficiency. Higher market share and better efficiency lead to higher
profits.
And hence, in marketing value is most important to know about customers' buying behavior.
We know that
Value = Benefits = Functional benefits + Emotional benefits
Cost Monetary + Time + Energy + Emotion/Psychology
So, if benefits are equal to cost:
Numerically,
Benefits (Functional benefits + Emotional benefits) = Cost (Monetary + Time + Energy +
Emotion/Psychology)
It is said to be satisfaction.

13. The complete information has been carried from:
 Wikipedia
 Investopedia
 Google images
 https://www.asweetpeachef.com/7-benefits-of-having-a-youtube-channel/
 https://hbr.org/1998/11/business-marketing-understand-what-customers-
value
 https://www.colgate.com/en-
in?gclid=CjwKCAjwmK6IBhBqEiwAocMc8rrKAvnQ3z16N4fZGHtN1uX
KAy4KYyUiAQU4pBqc-
NxdMCFWank3XxoCnrYQAvD_BwE&gclsrc=aw.ds
 https://www.asweetpeachef.com/7-benefits-of-having-a-youtube-channel/
 https://www.etihadguest.com/en/our-programme/tiers-and-status.html
 https://www.ambujacement.com/product-and-services/products/ambuja-
cement

14. Name-Deepak
Roll no.-1902081
Class - 5th
semester
Subject-Fundamentals of buying behavior
Professor -Prof. Subhadeep Bhadra
Course -BBA
College-Netaji Subhas University
Topic -A case study on cryptocurrency