Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Understanding customer value

2,287 views

Published on

Mantra of Marketing
Customer Value
Key Points:
Team
End User
Value Assessment
Threat from Competitors

Published in: Business, Technology
  • Be the first to comment

Understanding customer value

  1. 1. Understanding Customers Value ByAvinash Ahlawat & Sanjay Talukdar 1
  2. 2. Mantra of Marketing • CCDVTP Creating, Communicate, Deliver the Value to the Target Market at a Profit 2
  3. 3. CUSTOMER VALUE? Value differs from customer to customer. E.G: If I want to purchase a shirt, I look on 3 aspects which are comfort, style, warmth where as my friends may find value in it’s ease to wash and ease to ironing. HENCE DIFFERENT CUSTOMERS LOOK FOR DIFFERENT VALUES IN SAME PRODUCTS. 3
  4. 4. Value • In Business Markets – Value is defined in Monetary terms which could be any one of the following: 1. Technical 2. Economic 3. Social Benefits 4
  5. 5. Keys Points - Value • Making of a Team • Understanding the End User • Managing the Threats 5
  6. 6. Team • Team: – Teams Consists • Product/Technical Specialists • Marketing Specialist • Sales Executives: 2-3 – Exploring the Value Chain – Suppliers team interact with Customers Procurement Team, Technology Team, Operations Team etc. – List of Value Elements 6
  7. 7. Team 7
  8. 8. End User • Understanding the End User: – “Frequently, the customers doesn't know that it has the data or information the supplier is looking for.” – Focus Group Discussion & observing the user – Customize the product for each customer – Select the Target Market – Value Assessments – E.G: Case Study of Thomson Corporation 8
  9. 9. Value Assessment Value Assessment Sheet Name of Company: Date: Comments: Tick 1 to 5 (which ever matter most) 1 being the least & 5 being the most Interviewer Name: 1 2 3 4 5 Important Points: 1 Cost: 2 Time Saving: 3 Quality: 4 Capacity: 5 Light Weight: 6 Ease of use: 7 Esthetics: 8 Servicing: 9 Payment Terms: 10 Time of Delivery: 9
  10. 10. Threats • Threat can be of Two Types: – Customer become out competitor – Competitors 10
  11. 11. Actual Situation Dear Sir, This is to inform you that our today's Production Plan has been delayed due to delay in supply of Oxygen Cylinder again. So, it is to be made in your notice that our Production Loss may result as a Debit on your account. Regards Avinash Ahlawat Production planning Rusan Pharma ltd. 11
  12. 12. Solution Given By The General Manager • To avoid these regular problems of delays in supply:  Establish a small oxygen plant that will satisfy the requirement of the plant. 12
  13. 13. Threat From Competitor 13
  14. 14. Threat From Competitor • (Value s – Price s) > (Value c –Price c). 14
  15. 15. Value Proposition • Value can be delivered at three stages: – Product Development: • Understanding the customer requirements – Selling: • Case Studies: Showing the benefits & net profits • Should be in monetary terms – Service: • Sustaining Customer Relationship • Giving Trust & Commitment 15
  16. 16. Thank You 16

×