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

1. Understanding Customers Value
ByAvinash Ahlawat & Sanjay Talukdar
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2. Mantra of Marketing
• CCDVTP
Creating, Communicate,
Deliver the Value to the
Target Market at a Profit
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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.
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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
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5. Keys Points - Value
• Making of a Team
• Understanding the End User
• Managing the Threats
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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
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7. Team
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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
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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:
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10. Threats
• Threat can be of Two Types:
– Customer become out competitor
– Competitors
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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.
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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.
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13. Threat From Competitor
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14. Threat From Competitor
• (Value s – Price s) > (Value c –Price c).
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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
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16. Thank You
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