Customer Value Analysis ??????????????????????????????????

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Customer Value Analysis ?????????????????????????
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New developments

• Customer relationship management (CRM)
• One-to-one marketing
• Knowledge management
• Brand building
• above the line investment

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These leads to

• What to use as a positioning mode?
• What consumers consider as values?
• Are superior values sufficient?

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How do we position our product or service?
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Competitors
Customer Motivations
Companys competencies
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All depends on targeted consumers
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Focus Group
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Motivations

• Product Attributes
• Brand Equity
• Availability
• Class of Distribution outlets
• Unmet needs

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Product Attributes

• Intrinsic attributes
• Raw Materials
• Processes
• Form

• Extrinsic attributes
• Branding
• Packaging
• Price

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Positioning Modes
Values
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Positioning modes

• Product attributes
• Benefits
• Application
• User
• Distribution/availability
• Relationship
• Price

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Attributes
Benefits
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Attributes VS Benefits
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Benefits

• Functional
• Experiential (sensations and emotions)
• Financial
• Psychosocial (expressive)

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Values
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Benefits VS Values
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Personal Values

• Belonging
• Love
• Self-Esteem
• Achievement
• Social Recognition
• Fun
• Security
• Welfare of future generations
• Happiness

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