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Customer Roles
•How to Create Value for all these Roles
SECONDARY ACTIVITIES
Firm Infrastructure
Human Resource Management
Technology Development M
Consumers
Service a
Inbound r
Operations Marketing
Suppliers
Logistics (After g
& i
Outbound Sales &
(Manufacturing Sales n
(Raw - Logistics Personal
or
Material & Attention
Processing) (Distrbn.)
Spares) During
Sale)
PRIMARY ACTIVITIES
Traditional Physical Process Sequence
Make The Product Sell The Product
Design Advertise/
Procure Make Price Distribute Sell Service
Product Promote
Insurance reimbursements
User is buyer and payer- small business,
1. Quality Improvements
2. Innovation
3. Mass Customization
4. Warranties & Guarantees
Quality Improvement
Better performance value by building quality into the
products. Zero defects – by eliminating product failures
completely.
Innovation
Increasing performance value by designing new features
to products (Automobiles with navigation devices, computers with
voice conversion to written text etc.)
Companies – should build a culture of innovation (3M of
US)
Mass Customization
Offer customized products to individuals at “same price”.
Warranties & Guarantees
Helps to alleviate fears on product failure (Sears –
satisfaction guarantee; LL Bean - Life time warranty)
Personal Values: Social & Emotional
Personal values that satisfy customers ‘wants’ are the social
& emotional values.
Social values are derived from the association of a product
with one or more social groups in society.
Prestige Pricing:
Product will be sold in limited target markets, leading to
‘Exclusivity”.
Leads to Irrational buying & conspicuous consumption.
Children get driven by peer group and poor use it insurance
against product failure.
Limited Availability:
Sold in limited quantity/edition to provide social value for
their owners.
Sale basis Possession value ( not real value ). Van Gogh,
Rolls Royce.
New Exclusive offerings :
something which competition do not offer (Jaguars
-Budget car rentals)
Social Image Based Marketing Communication:
Stem not just from advertising - product design,
price, place etc.
Draw back – it leads to consumerism &
materialism.
Emotional Communications:
Communications that evoke some emotional
experience valentine day gifts as symbols of Love.
Ads which transmit -- hope, wish, longing etc
UNIVERSAL VALUE - PRICE
Represents the relative affordability of the product. Degree of
economic sacrifice that the customer has to make for the purchase.
Price means both initial purchase price and the cost of maintaining the
product.
Low Price from Lower margins
Cutting prices below competitors prices to attract their customers.
Outcome of a strategic insight – some companies figure out the
formula to offer the required price value.
Low price from increased productivity
The firm strives for lowest cost of production
Economies of scale
Modernized Plant – outdated plants bring in inefficiencies.
Automation- Technology and machines to substitute human labor.
Business Process Reengineering – redesigns the process from a
blank slate
Personal Values - Credit & Financing
Credit: Payers seek credit and financing values because they improve
affordability by creating deferred payments or providing credit.
Sellers may allow credit cards by third parties
Sellers will issue their own credit cards
Sellers may allow delayed or deferred payment.
Sears had credit cards reaching 40 m households, before other
retailers.
Financing goes beyond credit. Involves specific payment schedules
designed for a customer.
Leasing helps customers to defer large cash outlay but also offer tax
benefits. Ideal for heavy machinery.
Installment payment (EMI)
Financing possible for both services and products, for consumables and
durables
Ethical Issue in credit card and financing -- huge interest rates.
UNIVERSAL VALUE - SERVICE
Performance value (utility) is built into the system by the
manufacturer or service designer.
Service Value is created by the distribution system.
Pre-purchase Service
Product on Display or Demonstration
Retail stores appeal is basically due to merchandise-on-display.
Provides edge to retailing over telemarketing or E-com marketing
Product availability in trial sizes; food etc available for sampling/
taste, Free samples or trial memberships /ownerships.
Knowledgeable Salespersons:
Sales person at a discount /retail store will have less product
knowledge than those in specialty store.
Professional Sales person provides information and also help in
choosing the right product. Computer sales, Selling suits, sports
items to athletes
Personal Values – Convenience Value &
Personalization
Convenient Point of access
Locate the distribution and retail facilities conveniently and keep them
open 24 hours (Domino’s convenience value by delivery-at-home).
McDonald---- into the business of real estate
Smaller service centers at diverse locations.
Automated Transaction Recording
Automation is a significant means of offering convenience.
ATM’s for Banking; Telephone based automated response system
used by banks, Document companies (FedEx)
Credit card reader providing for pay-at-the-pump convenience.
Personalization / Interpersonal relationship
Accrues from personnel treating customers with personal attention
and courtesy. Especially important in service industry.
Showing courtesy is providing value and can build differential
advantage in service business. (Jet Airways, Marriot)
To deliver personalization value, co.’s need to engage in frequent,
personalized communications.
SERVICE VALUE (contd)
Post-Purchase Phase Service
Generally known as after-sales service or after-sales-product support.
Product maintenance
Significant value accrues from the product maintenance service.
Toyota-Lexus gives the customer a loaner car.
Product down time can be of immense consequence in Indl. Products.