SESSION 2:VALUE TO THE CUSTOMER

VALUE TO THE CUSTOMER

Customer Value is the customer perceived preference for and evaluation of the products attributes, performances, and consequences arising from use that facilitate achieving the customer’s needs. 

Bathing soaps are necessary for everyone. While buying a product, the value of the product that customer acquires is also important. Lux gives following value to customers:

1.Excellent Quality

2. Trust in the brand.

3. Value to money as it works in a competitive market, hence pocket friendly.

4. Varied choices as per your preferences.

5. Longevity of the use of the soap.

4. Brand name of UNILEVER & lux

5. Easily available in mom and pops store, e-stores and in bigger grocery stores.

6. Refreshing fragrance and gives a wholesome bathing experience

8. Attractive and appropriate packaging


CUSTOMER PERCEIVED VALUE

PRODUCT BENEFIT:

The benefit of lux soaps is that the soaps gives varied varieties to choose from and have nourishing elements to pamper the skin of consumer. It is one of the most trusted brands of the nation and has good quality.

MONITORY BENEFIT:

The price of lux soaps is really affordable as they target both urban and semi urban customers and works in competitive market. It ranges from rs 5 to rs 17 and have discount options on pack of 3. Hence gives monitory satisfaction to customers.

IMAGE BENEFIT:

Lux has a most trusted reputation and is proud to be the oldest product in the industry which has pampered generations. It believes to portray the image of celebrities’ favorite soap and hence highly reputed and loved by masses. Basically the brand image and quality has helped LUX build committed customers and successful relationships.

ENERGY AND TIME COST BENEFIT:

 Easy availability, strong presence and robust distribution network ensures wide visibility and presence for LUX. Also LUX invests majorly in advertisements through print, TV, digital and OOH. Customers are well aware of the parent brand, its product line and the variants. Packaging gives all the information required precisely. All this reduces the time and the energy cost associated in gaining information and buying this product.

PSYCHOLOGICAL COST: Consumers tend to perceive “odd prices” as being significantly lower than they actually are, for example LUX strawberry and cream soap (pack of 3) costs 69 and not 70 . Customers consider price value ending with ‘9’ digit less than the next higher round figure.LUX being associated with best of the celebrities gives customer an image that they are using a trusted and best endorsed brand. Their sales strategies like gold coin in the soap and chance to meet celebrities also influence buyers. Such price strategy, goodwill and positive image and ease of availability have helped LUX gain the psychological cost benefit.

PERSONAL BENEFIT: These benefits include occupational, economic profiles, lifestyle and personality of the buyer. Lux is proud of its age and has been pampering the skin of generations now, and is associated with many celebrities, giving people an image of celebrities favorite. Hence on personal note, it influences buying decision of masses and gives value to customer