CUSTOMER PERCEIVED VALUE
It is a value that the customer obtains after buying the
product. It is the difference between the customer’s evaluation of all the
benefits and all the costs of an offering and the perceived alternatives. It
creates loyal customer relationships.
Surf excel successfully delivers customer value through the
following:
·
Product Benefit:
Surf excel detergent powder has wide
variety of products for all income groups. It removes stains, consumes less
water, and reduces time and physical work thus reducing the Time
and energy cost and gives long lasting fragrance.
·
Affordability and Availability:
Given the wide variety of products it is
feasible for all income groups. it is easily available in malls, grocery
stores, round-the-corner shops. It has a greater reach in rural markets too.
·
Image Benefit:
Being the first ever- detergent market of India
it enjoys the first-mover advantage. With it’s powerful ad campaign of “DIRT
IS GOOD” it has got an emotional appeal among masses and has
differentiated the product amongst competitors which still focus on the fact
that dirt is bad.
