Crafting Customer Value PDF
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Uploaded by HonestSunflower
Narsee Monjee Institute of Management Studies
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This document discusses crafting customer value, strategies, and consumer decision-making processes. It explores how to create value for customers across different domains, maximizing customer lifetime value, and analyzing consumer journeys.
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Crafting Customer Value How Indra Nooyi Turned AN OBSERVATION Into marketing Strategy https://hbr.org/2015/09/ho w-indra-nooyi-turned-desi gn-thinking-into-strategy https://www.designhill.com/ design-blog/evolution-pepsi -logo-design-hundred-years/ THE VALUE PYRAMI D The hierarch...
Crafting Customer Value How Indra Nooyi Turned AN OBSERVATION Into marketing Strategy https://hbr.org/2015/09/ho w-indra-nooyi-turned-desi gn-thinking-into-strategy https://www.designhill.com/ design-blog/evolution-pepsi -logo-design-hundred-years/ THE VALUE PYRAMI D The hierarchy of Needs The Critique ?? Maximizin g Customer lifetime value (CLV) The net present value of the stream of future Customer profits expected over the customer’s lifetime Lifetime purchases Value Developing a Value Proposition Create value across three domains: Functional value Psychological value Monetary value Why decision- making is harder than ever for consumers? How people decide what to buy lies in the ‘messy middle’ of the purchase journey How the meeting of past, present JOURNEY and future affects S consumer thinking? What Journeys reveal about consumers? Which consumer should you address?? Known Journeys Vs Unknown Journeys!! Fast and Slow Journeys Obstacles and Facilitators on the Consumer Journeys Uphill versus downhill journeys 21 22 23 24 25 26 Consumer’s Decision Making Process
