Marketing Analysis &

Value Creation
Vivek Padgaonkar

Needs Hierarchy 8 levels

Understanding Customer
Need satisfaction
Technology drives innovation
Personal privacy
Business Communication
Ease of Access
Customer Centric Approach
Dont over-do it.
Easy to absorb.

Culture
Need
Progress
Change

Economic
Status

Urban/Rur
al

Consum
er
Behaiou
r
Religion

Region

Social
Class

8%
8
Me
ga
citi
4%
es
7%
11%
70% 638,000 villages

Types of customers
Impulsive
Undecided Customers Decided Customers
Talkative customers- argumentative customers
Polite Customers- impolite customers
Shy customers nervous customers
Friendly customers- suspicious

How to CARE for scustomers

Credible
Accessible
Reliable
Excellence

Four basic needs of customers

Need
Need
Need
Need

to be understood
to feel welcome
for comfort
to feel important

Unfocuse
d
competiti
ve
positionin
g

Meto
customer
calue

Exxcesiv
e cutmer
turnover
Market
share
instability

Is customer a king?

Value Structure
Potential Value
Perceived Value
Price
Cost

Lost Value

Consumer surplus

Margin

Value Proposition
Price

Quality

Image
Innovation
Intangible

Service