Creating customer value

CREATING CUSTOMER VALUE

Colgate as a product so far succeeded in retaining its customer value. It created different toothpaste for different customers by identifying different customer attributes and satisfying them by giving benefits to customer values.

CUSTOMER PERCEIVED VALUE:-

·       It’s the evaluation done by customer by considering all the benefits in terms of product offerings and perceived alternatives.

·       In case of Colgate toothpaste we will consider two things

1-total customer benefit 2-total customer cost

TOTAL CUSTOMER BENEFIT:-

·       In case of Colgate product benefit, image benefit comes under total customer benefit.

·       Colgate gives total satisfaction to it’s customers by diversifying it’s product according to the needs of different needs of it’s targeted customer groups.

·       For example:-

        Colgate strong-for rural and urban customers who believes in protecting their teeth and cost effective toothpastes. It cleans, strengthens, protects teeth and breath.Colgate’s Original formula uses active fluoride to keep teeth and gums healthy.

      Colgate total-for urban customers who believes in 12 hour protection and mouth freshness .theses type of customer doesn't look towards cost but quality and effectiveness of product.

   Colgate advanced fresh gel-this is made for young customers who believe in added flavor booster to keep breath ultra fresh for up to 12 hours.

   Colgate max fresh tooth paste-this is a product for those who believes in contains concentrated mouthwash beads that leaves the users mouth ultra clean and fresh.

Colgate visible white-this toothpaste is for those who give importance on whiteness of teeth rather than freshness.

·       In case of image benefit Colgate created an image of a toothpaste made for India and advertised itself as a brand recommended by doctors.

·       It ‘s showing itself in India as a toothpaste made for oral care only by associating itself with ‘Ida’- Indian dental association and creating awareness by doing oral care awareness events.

TOTAL CUSTOMER COST-

·       Monetary cost, availability and psychological cost comes under Total customer cost.

·       Monetary cost comes under pricing and this one plays a vital role in any products selling. bellow are the pricing of different Colgate toothpaste:-

NAME	QUANTITY	Wt.	Price(Rs.)
visible white	1	100g	68.00
Max fresh	1	150g.	64.00
Total 12	1	75g.	40.00
strong teeth	1	100g.	35.00
Sensitive pro	1	100g.	78.00

·       Bellow are some comparison between Colgate product to that of competitive product pricing.

Colgate	Wt.	price	competitor	Wt.	price
Max fresh	150g	64.00	Pepsodent center fresh	150g.	75.00
Sensitive pro	100g	78.00	Sensodine rapid relief	100g	120.00
Total 12	75g.	40.00	Pepsodent germi check plush	150g	95.00
Strong teeth	100g.	35.00	Himalaya complete care	175g	75.00

·       From the above table analysis of pricing it is known that Colgate maintains a strong competitive pricing with  other market competitors and hence successfully taking the advantage of monetary cost .

·       Colgate presence in India is way back than any other toothpaste. with it’s  strong presence everywhere in India from mom & pop shop to big mall and from metro cities to rural village it is now easily available to customers.

·       With strong brand presentation, availability, competitive pricing and variety product range  it holds a psychological cost benefit in the minds of customer.