HOLISTIC MARKETING ORIENTATION AND CUSTOMER VALUE

PRESENTED BY

Holistic
Definition All encompassing view based on the knowledge of the nature, functions, and Ads byof Google properties the components, their interactions, and their relationships to the whole.

Holistic Marketing
Definition
A Marketing strategy that is developed by thinking about the business as a whole, its place in the broader economy and society, and in the lives of customers. It attempts to develop and maintain multiple perceptive on the companys commercial activities.

Holistic Marketing - Benefits

1) Helping achieve focus & direction 2) Keeping customers happy & satisfied 3) Attracting new business 4) Professional company literature 5) Professional image 6) Differentiating from competitors 7) Growing awareness of your business 8) Creating the right environment for success 9) Motivational support

HUL FOLLOWING THE CONCEPT OF HOLISTIC MARKETING:

HUL is focusing on health & hygiene education, women empowerment, and water management. It is also involved in education and rehabilitation of special or underprivileged children, care for the destitute and HIV-positive, and rural development. HUL has also responded in case of national calamities / adversities and contributes through various welfare measures, like the village built by HUL in earthquake affected Gujarat, and relief & rehabilitation after the Tsunami caused devastation in South India.

is also running a rural health programme Lifebuoy Swasthya Chetana. The programme endeavors to induce adoption of hygienic practices among rural Indians and aims to bring down the incidence of diarrhoea. It has already touched 84.6 million people in approximately 43890 villages of 8 states. The vision is to make a billion Indians feel safe and secure.
HUL

Holistic marketing sees itself as integrating the value exploration, value creation, and value delivery activities with the purpose of building long-term, mutually satisfying relationships and co prosperity among key stakeholders.

HOLISTIC MARKETING HOLISTIC MARKETING

VALUE EXPLORATION

HOW CAN A COMPANY IDENTIFY NEW VALUE OPPORTUNITIES?

VALUE CREATION

HOW CAN A COMPANY EFFECIENTLY CREATE MORE PROMISING NEW VALUE OFFERINGS?

VALUE DELIVERY

HOW CAN A COMPANY USE ITS CAPABILITIES AND INFRASTRUCTURE TO DELIVER THE NEW VALUE OFFERINGS MORE EFFECIENTLY?

VALUE EXPLORATION
VALUE EXPLORATION Because value flows within and across markets that are themselves dynamic and competitive, companies need a well-defined strategy for value exploration. Developing such a strategy requires an understanding of the relationships and interactions among three spaces: (1) the customer's cognitive space; (2) the company's competence space; and (3) the collaborator's resource space. The customer's cognitive space reflects existing and latent needs and includes dimensions such as the need for participation, stability, freedom, and change

VALUE CREATION
To exploit a value opportunity, the company needs value-creation skills. Marketers need to: 1. identify new customer benefits from the customer's view; 2. utilize core competencies from its business domain; and 3. select and manage business partners from its collaborative networks. To craft new customer benefits, marketers must understand what the customer thinks about, wants, does, and worries about. Marketers must also observe who customers admire, who they interact with, and who influences them

VALUE DELIVERY

Delivering value often means substantial investment in infrastructure and capabilities. The company must become proficient at customer relationship management, internal resource management, and business partnership management. Customer relationship management fallows the company to discover who its customers are, how they behave, and what they need or want. It also enables the company to respond appropriately, coherently, and quickly to different customer opportunities.

HOLISTIC MARKETING NETWORK

Customer
relationship
management

Who its
customer are

How they behave

What they need or want

Internal Resource
management

Order processing

General ledger

payroll

production

Business Partner
management

source

Process

Deliver products

Consumer Value
Customer

value is the relationship between the consumers perception of

benefits they believe they will derive from a purchase compared to the price that will be paid The total benefit package include functional attributes of the product and related service attributes Therefore value can be defined as the ratio of perceived benefits to perceived sacrifice that is involved

CUSTOMER VALUE
Is the bundle of benefits customer expect from a given product or service Total Customer Value is the summation of: -Product Value -Services Value -Personnel Value -Image Value

Components of Customer Value

Product Attributes
Service Attributes Product Attributes Product Attributes

Transaction Cost Life cycle cost Risk

Expected Customer Value

MARKETING AND CUSTOMER VALUE

Marketing involves satisfying consumers' needs and wants.

The task of any business is to deliver customer value at a profit.

In a hypercompetitive economy with increasingly rational buyers faced with abundant choices, a company can win only by fine-tuning the value delivery process and choosing, providing, and communicating superior value. The traditional view of marketing is that the firm makes something and then sells it. In this view, marketing takes place in the second half of the process. The company knows what to make and the market will buy enough units to produce profits. Companies that subscribe to this view have the best chance of succeeding in economies marked by goods shortages where consumers are not fussy about quality, features, or stylefor example, with basic staple goods in developing markets.
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CUSTOMER LIFE TIME VALUE

The CLV measures the profit streams of a customer across the entire customer life cycle. Retention value Revenue Cost

Acquisition cost of future customer Marketing costs represent costs of customer retention and development Sales costs include both the production costs of the goods sold and all costs of serving the customer

Thank you

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