Створення цінності для клієнта

Abstract

Обґрунтовано основні цінності, які підприємство може запропонувати для клієнта: новизну, виробництво, виготовлення під замовлення, “робити свою роботу”, дизайн, бренд (статус), ціну, зменшення витрат, зниження ризиків, доступність, зручність (засто- сування), креативність, індивідуальність. Детально розкрито їхню суть. Досліджено ієрархію цінності молокопродукції для споживача. Виявлено, що цінність для клієнта є суб’єктивним, оцінним показником, залежить від порівняльної важливості потреби, для задоволенню якої слугує продукт, від ступеня задоволення духовної потреби продуктом.

Major values that may be offered by a company to a customer have been substantiated in the article. Novelty is characterized by constant product range updating. Production lies in creation of attractive appearance, forming correct first impression from the product. Customized manufacturing may satisfy a demanding customer, requiring timely delivery, exclusiveness and appropriate quality, at the same time willing to pay high price for that. “Doing the right job” means valuable manufacturer’s assistance in the form of recommendations to a consumer regarding production or formation of final product’s components. Design increases satisfaction from the product use. A brand has to be properly positioned for successful existence on the market. From customer’s perspective the price determines product positioning on the market. Use of new technologies, for instance, means costs reduction. Risk reduction involves consideration of the following issues: right choice of suppliers, frequency and causes of conflicts with them, possible violations of terms and completeness of delivered products, defective or counterfeit goods. Product availability around the clock means instant access to the product and its fast delivery. Convenience (use) is characterized by easy choice, spending reasonably little time and money, increase of geographical and temporal availability and affordability of goods, etc. Creativity is characterized by creation of customized product that meets inner aspirations and ideals of its creators as well as the principles of economic feasibility, at the same time providing elation. Individuality is expressed in customer satisfaction from purchased goods forming their special position in society. The hierarchy of values of dairy products for consumers has been studied. It has been revealed that value for a customer is a subjective, evaluative factor depending on the relative importance of the need, satisfied by the product, as well as on the degree of the spiritual needs satisfaction. The methods for calculation of the intensity distribution indices characterizing availability of goods in the targeted area or studied regional panel have been presented in order to justify customers’ areal coverage by the relevant subjects of distribution and trade networks. These indices include: intensive (numeric) distribution, effective distribution, relative market coverage, average share in turnover, market share, quality of distribution.