Basically
customer values are the values perceived by the customers is nothing but the
difference between the evaluations made by the customer about the products or
services compared to the cost that the customer will incur in order to obtain
the same. Whisper Sanitary Napkins as a product may cost a little extra to its
customers but the perceived benefits associated with the brand makes it a high
value proposition in the minds and hearts of its customers. Whisper Sanitary
Napkins creates and delivers the following values for its various sets of
customers:
•
Customer:
o
P&G is running a below-the-line
campaign called Whisper School Health and Hygiene Education. It is a teen
awareness program that teaches the teens about basic hygiene tips and
distributes Whisper as a sample.
o
The whole idea behind the campaign is to
target customers at the Market Entry Stage.
•
Consumer:
o
Educated women about the product using a
social message
o
To spread more and more awareness and
build a community around the brand, Whisper has launched a website (www.beinggirls.com)
specifically for this brand, which encourages customers to talk about the
brand.
•
Channel partner/retailer:
o
First brand to come out of the closet
and air a bold campaign “Have a happy period” for the first time in the history
of Indian market.
I came across this article when I had to chose one product for the marketing project and i chose Whisper Pads as it is something close to women's heart and a matter of safety for Indian Women.
ReplyDeleteSearching about the information regarding the same, I have come to this article which is probably the best i can have. Thanks for sharing this. If you have any further information regarding this please share it with me personally as it will help me in my project. Thank You.
Its very help to me in my project... thank you so much
ReplyDelete