Cutomer Value Construct

 

*Psychic cost  = psychological cost in this example. Misprint.

*customer delivered value = customer perceived value. Misprint.

Per Kotler, the customer value construct is designed as the figure shown above. The customer perceived value can be equated as :

Total customer benefit – total customer cost.

 The cost and benefit derived from a product can vary from customer to customer. Hence, there is no tangible means to measure the customer perceived value. Dettol’s customer value construct can be broken down into the following:

 Product Benefit :

Consumers see Dettol as an ‘expert’, a product which is effective and guarantees protection from germs. It has been compared to a shield that protects its consumers from the unhygienic outside world. The brand's tagline reinforces the same - Be 100% Sure. Although initially it was only used in hospitals and nursing homes for first aid and disinfectant purposes, Consumers now use it for a variety of everyday chores such as in bathing, mopping, shaving and other secondary uses.

Emotional Connect:

Dettol as a brand has created an emotional connect in the consumer's minds. The primary intent being making the consumers feel secure about the well-being of their family particularly targeting the mother of the family  the brand evokes positive images and demonstrates blind trust in safety after usage.

The words that a consumer associates with the brand Dettol are Antiseptic, Safety, Affordability, Hygiene, Trust, Reliablility and Healthy Family.

Other reasons that add to customer value are :

•Convenience- Small size ; portable.

•100% protection.

•Germ fighting & protection.

 

Consumer Costs:

Dettol is minimally priced as compared to its other competitors.  It is available across general/departmental stores and chemists. The time, energy and psychological costs involved are minimal/ nil.