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Value Based Marketing Project

Value Based Marketing Project

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Published by: sampuran.das on Jul 14, 2009
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10/28/2012

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A HOLISTIC APPROACH TO VALUE BASED MARKETING
Table of Contents
1.
Introdution - Value Based Marketing ………………………….3
2.
The Marketing Pentadigm in the context of Cadbury India…………..42.1.Discover & Commitment to Customer Value Drivers………...42.2.Customer Value System Model by IBM ………............................5
2.3.
Customer Value Engineering Model by Oliver Wyman-NY……..6
2.4.
Lessons in CVE through competitors failures & success…………72.5.Create Customer Value………………………………………………82.6.Porter’s Value Chain…………………………………………………82.7.Benchmark Practices of Competitors…………………………...82.8.Customer feedback & improvement of value proposition………8
3.
VBM at the Marketing- Finance Interface…………………………..........9
3.1.
Market based Intagible Assets…………………………………..9
3.2.
How Market Based Assets create Shareholder Value……………….93.3.Linking Marketing Activities to Shareholder Value………………10
3.4.
Marketing Performance & Dupont Analysis………………………11
4.
Conclusion………………………………………………………..115.List of Reference……………………………………………………..126.Annexture-I……………………………………………………13
7.
Annexture-II…………………………………………………..14Word Count: 1642 words
( Excluding- list of references, table of content, cover page, referencing of sources, schematics diagrams, and Annextures)
2
 
A HOLISTIC APPROACH TO VALUE BASED MARKETING
Value Based Marketing is a marketing Lexicon, used to conceptualise the process of valuecreation, in the firm, for the customers , without loosing focus on profitability and thusincreasing shareholder value.
De Bonis, Balinski & Allen approach to value based marketing is, essentially focusing oncustomer value, through the concept of -
Marketing Pentadigm.
Marketing metrics used for evaluating marketing performance, such Brand Equity, CLV, repeat purchase rate etc, generally fall shy of management needs - due to lack of conformity withdominant accounting-finance language of the firm, making it difficult to compare withalternative expenditures undertaken in the firm, humorously reflected in:
“ I know I am wasting half of my advertisement budget, but I just don’t know which half” 
Hence the the concept of VBM has evolved further. Peter Doyle conceptualises it as the
Marketing-Finance Interface
and attempts to link marketing activities to financialconsiquences and creation of intangible assets.
3
Kolter defines,Customer Value = Perceived Customer Benefits (product, services, quality and personal or image benefits) – Customer Cost

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