Customer Value Proposition - Flexi 360

A and B can be the customers. C (salesman 1) and D (salesman 2) can be the sellers

A and B who are sisters have gone out for shopping for a few electronic goods. They are primarily
looking for a projector for home use as content watching on a bigger display would be more
enjoyable

A : We have come to look for a projector for home use. Can you suggest some good options?

C : Sure, can you let me know the purpose for which it will be used primarily?

A : its mainly for content watching at home, primarily entertainment purpose. One additional
requirement is that it should have high mobility so that we can switch between rooms.

B : yes, that’s an important requirement because we have very different preferences of content
watching.

(A and B look at each other and smile)

C : Yes, we have just the right product for you, let us introduce you to flexi 360. It a portable
projector, with adjustable heads which moves in all directions. None of the competitive brands have
this functionality.

D : In addition, it has excellent projection quality supporting high resolution 4k videos and images.

C : It even has a special inherent illumination feature which adjusts the lighting environment if its
being displayed on a light coloured wall.

B : With so many features, I am sure it would be very heavy and not very mobile.

D : You would be taken aback by this, but it just weighs 1.8 Kg and with its small cylindrical
dimension of 25 cms its extremely mobile too.

A : This looks very pBsing. We can give it a try. Whats the retail price?

D : It retails at 10,500 presently but our first 100 customers will have a special discount of 500 so our
offer price will be 10,000.

B : A, remember our Bluetooth speakers has also become dysfunctional. For content watching we
will also need a good sound system. Lets buy this and look for speakers too.

C : Well, it seems today we are having a solution to all your problems. Flexi also doubles up a
Bluetooth speaker with ambient lighting feature (both light and dark LEDs) based on the time of the
day. It has excellent bass and treble boost so you can enjoy all the action in high definition video and
audio. If you decide to purchase a decent Bluetooth speaker separately, it would easily cost you
around 4000 Rs.

D : To round it up, it also has an internal battery back up which enables it to be used as an
emergency light at the time of power outages. Secondly, it can also be used as a night lamp for
reading and studying. You can manage the intensity with its light regulator. In 10,000 Rs we are
offering you a complete entertainment cum productivity package which none of the competitors can
provide at this price range.
 Analysis of the Role play

1. Understanding the customer needs :

The main requirement was it should be mobile and easy to handle. This was clarified right at
the beginning

2. Points of differences:
Highlighting that there are is no other projector which has this capability of 360 degrees
rotation.
In addition, mentioning that it doubles up as a Bluetooth speaker as well as nightlamp for
studying and reading.

3. Resonating focus
Since the customer were looking for a projector and a sound system, we gave more impetus
to the fact that the projector has the capability of displaying high resolution images. And
then added that it has the Bluetooth speaker capability as well.
Thus, we clearly demonstrated and pitched about the features that customers value the
most thereby incorporating the resonating focus principle. In addition, we also mentioned
about the other differentiating factor of the projector doubling up as a night lamp.

4. Substantiate the value claim

In the end, we reiterated that our product is providing the features which no other
competitor is providing in 10,000 Rs as we are delivery a complete entertainment cum
productivity package.

5. Documenting value delivered

If the customer would have gone for purchasing projector and Bluetooth speaker
separately, it would have costed much more than 10000 Rs. Thus we are demonstrating
them the cost savings they will have if they buy our product.