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Improving Customer Value

Lancome sunscreens has a negative perceived customer value compared with the other brands.
How can Lancome improve its customer value?
The company cannot reduce its price to equal other lower-end brands such as Neutrogena or Coppertone.

560 word essay

Solution Preview

Regardless of the industry in which a company operates, the foundation of their strategic operations is to maintain their current customer base while looking for new customers. In the case of Lancome sunscreens where they have a negative perception by customers in regards to value with other brands focusing on customer value is essential. There a couple methods they can do this. We'll discuss those methods below.

1. The first method they can do is identify the customer base under a loyalty program. Many company's have done this over the years. For example, Krogers and Albertson's super markets is really unable to compete with bigger companies like Wal-Mart. What they've done is established a loyalty card in which the customer can use this card to recieve discounts. Lancome can do this through internet or in store registration to ensure those customers ...

Solution Summary

Regardless of the industry in which a company operates, the foundation of their strategic operations is to maintain their current customer base while looking for new customers. In the case of Lancome sunscreens where they have a negative perception by customers in regards to value with other brands focusing on customer value is essential. There a couple methods they can do this. We'll discuss those methods below.

560 word essay

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