Purchase Solution

Improving Customer Value

Not what you're looking for?

Ask Custom Question

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

Purchase this Solution

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

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 ...

Purchase this Solution


Free BrainMass Quizzes
Transformational Leadership

This quiz covers the topic of transformational leadership. Specifically, this quiz covers the theories proposed by James MacGregor Burns and Bernard Bass. Students familiar with transformational leadership should easily be able to answer the questions detailed below.

Production and cost theory

Understanding production and cost phenomena will permit firms to make wise decisions concerning output volume.

Operations Management

This quiz tests a student's knowledge about Operations Management

Marketing Management Philosophies Quiz

A test on how well a student understands the basic assumptions of marketers on buyers that will form a basis of their marketing strategies.

Income Streams

In our ever changing world, developing secondary income streams is becoming more important. This quiz provides a brief overview of income sources.