Customer value is a combined product of culture, system and process within social and business environment and customer value is becoming more and more commercial imperative. With that in mind, organizational ability to utilize on different customer values is critical to build its marketing strategy and capture its target audience with right message. The value that a company can bring to the customer therefore is not the instrument, but the final product and the responsibility of the marketing professionals is to transform the understanding of instrument of the company to actual outcome – value that it creates for its customers.
Southwest Airlines advertisement of their price competitive strategy demonstrates clear example of multiple customer value application through a message that is at the same time capturing attention and provides several expressions aimed to build on the image of the company itself as well as its competitors.
“Match new fairs” vs. “Raise Ours” in conditional form of ‘would’ reflects the intention to bring forward the idea of what could have been done in the industry to bring the value to the customer is already done by Southwest airlines. “everyday low are still lower” is the customer call to stop looking for alternative as it does not exist. Final element of the multifaceted message on customer value is the continuity and sustainability of the customer proposition, expressed through the statement “Always have been.
Always will be.” Southwest Airlines strategically position themselves as economical middle range airline with low cost airline proposition. In other words, ‘we offer the service of Top three and unbeatable price that will always be there for you. The application of customer value, illustrated by the suggested advertisement, therefore is unique, specific and embracing.
