Understanding

Customer Value through

Local Products
SMAK St. Louis 1 Surabaya
WHAT IS A
PRODUCT
?
 Product is....
anything that fulfills a customer’s needs.
It can either be a good or a service which is provided.

A product has to have some VALUE attached to it, that it

is pleasing to the eye and considered to be of value for
money.

A business must also make sure that the product meets and
satisfies the customers’ needs
WHAT IS VALUE?
 CUSTOMER VALUE
Functional Value features & functions

Experiental Value creates pleasure &

enjoyment

reflection or represent
of self image Symbolic Value
(prestige & status)

max. benefits with min. Cost Value

efforts
Significance of Local Products in
Creating Customer Value

Customers today are increasingly seeking more than just

functional benefits from the products they purchase; they are
also looking for experiences and values that resonate with their
beliefs.
 Significance of Local Products in
Creating Customer Value

1. Distinctive Cultural Identity

3. Environmental
Responsibility
and Social

2. Quality and Authenticity 4. Personal

Storytelling
Connection and
Source: www.campaignasia.com, 2020
 CLASS ACTIVITY

1. Pilihlah 1 brand lokal di Indonesia

2. Jelaskan kelebihan dan kekurangan produk dari brand
tersebut
3. Jelaskan customer value product tsb
4. Bagaimana cara brand tsb memasarkan produknya