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Customers want more value, not a lower price

A cup of coffee costs 5 cents traditionally prepared, but many people pay 50 cents for a Nespresso.

Mineral water is 500 times more expensive than tap water – at the central station even 3,500 times more. Despite the crisis, a global nuts&bolds dealer is able to increase sales in the upscale market for special bolts. Kia and Dacia sell low-cost cars but are not market leaders. One of the world’s leading producers of citric acid defies Chinese low-price products with European high-price products. Brands from Nestlé, L‘Oréal or Procter & Gamble remain market leaders, although declared dead due to lower-priced private label competition.

It seems that customers are more interested in the value they get than in price. Why do many companies not differentiate from competitors by adding more value and instead compete on price?

We work systematically with our clients to find innovative product concepts and sales arguments offering true additional value. Our approach uncovers unspoken customer needs behind obvious ones, leading to value propositions which enthuse customers. Customers of our clients see and appreciate the added value.

Which added value can you offer to your customers? Contact us if you want to find out more about it.


Beat Walther

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