First, the can of tempeh mud carp triggered thinking
Tempeh mud carp oil wheat dish is a cantonese traditional dish with full color and flavor, delicious!
In addition to the use of fresh oil and wheat vegetables, the raw materials also need to be taken from the canned tempeh mud carp, and when used, the cans need to be torn open.
However, the question is: after all, oil wheat vegetables are the main ingredients, tempeh mud carp is only an ingredient no matter how delicious, in ordinary families, make a dish, can not be used up at one time (as shown above)? The key is that once opened, it does not seal.
It is a pity that it cannot be eaten at one time, and it is a pity that it is extremely inconvenient to store. Either leave it exposed to the table and not look good, or store it directly in the refrigerator and may skewer the smell. In general, a simple package is made of a plastic bag and stored in the refrigerator.
This made me think: as a manufacturer of canned tempeh mud carp, did you take this detail into account?
It is reasonable to say that the manufacturer has fulfilled all the responsibilities from transport packaging to sales packaging, and all canned products are not made of cans? People can use it, why can't I use it?
If this is the case, it seems that the work has been done very well, why are there still "tricky" customers who do not appreciate it?!
The customer does not appreciate it, not necessarily on the product itself, but the post-purchase storage of the product leads to the weakening of the customer's perceived value.
Second, what is the customer's perceived value?
What is customer perceived value?
Zeithaml (1988) published an article in the Journal of Marketing that:
When enterprises design, create and provide value for customers, they should be customer-oriented and take the customer's perception of value as the determining factor. Customer perceived value is determined subjectively by the customer, not by the company that supplies the product or service.
Earlier we mentioned that McDonald's American coffee refill is free, and the discussion is whether "getting" is important or "getting a sense of gain" important?
Click to read for free: "Getting" is more important than "getting": The Business Logic of McDonald's Coffee Refill Free
In fact, behind the "sense of gain" is the customer's perceived value. No matter how well said, the customer is not appreciative, you are still doing useless work.
As a parent, I always want to think about how to pass on my years of experience to my children, but if the child's left ear goes in and out of the right ear and can't listen, your efforts can only be useless.
As an instructor, I made a thorough course design and lecture preparation before taking the podium. If the trainees do not appreciate it, your efforts can only be useless.
There are also many who do useless work. In the above two examples, the problem is not necessarily what you say, but may lie in how you speak, and the value perceived by the audience is the ultimate value.
It can be seen that as a merchant, the "value" of the product or service you provide itself is not the only thing that matters. The customer's perception of the value of your product or service is the ultimate determinant.
Third, the customer perception value that traditional enterprises urgently need to pay attention to
A common problem of traditional enterprises: excessive emphasis on the self-value of products/services, and not attention to the perceived value of customers.
I think this may be the business philosophy that many traditional enterprises need to adjust, especially those that are already running very well, the more obsessive they are.
This is what we often say: what hinders your growth is often not the heels you have planted in the past, but the achievements you have made.
In the past, we often discussed, "wine is not afraid of deep alleys" to "wine aroma is also afraid of deep alleys", which means to carry out marketing activities, so that customers have the opportunity to walk into you, and then understand you and accept you.
However, there may be a very important and overlooked detail hidden here: is the so-called "aroma" of wine a self-righteous "incense" of the merchant, or is it the "incense" recognized by the target customer? There may be deviations between the two.
"Honey of Ru, Arsenic of Peter". The "incense" you think is not necessarily the "incense" perceived by the customer, and relatively speaking, the "incense" perceived by the target customer is the real "incense", which can ultimately promote the realization of commercial value.
Or, the manufacturer thinks that the tempeh mud carp is too delicious, thinking that the customer will open the can, will definitely be able to eat it all at once, there is no problem of storage at all.
Either the manufacturers who produce canned tempeh and mud carp simply do not have time to take into account the characteristics of the customer's consumption behavior of the canned food. I am responsible for production, as for how to eat it is the customer's own business, and it has nothing to do with my manufacturer.
The above two points, I speculate with the heart of a villain, perhaps the latter is closer to the fact itself: manufacturers simply do not have time to care about how to store the canned food that customers can't eat.
This is what we call the lack of "user thinking", and rarely consider the design and modification of products from the perspective of customer perception value.
Many companies advocate customer-oriented and customer-oriented marketing, but the above case tells us: it is too difficult to take one more step!
Fourth, based on the customer's perceived value, how to take one more step?
Based on Zeithaml's concept of customer perception value, when designing, creating and providing value for customers, enterprises should be customer-oriented and take the perception of value as the determining factor.
Back to the "canned tempeh mud carp" product, the ideal state is that customers can eat it all at once, one is to ensure the best taste, there is no quality concern, and the other is not to spend time to weigh how to solve the storage problem.
However, in the face of customers who can't eat all at once and need to do short-term storage, what else can merchants do?
I personally think that the easiest way is to learn from the practice of infant milk powder and add a plastic lid as an aid.
It is also packed in cans, and any can of infant milk powder will be equipped with a plastic lid on top. As for whether the plastic cover increases the cost and whether it affects the sealing effect and taste, it will not be discussed in depth here.
The crux of the matter is: Why do manufacturers of infant milk powder do it, but manufacturers of canned tempeh mud carp never do it? Didn't you think of that? Or is there another reason? In addition to adding a plastic lid, is there a better alternative to the original can packaging?
These are all things that traditional enterprises have to think about, rather than being self-righteous and accustomed to it.
I think: attaching importance to customer perception value may be a small incision for traditional enterprises to explore product differentiation, enhance market competitiveness, and reshape consumer image in the red sea of homogeneous competition.
Take one more step, spend more effort to ponder, invest a little more cost, is it worth it? You see for yourself.