Customer Value and Brand Management

This assignment delves into the concept of customer value and its significance in global brand management. It examines theoretical frameworks and practical applications from both financial and marketing viewpoints. Students will analyze how customer value influences brand strategies and performance, considering various aspects such as product lifecycle management, ethical leadership, and customer-to-customer co-creation. The assignment emphasizes bridging the gap between theory and practice, drawing upon academic research and industry examples.

Customer Value
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK1.............................................................................................................................................1
P1 Components that enable calculation and determination of buyer's lifetime value ...............1
P2 Benefits of Customer Lifetime Value....................................................................................3
P3 Factors that affect customer lifetime value............................................................................5
TASK 2............................................................................................................................................7
P4 Types of Market Segmentation Strategies applied to customer base....................................7
P5 B2B and B2C models of decision making and opportunities value creation can be applied 9
TASK 3..........................................................................................................................................10
P6 Different techniques and methods can apply to increase customer relationship and loyalty
...................................................................................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Customer's value management is a activity of analysis firm's client's view related to
product and services that perceived value for money paid relative to their competitors buyers. It
helps to accurately determine driving value of good for consumers and firm are measure rival
performance and they align efforts, focus on available resources and create sustainable
competitive advantage in current market place. In this report Homebase firm are selected in order
to analysis customer's value. It is a British house improvement retail organisation. Homebase is
established in the year of 1979 as Sainsbury holding firm. It run their business activities at global
level with almost 255 store internationally but 214 retailer store are located in United Kingdom
itself (Ascarza and et. al., 2016). They have sell diy tools, paints, outdoor living, kitchens,
bathrooms, décor, gardening and many more with almost £1.4679 billion revenue in the year of
2013-14. In this assignment covers various components that enable of firm to calculate
customer's lifetime value and benefits of clients lifeline values. It also covers influencing factors
and types of market segmentation strategies.
TASK1
P1 Components that enable calculation and determination of buyer's lifetime value
Management of Homebase used customer's lifetime value which are forecasting the value
of business in long period of time. Through this, they are able to develop strategies and plan in
order to enhance buyers satisfaction as well as profitability. No one know about how long firm's
relationship with their clients may established. In order to know values management need to
calculate CLV that may explain periodic value which helps to established relationship between
firm and buyers (Chacour and Ulaga, 2015). For example, enterprises have established
relationship for 12 months and value of this period is £abd. There are various kind of factors
which able to affecting CLV. Some elements of CLV are explain as follows: Present Value: Present value is a amount that are ready to pay customers in order to
purchase product in current business environment. It is a rate of repetition of purchasing
by potential clients. This factors are calculating by using time value of money as clients
lifeline value is periodic cost which are depend on buyers retention for an organisation
in long period of time.
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 Customer Loyalty: Customer loyalty in important element for firm that are helps to
forecast sales unit as well as profitability. CLV is relies on individuals loyalty because it
help to explain retention period with company product and services in long period of
time in an effective ways (Kotler, 2017). For example, if buyer are loyal toward
organisation and its commodities then they are connected with them in long period and
if they can not satisfy enterprise goods then company provide high quality of services to
them in order to gain higher satisfaction. If they fail to do so then clients can not
purchase their product in next time. High loyalty factors mean more profits if less then
it affect organisation performance negatively.
 Mathematical Formula: In order to know customer lifeline value then management
used numerical formula which helps to draw effective outcome in limited period of
time. This mathematical expression provide more accurate value which helps to take
decision related to product quality and services delivery method (Di Benedetto and
Kim, 2016). It include various elements like total revenue, number of buyers and many
more. For example, its calculated as total revenue / number of months where clients are
joined their organisation. This method provide information related to profitability as
well as individuals satisfaction form long period (Kumar and Reinartz, 2018). Average
value of customer's lifeline helps management to take right decision related to run whole
business activities in accurate manner. There are mathematical formula of CLV are
explain:
 CLV = ((T x AOV)AGM)ALT
 Here; AOV = Average Order Value
T = Average Monthly transactions
ALT = Average customer Lifespan
 In Detail:
Here; R = Monthly Retention Rate
D = monthly Discount Rate
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 Cohort Analysis: It means study of group of persons which have some kind of
personality trait, perception, thinking about particular thing. This kind of cluster are
available through segmentation strategies it can be realise on same time when they
getting value of lifeline by an organisation (Keyte and Locher, 2016). It is a very time
consuming process as more then one people may are analysis but variations create
negative affect on this method that affect determination of clients life line values.
 Individualized CLV: In order to gain high accuracy in CLV then firm used
individualized CLV strategy, it help to focus on each and every single buyer behavioural
as well as attitude which are bring in company along with their potential competitors.
Management of Hombase used this method to calculate this in present and past
information (Goetsch and Davis, 2014). It provide help to prepare presentation.
P2 Benefits of Customer Lifetime Value
In current business environment, there are several companies which have already start
attention on CLV and calculated lifetime value to know consumers thinking about firm product
and services. After evaluating customer's value where firm received positive outcomes then they
accept truth of quality of this method then management apply this tool in their operational
process in order to produce higher quality commodities.
It affect firm growth and revenue positively in long period of time and increase goodwill
as compare to their competitors at market place. Company has stand out in high competitive
environment, for this they are used strategies and techniques to produce differentiate product
form others firm of same industry, it helps to gain competitive benefits at market place
(Hammer, 2015). CLV is a latest method in current environment. By using this approach firm are
improve their operations activities which help to enhance productivity and profitability. Some
benefits of CLV are explain as follows:
Re-invent Royalty of Management – Through CLV firm are capable to improve quality of
product and services which are helps to achieve high market share in same industry. It helps to
enhance consumer's loyalty toward company. This value are provide information of those area
those wants modification and improvement in order to serve better operations work. Better
decision-making process are promoted by CLV as management of Himebase is redesigning their
entire program which are helps to make quality of goods and services to sever society.
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Price Setting – CLV strategies provide information related to consumers preferences,
taste, needs and wants which helps management to set price of product and services in order to
gain high market share as well as profitability (Weinstein and Pohlman, 2015). It helps to
achieve goals and objectives in limited period of time in an effective ways with competitive
benefits. Through this, firm are able to know clients purchasing capacity and spending amount in
a particular section.
Better Forecasting – With the helps of customer's lifetime value with an organisation,
management develop plan to forecasting future needs, wants and demand of clients which helps
to take right decision related to operational activities and product modification so that higher
profits could be generated in given time frame. Homebase used this strategy and increase their
sales by 20% in a year and achieve predetermine goals and objectives it has calculated CLV in
order to know all future chances of increasing sales as well as attracting lager number of clients
toward firm goods (Kerzner and Kerzner, 2017) Referred company may also find out the growth
chances of SMS services at market place, with the help to CLV, management of an organisation
identify opportunities related to their requirement and demand of future forecasting.
Retention/Win Back of Customers – Through customer's lifetime value firm are able to
identify current as well as future potential clients in order to increase SMS services by 20% it
improve operational activities in an effective manner. By analysis needs and wants of consumers,
accordingly firm develop strategies to full fill these demand in an effective ways. By identifying
needs and fulling them effectively, organisation can win new clients along with retention of
existing customers with in an organisation (Weinstein and Pohlman, 2015). It is very important
for management to used strategies for produce high quality commodities which helps them to
enhance customer's satisfaction as well as high profitability.
Effective Customer Segmentation – Through CLV, firm are identify their market
segmentation which are help to gain high profits because after analysis needs and wants of
buyers, enterprise can use this in their implementation process (Kumar and Reinartz, 2016).
Through this, firm are able to produce customized commodities for their potential consumers.
This tool helps to know where their clients are potential or not.
Homebase firm used CLV in order to forecast future needs and opportunities. This
provide information related to how far customers relationship with organisation may go. Now
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days, customer's lifetime value in profitable for an organisation because it provide data those are
linked with consumers . Through this method firm are able to improve operations activities and
overall business for winning back buyers toward company.
P3 Factors that affect customer lifetime value
Customer lifetime value is helps to develop strong future relationship with their targeted
consumers in limited period of time. Through this, marketing manager may identifying their
loyal clients which provide higher profits and market position. It is used to analysis buyers
purchasing behaviours and develop strategies accordingly. In addition to that, it assist whole
business activities in taking right decision related to goods development, sales, promotion
method, customer support and many more. CLV is a most effective tools that provide helps to an
organisation in analysis buyers demand and convert them loyal customers as well as their
worthiness of work process (Lee and et. al., 2015). It also assist to determine how value may
changes with time. Form this, firm get higher profitability as compare to before and expend their
business operations at global level.
Factors those affect Customer Lifetime Value are explain below:
What type of product you sell: Management of an organisation produce product
according to client's needs and wants, it provide higher customer's satisfaction and market
position. They are maintain long term relationship with their consumers so that gain high
profitability and brand value. However, if company fail to provide required goods then it create
negative impact on individuals and they are switch their brand with other one (Yang and et. al.,
2012). For example, low as well as high product life cycle provide information related to future
of that commodities at market place.
Service and Promise Level:Firm has promise with their buyers to provide safe and
quality product which are the worth of their money. But many companies can not able to full fill
their promises in an effective manner in order to retain their clients. It is very important for an
organisation to committee only those promise that are firm able to full fill effectively (Leroi-
Werelds and et. al., 2014). For example, when individual purchase a new car then auto mobile
company provide them two free services as complementary and this promise are fulfil by car
company in an effective manner, but if firm are not able to deliver their services effectively then
it create negative impact on buyers mind and customer has disappointed and switch to other
brand.
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Market Stability: In current business environment, clients demands are continuously
changes so that company may conducting research in order to analysis overall market that helps
to full fill potential individuals needs and wants in an effective manner in given time frame.
Frequently change in preferences and taste of consumers enable firm to modify their good
according to market requirement (Martelo Landroguez, Barroso Castro and Cepeda-Carrión,
2013). For example, Jio has develop their new strategy in which they sell their services at low
price as compare to their competitors which helps them to attracting large number of customers
toward enterprises services. Through this, they gain competitive benefits at market place and
higher profitability. Airtel is a one of the biggest competitors of Jio and they have lot of loyal
customers that is a core competences of Airtel. They develop new strategies like high quality
services and clients retention in order to survive in market place. But some other competitors
like Aircel, decomo etc. sell their business to other big organisation.
Company's Objective: Company that have financially strong as well as strategically
oriented has able to achieve their long term objectives in appropriate manner in limited period of
time. Through this, they are able to gain long term view of buyers lifetime value. Firms that have
high new worth has capable to produce higher quality product and services as per buyer needs,
wants and requirement and they done continuously modification in their existing commodities in
order to retain large numbers of potential clients (Martinsuo and Killen, 2014). For example,
Apple has continuously modification their existing product by using innovation strategies, they
launch 8 series and introduce new product of X series with the gap of two months. It is
concluded that, they done modification according to current marker requirement and receive
higher profitability.
Above mention factors affect customer lifetime value and play important role in order to
attract large numbers of individuals toward firm product and services to rise profits in long
period of time. Through this, enterprises are able to established strong relationship with their
potential clients (Minnema and et. al., 2018). Therefore, each and every organisation want to
consider all above mention factors through this they are promotes buyers loyalty as well as
customers retention in long period of time in an effective ways. So that, it is necessary for an
organisation to developing as well as implementing strategies related to create consumers life
time value. Through this, they are achieve goals and objectives in limited period of time
appropriately.
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Lack of professionals: This factor describes the lack of professionals in some department
of an organisation who are skilled in measuring customer's value. These experts used to carry out
different techniques to measure such as mathematical formulae, retention of consumers, loyalty
of them and so on. Thus, it is necessary for employers of Homebase to hire more professional in
CVM team.
Difficult to calculate: In order to evaluate customers' value by using complex calculation
formulae, professionals of CVM need to possess a perfect knowledge of mathematical
terminology as per requirement. As, whole calculative part of measurement depends on formulae
they used so, need to keep an eye on every step of calculation. Along with this, when there is
large customer base of a company, then it will difficult to measure accurate value of CLV.
Online and offline channels: For making interaction with customers, it is necessary for
management of Homebase to use latest techniques of communications. For this process, they
need to understand concept of online and offline channels, usage of them with benefits and
drawbacks. This would help in making good connection with consumers. In addition to this,
before making connection, it is essential for employees of this company to have a complete
knowledge of different kinds of products they are dealing with including price and quality. Thus,
if management fails in any step of such kind of criteria then it will affect whole procedure of
CLV as well.
TASK 2
P4 Types of Market Segmentation Strategies applied to customer base
Market segmentation is a process of dividing target market into manageable group those
have same kinds of needs, preferences, demand, perception and many more. Through CLV, firms
have recognising clients and whom administrator want to address for their product and services.
This segmentation that organisation does in order to make decision to identify employees for
delivery quality of services and offerings. segmentation is a very important for an organisation,
through this they are know customers demand as well as their purchasing power accordingly
develop CLM strategies to convert offer into sales so that homebase has rise profits and achieve
high market position (Raithel, Taylor and Hock, 2016). Division of target market into small
group relies upon those who have same kind of personality characteristic, thinking, perception
and many more.
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It is a responsibility of marketing department they are segment their target market into
two section one is person those can not use SMS services and second for those who have use this
facilities. Both kind of group have different personality traits as well as perception toward
Homebase product and services. This type of segment has helpful in taking appropriate decision
related to sales and promotion CLM strategies as well as task. There are five management tactics
are used to divide market in manageable group. These factors are explain as follows:
Demographic: It is most common method of dividing market, it can be used by each and
every companies whether they are big or small in nature. In each one location population are has
same kind of social culture environment and behaviours traits which affect firm performance on
that area. Thus includes religions, age, gender, education level, social class, job, marital status
and many more. Through this segmentation, Homebase are hire talented employees which have
capabilities to produce innovative and high quality goods in order to satisfy buyers needs and
build higher CLV in an effective ways (Ramaswami and Arunachalam, 2016). The company
want to increase their clients portfolios which are use SMS facilities for this they are focus on
those person who have need of text messaging which are relies on age factors. If company have
large number of clients then management develop demographic segmentation CLV otherwise on
less profits they can not use this facilities.
Geographic: If management want accurate data and information related to clients needs,
perception, behavioural, motivation factors and many more then they use geographic
segmentation CLM plan in order to focus on specific target market. This can be explain as,
manage find out sufficient number of potential buyers those have enough purchasing power.
Accordingly Homebase develop CLV strategies to provide quality of network services but due to
geographical issue some time networking issues are arise which create negative impact on
individuals and they switch brand with another one (Rihova and et. al., 2015). With this reason
the company ca not provide SMS facilities in these kind of location. In this condition firm can
not provide their services in that area where no option of using services with out of low network
facilities. So that management may consult with United kingdom government in order to reduce
network difficulties and then they sell their SMS services to person those has purchasing power.
Psycho-graphic: Each and every person has different kind of behaviour, habit,
lifestyles, interest and many more that shows their psychology. Management want to want to
8

consider CLM as well as CLV and accordingly develop plan to attract large number of customers
toward firm product and services. This kind of segmentation has focus on fashion, attractiveness
and brand etc. in exchange of money as well as alternatively of value of commodities. In this
section person can not conservative in nature as well as thoughts and they impoverishment in
their luxurious lifestyles. It also includes kind of personality, attitudes, values, societal status,
interest of clients, beliefs and many more.
Behavioural: Every person have different kind of behaviours and management of an
organisation consider this when they develop strategies and plan in order to achieve goals and
objectives in limited period of time in appropriate ways. CLM concept is new for current market
environment where digitalisation get boom and most of the company used this approaches to run
their whole business CLV profits in an effective manner (Schwepker Jr, and Ingram, 2016). They
are take assistance of digital equipments and technology which helps to run operations
accurately. This type of segmentation can be done by survey, make market report, trends etc.
Management has also consider sensitivity of price as well as their brand image in client's mind
and benefits that provide future profitability.
Combination Strategy: It is a most important strategy, most of the company are used
combination of plan of action it is a prominent tactic which are used by organisation to enhance
their sales volume by 20% in per year with the help to processing SMS facilities. In current
business environment, firms are can not executing single CLM plan with in work place but they
select multiple tactics as per their requirement through this they are capable to achieve their
target in specific period of time.
From above mentioned segmentation procedure of determining needs of customers in
proper manner, management of Homebase Company are needed to use STP model also. This
model includes three steps which aid in analysing what they are offering to people at
marketplace as well as way of interaction to provide them complete information of products.
STP stands for:- Segment market era; Target customers to complete their demands; Position
what to offer. In context with market segmentation, concept of this model can be explained as:- Segmentation: In order to meet demand of each customer cost-effectively, market
segmentation helps in evaluating needs of them in proper manner. For this process,
segmentation can be done in different ways on the basis of demographic, geographic,
behavioural and psycho-graphic also. Thus, it will provide a huge advantage to a firm
9

over its competitors who use 'one size fits all' kind of approach to determine demands of
customers. Targeting: After dividing customers on different bases, now a firm needs to decide which
part they need to target so that maximum benefits can be gained. Under this process,
managers of Homebase Company are required to look at beneficial part of each segment
i.e. which consumers' segment contribute most to their bottom line. After then, analysing
size as well as potential growth of each group by making a comparison with other
segment. In last process, they need to evaluate how well association is able to complete
demand of selected group so that targeted customers can be decided.
 Positioning: This is the last step in which goal of a firm is identify how it needs to
position the products for targetting the most valuable segmented part. Further, managers
are needed to select the best marketing mix technique to make a comparison with
competitors. This would help in gaining attraction of customers by offering them
products on different price rates.
P5 B2B and B2C models of decision making and opportunities value creation can be applied
Decision – making process of management of an organisation is based on type of
business judgement which affect performance as well as productivity in long period of time.
There are two kind of business B2B and B2C both have their own strength and weakness. The
Homebase firm continuously change their decision method according to market situations
through this, they gain effectiveness of task (Stark, 2015). Better system of judgement can help
to achieve objectives in limited time. Mainly two different type of decision-making model that
Homebase are used to develop strategies and plan is Business to Consumers and Business to
Business. Both kind of method are explain as follows:
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Decision Making Models:
Decision making
models
Basis B2C B2B
Classical model of
decision making
intuitive and rationale
In today's fast
developing world,
people in organisations
are facing various
problems in decision-
making process in
day-to-day operations.
In this manner,
rationale and intuitive
decision-making
making approaches
helps in solving such
kind of problems.
When information is
not available in proper
form and decisions are
so difficult to take,
then in such condition
it is better to take
intuition approach.
While on other hand,
rational decision-
making approach is
used when a company
use facts, a step-by-
step procedures and
facts to come on a
Through this, firm are
able to take effective
decision. Business to
consumer is a one of
the oldest method of
run business and they
use rational decision
making approaches.
Management has used
this method to clearly
identify issues which
positively affect
judgement - making
process. It is beneficial
for small enterprises
where goals and
objectives of the
company are clearly
define. This model in
generally used by
small enterprises
whose business is
based on short-term
goals. It will help them
in defining problem;
identifying criteria of
decision; allocating
It is a new of
completing task of
business which are
related to operations
activities and it can not
belong to decision
making process. This
this, problem are very
complex in their nature
which are negatively
affect performance and
productivity in long
period of time. It is
large scale business
operation and also do
not have proper
objectives for
organisation. Big
organisation can not
clearly define their
operational objectives
in a proper manner. In
case of large
organisations, intuitive
approach of this model
is more useful. As in
such businesses,
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decision. weights to the same;
develop alternatives as
well as select the best
among them.
managers are not
needed to observe on
different components
before taking
decisions.
Administrative Man
Model or bounded
rationality model
Instead of identifying
all alternatives of
possible solutions,
administrative model
used to find one
solution at a time. This
model is based on
perception of human
resource in a firm as
whatever decision they
made will demand
greater information,
processing capabilities
and time. Thus, it
based on concept on
sequential attention,
heuristic and
satisficing i.e. to select
a best alternative
which is satisfactory
under a certain
situation.
In this, model includes
target succeed
(Weinstein, A. and
Pohlman, 2015). It is
important for
management to
consider all essential
alternatives. B2C can
be small and large in
their working style so
that under this kind of
alternative has create
minimum impact on
performance. This
model helps in taking
such decisions which
affect productivity and
overall performance of
a company.
There are involvement
of management in
decision - making
process to achieve
goals and aim in a
systematic ways.
There are various
option are available for
manager in order to
examine them. This
model is used to take
decisions which is
beneficial in context
with business
profitability.
Retrospective decision
making model
This decision-making
model also known as
implicit favourite
Under this area
company are trying to
convenience clients for
In this, business man
can not want to go
anywhere because
12

model which concerns
on managers attempt
to rationalise their
alternatives they have
selected in a particular
situation. Thus, it will
help in making
justification by the
guise of scientific
rigour.
purchasing firm goods
and services in
reasonable price. In
decision-making
process, employers of
a company are needed
to look out several
factors like technical,
operational, personal
values, psychological
assessment,
judgemental
capabilities and more
which affect the same.
clients itself come for
purchasing
commodities and
services (Wouters and
Kirchberger, 2015). In
large sectors, some
errors occur in
decision-making
procedures due to
indecisiveness,
postponing the
decision until last
moment, a failure in
isolating root cause
behind a problem as
well as failure in
assessing reliability of
source of information.
TASK 3
P6 Different techniques and methods can apply to increase customer relationship and loyalty
It is an main purpose for enterprise to have a strong base of consumers for introducing
their footprint within a market. For achieving better outcomes, aid in meeting loyalty of buyers is
13

important for organisation to meet competitive benefits within a marketplace. Some organisation
can give quality of services by targetting consumers according to their demand and needs.
Additionally, customers which are loyal aid in giving various advantages to organisation in
which they easily increasing their level of performance at a place of market as well as take a
strong place from their competitors. In the context of company, administration give different and
quality of services to its buyers for achieving higher level of satisfaction.
Different techniques and tools are their as it is used by them for improving customers
relations along with that make a strong relations between users as well as organisation (Chacour
and Ulaga, 2015). As they are an main assets for enterprise due to purchasing a organisation
goods and services on regular basis. In order to understand it in a better way all methodologies
there are certain points which are discussed in detail below: Emails: Management of customers relations is one of an main aspects for each enterprise
for achieving success within a market. It is necessary to establishing and improving
strong connections. In this organisation receive and send emails for contracting with each
other. SMS: It is an proper facility in which an specific sent a message to other. This approach
used by every person. They do not require internet for making a good connection. By the
help of organisation it aid in making a good relations with buyers. It is an easy approach
in which consumers can easily send their negative and positive thoughts for firms. It
assist in making a good bond with their buyers as well as improve the level of
performance. Telephone: It is necessary and conversation of dual party in which two people can talk at
a same time. These both parties are solve their problems as well as take a answer
immediately from other person (Ascarza and et. al., 2016). Generally, it is a wide
network which solve problems and fast actions within a span of time. Through this
company can easily make better relations with their consumers.
 Internet: As per present scenario, it is a network of world wide as it make a various
numbers of persons can use the sites of social networking for connecting with one others.
By this organisation promote easily their services on the websites for giving the proper
information to a huge numbers of consumers in an proper manner. It aids in performance
14

improvements at a same time and along with that it enhance the base of customers of
Homebase at a place of market.
All these strategies are used by Homebase organisation to increasing their base of
consumers by introducing strong connections with customers. It aid in achieving a competitive
advantages at a place of market by enhancing their market share from their competitors. By
implementing several tools and techniques, firm are able to get higher customer's satisfaction in
long period of time. According to current market, social media marketing has very attractive to
get attention of large number of individuals toward firm goods as well as services to build
positive brand image in customer's mind.
CONCLUSION
From the above report it is concluded that customer value management stands crucial to
an organisation as it leads to measurement of perceived value by customers. Management of
Homebase develop plan in order to evaluating customers lifetime value they can select best
method according to their requirement. There are various benefits as well as factors which affect
firm performance and profitability in long period of time.
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q=tools+of+customer+relationship+management&source=lnms&tbm=isch&sa=X&ved
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