By M. Isi Eromosele

Value marketing strategy emphasizes excellent product performance and the delivery on product benefit promises. Value marketing does not mean high quality at high prices. It does not mean cheap, if cheap means substandard products.

At a straightforward basic level, value marketing means offering a product that works as promised, backed up by reliable customer service and provided on time.

For decades, the notion of quality was only considered at the manufacturing point of product development. Today, the issue of total quality is taken seriously by consumers in the marketplace.

Consumers expect the product itself to radiate quality, accompanied by excellent customer service. In effect, quality perspectives should be based on customer preferences, not on review by internal inspectors. The ultimate goal of a company in providing value marketing to its marketplace is to produce and offer well made products that would please its customers exceedingly.

It should also provide high levels of support services, product performance and customer support that is beyond customer expectations. Fundamentally, it would be necessary for quality to be maintained throughout the company as it strives for excellence.

In order to reach the high level of excellence that would result in high customer satisfaction, a major cultural chance has to take place within organizations. Change in decision making processes, communication processes, business units’ interaction, implementing competency training and employee commitment to the company’s business objectives.

Attaining excellence in product quality and maintaining it necessitates collaboration between functional teams in a company. Employees need to be given the autonomy to make decisions and inspired with the exhortation that states achieving quality is a collective responsibility within the organization.

In order to attain world class total quality and sustain it, the following would have to take place within an organization:

• Complete and unbending support form the top management of the company
• Deep understanding of its customers’ needs
• Resolving any issues within the company’s business processes and customer services methods
• Narrowing cycle times in providing timely delivery of products and services
• Empowering employees to encourage them toward their working to their full potential
• Measurement and rewards systems should be established to recognize and reward staff for excellence at work
• Excellence in quality should be continuously maintained by the elimination of inefficiencies in the company’s business processes

The most important requirement to maintaining excellence in product quality is to maintain a high level of interactive communication with customers. Their feedback is crucial to the entire process.

A company that strives to establish and maintain excellence in quality throughout the organization will reap more than a few benefits. These include long-term customer loyalty, continuous repeat purchases of its products, insulation against the effects competitor actions, ability to command higher prices (i.e. Apple) and reduced marketing costs.

M. Isi Eromosele is the President | Chief Executive Officer | Executive Creative Director of Oseme Group - Oseme Creative | Oseme Consulting | Oseme Finance

Copyright Control © 2011 Oseme Group