Who Comes First: Consumer Or Customer ?

Other day in one of my sessions, the marketing staff complained about (false) sale of some products. The goods sold by the company a couple of years ago were still lying in near-unpacked condition at buyer's end. The new staff at their client company appeared non-cooperative when the seller approached to effect a new sale.

The objective of the training workshop was to improve sales revenue. The case under study turned out to be one of a wrong-sale.

Why were the goods lying in near-unpacked condition for so long?

Because the user didn't find it fit-for-use.

Why?
Because the order was finalized by purchase manager without adequate involvement of the end-user.

What had happened was the seller knew the purchase manager who happened to have 'influence' on closing the deal. So he used his relationship to materialise the order.

In the process the real user got ignored.

Not only does ego of the user gets hurt due to such indifference but also some opportunities get lost.

Opportunity to understand real needs: the voices of grassroot level customers.
Opportunity to design-in such voices in order to make the offering robust.
Opportunity to outdo competition through customized offering.
Opportunity to enhance relationship.
Opportunity to create 'word-of-mouth' publicity advocates reinforced through delightful experience of the offering.

All this loss at the cost of loss of future business.

Buyer's management might succeed in forcing the end-user to use bought goods particularly if it's a costly capital equipment. But such forceful 'selling' calls for some long-term Costs-Of-Poor-Quality (COPQ): Costs due to reluctance to use. Costs of wrong use. Costs due to inadequate serving of purpose. Costs of sour relationships among people within and without.

All this waste because of overselling or inadequate selling.

What's the learning?

Understand the difference between Consumer and Customer! End-user of the pen or pencil, the child for instance, is the consumer. Buyer, the parents, are the customer.

Consider the voice of consumer regarding functional use (her needs) first while designing an offering.

Do consider the voice of customer as well in order to design-in peripheral aspects of the offering as well as nuts and bolts of the corresponding buying process: the wants.

Sometimes however the role of consumer as well of the customer may be played by the same personality.

In any case, she might take presence of both the needs and wants for granted as a 'must'. But the seller/marketeer can't afford to because the absence of both surely won't be taken for granted individually nor jointly by both the consumer as well as the customer.

Also read a few relevant blogposts hereunder:

Aesthetics Spills-Over Function, Want Spills-Over Need (Part-1)
Aesthetics Spills-Over Function, Want Spills-Over Need (Part-2)
Functional-Aesthetics
WOW Work-Culture: By Telling or Selling
How To Make A Difference
Nauseous Communication Gaps
Judge If It's Paralysis-By-Analysis
Suggestions On-Sale, None-To-Buy
Taken-For-Granted ? You Deserve It !!
Strategise To Achieve Targets Daily
Does recognition really matter
Customer or Custo-Mer ? 
Experienced A Delightful Payment !
An Experience of Heart-and-Soul
Do you keep curing your brand ? 
A customer gets what s/he deserves: Shoddy Quality! 
Listen to iceberg of VOC to acquire customers
Do You Force Customers To Quit
Should one care for value ? 
Treat Root-causes, Not Symptoms !
Do You Ask Right Questions ? 
Talk In Order To Listen! 

Strategise To Achieve Targets Daily

Lot of time and efforts get spent on strategy planning. 

Strategy sessions usually get organised away from workplace (Gemba). They often get glorified with team events, water sports, outdoor games around campfire, treasure hunts and so on. They give stylish titles to it. "Off-site", some say proudly after attending it.

Thinking that the 'so-motivated' lot might willingly accept appraisals, they try to manage by objectives (MBO). HRD managers (read 'people' managers) incorporate numbers into periodic (most often 'annual') performance appraisal systems. Some slogans complimentary to the initiative get hung on wall.

Only after failing miserably they realize that execution of strategy is much more than quarter-on-quarter (qoq) or year-on-year (yoy) appraisals or reviews. It goes beyond dusting the displayed-slogans periodically.

It's about eating-drinking-breathing the strategy announcements and talks in terms of actions. It's not merely about dreaming the distant vision. It's about living the dreams daily. 

Going beyond the "bird's-eye view" it's also about "worm's-eye view" at grass-root level (as Mohamaad Yunus creator of the Grameen Bank says about microfinance).

It's about management-OF-strategy, management-OF-objectives (MOO) or rather strategy deployment (Hoshin-Kanri) process. 

If MBO is equivalent to throwing (goal) balls over blind-walls among layers (hierarchies) and functions then MOO is equivalent to coaching to manufacture the balls (i. e. evolve goals) as also helping to catch them daily at tactical levels. 

MOO is like giving as much importance to single runs as much, say, a cricket match gives to a 'Six' on the first ball of the first over. It's about daily (Nichijo) management (Kanri) of strategy or of the policy (Hoshin-Kanri) with a sense of urgency. 

It's about recognizing heroes for their improvement efforts to overcome daily hurdles while playing for mini-goals as a subset of the strategic goals. It's about the culture of looking for as well as creating such heroes daily across the customer-supplier chain. 

Post such recognition, studying¹ of 'what went right' or 'what went wrong' as the case may be rather than mere review of the 'runs' taken for goal-making process itself is a daily affair. It's an on-going 'study' and enablement by corresponding on-going adjustments to the allocation of resources as per dynamic needs of business environment rather than doing it as 'qoq' or 'yoy' performance reviews. 

If formulating strategy is important then formulating strategy-to-execute it is more important characteristic of the MOO approach. 

Like winning a match; sales, other numbers, growth goals, etc. then get achieved as a bye-product resultant of leading and managing the above process intelligently!

¹ Called as hansei: a critical step in any process: the “check” phase of the famous “Plan-Do-Check-Act” cycle that Japanese business people use to govern any activity.

Also read a few relevant blog-posts hereunder: 

Suggestions On-Sale, None-To-Buy
Comprehensive-Strategic-Audits
Will It Work Here?
Can-changing-thoughts-change-nation?
In-big-problem-wear-hats-to-solve-it
Ridiculous Poison-culture versus Maverick Kaizen-culture
WOW Work-Culture: By Telling or Selling
IQ-EQ-or-SQ: What-is-more-important
Talent-Is-Latent: Enable It!
Judge If It's Paralysis-By-Analysis
Will It Work Here?
Suggestions On-Sale, None-To-Buy
Does recognition really matter
Who Comes First: Consumer Or Customer ?
Treat Root-causes, Not Symptoms !
ABCD of India Shining
Do You Ask Right Questions?
Am I 'Short-sighted' or 'Long-sighted'?

Doesn't Matter Who Wins As Long As Customer Wins

There are n-number of comparisons in the market between Apple and Samsung fighting neck-to-neck for market-leadership position. Recently I came across one that addressed who-will-win between them. It had good comparison parameters in terms of innovation management, management leadership, brand, design, ecosystem compatibility, user experience, customer needs, profitability, growth, etc. 

For a customer whoever wins is OK as long as the customer herself wins. Knowing this winning companies win customers by making them win. In order to be in the league, suppliers have to speak to more of their own customers as well as that of the competition. They have to do this more often because hardly four percent (4%) of dissatisfied customers speak. Even loyalists don't speak at times. Hence to make all of them speak they have to articulate transactions with them more assertively without hurting them.

Here is an example of how much more the suppliers need to do by finding their own ways and means to capture such voice-of-customer (VOC). 

The solution wasn't there both in Apple as well as in Samsung device at least until the time I went to e-press to publish this post. Assuming that my search for the one on Google was inadequate, what I am surprised is why should it take so long to copy-paste such a simple feature that existed in Motorola sometime in 1997. I still have that model in my museum. 

Someone may say customer may have so many funny VOCs and behaviors. It's difficult to capture all of them especially the maverick wants in final offerings.

That's exactly the point I wished to express through this blogpost, the often repeated cliche: It's difficult but not impossible. And it can't be so difficult for it to take decades as in case of above example. 

There are many such funny VOCs floating around that can be accommodated without much costs. Easy ones everyone can do. The one who does so with difficult ones also and does so speedily without adding costs to the customer is the one who wins.

Looking forward to my above need in future models of one of these companies. In case you come across such one in future please do inform me through the comment box hereunder. 

Will It Work Here?

Other day there was a friendly debate on whether mobile-money service will work in Indian demographics. Although I knew it was offered in India, some apprehensions such as ease of transactions, security, cost of service, etc. kept me away from it. 

One of the debating friends working with a phone-company demonstrated a transaction including registration process within a minute. That's the time I could experience relative ease of accessing it. I could unearth a few difficulties in the process though. But I was surprised why phone companies were yet to speedily target the middle and high income group segment of the market inter-alia which is more likely to adopt it speedily than the mass-market.

If it was "successful across Africa" (as quoted by one of them) with it's inherent diversities and difficulties, then a modified business model should work in India too, I said. It might call for adopting it and differentiating it for the segments within target markets. The marketing-mix strategies may vary depending upon the segments: Demographic, Geographic, Behavioural, Psychographic, etc. Selling would take place as a sequel anyway. 

In fact such a service is a boon to any developing country provided the service is localized, made easier and faster and at the same time needing lesser efforts-n-resources; in short if it was made leaner.

Demonstration to me for instance was done on an Android device. How could it be made user-friendly and agile for various devices with differing features and technologies?

Steps performed were displayed in English language. It called for memorizing a password too. How could it be made easier for the entire spectrum of demographics covering various levels of literacy (using fingerprint lock for instance instead of password), levels of income, population, etc? How could it be made easily accessible to geographical markets?

Based on voice of the target market such as above, 'push'-type personal-marketing like that done to tackle apprehensions of a typical prospective customer like me should have been in place. It is necessary at least until a product & process of using it and educating the customer is made simpler and leaner. Ultimate goal should be to create a 'pull' for the offer for enhanced sale.

Differentiating the offer by bundling it could be an added advantage such as that done innovatively by organisers of a music programme that actually prompted me to write this blogpost. One highlight boasted of in it's advt was: "Mr Tom, Dick and Harry coming together for the FIRST-TIME". The concert was at an inaccessible venue located far from city. So the second differentiation it highlighted was, "Bus service available after the concert".

Dynamics of the 'mobile-money' and the 'music concert' as offerings do differ. But the point worth learning therefrom as denominator for any offering in general is the meticulous removal of hurdles  specific to differentiate it, to reach it to and to grab a particular target market with a sense-of-urgency. One may be able source a lot many innovations to do so if internal stakeholders in particular are engaged in the focused thought process. It should be done ethically though *unlike the concert organisers. Only then it's more likely to work sustainably!

Footnote: *Usually very few customers read between the lines and fewer still catch the 'catch' if any. Knowing such a consumer behaviour unethical organisers capitalise on getting some audience that doesn't bother to read. For instance in case of the concert some do tend to attend for the novelty effect of "FIRST-TIME" without realising that it was of 'unknown' artistes Toms and Harrys. Some also miss checking whether the bus service was free or came with an *asterisk. The organisers in this case seemed sure of getting some such audience.

Here are a couple of mobile-money services in India: Airtel's Airtel-Money and Vodafone's M-Pesa.

Winning 2-Minutes To Customer

Just read in Loksatta about one Mr Chitale receiving compensation of Rupees 7250 directly transferred to his bank account y British Airways for wheel of his bag getting damaged in handling. Airlines' response was smooth and speedy he said. Airlines had tried to repair the bag through their supply-chain partner but in vain.

In 1997, I was in NewYork on a group-study-exchange mission organised by Rotary International. While traveling from NewYork to Orlando, inadvertently my bag reached to Chicago. I complained to the airlines office at the airport. They promptly sanctioned 100 Dollars to me against the bills for essentials like overnight clothes, toothpaste, etc. Being around Disneyland I was happy to buy a couple Mickey-Mouse brand clothes at the airport.

Next day morning I got a 'good-morning' call from reception desk saying my bag was already in the hotel lobby safe and sound. Not much trouble for me although the airlines did have an opportunity to eliminate the error in baggage handling.

In a stark contrast to such delightful experiences, in 1981 I had to run from pillar to post knocking doors and windows in vain for a broken bag and its damaged contents due to erroneous handling by Air-India. Since then I avoid flying on it: a customer-quit as they say.

I remember that painful experience even after decades.

What is the learning?

There might be some chance of a person forgetting a good experience but hardly any chance of a customer forgetting bad experience from a supplier.

In case of one airline it was about 'sensitivity' to customer complaint while dealing it with a 'sense-of-urgency'. In case of other airline it was about 'indifference' to customer.

Now a days the sensitivity has acquired some strategy and structure to respond to customer complaints as a part of excellence-journey of companies. 

A Structure To Respond To Customer

I had introduced a 2-2-2-2©structure in terms of a model to respond to any stakeholder in general and to customer in particular. It was first introduced in a Cummins group company: Fleetguard Filters Limited Pune.

It was later on institutionalised in Cummins group worldwide.

In the context of a customer complaint, the 2-2-2-2© model might mean 2-Minutes, 2-Hours, 2-Days, 2-Weeks time-bound response to  customer for a given level of performance strived for. The response is supposed to eliminate root cause/s of the abnormality within 2-Weeks rather than stopping at first-aid treatment that anyway must be given within 2-Minutes. A powerful review mechanism driven by CEO (with an escalation matrix that an aggrieved customer can access in case of non-compliance) is an integral part of the structured process in order to ensure the timeline and quality of it's compliance. 

In the context of various other business situations, the timeline may be different and must evolve. For instance for an emergency/crisis having high impact, it could mean 2-Seconds, 2-Minutes, 2-Hours, 2-Days.

There is an empowerment mechanism built into the structure. Timeline-based visible dimensions as above are the generic ones. Company specific visible dimensions may be some sanction limits such as 100 Dollars compensation or a freedom to handover gift for the hassles or the efforts taken by the customer to complain and so on.

More important are the invisible dimensions that result into the culture reflected in terms of the spirit, the body-language, the humbleness, the humility such as that I had experienced while the airline employees responded to the complaint in making it hassle-free and speedy. 

There is tremendous scope and choice for innovations in both in order to delight customer with differentiation. The invisible ones in particular are difficult to emulate. That's where lies the competitive advantage.

If such a structure is implemented effectively, the customer becomes supplier's advocate and it's rewarding in long run as well as in terms of short term sales and numbers. Such an advocate is much more effective than even a highly paid marketing manager.

A prospective customer is likely to believe and act more often if recommendation comes from the horse's mouth: The Word-Of-Mouth!

Do You Cleanup-After-Crisis

Would you like your purse to be transparent?

Answer from some people may be a Big-NO with exceptions of course. Reason is obvious if you look at the picture.

Anyway, transparent containers are usually preferred to opaque ones. Like for instance transparent glass bottles  usually used in a typical kitchen. They are also used in some industries like processed-foods, pharmaceuticals, etc.

Why do people prefer transparent containers?

Obviously because contents therein can  be easily seen even from a distance just by a single look. You may call this as a step towards look-free²-engineering in order to reduce number of glances or looks (as required in ergonomics) thereby reducing search-time.

In fact, making or rather more appropriately 'designing' a workplace¹ to be transparent (alongwith systematic arrangement of equipment therein) is a principle practised in Seiton-pillar of Five-S. It makes the workplace¹ search-free² as well. Five-S is a Kaizen-tool to make improvements proactively.

Is it so important?

Apart from making the workplace¹ look-free², search-free², etc. there is also a 'not-so-obvious' reason behind the practice of 'transparency' principle. 

Transparency makes abnormalities, if any, obvious and visible. Look at the purse again if you don't believe this. Had it been opaque, you couldn't have noticed 'defects' inside: Be it chaotic (lack of systematic) arrangement or a sharp object inside it causing injury to  finger or a leaky-pen messing up other items.

An opaque container on the other hand hides defects behind it. Imagine a stock-out situation resulting due to invisibility of say grain-stock attacked by pests inside it. Or imagine a situation when a  pendrive containing  important information couldn't be fetched just-in-time (JIT) when 'need'ed in spite of it being in the purse. 

Or imagine a loose connection inside an opaque computer-cabinet or in an opaque (closed) electrical control room the spark of which resulted in a devastating fire. Realizing this, leading businesses have already begun marketing transparent-cases of their offerings as a differentiating proposition.

So the later one i.e. to make 'defects visible' is more important subtle-reason of designing a workplace to be 'transparent' than the former one i.e. to improve 'visibility-of-contents' itself.

Ways-and-means to make a Gemba transparent

Ways-and-means could be many. Some are as follows.

1/ Use of a transparent glass or plastic (for a container or for a cabin partition or as an enclosure of a product).
2/ A simple daily-cleanup (of a desk or a house) like done in Seiri-pillar of Five-S by getting rid of items unused (lying idle) over a given time period.
3/ An advanced daily-cleanup like a mother bathing a child or a workplace practising Seiso-pillar of Five-S that exposes cracks, crevices, etc. as defects.
4/ Seiton-pillar of Five-S: A systematic arrangement of routinely used items, consumables, tools, tackles, etc. using space vertically (rather than spreading the items horizontally) so that more can be stored close to point-of-use in an arm's reach.
5/ A system-based method such as an RTI-Act to make governance visibly transparent and thereby to unearth corruption as 'defect' in governance

What is the learning?

Taking it a little ahead, making a Gemba transparent is the desired result. Choice of ways-and-means to do so lies with the user. However, there is 'no-choice' at all not-to-do-it.

Otherwise ensuing crises as a result of not doing it do force one to do it reactively though. History has enough proof of this and costly at that. Causes pushed under the carpet do boomerang (raise their heads) in the form of crises exactly when we don't want them! 

Look at the forced-cleanups as in (rape-fame Shakti-mills compound) picture that had to be undertaken reactively after experiencing costly-consequences.

"History never really says gogoodbye. History says, 'See you later'", as Eduard, Galeano, Uruguyan writer and historian, says unless of course you work on root causes. 

So better to 'Cleanup-Before-Crisis'! Better to be proactive!!

Footnote-1, Workplace is called as Gemba in Japanese language in the context of doing Gemba-Kaizen for workplace improvement-management.

Footnote-2, These are Free-Engineering concepts to make a workplace free of, say, a non-value-activity (waste) like searching or looking or unscrewing, walking, etc.

Also read a few relevant blogposts hereunder: Please do consider leaving a comment or sharing this post via social media.

That's How Morons Work 
Functional-Aesthetics 
WOW Work-Culture: By Telling or Selling 
Take Habits For A Ride 
Make It Simpler, Rest Will Follow 
How To Make A Difference 
A Ride To Hell 
Make checklists your friends  
Drove To Hell ... Almost ! 
Treat Root-causes, Not Symptoms ! 
Nauseous Communication Gaps 
Do You Cleanup-After-Crisis 
Raam or Krishna-Shyam: Tell me Hey Raam! 
Will It Work Here?  
Some Moron ! Some Great !!! 
That's How Morons Work 
Suggestions On-Sale, None-To-Buy 
Technology in-place, security dis-placed 
Succession-Plans In Fast Lane!  
Prevention: The Best Cure! ... Is it really so? 
How Many Times Do You Wash Hands 
What You See Isn't What's Made 
Am I 'Short-sighted' or 'Long-sighted'?  
Beware Of Political-Presentations 
Do You Cleanup-After-Crisis 
Hoarders Of Filthy Hoardings 
Are You Good If Others Are Bad?

Chocolate ad that makes you feel sticky

How would you feel if.. an adult like me sitting on your sofa opens a chocolate bar with unwashed hands.. paws fingers exploring deep into the brown colored mass of the chocolate.. manages to push (with a little struggle) two fingers coated with chocolate into mouth while the rest touching cheeks all over.. and then look somewhat like a 'licking' birthday boy forced into your eyeballs?

More likely that you may (although actually not) pick such an adult up with a tong in order to flush her down the gutter so that there is no question of letting such a fool in your home ever again, forget eyeballs.

Would the feeling be different then on viewing such a chocolate-advertisement on TV?

Unlikely!

Feelings of the viewers may not be different but actions may be since the chocolate-clad models surely don't look as bad as me.

Anyway, is it necessary to show such acts in advertisements so much away from reality that they get difficult to comprehend: Like typically an otherwise well-mannered looking adult behaving childish.

Intention of the ad may be to project a person behaving child-like and happier on getting 'that' particular chocolate brand in hand. But there is a thin line between being childish and being child-like.

Being child-like may be acceptable but many may not subscribe to the thought of looking like a 'licking' dirty-child.

Internet is full of "10 Tips for creating effective ads" and "5 Most effective tips to connect with target", etc.

They are all good and practical tips as long as advertisers be consciously careful not to take their target-viewers-customers for granted. They might be doing so inadvertently though in their enthusiasm to grab attention of eye-balls within 'max-3-seconds-140-characters' kind of 'fast-marketing-communication-era'. 

I would like to add this tip to checklists if it's not already-there in the treasure on net. 

A powerful test-marketing of the ad itself in this context might prove helpful in making advertisements more effective.

Also read a few relevant blogposts hereunder: 
Please do consider leaving a comment or sharing this post via social media.

Want Need-Or-Want 

How Many Times Do You Wash Hands 

Soon... Waste-to-Eat ! Sea-to-Drink !!  

Make It Simpler, Rest Will Follow
How To Make A Difference 
Treat Root-causes, Not Symptoms ! 
Nauseous Communication Gaps 
Do You Cleanup-After-Crisis 
Will It Work Here?  
Some Moron ! Some Great !!! 
That's How Morons Work 
You seem Reasonable if you appear Un-reasonable 
Smart-Moron Who Breaks Your Glass  
WOW Work-Culture: By Telling or Selling 
Suggestions On-Sale, None-To-Buy 
Can-changing-thoughts-change-a-nation
Ridiculous Poison-culture versus Maverick Kaizen-culture 
Tolerate Once, Twice, Thrice? 
That's how some business partnerships work 
Taken-For-Granted ? You Deserve It !! 
IQ-EQ-or-SQ: What-is-more-important?
Customer or Custo-Mer?  
Less With More And More Gets Sore 
Should one care for value?  
Do You Cleanup-After-Crisis 
Hoarders Of Filthy Hoardings

That's how some business partnerships work

Take-care Take-care 

Free-pack could be a Curse-pack Dear customer

That you may murmur later

These Maiku (My Haiku) poetic lines got shaped while I was on a flight.

Seat pocket in front of me was stuffed with reading material and 'offers-on-board' for 'captive target market'.

Here is a picture of one of that about 'business partnerships' and that of an 'air-pillow' kind of pack received free-of-cost (courtesy a partner). It was a delight.

I photographed them both ignoring embarrassing look by my co-passenger. That's how I behave: an idiosyncratic fellow taking odd pictures such as around even a wash-basin, catching 'innovative styles' of someone blowing nose.

My so-called delight was short-lived as I found only four biscuits inside, against expectations that the inflated 'air-pillow' size pack seemed to raise. The innovative shape of the biscuits made them 'look bigger' that actually were 'smaller in weight'. 

The pack itself was a 'bag full of gas': A near-empty ppromise! 

Isn't it too much that a miser customer like me expects on a budget-airline. No wonder that the co-passenger was embarrassed.

Anyway, coming back to business of this blog-post, that's how some business partnerships work if not most.

The other day someone asked my opinion on an offer that came his way: "Indigo diesel available for 2.5 lacs. 2012-model."

I told him what an old car dealer often suggests. Price may be good but mechanic should check out engine condition. Check if it's an accident-car (changed-color remark on RC book is one clue); Kilometers ran (check if the dial is changed); Single-owner (and a known owner is good); Clear papers, etc.

My friend appeared insistent: "It is available from Maruti's second-hand dealer. So the offer should be reliable."

I shared with him my learning "from reliable sources" that there do exist 'partnerships' as a part of a typical 'business strategy'. Sometimes they are in the interest of customer. Sometimes they are Cozy-Nexus solely in the interest of the supply-chain itself as in following example:

- A typical 'second-hand-dealer' (let's call him a SCD), for instance, has an arm's length connection with a 'new-car-dealer' (let's call him a NCD) who makes an 'exchange offer'.

- NCD sends a valuer of SCD while offering a test-drive of a new vehicle.

- After exchange-deal is through, the SCD takes away old car and sells it on demand-supply criterion or with a mark-up of 30% margin whichever is higher. 

- So both the SCD as well as NCD do have vested interests in trying to push through the respective deals. Rightly so for them although not for customer! They are in business!!

In such cases the marketeer tends to oversell. But a prospective customer should behave business-like when s/he comes across an 'attractive-offer' like "Indigo diesel available for 2.5 lacs. 2012-model". After all her money is 'hard-earned'.  

The old-car dealer's suggestions referred earlier need to be viewed in light of this. That's also a reason why a single owner, a known owner as a direct-seller (without a middle-man) in-for a 'distress-sale' is more likely to be a good value-deal. Provided of course a reliable mechanic certifies condition even if it means paying his fees to inspect for 'some strings attached', if any.

Is it a value-deal then you need to ask every-time someone claims it to be a 'Unique-offer'?

Is it a value-deal when you go to buy biscuits that 'look-bigger'? or
Is it a short-term value on offer when so-called 'partners' offer you something FOC (free-of-cost) with a pack that looks disproportionately bigger? Are there any strings attached to the offer? or
Is it a value-deal when a telephone subscriber gets a movie-ticket free if s/he buys one on Tuesdays?

Is it a value-deal when you get 'Buy-2-Get-3' kind of free-offers?

Sometimes yes! Other-times no!!