How low cost companies delivery values to customer, and do business in the crisis: Marketing communication strategies in low cost companies

The worldwide crisis, the reduction of consumer confidence and consumption have required companies to find out new ways to compete. Especially during times of crisis, low cost products and services can be defined an "high value" for the consumer. It is important not to confuse the low cost strategy with a simple low price ones and it is crucial to understand how marketing communication should take place. In recent years in Italian consumption markets for products and services two attitudes have emerged: on one hand the search for high quality and, on the other hand, the development of “first price”, which made the economic competitiveness their weapon more convincing. This second trend stems from the awareness that a low price is no longer synonymous with poor quality. Those who purchase low cost services, in fact, do not necessarily belong to the poorer segments of the population, but are consumers guided in their choice by components ethical, ideological or personal. Consumers feel in step with the times and rewarded if they buy products low cost, because these are considered the symbol of smart purchase. The subjective component of the customer is key: when it comes to “low cost - high value” it refers not necessarily because the objective quality of the service, but its perceived quality. The service thus becomes attractive not only in terms of “value for money” but also “value for me” according to the emotional attachment that generates the consumer. The “low cost strategy” not only involves reducing production costs, logistics and distribution, which are essential for any company, but also marketing communication strategies. Develop the philosophy of “low cost - high value” leads to a real business model that requires companies to dialogue with their customers. The research tackles the topic of marketing communication in support of low cost strategy, and explores the way in which marketing communication is expressed concretely or should take place to generate value for customers.