value proposition

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Knowledge shared by Value Proposition Give consumers a reason to buy

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Page 1: Value proposition

Knowledge shared by

Value Proposition

Give consumers a reason to buy

Page 2: Value proposition

Why should I choose to buy your product or service,

and why now?

“”

Knowledge shared by

Page 3: Value proposition

“A business or marketing statement that summarizes why a consumer should buy a product or use a service.”

Page 4: Value proposition

Positioning

The high-level promise you convey customers

Messaging Output(Touchpoints)

How you (creatively) communicate your position

Where your messages are conveyed

ValueProposition

The promise thatdifferentiates you in the market

a key element in developing a great marketing strategy

Knowledge shared by

Page 5: Value proposition

Biggest challenge?

Knowledge shared by

Page 6: Value proposition

Testing / Measuring a Value Proposition

Identifying an effective Value Proposition

Expressing a Value proposition clearly

Knowledge shared by

Page 7: Value proposition

excersice Build a 2 sentence proposition

Page 8: Value proposition

For our that

Fill in the blanks

.

Unlike our product because our .

whoTarget Customer

Sentence ofNeed orOpportunity

Product / ServiceCategory

Statementof Benefit

PrimaryCompetitiveAlternative

Statementof PrimaryDifferentiator

Proof ofBenefit

Sentence 1

Sentence 2

Knowledge shared by

Page 9: Value proposition

A light-hearted exampleAlthough this is tounge-in-cheek, it demostrates how it can be used

Knowledge shared by

Page 10: Value proposition

a commuter [Target Customer]

For

wants to eat breakfast on the train without mess,[Scentence of Need or Opportunity]

who

BrekkieBar* product is a health food, which provides a completely nutritious and delicious breakfast

our[Product / Service Category]

you can eat anywhere.that[Statement of Benefit]

Sentence one

*fictitious product

Knowledge shared by

Page 11: Value proposition

grain bars and breakfast cereals,[Primary competitive Alternative]

Unlike

BrekkieBar* tastes like a full English breakfast, but has no fat and no calories, even the wrapper can be eaten leaving no waste[Statement of primary dirrefentiator]

our product

our unique combination of innovative use ofgenetically modified foods and bio-engineerd plastic packaging.

because our

[Proof of benefit]

Sentence two

Knowledge shared by

*fictitious product

Page 12: Value proposition

“I married her because she was exactly like every

other girl I dated”

You never hear anyone say:

Try to be unique

Page 13: Value proposition

“So What?

the

test”

Try your value proposition out on colleagues, employees – and most importantly, existing and potential customers. If the response to your value proposition from a prospective buyer is “So What?”, you know that it’s not

strong enough. Did it describe tangible or measurable benefits that are truly of concern to that consumer or business person?

Knowledge shared by

Page 14: Value proposition

Would you like to know more?

Or simply want a second opinionContact us.

Cris Anthony HödarCEO and Partner

email:[email protected]

Mobile(+45) 28 262 851

To produce a concise, convincing value proposition is not a

trivial exercise. When we do that with our clients, it’s based on analysis of their company, its products and services, their

competitors, and the market they’re operating in.

Knowledge shared by