value proposition
DESCRIPTION
TRANSCRIPT
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Value Proposition
Give consumers a reason to buy
Why should I choose to buy your product or service,
and why now?
“”
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“A business or marketing statement that summarizes why a consumer should buy a product or use a service.”
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
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Biggest challenge?
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Testing / Measuring a Value Proposition
Identifying an effective Value Proposition
Expressing a Value proposition clearly
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excersice Build a 2 sentence 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
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A light-hearted exampleAlthough this is tounge-in-cheek, it demostrates how it can be used
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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
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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
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*fictitious product
“I married her because she was exactly like every
other girl I dated”
You never hear anyone say:
Try to be unique
“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?
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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.
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