COMMUNICATING VALUE

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Every organization has intrinsic value, but not every organization knows or understands how to unlock that value for shareholder and stakeholder gain.

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COMMUNICATING VALUE

  1. 1. June 12, 2013Communicating ValueMark S. Lee, PresidentThe LEE Group, MI LLC
  2. 2. Factors Affecting Value•  Product•  Pricing•  Promotion•  Accessibility / Distribution / Service2The LEE Group, MI LLC June 12, 2013
  3. 3. 3The LEE Group, MI LLC June 12, 2013
  4. 4. The LEE Group, MI LLC June 12, 2013 4Old definition of value needs to be“refreshed” and updatedMeaning, a paradigm shift is required• Products/Services• Pricing/Promotions• CommunicationsImplications
  5. 5. The LEE Group, MI LLC June 12, 2013Price x Quality = Value(product)Price x Quality x Relevancy = Value(consumer)5It means understanding value
  6. 6. The LEE Group, MI LLC June 12, 2013In other words, how areYOU going to help ME understandANDWhat’s in it for ME (consumer)?6Consumer Mindset
  7. 7. The LEE Group, MI LLC June 12, 2013 7• Features/Benefits• Trust/Value• Service-related componentsIt’s Not Just Communicating…
  8. 8. The LEE Group, MI LLC June 12, 2013• Awareness/Educationin simple terms• Lifestyle-basedmessages• PersonalizationBut It’s Communicating…8Relevancy
  9. 9. The LEE Group, MI LLC June 12, 2013 9Relevant BrandsApple Products for everyone’s lifestyleNike More than gear > "lifestyle" fitnessESPN Sports, topical stories, digital mediaSouthwest Low pricing/enjoy your freedom
  10. 10. The LEE Group, MI LLC June 12, 2013Key QuestionIs your Brand relevant in achanging, diverse, dynamicconsumer market and whatmakes it so?10
  11. 11. The LEE Group, MI LLC June 12, 2013 11Reality VisionGap
  12. 12. The LEE Group, MI LLC June 12, 2013DevelopBrand Defining Idea (BDI)12Creates an ownable andrelevant point of differenceOwnable: True to your equity and visionRelevant: Resonates with all constituenciesDifferentiating: Breaks the category commodity paradigm
  13. 13. The LEE Group, MI LLC June 12, 2013Quality customerservice deliveredwith warmth,friendliness, pride,and companyspirit.A low-costairline thatmakes travelfreedompossibleEnjoyTravelFreedomLower faresCorporateVisionWe demonstratethis throughoffering:How weoperateFrequentschedulesServicewith flairEfficiency13BDI
  14. 14. The LEE Group, MI LLC June 12, 2013 14Suggestions•  Revisit your brand and understand whatit represents in a changing market•  Understand your market/potentialcustomers•  Revise communications and develop anintegrated approach

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